BUS 363 Lecture Notes - Lecture 13: Personality Test, Perceptual Mapping

• School: Stony Brook University
• Department: Business Management
• Course: BUS 363
• Professor: Camille Abbruscato

Document Summary

Chapter 9: measuring sources of brand equity capturing customer mindset. Can"t really run statistics on the information that is gathered. Free associations: not as many specifics, mental maps, not as structured helpful if you want to test for what target market naturally thinks about. Used to uncover true opinions and feelings a. If people are unable or unwilling to express themselves (i. e. like with diseases) Use more ambiguous stimulus to ask them to derive sense. Comparison tasks: ask consumers to convey impressions on one brand by comparing it to people/countries/animas/other brands. Brand personality and values: big 5 personality scale. Zmet (zaltman metaphor elicitation technique: usually intense, uncovers hidden thoughs and feelings, guided convo. Tapping into actual behaviors instead of what people say when researching them. Do customers have positive view of the brand. How do customers think of the brand. Perceptual mapping: reflection of how people think and what they feel towards a brand.