FARE 4360 Study Guide - Final Guide: Group Dynamics, Statistical Hypothesis Testing, High High
12 Apr 2016
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Why/ when: when research object is actual behaviour, when real(istic) environment is important, when recall is difficult or erroneous, when study object (i. e. behaviour to be observed is specific and limited in time. Why/when not: when study object is not observable, such as attitudes, motivations, intentions, emotions. Identify how consumers link product attributes (means) with their values (ends) via perceived consequences. Knowledge of these chains used in marketing communication: Graphical representation in hierarchical value maps (hvm) Acceptance of genetically modified (gm) yogurt in germany. Respondents: 55 mothers with children living at home; two german cities. Starting point: would you buy this yogurt: 2 non-gm, 6 gm, differed in type of gm application, differed on various other attributes, eg. flavour, level of pesticide used in feed production for cows. Three segments: likely buyers (14, maybe buyers (22, likely non-buyers (24) Further statistical analysis of respondents" data suggested that maybe-buyers were significantly more similar to likely-buyers than to non-buyers.
