10.13.09 CLASS NOTES- Motivation

10.13.09 CLASS NOTES- Motivation - 1 Pros cost efficient...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
10/13/09 EXERCISE: fill in the blank. 1. People who like to use hair coloring are people who highly consider their appearance. 2. People who make instant foods (such as instant coffee) are people who like to save   money. 3. People who like to eat prunes are concerned about their health. III. Methods of Motivation Research A. Objectives i. Determine underlying motivations for consumption ii. Identify symbolic qualities of products B. Types of Research Techniques: i. Focus Groups:  moderated discussions of small groups of people who  share a demographic characteristic with the target market. 1. Pros: stimulating interaction may increase candor and decrease  inhibition. 2. Cons: lack of natural setting, group (vs. individual) effects in  evaluation. ii. In-depth Interviews “Make up a dream in which there is a watermelon.”
Background image of page 1
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: 1. Pros: cost efficient, provides insights 2. Cons: subjective interpretations iii. Open-ended sentence completion task Complete each of the following sentences with an adjective. 1. “People who color their hair are. .” predominant answer: … VAIN. 2. “People who make instant foods (e.g., instant coffee) are…” predominant answer: …LAZY. 3. “People who eat prunes are…” predominant answer: … HEALTHY/OLD. iv. Pictorial Projectives Using pictures instead of words to convey information 1. Bubble Drawings: respondents describe to a researcher what a pictured person is thinking or saying. 2. Psychodrawings: respondents draw pictures of individuals who use certain brands....
View Full Document

This note was uploaded on 09/08/2010 for the course BUS 134A at San Jose State.

Ask a homework question - tutors are online