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Unformatted text preview: e to respond before the
offensive person can
Tell the person to let others have a say
Offer a cough drop, life saver, or chewing gum
to the person
Make sure the person has a glass of water
Excuse the person to go outside until the
coughing spell subsides
Separate the two by placing them at opposite
ends of the table
Give them a “dirty” look
Ask them to postpone their chatting until the
Remind them that the session is being taperecorded and side conversation will garble it
Attempt to bring the person into the
Making eye contact
Smiling and nodding at the person
Asking him or her direct questions 9. What is laddering?
Laddering is a technique used in in-depth interviews in an attempt to discover how
product attributes are associated with desired consumer values.
Essentially, values that are important to consumers are determined such as “good
health.” Next, researchers determine which routes consumers take to achieve their
values, i.e. exercise, eating certain foods, stress reduction, and so on. Finally,
researchers attempt to determine which specific product attributes are used as a means
of achieving the end that is the desired value.
10. What is protocol analysis?
Protocol analysis involves placing people in a decision-making situation and to
verbalize everything they consider when making a decision. It is a special-purpose
qualitative research technique that has been developed to peek into the consumer’s
decision-making processes. Often a tape recorder is used to maintain a permanent
record person’s thinking. After several people have provided protocols, the researcher BMKT 312 C6 Study Guide 3 reviews and looks for commonalities, such as evaluative criteria used, number of
brands considered, types and sources of informat...
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This note was uploaded on 02/13/2014 for the course BMKT 312 taught by Professor Surajcommuri during the Fall '13 term at SUNY Albany.
- Fall '13