DM 272 1st Edition Lecture 13Outline of Last Lecture I. Need to Possess -Why do we collectII. Maslow’s Hierarchy of Human NeedsIII. Issues with Applying the Maslow’s HierarchyIV. Personal ValuesV. Challenges of Understanding Consumer MotivationOutline of Current LectureI. Motivational Research TechniquesII. Hierarchical Map for Delivery ServicesIII. Motivational Research Techniques (cont.)Current LectureMotivational Research Techniques- The means-end chain modelo The hierarchy of attributes-consequences-personal values- Assumption-your choices reflect your personal valueso Attributes Directly observable/physical characteristics of a product or serviceo Consequences (can be a benefit) Benefits of having those attributes of a product or service, less observable.o Personal Values Stable beliefs- The means-end chain model (cont.)o LadderingThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute. To discover associations between attributes and consequences and between consequences and personal values In-depth interview via probing- By continuing to ask “why” Applicable to small samples E.g., well known brand-friends like what I wear-feel popular-sense of belongingnessHierarchical Map for Delivery Services- Attributes on bottom (drop Box, On-time Delivery)- Personal Values on top (self-esteem, peace of mind)Motivational Research Techniques (cont.)- The means-end chain modelo Researchers need to understand personal values prior to research- Attributes at the bottom lead to personal values at the top- The question: How can companies utilize hierarchical maps delivered from laddering?o To develop alternative marketing strategies based on varying market segments- Projective Techniqueso Indirect way of uncovering consumer attitudes/feelings/motivations by presenting an ambiguous situations to consumers Association: (most common)- To understand brand image and consumer attitudes- Task: to indicate the first words/images/thoughts elicited by a stimulus Completion- To understand brand image- Task: to finish an incomplete sentence, story, or conversation- Useful when time is limited- People who drink Pepsi are ___________. Expressive- To test cognitive development- Good for children as respondents- Task: to role play, act, or draw a specific concept or
View Full Document