Qualitative Observation Applied In Promotional Strategy Design
Observational research gained more importance in the speciality literature lately, as the method allows researchers to understand better the purpose of information in people’s life. Many researchers that tested modern data collection techniques returned to observational concept, using it on a large scale as a basic method in influences evaluations on buying decision process. The research team had to realise a qualitative research pattern to be used in the business environment. The chosen example was arbitrary. The starting point was not real needs and problems of any company. The purpose of this research is to found the promotional strategy for a furniture cleaning product. The qualitative study’s objectives are: (1) understanding the manner that people clean the furniture in their apartments; (2) identifying motivations for choosing certain furniture cleaning products; (3) identifying the ambient elements associated to furniture cleaning activities. The research method is the unstructured, undisguised, direct observation, followed by an interview. Conclusion synthesize the typical elements to be included in the advertising message, following the manner people are cleaning their furniture. Some of these elements refer to: main character is a married woman, 20-30 years old, cleaning the living room furniture; the furniture is decorated; there is an opened TV in the room on a musical channel. The text elements should include expressions such as: “I usually spend 2-3 hours to clean the house on Saturdays”, “My daughter also helps me cleaning around the house”.
Volume (Year): 11 (2011)
Issue (Month): 2(14) (December)
|Contact details of provider:|| Postal: |
Phone: +40 230 522978
Fax: +40 230 216147
Web page: http://www.seap.usv.ro
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:scm:ausvfe:v:11:y:2011:i:2(14):p:40-45. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Liviu Scutariu)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.