How Technology is Transforming the Role of Market Research Analysts

dressing, rather than brand names. Shoppers rely on visual reminders of their requirements as they scan products on the shelf and recognize brands. Obviously, since purchasing decisions are based on recognition, advertising should depict the packaging as it will be seen in the shop. (Percy & Rossiter 1992, 265.) According to the strength theory or threshold theory recognition necessitates a lower degree of memory power than recall (Kintsch 1970, 

as cited in Khurram, Qadeer & Sheeraz 2018, 223). For example, brand recognition is frequently visual in nature, visual recognition metrics can be applied. Consumers may find it difficult to describe a brand or symbol vocally or visually in a recall exercise, but they find it much easy to assess the same characteristics visually in a recognition challenge. Nonetheless, brand recognition assessments can only offer a rough estimate of prospective 

recallability, and brand recall is required to be measured to examine if the brand aspects will be recalled. (Keller & Brexendorf 2019, 1417.) 2.4.2 Brand Recall When the brand is not present in other decision-making circumstances, a category requirement is first encountered, and the consumer then depends on memory to develop probable answers. In this instance, the consumers must recall a brand, or numerous brands, in order to make a choice. (Percy & 

Brand recall is defined as the extent 

to which consumers remember advertising and other messages that have been sent about a brand. It is a type of brand awareness where the consumer recognizes or identifies a brand, using information from memory.” (Prashar, Dahir & Sharma 2012, 84–88.) Meanwhile, Baumann, Hamin & Chong in 2015 stated that brand recall is the ability of a customer to recall a brand when given indications relating to the brand, requiring customers to accurately 

produce the brand from memory. Brand recall is categorized into two categories: unaided recall and aided recall. Unaided recall on the basis of “all brands” provided as a cue is likely to recognize just the most powerful brands while aided recall employs a variety of indicators to assist customer recall. (Keller & Brexendorf 2019, 1417.)The first layer, philosophy consists 

four different philosophies, positivism, realism, interpretivism and pragmatism. The last mentioned, pragmatism, is the most suitable philosophy for this thesis. Pragmatism is focused on the practical consequences of an idea. Several methods can be used in this philosophy; both quantitative and qualitative research methods (Saunders, et al, 2012). The second layer is the approach, which consists of two different approaches; deduction and induction. The 

First approach is deductive which 

concentrates on testing an existing theory using empirical observation, while the second approach, inductive, involves establishing a theory based on the empirical observation (Collis & Hussey, 2013). For this thesis, a deductive approach means to be more suitable. The deductive approach is suitable because this thesis investigates existing theories within content marketing and implementing them on a real life example. The third layer consists of 

seven different strategies that can be used in order to conduct the research. These are; experiment, survey, case study, action research, grounded theory, ethnography and archival research. The strategy chosen for this thesis is a case study. Further details about the case study will be discussed later on in this section. The fourth layer of the research onion

consists of three different choices, mono method, multi-method and mixed method. For this thesis, a mixed method was chosen. A mixed method means using both quantitative and qualitative data collection (Saunders, et al, 2012). For the purpose of this thesis, interviews and observations were used as qualitative data collection and a survey for quantitative data collection. The fifth layer looks at two different ways of time horizons, cross-sectional and 

Cross sectional design can be used

for both quantitative and qualitative data. It involves measuring behaviour or aspect of individuals or groups at a single point in time. The opposite is longitudinal design, which studies behaviours and aspects using samples over a longer period (Saunders, et al, 2012). For this thesis cross-sectional design is the most suitable time horizon, this because of the time constraint of this thesis. The sixth and final layer consists of data collection and data 

analysis. For the purpose of this thesis, the data collected consisted of interviews, observations and survey. Content analysis method was chosen to analyse the qualitative data.Interviews are defined as “A method for collecting primary data in which a sample of interviewees are asked questions to find out what they think, do or feel” (Collis & Hussey,  There are different types of interviews with different types of questions, unstructured or 

semi-structured interviews and open or closed questions. The first type, unstructured interview are interviews without prepared questions, instead the questions evolve during the interview. The second type, semi-structured interview are interviews where some questions are prepared and some questions are developed during the interview. Closed questions are questions, which can be answered with a yes or a no, while open questions need a longer 

Conclusion

and more developed answer Collis & Hussey, 2013 Ghauri & Gronhaugh (2010) states that there are three different was to conduct an interview; interviews by email, interviews by phone, and personal interviews. For the research of this thesis, personal interviews were conducted with the management of a6 centre. The interviews were conducted with the centre manager and the centre-marketing manager. The centre manager and the centre-marketing 

manager are the only two who holds marketing responsibility at A6, thus only two interviews were conducted. The interviews were semi-structured, meaning the questions asked were prepared in advance, with mostly open questions, which gave the interviewee the opportunity to freely answer the question. Since two different interviews were conducted with two people with different positions within the management, different questions were developed for each 

the candidates. The interview with the centre manager focused more on the actual structure and development of the company, while the interview with the marketing manager consisted of questions regarding the marketing aspect of a6 centre. The interviews were recorded and transcribed in order to make it easier to summarize and analyse the interviews.Observations is defined by Collin & Hussey (2013), as, “A method for collecting data used in the laboratory

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