[管理学]Ch06 Ob and Focus.ppt

* Ch08 observation and focus * 2 Projective Techniques Participants are placed in simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning. * Ch08 observation and focus * The kinds of projective techniques Word Association test Sentence Completion test Picture test Cartoon or Balloon test Role-playing activity * Ch08 observation and focus * Word association test A word association test involves reading words to a respondent who then answers with the first word that comes to his or her mind The researcher look for hidden meanings or associations between response and the words being tested on the original list This approach is used to uncover people’s real feelings about these products or services, brand names, or ad copy * Ch08 observation and focus * Example “PG” “Haier” * Ch08 observation and focus * The number of association means Many – rich ，less - poor The nature of association means Active, neutral and The time of association means Fast respondent means have strong motive and simulate * Ch08 observation and focus * Sentence Completion Test Respondents are given incomplete sentences and asked to complete them in their own words Someone who drinks hot tea is————— Tea is good to drink when ——————— Making hot tea is —————————— My friends think tea is————————— * Ch08 observation and focus * Picture test To test potential advertisement s for impact and reaction * Ch08 observation and focus * Cartoon or Balloon Test Take the balloon test on the nest page. * Ch08 observation and focus * * Ch08 observation and focus * Role- playing Participant are asked to pretend they are a “third person,” Thank you very much! * * Ch08 observation and focus * * * * * * * * * Ch08 observation and focus * 操作过程 强制关系联想法 人物联想 动物联想 房屋联想 颜色联想等， 其中人物联想（拟人法）是最常使用的方法； * Ch08 observation and focus * 强制关系联想属于一种抽象思维 主持人采用这种方法的时候注意适当的引导，使用拟人法的是时候，主持人可以在黑板上画出一个人像，然后引导被访者从最基本的特征元素开始想象 性别-年龄-学历-职业-收入-打扮-性格-爱好-