Marketing Research
The authors looked at the effects of scents on recall of brands. They noted that, in spite of a lack of research, ambient scents are already being used in a variety of retail settings including grocery stores and restaurants. They are used for other purposes in both offices and subways. In two different studies, participants looked at photographs of brands. Some brands were familiar to the participants and some were not. Images were delivered via computer for specific lengths of times. During these episodes, a diffuser distributed scent into the room. 24 after this activity, the subjects' recall, for both name brand and recognition, were tested. In both studies, the presence of an ambient scent improved both recognition and recall. The authors provided supporting evidence for their research, including research demonstrating a tie between scent and memory, a possible scientific explanation for that tie, and an example of this link from fiction (Proust's novel Remembrance of Things Past, where the protagonist smells a cookie, and the smell releases waves of forgotten childhood events). The researchers looked at the interplay between ambient scent, participant attention, and later recall. They analyzed these factors related to products the participants were familiar with and unfamiliar with. Interestingly, follow up research demonstrated that the use of ambient scent improved memory of a new brand, but did not help in recall. This may have been because there was only a 24-hour span between the encoding phase and the retrieval phase.
DISCUSSION OF RESEARCH:
The author's purpose was to explore the use of ambient scents to improve brand recognition and recall. They sought to determine what, if any, association exists between scent and the strong recall of memories, including memories of people, products or events. They noted that ambient scents are currently being used in supermarkets, restaurants, office buildings, casinos and subway stations in order to influence behavior, while another company is exploring ways to tie scents to internet sites. The researchers looked at the conceptual background for the use...
Ethics of Marketing Research in the Internet Era Increasingly, management is being taken to be a critical production factor alongside the other factors of production. It therefore follows that the success of a business enterprise is largely hinged on the ability of management to make superior decisions. However, for managers to make effective decisions, they not only need a supportive decision making environment but also a set of tools to enhance
However, FGD is most vulnerable to external influences and participants have the tendency to be "swayed" by dominant participants. Thus, while it is more interactive and generates more information than in-depth interviews, FGD is susceptible to dominance of one or few participants, thereby resulting to information that is unreliable. Lastly, ethnography provides a more detailed, objective, and authentic information about a phenomenon that is worth noting for purposes of research
A special part of the walk-through is the online shopping part, wherein the researcher will ask the participant on how he/she goes about with his/her online shopping activity. Note on triangulation The proposed three-method design for this exploratory study is the researcher's way of ensuring that research results are triangulated. Combining the general findings from the diary and FGDs and specific online shopping behavior from the in-depth interviews would create a
The authors also note however that poor statistics serve as a de-motivating force, and that service companies should try harder to emphasize the positives rather than the negatives associated with working in the services industry if they want to continue to capture quality employee's interest. Yet another problem with "service" in the service sector is "outsourcing." "Contracting out" (Postner, 1990) has long been noted as a primary problem in the
In an online setting, Rowley suggests that marketers do not need to "speculate about customer needs" because they can use the Internet to download customer's buying profiles and enhance their customer service and product development strategies based on the information they receive from online reports. Further, the author suggests advertising can be more targeted because it is more easily tracked in an online setting vs. An offline setting. Rowley (2004)
The broader areas of Customer Relationship Management (CRM) serve as the foundation of client relationship management and analysis (Ravanas, 2007). There is the second weakness of also concentrating on the corporate donors as a largely homogeneous group. This can be seen in the approaches defined in the Club's annual report. The tailoring of individualized strategies can maximize the experiences of donors so they have a higher level of ownership in
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