QUALITATIVE OBSERVATION APPLIED IN PROMOTIONAL STRATEGY DESIGN

Adriana Manolica (), Claudia Stoian (Bobalca) and Oana Ciobanu ()
Additional contact information
Adriana Manolica: University Alexandru Ioan Cuza of Iasi, Romania
Oana Ciobanu: University Alexandru Ioan Cuza of Iasi, Romania
Authors registered in the RePEc Author Service: Oana Tugulea

The Annals of the "Stefan cel Mare" University of Suceava. Fascicle of The Faculty of Economics and Public Administration, 2011, vol. 11, issue 2(14), 40-45

Abstract: 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”.

Keywords: Qualitative observation; promotional strategy; advertising elements; cleaning furniture products; participation observation; interview (search for similar items in EconPapers)
Date: 2011
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.seap.usv.ro/annals/arhiva/USVAEPA_VOL.11,NR.2(14),2011_fulltext.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:scm:ausvfe:v:11:y:2011:i:2(14):p:40-45

Access Statistics for this article

The Annals of the "Stefan cel Mare" University of Suceava. Fascicle of The Faculty of Economics and Public Administration is currently edited by Editura Universitatii Stefan cel Mare din Suceava

More articles in The Annals of the "Stefan cel Mare" University of Suceava. Fascicle of The Faculty of Economics and Public Administration from "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration Contact information at EDIRC.
Bibliographic data for series maintained by Liviu Scutariu ().