The ZMET Technique: A New Paradigm for Improving Marketing and Marketing Research
van Dessel, Maria (2005) The ZMET Technique: A New Paradigm for Improving Marketing and Marketing Research. In Purchase, S (Ed.) ANZMAC 2005: Broadening the Boundaries: Conference Proceedings, 5 December - 7 December 2005, Australia, Western Australia, Fremantle.
For decades, marketing and marketing research have been based on a concept of consumer behaviour that is deeply embedded in a linear notion of marketing activities. With increasing regularity, key organising frameworks for marketing and marketing activities are being challenged by academics and practitioners alike. In turn, this has led to the search for new approaches and tools that will help marketers understand the interaction among attitudes, emotions and product/brand choice. More recently, the approach developed by Harvard Professor, Gerald Zaltman, referred to as the Zaltman Metaphor Elicitation Technique (ZMET) has gained considerable interest. This paper seeks to demonstrate the effectiveness of this alternative qualitative method, using a non-conventional approach, thus providing a useful contribution to the qualitative research area.
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|Item Type:||Conference Paper|
|Keywords:||Consumer Behaviour, Stimulus-response Models, Qualitative Marketing Research, ZMET|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2005 Please consult the authors.|
|Deposited On:||17 Jun 2009 15:16|
|Last Modified:||06 Sep 2012 15:32|
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