Application Exercise Associated Grocery Stores AGS has alway

Application Exercise:

Associated Grocery Stores (AGS) has always used paper bags for sacking groceries in its chain of retail supermarkets. Management has noticed that some competitors are offering reusable bags to their customers. AGS management isn’t certain just how strongly consumers in its markets feel about having to bring the reusable bags every time they visit the supermarket. Select two projective techniques. First, defend your use of a projective technique. Second, describe in detail how your two chosen techniques would be applied to this research problem.

Solution

Psycho-drawings- are usually pre-prepared paper sheets, with stick women and men & a blank thought bubble. They are helpful for getting individual viewpoints on subjects, & specifically the ‘how will this make you feel?’. This is a useful method in case of respondents who are   reserved about speaking their emotions in front of a cluster of strangers in the beginning. It also enables market researchers to utilize a 3rd -party perspective, for example, ‘this is how I feel that majority of the consumers would respond to this service experience’. Word Association Test- The respondent is given a hint & asked to react to the 1st thing that comes to his mind. The linking can take the form of a picture /a word. There can be several interpretations of the very same thing. A listing of words is provided & the respondent doesn’t know in which word the market researcher is the most interested. The researcher records the responses which uncover the opinion of the respondent. The frequency with which a particular word is provided a response & the time period that passes before the response is provided are essential for the researcher.