Development of a research tool to investigate customer needs at the Point of Sale

  • The neuromerchandising group GmbH & Co KG, creates holistic experiences for customers at the point of sale by leveraging the latest findings of research in neuroscience and evolutionary biology. In order to find an appropriate research tool to analyze customers` attitudes at the POS three survey methods are tested, evaluated, and compared against each other at the example of an attitude survey for the MyMuesli GmbH. A traditional attitude survey method is less reliable due to issues with bias compared to the other two methods. Possible reasons for bias are explained in this work. The projective technique survey, which uses indirect questions, is rather ambiguous and long, and the third method, which uses a card game for the responses, is inappropriate for detailed statistical analysis. A combination of the methods is recommended and suggestions for improvement are made throughout this work.

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Metadaten
Author:Julia Jalaß
Advisor:Paul Taylor
Document Type:Bachelor Thesis
Language:English
Year of Completion:2016
Granting Institution:Hochschule Furtwangen
Release Date:2016/04/05
Tag:Market Research; Marketing; Neuromarketing; Point of Sale; Survey
Degree Program:IBM - International Business Management
Functional area:Marketing
Access Rights:Innerhalb der Hochschule
Licence (German):License LogoEs gilt das UrhG