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Course of studies
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.