Brand Identity – Definition and Concept
Brand identity stems from an organization, i.e., an organization is responsible for creating a distinguished product with unique characteristics. It is how an organization seeks to identify itself. It represents how an organization wants to be perceived in the market. An organization communicates its identity to the consumers through its branding and marketing strategies. A […]
Brand Extension – A Success or Failure ?
Brand management has become quite a challenge for brand managers as well as the Organizations today. Intense competition and the decreasing product life of a brand add further dimensions to the brand management problem. Brand managers by and large opt for brand extensions now days. You can check any shelf in the super market and […]
The Making of Brand Leaders
Every Management student and future Business Manager would do well to study and understand more about how certain Organizations build brand leadership and keep growing. Some of the global brand names like Apple, Sony, Reebok, Nike, Samsung, and companies like Dell, IBM, HP, Xerox, GE, Motorola not to forget a host of other technology Companies […]
Marketing Strategies for the Age of Consumer Fragmentation and the Age of Digital
The Fragmentation of the Consumer Segments and the Rise of Hyper Personalization We live in the Age of Fragmentation where consumer markets are so niche and granular that conventional marketing strategies are ineffective. Everywhere we look around us, we find that consumer markets are no longer monoliths or can be classified into broad Demographic, Regional, […]
Strategies for Longer Term Transformation of Print Media and Short Term Viability
Why the Future of Print Media is good There are many experts who have been claiming that the age of newspapers is over and hence, the future of media is digital. However, if statistics are anything to go by, print media are still relevant and their bottom lines are healthy in Asian countries. However, the […]
They generally use small samples and also conduct direct one to one personal interviews. A detailed background is provided by the respondents and elaborate data concerning the respondents opinions, values, motivation, expression, feeling etc are obtained. Even their non-verbal expressions are observed. They take long time, therefore lengthy observations are involved.
These are conducted to customize individual responses. The questions will depend on what kind of answers are given. Even interview climate influences the respondents.
The success of interviews depends on the rapport of the interviewers established with the respondents.
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