StudentShare solutions
Triangle menu

Qualitative research and questionnaire design - Essay Example

Nobody downloaded yet

Extract of sample
Qualitative research and questionnaire design

In its simplest sense, emotional branding pertains to that type of strategy which gives paramount importance to the emotions, most especially that of the consumers. Nowadays, members of the corporate world have recognized the importance of Corporate Branding. Big companies such as Victoria’s Secret, Coca-Cola, Godiva and Starbucks have all resorted to the use of emotional branding to attract more customers. Basically, emotional branding denotes one thing: that is, to place the customers at the core of the marketing strategy rather than focusing too much on the product (Berrada 2010; Gobe 2010). Pertinently, it is the goal of emotional branding to ensure the development of customer loyalty by making sure that the brand dominates its competitors with respect to the attention given by the customers (Travis 2000). Generally, emotional branding gives importance to the five senses of the consumers. Hence, advertisements focus on these, making sure that the customers connect not just with the product being advertised but to the brand as well. Hence, through emotional branding, the consumers are perceived to have the capacity to connect more to the brand. In this regard, the connection of the customers and the brand results to a greater profit for the company or manufacturer concerned (Gobe 2010; Taher 2006). The use of emotional branding then appeals to the internal aspect of the consumer. It is basically more concerned with the use of abstract concepts yet at the same time, yields to results that are concrete (Berrada 2010; Norman 2005). Evidently, not much research has been successful in determining why emotional branding results to customer satisfaction. It was considered as the marketing trend of the current generation (Gobe 2010; Passikoff 2006). Because of the competition dominating in the business arena, companies must not only tell their consumers what they need; instead, they must focus on the different reasons why the latter needs to obtain this (Desgrippes, Hellman and Gobe 2007; Norman 2005) This research generally focuses on emotional branding in the case of one of the most successful brands in the whole world: Starbucks. Undeniably, Starbucks has been considered as one of the most successful companies that have carried out the emotional branding strategies. Its products appeal to its consumers, enjoy high name recall, and finally, experience high degrees of customer loyalty (Gobe 2010; Mennen 2010; Passikoff 2006). In fact, Starbucks has been considered as the benchmark for mainstream coffee houses in view of its ability to market its products by promoting the social status that it gives. In this regard, this research draws on the perceptions of the customers of Starbucks with respect to aspects of emotional branding carried out by the corporation as well as the successfulness of the said strategies in the attainment of the following results: (1) appeal of the products to the customers, (2) high name recall, and (3) customer loyalty (Dorfmeister 2003; Gobe 2010). To attain the said objectives, this research employs the use of the qualitative approach to research, focusing on the use of the interviews in the form of questionnaires to obtain the pertinent data for this research. Literature Review Having established the main objective that this paper seeks to attain, this section then focuses on the review of pertinent literature with respect to emotional branding. Generally, this literature review focuses on three pertinent issues, ...Show more


In this highly commodified and capitalistic market, it is of paramount importance to manufacturers and companies to engage in various activities that would inspire them to undertake innovation and to overtake their competitors in terms of customer loyalty and sales (Gobe 2010; Travis 2000)…
Author : jerrod68
Qualitative research and questionnaire design essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Qualitative research and questionnaire design"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

The quantitative questionnaire method versus the qualitative focus group method
The reason for this is that one of these, i.e. questionnaire brings out just numbers and information while the focus group methodology aims to explore how and why these numbers or information sets have come up from and what are the exact reasons behind the very same.
6 pages (1500 words) Essay
Sociology: Questionnaire design
It has been omnipresent throughout the last 200 years and it has restricted to just single way of producing understanding which uses the scientific method. (Rubin & Wood 1997) gave an easy to understand definition of Positivism:"A paradigm introduced by August Comte, which held that social behaviour could be studied and understood in a rational, scientific manner—in contrast to explanations based in religion or superstition" (p.
8 pages (2000 words) Essay
Quantitative and Qualitative Research Methods
Research in a particular discipline helps us in number of ways. It gives a picture of the actual facts and the circumstances that can affect the subject and study. Research is a separate discipline in itself and needs proper formulation for conducting it.
4 pages (1000 words) Essay
Qualitative Research
Qualitative Research In social sciences, research is perceived to be problematic because; it is possible to have different interpretations of data collected and with differing interpretations defined by each specific observer. The use of qualitative approach in research allows the researcher to have the freedom to explore data according to their knowledge and skills; this makes it possible to have different authors with various views on social worlds, where a concept derives different interpretations.
6 pages (1500 words) Essay
Qualitative Research Master Essay
Epistemological theories attempt to address the perception of reality, truth, justice and the pursuit of knowledge (Evers and Walker, 2005: 29). In science, there are two main theoretical approaches to research. The Quantitative tradition relies on numerical data and has been associated with the positivist, empiricist and behaviorist schools of thought.
8 pages (2000 words) Essay
Business Research proposal and Questionnaire
To create a positive impression, companies try to create a distinctive brand image for their products. The strategy is to utilize celebrities as endorsers in marketing campaign and it
10 pages (2500 words) Essay
Questionnaire Design and Data
nd restaurants so that the franchise branch of brand Black Angus Steakhouse can be smoothly run and developed, where the needs and demands of the customers can be presented in a stylish and innovative way. As the study is related to hotel, the regular visitors of hotels and
6 pages (1500 words) Essay
QUALITATIVE RESEARCH DESIGN, Subject-Critical Thinking and Investigation Methods
s that provide a consolidated, integrated view of customers across all business areas to ensure that each customer receives the highest level of service” (Collins, 2006). It is usually mediated by a set of information technologies that often aims to help in the creation of
10 pages (2500 words) Essay
Qualitative Research Design
This will also help in the support towards implementation change process. I will let the CEO of the company know that although some employees may seem not supporting the change, the company still
2 pages (500 words) Essay
Qualitative Research
Qualitative research involves the use of ethnographical studies and surveys in collecting data from a sample population. Ethnography is more detailed and takes time; the researcher is in contact with the sample for much longer time, and data collected continuously.
6 pages (1500 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us