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QUALITATIVE OBSERVATION APPLIED IN PROMOTIONAL STRATEGY DESIGN

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Author(s): Adriana MANOLICĂ | Claudia BOBÂLCĂ | Oana CIOBANU

Journal: Annals of the Stefan cel Mare University of Suceava : Fascicle of the Faculty of Economics and Public Administration
ISSN 2066-575X

Volume: 11;
Issue: 2(14);
Start page: 40;
Date: 2011;
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Keywords: Qualitative observation | promotional strategy | advertising elements | cleaning furniture products

ABSTRACT
Observational research gained more importance in the speciality literature lately, as the method allowsresearchers to understand better the purpose of information in people’s life. Many researchers that tested modern datacollection techniques returned to observational concept, using it on a large scale as a basic method in influencesevaluations on buying decision process.The research team had to realise a qualitative research pattern to be used in the business environment. Thechosen example was arbitrary. The starting point was not real needs and problems of any company.The purpose of this research is to found the promotional strategy for a furniture cleaning product.The qualitative study’s objectives are: (1) understanding the manner that people clean the furniture in theirapartments; (2) identifying motivations for choosing certain furniture cleaning products; (3) identifying the ambientelements associated to furniture cleaning activities.The research method is the unstructured, undisguised, direct observation, followed by an interview.Conclusion synthesize the typical elements to be included in the advertising message, following the manner peopleare cleaning their furniture. Some of these elements refer to: main character is a married woman, 20-30 years old,cleaning the living room furniture; the furniture is decorated; there is an opened TV in the room on a musical channel.The text elements should include expressions such as: “I usually spend 2-3 hours to clean the house on Saturdays”,“My daughter also helps me cleaning around the house”.
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