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Sensory research using the Zaltman Metaphor Elicitation Technique (ZMET)
This chapter introduces Zaltman's Metaphor Elicitation Technique (ZMET). This is a tried and tested method which uses all the senses and enables the interviewer to build trust very quickly through using the image as a bridge to the interviewee.
Miller, L., Hancock, C.
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Revista Brasileira de Pesquisa em Turismo, 2019 Este artigo se propõe a investigar o uso de metodologias de análise da imagem em pesquisas de turismo nacionais e internacionais recentes (2012 a 2017).
Karla Estelita Godoy +1 more
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Identifying cultural codes of students in order to develop advert messages
Вестник Российского экономического университета имени Г. В. Плеханова, 2019 Today it is necessary to improve effectiveness of advert messages used in advertising campaign of entrance exams at the Russian Plekhanov University of Economics.
S. A. Afonsky
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Нейромаркетинг як інноваційний інструмент у маркетингу
Наукові записки НаУКМА: Економічні науки, 2018 У статті подано дослідження сутності такого інноваційного виду маркетингу, як нейромаркетинг, який створює нові можливості для просування товарів та послуг з урахуванням психологічних і фізіологічних особливостей споживачів.
Oleksandra Gumenna, Kateryna Honcharova
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Fandom Under the State: Using ZMET to Explore Comic Conventions in China
Emerging MediaServing as a physical space for fans to gather and express affection for cultural productions, the comic convention has long been seen as the pilgrimage site of fandom and companies, which connect both sides to create a better ecology for creation ...
Ying Wang
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Usando ZMET para explorar la conciencia de marca de ferias comerciales de emprendimiento creativo [PDF]
, 2023 Trade fairs have become a key factor in the promotion of creative and artistic industry ventures. Despite their importance, little is known about the attributes that shape the image of these events in the consumer's mind.
Gamarra Olortegui, Alexa +3 more
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İletişim Kuram ve Araştırma Dergisi, 2016 Bu çalışmanın amacı Türkiye’de birbirine rakip nitelikteki üç haber kanalına ilişkin algılamaları ve bu algılamalar arasındaki yapısal ilişkileri sosyal ağ analizi aracılığıyla ortaya koymaktır.
Şule Yüksel Özmen +1 more
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Investigating Sport Event Attendees' Perceptions: An Application of the ZMET
, 2020 Exploring sport events and attendee’s involvement is generating considerable interest since sport event is one of the fast developing industry in the world.
Choe, Wonhyeoung
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The ZMET Technique: A New Paradigm for Improving Marketing and Marketing Research [PDF]
, 2005 For decades, marketing and marketing research have been based on a concept of consumer behaviour that is deeply embedded in a linear notion of marketing activities.
van Dessel, Maria
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Tulevaisuuden päivittäistavarakauppa [PDF]
, 2012 Tutkielman tarkoituksena oli kuvata ja analysoida kuluttajien odotuksia tulevaisuuden päivittäistavarakauppaa kohtaan. Kuluttajien odotuksia tutkimalla saadaan myös tietoa siitä, miten päivittäistavarakaupan tulisi kehittyä vastatakseen kuluttajien ...
LINDBERG, ANNIKA
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