{"id":55164,"date":"2020-01-14T00:00:00","date_gmt":"2020-01-13T21:00:00","guid":{"rendered":"https:\/\/prohoster.info\/blog\/blog_prohoster\/vvedenie-v-metod-semanticheskogo-differentsiala-za-5-minut"},"modified":"2020-02-18T14:03:15","modified_gmt":"2020-02-18T11:03:15","slug":"vvedenie-v-metod-semanticheskogo-differentsiala-za-5-minut","status":"publish","type":"post","link":"https:\/\/prohoster.info\/ro\/blog\/news\/vvedenie-v-metod-semanticheskogo-differentsiala-za-5-minut","title":{"rendered":"Introducere \u00een metoda diferen\u021bialului semantic \u00een 5 minute","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"<h1>Introducere<\/h1>\n<p>\nPentru ce ar putea fi util\u0103 cunoa\u0219terea metodicii diferen\u021bialului semantic? <\/p>\n<ul>\n<li>Putem afla locul nostru \u00een raport cu concuren\u021bii \u00een subcon\u0219tientul consumatorilor. Ni se poate p\u0103rea c\u0103 clien\u021bii au o p\u0103rere proast\u0103 despre produsul nostru, dar ce se va \u00eent\u00e2mpla dac\u0103 afl\u0103m c\u0103 au o p\u0103rere \u0219i mai proast\u0103 despre concuren\u021bi \u00een ceea ce prive\u0219te criteriile care conteaz\u0103 cel mai mult pentru noi?<\/li>\n<li>Putem determina c\u00e2t de eficient\u0103 este publicitatea noastr\u0103 comparativ cu cea a produselor concurente din aceea\u0219i categorie (Call of Duty sau Battlefield?)<\/li>\n<li>Vom stabili pe ce ar trebui s\u0103 lucr\u0103m \u00een ceea ce prive\u0219te pozi\u021bionarea. Imaginea companiei sau a produsului este perceput\u0103 ca fiind \u201eieftin\u0103\u201d? Aparent, c\u00e2nd realiz\u0103m o nou\u0103 campanie publicitar\u0103, ne va trebui fie s\u0103 r\u0103m\u00e2nem \u00een aceast\u0103 zon\u0103 a subcon\u0219tientului consumatorului (\u0219i s\u0103 ne \u00eemp\u0103c\u0103m cu acest statut), fie s\u0103 schimb\u0103m urgent direc\u021bia de dezvoltare. Xiaomi este pozi\u021bionat\u0103 ca o alternativ\u0103 mai ieftin\u0103 la flagship-urile cu acelea\u0219i specifica\u021bii (\u00een mod simbolic). Au o pozi\u021bie bine definit\u0103 care le distinge \u00een compara\u021bie cu concuren\u021bii renumi\u021bi, care se pozi\u021bioneaz\u0103 ca fiind scumpi \u2013 Apple, Samsung, etc. Una dintre principalele probleme \u00een acest caz va fi aceea c\u0103 asocierea (\u0219i anume pe aceasta se bazeaz\u0103 \u00eentreaga metod\u0103) cu cuv\u00e2ntul \u201eieftin\u201d poate atrage \u0219i asocierea \u201eprobad\u0103\u201d sau \u201ede slab\u0103 calitate\u201d.\n<p>Apropo, acest lucru func\u021bioneaz\u0103 \u0219i c\u00e2nd compari alte obiecte din categoria aleas\u0103 \u2014 po\u021bi compara at\u00e2t procesoare, c\u00e2t \u0219i smartphone-uri, c\u00e2t \u0219i portaluri de \u0219tiri! Practic, imagina\u021bia pentru aplicarea acestui metod nu are limite.\n<\/li>\n<\/ul>\n<p>\nCum pot determina prin ce criterii ar trebui s\u0103 compar produsele noastre?<br \/>\n\u00cen principiu, po\u021bi r\u0103spunde la aceast\u0103 \u00eentrebare \u00een mai multe moduri \u2013 po\u021bi \u00eencerca s\u0103 iei un interviu de expert, un interviu semi-structurat sau s\u0103 alegi metoda grupurilor focale. Unele dintre categoriile pe care le ob\u021bii s-ar putea s\u0103 le g\u0103se\u0219ti pe internet \u2014 asta nu ar trebui s\u0103 te deranjeze. Aminte\u0219te-\u021bi c\u0103 ceea ce este cel mai important \u00een cercetarea ta este nu unicitatea datelor ob\u021binute, ci obiectivitatea \u0219i veridicitatea acestora. <br \/>\n<noindex><a rel=\"nofollow\" name=\"habracut\"><\/a><\/noindex><br \/>\nDe asemenea, merit\u0103 men\u021bionat c\u0103 am \u00eent\u00e2lnit de mai multe ori \u00een diferite manuale fraze precum: \u201eR\u0103ul, de regul\u0103, este asociat cu rece, \u00eentunecat, sc\u0103zut; binele \u2013 cu cald, luminos, \u00eenalt\u201d. Imagineaz\u0103-\u021bi, dac\u0103 Sprite, dup\u0103 o nou\u0103 reclam\u0103 \u201eScap\u0103 de sete\u201d, vede c\u0103 b\u0103utura lor este \u00een continuare asociat\u0103 cu cald? <\/p>\n<p>De aceea, este esen\u021bial s\u0103 acord\u0103m aten\u021bie la ceea ce lucr\u0103m \u2013 dac\u0103 pentru o aplica\u021bie, a c\u0103rei scop principal este relaxarea, ob\u021binem \u00een asocia\u021bia din minte cuv\u00e2ntul \u201ecalm\u201d, nu \u00eenseamn\u0103 c\u0103 ne dorim aceea\u0219i caracteristic\u0103 \u0219i pentru un shooter. \u00centr-o oarecare m\u0103sur\u0103, evaluarea este cea mai subiectiv\u0103 parte a acestei metode, dar nu trebuie s\u0103 uit\u0103m c\u0103 este ini\u021bial orientat\u0103 spre lucrul cu asocia\u021biile, care pot varia de la un consumator la altul (de aceea, un alt factor important va fi studiul publicului \u021bint\u0103, care este de obicei realizat prin metode de sondaj sau interviuri structurate).<\/p>\n<h1>Metodologia<\/h1>\n<p>\nChiar \u00eenainte de a \u00eencepe etapa, trebuie s\u0103 ne stabilim ce mesaje publicitare (vom analiza totul pe acest exemplu) dorim s\u0103 test\u0103m. \u00cen cazul nostru, acestea vor fi reclamele urm\u0103toarelor telefoane:<\/p>\n<p><img decoding=\"async\" alt=\"Introducere \u00een metoda diferen\u021bialului semantic \u00een 5 minute\" src=\"\/wp-content\/uploads\/2020\/01\/6ca54e59f7e4e9f06a7d5ae68ab4854e.jpeg\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<br \/>\n<img decoding=\"async\" alt=\"Introducere \u00een metoda diferen\u021bialului semantic \u00een 5 minute\" src=\"\/wp-content\/uploads\/2020\/01\/55e08f0481acae6da2a11f0d03d207fb.jpeg\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<br \/>\nPentru simplificarea metodei, s\u0103 lu\u0103m doi responden\u021bi.<\/p>\n<h3>Prima etap\u0103 \u2013 definirea categoriilor de studiat. <\/h3>\n<p>\nS\u0103 presupunem c\u0103, cu ajutorul metodei grupurilor focale, am reu\u0219it s\u0103 definim urm\u0103toarele 9 categorii (num\u0103rul nu este ales \u00eent\u00e2mpl\u0103tor \u2013 ini\u021bial, autorul a sugerat s\u0103 definim at\u00e2t de multe criterii, \u00eemp\u0103r\u021bite \u00een 3 grupuri egale \u2013 factorii de evaluare (E), factorul de putere (P) \u0219i factorul de activitate (A)):<\/p>\n<ol>\n<li>Stimulant 1 2 3 4 5 6 7 Linistitor<\/li>\n<li>Banala 1 2 3 4 5 6 7 Unic\u0103<\/li>\n<li>Natural 1 2 3 4 5 6 7 Artificial<\/li>\n<li>Ieftin 1 2 3 4 5 6 7 Scump<\/li>\n<li>Creativ 1 2 3 4 5 6 7 Banala<\/li>\n<li>Respins 1 2 3 4 5 6 7 Atr\u0103g\u0103tor<\/li>\n<li>Viu 1 2 3 4 5 6 7 F\u0103cut<\/li>\n<li>Murdar 1 2 3 4 5 6 7 Curat<\/li>\n<li>Dominant 1 2 3 4 5 6 7 Secundar<\/li>\n<\/ol>\n<p><\/p>\n<h3>A doua etap\u0103 \u2013 dezvoltarea chestionarului.<\/h3>\n<p>\nUn chestionar metodologic corect pentru doi responden\u021bi privind dou\u0103 reclame va avea urm\u0103toarea form\u0103:<\/p>\n<p><img decoding=\"async\" alt=\"Introducere \u00een metoda diferen\u021bialului semantic \u00een 5 minute\" src=\"\/wp-content\/uploads\/2020\/01\/3171274db297c9a75b34d637e79da897.jpeg\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<br \/>\nDup\u0103 cum pute\u021bi observa, valoarea minim\u0103 \u0219i maxim\u0103 variaz\u0103 \u00een func\u021bie de r\u00e2nd. Potrivit creatorului acestei metode, Charles Osgood, aceast\u0103 abordare ajut\u0103 la verificarea aten\u021biei respondentului, precum \u0219i a gradului s\u0103u de implicare \u00een proces (dac\u0103 a observat \u0219i a clarificat \u2013 minunat!). Totu\u0219i, unii cercet\u0103tori (\u00een special cei lipsi\u021bi de scrupule) pot s\u0103 nu alterneze scalele pentru a nu le inversa ulterior. Astfel, ei sar peste punctul patru din lista noastr\u0103.<\/p>\n<h3>A treia etap\u0103 \u2013 colectarea datelor, introducerea lor \u00een scala noastr\u0103.<\/h3>\n<p>\n De acum \u00eenainte, pute\u021bi \u00eencepe s\u0103 introduce\u021bi datele \u00een Excel (a\u0219a cum am f\u0103cut eu pentru mai mult\u0103 comoditate) sau continua\u021bi s\u0103 face\u021bi totul manual \u2013 \u00een func\u021bie de c\u00e2te persoane a\u021bi decis s\u0103 intervieva\u021bi (Dup\u0103 p\u0103rerea mea, Excel este mai convenabil, dar pentru un num\u0103r mic de responden\u021bi, va fi mai rapid s\u0103 calcula\u021bi manual).<\/p>\n<p><img decoding=\"async\" alt=\"Introducere \u00een metoda diferen\u021bialului semantic \u00een 5 minute\" src=\"\/wp-content\/uploads\/2020\/01\/b943af8d0f863a3f844ed8497288fb23.jpeg\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<\/p>\n<h3>A patra etap\u0103 \u2013 restaurarea scalelor.<\/h3>\n<p>\nDac\u0103 a\u021bi decis s\u0103 urma\u021bi metoda \u201ecorect\u0103\u201d, acum ve\u021bi descoperi c\u0103 trebuie s\u0103 aduce\u021bi scalele la o valoare unic\u0103. \u00cen acest caz, am decis c\u0103 valoarea maxim\u0103 va fi \u201e7\u201d, iar cea minim\u0103 \u2013 \u201e1\u201d. Prin urmare, coloanele pare r\u0103m\u00e2n intacte. Restul valorilor le \u201erestaur\u0103m\u201d (reflect\u00e2nd valorile \u2014 1&lt;=&gt;7, 2&lt;=&gt;6, 3&lt;=&gt;5, 4=4).<br \/>\nAcum datele noastre vor fi prezentate \u00een urm\u0103toarea form\u0103:<\/p>\n<p><img decoding=\"async\" alt=\"Introducere \u00een metoda diferen\u021bialului semantic \u00een 5 minute\" src=\"\/wp-content\/uploads\/2020\/01\/f3ca11cff1a23b8d966e892c40b7bfef.jpeg\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<\/p>\n<h3>A cincea etap\u0103 \u2013 calcularea mediei \u0219i a indicatorilor generali.<\/h3>\n<p>\nCei mai populari indicatori sunt \u201ec\u00e2\u0219tig\u0103torul\u201d pentru fiecare scal\u0103 (\u201ecel mai bun\u201d) \u0219i \u201epierz\u0103torul\u201d pentru fiecare scal\u0103 (\u201ecel mai r\u0103u\u201d). <br \/>\nOb\u021binem prin sumarea standard \u0219i \u00eemp\u0103r\u021birea la num\u0103rul responden\u021bilor pentru toate notele fiec\u0103rui brand pe caracteristica aleas\u0103 \u0219i compararea acestora ulterior. <br \/>\nValorile medii pentru fiecare reclam\u0103 \u00een forma reconstituit\u0103:<\/p>\n<p><img decoding=\"async\" alt=\"Introducere \u00een metoda diferen\u021bialului semantic \u00een 5 minute\" src=\"\/wp-content\/uploads\/2020\/01\/4bb6b4058fc077c69431f534da5a7aaf.jpeg\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<\/p>\n<ol>\n<li>Stimulator \u0219i lini\u0219titor \u2013 valori identice (5).<\/li>\n<li>Banala \u0219i unic\u0103 \u2013 valori identice (5).<\/li>\n<li>Cea mai natural\u0103 \u2013 reclama 1.<\/li>\n<li>Cea mai scump\u0103 \u2013 reclama 2.<\/li>\n<li>Cea mai creativ\u0103 \u2013 reclama 1.<\/li>\n<li>Cea mai atr\u0103g\u0103toare \u2013 reclama 2.<\/li>\n<li>Cea mai str\u0103lucitoare \u2013 reclama 2.<\/li>\n<li>Cea mai curat\u0103 \u2013 reclama 1.<\/li>\n<li>Cea mai dominant\u0103 \u2013 reclama 2.<\/li>\n<\/ol>\n<p>\nAcum s\u0103 trecem la indicatorii generali. \u00cen acest caz, va trebui s\u0103 sumariz\u0103m fiecare brand pe baza tuturor evalu\u0103rilor primite de la to\u021bi responden\u021bii pentru toate caracteristicile (aici ne vor fi utile mediile noastre). Astfel, vom determina \u201eliderul absolut\u201d (pot exista 2 sau chiar 3). <\/p>\n<p>Suma total\u0103 a punctelor \u2013 Reclama 1 (39,5 puncte). Reclama 2 (41 puncte). <br \/>\nC\u00e2\u0219tig\u0103torul \u2013 Reclama 2.<br \/>\nCel mai important este s\u0103 fi\u021bi con\u0219tien\u021bi c\u0103 c\u00e2\u0219tig\u0103torul, f\u0103r\u0103 un avans semnificativ, este o \u021bint\u0103 u\u0219oar\u0103.<\/p>\n<h3>Etapa a \u0219asea \u2013 construirea h\u0103r\u021bilor de percep\u021bie. <\/h3>\n<p>\nUna dintre cele mai acceptabile \u0219i pl\u0103cute viziuni pentru ochi \u00eenc\u0103 de la introducerea \u00een \u0219tiin\u021b\u0103 de c\u0103tre Ancherson \u0219i Croen sunt graficele \u0219i tabelele. \u00cen rapoarte, acestea arat\u0103 mult mai conving\u0103tor, motiv pentru care Charles a \u00eemprumutat din \u0219tiin\u021bele exacte \u0219i psihologia, ad\u0103ug\u00e2nd h\u0103r\u021bi de percep\u021bie. Ele v\u0103 ajut\u0103 s\u0103 reflecta\u021bi vizual unde se afl\u0103 brandul\/reclama\/produsul dumneavoastr\u0103. Acestea sunt construite prin atribuirea a dou\u0103 valori fiec\u0103rei axe \u2013 de exemplu, axa X va reprezenta criteriul \u201emurdar-curat\u201d, iar axa Y \u201emat-uciatic\u201d. <\/p>\n<p>Construim harta:<\/p>\n<p><img decoding=\"async\" alt=\"Introducere \u00een metoda diferen\u021bialului semantic \u00een 5 minute\" src=\"\/wp-content\/uploads\/2020\/01\/3f1c71e164b2f969c033baa594de49b4.jpeg\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<br \/>\nAcum putem vedea vizual cum sunt percepute cele dou\u0103 produse-reprezentan\u021bi ale companiilor cunoscute \u00een mintea consumatorilor. <\/p>\n<p>Principala calitate a h\u0103r\u021bilor de percep\u021bie este confortul lor. Este destul de u\u0219or s\u0103 analiza\u021bi preferin\u021bele consumatorilor \u0219i imaginile diferitelor m\u0103rci pe baza acestora. Iar acest lucru, la r\u00e2ndul s\u0103u, este foarte important pentru crearea mesajelor publicitare eficiente.<\/p>\n<h3>Concluzii<\/h3>\n<p>\nDup\u0103 cum vede\u021bi, metoda \u00een form\u0103 redus\u0103 nu este complicat\u0103 pentru \u00een\u021belegere, aplicarea sa poate fi realizat\u0103 nu doar de speciali\u0219ti \u00een metodele de cercetare social\u0103 \u0219i de marketing, ci \u0219i de utilizatori obi\u0219nui\u021bi.<br \/>\n<br \/>Sursa: <a content=\"nofollow\" rel=\"nofollow\" href=\"https:\/\/habr.com\/ru\/post\/483776\/\">habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>\u0412\u0432\u0435\u0434\u0435\u043d\u0438\u0435 \u0414\u043b\u044f \u0447\u0435\u0433\u043e \u043c\u043e\u0436\u0435\u0442 \u043f\u043e\u043d\u0430\u0434\u043e\u0431\u0438\u0442\u044c\u0441\u044f \u0437\u043d\u0430\u043d\u0438\u0435 \u043c\u0435\u0442\u043e\u0434\u0438\u043a\u0438 \u0441\u0435\u043c\u0430\u043d\u0442\u0438\u0447\u0435\u0441\u043a\u043e\u0433\u043e \u0434\u0438\u0444\u0444\u0435\u0440\u0435\u043d\u0446\u0438\u0430\u043b\u0430? 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