Construct · 1 fields · 1 citations

ZMET: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
ZMET1 CONSTRUCTZMETZALTMAN · ADVERTISING

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Advertising

a qualitative research technique that uses images consumers collect and in-depth interviews to surface the metaphors and deep constructs behind their thinking.

In advertising, ZMET refers to a qualitative research technique that uses images consumers collect and in-depth interviews to surface the metaphors and deep constructs behind their thinking. This meaning comes from Zaltman (1997) in Journal of Marketing Research.[1]

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Nearby constructs

surface3 fields · 3 citationsjingle · one word, three constructs

References

  1. Zaltman, G. (1997). Rethinking Market Research: Putting People Back In. Journal of Marketing Research, 34(4), 424-437. https://doi.org/10.1177/002224379703400402

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