Importance Of Role Playing In Marketing

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Role Playing
1. Introduction

a. Purpose of the technique
Role playing is the act of changing one’s behavior to assume a perspective of another in either an unconscious way to fill a social role, or consciously acting out a borrowed personality. The purpose of the technique is to learn the point of view or perspective of another human being, character, or inanimate object. In marketing research, role playing allows researchers to put themselves in the shoes of consumers to understand how the audience is feeling. On the other hand, researchers can also test how consumers would want an organization to promote their products if the consumers were the marketers. This kind of information is very vital to companies, because without the perspective …show more content…

Technique classification (quantitative/qualitative; exploratory/descriptive/causal)
Role playing would be best classified as qualitative exploratory research. Research participants are set in a group setting and are asked to act out the role of another person. This process opens a process of understanding the different points of view. The technique also establishes relationships and invokes discussion among participants.
c. Data classification (obtained by observation/communication; projective/physiological/ historical, etc.)
When it comes to collecting data through role playing, the best way to understand another person’s point of view is through communication. Role playing is a physiological act of switching roles to have a deeper understanding of the other person’s perspective. Study the history of role playing can also help marketers learn the technique in different ways and how it has been used throughout history.
2. Method of analysis
a. Procedure (indicate …show more content…

The advantage role playing is using actual people and getting accurate interpersonal behavior experiences. The more in-depth the characters to get their rules the more accurate the information is. The disadvantage of role playing is that it is not one hundred percent accurate. Role playing needs be careful in the introduction of the study and how sensitive to handle the cases. Many people are willing to switch roles, but it may be difficult for some to understand what role they are

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