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undergraduate thesis
PSIHOLOŠKA ISPITIVANJA U ISTRAŽIVANJU TRŽIŠTA
Završni rad
2022. urn:nbn:hr:145:803897
Erić, Marija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Erić, M. (2022). PSIHOLOŠKA ISPITIVANJA U ISTRAŽIVANJU TRŽIŠTA : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:803897

Erić, Marija. "PSIHOLOŠKA ISPITIVANJA U ISTRAŽIVANJU TRŽIŠTA : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:803897

Erić, Marija. "PSIHOLOŠKA ISPITIVANJA U ISTRAŽIVANJU TRŽIŠTA : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:803897

Erić, M. (2022). 'PSIHOLOŠKA ISPITIVANJA U ISTRAŽIVANJU TRŽIŠTA : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 14 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:803897

Erić M. PSIHOLOŠKA ISPITIVANJA U ISTRAŽIVANJU TRŽIŠTA : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 November 14] Available at: https://urn.nsk.hr/urn:nbn:hr:145:803897

M. Erić, "PSIHOLOŠKA ISPITIVANJA U ISTRAŽIVANJU TRŽIŠTA : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:803897

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Metadata
TitlePSIHOLOŠKA ISPITIVANJA U ISTRAŽIVANJU TRŽIŠTA : Završni rad
Title (english)PSYCHOLOGICAL TESTS IN MARKET RESEARCH : Final paper
AuthorMarija Erić
MentorAna Pap Vorkapić (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2022-09-02, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Jedan od ciljeva marketinga je zadovoljavanje potrebe potrošača koji se ostvaruje ponudom različitih proizvoda na tržištu koji će riješiti potrošačev problem. Da bi potrošačeve potrebe, želje i problemi bili razumljiviji kao i njihova percepcije proizvoda, usluga ili ideja koje se na tržištu nude, javlja se psihologija kao svijetlo koje demistificira nepoznanice ljudskog mišljenja i djelovanja. Psihologija nudi pomoć i u specifičnom segmentu marketinga, istraživanju tržišta, pružajući metode koje se mogu kategorizirati prema tome što se ispituje: mišljenje, stavovi, prepoznavanje, sjećanje ili nešto drugo. Posebno značajne u ispitivanju podsvjesnog u ljudima su projektivne tehnike koje pripadaju ispitivanju stavova, a kako bi podatci uopće bili prikupljeni bilo kojom od metoda nužno je poznavanje i uporaba ljestvica za ispitivanje. Osim toga psihologija jasno pruža uvid u to koje se unutarnje odnosno vanjske odrednice čovjekova ponašanja koji se odraz njegove percepcije. Psihološkim ispitivanjima može se dobiti uvid u to gdje su proizvodi pojedinih tvrtki smješteni u umovima potrošača i na koji način specifičnim segmentima potrošača pristupiti kako bi njihov proizvod dosegao željeni položaj. Može odrediti strategiju kojima će se tvrtke koristiti kako bi postigle željeni rezultat te kako bi potrošače stimulirale da izaberu upravo njihov proizvod, uslugu ili ideju u mnoštvu drugih odnosno može im pomoći da izgrade vlastiti brand oko onoga što na tržištu nude svojim potrošačima.
Abstract (english)
One of the goals of marketing is to satisfy the consumer's needs, which can be achieved by offering different products on the market that will solve the consumer's problem. In order for consumer's needs, desires and problems to be more understandable, as well as their perceptions of products, services or ideas offered on the market, psychology appears as a light that demystifies the unknowns of human thinking and action. Psychology also offers help in a specific segment of marketing, market research, providing methods that can be categorized according to what is being examined: opinion, attitudes, recognition, memory or something else. Particularly significant in examining the subconscious are the projective techniques. In order for data to be collected at all by any of the methods, it is necessary to know and use rating scales. In addition, psychology clearly provides an insight into the internal and external determinants of human behavior which are a reflection of his perception. Psychological tests can be used to gain insight into where the products of individual companies are located in the minds of consumers and how to approach specific consumer segments in order for their product to reach the desired position. It can determine the strategy that companies will use in order to achieve the desired result and to stimulate consumers to choose their product, service or idea among many others, or it can help them build their own brand.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:803897
Study programmeTitle: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
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Created on2023-05-18 08:41:02