Tvisebrivi meTodebi socialur kvlevaSi - Center for Social Sciences
Tvisebrivi meTodebi socialur kvlevaSi - Center for Social Sciences
Tvisebrivi meTodebi socialur kvlevaSi - Center for Social Sciences
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magaliTad, ganasaxieron sxvadasxva firmis mier warmoebuli analogiuri<br />
saqoneli.<br />
es sakmaod rTuli meTodikaa, romlis gamoyenebasac Zalian didi dro<br />
sWirdeba da amasTan, is moiTxovs moderatoris gansakuTrebul ostatobas. is<br />
saSualebas gvaZlevs, gavigoT, Tu ra adgils ikavebs esa Tu is saqoneli<br />
respondentebis yofaSi.<br />
8. naxatebi da “fsiqonaxatebi”<br />
magaliTi: vTxovoT respondentebs, Tavad daxaton naxati raime<br />
situaciasTan dakavSirebiT.<br />
aseTi naxatebi saSualebas gvaZlevs, SevafasoT respondentebis mier ama Tu im<br />
saqonlis aRqma, amitom isini Zalian xSirad gamoiyeneba satelevizio sareklamo<br />
rgolebis efeqturobisadmi miZRvnil fokus-jgufebSi. amasTan, aseTi naxatebis<br />
meSveobiT SesaZlebloba gveZleva SevamowmoT, Tu ramdenad daaxsovdaT<br />
respondentebs ama Tu im saqonlis SefuTva, samarko niSani, da sxva.<br />
ra Tqma unda, aseTi meTodikis gamoyenebis SesaZleblobebi SezRudulia,<br />
ramdenadac bevri respondenti ukan daixevs im mizezis gamo, rom xatva ar icis,<br />
Tumca aq xatvis xarixs ara aqvs gadamwyveti mniSvneloba. amitom es meTodika<br />
yvelaze xSirad bavSvebTan muSaobisas gamoiyeneba.<br />
9. kolaJi<br />
magaliTi: Jurnalebidan gamoWrili suraTebis didi raodenobidan<br />
respondentebs sTavazoben SearCion iseTebi, romlebic, maTi azriT, yvelaze<br />
metad Seesabameba romelime saqonlis an adamianis imijs.<br />
es meTodika saSualebas gvaZlevs, gamovaaSkaravoT respondentebis<br />
damokidebuleba ama Tu im saqonlis mimarT, da mogvcems iseT in<strong>for</strong>macias,<br />
romlis verbalurad gamoxatvac repondentebs gauWirdebaT.<br />
rogorc wesi, kolaJis Sedgena sakmaod Znelia, amitom iTvleba, rom Tu<br />
respondentebma Tavi gaarTves am amocanas, e.i. isini xangrZlivi drois manZilze<br />
Segnebulad moixmaren ama Tu im saqonels, da maT cnobierebaSi ukve<br />
Camoyalibebulia myari warmodgena mis Sesaxeb.<br />
amasTan, unda aRiniSnos, rom kolaJis teqnika mniSvnelovan sirTuleebs<br />
Seicavs ara marto respondentebisTvis, aramed mkvlevarebisTvisac, romlebsac,<br />
rogorc wesi, uWirT Sedegebis interpretacia. amitom am teqnikis gamoyenebisas<br />
uaRresad mniSvnelovania, mivceT respondentebs saSualeba, Tavad agvixsnan<br />
Tavisi arCevani da agviRweron is, rac “Seqmnes”.<br />
10. kartografireba (Brand mapping)<br />
magaliTi: respondentebs vTxovoT, ramdenime jgufad dayon konkurenti<br />
firmebis mier damzadebuli msgavsi saqoneli.<br />
es meTodika sakmaod farTod gamoiyeneba marketinguli xasiaTis fokusjgufebSi.<br />
is saSualebas gvaZlevs, gamovacocxloT jgufis msvleloba. amasTan,<br />
is gvaZlevs Zalze Rirebul in<strong>for</strong>macias imasTan dakavSirebiT, Tu rogor xedavs<br />
bazars TviTon momxmarebeli. am meTodikis daxmarebiT SeiZleba davinaxoT,<br />
ramdenad “savsea” bazari Tu, piriqiT, jer kidev aris axali markis saqonlis<br />
SemoRwevis SesaZlebloba. is saSualebas gvaZlevs, agreTve davinaxoT, icvleba<br />
Tu ara momxmareblis warmodgena arsebuli saqonlebis Sesaxeb reklamis gavlenis<br />
qveS.<br />
am meTodikis gamoyenebis SemTxvevaSi unda gaviTvaliswinoT, rom is sakmaod<br />
did dros moiTxovs da misi CatarebisTvis saWiroa damxmare “TvalsaCino<br />
masalis” gamoyeneba.<br />
proeqciuli teqnikebis gamoyenebisas aucilebelia Semdegi moTxovnebis<br />
dacva:<br />
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