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The Decision-Oriented Interview (DOI) as a Marketing Instrument for Obtaining Information about Brands

Author

Listed:
  • Karl Westhoff

    (Prof. Dr. Karl Westhoff, Department of Psychology, Dresden Technical University, Germany,)

  • Axel Schmidt

    (Batten & Company, Düsseldorf, Germany)

Abstract

The aim of our article is not to report an empirical study but to present a toolkit which can help to collect valid information about brands. The Decision-Oriented Interview, hereafter, DOI presents empirically proven behavior regularities in interviews as a collection of checklists. The DOI has shown its usefulness in different fields of interviewing e.g. as a selection interview, in forensic assessment or a method for oral examinations. The DOI collection of explicit rules for interview design, execution and summary is described as a toolkit for collecting information relevant in marketing. The purchase decisions are presented as a basis for describing brand-differentiating situations. The use of the rules collected in the DOI checklists has clear advantages over the conventional approach in which success depends on the experience of individual project managers.

Suggested Citation

  • Karl Westhoff & Axel Schmidt, 2014. "The Decision-Oriented Interview (DOI) as a Marketing Instrument for Obtaining Information about Brands," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 4(10), pages 92-108, October.
    • Handle: RePEc:mir:mirbus:v:4:y:2014:i:10:p:92-108
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    File URL: http://thejournalofbusiness.org/index.php/site/article/view/635/476
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    More about this item

    Keywords

    Brands; checklist; decisions; in-depth interview; marketing.;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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