The experiment was conducted to identify the brand associations between the two leading mobile phone companies, and it was not executed to compare the two companies.
Research method: Implicit association test (IAT). The experimental method was first developed in 1998 by Anthony Greenwald, a professor at the University of Washington, and Mazaran Banaji, a professor at Harvard University. The social psychologists believed that people make most decisions unconsciously. The process by which a person makes a decision without thinking is called subconsciousness. In order to bring that concept to the subconscious, IAT was developed as a research method.
This study is very different from the traditional research methods we know. Computer-based research is conducted, and a response of 100 to 800 milliseconds, or less than 1 second, is considered a decision made by the subconscious. The experiment involved 25 customers from each of the companies Mobicom and Unitel customers, for a total of 50 participants.
The most commonly used keywords and images related to the two operators in the group discussion method and on social network were selected as the indicators.
If you start thinking, or after more than 1000 milliseconds, it is considered to be a conscious decision. The fact that Unitel and Mobicom users were involved in the survey suggests that they have a clear understanding and experience of these brands. But that doesn't mean that they are fully aware, this research method measures only a stronger feeling that stays in that person's subconscious.
Detailed report: http://gogo.mn/r/76w9v?fbclid=IwAR3z2TCuuYE3mRZy2phKqWLbtAWl6MJb5uuArKZqaK2nZrO0-mzv3exXl1k
