Computer Modeling of Research Subject

A specific database is created on the basis of data sets prepared by researcher of a given project. The database is supposed to contain conditions for building a model of perception and estimation attitudes toward a certain class of objects within a specific mentality. Setting this model as a basis, a researcher is allowed an opportunity to correct different subject images with the help of visual modeling in real time. It is realized with the help of a program module that is a part of "FOCUS ++" system - "Visual Model Builder". The animation part can can be viewed here (file size 166 kB).

The module interface is a slider section with moving indicators and 5 diagrammed sections of various types. The number of sliders depends on a number of project-specified scales, i.e. each slider refers to one of the scales (characteristics). The indicator moved by a researcher denotes the desired change in a characteristic in a desired direction, which immediately reflects in the diagrams. Thus, manipulating the sliders, a researcher is able to correct the chosen subject image as desired. It is natural that the image-correcting tendency concerns approximation of the latter to the ideals relevant to the specified conditions (motives).

As it was noted above, image correction can be performed for any of the subjects represented in the database by choosing a desired one from the list. It is assumed that the initial position of the indicator denotes the source estimation of this subject by a mentality. The numbered values of the indicators are displayed in terms of percentage of the maximal value. Thus, having received a desired result on the diagram, a researcher can estimate percent alteration of each of the studied characteristics.

Section 1 contains the "Motives" diagram with rating values of a specific subject on selected motives. For every motive there are 4 rating values:

1. Source rating of the subject (empirical);

2. New 1 predicted for the subject after image correction in terms of its features;

3. New 2  predicted subject rating on condition that probable investment would not be spent on image correction. Instead, it would be reserved for the market promotion of the product, the old image retained;

4. New 3 predicted subject rating for the image desirable, provided that the product is promoted on the market at the expenses equivalent to the sums spent on gaining the source-image subject rating.

Thus, comparing the above-mentioned types of ratings in commercial-marketing research, we have an opportunity to select the best optimal product promotion strategy. Comparing points 1 and 2, a researcher can see how great the rating change is after image correction. Comparing points 1 and 3, he decides whether it makes sense to do the desired image correction or proceed with promoting the product with the source image. Comparing points 2 and 4, a researcher is able to assess the wasted profit due to the incorrect source positioning of the product on the market.

Section 2 contains a diagram where one can promptly browse through the ratings of all research subjects on any motive (condition), all four of the above rating variants listed on the screen. If a project involves multimedia, a researcher can view the corresponding media-file for a desired research subject simply by clicking on the subject-rating column.

Diagram "Expense Structure" in Section 3 presents the expense structure of market promotion of a selected product on all motives (conditions). The diagram is a 100% standardized histogram. It reflects the segment of advertising expenses spent directly on increasing the goods market rating on each of the motives compared with the rest of expenses. It actually reflects the efficiency of an advertising campaign (already launched or planned). It should be noted that a product rating can not only rise, but also fall, as soon as several alterations are made to its image. It is reflected in the color-change of the "rating" expense segment. The diagram also contains the initial ratio of expense parts.

Section 4 contains the "Expense Forecast" diagram. It demonstrates expense forecast or investments into the change of product image or rating, all the motives combined. The forecast investments are calculated in percentage to the optimal source expenses. The optimal source expenses are those that are spent on gaining the product's source rating on condition that all advertising campaigns aimed at product promotion have been conducted with the product image unchanged throughout the whole period of its existence. Obviously enough, it is an ideal situation possible only when all the product commercials have been tested on compliance with the desired image. If this term is violated, real expenses do not equal the optimal source expenses. In a number of situations, what the optimal product image correction requires, is not the large number of comments "praising" the product, but correctly worded critical materials, which would raise the product's market efficiency.

Section 5 displays one of the three petal-type diagrams at a time. A user can promptly switch on to the next one.

The first diagram "Categorized Subject" reflects a complete sense interpretation of a product image by a specific social group, represented in terms of categories obtained on the mathematical-processing stage of the basic research, within the selected motive. The chart offers:

• "Source" - source interpretation of the product image;

• "New" - corrected image interpretation;

• "Ideal" - ideal concept of an image.

The ideal concept describes the product image, which would require least promotion and rating investment in a studied market segment.

Changing the ratio of characteristics in the product image, a researcher can immediately see the prospective interpretation of the product image by a specific social group, as well as estimate the degree of its proximity to the ideal image on this motive.

The second chart "Categories Weights In Motive Rating" reflects the weights of separate categories in a specific motive rating, both for the source and corrected product image. This chart can help a researcher visualize the categories' significance to the product image related to the change in the rating. All of this is very important for planning of commercial campaigns. Here a researcher can look back at the diagram of Section 1.

The third chart "Subject Proximity To the Ideal" demonstrates the angular proximity of the product image to the motivational vectors. Thus orienting to the closeness of a zero point to the points on the meaning axes, a researcher can optimally "tune" the product image to the satisfaction of different requirements (i.e., optimize the image by setting the required ratio of all the motives combined).

The changes in the charts in all sections are synchronized to the change in the slider position in the process of modeling a product image. The received model can be saved into the database and loaded at any moment. This can be expedient in the following cases:

• A researcher wants to interrupt the modeling process to resume it later;

• A researcher wants to save the best image variants.

A researcher can always recall the source data of a product image. Besides, the program makes it possible to turn on/off the information irrelevant from researcher's point of view:

• Some of the motives;

• Rating types;

• Diagrammed sections.

Being able to change the size of any section, a researcher can have a closer look at a chart that is of most interest. Changing the size of the slider section, he is enabled to set the exact changes in characteristics in accordance with the image.

If it is a multi-media project, it is possible to view media files, relevant to research subjects one-by-one

The program enables setting of the chart exterior (color, headings etc.) for all sections, independent of each other, as well as saving the configurations received.

It is possible to view category description in terms of its characteristics at any moment, as well as correct their names.

The program has a report designer with flexible content settings for all of the above-mentioned sections. After the necessary components have been selected, the program automatically generates a report in Microsoft Word format. The report can include full information on the project and modeling results presented either in graphs or tables. If it is a multi-media project the report can be supplied with links to media-objects, which is useful for creating effective presentations.

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