The Master of Science and Doctoral Program (MD) FEB UGM successfully held its regular thesis coaching session titled “The ZMET Model for Mapping Consumer Decision-Making Schemas” on Friday, November 1, 2024. The session featured Widya Paramita, S.E., M.Sc., Ph.D., a lecturer from the Department of Management FEB UGM, as the speaker.
This event was conducted onsite from 1:30 PM to 4:00 PM WIB at the BRI Auditorium, 3rd Floor, Master of Science and Doctoral Building, FEB UGM.
During this thesis coaching session, she elaborated on the Zaltman Metaphor
Elicitation Technique (ZMET) as an innovative approach for mapping consumer decision-making schemas. She began by providing a general introduction to ZMET, explaining its fundamental concepts, how the model unveils consumers’ subconscious thoughts, and its practical applications in marketing research. Mrs. Widya Paramita not only discussed the theory but also demonstrated the step-by-step application of ZMET, from data collection through interviews to the analysis required to map consumers’ mental schemas. She emphasized the importance of extracting insights from participants during interviews without influencing their responses.
The session became even more engaging with a Q&A discussion between participants and the speaker. Students and even faculty members had the opportunity to ask questions related to ZMET. Many participants expressed a deep interest in the model, particularly in its intriguing data collection process. The thesis coaching session concluded with great enthusiasm from all attendees.
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