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 KEcSlAAAIO 3

I HL\lMlKAIIA THI EPEY.NAI ArOPAI

IuvijSw<; TO npol3Ar\~aTQ epe:uvo<; OTO onolo l;rll:OUV onoVTijoEI<; TO

i5l0lKTJTlKO OTEM)(Tl TOU ~OPKETlVYK £XOUV Tl<; i5lKe<; TOU<; li5lQlTe:POTTJ-
TE<; KOl ouvEmiJ<; onolTouv Eli5lKOU<; TpOnOU<; npOOeYYlO'TJ<;. nOpOAO
OUTO unOPxe:l ~lO OElPO I3TJ~Crrwv tl OToi51wv TO onolo ouvijSw<; OKO-
AOUSOUVTQl YlO iTJ i5IE~OYWyfJ ~lO<; epEUVO<; oyopO<;. ITTJv npoY~OTl­
KOTTJTO, o~w<;, iO OT0i5l0 OUTO npoy~aronOlOUVTQl TOUTO)(pOVO KQl
EmnMov aMTJAOEmTJPEO~OVTOl. no nopoi5ElY~O, TJ EmAoytl TWV ~E­
Soi5wv KQl iE)(VlKWV ~£TPTJO'TJ<; e:nTJPEO~ETQl ono iO Eli50<; TTJ<; OVclAU-
O'TJ<; nou So npoy~oTOnOlTJSEL H OVclAUOTJ, o~w<;, EnTJPEO~ETOl KOl
ono il<; KAl~oKe:<; ~eTPTJO'TJ<; nou So XPTJol~OnOlTJSOuv. Ev KaroKl\e:(i5l,
Ol npwTE<; ono<pooEl<; So EnTJPe:ooouv KQl il<; Te:AeUT01E<; ono<pooEl<;
OTTJ i5loi5lKoolo oUTr'), KQl ouvEnw<; OAe<; Ol ono<pooEl<; Ao~I3OVOVTQl
Karo evo Tpono TOUTO)(pOVO. EmnMov, unoPXEl OUVEXtl<; e:novoSEw-
PTJO'TJ iWV npwTwv ono<pooEwV uno iO <pw<; ~EToYEveOTEpwv ono<po-
OEWV.

3.1. H lllAAIKAIIA THl: EPEYNAl: AroPAl:

To Lxtl~O 3-1 nopouOlo~El YPO<PlKO TTJ i5loi5lKoolo TTJ<; epe:uvo<; oyo-

po<;. LiO KE<pclAQlO OUTO So nEplypOljlOU~e: ~E OUVTO~O ipono TTJ i5l0-
i5lKoolo oUTr'), EVW OTO Eno~Evo KE<pclAOlO So YlvEl ~lO mo E~nEplOTo­
TW~eVTJ nopouoloOTJ.

3.1.1. OP10IJO<; TOU npo13ArlIJOTO<;

o OPl~6<; TOU npol3Ar\~aro<; onoie:Ae:( iO mo KPlol~o KQl mo O'Tloui5alo

OT6i5l0 OTTJ i5loi5lKoolo TTJ<; epeuvo<; oyopa<;. 0 OPlO~O<; TOU npoI3Atl~O­
TO<; OUOlOOTlKa onooKonEl OTO vo KOSOp(OEl Tl<; rWJpo<poP1E<; nou
onolTouv TO OTe:M)(Tl iOU ~OPKETlVYK. Av i5E TO npol3ATJ~o i5EV npooi5lo-
PlOTEl ~e: OKp(j3e:lO, TOTe: E1VQl noM mSovo Ol rWJpo<poPle:<; nou So O'U-
YKEVTPWSOUV vo ~TJV exouv KO~lo onoAUTw<; o~lo YlO TO OTEAe:XO<;.

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HIlIAl>IKAIIA THI EPEYNAI AfOPAI 57

I:TaTIOTIKI') YTlIlPEoia TIle; EMcli5ae;). KaTO Kav6va, 6El1TEPOYEvI') OTOI-

XEia OUMtYOVTQl TlOVTa OTa apXlKO OTcli5la Illae; epEUVae;.
Av Ol rtArtPOcpOpiEe; TlOU aTlQlTOUVTal6EV UTlOPXOUV, I') TO 6Eoolleva
Elval OE 1l0PCPl') TlOU 6EV IlTlOPOUV va XPIlOIIlOTlOIIlSOUV, TOTE 11 epEuva
TlpeTlEl va 13aOlOTe:C OE TlPWTOYEvI') OTOIXEla. npWTOYEvI') OTOlXEia Elval
EKELva Ta oTloLa OUYKEVTPWVOVTQl Yla va 13ollSl')oouv OTIlv ETlLAUa.,
TOU OUYKEKPlllevoU TlP013hl')llaTOe;. I:TIlV TlEplmwOJl aUTl') Ta EpWTJllla-
TIKO TlOU Sa aTlaoxoMoouv TOV EPEUVJlTI') ELVQl TloMo. 'OTlWe;: (1) Tl
Sa IlETPIlSEi; (2) TlWe; Sa IlETPIlSe:C; (3) Tlotte; Sa Elval 01 Tl'lyee; ouMo-
yl')e; TWV OTOlXELWV; (4) TlWe; TlpeTlEl va ouMEyouv Ta OTOlXE(a; YTlOP-
Xouv 6l0cpopEe; TE)(VIKee; ouMoyl')e; TlPWTOYEVWV OTOlXEiwv, OTle; OTlOl-
Ee; Sa avacpEpSoullE OE IlETaYEveOTepa KecpOhQla.

3.1.5. ErnAoyi') ME96i5wv MeTPIlOIle;

Acpou eXel eTll}.,e:ye( 11 IlESOOOe; TlOU Sa XPIlOlIlOTlOlllSeL 0TIl ~ Yla

TIlv ouMoyl') TWV OTOlxelwv, 0TIl OUVeXela 0 epeuVl')TI')e; TlpETlel va aTlO-
cpaoloel Yla TIlIlOpcpl') TlOU Sa eXel TO epwTIlIlOToMYlo (questionnaire)
Kal Ta e(~11 epwTI')oewv TlOU 9a XPIlOIIlOTlOlIlSouv. YTlOPXOUV Mo eL~1l
epwTl')oewv TlOU IlTlopel va eTllM~el 0 epeuVJlTI')e;: (1) AAelOTEe; epwn'\-
oele; (closed-end questions) KQl (2) aVOlxrEe; epwTI')oele; (open-end
questions).

3.1.6. ErnAoyi') tLeiYlJaTOe; Kal I:uAAoyi') ITOIX&iwv

Acpou Ka90plOTei Ile TlOlO TPOTlO Sa Y1V&l 11 ouMoyl') TWV OTOlxelwv,

0TIl OUVeX&la TlpeTlel va aTlocpaolOTel aTlo TlOlO 011000 I') 01lcli5ee; TOU
MIl9uOllOU Sa ouMEyouv TO OTolxeLa. 0 oxe/SlaoIl6e; TOU ~e(YllaTOe;
aTlalTei TOV KaSoploll6 TOU Tp6TloU TlOU 9a eTlW:Youv Ta mOlla TlOU
9a OUIlIlETOOXOUV OTIlv epEuva, Ka9we; KQl TO Tl600 lleyOho TlpETlel va
elval TO 6elYIla WOTe va UTlOPXOUV a~l6TllOTa aTlOTOOOllaTa. EmTlM-
ov aTlQlTeLTQl va KaSoplOTe( TO el~oe; TOU /SeLYllaTOe;, av ~Ilha/SI') TO
~eiYlla 9a eivQl ~eiYlla mSav6TJlTae; (probability sample) r1 ~eLYIla 1111
TllSav6TJlTae; (non-probability sample). H eTllhoyl') TOU ei~oue; TOU
~eiYllaTOe; 9a ETlllpEoOel Tle; Te)(VlKee; aVOhUOJle; TlOU 9a XPIlOIIlOTlOlll-
Souv, Illa Kalil XPI')OJl ~eLYllaTOe; IlIl-Tli9avOr.,Tae; aTloAAeLel TIlv eKTE-
heOJl 0PIOlleVWV TOOWV avOhUOJle;.
Acpou EXOUV KaSoplOTei 6hee; 01 TlapOIlETpOl TlOU acpopouv TO ~e:CY­
Ila, 1lTl0pei va ~eKlvl')oel 11 ~la~lKaoia TIle; ouMoyl')e; TWV OTOlxeLwv. H
ouMoYr1 TWV OTolxelwv aTlalTel TIl XPIlOIIlOTlOIIla., e~el~lKeuIlEvou

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HllJAAIKAIIA THI EPEYNAI ArOPAI 59

nivaKac; 3-4 (auvtXE:lo)

Inpoaliloplcr~ o~(oe; nA'1pocpopuIlv • AllOlTEITOl '1 llpay~mollo('1C7'1 t-

pEUVOe;;
I
• XPE"l~OVTOl EmnAtov rWjPOCPO-
plEe;;

EmAoyf) OXE6(OU tpEuVOe; • TI nA'1pOcpOp(Ee; u1l6pxouv 1')11'1;

• MllOPOUJ.lE vo K6vouJ.lE Ull08tOEle;;
• TI EpwTr')crEle; IIp£llEl VO 01l0VT'l-
8ouv;
• nOl6 E(VOI TO KaAUTEPO ..1I0e; ~E-
Atrr]e; Y'O TO crUYKEKPl~VO llp6-
~~o;

EmAoyf) ~E86oou OUAAOyr')c; • MllOPOUV vo XP'1cn~ollOI'18aUv u-

OTOI)(E(tIlV 116pXOVTO 1SEoo~o;
• TI llptllEl vo ~ETPl')croUJ.lE KOl mIle;;
• ME TI Tp6110 eo cru~rWjptlleEl TO
EpwT'1~moMYlo;

EmAoyf) ~Ee61StIlv ~p'1C7'1e; • Tl KlJ~OKEe; ~tTp'1C7'1e; eo XP'1"'~o-

TlOl'1eOUV;
• So Ull6PXouv KAElOTte; I') OVOIxrte;
EptllTl'}OEle;;

ETllAOyf) ooy~moc; KOl crUAAOyf) • nOl6c; e(vOl 0 rWjeu~6c;;

OTOIXE(tIlV • YTl6PXEl Km6OT0C7'1 TtIlV ~EAWV
TOU nA'1eucr~ou;
• Tl El6oc; 1SE(y~aroc; OllOTlEITOl;
• n6cro J.lEy6Ao TlptllEl vo E(VOI TO
6E(Y~0;
• n0l6e; 80 cruyKEVTpcixrEl TO OTOI-
x&(a;
• n6croe; xpovoe; eo XPElocrre( Y'O vo
crUYKEVTptll80UV TO OTOIXE(O;
• n6C7'1 Ellom&Co XPEl6~0l;

Av6AuC7'1 OTOIXE(tIlV • nwe; eo Y(VEI '1 KtIl61KOllO('1C7'1 TtIlV

OTOIXeltllV ;
• n<ilc; eo Y(VEI '1 EllE~PYOcr(O TtIlV
OTOlXeltllV;
• TI TEXVlKte; ov6AuC7'1e; eo xpl)CJ\~O-
llOI'1 80llv ;

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146 MEOOllOI EPEYNAr AfOPAr

MIa GMI'] ~op<pli TIle; K.).,J~aKae; aun']e; e(vQl I'] aKOAOu81']:

Ol5l\yfec;: :1:& O)(t!JT] 11& - - - (nx Coca-Cola. Pepsi, looVlK6 avaljlul<tlK6,

ayaTll1Ilivo avmjJuKnK6), n!il~ a~oAoyefr&"TI') Y&~!JT]"TI')~ Pepsi-Max;

~atTl noM KaAr) KaAr) Anoi5&Kl1') KOKIj noM KOKIj

1 2 3 4 5 6

H auYKPlTlKli KA~aKa xpI']ol~OrrDldTQl eupewe; oe epeuvee; llo.PKe-

TlvyK. El~IKo., I'] oUYKPITlKli KA(~aKa e(VQl avaYKa(a one; oUYKplTlKee;
iSla<pl']Il(oele; (comparative adverlising).18 no.VTWe;, KaAO e{VQl va exou-
~ urrOljJ1'] ~ae; OTI Ta TlpOTUrra (Tl.X. rrpo'ioVTa) rrou XPI']ol~OTlDlOUVTQl
Yla va y(vel I'] aUyKPIOT] eITT]peo.~ouv TIlv a~loMY'lOT] rrou y(veTOl. 19

8.4. TAKTIKA ZHTHMATA ITll KAIMAKEl METPHlHl

A<pou e~eTo.oa~e TIe; mo YVW01ee; KA(~aKee; ~tTpI']OT]e; rrou ~TlOpOUV va

xpI']ol~orroll']80uv oe ~la epeuva ayopo.e;, 010 T~li~a TOU Ke<paAa(ou
aUTou 8a aoxoAI']80u~e ~e Ko.TlOla emjJepoue; 8e~01a KQl arro<p6.oele;
TlOU TlpeTlel va AI']<p80uv OOOV a<popo. TIe; KA(~aKee; ~tTpl']OT]e;. nlO ou-
YKeKpl~eva, 8a e~eTo.oOU~e TOV apl8~0 KQTI']yOplwv arraVTlioewv TlOU
TlpeTlel va exel ~la KA(~aKa, TO av ~la KA(~aKa 8a e(VQlloOppOTll']~eVl']
li 0Xl, av ~la KN~aKa 8a exel ~uyoli ~OVO apl8~0 KQTI']yoplwv, Kal, Te-
AOe;, av I'] KA(~aKa 8a ~(vel TIl ~UVOT01:l']TO avaYKa01lKlie; li ~I'] avayKa-
O1lKlie; emAoYlie;·

8.4.1. Apl8116C; KOTlIyopuilv Arrovnjotwv

OTlOloo~liTlOTe apl8~6e; KQTI']yOplWV oTloVTlioewv ~Tlope( va XPI']Ol~O­

Tloll']8ei. 0 opl81l6<; TlOU 8a xpI']0l)..lOrrOll']8e( e~opTaral OTlO TIl CPUOl']
TIle; O1o.OT]e; TWV KOTOVaAWTWV TlOU em8u~ou~e va ~eTplioou~e. 0
apl8~0e; KQTI']yOplWV ouvJi8we; KU~O(VeTQl aTlo 5 ewe; 10, av KOl ovo.-
Aoya ~e TIl ~tTpl']OT] )..lrropouv va XPI']ol~OTlDll']8ouv AlyOTepee; li Tle-
plooOTepee; KQTI']yop(ee;.20 no TlOpo.&lYIlO, Ill0 Il~ e~el~e OTl ~la
KA(~aKa ~ 11 KOTI']yop(ee; (0-1 0) ~ev TlOPOUOlo.~el Tlpo~Ali~OTa oe 1:1']-
AecpwvlKee; ouveVTeu~ele;.11 Av Dl em~epoue; KA(~aKee; Tlp6KelTQl va
a8polO1ouV YlO va TlpoKuljJel eva oUVOAlKO oKOP Yla Ko.8e e:PWTW~e:VO,
TOTe Dl TleVTe KQTI']yop(ee; aTlaVTlioewv e(VQl evae; apl81l0e; OTlOAUTa

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170 MEeollOI EPEYNAr ArOPAr

napal5l:lYlla 3
TII:(oouC; avaljluKtlK6 n(vcre;
Coca-Cola Q
PepsI Cola 0
PepslMax 0
Sprite 0
Fanta 0
mo 0
LC avrl9cOT] ~C TIe; OVOlxree; cpwTI'joele;. 01 epwTI'joeu; noMOnArle;
emAOYrle; exouv TO nACOveKlTJ~O 6Tl 11 cnc~epyoolo. Kw6lKOnOI110T]
Kat avOAUOT] TWV anavTI'jocwv elvol nOALl eUKoMTep11. En(OT]e;. Ol
cpwTI'jocle; TTJe; ~op(j)rle; OUTrle; ncplopl~ouv TTJV cmpp0rl TOU CPCUVTJ-
TI'j OTle; onavTI'jocle; TOU epwTw~evou.
o axc6Iao~6e;. o~we;. OWOTWV epwTI'joewv nOMOnArle; emAOyr']e;
analTcl ~CYOA11 npoano8elo on6 TTJV nAeupo TOU epeuVTJTrl. EnIOT]e;.
np6I3A11~a 611~loupyciTQl OTav 01 m8ovee; onovTI'joelC; eivOl nollie;.
onaTc TO epwTTJ~QTOMYlO elvat nOALl ~eyOAo. 'Eva OKO~11 npoI3A11~o
napOUOlO~eTal omv Ol m8avee; anavTI'joele; clval nOALl neploacm:pec;
ano. aUTEe; nou 6ivovral. AKo.~11 Kal av 609ci oav ALlOT] 11 anoVTTJOT]
"<lM0". aUTO. 6cv ALlVCl an6AUTa TO npoI3A11~O. ~lO Kal 01 cpwTw~evOI
exouv TTJv TOOT] va emMyouv ~lO anoVTTJOTJ ana aUTec; nou TOUe; 6(vo-
vrOl. YnoPxel 6c Kat 11 neplmwOTJ. 11 ouvrplmlKrl nAelOLjJ11(j)(O TWV
cpwTw~evwv va emM~cl TTJv onovrTJOTJ "<lM0". OnaTe Ol onavn;oele;
OTTJV CPWTTJOT] oun'] cival OUOlOOTlKO oxpTJOTee;. TeAOe;. exel an06el-
X9cl OTl 11 oelpo nou nopouolo~ovrol Ol evaMOKTlKEe; onovTI'joele;
enT]p£O~el TTJV an6.VTTJOT] nou emMyel 0 epwTw~evoe;.zl

9.5.3. I1IXOTOIIIK£C; EPWTllO£IC;

Ol epwTI'joele; TTJe; ~op(j)rle; oun']e; emTpenouv OTOV epwTw~evo va em-
M~Cl ~o.vo ~[o ano. Mo 6UVOTEe; anovTI'jocle;. LUXVO. OTle; Mo aUTcc;
onavTI'jo£lC; npoOTi9eTOl Kat ~lO TpiTTJ. ou6ETcP11 onoVTTJOT]. o.nwc;
"6ev ~epw". "6cv onovrw". AKOAou90uv napo6eiy~OTo epwTI'joewv TTJe;
~op(j)rlC; aun']c;:

napCili&rflla 1
'EXcre KlVl1T6 TTJMCjlfJ)vo;
Nal 0
'OXt Q

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APXEI IXE&AIMOY EPOTHMATOl\or\OY 173

9.6.3. Tono9&TIlOIl AAAIlA&~apTw!I&vWV EpWT~O&WV Til Mia !I&Ta

TIlV IUAIl

I& ilia OElpa EpwTTjO&WV Yla KanOlO Stlla, 01 YEVlKEe; EpwTTjoEle; npt-
nEI va TonoSerOUVTat npWTa Kat OTT] OuvtXEla va aKOAOUSOUV 01 mo
E~ElZilKEUlleve:e;. na nopciZiElYIlO, ov e:VZilO<pEpOllaOTe: va OOUIlE nOla
E[Vat TO mo EmSUIlTJTa xapaKTTJplOTIKa nou Aall!3avOVTat uneljJTJ ane
TOUe; KOTaVeAWTte; OTT]v oyopa Evee; allTOKlVJjTOU, Sa IlnOpOUOallE va
~EKlVJjoouIlE IlE I.lla YEVlKtl EPWTTJOTJ enwe;:

'Ka:rolTlv ayopa eve)<; OUTOKlvittOU Tl AOIl/3oVeTe urr6lj11l oo~;'

Kal ClTIJ aUVEXE:la va TOn08E:rrjaouj1E: E:f,E:IOIKE:Uj1EVE:C; E:pwrrjaE:IC; nou
aipopouv aUYKE:KpIJ1EVa xapaKT7)pIOTIKcl enwc;:
'n60o OflIlOVTlKtl geWpeiTOl lTlV OO<pQA.eIO eve)<; OUTOKlvtlTOU Ka:ra lTlV oyopa
TOU;"

ME: TOV Tpeno allTc ane<pe:uyoUIl& va ZiwaOUIl& KanOl&e; &VZiEl~&Ie;

OTOV EPWTWIlEVO Yla TO Tl npEnEI va anaVTt'joEl, Kal ouvEn<iJc; Enrruy-
XaVOUIl& Il&YeAUT&PTJ aVTlK&IIlEVlKeTTJTa Kat a~lomOT[a OTIe; Aall!3ave-
IlEVEe; anaVTt'ja&Ie;.

9.6.4. Ton08ETIloll AUOKOAwv EpWT~O&WV aTO T&AoC;

EpwTTjOEle; 01 OnOl&e; Ilnope:[ ane TTJ <puOTJ TOUe; va xapaKTTJplOTOUV

MOKoM:e;. cnwc; npoawmKEe; tl oncppTJT&<; &pwTTja&Ie;. npenEl va TO'
n08erOUVTat OTO TtAoe; TOU EpwTTlIlOTOAOY[OU. 'Evae; &PWTl.IlIl&VOe;
MOKoAa 8a apVT)SE[ va anaVTtla&L a& npoawmKe<; &pwTTja&le; (nx &l-
acZiTJlla. TJAlK[a) 6Tav eXEl tlZill onaVTt'jO&1 0& CM:e; TIe; npollyoUIl&V&e;.
Av. amBera. 01 &pwTTja&le; TOU &[ooue; allTou Ton08&TTJBouv OTT]v ap-
xl'] TOU &PWTTJIlOTOAOY[OU. UnOPX&1 0 KlVZiuvoe; 0 EPWTCOIl&VOe; va ap-
VT)B&[ va aUllnhTJPWO&1 CAO TO EPWTTJIlOTOMYlO.

9.7. D'MIO 6: AnOCIIAfflL riA TH AIATA:H KAI EMcMNtIH

TOY EPOTHMATOAOrJOY

To OTaZilo allTc ava<pEperat aTa <puOlKa xapaKTTJplaTlKa &VCe; KeAOU

Kal &naYY&AIlOTIKOU &PWTTJIlOTOAOY[OU. nlO OUYK&KpIIlEva. TJ OTOl-
X&108&o[a. TO lley&SOe; TWV ypaIlIlOTWV. TJ OUvS&OTJ. TJ O&AlZiono(TJ-
011. TJ nOleTT]Ta TOU xapTlOU. TO )(pwlla Kat TO lley&8oc; TOU EpwTTJlla-

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