schiffman02 - Consumer Behavior Eighth Edition SCHIFFMAN...

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2-1 Chapter 2 Consumer Behavior, Consumer Behavior, Eighth Edition Eighth Edition SCHIFFMAN & KANUK Consumer Research
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2-2
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2-3 Quantitative Research Descriptive in nature. Enables marketers to “predict” consumer behavior. Research methods include experiments, survey techniques, and observation. Findings are descriptive, empirical and generalizable.
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2-4 Positivism Positivism A consumer behavior research approach that regards the consumer behavior discipline as an applied marketing science.
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2-5 Qualitative Research Consists of depth interviews, focus groups, metaphor analysis, collage research, and projective techniques. Administered by highly trained interviewer- analysts. Findings tend to be subjective. Small sample sizes.
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2-6 Interpretivism Interpretivism A postmodernist approach to the study of consumer behavior that focuses on the act of consuming rather than on the act of buying.
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2-7 Table 2.2 Comparisons between Positivism and Interpretivism PURPOSE METHODOLOGY Positivism Positivism Prediction of consumer actions Interpretivism Interpretivism Understanding consumption practices Positivism Positivism Quantitative Interpretivism Interpretivism Quantitative
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2-8 Table 2.2 continued ASSUMPTIONS Positivism Positivism Rationality; consumers make decisions after weighing alternatives The causes and effects of behavior can be identified Individuals are problem solvers A single reality exists Events can be objectively measured Interpretivism Interpretivism No single, objective truth Reality is subjective Cause and effect cannot be isolated Each consumption experience is unique Researcher/respondent interactions affect research findings
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2-9 The Consumer Research Process Six steps defining the objectives of the research collecting and evaluating secondary data designing a primary research study collecting primary data analyzing the data preparing a report on the findings
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2-10 Figure 2.1
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