schiffman02 - 2-1Chapter 2Consumer Behavior,Consumer...

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Unformatted text preview: 2-1Chapter 2Consumer Behavior,Consumer Behavior,Eighth EditionEighth EditionSCHIFFMAN& KANUKConsumer Research2-22-3Quantitative Research•Descriptive in nature.•Enables marketers to “predict” consumer behavior.•Research methods include experiments, survey techniques, and observation.•Findings are descriptive, empirical and generalizable.2-4PositivismPositivismA consumer behavior research approach that regards the consumer behavior discipline as an applied marketing science. 2-5Qualitative 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.2-6InterpretivismInterpretivismA postmodernist approach to the study of consumer behavior that focuses on the act of consuming rather than on the act of buying.2-7Table 2.2 Comparisons between Positivism and InterpretivismPURPOSEMETHODOLOGYPositivismPositivismPrediction of consumer actionsInterpretivismInterpretivismUnderstanding consumption practicesPositivismPositivismQuantitativeInterpretivismInterpretivismQuantitative2-8Table 2.2 continuedASSUMPTIONSPositivismPositivism•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 measuredInterpretivismInterpretivism•No single, objective truth•Reality is subjective•Cause and effect cannot be isolated•Each consumption experience is unique•Researcher/respondent interactions affect research findings2-9The 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 findings2-10Figure 2.1 The Consumer Research ProcessDevelop ObjectivesCollect Secondary DataDesign Qualitative Research•Method...
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This note was uploaded on 05/21/2010 for the course MARKETING 107 taught by Professor Vivian during the Spring '10 term at SCA NC.

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schiffman02 - 2-1Chapter 2Consumer Behavior,Consumer...

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