Noteshells02 - Consumer Behavior Research Methods 1 Outline...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
1 1 Consumer Behavior Research Methods 2 Outline Research: Why do it? Sources of consumer research Types of research questions. Types of research methods: Observation Focus Groups Surveys and Interviews Correlational Studies Experiments 3 Why is it important to do research? Some examples: Maidenform (video) Pringles potato chips Pampers diapers
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2 4 Perspectives on Consumer Behavior Research Psychology: The scientific study of behavior Cognitive psychology: perception, learning, thought, memory, judgment Social psychology: influences of other people, both direct (persuasion) and indirect (being part of a group) Economics: The study of how societies and people manage scarce resources Microeconomics: allocation of individual resources Macroeconomics: system-level factors that affect resource allocation 5 Perspectives on Consumer Behavior Research Sociology The study of social institutions and group relationships Other perspectives One example: History See textbook for many other examples Notice difference in “macro” v. “micro” orientation 6 The Science of (Consumer) Behavior Need to: Understand: “What happened?” Predict: “What will happen?” To predict, must understand WHY something happened. Terms that we will encounter Data – classified observations of behavior; your results Hypothesis – a predicted relationship between variables
Background image of page 2
3 7 Types of research questions Applied research Answers questions specific to a given product, market, etc. Ex: Pepsi Raw Research conducted: In-house External research firm Watchdog agencies 8 Types of research questions Basic research Answers questions independent of product specifics Ex: What affects your perception of taste? What makes a spokesperson credible?
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 8

Noteshells02 - Consumer Behavior Research Methods 1 Outline...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online