Chapter 1 - HOW STUDY CONSUMER BEHAVIOR? CONSUMER INSIGHTS?...

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HOW STUDY CONSUMER BEHAVIOR?
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CONSUMER INSIGHTS? SECONDARY DATA Business/Marketing Newspapers (e.g., NYT, WSJ) Periodicals (e.g., Business Week, Fortune, HBR) Trade Journals (e.g., Marketing News, Ad Age) Other Periodicals (e.g., American Demographics, Scientific American) Academic Periodicals (e.g., Journal of Consumer Research, JPSP) Databases (e.g., PsycINFO, LEXIS-NEXIS)
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CONSUMER INSIGHTS: PRIMARY DATA: Qualitative Depth Interviews Projective techniques Focus Groups Collage works Observation
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Interview  Conversation  between equals  Flexible, dynamic  try to establish a bond with the interviewees       - ‘come on slow’  initially  ask nondirective questions early  learn what is important to informants before focusing    on the specifics  observe non-verbal behavior Be aware of  latent needs!
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Sample Interview Questions  When and why do you use this type of product?
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This note was uploaded on 02/13/2012 for the course MKGT 351 taught by Professor Ms.worsham during the Spring '12 term at South Carolina.

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Chapter 1 - HOW STUDY CONSUMER BEHAVIOR? CONSUMER INSIGHTS?...

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