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Histor Most studies on consumer behaviour are

based on a set of beliefs and assumption calledositivism or modernism. Reseachers who

support the assumtiions of modernism are

referred to the ositivists .

Positivists research methed consist of

, .

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Consumer Research Process The realit is there are no sin le solution &

analysts are applying a vareity of effectivetechni es to GET IN TO CUSTOMER

MIND.

Collect and Evaluate Secendory data

esign primary researtcQuatitative or Motivational research design

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Quantitative or Motivational

uatitative or Motivational research desi n

include the methed of data callection,the datacallection instruments and the sam le desi n

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uantitative Research

Descriptive in nature.

behavior.

o u xp ,

survey techniques, and observation.

Findings are descriptive, empirical andgeneralizable.

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PositivismPositivism

that regards the consumer behavior

.

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ualitative Research

Consists of depth interviews, focus groups,metaphor analysis, collage research, andprojective techniques.

Administered by highly trained interviewer-analysts.

Findings tend to be subjective.

Small sample sizes.

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InterpretivismInterpretivism

A postmodernist approach to the study

the act of consuming rather than on the

.

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Comparisons between Positivism and

InterpretivismPURPOSE

PositivismPositivism InterpretivismInterpretivism

Prediction of consumer actions Understanding consumption practices

METHODOLOGY

PositivismPositivism InterpretivismInterpretivism

Quantitative Quantitative

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ASSUMPTIONS

Rationality; consumers make decisions

after weighing alternatives

No single, objective truth

Reality is subjective

The causes and effects of behavior can

be identified

Individuals are problem solvers

Cause and effect cannot be isolated

Each consumption experience is

unique

Events can be objectively measured

affect research findings

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The Consumer Research Process

Six steps definin the ob ectives of the research

collecting and evaluating secondary data

collecting primary data

preparing a report on the findings

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The Consumer Research Process

Develop Objectives

Collect SecondaryDataDesign Qualitative

Design Quantitative

Research

Method

Screener questionnaire

Discussion guide

Method

Sample design

Data collection

Conduct Research

(Using highly

trained

interviewers Exploratory

Collect Primary

Data

(Usually by field

staff

Analyze Data

(Subjective)

StudyAnalyze Data

(Objective)

Prepare Report Prepare report

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Develo in Research Ob ectives

Defining purposes and objectives helps.

A statement of objectives helps to definee ype an eve o n orma on nee e .

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Data Collection methods There are three basic a roaches to collectin

data in Quantitative study

Experiment urvey

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Surve Personal interview surve

Mail survey

.

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Secondar Versus Primar Data

that has been collected by the

other than the purpose of meeting

project at hand

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Observational Research

-

of the relationship between people and products.

Helps researchers gain a better understanding of

.

Widely used by interpretivist researchers.