Consumer Behavior Research Methods
Lernen
« zurück zur Kartenübersicht « Liste
75/157 [75]

Definitions

Problem Definition - How can we define a problem?

  • Discuss with decision makers

    Identify what the decision maker wants to know
    Identify what the decision maker can expect to know

  • Interviews with experts
    Know what experts say about your problem

  • Secondary data analysis

  • Qualitative data analysis

    • Exploratory research method based on small sample

    • Focus group (group interview), word association (asking respondents to indicate their first responses to stimulus words), and depth interview (one-to-one interview that probe the respondent’ thoughts in detail), etc.

       
  • You need to consider the environmental context of the problem
  • The researcher must understand the client ́s firm and industry
 
  1. Past information (Market, sales, demographics)
  2. Resource constraints (Cost and timing)
  3. Objectives (Decision makers objective)
  4. Buyer behavior (Demographics, consumption habit, price sensitivity)
  5. Legal constraints (Law and government regulation)
  6. Economic environment (Income and purchasing power)
  7. Technological constrains (Marketing and production technology)

 

Diskussion