Consumer Behavior Research Methods

Definitions

Development of Approach (4 Steps)

Develop research question and hypothesis

  • Research question
    Refined statement of the problem
    E.g. Do customers of Lidl exhibit store loyalty?
  • (Sometimes) Hypothesis
    Relationship or proposition to be tested empirically • E.g. Customers of Lidl are loyal.

Based on objective/theoretical framework
(Need theories and objective evidences)

Analytical model
An explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part

-->  Verbal model, graphical model, and mathematical model

Specification of data

What kind of data do you need?

Diskussion