CSU DM 272 - Chapter 1: Continued (1) (2 pages)

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Chapter 1: Continued (1)



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Chapter 1: Continued (1)

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Research Methods


Lecture number:
2
Pages:
2
Type:
Lecture Note
School:
Colorado State University- Fort Collins
Course:
Dm 272 - Consumers in the Marketplace

Unformatted text preview:

DM 272 1st Edition Lecture 2 Outline of Last Lecture I What is Consumer Behavior II Consumption Analysis Research III Why Study Consumer Behavior IV Interdisciplinary Influencers on the study of Consumer Behavior Outline of Current Lecture I Consumer Research Methods a Observation b Surveys and Interviews c Experimentation II Other Research Methods Current Lecture Consumer Research Methods Three major methodological approaches o Observation o Surveys and interviews o Experimentation Observation o In home observation examining why how when consumers consume products in their household o Shadowing following and observing consumers in shopping and consumption processes o Physiological methods Techniques including cameras to measure eye movement and galvanic skin response GSR Interviews and Surveys o Surveys gathering information from a large sample by asking questions and recording responses o Interviews Face to face telephone Personal vs group Lead by the researcher or facilitator These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Focus groups A group discussion led by a moderator skilled in persuading consumers to thoroughly discuss a topic of interest 810 people ideal Longitudinal Studies Repeated measures of consumer activities over time to determine change in opinions buying and consumption behaviors o Cohort studies Participants must be given the opportunity to answer every question they are asked Experimentation o To understand cause and effect relationships by carefully manipulating measuring independent variables to determine how these changes affect the dependent variables Laboratory experiment Max control of variables Field experiment In a natural setting o Independent variables Cause something you manipulate Example Education level o Dependent variables Outcome something you want to find Example Salary financial status Other Research Methods o Diaries Often



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