DM 272 1st Edition Lecture 2Outline 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 BehaviorOutline of Current Lecture I. Consumer Research Methodsa. Observationb. Surveys and Interviewsc. ExperimentationII. Other Research MethodsCurrent LectureConsumer Research Methods- Three major methodological approacheso Observationo Surveys and interviewso Experimentation- Observationo In-home observation: examining why/how/when consumers consume products in their household. o Shadowing: following and observing consumers in shopping and consumption processeso Physiological methods: Techniques including cameras to measure eye movement and galvanic skin response (GSR)- Interviews and Surveyso Surveys: gathering information from a large sample by asking questions and recording responseso Interviews: Face-to face; telephone Personal vs. group Lead by the researcher or facilitatorThese 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 (8-10 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. - Experimentationo To understand cause-and-effect relationships by carefully manipulating/measuringindependent variables to determine how these changes affect the dependent variables. Laboratory experiment Max control of variables Field experiment In a natural settingo Independent variables Cause: something you manipulate Example: Education levelo Dependent variables Outcome: something you want to find Example: Salary, financial status- Other Research Methodso Diaries Often reveal how consumers decisions are affected by friends and family- Benefits: memoryo Photography and Pictures Ask consumers to assemble a collage of pictures and explain the experienceo Storytelling Ask consumers to tell a story about an experience with a
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