Therefore, given the importance of consumer behavior research, a comprehensive literature study of more recent contributions to this area of research is warranted.
Others have targeted the consumer behavior field such as the studies done by Kassarjian (1977) and Helgeson, Kluge, Mager, and Taylor (1984), but there is no current review of the field.
(n)etnographic methods) and basic consumer behaviour theories and models that can be applied to make sense of the data.
The evolution of the consumer behavior field has been influenced by various disciplines such as psychology and anthropology. Quantitative research, is defined as a the systematic investigation of phenomena by gathering quantifiable data and performing statistical, mathematical or computational techniques.
Learn more about quantitative research methods along with types and examples, characteristics and advantages. The positivist paradigm advocates that there is one objective truth and it could be disclosed by science. At a high level, market research is categorized into two areas: qualitative or quantitative techniques. Qualitative research tools involve a smaller number of target consumers and are suited to getting initial understanding and deep insight into consumer behavior – the why behind the what. With quantitative research, on the other hand, there is a need to collect evidence and answer questions that relate to consumer behavior and the way people respond. Request PDF | On Sep 24, 2018, Dominika Maison published Qualitative Marketing Research: Understanding Consumer Behaviour | Find, read and cite all the research you need on ResearchGate
A lot of that work was proprietary and did not appear in journals—and the Association for Consumer Research and the Journal of Consumer Research did not show up until the 1970s. It is asserted that consumer behavior emerged as a distinct field of study during the 1960s and its evolution was shaped by the positivist and the non-positivist paradigms.
The study of consumer behavior gained momentum in the late 1940s and 1950s, especially as its value was embraced by advertising agencies on behalf of their clients. Also learn about primary and secondary quantitative research along with techniques and types of … This course introduces students to current qualitative research methods (e.g.
… Qualitative research is also considerably more flexible than quantitative research. In general, qualitative research effectively identifies intangible factors that quantitative research cannot identify; namely social norms, socio economics, ethnicity, religion and the role of gender.