WEEK 1 - CONSUMER RESEARCH Flashcards
Research
Gathering information to solve a particular problem.
Research question
A question that can be answered by conducting a research study. The question is created through observation, prior research, literature, or peers.
Research paradigm
Different ways of thinking about reality, which is based on beliefs, norms and values.
Which two research paradigm are out there?
Positivist / Realism and Interpretivist/ Relativism.
Ontology
What is the nature of reality?
Ontology for Positivist?
There is one objective reality which is independent of the context.
Ontology for Interpretivist?
There are multiple subjective realities which are dependent of the context.
Epistemology
How can we know reality?
Epistemology for Positivist?
We know reality through objective measurements, determined by rules and laws. The reality only has one real cause.
Epistemology for Interpretivist?
We know reality through subjective perceptions, determined by meanings and motives. The reality has simultaneous causes.
Axiology
What is valuable and ethical?
Axiology for Positivist?
Logic is the most important. The goal is explanation and prediction of things.
Axiology for Interpretivist?
Values help construct meaning. This is guided by intuition. The goal is understanding of things.
Methodology
How is research conducted?
Methodology for Positivist?
Deductive research to test theory and hypothesis. Conducted in a systemic, quantitative process.
Methodology for Interpretivist?
Inductive research to build theory. Conducted in an emergent, qualitative process.
Consumer research
Study of people operating in a consumer role involving inquisition, consumption and disposition of product and services.
Behavioral Economics
Study of perceptual biases, framing effects, judgement and decision-making.
Social & Cognitive Psychology
Study of attitudes, information processing, self-identity and personality.
Sociology & Anthropology
Consumer culture theory. Focusing on how culture influences consumption behaviors and meanings.
What are the main characteristics of quantitative research?
- Measurement, data analysis
- structured
- little flexibility
- close-ended questions
- numerical data
- generalizable
- large samples
What are the main characteristics of qualitative research?
- insight, understanding
- unstructured
- flexibility
- open-ended questions
- visual and verbal data
- not generalizable
- small samples
Construct
Latent variable
Behavior
observable variable
Mediator
Helps to explain the effect between the IV and DV.
Moderator
Explains under which conditions the relationship occurs.
Intended contribution
- conceptual; construct-construct
- substantive; construct-behavior
