WEEK 1 - CONSUMER RESEARCH

Question 1

Research

Answer 1

Gathering information to solve a particular problem.

Question 2

Research question

Answer 2

A question that can be answered by conducting a research study. The question is created through observation, prior research, literature, or peers.

Question 3

Research paradigm

Answer 3

Different ways of thinking about reality, which is based on beliefs, norms and values.

Question 4

Which two research paradigm are out there?

Answer 4

Positivist / Realism and Interpretivist/ Relativism.

Question 5

Ontology

Answer 5

What is the nature of reality?

Question 6

Ontology for Positivist?

Answer 6

There is one objective reality which is independent of the context.

Question 7

Ontology for Interpretivist?

Answer 7

There are multiple subjective realities which are dependent of the context.

Question 8

Epistemology

Answer 8

How can we know reality?

Question 9

Epistemology for Positivist?

Answer 9

We know reality through objective measurements, determined by rules and laws. The reality only has one real cause.

Question 10

Epistemology for Interpretivist?

Answer 10

We know reality through subjective perceptions, determined by meanings and motives. The reality has simultaneous causes.

Question 11

Axiology

Answer 11

What is valuable and ethical?

Question 12

Axiology for Positivist?

Answer 12

Logic is the most important. The goal is explanation and prediction of things.

Question 13

Axiology for Interpretivist?

Answer 13

Values help construct meaning. This is guided by intuition. The goal is understanding of things.

Question 14

Methodology

Answer 14

How is research conducted?

Question 15

Methodology for Positivist?

Answer 15

Deductive research to test theory and hypothesis. Conducted in a systemic, quantitative process.

Question 16

Methodology for Interpretivist?

Answer 16

Inductive research to build theory. Conducted in an emergent, qualitative process.

Question 17

Consumer research

Answer 17

Study of people operating in a consumer role involving inquisition, consumption and disposition of product and services.

Question 18

Behavioral Economics

Answer 18

Study of perceptual biases, framing effects, judgement and decision-making.

Question 19

Social & Cognitive Psychology

Answer 19

Study of attitudes, information processing, self-identity and personality.

Question 20

Sociology & Anthropology

Answer 20

Consumer culture theory. Focusing on how culture influences consumption behaviors and meanings.

Question 21

What are the main characteristics of quantitative research?

Answer 21

• Measurement, data analysis
• structured
• little flexibility
• close-ended questions
• numerical data
• generalizable
• large samples

Question 22

What are the main characteristics of qualitative research?

Answer 22

• insight, understanding
• unstructured
• flexibility
• open-ended questions
• visual and verbal data
• not generalizable
• small samples

Question 23

Construct

Answer 23

Latent variable

Question 24

Behavior

Answer 24

observable variable

Question 25

Mediator

Answer 25

Helps to explain the effect between the IV and DV.

Question 26

Moderator

Answer 26

Explains under which conditions the relationship occurs.

Question 27

Intended contribution

Answer 27

• conceptual; construct-construct
• substantive; construct-behavior