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【文章內(nèi)容簡介】 aining information by observing consumers in different situations, in natural or artificial setting Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright169。 2023 by Harcourt, Inc. All rights reserved. Consumer Research Methods Observation Gaining information by observing consumers in different situations, in natural or artificial setting Inhome observation: examining how and when consumers use and consume products in their households Shadowing: following and observing consumers in the shopping and consumption processes. Researchers may ask questions about reasons for behaviors Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright169。 2023 by Harcourt, Inc. All rights reserved. Consumer Research Methods Interviews and Surveys Surveys: efficient method for gathering information from a large sample of consumers by asking questions and recording responses (telephone and Inter surveys, mall intercepts and mail questionnaires) Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright169。 2023 by Harcourt, Inc. All rights reserved. Consumer Research Methods Interviews and Surveys Surveys: efficient method for gathering information from a large sample of consumers by asking questions and recording responses (telephone and Inter surveys, mall intercepts and mail questionnaires) Focus Groups: a group discussion lead by a skilled moderator and designed to probe specific topics indepth Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright169。 2023 by Harcourt, Inc. All rights reserved. Consumer Research Methods Interviews and Surveys Surveys: efficient method for gathering information from a large sample of consumers by asking questions and recording responses (telephone and Inter surveys, mall intercepts and mail questionnaires) Focus Groups: a group discussion lead by a skilled moderator and designed to probe specific topics indepth Longitudinal Studies: repeated measures of activities over time to examine changes in behaviors/opinions Blackwell, Minia
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