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【正文】 umer 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, 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 Observation Gaining 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. Why Study Consumer Behavior? Consumer Behavior Helps Analyze Consumers’ Increasing Influence Consumer Behavior Educates and Protects Consumers Consumer Behavior Helps Formulate Public Policy Consumer Behavior Affects Personal Policy Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright169。 2023 by Harcourt, Inc. All rights reserved. Obtaining Consuming Disposing ?How you decide you want to buy ?Products you consider buying ?Where you buy ?How you pay for product ?How you transport product home ?How you use product ?How you store the product in your home ?Who uses the product ?How much you consume ?How product pares with expectations ?How you get
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