消费者行为学Ch07.pptVIP

CHAPTER 7 Researching Customer Behavior Conceptual Framework Two Broad Categories of Research Qualitative Measuring in terms of general descriptions and categories Quantitative Measuring in terms of numbers Qualitative Research Requires verbal response The respondent is requested to state the answer in his or her own words Several specific methods or techniques are available for implementing qualitative research Focus groups Customer visits Motivation research Interpretative research Focus Groups With focus groups, a small group of customers is assembled in a room, and a moderator steers th