消费心理学：第1章 消费心理学导论.pptVIP

样本自我选择的问题：手机上装的读英语挑战软件，你79分，击败了88%的对手。真代表有88%的口语比你差吗？ * * Observational Research Helps marketers gain an in-depth understanding of the relationship between people and products by watching them buying and using products. Helps researchers gain a better understanding of what the product symbolizes. Widely used by interpretivist researchers. Data Collection Methods Mechanical Observational Research Uses mechanical or electronic device to record consumer behavior or response Consumers’ increased use of highly convenient technologies will create more records for marketers Product audits which monitor sales are heavily used by companies Moen Revolution Showerhead: Gold, Design Research Contact: Gabriele Bartell, Design Continuum, USA, 617-928-9541, gbartell@ Credit: Design Continuum; Moen Inc.; H.I. Thomas Consulting Group; QualiData Research Desiring to enter the consumer showerhead market, Moen knew they needed a concept that set them apart significantly from existing offerings. In order to successfully meet this challenge, the designers developed a research process that would enable a creative team to gain a deep understanding of what people experienced in a shower, a process that would ultimately lead to the successful Revolution Showerhead. This research enabled designers to have a deeper understanding of the many aspects of the showering experience, including extensive observations of people showering, the physiology of the showering experience, peoples perceptions about showering and point of purchase decisions made about showerheads. Within eight weeks of its introduction at Lowes, the Revolution Showerhead became the number one selling showerhead (despite it being the most expensive showerhead they sell), and sales volume continues to climb. This is a fine piece of research--thoughtfully designed, deeply instrumented, and genuinely interesting in asking and answering important questions. The team had to design much of its own research protocol