Research Methods: Analyzing Consumer Behavior in Business

This report provides an overview of consumer research methodologies, focusing on both quantitative and qualitative approaches. It explores the use of observational research, including in-store observations and eye-tracking, and experimental methods to understand consumer behavior. The report discusses the benefits and applications of each method, highlighting how they contribute to understanding consumer decision-making processes. It also examines the ethical implications of research and references key academic sources. The assignment emphasizes the importance of these research methods in gathering insights into consumer preferences, product evaluation, and the impact of various factors on purchasing decisions. The report concludes by discussing the importance of understanding consumer behavior for businesses and marketers.

Name of Student:
Student ID:
Business Research Methodology

 Consumer Research Pattern:
Two kinds of research methodology in studying the behavior of consumers:
 Quantitative Research
 Qualitative Research
Research Methods:

 Descriptive in nature
 This method possess:
 Experiments
 Observations
 Survey techniques
Quantitative Research:

 Helps the marketers in gaining an in-depth knowledge or understanding of
the relationship existing between products and people through watching
them buying and using products.
 Helps the researchers in gaining a better perceptive of what the product
actually symbolizes
Observational Research:

o Eye Tracking
o In-store observation
Observational Research Methods:

 Mystery shoppers:
 A tool used by companies in measuring service quality or for gathering of
explicit information about the products and services.
 They buy products, ask questions and register complaints and then supply
in-depth evaluation of the same in their reports about their knowledge.
Continuation…

 Systematic and scientific method of research
 Manipulation of one or more variable is being done
 Generally done to discover new prospects for the organizations
 Through this organizations will be recording and making decisions based
on the behavior of consumers.
Experimentation Research Method:

 Observational Method:
 Observation facilitates in seeing the ways customers act together and
independently. Do customers act in different way when being themselves?
Do their purchasing decisions change in group setting.
 Helps in developing the quality of initial behavioral analysis based on
factors of demographics, augmenting research validity.
 Experimentation Method:
 This method is simple, effective category of research that can be functional
across variety of disciplines.
 For the controlled environment of experimental research, improved results
can be attained.
Rationale of Research Methods:

 Observation Method:
o This is a influential tool that is cost effective
o Effective tool in seeing the ways consumers select their products might
yield impending into the ways they make decisions and the things they look
for.
o Observation helps in determining the amount of time consumers spend
comparing about the prices, or whether the nutritional labels are being
conferred with.
Effectiveness of Research Methods:

 Experimentation Method:
 Possible in testing the comparative sales appeal of various variable types,
like designs of package, offers regarding promotional prices through
experiments proposed in identifying cause and effect.
Continuation…

Observation Method:
Some of the top brands globally approve the ‘observation’ approach on
consumers.
Observation puts in two valuable ways:
oPutting marketers in laying a hand on with customers directly, making
stronger the curiosity of consumer and opening up “consumer third-eye”.
oObservations of consumers having the prospective of throwing up
appealing insights, as the marketer unites years of experience along with
judgment.
Examples:

 Experimentation Method:
o Symmetrical Relationship: Two variables fluctuating at the same time.
However, in symmetrical relationship alteration in one variable is not
originated by transformation in another variable.
 Reciprocal Relationship: Two variables transpires when there is
reciprocated influence and fortification between the two variables.
Continuation…

 Integrity
 Reliability
 Validity
Ethical Implications:

 Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill
building approach. John Wiley & Sons.
 Vigneron, F., & Johnson, L. W. (2017). Measuring perceptions of brand
luxury. In Advances in Luxury Brand Management (pp. 199-234). Palgrave
Macmillan, Cham.
 Yin, R. K. (2017). Case study research and applications: Design and
methods. Sage publications.
 Henwood, K. (2014). Qualitative research. Encyclopedia of Critical
Psychology, 1611-1
 Jackson, S. L. (2015). Research methods and statistics: A critical thin
 Babbie, E. (2015). The practice of social research. Nelson Education.king
approach. Cengage Learning.614.
References:

Thank You