Consumer Behavior and Consumer Research（英文）(ppt 21页)

Consumer Behavior and Consumer Research（英文）内容提要：
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
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Consumer Research Methods
Observation
Gaining information by observing consumers in different situations, in natural or artificial setting
In-home 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
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Interviews and Surveys
Surveys: efficient method for gathering information from a large sample of consumers by asking questions and recording responses (telephone and Internet surveys, mall intercepts and mail questionnaires)
Focus Groups: a group discussion lead by a skilled moderator and designed to probe specific topics in-depth.