Summary: Consumer Research In Marketing

Study material generic cover image
  • This + 400k other summaries
  • A unique study and practice tool
  • Never study anything twice again
  • Get the grades you hope for
  • 100% sure, 100% understanding
Use this summary
Remember faster, study better. Scientifically proven.
Trustpilot Logo
PLEASE KNOW!!! There are just 88 flashcards and notes available for this material. This summary might not be complete. Please search similar or other summaries.

Read the summary and the most important questions on Consumer research in marketing

  • 1 Topic 1

  • 1.1 Reading Questions

    This is a preview. There are 20 more flashcards available for chapter 1.1
    Show more cards here

  • Why do we conduct research?

    To solve problems and advance knowledge
  • What are the two ways to conduct research?

    * We can use existing theories to derive hypotheses and test them
    * We can create new theories based on observations and inquiry
  • What are the four characterizations of a research paradigm?

    1. Ontology
    2. Epistemology
    3. Axiology
    4. Methodology
  • What describes what is valuable and ethical or where values come from?

    Axiology
  • What are the three beliefs for ontology in the realism paradigm?

    One objective reality or truth
    Independent of context
    Human behaviour determined
  • What are the three beliefs for ontology relativism?

    Multiple subjective realities or truths
    Reality is socially constructed and perceived and  evolves with context
    Human behaviour is created
  • What are the four beliefs for epistemology for the positivist paradigm?

    1. Objective measurement
    2. Regularities and laws
    3. Real causes and effects
    4. Specific rules for doing science
  • What are the four beliefs for epistemology in the interpretivist paradigm?

    1. Subjective perception
    2. Meaning, motives, or experiences
    3. Mutual, simultaneous shaping of cause and effect
    4. Many rules for doing science
  • What are the three believes for Axiology in the positivist paradigm?

    1. Free of values
    2. Guided by logic
    3. Goal: explanation and prediction
  • What are the three believes for axiology in the interpretivist paradigm?

    1. Values help co-construct meaning
    2. Guided by intuition
    3. Goal: understanding
PLEASE KNOW!!! There are just 88 flashcards and notes available for this material. This summary might not be complete. Please search similar or other summaries.

To read further, please click:

Read the full summary
This summary +380.000 other summaries A unique study tool A rehearsal system for this summary Studycoaching with videos
  • Higher grades + faster learning
  • Never study anything twice
  • 100% sure, 100% understanding
Discover Study Smart

Topics related to Summary: Consumer Research In Marketing