Consumer Behaviour Research Methods at TU München

Flashcards and summaries for Consumer Behaviour Research Methods at the TU München

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Study with flashcards and summaries for the course Consumer Behaviour Research Methods at the TU München

Exemplary flashcards for Consumer Behaviour Research Methods at the TU München on StudySmarter:

Experimental Design: Full factorial design

Exemplary flashcards for Consumer Behaviour Research Methods at the TU München on StudySmarter:

Administering treatments

Exemplary flashcards for Consumer Behaviour Research Methods at the TU München on StudySmarter:

Administering treatments

Exemplary flashcards for Consumer Behaviour Research Methods at the TU München on StudySmarter:

Field experiments

Exemplary flashcards for Consumer Behaviour Research Methods at the TU München on StudySmarter:

Laboratory experiments (controlled)

Exemplary flashcards for Consumer Behaviour Research Methods at the TU München on StudySmarter:

Types of experiments

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External valdity

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Main elements of Experiments

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Conditions for Causality

Exemplary flashcards for Consumer Behaviour Research Methods at the TU München on StudySmarter:

How to construct a perceptual map?

Exemplary flashcards for Consumer Behaviour Research Methods at the TU München on StudySmarter:

What if an item loads equally high on two factors?

Exemplary flashcards for Consumer Behaviour Research Methods at the TU München on StudySmarter:

Ethics in Experiments

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Exemplary flashcards for Consumer Behaviour Research Methods at the TU München on StudySmarter:

Consumer Behaviour Research Methods

Experimental Design: Full factorial design
Between-subject design (different groups)
– Most common
– infeasible with too many conditions

Within-subject design (same group)
– Smaller error –> larger effect of manipulations
– Demand artifacts

Mixed design
– fewer people
– fewer conditions
– can be complex to design
– difficult to examine interactions

Consumer Behaviour Research Methods

Administering treatments
– Posttest: observation after treatment
– Pretest-posttest: observation before and after treatment
– Static (non-random) group assignment
– Random group assignment
– Time series (e.g. with secondary data)

Consumer Behaviour Research Methods

Administering treatments
Posttest
– people watch an ad then rate their attitude toward the brand

Pretest-Posttest
– observation before and after treatment

Consumer Behaviour Research Methods

Field experiments
– less controlled
– high external validity
– internal validity may suffer
– natural environment (test markets)
e.g. Email A/B testing

Consumer Behaviour Research Methods

Laboratory experiments (controlled)
– High internal validity
– External validity may suffer
– Artificial environment

Consumer Behaviour Research Methods

Types of experiments
Laboratory experiments (controlled)

Field Experiments (less controlled)

Consumer Behaviour Research Methods

External valdity
Robustness
– can it be replicated (generalizability)

Relevance
– Potential usefulness of the results

Consumer Behaviour Research Methods

Main elements of Experiments
– Experimenter
– Participants
– Independent variables (Manipulated variables)
– Experimental conditions
– Experimental stimuli

Consumer Behaviour Research Methods

Conditions for Causality
1. Relationship between X and Y
2. Time order (first X then Y, or same time)
3. Elimination if other possible causal factors

Consumer Behaviour Research Methods

How to construct a perceptual map?
1. Identify Competitors
2. Identify Important product Characteristics
3. Consumer Perceptions
4. Identifying Dimensions
5. Interpret Perceptual Map

Consumer Behaviour Research Methods

What if an item loads equally high on two factors?
– Decide on content
– Include in subsequent analysis and see where it fits best
– could be correlated factors –> use oblique rotation

Consumer Behaviour Research Methods

Ethics in Experiments
– Informed consent before experiment
– Withdrawal at any point
– Learning experience
– Debriefing
– Awareness of hypotheses
– cover story or deception?

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