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Summary: Consumer Research In Marketing
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Read the summary and the most important questions on Consumer research in marketing
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1 Topic 1
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1.1 Reading Questions
This is a preview. There are 20 more flashcards available for chapter 1.1
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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?
- Ontology
- Epistemology
- Axiology
- Methodology
- Ontology
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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 truthIndependent 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?
- Objective measurement
- Regularities and laws
- Real causes and effects
- Specific rules for doing science
- Objective measurement
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What are the four beliefs for epistemology in the interpretivist paradigm?
- Subjective perception
- Meaning, motives, or experiences
- Mutual, simultaneous shaping of cause and effect
- Many rules for doing science
- Subjective perception
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What are the three believes for Axiology in the positivist paradigm?
- Free of values
- Guided by logic
- Goal: explanation and prediction
- Free of values
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What are the three believes for axiology in the interpretivist paradigm?
- Values help co-construct meaning
- Guided by intuition
- Goal: understanding
- Values help co-construct meaning
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