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Consumer Behavior Research Methods

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Consumer Perception of Product Risks and Benefits

Abstract

This chapter starts by distinguishing consumer behavior research methods based on the type of data used, being either secondary or primary. Most consumer behavior research studies phenomena that require researchers to enter the field and collect data on their own, and therefore the chapter emphasizes the discussion of primary research methods. Based on the nature of the data primary research methods are further distinguished into qualitative and quantitative. The chapter describes the most important and popular qualitative and quantitative methods. It concludes with an overall evaluation of the methods and how to improve quality in consumer behavior research methods.

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Author information

Authors and Affiliations

  1. Department of Business Administration, Aarhus School of Business and Social Sciences, Bartholins Alle 10, 8000, Aarhus, Denmark

    Polymeros Chrysochou

  2. Ehrenberg-Bass Institute for Marketing Science, School of Marketing, University of South Australia, Adelaide, SA, Australia

    Polymeros Chrysochou

Authors
  1. Polymeros Chrysochou
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Correspondence to Polymeros Chrysochou .

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Editors and Affiliations

  1. Clinique du Nord, Port Louis, Mauritius

    Gerard Emilien

  2. Philip Morris Products S.A, Neuchâtel, Switzerland

    Rolf Weitkunat

  3. Philip Morris Products S.A, Neuchâtel, Switzerland

    Frank Lüdicke

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Chrysochou, P. (2017). Consumer Behavior Research Methods. In: Emilien, G., Weitkunat, R., Lüdicke, F. (eds) Consumer Perception of Product Risks and Benefits. Springer, Cham. https://doi.org/10.1007/978-3-319-50530-5_22

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