- ホーム
- > 洋書
- > 英文書
- > Science / Mathematics
Full Description
Methods in Consumer Research, Volume 1: Theoretical and Practical aspects, Second Edition, brings together the world's leading experts in global consumer research who provide a fully comprehensive state-of-the-art coverage of advances in methods in consumer science.
The new edition, thoroughly revised and updated, touches on the latest developments in consumer behavior. It includes a theoretical overview of consumer behavior, followed by a detailed description of qualitative techniques, including coverage of focus groups, projective techniques, ethnography, and social media. Quantitative methods are also addressed from both an explicit and implicit perspective. A section specifically delves into physiological measurements, such as eye-tracking, facial reading, and fMRI.
In conjunction with the second volume, which covers specific applications, this book is an invaluable reference for academics working in the fields of sensory and consumer science, psychology, marketing, and nutrition. Through examples of the methodologies being applied throughout, it serves as a practical guide to practitioners in both the public and private sector.
Contents
Section 1: Theoretical and methodological considerations on consumer research
1. Recent advances in consumer research
2. Complexity of consumer perception
3. Psychographics: Personality variables in consumer research
4. Contextual influences on consumer responses to food products
5. Ethics in sensory and consumer research
Section 2: Qualitative research
6. New approaches to focus groups
7. Projective techniques
8. Ethnography and observational methods in consumer research
9. Application of social media for consumer research
10. Text mining
11. Design thinking, co-creation and consumer involvement in research and innovation
Section 3: Quantitative direct methods
12. Conjoint analysis in sensory and consumer science: Principles, applications and future perspectives
13. Affect-based discrimination
14. Emotional responses to products
15. Consumer-based methodologies for sensory characterization
16. Measuring the dynamics of consumer perception
17. Statistical approaches to consumer segmentation
18. Measuring consumer expectations
19. Situational appropriateness in food consumer research
20. Experimental economics to evaluate consumer preferences
Section 4: Quantitative indirect methods
21. Measuring implicit associations in food-related consumer research
22. Automatic facial expressions analysis in consumer science
23. Eye tracking in consumer research
24. Physiological measurements: EEG and fMRI
