Description
Quantitative consumer research has long been the backbone of consumer psychology producing insights with peerless validity and reliability. This new book addresses a broad range of approaches to consumer psychology research along with developments in quantitative consumer research. Experts in their respective fields offer a perspective into this rapidly changing discipline of quantitative consumer research. The book focuses on new techniques as well as adaptations of traditional approaches and addresses ethics that relate to contemporary research approaches.
The text is appropriate for use with university students at all academic levels. Each chapter provides both a theoretical grounding in its topic area and offers applied examples of the use of the approach in consumer settings. Exercises are provided at the end of each chapter to test student learning. Topics covered are quantitative research techniques, measurement theory and psychological scaling, mapping sentences for planning and managing research, using qualitative research to elucidate quantitative research findings, big data and its visualization, extracting insights from online data, modeling the consumer, social media and digital market analysis, connectionist modeling of consumer choice, market sensing and marketing research, preparing data for analysis;, and ethics. The book may be used on its own as a textbook and may also be used as a supplementary text in quantitative research courses.
Table of Contents
Preface Paul M. W. Hackett
1. Quantitative Research: Its Place in Consumer Psychology Cathrine Jansson-Boyd
2. Using Contemporary Quantitative Techniques Or Shkoler
3. Measurement Theory and Psychological Scaling Daniel P. Hinton and Tracey Platt
4. Identify, Interpret, Monitor and Respond to Quantitative Consumer Data on Social Media Amy Jauman
5. Alternative Research Methods: Introducing Market Sensing—A Qualitative and Interpretive Perspective on Research David Longbottom and Alison Lawson
6. Big Data: Data Visualization and Quantitative Research Apps Vaidas Lukošius and Michael R. Hyman
7. Exploring Ways of Extracting Insights from Big Data Peter Steidl
8. Contemporary Approaches to Modeling the Consumer Debbie Isobel Keeling
9. Connectionist Modelling of Consumer Choice Max Greene, Peter Morgan, and Gordon Foxall
10. Uniting Theory and Empirical Research: Market Research and Marketing Sensing Melvin Prince, Constantinos-Vasilios Priporas, Gillie Gabay, and Howard Moskowitz
11. Ethical Issues in Conducting Psychological Research David B. Resnik
12. A User-Friendly Practical Guide to Preparing Data for Analysis Kerry Rees
13. Integrating and Writing Up Data Driven Quantitative Research: From Design to Result Presentation Paul M. W. Hackett, Lydia Lu and Paul M. Capobianco
