Contact Methods
Information can be collected by mail, telephone, personal interview, or online. Mail questionnaires can be used to collect large amounts of information at a low…
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Sampling Plan
Marketing researchers usually draw conclusions about large groups of consumers by studying a small sample of the total consumer population. A sample is a segment…
Research Instruments
In collecting primary data, marketing researchers have a choice of two main research instruments—the questionnaire and mechanical devices. The questionnaire is by far the most…
Presenting the Research Plan
At this stage, the marketing researcher should summarize the plan in a written proposal. A written proposal is especially important when the research project is…
Psychological Factors Affecting Buying Behaviors
A person’s buying choices are further influenced by four major psychological factors: motivation, perception, learning, and beliefs and attitudes. Motivation We know that Lucy became…
Maslow’s Theory of Motivation
Abraham Maslow sought to explain why people are driven by particular needs at particular times. Why does one person spend much time and energy on…
Types of Buying Decision Behavior
Buying behavior differs greatly for a tube of toothpaste, a tennis racket, an expensive camera, and a new car. More complex decisions usually involve more…
Policy implications
Suppose that government wished to encourage individuals to work for longer hours. How might this be done? One method operates by shifting upwards the schedule…
Utility and consumer preferences
Utility refers to the satisfaction or enjoyment which comes from the consumption of goods over some interval of time. For simplicity, suppose that only two…
An indifference curve shows all combinations of the two goods which yield a particular level of utility.
The shape of an indifference curve will depend upon the utility function of the individual concerned. One likely shape for an indifference curve is shown…