Reading Questions

8 important questions on Reading Questions

What are the three believes for methodology in the positivist paradigm?

  1. Deductive
  2. Systematic
  3. Testing theories and hypotheses
  4. Mostly quantitative

What are the four believes for methodology in the interpretivist paradigm?

  1. Inductive
  2. Emergent
  3. Generating theories and hypotheses
  4. Mostly qualitative

Why do we need consumer research?

Because other fields fail to study all stages of consumption and neglect the unique circumstances faced in marketing
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What is the goal of contemporary consumer research?

To generate theoretical and practical insights into consumer-relevant issues that are meaningful for researchers, practitioners, policymakers and consumers alike.

What is the difference between quantitative and qualitative methods?

Quant: all about data & statistics
Qual: all about meaning & context

What are the characteristics of quantitative and qualitative methods?

Quant: structured, closed questions, numerical data, large samples
Qual: flexible, open questions, visual & verbal data, small samples

What are the two types of intended contribution?

Conceptual domain (theory)
Substantive domain (phenomena)

What are the three ways to create new knowledge?

Propose a new relationship between an IV and a DV
Propose a mediator and/or moderator
Propose a new construct

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