Consumer Behavior Research

Stefan Hoffmann and Payam Akbar
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Stefan Hoffmann: Christian-Albrechts-Universität zu Kiel
Payam Akbar: Christian-Albrechts-Universität zu Kiel

Chapter 2 in Consumer Behavior, 2023, pp 15-30 from Springer

Abstract: Abstract In this chapter, you will learn what consumer behavior research explores, what research approaches are used, when researchers collect their own data and when they use existing data, and how to obtain empirical data. You will learn the following paradigms: qualitative and quantitative approaches, primary and secondary research, and classical test theory.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-39476-9_2

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DOI: 10.1007/978-3-658-39476-9_2

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