Basic Information of Discovery-oriented Consumer Research
Author: William D. WellsPublisher:
Case Number:
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Course Category: Marketing
Case Summary of Discovery-oriented Consumer Research
Guideline 1:Leave homeRecognition Search Purchase Consumption Post-consumption
Strategic
central
Generic
Variant
Researchers used to focus on early-stage and low-level decisions(左下角). Now we should move to 右上角.
Guideline 2:Forsake Myth
Myth1---students represent consumers(In fact, they are not!)
Myth2---The laboratory represents the environment(laboratory has too much control to the environment, 受試者知道實驗室環境不是真的並不會造成對自身的長期影響, and 實驗突然發生突然停止，真實生活是連續的)
Myth3---Statistic significance confers real significance
Myth4---Correlation becomes causation(AB同時上升不代表A的上升造成B的上升，可能是C同時造成A跟B的上升)
Myth5---mentioning limitation makes them go away
Guideline 3:Reach out
Insiders tend to take everything for granted. Outsides’ point of view could be a great help.
Guideline 4:start small and stay real
Instead of trying to establish a high end “theory” to explain everything, we can find a ground level generalization called “so-what” strategy. This strategy focus on how real consumers behave.
Guideline 5:Research backward
Guess what the finding will be, and then design the research to meet the expect finding.
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