Consumer Behaviour Course in Exeter

Consumer Behaviour Course Outline

Module 1: Why We Need Qualitative Research Methods

• Data-Based Marketing Decision
• Qualitative vs. Quantitative
• How Qualitative Research Can Help to Answer Marketing Questions

Module 2: Evolution in Understanding Consumers and its Consequences

• Traditional Way of Understanding the Consumer
• New Approach to the Consumer
• Discovering the Unconscious Mind and its Implications
• Marketing Evidence for the Existence of Unconscious and Automatic Processes
• Evolution of Qualitative Research

Module 3: Qualitative Methods: Different Tools in the Hands of a Marketing Researcher

• Classic Qualitative Marketing Research Methods
• Variations Around Focus Groups
• Interactive Methods
• Closer to the Real Experience
• Exploring New Technologies

Module 4: Projective and Enabling Techniques

• What are Projective Techniques?
• When Projective and Enabling Techniques Can and Should be Used in Marketing Research
• Types of Projective Techniques
• Key Success Factors
• Projective and Enabling Techniques Most Commonly Used in Marketing Research
• Examples of Enabling Techniques
• Analysis and Interpretation of Projective and Enabling Techniques

Module 5: Defining the Research Questions and Research Schemata

• Different Stages of Qualitative Research
• Defining the Research Area: From Marketing Questions to Research Questions
• Designing Research Schemata: Quantitative Thinking in Qualitative Research
• Additional Rules for Selecting Respondents
• Number and Type of Interviews
• Most Common Mistakes in Planning Research Schemata

Module 6: Art of Asking the Right Question

• Elementary Rules for a Good Discussion Guide
• Question Type Rules
• Question and Topic Sequence Rules

Module 7: Conducting an Interview – the Difference Between Good and Bad Moderators

• Good Moderation
• Choosing a Moderator for a Particular Research Project
• Characteristics of a Good Moderator
• Types of Skills Advisable for Group Discussion
• Types of Skills Advisable for Ethnographic Research
• Additional Skills Essential in Qualitative Research
• Six Major Mistakes in Moderation

Module 8: Analysing and Interpreting Qualitative Data

• Why is Qualitative Data Analysis Difficult?
• Qualitative Data Analysis Framework
• Types of Qualitative Marketing Research Results Presentation
• Principles of Qualitative Data Analysis