Research is the systemic and scientific method used in advancing knowledge and solving problems. Problems related to behavior can be adequately solved through practical research.Research methodology used in other sciences is also applied in the discipline of consumer behavior.
For example,when consumers have rejected a marketer's product in the market,the marketer would like to investigate and know the cause of this rejection. The marketer then carries out a research project,which has been carefully planned. At the end,the findings of his study will reveal exactly why consumers have rejected the products.
Marketing practitioners and academicians are continuously carrying out research projects to analyse and understand the behavior of consumers. Those who have specialized in researching the behavior of consumers are called consumer behaviourists.such experts or professionals have the interest to advance the knowledge or field of consumer Behavior.
Through scientific research,consumers behaviourists come up with relevant theories and principles. Just like in any science,consumer behavior theories must be tested and either supported or rejected before conclusions can be generalized as principles applicable to marketing practice. Some consumer behavior research is conducted based on observation of actual behavior in the market place:other research is conducted under controlled conditions in the laboratory;still other research is based on the manipulations of marketing variable within a simulated marketing context. It is only through constant testing,evaluation,rejection and support of related hypotheses that behavior principles can be developed to provide marketers and meaningful understanding and insights into psychological and environmental decision making.
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