What are the research methods of consumer behavior?

The commonly used methods are observation, interview, questionnaire, projection test and experiment.

1. observation method is to observe consumers' behaviors such as words, actions and expressions purposefully and systematically under natural conditions, and analyze their internal reasons, so as to study the laws of consumers' psychological phenomena.

2. Interview is a way to understand the interviewee's motivation, attitude, personality and values through the conversation between the interviewee and the interviewee. Interview methods can be divided into structured interviews and unstructured interviews (uncontrolled interviews).

Structured interview, also known as controlled interview, is conducted in the way that the interviewee asks questions actively and the interviewee answers them one by one.

Unstructured interview, also called uncontrolled interview, is conducted through natural dialogue between the interviewer and the interviewee.

3. Questionnaires: Questionnaires are a set of questions for the subjects to answer and instructions for using the questionnaires. Description includes test conditions, descriptions and scoring rules. Give the questionnaire to the subjects for them to answer. Through the analysis and study of the answers, the method to draw the corresponding conclusions is questionnaire survey.

4. Projection test method.

(1) Why use projection test?

In order to overcome the shortcomings of the interview method and the general questionnaire method, and truly understand the real motives and attitudes of the interviewees or subjects, psychologists created the projection test method.

(2) What is a projection test?

Projection test is a personality measurement tool. This test is to give the subject an ambiguous set of * * * to explain. There is a vague * * * which has no definite meaning, but if the subject tells the meaning of this * * *, he will naturally give full play to his imagination and try his best to make the meaning of * * * complete. By analyzing his explanation, we can infer his personality characteristics more accurately. This test adopts a circuitous method. Candidates are not wary, and the true meaning in their hearts is unconsciously projected, so the measured results are more real.

(3) The most famous projection tests are Rorschach ink test and thematic apperception test.

(4) Projection testing methods include role-playing, association, sentence-making and schematic diagram.

(5) Take instant coffee as an example to illustrate the projection test method.

The research on the purchasing motivation of instant coffee is a successful example of applying projection test method to the field of consumer psychology. Haier, a psychologist at the University of California, studied this problem. His method is projection test.

Haier has designed two shopping lists, each with seven items to buy. Except that one shopping list needs to buy instant coffee and the other needs to buy fresh coffee, the other six items on the two shopping lists are exactly the same. Find two groups of subjects, and each group only looks at a shopping list. Tell the subject that this shopping list was made by a housewife and ask him to imagine what a housewife is like according to this shopping list. Results Almost half of the subjects in one group described housewives who bought instant coffee as lazy, sloppy and unplanned. 12% of the respondents said that she was a wasteful woman; And 10% of the subjects said that she was not a good wife. Another group of subjects described the housekeeper who bought coffee beans as diligent, neat, life-oriented, conscientious in housework and fond of cooking. Based on this result, Haier came to a practical conclusion: American women don't accept instant coffee because publicity strengthens their prejudice. They think that housework is a housewife's bounden duty, and trying to avoid housework should be condemned. The promotion of instant coffee emphasizes saving time and trouble, which makes people feel that it is helping lazy people. Therefore, diligent people don't want others to say that lazy people are unwilling or afraid to buy instant coffee. Consumers' views on instant coffee can't be really answered by asking directly. Using projection test rules, consumers can unconsciously reveal their true thoughts.

The bumpy road taken by instant coffee to occupy the market in the 1940s and 1950s also illustrates this problem. Facts tell us that in the eyes of consumers, the value of a product depends not only on its physical properties, but also on whether it conforms to the psychological characteristics of consumers, such as habits, concepts and hobbies. But these psychological characteristics are not obvious, and it takes some methods and efforts to understand them. It is difficult to successfully develop and sell new products without knowing whether they meet the psychological characteristics of consumers.

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