Methods of Consumer Research


University of Gdansk, Poland

DOI: 10.1002/9781118989463.wbeccs170

Observing the multidimensionality of consumer research, purchasers' preferences can be analyzed by taking different issues into account. Since one's decisions are guided by, among other things, psychological, social, biological, linguistic, and cultural determinants, consumer research may encompass various areas of study that offer extensive investigation possibilities. Applying diversified methodologies, it is possible to view consumer behavior in different ways, by concentrating on selected determinants or their outcomes in studying how people behave in purchase-related situations.


The diverse methods used in investigating the market can be categorized by taking into account the key determinants underlying the processes of investigation. Thus, the 6S model – encompassing stage, setting, sense, stimulus, stakeholders, and scope – can be treated as a complex approach for considering how consumer studies can be investigated. First of all, it should be mentioned that consumer research encompasses studies on different actions related to consumer behavior, in all stages of purchasing activities (pre-purchase, purchase, and post-purchase processes). Thus, consumer research investigates different phases of clients' exposure to the offered merchandise or service, studying how customers learn about products, how they recognize ...

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