ABSTRACT
Consumer psychology is a field of research in the social sciences. The following chapter will examine the research-wise possibilities and properties in this field. It will elaborate on different research methodologies, processes, and designs, and differentiate between the quantitative and qualitative research approached. It will set clear parameters for defining empirically sane research question and hypothesis, while discussing the different direction of association options and hypothesis types. This will be done in conjunction with the different association/relationship types with regard to causality as well. It will also stress the paramount importance of a well-established theoretical background as the basis for conceiving good hypotheses and research. The chapter will distinguish between the null hypothesis and the alternative/research hypotheses in research, and the two primary data collection methods for testing them—namely, (1) primary data (e.g., survey/questionnaire, observation, experiment) and (2) secondary data sources (e.g., meta-analysis). It will also explore the notion of measurement, operationalization, and sampling in order to conduct research and address the issue of a cross-sectional study.
