chapter  1
Quantitative Research
Its Place in Consumer Psychology
WithCathrine V. Jansson-Boyd
Pages 21

This chapter introduces the reader to different aspects of quantitative research methods that consumer psychologists use. It provides an overall perspective of why consumer researchers need to distinguish between quantitative and qualitative methodologies. Specifically, it looks at the role of theory and how it should play a key role in determining what kind of method to use. Furthermore, this chapter looks at specific types of methods that can be employed as well as how they need to be considered in parallel to the statistical methods used. Once you have read this chapter, you should appreciate that consumer psychological research should be driven by a clear and coherent understanding of the topic investigated. Additionally, you should understand that consumer psychological research is increasingly complex, and this is something that needs to be embraced in order to further the scientific field of consumer behaviours.