search query: @indexterm consumer research / total: 600
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| Author: | Zou, T.X.P. Lee, W.B. |
| Title: | Development of a sereach tool for the elicitation of consumer response |
| Journal: | International Journal of Market Research
2007 : VOL. 49:5, p. 613-631 |
| Index terms: | consumer research research |
| Language: | eng |
| Abstract: | The paper discusses the classical grounded theory that is adopted to guide the process of data collection and analysis. This paper attempts to suggest an alternative method that makes use of the sense-making abilities of consumers in shaping and detecting patterns. A practical consumer research project is conducted to explore the patterns of foreign language learning behaviour among tertiary students. The project helps to demonstrate that the proposed tool could provide and understanding of the behaviours of participants as well as of some of their underlying values. The participants are playing a very active role which differentiates the study from ordinary focus group research. |
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