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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Learning about Consumers

Chapter Outline

Learning Objectives

Opening Vignette

I. Chapter Overview

II. Consumer Research in the Twenty-First Century

    1. Speed
    2. The Internet
    3. Globalization
    4. Data Overload

III. Learning about Consumers

IV. The Research Process

    1. Defining the Problem and Project Scope
    2. The Research Approach
    3. The Research Design
    4. Fieldwork and Data Collection
    5. Data Analysis and Interpretation
    6. Report of Findings
    7. Summary Features of the Research Process

V. Asking Questions

    1. The Importance of How You Ask the Question
    2. Three Questions Researchers Should Ask About Research Questions
    3. Specific Guidelines for Asking Questions

VII. Conducting International Consumer Research

VIII. Conducting Research on the Internet

IX. Ethics in Consumer Research

X. The Exciting World of Consumer Research

XI. Summary Key Terms Chapter Questions





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