Skip to Main Content

MKT 561: Consumer Behavior: Research Methodology

Professor Adrienne Hall-Phillips

About Interviews

Conducting Interviews allow researchers to learn detailed information from individuals. It is useful when you want to learn more about indivduals who experience something first hand first or talk to someone knowledgeable about a topic. There are several different types of interviews including: face to face, phone, email, and chat.

Books on Research Interviews

About Surveys

Survey research involves the use of questionnaires and/or statistical surveys to gather data about people and their thoughts and behaviors.

Books on Surveys

About Focus Groups

A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.

Books on Focus Groups