descriptive research methods: observation, interviews, projective techniques, conjoint analysis, focus groups, surveys, brain imaging/physiological tracking, social media listening
observational research - anthropology, ethnography (scientific descriptions of customs of indiv. peoples/cultures)
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interview technique: laddering - attributes of product --> consequences of consumption --> values served by consumption, eg. what do you like about this shoe? (great cushioning) --> why is great cushioning important to you? (it helps me run faster) --> why is running fast important to you?
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Projective techniques - consumer projects opinion into a third person (consumer is unlikely to express thoughts/feelings genuinely when asked directly)
survey issues: ppl lie, ppl don't know why they like what they like, qs can shape answers
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