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Behavioural Research for Marketing: A Practitioner's Handbook [Hardback]

  • Formāts: Hardback, 202 pages, height x width: 229x152 mm, weight: 453 g, 39 Tables, black and white; 57 Line drawings, black and white; 57 Illustrations, black and white
  • Izdošanas datums: 04-Jul-2022
  • Izdevniecība: Routledge
  • ISBN-10: 0367771314
  • ISBN-13: 9780367771317
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Behavioural Research for Marketing: A Practitioner's HandbookPalielināt
  • Formāts: Hardback, 202 pages, height x width: 229x152 mm, weight: 453 g, 39 Tables, black and white; 57 Line drawings, black and white; 57 Illustrations, black and white
  • Izdošanas datums: 04-Jul-2022
  • Izdevniecība: Routledge
  • ISBN-10: 0367771314
  • ISBN-13: 9780367771317
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9780367771317.html
Keywords:
This book, the first of its kind, provides market researchers and marketeers with the tools to better understand human behaviour by drawing upon social science theory from different schools of thought, including sociology, psychology and behavioural economics. It has practical examples throughout to help illustrate how to operationalise theory in market research and to underpin the way we understand how people think, behave, decide and make choices. Each theory is explained in accessible terms to ensure that the content is relevant and useful to commercial market researchers.

By considering different theoretical models of human behaviour from the outset, this book will open new avenues of investigation, help researchers to develop more dynamic and challenging hypotheses to test during the research process, and ultimately result in more insightful outcomes. The book brings together theories that look at how society is shaped and formed, and how this impacts on the individual, along with theories that focus on the mind and behaviour of the individual; these perspectives are equally important in market research but not usually considered within the same text. This book is not limited to theory alone; in each chapter, illustrative examples are used to help demonstrate how theory can be applied to real-world market research projects. Additionally, throughout there are helpful suggestions in terms of question content to help operationalise theory.

This book will appeal to those that have recently entered the field of market research and are interested in the theoretical underpinnings of human behaviour, undergraduates and post-graduates that are studying marketing, business studies or social science, where a core component of the course requirement is market research, and finally those that are users of market research data and want a working knowledge of key theories of human behaviour.

Recenzijas

"This text provides a thought-provoking and practical approach to behavioural research in marketing. The book is unique in applying research methods to contemporary marketing practice, and provides a useful toolkit for marketers who want to up their game."

- Dr Rita Kottasz, Associate Professor of Marketing, Kingston University London, Kingston Business School

"This book is a must read for any market research and insight professional who wishes to have a strong theoretical underpinning for their understanding of human behaviour. It brings together in an easy to understand one-stop read key social science theory drawn from sociology, psychology and behavioural economics."

- David Smith PhD, Director DVL Smith Limited and Visiting Professor University of Hertfordshire Business School "This text provides a thought-provoking and practical approach to behavioural research in marketing. The book is unique in applying research methods to contemporary marketing practice, and provides a useful toolkit for marketers who want to up their game."

- Dr Rita Kottasz, Associate Professor of Marketing, Kingston University London, Kingston Business School

"This book is a must-read for any market research and insight professional who wishes to have a strong theoretical underpinning for their understanding of human behaviour. It brings together in an easy to understand one-stop read key social science theory drawn from sociology, psychology and behavioural economics."

- David Smith, PhD, Director DVL Smith Limited and Visiting Professor, University of Hertfordshire Business School

Preface xi
Acknowledgements xv
1 Introducing theory
1(9)
1.1 Applying theory as a research decision tool
2(3)
1.1.1 Defining theory
2(1)
1.1.2 How theory evolves over time
2(1)
1.1.3 Connecting researchers to theory
3(1)
1.1.4 Determining theory prediction and testability
3(2)
1.2 How research philosophies inform theory
5(3)
1.2.1 Ontological and epistemology assumptions
5(1)
1.2.2 Methodological considerations
5(1)
1.2.3 Research paradigms/frameworks
5(1)
1.2.4 Theory of social structure and individual agency
6(2)
1.3 The plan of the book
8(1)
1.3.1 Aims of the book
8(1)
1.3.2 Book content
9(1)
1.4 References/further reading
9(1)
2 How social influence creates and sustains behaviour
10(58)
2.1 Social norms: understanding the unwritten rules we live by
12(16)
2.1.1 Defining social norms
12(1)
2.1.2 Reviewing social norm theory
12(8)
2.1.3 Measuring social norms in behavioural research
20(2)
2.1.4 Social norms theory in action
22(4)
2.1.5 Implications for behavioural research
26(1)
2.1.6 References/further reading
27(1)
2.2 Norm following: defining non-instrumental behaviour
28(4)
2.2.1 Defining norm following
28(1)
2.2.2 Reviewing norm following theory
28(1)
2.2.3 Measuring following in behavioural research
29(1)
2.2.4 Norm following theory in action
30(1)
2.2.5 Implications for behavioural research
30(1)
2.2.6 References/further reading
31(1)
2.3 Norm conforming: avoiding censure or punishment
32(7)
2.3.1 Defining norm conforming
32(1)
2.3.2 Reviewing norm conforming theory
32(2)
2.3.3 Measuring conformity in behavioural research
34(1)
2.3.4 Norm conforming theory in action
34(4)
2.3.5 Implications for behavioural research
38(1)
2.3.6 References/further reading
39(1)
2.4 Social identity: dividing the world into `us' and `them'
39(10)
2.4.1 Defining social identity
39(1)
2.4.2 Reviewing social identity theory
40(4)
2.4.3 Measuring social identity in behavioural research
44(1)
2.4.4 Social identity theory in action
44(4)
2.4.5 Implications for behavioural research
48(1)
2.4.6 References/further reading
48(1)
2.5 Symbolic interactionism: creating shared meaning through social interactions
49(10)
2.5.1 Defining symbolic interactionism
49(1)
2.5.2 Reviewing symbolic interactionism theory
50(4)
2.5.3 Measuring symbolic interactions in behavioural research
54(2)
2.5.4 Symbolic interactionism theory in action
56(2)
2.5.5 Implications for behavioural research
58(1)
2.5.6 References/further reading
59(1)
2.6 Social practices: accounting for habitual behaviour
59(9)
2.6.1 Defining social practices
59(1)
2.6.2 Reviewing social practice theory
60(4)
2.6.3 Measuring social practices in behavioural research
64(1)
2.6.4 Social practice theory in action
65(2)
2.6.5 Implications for behavioural research
67(1)
2.6.6 References/further reading
67(1)
3 How personality governs behavioural tendencies
68(51)
3.1 Two minds: determining conscious and unconscious thinking
70(19)
3.1.1 Defining the conscious and unconscious mind
70(1)
3.1.2 Reviewing conscious and unconscious mind theory
70(10)
3.1.3 Measuring the conscious and unconscious mind in behavioural research
80(4)
3.1.4 Conscious and unconscious mind theory in action
84(4)
3.1.5 Implications for behavioural research
88(1)
3.1.6 References/further reading
88(1)
3.2 Constructivism: understanding perceptions
89(10)
3.2.1 Defining constructivism
89(1)
3.2.2 Reviewing constructivism theory
89(3)
3.2.3 Measuring constructivism in behavioural research
92(2)
3.2.4 Constructivism theory in action
94(4)
3.2.5 Implications for behavioural research
98(1)
3.2.6 References/further reading
98(1)
3.3 Personality traits: measuring temperament
99(13)
3.3.1 Defining personality traits
99(1)
3.3.2 Reviewing personality trait theory
99(7)
3.3.3 Measuring personality traits in behavioural research
106(1)
3.3.4 Personality trait theory in action
107(3)
3.3.5 Implications for behavioural research
110(1)
3.3.6 References/further reading
110(2)
3.4 Conditioning: responding to environmental stimuli
112(7)
3.4.1 Defining conditioned behaviour
112(1)
3.4.2 Reviewing conditioning theory
112(4)
3.4.3 Measuring conditioning in behavioural research
116(1)
3.4.4 Conditioning theory in action
116(1)
3.4.5 Implications for behavioural research
117(1)
3.4.6 References/further reading
118(1)
1 How motivational forces drive behaviour
119(36)
4.1 Hierarchy of needs: determining physiological and higher order needs
120(10)
4.1.1 Defining hierarchy of needs
120(1)
4.1.2 Reviewing hierarchy of needs theory
121(3)
4.1.3 Measuring hierarchy of needs in behavioural research
124(1)
4.1.4 Hierarchy of needs theory in action
125(4)
4.1.5 Implications for behavioural research
129(1)
4.1.6 References/further reading
129(1)
4.2 Two factor theory: addressing motivational and hygiene factors
130(6)
4.2.1 Defining motivator and hygiene factors
130(1)
4.2.2 Reviewing motivator and hygiene theory
131(2)
4.2.3 Measuring motivator and hygiene factors in behavioural research
133(1)
4.2.4 Motivator and hygiene theory in action
134(1)
4.2.5 Implications for behavioural research
135(1)
4.2.6 References/further reading
135(1)
4.3 Self-efficacy: harnessing the power of self-belief
136(9)
4.3.1 Defining self-efficacy
136(1)
4.3.2 Reviewing self-efficacy theory
136(4)
4.3.3 Measuring self-efficacy in behavioural research
140(1)
4.3.4 Self-efficacy theory in action
141(3)
4.3.5 Implications for behavioural research
144(1)
4.3.6 References/further reading
144(1)
4.4 Collective efficacy: achieving shared goals
145(3)
4.4.1 Defining collective efficacy
145(1)
4.4.2 Reviewing collective efficacy theory
145(1)
4.4.3 Measuring collective efficacy in behavioural research
146(1)
4.4.4 Collective efficacy theory in action
147(1)
4.4.5 Implications for behavioural research
148(1)
4.4.6 References/further reading
148(1)
4.5 Cognitive dissonance: addressing attitude and behaviour disharmony
148(7)
4.5.1 Defining cognitive dissonance
148(1)
4.5.2 Reviewing cognitive dissonance theory
149(2)
4.5.3 Measuring cognitive dissonance in behavioural research
151(1)
4.5.4 Cognitive dissonance theory in action
151(2)
4.5.5 Implications for behavioural research
153(1)
4.5.6 References/further reading
153(2)
5 How judgements influence behaviour
155(36)
5.1 Locus of control: making sense of our behaviour
157(10)
5.1.1 Defining locus of control
157(1)
5.1.2 Reviewing locus of control theory
158(3)
5.1.3 Measuring locus of control in behavioural research
161(1)
5.1.4 Locus of control theory in action
161(5)
5.1.5 Implications for behavioural research
166(1)
5.1.6 References/further reading
166(1)
5.2 Judging others: making sense of other people's behaviour
167(5)
5.2.1 Defining attributions about other people's behaviour
167(1)
5.2.2 Reviewing attribution theory
167(3)
5.2.3 Attribution theory in action
170(1)
5.2.4 Implications for behavioural research
171(1)
5.2.5 References/further reading
171(1)
5.3 Nonverbal communication: how to read nonverbal cues
172(11)
5.3.1 Defining nonverbal communication
172(1)
5.3.2 Reviewing nonverbal communication theory
173(2)
5.3.3 Identifying different types of nonverbal communication
175(6)
5.3.4 Measuring nonverbal communication in behavioural research
181(1)
5.3.5 Implications for behavioural research
182(1)
5.3.6 References/further reading
182(1)
5.4 Making judgements in practice: controlling for bias
183(8)
5.4.1 Defining judgement bias
183(1)
5.4.2 Judgement bias about our own behaviour
183(1)
5.4.3 Judgement bias about others'behaviour
184(1)
5.4.4 Judgement biases in action
184(4)
5.4.5 How to guard against judgement bias
188(1)
5.4.6 Implications for behavioural research
189(1)
5.4.7 References/further reading
190(1)
6 How to select theory
191(4)
6.1 The underuse, selective use and misuse of theory
191(1)
6.2 Key stages to theory selection
192(1)
6.2.1 Defining the research problem, a precursor to theory selection
192(1)
6.2.2 Selecting theory
192(1)
6.3 Conclusion: applying theory in behavioural research
193(2)
6.3.1 Theory as a research decision tool
193(1)
6.3.2 Considering both social structure and individual agency
194(1)
6.3.3 Applying theory in practice
194(1)
6.3.4 And finally
194(1)
Index 195
Julian Adams has worked in the market research industry for over 20 years. He is a Director at Motif, a brand, CX and loyalty insights agency. Prior to this, he was a Partner at Illuminas LLP. Julian is a guest lecturer at Kingston University Business School, where he teaches research theory, method and nonverbal communication.