This guide will help you get started on consumer-specific research. Navigate through the tabs above to find and explore library resources and other information.
The intent of this guide is not to show you all the resources that may be used. Rather, this guide will help you identify some quality resources and provide some direction for your library research.
What is consumer research?
"Methodology used to study consumer behaviour."
What is consumer behaviour?
"The behaviour that consumers display in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs."
What is market segmentation?
"The process of dividing a market into distinct subsets of consumers with common needs or characteristics and selecitng one or more segments to target wtih a distinct marketing strategy."
- Schiffman, L. (2006) Consumer behaviour. Toronto: Pearson Prentice Hall.
This guide can be used in conjunction with other BUAD course and subject guides.
Plan and follow a research strategy - it will save you time and frustration!
Step 1: Define your assignment/project
What do you need to do? What are the most important concepts in your assignment/project?
Step 2: Focus your research
What questions do you want your research to answer? What information do you need to support and develop your ideas?
Step 3: Develop your keywords
What words and phrases describe the areas and concepts you are researching? You will use these words and phrases to search for resources.
Step 4: Identify your resources
Who would collect the information you want and where would that information be published/available?
Good research requires time, planning, patience, and flexibility. This Research, Writing and Citing guide will help you learn more about the research process.
Research strategy adapted from University of B.C.’s David Lam Management Research Library’s Jump-Starting My Research (Undergraduate) guide.
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