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Behavioural Research for Marketing: A Practitioner's Handbook

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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.

Author(s): Julian Adams
Publisher: Routledge
Year: 2022

Language: English
Pages: 218
City: London

Cover
Half Title
Title Page
Copyright Page
Table of Contents
Preface
Acknowledgements
1 Introducing theory
1.1 Applying theory as a research decision tool
1.1.1 Defining theory
1.1.2 How theory evolves over time
1.1.3 Connecting researchers to theory
1.1.4 Determining theory prediction and testability
1.2 How research philosophies inform theory
1.2.1 Ontological and epistemology assumptions
1.2.2 Methodological considerations
1.2.3 Research paradigms/frameworks
1.2.4 Theory of social structure and individual agency
1.3 The plan of the book
1.3.1 Aims of the book
1.3.2 Book content
1.4 References/further reading
2 How social influence creates and sustains behaviour
2.1 Social norms: understanding the unwritten rules we live by
2.1.1 Defining social norms
2.1.2 Reviewing social norm theory
2.1.3 Measuring social norms in behavioural research
2.1.4 Social norms theory in action
2.1.5 Implications for behavioural research
2.1.6 References/further reading
2.2 Norm following: defining non-instrumental behaviour
2.2.1 Defining norm following
2.2.2 Reviewing norm following theory
2.2.3 Measuring following in behavioural research
2.2.4 Norm following theory in action
2.2.5 Implications for behavioural research
2.2.6 References/further reading
2.3 Norm conforming: avoiding censure or punishment
2.3.1 Defining norm conforming
2.3.2 Reviewing norm conforming theory
2.3.3 Measuring conformity in behavioural research
2.3.4 Norm conforming theory in action
2.3.5 Implications for behavioural research
2.3.6 References/further reading
2.4 Social identity: dividing the world into ‘us’ and ‘them’
2.4.1 Defining social identity
2.4.2 Reviewing social identity theory
2.4.3 Measuring social identity in behavioural research
2.4.4 Social identity theory in action
2.4.5 Implications for behavioural research
2.4.6 References/further reading
2.5 Symbolic interactionism: creating shared meaning through social interactions
2.5.1 Defining symbolic interactionism
2.5.2 Reviewing symbolic interactionism theory
2.5.3 Measuring symbolic interactions in behavioural research
2.5.4 Symbolic interactionism theory in action
2.5.5 Implications for behavioural research
2.5.6 References/further reading
2.6 Social practices: accounting for habitual behaviour
2.6.1 Defining social practices
2.6.2 Reviewing social practice theory
2.6.3 Measuring social practices in behavioural research
2.6.4 Social practice theory in action
2.6.5 Implications for behavioural research
2.6.6 References/further reading
3 How personality governs behavioural tendencies
3.1 Two minds: determining conscious and unconscious thinking
3.1.1 Defining the conscious and unconscious mind
3.1.2 Reviewing conscious and unconscious mind theory
3.1.3 Measuring the conscious and unconscious mind in behavioural research
3.1.4 Conscious and unconscious mind theory in action
3.1.5 Implications for behavioural research
3.1.6 References/further reading
3.2 Constructivism: understanding perceptions
3.2.1 Defining constructivism
3.2.2 Reviewing constructivism theory
3.2.3 Measuring constructivism in behavioural research
3.2.4 Constructivism theory in action
3.2.5 Implications for behavioural research
3.2.6 References/further reading
3.3 Personality traits: measuring temperament
3.3.1 Defining personality traits
3.3.2 Reviewing personality trait theory
3.3.3 Measuring personality traits in behavioural research
3.3.4 Personality trait theory in action
3.3.5 Implications for behavioural research
3.3.6 References/further reading
3.4 Conditioning: responding to environmental stimuli
3.4.1 Defining conditioned behaviour
3.4.2 Reviewing conditioning theory
3.4.3 Measuring conditioning in behavioural research
3.4.4 Conditioning theory in action
3.4.5 Implications for behavioural research
3.4.6 References/further reading
4 How motivational forces drive behaviour
4.1 Hierarchy of needs: determining physiological and higher order needs
4.1.1 Defining hierarchy of needs
4.1.2 Reviewing hierarchy of needs theory
4.1.3 Measuring hierarchy of needs in behavioural research
4.1.4 Hierarchy of needs theory in action
4.1.5 Implications for behavioural research
4.1.6 References/further reading
4.2 Two factor theory: addressing motivational and hygiene factors
4.2.1 Defining motivator and hygiene factors
4.2.2 Reviewing motivator and hygiene theory
4.2.3 Measuring motivator and hygiene factors in behavioural research
4.2.4 Motivator and hygiene theory in action
4.2.5 Implications for behavioural research
4.2.6 References/further reading
4.3 Self-efficacy: harnessing the power of self-belief
4.3.1 Defining self-efficacy
4.3.2 Reviewing self-efficacy theory
4.3.3 Measuring self-efficacy in behavioural research
4.3.4 Self-efficacy theory in action
4.3.5 Implications for behavioural research
4.3.6 References/further reading
4.4 Collective efficacy: achieving shared goals
4.4.1 Defining collective efficacy
4.4.2 Reviewing collective efficacy theory
4.4.3 Measuring collective efficacy in behavioural research
4.4.4 Collective efficacy theory in action
4.4.5 Implications for behavioural research
4.4.6 References/further reading
4.5 Cognitive dissonance: addressing attitude and behaviour disharmony
4.5.1 Defining cognitive dissonance
4.5.2 Reviewing cognitive dissonance theory
4.5.3 Measuring cognitive dissonance in behavioural research
4.5.4 Cognitive dissonance theory in action
4.5.5 Implications for behavioural research
4.5.6 References/further reading
5 How judgements influence behaviour
5.1 Locus of control: making sense of our behaviour
5.1.1 Defining locus of control
5.1.2 Reviewing locus of control theory
5.1.3 Measuring locus of control in behavioural research
5.1.4 Locus of control theory in action
5.1.5 Implications for behavioural research
5.1.6 References/further reading
5.2 Judging others: making sense of other people’s behaviour
5.2.1 Defining attributions about other people’s behaviour
5.2.2 Reviewing attribution theory
5.2.3 Attribution theory in action
5.2.4 Implications for behavioural research
5.2.5 References/further reading
5.3 Nonverbal communication: how to read nonverbal cues
5.3.1 Defining nonverbal communication
5.3.2 Reviewing nonverbal communication theory
5.3.3 Identifying different types of nonverbal communication
5.3.4 Measuring nonverbal communication in behavioural research
5.3.5 Implications for behavioural research
5.3.6 References/further reading
5.4 Making judgements in practice: controlling for bias
5.4.1 Defining judgement bias
5.4.2 Judgement bias about our own behaviour
5.4.3 Judgement bias about others’ behaviour
5.4.4 Judgement biases in action
5.4.5 How to guard against judgement bias
5.4.6 Implications for behavioural research
5.4.7 References/further reading
6 How to select theory
6.1 The underuse, selective use and misuse of theory
6.2 Key stages to theory selection
6.2.1 Defining the research problem, a precursor to theory selection
6.2.2 Selecting theory
6.3 Conclusion: applying theory in behavioural research
6.3.1 Theory as a research decision tool
6.3.2 Considering both social structure and individual agency
6.3.3 Applying theory in practice
6.3.4 And finally
Index