Post on 07-Jul-2015
Design for Security
Research Fallacies
Research Methods
Bron: R.J.W. Sluis-Thiescheffer
7 Research Fallacies
1. Consumers can readily explain their thinking and behaviour
2. Consumer think in a well-reasoned or rational, linear way
3. Consumers’ memories accurately represent their experiences
4. Consumers’ minds, brains, bodies and surrounding culture and society can be adequately studied independently of one another
Source: Gerald Zaltman: How Customers Think
7 Research Fallacies
1. Consumers can be “injected” with company messages and will interpret these messages as marketers intend
2. Consumers think in words3. Consumers have a 100% free will
Source: Gerald Zaltman: How Customers Think
1. Consumers can readily explain their thinking and behaviour
Herbert Simon: Satisficing
2. Consumers think in a well-reasoned, rational, linear way
2. Researchers think in a well-reasoned, rational, linear way
3. Consumers’ memories accurately represent their experiences
■ Vraag ■ AntwoordConcentreer je even en
denk terug aan het moment
dat je hebt ontbeten
vanmorgen: denk aan de
kamer waarin je zat, waar je
precies zat, wat je dronk en
wat je at, wat je aan had
enzovoort. In het kort,
herinner je een beeld van
de situatie.
4. Consumers’ minds/brains/bodies can be studied independently
5. Consumers can be “injected” with company messages
6. Consumers think in words
7. Consumers have a 100% free will
Research Methods
Bron: R.J.W. Sluis-Thiescheffer