Διάλεξη στα πλαίσια του Erasmus+ : Qualitative Research Methods - Focusing on Consumer Behaviour

Στα πλαίσια του προγράμματος Erasmus+ φιλοξενούμε αύριο την Prof. Anikó Kelemen-Erdős, από το Βudapest University of Technology and Economics της Ουγγαρίας.

Η ομιλία της με θέμα "Qualitative Research Methods - Focusing on Consumer Behaviour" θα πραγματοποιηθεί την Τρίτη 10.12 στις 14:00 στην ΠΑΜ6 στα πλαίσια του μαθήματος "Συμπεριφορά Καταναλωτή" και απευθύνεται σε όλους τους φοιτητές και τα μέλη ΔΕΠ του τμήματος.

Περιεχόμενο της Διάλεξης:

Qualitative Research Methods - Focusing on Consumer Behaviour

Business leaders are confronted with a variety of market challenges. On the one hand, they are frequently seeking novel approaches to meet customer needs at the highest possible level and to retain their competitive advantage in the market. On the other hand, they are keen to ascertain the underlying factors that influence customer decision-making. In particular, in situations where they aim to develop their company or brand, or when they encounter a problem, such as when they are uncertain as to the reason for a decline in demand, they seek to identify the factors that contribute to the formation of customer preferences and the drivers of customer behaviour.

The objective of this lecture is to present innovative qualitative research methods, with the aim of gaining a deeper understanding of customer behaviour. The lecture will encompass a range of methodologies, including observation and mixed methods. These will include techniques such as accompanied shopping, mystery shopping, netnography, in-home interviews, and safari groups.