Behavioural Research for Marketing

A Practitioner's Handbook

Julian Adams

• Éditeur: Routledge
• Année: 2022
• ISBN:
  9781000609189
• Édition: 1
• Sujet: Business
• Sous-sujet: Ricerche di marketing

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.

Chapter 1 Introducing theory

DOI: 10.4324/9781003169932-1

CHAPTER OVERVIEW

• 1.1 We begin by considering the role of theory and how theory informs research from connecting researchers to a body of knowledge through to the implementation of findings.
• 1.2 Next, how philosophical perspectives shape the nature of theory is discussed.
• 1.3 In the final part of this opening chapter, the overall aim and content of the book are presented.

Introduction

Before reviewing theories of human behaviour, the nature and role of theory in behavioural research must be considered. Further, no discussion about theory would be complete without considering the research philosophies that sit behind theory. Research philosophies make existential assumptions about how we experience and accrue knowledge about social reality. Although this might seem a little abstract, research philosophies are instrumental in the development and application of theory in social science.

1.1 Applying theory as a research decision tool

1.1.1 Defining theory

Commonly, theory is defined as a way in which to explain observed patterns of behaviour in relation to a given event or circumstance. Even with this definition in mind, theory might seem somewhat indeterminate. Alternatively, if we consider theory as a research decision tool, the nature and purpose of theory become clearer. Theory helps inform decisions throughout the research process, from introducing researchers to a body of knowledge, through to making recommendations and implementation. The role of theory throughout the research process is detailed in Figure 1.1.

Figure 1.1 Theory as a decision tool

1.1.2 How theory evolves over time

Theory is not constant, but dynamic and evolving: over time, new research is conducted, and consequently, new data is created. New data is interpreted resulting in new knowledge. New knowledge serves to give weight to theory, refute existing theoretical assumptions, or provide a new perspective on theory. In turn, theory evolves to accommodate new knowledge which will pose new hypotheses to test, and the research cycle continues as illustrated in Figure 1.2.

Figure 1.2 The knowledge cycle of theory

1.1.3 Connecting researchers to theory

In academia, researchers will conduct a literature review of theory prior to engaging in primary research; this involves looking at relevant books and research journals to locate theory to help address the research problem at hand. In market research, theory is more nuanced; as in the academic world, research practitioners might conduct a literature review but also draw upon what is known within the company that is commissioning the research or the research agency that is going to conduct the research, to identify any assumptions/running hypotheses that exist. Researchers might also talk to industry experts to help shed light on the macro issues pertaining to the research problem. The net result is a body of knowledge that could be loosely referred to as theory. Irrespective of the nature of research, theory is at the very heart of what researchers do.

1.1.4 Determining theory prediction and testability

In social science, there are broadly three categories of theory: grand, middle-range and micro theories, with varying degrees of predictability and testability, as illustrated in Figure 1.3.

Figure 1.3 Grand, middle and micro theory prediction and testability

1.1.4.1 Defining grand theories

Grand theories were in the ascendancy in the mid-20th century. Typically, these theories make gross generalisations about society and behaviour. Functionalism is a grand theory of sociology that suggests there are social systems that function to ensure that in society there is solidarity and stability. Cognitivism is a grand theory of psychology that uses cognitive models to explain information processing that occurs in the human mind. Given grand theories make broad statements about society and behaviour, they can seem a little fuzzy and consequently difficult to confirm or refute in practise. However, grand theories have stood the test of time, by virtue of offering the researcher different perspectives in which to interpret human behaviour at a meta-level.

1.1.4.2 Defining middle-range theories

Middle-range (or emerging) theories are less abstract than grand theories but are sufficiently general to be applied to different social behaviours. These theories can be tested and as such, can be confirmed or refuted in practise. Today, middle-range theories are common in social science.

1.1.4.3 Defining micro theories

Micro theories look at behaviour in specific situations/settings. These theories are not suitable for making gross generalisations about behaviour, given the specificity of the theory. Such theories might be better understood as a series of hypotheses/assumptions, rather than a unified theory per se. In market research, whilst there might not be an ‘off-the-shelf’ theory to hand, there are likely to be running hypotheses that exist, that can be brought to bear on the research. Hypotheses can be explicitly tested and accepted or rejected based on data.

1.2 How research philosophies inform theory

1.2.1 Ontological and epistemology assumptions

Research philosophies make broad assumptions about how we experience and accrue knowledge about social reality. These assumptions help shape and define theory. Specifically, research philosophies make ontological and epistemological assumptions about the social world, as detailed below:

• ■ Ontology refers to assumptions we make about how we experience reality in the social world.
• ■ Epistemology refers to assumptions we make about how we create knowledge about the social world.

Ontological assumptions are inextricably linked to epistemological assumptions. For example, if we adopt an ontological assumption that social reality exists external to social actors, then we will logically adopt an epistemological position that human behaviour can be observed based on the laws of experimental science.

1.2.2 Methodological considerations

Epistemological assumptions have implications regarding methodological considerations and data collection. For example, if we follow the laws of experimental science, then a quantitative approach using large-scale surveys will be favoured. Alternatively, if we follow the laws of humanistic theory, then a qualitative approach using groups or in-depth interviews will be favoured.

1.2.3 Research paradigms/frameworks

Together, philosophical assumptions and methodological considerations inform the research framework. A framework consists of the key component of the research process. A framework is sometimes called a research paradigm; the phrase was first coined by the American physicist and philosopher Thomas Kuhn, in his book The Structure of Scientific Revolutions (1962). Kuhn argued that in the field of science, over time, we witness paradigm shifts. The phrase is overused and consequently much maligned. That said, the premise is that as anomalies appear that challenge assumptions and established findings of the theoretical doctrine of the day, a new paradigm emerges, resulting in a paradigm shift.

Intriguingly, in social science there is no dominant paradigm, rather, a set of competing paradigms, which can be broadly categorised as follows:

• ■ Objectivism.
• ■ Critical realism.
• ■ Subjectivism.
• ■ Pragmatism.

For each paradigm, it is possible to map out the philosophical assumptions and methodological considerations along with the data collection techniques, as illustrated in Table 1.1.

Table 1.1 Research philosophy,methodological considerations and data collection

Paradigms/Research framework	Objectivism	Critical realism	Subjectivism	Pragmatism
Ontology	Reality exists external to social actors. We experience reality in the same way, irrespective of our behaviour.	Reality is socially constructed and under constant societal influence.	Reality is construed based on our perceptions and actions in the social world.	View of reality is based on what best addresses the research question.
Epistemology	Studying social trends in society. Following the laws of experimental science.	Studying causation based on power and influence in society. Following the laws of society.	Studying social actors. Following the laws of humanistic theory, looking at the world through the individual’s lens.	Studying social actors and social trends in society. Focus on practically ...

Table des matières

• Cover
• Half Title
• Title Page
• Copyright Page
• Table of Contents
• Preface
• Acknowledgements
• 1 Introducing theory
• 2 How social influence creates and sustains behaviour
• 3 How personality governs behavioural tendencies
• 4 How motivational forces drive behaviour
• 5 How judgements influence behaviour
• 6 How to select theory
• Index