Dossier

Methods of consumer and social research

Marie von Meyer-Höfer and Peter Elsasser | 29.06.2022

MA Institute of Market Analysis

WF Institute of Forestry

What motivates consumers to make their purchasing decisions? What opinions and preferences an what knowledge do they have? To find out, social science surveys are indispensable.

Ein Einkaufswagen steht in einer Supermarktregalreihe, im Hintergrund verschwommen eine Person

In consumer research, different survey methods are used to collect relevant information about society and consumers.

At the beginning of each research process there is a question that is to be investigated. Against the background of this question, a suitable specific method (or several methods) is selected. This is followed by the concept and implementation of data collection and the subsequent analysis, summary and interpretation of the data in the context of the respective research question.

The survey methods used in consumer research can be assigned to the qualitative or quantitative research tradition. Since both traditions have specific advantages, a qualitative or a quantitative approach is recommended depending on the research question and the research objective. Qualitative and quantitative methods are also frequently combined in a mixed-methods design.

Quantitative surveys are used for the standardised collection of information. The aim is to obtain data that is representative of a certain population.

The information collected is usually countable data that is analysed with the help of various statistical evaluation procedures. On the basis of these analyses, summarising, generally valid statements can then be made about consumers or consumer groups. Frequently used formats are:

Qualitative approaches are less concerned with collecting as much information as possible in order to make representative statements based on a sample. Rather, these survey methods aim at reconstructing social structures and contexts of meaning and thus enable a deeper understanding in relation to the research question.

In group discussions, for example, we often heard the statement that farm animals generally receive too much medication, especially antibiotics. By asking specific questions, we were eventually able to establish that this meant only the preventive use of medication. The medicinal treatment of sick animals, on the other hand, was advocated when necessary antibiotics had been used.

Further qualitative approaches are:

Group discussion
Exploratives Interview
Q-Methode

Expertise

Standardised interview

Surveys are considered the best way of social research. They can be conducted online, by letter, on the phone or in direct personal contact.

Choice Experiments

Choice Experiments can be used to determine how much a certain good is worth to people and how the individual properties of this good influence this value. This works just as well for products that are traded on markets as for environmental goods for which there are no markets.

Contingent Valuation

The Contingent Valuation Method is one of several ways to determine consumers' preferences and willingness to pay for products and certain product features.

Group discussion

The group discussion is a qualitative survey method. Under the guidance of a moderator, several people who usually do not know each other discuss a specific topic.

Future workshop

Future workshops have already proven successful in many policy areas. Especially when different interest groups are to be involved in innovative developments on socially relevant issues.