Abstract

IGLESIAS, Fabio  and  ALFINITO, Solange. The multi-methodological approach to consumer behavior: two research projects on services. Rev. Psicol., Organ. Trab. [online]. 2006, vol.6, n.1, pp. 139-165. ISSN 1984-6657.

Consumer behavior research requires more investigation approaches that include mixed methods and techniques, considering the complexity of phenomena involved and consuming environments. The multi-method approach (MMA) is based on the argument that there is no single more appropriate method. Every method carries weaknesses and limitations which can be overcome within the same investigation. This article presents the essential promise of MMA and its focus on consumer behavior. The results of two research objects are presented as empirical MMA applications that have been systematically investigated by the authors in the services supply sectors: waiting lines and higher education. Finally the costs and benefits ofthis approach are considered against several criteria in conducting consumer behavior research

Keywords : multi-method; consumer behavior; waiting lines; higher education.

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