Consumer behavior involves how individuals search for, purchase, use, and dispose of products and services. It is influenced by cultural, social, psychological, and personal factors. Marketers must understand consumer behavior to effectively target, position, and appeal to consumers. Advertising plays an important role in influencing consumer behavior by creating brand awareness, image, and loyalty. For advertising to be effective, it must understand consumer needs, target the appropriate audience, and convey the right message about a product's benefits.
The document discusses developing an ideal consumer profile by analyzing consumer trends, segmentation, demographics, psychology, behavior, and contextual influences. It emphasizes understanding the consumer experience and creating a detailed consumer avatar to develop an effective product proposition considering consumers' needs, wants, and decision-making processes. Location, price, and promotion strategies are also important to ensure the product is accessible and beneficial for the target consumer segment.
Consumer behaviour research refers to the study of how and why consumers make purchasing decisions. It involves understanding consumers' motives, attitudes, and perceptions through techniques like questionnaires, in-depth interviews, and projective tests. The goals are to understand consumers' price sensitivity, preferences for full-line purchasing vs individual components, and differing needs across customer groups in order to effectively segment markets and differentiate marketing strategies. While consumers may be difficult to analyze due to multiple motives and attitudes that change over time, modern techniques can provide useful insights into purchasing behaviors.
Kay Grieves and Jan Dodshon "How do you like your eggs in the morning?"CILIP ARLG
The document provides an overview of a 7 step marketing toolkit for libraries. It discusses how the toolkit was developed at the University of Sunderland to help build customer relationships and strategic marketing plans. The toolkit involves identifying customer segments, defining targeted service offers to meet customer needs, articulating the benefits of services, and communicating messages through customer conversations. Attendees of the session would learn the benefits of strategic marketing, get an overview of the 7 steps, and explore techniques to apply the toolkit to their own organizations.
This document discusses defining target audiences for marketing and social media. It explains that target audiences can be defined by demographics like age, gender, and location, as well as psychographics like values, interests, and behaviors. The primary audience is the most specific group that will get the most value from a product, while the secondary audience may influence the primary audience or use the product frequently as well, but not as much as the primary audience. Defining target audiences is important for understanding who will care most about and use a product the most.
This document summarizes a seminar on customer focus. It defines internal and external customers and discusses the importance of customer focus for organizations. It also covers key topics like classifying different types of customers, understanding customer perceptions of quality and requirements, satisfying and delighting customers, handling complaints, and factors that influence customer behavior. The overall goal is to emphasize the importance of understanding customers to ensure their needs are met.
Market Segmentation, 7 P's of Marketing.Marketing Mix.Product.Price.Promotion.Advertising.Place.Marketing Mix in Service Industry.People.Physical Evidence.Process.
Consumer behavior involves how individuals search for, purchase, use, and dispose of products and services. It is influenced by cultural, social, psychological, and personal factors. Marketers must understand consumer behavior to effectively target, position, and appeal to consumers. Advertising plays an important role in influencing consumer behavior by creating brand awareness, image, and loyalty. For advertising to be effective, it must understand consumer needs, target the appropriate audience, and convey the right message about a product's benefits.
The document discusses developing an ideal consumer profile by analyzing consumer trends, segmentation, demographics, psychology, behavior, and contextual influences. It emphasizes understanding the consumer experience and creating a detailed consumer avatar to develop an effective product proposition considering consumers' needs, wants, and decision-making processes. Location, price, and promotion strategies are also important to ensure the product is accessible and beneficial for the target consumer segment.
Consumer behaviour research refers to the study of how and why consumers make purchasing decisions. It involves understanding consumers' motives, attitudes, and perceptions through techniques like questionnaires, in-depth interviews, and projective tests. The goals are to understand consumers' price sensitivity, preferences for full-line purchasing vs individual components, and differing needs across customer groups in order to effectively segment markets and differentiate marketing strategies. While consumers may be difficult to analyze due to multiple motives and attitudes that change over time, modern techniques can provide useful insights into purchasing behaviors.
Kay Grieves and Jan Dodshon "How do you like your eggs in the morning?"CILIP ARLG
The document provides an overview of a 7 step marketing toolkit for libraries. It discusses how the toolkit was developed at the University of Sunderland to help build customer relationships and strategic marketing plans. The toolkit involves identifying customer segments, defining targeted service offers to meet customer needs, articulating the benefits of services, and communicating messages through customer conversations. Attendees of the session would learn the benefits of strategic marketing, get an overview of the 7 steps, and explore techniques to apply the toolkit to their own organizations.
This document discusses defining target audiences for marketing and social media. It explains that target audiences can be defined by demographics like age, gender, and location, as well as psychographics like values, interests, and behaviors. The primary audience is the most specific group that will get the most value from a product, while the secondary audience may influence the primary audience or use the product frequently as well, but not as much as the primary audience. Defining target audiences is important for understanding who will care most about and use a product the most.
This document summarizes a seminar on customer focus. It defines internal and external customers and discusses the importance of customer focus for organizations. It also covers key topics like classifying different types of customers, understanding customer perceptions of quality and requirements, satisfying and delighting customers, handling complaints, and factors that influence customer behavior. The overall goal is to emphasize the importance of understanding customers to ensure their needs are met.
Market Segmentation, 7 P's of Marketing.Marketing Mix.Product.Price.Promotion.Advertising.Place.Marketing Mix in Service Industry.People.Physical Evidence.Process.
This document discusses shopper marketing. It defines shopper marketing as focusing on understanding customers at the point of purchase. Shopper marketers study customer behavior in stores and aim to influence purchases. They analyze factors like store layout, lighting, and smells. Tactics include displays, demos, ambiance, social media, and shopper insights. Promotions are targeted based on insights, like buy-one-get-one deals. Cause marketing can increase sales while supporting social causes. Overall, the document outlines the goals and tactics of shopper marketing to influence customer purchases in physical retail stores.
This document discusses qualitative research techniques used in marketing research. It covers observation methods, focus groups, and other techniques like in-depth interviews and projective techniques. Specifically, it defines focus groups as small groups guided by a moderator through discussion to gain relevant information. It also describes how focus groups and online focus groups work, their advantages and disadvantages, and when they should and should not be used.
Without an understanding of consumers, how they think, and the reasons for how they behave, it is very difficult for a business to give them exactly what they want.
The study of consumer behaviour improves decision-making as some of the guesswork is removed.
Through a better understanding of consumer behaviour, businesses can make better choices with their marketing to attract more of their target customers.
What is Consumer Behaviour?
Consumer behaviour is the study of consumption. It aims to have a better understanding of consumer actions and processes used in their purchase decisions, as well as the usage of products and services and how they are disposed of.
Exploring how the consumer’s emotions, attitudes and preferences affect buying behaviour, consumer behaviour draws upon ideas from several fields including psychology, sociology, anthropology, biology, marketing and economics.
An underlying motivation drives a consumer to act and purchase. These motivations fit under the problem recognition phase discussed above.
This motivation can be either positive or negative. A positive motivation could be a pleasure – having dinner a nice restaurant or a night on the town. A negative motivation could be the avoidance of unpleasantness such as purchasing toothpaste to minimise tooth decay, getting toothaches and having to visit a dentist.
This document discusses various marketing research methods including primary and secondary research. Primary research methods directly gather new information from customers through surveys, interviews, and focus groups. Secondary research analyzes previously collected data from reports and studies. The document then focuses on qualitative research which explores questions of how and why through small sample exploratory studies, and quantitative research which answers questions of who and how much through large sample statistical analysis. Specific qualitative methods like focus groups, in-depth interviews, and protocol analysis are described. Quantitative methods like surveys, retail panels, and mystery shopping are also outlined.
The document summarizes the consumer decision process in 6 steps: (1) need recognition, (2) information search, (3) alternative evaluation, (4) purchase and consumption, (5) post-purchase outcomes, and (6) factors influencing the process. It describes the key aspects of each step, such as functional vs. psychological needs, internal vs. external search, and compensation vs. non-compensation decision rules. Additionally, it outlines psychological, social, and situational factors that can impact consumer decisions at each phase.
The consumer decision process model outlines 5 stages: 1) need recognition, 2) information search, 3) alternative evaluation, 4) purchase and consumption, and 5) post-purchase evaluation. During the information search stage, consumers gather internal knowledge and external information to research options. In the alternative evaluation stage, consumers consider universal, retrieval, and evoked alternative brands. After purchase, consumers can become loyal, satisfied, or unsatisfied customers depending on psychological, social, situational, and marketing mix factors.
This document discusses customer development and buyer personas. It defines key terms like customer discovery, customer development, user persona, and buyer persona. It explains that customer development answers questions about who will buy a product and why. Creating accurate buyer personas can help validate assumptions about target customers and guide product development, marketing, and sales efforts. The document also covers conducting customer research through interviews to develop buyer personas and mapping the buyer's journey.
Marketing research involves collecting data about customers to better understand their wants and improve products. There are four main research methods: surveys, interviews, observations, and focus groups. Surveys are most widely used through online questionnaires or at point-of-sale. Interviews are conducted in-person or by phone but are more expensive. Focus groups involve discussion between respondents. Observation provides intuitive feedback by watching customer interactions. Effective marketing research follows four steps - creating user personas, observational research, personal interviews, and data analysis. Research is valuable for attracting customers, answering why customers act a certain way, making data-backed decisions, and better planning.
This document outlines a strategic framework for researching urban tourism. It discusses how tourism is based on seeking differences and escapes from daily routines. It then presents a framework that examines the customer side, including tourist typologies and motivations, and the experience side, focusing on the dimensions of entertainment, education, esthetics and escapism. It also looks at how the tourism medium can be offered through themes, customization and experience design. The goal is to better understand urban tourism and potentially change the experience paradigm.
This document provides an overview of a 7-step marketing toolkit. It discusses identifying customer segments, defining targeted service offers to meet customer needs, articulating the benefits of those offers, and communicating key messages through planned customer conversations. The toolkit has been used successfully at the University of Sunderland to strategically plan library services. Attendees of the session will learn about applying the toolkit's approach to better understand and serve their own customers through marketing. Interested parties can contact the presenter for more information on customizing and implementing the full toolkit.
Consumer behavior and advertising researchZaibunnisa73
Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
This document discusses factors that retailers should consider when identifying and understanding consumers. It outlines key consumer demographics like age, income, and lifestyle factors influenced by culture and attitudes. Consumer needs and desires are discussed, noting a shift to more discretionary spending. Shopping attitudes, behaviors, and the consumer buying decision process are also examined. The document concludes by looking at retailer actions toward different customer groups and various environmental factors that can impact consumers.
This document discusses consumer behaviour, which is defined as how individuals select, purchase, use, and dispose of goods and services. It notes that consumer behaviour is influenced by cultural, social, personal, and psychological factors. Specifically, it explores how culture, subculture, social class, age, occupation, lifestyle, motivation, perception, and learning all impact the consumer decision making process of identifying needs, searching for information, evaluating options, making purchases, and behaviors after purchase. Understanding consumer behavior helps businesses analyze opportunities, identify target markets, design appropriate products and services, and create relevant marketing programs.
This document provides an outline for a consumer behavior course. It includes 7 learning objectives that cover understanding the origins of consumer behavior, how technology has impacted both marketers and consumers, and consumer decision making processes. The objectives also address how providing value and satisfaction can enhance customer loyalty and retention. The document then provides details on the various topics that will be covered in the course, including the evolution of marketing concepts, the components of strategic marketing, and models of motivation and consumer decision making. It discusses factors like needs, goals, and how motivation and goals are interrelated.
Developing a Brand Equity Measurement and Management System.pdfPriyankaMishra608769
The document discusses developing a brand equity measurement and management system. It outlines several steps to establish such a system, including conducting brand audits through a brand inventory and brand exploratory to understand consumer perceptions. It also discusses establishing a brand charter, brand equity reports, and defining brand equity responsibilities within the organization. Both qualitative and quantitative research techniques are summarized to measure brand awareness, image, relationships and track performance over time to manage brand equity.
This document provides an overview of consumer behavior and the new product development process. It discusses the factors that influence consumer behavior, including marketing factors, personal factors, psychological factors, situational factors, social factors, and cultural factors. It also outlines the consumer buying decision process, which includes need identification, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The document then discusses what constitutes a new product and provides the steps in new product development, including idea generation, idea screening, concept development and testing, market strategy development, business analysis, test marketing, and commercialization.
Integrated Marketing communications and Consumer Behaviour
Problem recognition
sources of problem recognition
New needs and wants
Related product or purchases
marketer induced problem recognition
new Products
Consumer motivation
Information search
perception
alternative evaluation
attitudes
purchase decision
consumer learning
The document discusses key concepts regarding services. It defines a service as an intangible act or performance offered by one party to another. Services have characteristics of intangibility, inseparability, variability, and perishability. The quality of a service depends on factors such as reliability, assurance, tangibles, empathy, and responsiveness. Internal marketing and interactive marketing are important strategies for service firms to effectively manage customer interactions. Companies must also focus on service differentiation, quality management, and productivity.
This document discusses shopper marketing. It defines shopper marketing as focusing on understanding customers at the point of purchase. Shopper marketers study customer behavior in stores and aim to influence purchases. They analyze factors like store layout, lighting, and smells. Tactics include displays, demos, ambiance, social media, and shopper insights. Promotions are targeted based on insights, like buy-one-get-one deals. Cause marketing can increase sales while supporting social causes. Overall, the document outlines the goals and tactics of shopper marketing to influence customer purchases in physical retail stores.
This document discusses qualitative research techniques used in marketing research. It covers observation methods, focus groups, and other techniques like in-depth interviews and projective techniques. Specifically, it defines focus groups as small groups guided by a moderator through discussion to gain relevant information. It also describes how focus groups and online focus groups work, their advantages and disadvantages, and when they should and should not be used.
Without an understanding of consumers, how they think, and the reasons for how they behave, it is very difficult for a business to give them exactly what they want.
The study of consumer behaviour improves decision-making as some of the guesswork is removed.
Through a better understanding of consumer behaviour, businesses can make better choices with their marketing to attract more of their target customers.
What is Consumer Behaviour?
Consumer behaviour is the study of consumption. It aims to have a better understanding of consumer actions and processes used in their purchase decisions, as well as the usage of products and services and how they are disposed of.
Exploring how the consumer’s emotions, attitudes and preferences affect buying behaviour, consumer behaviour draws upon ideas from several fields including psychology, sociology, anthropology, biology, marketing and economics.
An underlying motivation drives a consumer to act and purchase. These motivations fit under the problem recognition phase discussed above.
This motivation can be either positive or negative. A positive motivation could be a pleasure – having dinner a nice restaurant or a night on the town. A negative motivation could be the avoidance of unpleasantness such as purchasing toothpaste to minimise tooth decay, getting toothaches and having to visit a dentist.
This document discusses various marketing research methods including primary and secondary research. Primary research methods directly gather new information from customers through surveys, interviews, and focus groups. Secondary research analyzes previously collected data from reports and studies. The document then focuses on qualitative research which explores questions of how and why through small sample exploratory studies, and quantitative research which answers questions of who and how much through large sample statistical analysis. Specific qualitative methods like focus groups, in-depth interviews, and protocol analysis are described. Quantitative methods like surveys, retail panels, and mystery shopping are also outlined.
The document summarizes the consumer decision process in 6 steps: (1) need recognition, (2) information search, (3) alternative evaluation, (4) purchase and consumption, (5) post-purchase outcomes, and (6) factors influencing the process. It describes the key aspects of each step, such as functional vs. psychological needs, internal vs. external search, and compensation vs. non-compensation decision rules. Additionally, it outlines psychological, social, and situational factors that can impact consumer decisions at each phase.
The consumer decision process model outlines 5 stages: 1) need recognition, 2) information search, 3) alternative evaluation, 4) purchase and consumption, and 5) post-purchase evaluation. During the information search stage, consumers gather internal knowledge and external information to research options. In the alternative evaluation stage, consumers consider universal, retrieval, and evoked alternative brands. After purchase, consumers can become loyal, satisfied, or unsatisfied customers depending on psychological, social, situational, and marketing mix factors.
This document discusses customer development and buyer personas. It defines key terms like customer discovery, customer development, user persona, and buyer persona. It explains that customer development answers questions about who will buy a product and why. Creating accurate buyer personas can help validate assumptions about target customers and guide product development, marketing, and sales efforts. The document also covers conducting customer research through interviews to develop buyer personas and mapping the buyer's journey.
Marketing research involves collecting data about customers to better understand their wants and improve products. There are four main research methods: surveys, interviews, observations, and focus groups. Surveys are most widely used through online questionnaires or at point-of-sale. Interviews are conducted in-person or by phone but are more expensive. Focus groups involve discussion between respondents. Observation provides intuitive feedback by watching customer interactions. Effective marketing research follows four steps - creating user personas, observational research, personal interviews, and data analysis. Research is valuable for attracting customers, answering why customers act a certain way, making data-backed decisions, and better planning.
This document outlines a strategic framework for researching urban tourism. It discusses how tourism is based on seeking differences and escapes from daily routines. It then presents a framework that examines the customer side, including tourist typologies and motivations, and the experience side, focusing on the dimensions of entertainment, education, esthetics and escapism. It also looks at how the tourism medium can be offered through themes, customization and experience design. The goal is to better understand urban tourism and potentially change the experience paradigm.
This document provides an overview of a 7-step marketing toolkit. It discusses identifying customer segments, defining targeted service offers to meet customer needs, articulating the benefits of those offers, and communicating key messages through planned customer conversations. The toolkit has been used successfully at the University of Sunderland to strategically plan library services. Attendees of the session will learn about applying the toolkit's approach to better understand and serve their own customers through marketing. Interested parties can contact the presenter for more information on customizing and implementing the full toolkit.
Consumer behavior and advertising researchZaibunnisa73
Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
This document discusses factors that retailers should consider when identifying and understanding consumers. It outlines key consumer demographics like age, income, and lifestyle factors influenced by culture and attitudes. Consumer needs and desires are discussed, noting a shift to more discretionary spending. Shopping attitudes, behaviors, and the consumer buying decision process are also examined. The document concludes by looking at retailer actions toward different customer groups and various environmental factors that can impact consumers.
This document discusses consumer behaviour, which is defined as how individuals select, purchase, use, and dispose of goods and services. It notes that consumer behaviour is influenced by cultural, social, personal, and psychological factors. Specifically, it explores how culture, subculture, social class, age, occupation, lifestyle, motivation, perception, and learning all impact the consumer decision making process of identifying needs, searching for information, evaluating options, making purchases, and behaviors after purchase. Understanding consumer behavior helps businesses analyze opportunities, identify target markets, design appropriate products and services, and create relevant marketing programs.
This document provides an outline for a consumer behavior course. It includes 7 learning objectives that cover understanding the origins of consumer behavior, how technology has impacted both marketers and consumers, and consumer decision making processes. The objectives also address how providing value and satisfaction can enhance customer loyalty and retention. The document then provides details on the various topics that will be covered in the course, including the evolution of marketing concepts, the components of strategic marketing, and models of motivation and consumer decision making. It discusses factors like needs, goals, and how motivation and goals are interrelated.
Developing a Brand Equity Measurement and Management System.pdfPriyankaMishra608769
The document discusses developing a brand equity measurement and management system. It outlines several steps to establish such a system, including conducting brand audits through a brand inventory and brand exploratory to understand consumer perceptions. It also discusses establishing a brand charter, brand equity reports, and defining brand equity responsibilities within the organization. Both qualitative and quantitative research techniques are summarized to measure brand awareness, image, relationships and track performance over time to manage brand equity.
This document provides an overview of consumer behavior and the new product development process. It discusses the factors that influence consumer behavior, including marketing factors, personal factors, psychological factors, situational factors, social factors, and cultural factors. It also outlines the consumer buying decision process, which includes need identification, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The document then discusses what constitutes a new product and provides the steps in new product development, including idea generation, idea screening, concept development and testing, market strategy development, business analysis, test marketing, and commercialization.
Integrated Marketing communications and Consumer Behaviour
Problem recognition
sources of problem recognition
New needs and wants
Related product or purchases
marketer induced problem recognition
new Products
Consumer motivation
Information search
perception
alternative evaluation
attitudes
purchase decision
consumer learning
The document discusses key concepts regarding services. It defines a service as an intangible act or performance offered by one party to another. Services have characteristics of intangibility, inseparability, variability, and perishability. The quality of a service depends on factors such as reliability, assurance, tangibles, empathy, and responsiveness. Internal marketing and interactive marketing are important strategies for service firms to effectively manage customer interactions. Companies must also focus on service differentiation, quality management, and productivity.
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This document discusses the role of customers in service delivery. It notes that customers can both enhance and detract from satisfaction through their interactions. Customers participate in the service delivery process and can act as "partial employees" contributing resources. They can also contribute to quality and their own satisfaction by providing feedback or performing their role well. However, customers may lack understanding of their role or interfere with others. The document provides frameworks for understanding different levels of customer participation and strategies businesses can use to enhance participation, such as defining customer jobs and managing the customer mix.
This chapter discusses the development of service products and experiences. It explains that a service product consists of a core product plus supplementary elements that enhance its value. The "flower of service" model illustrates how supplementary elements support the core. Branding strategies for service products are also reviewed, from using a single brand to separate sub-brands. The chapter emphasizes integrating core products with supplementary elements and delivery processes to create a seamless customer experience defined by the service brand.
The document outlines the 6 steps of marketing management: 1) Setting marketing objectives based on organizational mission and scanning opportunities. 2) Analysing marketing opportunities in light of company strengths and weaknesses both internally and externally. 3) Researching and selecting target markets by measuring attractiveness and estimating market size, growth, and profitability. 4) Designing marketing strategies to achieve objectives through broad principles and decisions on expenditures, marketing mix, and locations. 5) Planning marketing programs to implement strategies through decisions on product features, packaging, branding, and servicing policies. 6) Organizing, implementing, and controlling marketing efforts by designing an organization to carry out the marketing plan.
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The document discusses the marketing information system and market research process. It outlines five learning goals related to understanding the importance of information, defining the marketing information system, outlining the market research process, analyzing and distributing information, and special issues in market research. It then provides details on each step of the market research process, including defining the problem and objectives, developing the research plan through evaluating secondary and collecting primary data, and developing the sampling plan.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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2. HOW TO MANAGE CUSTOMER
EXPERIENCE ?
• Mystery shopping - Mystery shopping is a method of evaluating the
quality of customer service and the overall customer experience by
sending trained individuals, known as mystery shoppers, to act as
(potential) customers and report back on their experience.
• Mystery shoppers typically complete a checklist of predetermined
criteria, such as the following:
• Greeting: Was the shopper greeted promptly and courteously?
• Knowledge: Did the employee seem knowledgeable about the products
or services offered?
• Helpfulness: Was the employee helpful and willing to answer
questions?
• Attentiveness: Did the employee pay attention to the shopper's needs?
• Overall impression: How did the shopper feel about their overall
experience?
3. HOW TO MANAGE CUSTOMER
EXPERIENCE ?
• Experience mapping is a visualization of a customer's
journey with a product or service. It helps businesses
understand the customer's needs, pain points, and
expectations at every step of the way.
4. HOW TO MANAGE CUSTOMER
EXPERIENCE ?
• Experience maps can be used to identify areas where the customer
experience can be improved. They can also be used to track the
customer's progress over time and to measure the effectiveness of
changes that have been made.
• example :
• A customer is looking to buy a new car. They start by doing some
research online. They read reviews, compare prices, and look at
different models. Once they have narrowed down their choices, they
visit a dealership to test drive a few cars. They also talk to a
salesperson about their needs and wants. After they have made a
decision, they purchase the car and drive it home.
5.
6. HOW TO MANAGE CUSTOMER
EXPERIENCE ?
• Ethnographic methods are a qualitative research approach that involves
studying people in their natural setting. The goal of ethnographic research is
to understand the culture of a particular group of people, including their
beliefs, values, and practices.
• Ethnographic methods typically involve the following:
• Participant observation: This involves the researcher spending time
observing the group of people in their natural setting. The researcher may
take notes, record audio or video, or simply observe and participate in the
activities of the group.
• Interviews: The researcher may also conduct interviews with members of
the group. These interviews can be formal or informal, and they can be
used to gather information about the group's culture.
• Document analysis: The researcher may also analyze documents that are
relevant to the group's culture, such as religious texts, historical records, or
personal diaries.
