In all sorts of research it is common to ask not only about behavior – When did you first begin smoking cigarettes? How often do you take a multivitamin? Where did you go on your most recent vacation? – but also the “why”* and/or “what” questions – What prompted you to start smoking? Why do you take a multivitamin? Why did you pick that particular spot for your most recent vacation? It is usual for the researcher to want to know more than just what happened. The researcher’s goal is typically to go beyond behavior, with a keen interest in getting to the thinking that can be linked with the behavior. It is this “probing” that enables the researcher to make associations and otherwise interpret – give meaning to – the data.
This is, after all, what keeps marketing researchers up at night. It is difficult to remember a time when marketing researchers were not obsessed with the reasons people buy certain products/services and not others. Whether rational or irrational, conscious or Read Full Text