Rational Consumer

What Consumer Research Is...

Author(s): Bobby J. Calder and Alice M. Tybout

Source: Journal of Consumer Research, Vol. 14, No. 1 (Jun., 1987), pp. 136-140

Published by: Oxford University Press

Stable URL: http://www.jstor.org/stable/2489251

Accessed: 29-01-2016 12:09 UTC

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What Consumer Research Is .

BOBBY J. CALDER

ALICEM. TYBOUT*

R

Each of these distinct types of knowledgehas its own

approachto consumer research.Each representsa differentpath leadingto differentsorts of knowledge.Before elaboratingon the researchmethodologyimplied

by these knowledgetypes, it may be helpfulto illustrate

each type with a simple example.

came across some people who

Supposea researcher

eat largequantities of dirt. These people even sell dirt

to one another. A researchermight well aspire to everydayknowledgeabout this consumption, and might

thusask, Whatdo peoplethinkthey aredoingby buying

and eating dirt?Qualitativeresearchmight reveal that

these peoplebelieve that the...