QUALITATIVE RESEARCH METHODS OF CONSUMER BEHAVIOUR

V diplomskem delu obravnavam temo, ki se nanaša na področje marketinga, natančneje na raziskovanje vedenja porabnikov. Raziskovanje vedenja porabnikov predstavlja enega izmed pomembnejših področij v marketingu. Dandanes mu mnogo organizacij namenja veliko pozornosti. Uspešne poslovne odločitve (zelo so pomembne za uspešno poslovanje podjetja) velikokrat temeljijo na skrbno preučevanem vedenju porabnikov. Podrobneje sem se ukvarjala z metodami kvalitativnega raziskovanja vedenja porabnika kot samostojno obliko raziskovanja. Te metode so se razvile kot nasprotje metodam kvantitativnega raziskovanja. Cilj kvalitativnega raziskovanja je, da želimo zbrati, z različnimi tehnikami, zelo jasne opise ljudi in dogodkov, ki so sodelovali v raziskavi. Pri tem nas zanimajo tudi njihovi pogledi na stvari, ki so bile preučevane. V svoji diplomski nalogi sem opredelila pojem, vedenje porabnikov, ter nato povzela, kako ga tuji in slovenski avtorji definirajo. Ugotovila sem, da ima raziskovanje vedenja porabnikov pomembno vlogo pri morebitnem uspešnem delovanju organizacij. Pri raziskovanju vedenja porabnikov lahko zbiramo podatke s pomočjo kvantitativnih metod raziskovanja ali s pomočjo kvalitativnih metod raziskovanja. V tej diplomi je bila glavna pozornost posvečena preučevanju kvalitativnih metod raziskovanja vedenja porabnikov. Poglobljeno sem se osredotočila na zgodovino, značilnosti, prednosti in slabosti, ki so značilne za kvalitativne metode raziskovanja. V enem izmed poglavij, sem opisala projekcijske preizkušnje. V zadnjih dveh poglavjih sem se osredotočila na, in podrobneje preučila, poglobljeni intervju in fokusne skupine. To sta najpogosteje uporabljeni tehniki zbiranja podatkov pri kvalitativnem raziskovanju vedenja porabnikov.In this diploma paper, I am discussing about the topic, which refers to the area of marketing, more specifically, to the research of consumer behavior. The research of the behavior of consumers is one of the most important areas in the marketing. Nowadays many organizations pay a lot of attention to the study of the consumer behavior. Successful business decisions (which are very important for the successful functioning of the company) are often based on carefully studied behavior of consumers. More specifically, I was dealing with the qualitative methods research of consumer behavior as a separate form of research. These methods have developed as opposing methods to the quantitative research. The objective of the qualitative research is that we want to assemble, with various techniques, very incisive descriptions of people and events that participated in research. We also want to learn about their views on the things that were examined. In my diploma paper I have defined the concept of the consumer behavior and then summarized how foreign and Slovenian authors define it. I found out that the research of consumer behavior plays an important role for potentially successful functioning of organizations. In the research of consumer behavior we can collect data with the quantitative methods of research or with the qualitative methods of research. In this diploma paper the main focus was on the qualitative methods research of consumer behavior. I discussed in-depth about the history, characteristics, advantages and disadvantages that are specific for qualitative methods of research. In one of the chapters, I also described the projection test. In the last two chapters I mostly focused on, and further examined, in-depth interview and focus group. These two are the most frequently used techniques for the collecting data in qualitative research of consumer behavior