CONSUMER BEHAVIOUR - case study Essay Example | Topics and Well Written Essays - 1750 words

CONSUMER BEHAVIOUR - case study - Essay Example Thus, in this case, qualitative research was used to generate data that is based on the participants’ own categories of meaning, it is useful for studying a limited number of cases in detail, and tends to collect data in realistic settings (Oppenheim 1992)).The availability of relevant resources and time also played a contributory role to the methodology used. Methodology helps to organize, represent, and analyze data and information in a bid to answer the research questions of the study. The following are the basic steps involved in this section of methodology: The research has been designed in a survey based which was meant to elicit information from a limited number of people believed to have the information being sought, those who were able and willing to communicate. Thus, this survey about a small group of youths was meant to count representative samples and make inferences about the whole population. The study sought to describe the perceptions and views held by the youths in response to a social marketing campaign meant to change their behaviour with regards to drinking alcohol. Qualitative data is any form of data that cannot be statistically quantified (Struwig and Stead 2004). In this case, primary data was gathered through interviews from the respondents in a bid to get their view about changing behaviour towards drinking alcohol. The interviews incorporated in this study were conducted face to face with the respondents. The interview questions were maintained at a simple level and easy to understand. As shown in Appendix 1, the questions were open ended and exploratory in nature and focus was on gathering information about the main topic within a short period so that the respondents could respond quickly without wasting their time and efforts. The advantage of the interview is that first hand information can be obtained from the respondents with regards to their opinions and