Design for Security

Research Fallacies

Research Methods

Bron: R.J.W. Sluis-Thiescheffer

7 Research Fallacies

1. Consumers can readily explain their thinking and behaviour

2. Consumer think in a well-reasoned or rational, linear way

3. Consumers’ memories accurately represent their experiences

4. Consumers’ minds, brains, bodies and surrounding culture and society can be adequately studied independently of one another

Source: Gerald Zaltman: How Customers Think

7 Research Fallacies

1. Consumers can be “injected” with company messages and will interpret these messages as marketers intend

2. Consumers think in words3. Consumers have a 100% free will

Source: Gerald Zaltman: How Customers Think

1. Consumers can readily explain their thinking and behaviour

Herbert Simon: Satisficing

2. Consumers think in a well-reasoned, rational, linear way

2. Researchers think in a well-reasoned, rational, linear way

3. Consumers’ memories accurately represent their experiences

■ Vraag ■ AntwoordConcentreer je even en

denk terug aan het moment

dat je hebt ontbeten

vanmorgen: denk aan de

kamer waarin je zat, waar je

precies zat, wat je dronk en

wat je at, wat je aan had

enzovoort. In het kort,

herinner je een beeld van

de situatie.

4. Consumers’ minds/brains/bodies can be studied independently

5. Consumers can be “injected” with company messages

6. Consumers think in words

7. Consumers have a 100% free will

Research Methods

Bron: R.J.W. Sluis-Thiescheffer