Investigating Consumer Behavior using Qualitative Research Methodologies
Location
Biology Building, Room 101
Start Date
19-3-2020 6:00 PM
End Date
19-3-2020 7:00 PM
Description
The use of qualitative research methodologies is a growing field in marketing research. Qualitative methods allow us to investigate marketing phenomena through a subjective lens. We are able to capture information about consumer behavior that cannot be gathered through quantitative methods such as meaning, experience, and relationships. Ethnographic research in particular sees people’s behavior on their terms, and in their context, in order to obtain an inside look at cultural trends, attitudes, and lifestyle factors that influence consumer decisions about everything from donating to a charity to purchasing a car. In this talk, Dr. Ruvalcaba will introduce you to the field of Consumer Culture Theory and highlight the use of qualitative methodologies in marketing research, including that in her own work on cultural markets, highlighting her most recent work on the Chicano culture in Japan.
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Investigating Consumer Behavior using Qualitative Research Methodologies
Biology Building, Room 101
The use of qualitative research methodologies is a growing field in marketing research. Qualitative methods allow us to investigate marketing phenomena through a subjective lens. We are able to capture information about consumer behavior that cannot be gathered through quantitative methods such as meaning, experience, and relationships. Ethnographic research in particular sees people’s behavior on their terms, and in their context, in order to obtain an inside look at cultural trends, attitudes, and lifestyle factors that influence consumer decisions about everything from donating to a charity to purchasing a car. In this talk, Dr. Ruvalcaba will introduce you to the field of Consumer Culture Theory and highlight the use of qualitative methodologies in marketing research, including that in her own work on cultural markets, highlighting her most recent work on the Chicano culture in Japan.
Speaker Bio
Dr. Ruvalcaba is an Assistant Professor of Marketing at the Eberhardt School of Business. She received her Ph.D. in Marketing from the University of California Irvine. She has an M.B.A. with emphasis in Marketing Management and International Business from Loyola Marymount Univer-sity, and a B.S. in Business Administration with emphasis in Business Information Systems from DeVry University. Born in Southern California, a first generation Mexican American and first generation college graduate, Dr. Ruvalcaba has a passion for investigating marketing issues around culture and legitimacy specifically revolving around Hispanic culture and the Hispanic market.