Alternative Techniques

  • Krittinee NuttavuthisitEmail author


The previous four chapters explained the major data collection techniques which targeted consumer’s direct responses such as answers to the questions (in individual and group interviews) and observed behaviors and interactions (in ethnography and netnography research). The methods are generally reasonable and productive, particularly if consumers can elaborate their perspectives and have quite communicative (verbal and nonverbal) expressions. Yet in many cases, people do not remember certain situations, they may not be aware of their behaviors and deeper concerns, or they may try to shut off and avoid talking about or reacting on certain sensitive subjects. The various levels of people’s expressiveness may diminish the intensity of responses obtained from the direct research methods such as interviews or observations. These require the support of other tools to study the complexity of behaviors.


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© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  1. 1.Sasin Graduate Institute of Business AdministrationChulalongkorn UniversityBangkokThailand

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