Consumer behavior research is the study of how individuals, groups, and organizations choose, purchase, use, and dispose of goods, services, ideas, or experiences to meet their needs and desires. The purpose of consumer behavior research is to solve the practical problems in marketing and improve the market performance and competitive advantage of enterprises. Consumer behavior research is an interdisciplinary science, which involves the theories and methods of psychology, sociology, economics, management and other fields.

The process of consumer behavior research can generally be divided into six steps, namely, problem definition, research design, data collection, data analysis, results presentation and recommendations. These six steps are interrelated and influence each other, and the quality of each step will affect the validity and reliability of the whole research. Therefore, consumer behavior researchers need to pay attention to avoid or correct possible misunderstandings in each step in order to improve the level and value of research. Below we will introduce the content and common misconceptions of these six steps separately, and explain them in conjunction with the case of Champ Consulting.

1. Problem Definition

Problem definition is the first and most important step in consumer behavior research. Problem definition refers to the purpose, scope, background and assumptions of the research, as well as the management and academic significance of the research. The definition of the problem directly determines the direction and quality of the research, so it is necessary to fully understand the background and needs of the research, communicate and coordinate with relevant stakeholders to ensure the accuracy and feasibility of the problem.

Common misconceptions about problem definitions are as follows:

-The questions are too broad or too narrow. overly broad questions can lead to a lack of focus and depth of research, making it difficult to draw usefulConclusionAnd recommendations; too narrow questions will lead to research ignoring important factors and relationships, difficult to reflect the complexity and diversity of consumer behavior. Therefore, the problem definition needs to find a suitable balance between broad and narrow, not only with clear research object and scope, but also with sufficient research breadth and depth.

-The problem is too abstract or too specific. Too abstract problems will lead to the lack of operability and measurability of research, and it is difficult to design appropriate research methods and tools; too specific problems will lead to the lack of universality and adaptability of research, and it is difficult to cope with changes in the market and consumers. Therefore, the problem definition needs to find a suitable level between abstract and concrete, with clear research objectives and indicators, as well as a certain degree of research flexibility and innovation.

-The problem is too ideal or too realistic. Too ideal problems will lead to the lack of practical significance and feasibility of research, and it is difficult to solve the real problems of the market and consumers; too realistic problems will lead to the lack of theoretical support and forward-looking research, and it is difficult to find the potential problems of the market and consumers. Therefore, the problem definition needs to find a suitable angle between ideal and reality, which should not only have theoretical guidance and verification, but also have practical reference and enlightenment.

Shangpu Consulting Case: Shangpu Consulting has provided consumer behavior research services for an internationally renowned sports brand to help it understand consumer needs and preferences in the Chinese market, as well as the market strategies and performance of competitors. During the problem definition phase, Champ Consulting conducted many communications and discussions with customers, and finally determined the following research questions:

-What are the characteristics, behaviors and attitudes of sports brand consumers in the Chinese market?

-What are the needs and preferences of sports brand consumers in the Chinese market? What factors influence their purchasing decisions?

-What is the competition pattern of sports brands in the Chinese market? What are the similarities and differences between the market share, brand image, product characteristics, channel strategy and marketing activities of each brand?

-What are the advantages and disadvantages of the customer brand in the Chinese market? What are the opportunities and challenges? What are the room and direction for improvement and promotion?

These problems not only have clear research objects and scope, but also have sufficient research breadth and depth; not only have clear research objectives and indicators, but also have certain research flexibility and innovation; not only have theoretical guidance and verification, but also have practical reference and enlightenment. These questions provide effective guidance and basis for subsequent research design and data collection.

2. Study Design

Research design is the second and crucial step in consumer behavior research. Research design refers to the determination of the type, methods, data sources, samples, tools and procedures of the study according to the definition of the problem in order to achieve the purpose of the study. The rationality and scientificity of the research design directly affect the quality and credibility of the data, so it is necessary to choose the most suitable research design according to the characteristics and requirements of the research, and consider the cost and benefit of the research. There are several common misconceptions about research design:

-Inappropriate choice of study type. Research types are generally divided into exploratory research, descriptive research and causal research, each of which has its own applicable scenarios and purposes. Exploratory research is mainly used to discover and understand new phenomena, new problems and new relationships of consumer behavior, which is suitable for situations where the research questions are not clear or lack theoretical basis; descriptive research is mainly used to describe and measure the characteristics, distribution and trends of consumer behavior, which is suitable for situations where the research questions have been clear or have certain theoretical support; causal research is mainly used to verify and test the causal relationship of consumer behavior, suitable for situations where the research question has been hypothesized or has a sufficient theoretical basis. Choosing an unsuitable type of study will lead to a mismatch between the purpose and method of the study, which will affect the validity and reliability of the study.

-Inappropriate choice of research methodology. Research methods are generally divided into qualitative research and quantitative research, each of which has its own advantages and limitations. Qualitative research is mainly used to collect and analyze non-numerical data, such as text, images, sounds, etc. It can provide rich details and in-depth understanding, but it also has subjective, difficult to promote and difficult to quantify; quantitative research is mainly used to collect and analyze numerical data, such as numbers, percentages, grades, etc. It can provide objective evidence and accurate measurement, but there are also the problems of ignoring important details, difficult to explain and difficult to innovate. Choosing an unsuitable research method will result in the data and analysis of the research not meeting the needs and objectives of the research.

-Inappropriate choice of data source. Data sources are generally divided into primary data and secondary data, each of which has its availability and credibility. First-hand data refers to the data collected by researchers to solve specific research problems. It can ensure the freshness, relevance and uniqueness of the data, but there are also problems such as high cost, long time and difficult quality control of data collection. Second-hand data refers to the data that researchers use existing data to solve specific research problems, which can reduce the cost, time and risk of data collection, however, there are also problems of data obsolescence, bias and incompleteness. Choosing an unsuitable data source will lead to a mismatch between the data and questions of the study, which will affect the accuracy and validity of the study.

-Improper selection of samples. A sample is a part of an individual or unit drawn from the overall study, which represents the characteristics and distribution of the overall and is the basis and basis of the study. The selection of samples needs to consider the size, type, method and error of the sample to ensure the representativeness and credibility of the sample. The improper selection of samples will lead to the inconsistency of the data and the overall research, which will affect the generalization and universality of the research.

-Inappropriate selection of tools. Tools refer to the instruments, equipment, software, questionnaires, tests, etc. used to collect and analyze data. They determine the form and quality of data and are the means and tools of research. The choice of tools needs to consider the availability, credibility, effectiveness and sensitivity of the tools to ensure their applicability and scientific validity. The improper choice of tools will lead to the inappropriateness of the data and methods of the study, which will affect the operability and measurability of the study.

-Inappropriate selection of procedures. Program refers to the specific steps, processes, time and resources of the study, which regulates the implementation and management of the study, and is the plan and arrangement of the study. The choice of program needs to consider the feasibility, rationality, flexibility and efficiency of the program to ensure the smoothness and optimization of the program. Improper selection of procedures can lead to problems in the implementation and management of the study, affecting the completion and quality of the study.

Champ Consulting Case: During the research design phase, Champ Consulting determined the following research design based on research questions and client needs:

-Type of study: descriptive and causal studies. Descriptive research is used to describe and measure the characteristics, behaviors, attitudes, needs, preferences, etc. of sports brand consumers in the Chinese market, as well as the market strategies and performance of each brand; causal research is used to verify and test the influencing factors of consumer behavior and the process and results of purchase decisions, as well as the advantages and disadvantages of customer brands.

-Research methods: qualitative research and quantitative research. Qualitative research is used to collect and analyze consumers' deep-seated motivations, feelings, perceptions and experiences to provide rich details and in-depth understanding; quantitative research is used to collect and analyze numerical data on consumers' behaviors, attitudes, needs, preferences, etc. to provide objective evidence and accurate measurements.

-Data sources: primary and secondary data. The first-hand data refers to the data collected by Shangpu Consulting in order to solve this research problem, including interviews, observations, focus groups, etc. of qualitative research, as well as questionnaires, experiments, scans, etc. of quantitative research; the second-hand data refers to the data that Shangpu Consulting uses existing data to assist this research problem, this includes internal data provided by customers, public data provided by competitors, and official data provided by governments and agencies.

-Sample: stratified random sampling and convenience sampling. Stratified random sampling refers to the method of dividing the population into several independent layers according to the characteristics and distribution of the population, and then randomly selecting a certain proportion of individuals or units from each layer to form a sample. It can ensure the representativeness and credibility of the sample and is suitable for data collection of quantitative research. Convenient sampling refers to randomly extracting individuals or units from the population according to the convenience and availability of researchers, the method of sample composition, which can reduce the cost and time of sample collection, is suitable for data collection of qualitative research.

-Tools: interviews, observations, focus groups, questionnaires, experiments, scans, etc. Interviews, observations and focus groups are commonly used tools for qualitative research. They can collect data on consumers' words, behaviors and interactions to obtain in-depth information and insights from consumers; questionnaires, experiments and scans are commonly used tools for quantitative research. They can collect data on consumers' choices, evaluations and purchases to obtain objective evidence and measurement of consumers.

-Procedure: It is divided into four phases, namely, the preparation phase, the implementation phase, the analysis phase and the reporting phase. The preparation stage refers to determining the specific objectives, plans, resources and personnel of the study to ensure the feasibility and rationality of the study; the implementation stage refers to the collection and processing of data according to the study plan to ensure the quality and integrity of the data; the analysis stage refers to the use of appropriate statistical methods and software to clean, organize, analyze and interpret the data, to ensure the validity and reliability of the data; the reporting phase refers to the writing of research reports and recommendations based on the results of the research to ensure the presentation and communication of the research.

In the research design stage, Champ Consulting comprehensively considered the cost and benefit of the research, and selected the most suitable research type, method, data source, sample, tool and procedure to achieve the purpose and requirements of the research.

3. Data collection

Data collection is the third and very important step in consumer behavior research. Data collection refers to the use of appropriate tools to extract appropriate samples from appropriate data sources and collect relevant data for subsequent data analysis and presentation of results according to the research design. The quality and quantity of data collection directly affect the credibility of data analysis and results. Therefore, it is necessary to strictly follow the research procedures and specifications to ensure the authenticity and integrity of the data.

There are several common misconceptions about data collection:

-Inadequate or excessive collection of data. Inadequate data collection will lead to insufficient and missing data, affecting the accuracy and validity of data analysis and results; excessive data collection will lead to data redundancy and waste, affecting the efficiency and optimization of data analysis and results. Therefore, the collection of data needs to determine the appropriate quantity and quality of data according to the purpose and needs of the research to avoid data imbalance and imbalance.

-The collection of data is irregular or illegal. Data collection is not standardized will lead to data errors and deviations, affecting the reliability and scientific nature of data analysis and results. Therefore, the collection of data needs to follow the ethics and laws of research, protect the security and privacy of data, and avoid the abuse and misuse of data.

-The collection of data is not timely or not updated. Failure to collect data in a timely manner will lead to obsolescence and failure of data, affecting the timeliness and adaptability of data analysis and results; failure to update data collection will lead to static and solidified data, affecting the dynamics and innovation of data analysis and results. Therefore, the collection of data needs to collect and update the data in time according to the progress and changes of the research, and keep the data fresh and active.

Shangpu Consulting Case: In the data collection stage, Shangpu Consulting uses interviews, observations, focus groups, questionnaires, experiments, scanning and other tools to extract stratified random sampling and convenient sampling samples from first-hand data and second-hand data according to the research design, and collects a large number of qualitative and quantitative data, which involves the characteristics, behaviors, attitudes, demands and preferences of sports brand consumers in the Chinese market, as well as the market strategy and performance of each brand. In the process of data collection, Shangpu Consulting ensures the adequacy and balance, standardization and legitimacy, timeliness and updating of data, and provides sufficient data support for subsequent data analysis and result presentation.

4. Data analysis

Data analysis is the fourth and crucial step in consumer behavior research. Data analysis refers to the use of appropriate statistical methods and software to clean, organize, analyze and interpret data based on data collection in order to arrive at meaningfulConclusionand found. The methods and techniques of data analysis have a direct impact on the interpretation of the data and the value of the results, so it is necessary to select the most appropriate data analysis methods and techniques based on the type and characteristics of the data, taking into account the credibility and interpretability of the data analysis.

There are several common misconceptions about data analysis:

-Inappropriate choice of methods and techniques for data analysis. The methods and techniques of data analysis are generally divided into descriptive analysis, inferential analysis and predictive analysis, each of which has its own applicable scenarios and purposes. Descriptive analysis is mainly used to describe and summarize the basic characteristics and distribution of data, such as mean, standard deviation, frequency, percentage, etc., which is suitable for preliminary understanding and display of data; Inferential analysis is mainly used to infer and test the relationship and difference of data, such as correlation analysis, regression analysis, variance analysis, t-test, etc., which is suitable for in-depth understanding and verification of data; predictive analysis is mainly used to predict and estimate future trends and results of data, such as time series analysis, factor analysis, cluster analysis, decision trees, etc., suitable for forward-looking understanding and application of data. The choice of inappropriate data analysis methods and techniques can lead to data interpretation and results that do not meet the needs and objectives of the study.

-Improper presentation of the process and results of data analysis. The process of data analysis and the presentation of results are generally divided into text, tables and graphics, each of which has its advantages and limitations. Text is mainly used to explain and evaluate the process and results of data, such as the source, method, significance and limitation of data. It can provide detailed information and in-depth understanding, but there are also problems that are lengthy, boring and difficult to understand. Tables are mainly used to show and compare the process and results of data, such as the original value, calculated value and statistical value of data, it can provide clear data and accurate measurement, but there are also complex, redundant and difficult to read problems; graphics are mainly used to depict and highlight the process and results of data, such as data distribution, trends, relationships and differences, etc. It can provide intuitive data and vivid effects, but there are also problems of simplification, misleading and difficult production. Presenting data analysis processes and results that are not appropriate can lead to an understanding of the data and a communication of the results that is not consistent with the purpose of the study and the audience.

-Insufficient or incorrect validation of the assumptions and conclusions of the data analysis. The assumptions and conclusions of data analysis refer to the preconditions and inferences of data that are proposed and tested based on the analysis of the data to ensure that the analysis of the data is reasonable and scientific. The validation of assumptions and conclusions of data analysis requires the use of appropriate statistical tests and logical reasoning to ensure the credibility and interpretability of the data analysis. Validation of inadequate or incorrect data analysis assumptions and conclusions can lead to errors and biases in the analysis of the data, affecting the validity and reliability of the analysis of the data.

Shangpu Consulting Case: In the data analysis stage, Shangpu Consulting conducted descriptive analysis, inferential analysis and predictive analysis of the data according to data collection, using SPSS, Excel and other software, and obtained meaningful conclusions and findings, involving the characteristics, behaviors, attitudes, needs, preferences, etc. of sports brand consumers in the Chinese market, as well as the market strategies and performance of various brands. In the process of data analysis, champ consulting ensures the rationality and scientificity of the selection of data analysis methods and techniques, the appropriateness and validity of the process and results, and the adequacy and correctness of the verification of assumptions and conclusions, which provides credible data analysis for the subsequent presentation of results and suggestions.

5. Presentation of results

The presentation of results is the fifth and very important step in consumer behavior research. Results presentation refers to the writing of research reports and recommendations based on data analysis to communicate the process and results of the research to relevant stakeholders, as well as the management and academic implications of the research. The form and content of the results presentation directly affect the acceptance and application of the research, so it is necessary to choose the most appropriate form and content of the results presentation according to the purpose of the research and the audience, while considering the clarity and attractiveness of the results presentation.

The common misconceptions of the results are as follows:

-Improper choice of the form of presentation of the results. The presentation of the results is generally divided into written and oral reports, each of which has its advantages and limitations. Written reports are mainly used to record and save the process and results of the research for easy reference and quotation. It can provide complete information and detailed evidence, but there are also problems that are lengthy, boring and difficult to read; oral reports are mainly used to show and communicate The process and results of the research are easy to understand and feedback. It can provide concise information and vivid effects, but there is also a lack of depth, easy to forget and difficult to produce. Choosing a format that is not appropriate for the presentation of results can lead to the communication and acceptance of research that is not in line with the purpose of the research and the audience.

-Improper selection of the content of the result presentation. The content of the results presented is generally divided into research background, problems, design, data, analysis, results,Conclusionand recommendations, each of which has its own importance and relevance. The background of the study refers to the introduction of the cause, purpose, significance and scope of the study in order to arouse the interest and attention of the audience; the problem of the study refers to the main problems and assumptions of the study in order to highlight the focus and direction of the study; the design of the study refers to the description of the types, methods, data sources, samples, tools and procedures of the study, in order to show the rationality and scientificity of the research; The data of the research refers to the basic characteristics and distribution of the display and comparison of the data, so as to provide the clarity and credibility of the data; The analysis of the research refers to the analysis and explanation of the relationship and difference of the data, so as to provide the validity and reliability of the data; The results of the research refer to the trend and results of the data, to facilitate the timeliness and adaptability of the data; the study'sConclusionIt refers to the summary and evaluation of the process and results of the research, etc., in order to provide the completion and quality of the research, and the proposal of the research refers to the application and improvement of the research, etc., in order to provide the practicality and innovation of the research. Choosing content that is not suitable for the presentation of results can result in the presentation and communication of the study that does not meet the needs and objectives of the study.

-Improper choice of language and format for presentation of results. The language and format of the result presentation refer to the text, symbols, colors, fonts, sizes, spacing, typography, etc. used to express and organize the content of the result presentation, which determine the readability and aesthetics of the result presentation. The choice of language and format for the presentation of the results needs to consider the accuracy, simplicity and standardization of the language, as well as the consistency, clarity and appropriateness of the format to ensure the clarity and attractiveness of the presentation of the results. Choosing an inappropriate language and format for the presentation of results can result in the presentation and communication of research that does not fit the format and audience of the research.

Champ Consulting Case: During the results presentation phase, Champ Consulting wrote a written report and an oral report of the study based on data analysis to communicate the process and results of the study to the client and other stakeholders, as well as the management and academic implications of the study. In the process of presenting the results, Champ Consulting ensured the suitability and effectiveness of the choice of the form and content of the results, and the accuracy and standardization of the choice of language and format, which provided strong support for the acceptance and application of the research.

6. Recommendations made

Suggestion is the sixth step of consumer behavior research, and it is also a very important step. The proposal is made on the basis of the study.Conclusionand findings, and propose feasible, concrete, well-founded and creative suggestions and programs for the problems and purposes of the research to help relevant stakeholders solve practical problems and improve the existing situation. The quality and quantity of the proposal directly affect the value and application of the research, so it is necessary to choose the most appropriate content and form of the proposal according to the results and needs of the research, and consider the feasibility and innovation of the proposal.

The common misconceptions suggested are the following:

-Inappropriate selection of the proposed content. The recommendations are generally divided into strategic and operational recommendations, each of which is important and relevant. Strategic advice refers to the overall, long-term, macro recommendations and programs for the problems and purposes of the study, such as market positioning, target market, competitive advantage, etc., which can provide the direction and objectives of the study, but there are also problems that are difficult to implement, evaluate and adjust; the action suggestion refers to the specific, short-term and micro suggestions and schemes for the research problems and purposes, such as product characteristics, price strategy, channel selection, promotion activities, etc., which can provide the means and tools of research, but there are also problems that are difficult to coordinate, control and sustainable. Choosing what is proposed that does not fit will result in the application and improvement of the study that does not meet the needs and objectives of the study.

-Inappropriate choice of form of proposal. The proposed forms are generally divided into text, diagrams and models, each of which has its advantages and limitations. Text is mainly used to explain and evaluate the content and basis of the proposal, such as the reasons, advantages, disadvantages and risks of the proposal, it can provide detailed information and in-depth understanding, but there are also lengthy, boring and difficult to understand the problem; The chart is mainly used to show and compare the content and effect of the proposal, such as the recommended steps, processes, costs and benefits, it can provide clear data and accurate measurement, but there are also complex, redundant and difficult to read problems; the model is mainly used to depict and highlight the content and characteristics of the proposal, such as the structure, relationship, variables and assumptions of the proposal, etc. It can provide intuitive data and vivid effects, but there are also problems of simplification, misleading and difficult production. Choosing a form that does not fit the proposed proposal will lead to the application and improvement of the research that does not meet the purpose of the research and the audience.

-Insufficient or unbalanced consideration of the feasibility and innovation of the proposal. The feasibility of the proposal refers to whether the content and form of the proposal can be implemented and implemented in the actual situation to achieve the expected effect and goal, which determines the practicality and effectiveness of the proposal; the innovation of the proposal refers to whether the content and form of the proposal can be broken through and changed under the existing circumstances to create new effects and goals, which determines the forward-looking and optimization of the proposal. Consideration of the feasibility and innovation of recommendations that are inadequate or unbalanced can lead to the application and improvement of recommendations that do not meet the needs and objectives of the study.

Champ Consulting Case: Champ Consulting at the proposal stage, according to the study'sConclusionThe strategic and action suggestions for customer brands in the Chinese market are put forward to help customer brands enhance their competitiveness and market share in the Chinese market. In the process of making recommendations, Champs Consulting ensures the suitability and effectiveness of the selection of the content and form of the recommendations, the adequacy and balance of feasibility and innovative considerations, and provides strong recommendations for the value and application of the study.