The Use of the Think Aloud Verbal Protocol for Tracking Processes in Research on the Consumer Decision-Making
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Data de Publicação: | 2017 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/14227 |
Resumo: | This paper aims to illustrate the use and encourage a reflection about the adoption of the think-aloud protocol for process tracing in research about consumer decision-making. Unlike input-output methods, whose use is consolidated in experimental research on consumer behavior, the methods used for process tracing, among them the verbal protocol think aloud, emphasize the testing of models and hypotheses by means of procedural data. Defined as the concurrent and unstructured method of verbal data collection performed during the execution of a task, the think aloud protocol, which the procedure consists of asking respondents to voice over their thoughts without interpreting them, is advocated by judgment and decision making researchers as an important source of research data on individual decision making. As proposed by the overall objective, the paper presents a description of procedures needed to operationalize the think aloud method for process tracing and details two studies that used verbal protocols to investigate consumer behavior published in marketing journals. |
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The Use of the Think Aloud Verbal Protocol for Tracking Processes in Research on the Consumer Decision-MakingA Utilização do Protocolo Verbal Think Aloud para Rastreamento de Processos em Pesquisas Sobre a Tomada de Decisão do ConsumidorProcess Tracing; Verbal Protocols; Think-Aloud; Consumer Decision Making.Rastreamento de Processos; Protocolo Verbal; Think Aloud; Processo Decisório do Consumidor.This paper aims to illustrate the use and encourage a reflection about the adoption of the think-aloud protocol for process tracing in research about consumer decision-making. Unlike input-output methods, whose use is consolidated in experimental research on consumer behavior, the methods used for process tracing, among them the verbal protocol think aloud, emphasize the testing of models and hypotheses by means of procedural data. Defined as the concurrent and unstructured method of verbal data collection performed during the execution of a task, the think aloud protocol, which the procedure consists of asking respondents to voice over their thoughts without interpreting them, is advocated by judgment and decision making researchers as an important source of research data on individual decision making. As proposed by the overall objective, the paper presents a description of procedures needed to operationalize the think aloud method for process tracing and details two studies that used verbal protocols to investigate consumer behavior published in marketing journals. Este artigo tem como objetivo ilustrar didaticamente a utilizao e fomentar uma reflexo a respeito da utilizao do mtodo de protocolo verbal think aloud para rastreamento de processos em pesquisas sobre a tomada de deciso do consumidor. Diferentemente de mtodos de entrada-sada, cujo uso est consolidado nas pesquisas experimentais sobre o comportamento do consumidor, os mtodos utilizados para rastreamento de processos, entre eles o protocolo verbal think aloud, enfatizam o teste de modelos e hipteses por meio de dados processuais. Definido como mtodo simultneo e no-estruturado de coleta de dados verbais realizado durante a execuo de uma tarefa, cujo procedimento consiste em solicitar aos pesquisados que manifestem em voz alta seus pensamentos, sem, no entanto, interpret-los, o protocolo verbal think aloud defendido por pesquisadores da rea de julgamento e tomada de deciso uma importante fonte de dados em pesquisas a respeito do processo decisrio individual. De acordo com o objetivo geral proposto, o trabalho apresenta uma descrio procedimentos necessrios para a operacionalizao do mtodo think aloud para rastreamento de processos e detalha dois estudos que utilizaram protocolos verbais para investigar a tomada de deciso do consumidor do consumidor publicados em peridicos de marketing. Universidade Nove de Julho - Uninove2017-08-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1422710.5585/remark.v16i3.3509ReMark - Revista Brasileira de Marketing; v. 16, n. 3 (2017): Julho - Setembro; 317-3332177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/14227/6919Direitos autorais 2017 Revista Brasileira de Marketing – Remarkhttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessDuarte, Nayara PereiraKorelo, José Carlos2019-06-13T23:04:29Zoai:https://periodicos.uninove.br:article/14227Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-13T23:04:29REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
The Use of the Think Aloud Verbal Protocol for Tracking Processes in Research on the Consumer Decision-Making A Utilização do Protocolo Verbal Think Aloud para Rastreamento de Processos em Pesquisas Sobre a Tomada de Decisão do Consumidor |
title |
The Use of the Think Aloud Verbal Protocol for Tracking Processes in Research on the Consumer Decision-Making |
spellingShingle |
The Use of the Think Aloud Verbal Protocol for Tracking Processes in Research on the Consumer Decision-Making Duarte, Nayara Pereira Process Tracing; Verbal Protocols; Think-Aloud; Consumer Decision Making. Rastreamento de Processos; Protocolo Verbal; Think Aloud; Processo Decisório do Consumidor. |
title_short |
The Use of the Think Aloud Verbal Protocol for Tracking Processes in Research on the Consumer Decision-Making |
title_full |
The Use of the Think Aloud Verbal Protocol for Tracking Processes in Research on the Consumer Decision-Making |
title_fullStr |
The Use of the Think Aloud Verbal Protocol for Tracking Processes in Research on the Consumer Decision-Making |
title_full_unstemmed |
The Use of the Think Aloud Verbal Protocol for Tracking Processes in Research on the Consumer Decision-Making |
title_sort |
The Use of the Think Aloud Verbal Protocol for Tracking Processes in Research on the Consumer Decision-Making |
author |
Duarte, Nayara Pereira |
author_facet |
Duarte, Nayara Pereira Korelo, José Carlos |
author_role |
author |
author2 |
Korelo, José Carlos |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Duarte, Nayara Pereira Korelo, José Carlos |
dc.subject.por.fl_str_mv |
Process Tracing; Verbal Protocols; Think-Aloud; Consumer Decision Making. Rastreamento de Processos; Protocolo Verbal; Think Aloud; Processo Decisório do Consumidor. |
topic |
Process Tracing; Verbal Protocols; Think-Aloud; Consumer Decision Making. Rastreamento de Processos; Protocolo Verbal; Think Aloud; Processo Decisório do Consumidor. |
description |
This paper aims to illustrate the use and encourage a reflection about the adoption of the think-aloud protocol for process tracing in research about consumer decision-making. Unlike input-output methods, whose use is consolidated in experimental research on consumer behavior, the methods used for process tracing, among them the verbal protocol think aloud, emphasize the testing of models and hypotheses by means of procedural data. Defined as the concurrent and unstructured method of verbal data collection performed during the execution of a task, the think aloud protocol, which the procedure consists of asking respondents to voice over their thoughts without interpreting them, is advocated by judgment and decision making researchers as an important source of research data on individual decision making. As proposed by the overall objective, the paper presents a description of procedures needed to operationalize the think aloud method for process tracing and details two studies that used verbal protocols to investigate consumer behavior published in marketing journals. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-08-31 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/14227 10.5585/remark.v16i3.3509 |
url |
https://periodicos.uninove.br/remark/article/view/14227 |
identifier_str_mv |
10.5585/remark.v16i3.3509 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/14227/6919 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2017 Revista Brasileira de Marketing – Remark https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2017 Revista Brasileira de Marketing – Remark https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 16, n. 3 (2017): Julho - Setembro; 317-333 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1752126542559838208 |