Stan is a marketing intern who has been asked to conduct a research on consumer behavior by a fashion designer. The designer wants him to focus on a few selected customers who exclusively buy customized products from the designer. Stan conducts his research by interacting with each customer to know more about their psychological makeup. In the given scenario, Stan is using the _____.

Question

Quizplus · Accepted Answer

Stan is using an idiographic perspective, which focuses on studying individuals in depth to understand their unique psychological makeup and behavior. This perspective is particularly useful when researching customized products and individual consumer behavior. The utilitarian perspective focuses on rational decision-making to maximize utility, while the functional perspective focuses on the specific functions that products serve. The nomothetic perspective, on the other hand, focuses on identifying general laws and principles that apply to groups of people.

Stan Is a Marketing Intern Who Has Been Asked to Conduct