Alexandria Kocsis
Marketing Information and Research
5/2/18
Final Paper
Phenomenology is the approach to study human experiences in which the researcher
focuses on the relationships that shape behaviors. “For phenomenology the ultimate source of all
meaning and value is the lived experience of human beings” (Armstrong Paul, Phenomenology).
For the case study, David Ortega used the phenomenological approach to gain insights on what
people are willing to pay for, what sacrifices could be made to deliver satisfying if not luxurious
experience, and how to create a unique experience at a lower price than their competitors. David
