Exam 1 Review - Consumer Behavior MAR 3503 Fall 2010...

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Consumer Behavior MAR 3503 Fall 2010 Questions for review, Exam 1 These questions should help you organize your thoughts and prepare for the exam. These questions are, in general, much broader than the questions you’ll find on the exam; that means that the questions on the exam may include details not listed here. But, if you can give thorough, specific, and detailed answers to these questions, you’ll be in good shape for the exam. If you get stuck while you’re studying these questions, I’ll be happy to point you in the right direction. But first, try to answer the question yourself, and then tell me what you think the right answer might be. (So, don’t just email me and say something like, “What’s the answer to #2b?”) The exam will also cover Chapters 1, 2, 3, 7, and 8. 1. Intro and research methods a. What does the study of consumer behavior encompass? When marketers try to influence consumers, what are the three types of responses they can influence? Give an example of each. What does it mean that marketing must involve some reciprocal influence? Who might want to understand consumer behavior? b. How did Maidenform, Pringles, and Pampers each benefit from consumer research? c. Which academic disciplines can contribute to the study of consumer behavior? How do they differ? What’s a question that each might answer? d. Distinguish between basic and applied research questions. Give an example of each. e. What is an example of using observation to answer a research question? What are advantages and disadvantages to using observation? How might a focus group improve things? What are disadvantages of a focus group? What are some advantages and disadvantages of surveys and interviews? f. We need to be especially cautious when relying on surveys, interviews, and focus groups. First, we might not be able to count on introspection (people’s reports of why they like what they do). Second, we might not be able to count on people giving accurate reports of their behaviors. Be sure you understand what those statements mean, and give a research example that supports each statement. g. Give an example of an experiment, and identify the independent variable and the dependent variable. How is a correlational study different? Give an example of the third-variable problem and of reverse causation in a correlational study. h.
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Exam 1 Review - Consumer Behavior MAR 3503 Fall 2010...

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