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MAR_3503_Exam_#1_Review_Sheet_Spring12 - Exam#1 Review...

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Exam #1 Review Sheet MAR 3503 Consumer Behavior Spring 2012 These questions should help you organize your thoughts and prepare for the exam. The questions on these pages are, in general, much broader than the questions you’ll find on the exam. This means that the questions on the exam will 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 would be more than happy to point you in the right direction, at office hours, by appointment, or via email. But first, try to answer the questions 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?”) 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 besides marketing managers might want to understand consumer behavior? b. Which academic disciplines can contribute perspectives to the study of consumer behavior? What’s a question that each might answer? c. Distinguish between basic and applied research questions. Give an example of each. d. What is “descriptive” research? What are its benefits and drawbacks? 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? e. 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 what they like to 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. f. What is “correlational” research? What is an example of a correlational research finding? What are benefits and drawbacks to correlational research? What is the third variable problem? Reverse causation? g. What are the hallmarks of an experiment? What are the benefits and drawbacks of “experimental” research? Give an example of an experiment, and identify the independent and the dependent variable. How do random assignment and manipulation of the independent variable allow you to infer causation in an experiment? Describe what it means to randomly assign people to groups, but also describe why this process allows you to infer causation.
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h. What are some ethical concerns you might have while doing research? What should you watch out for when you are interpreting research? i.
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MAR_3503_Exam_#1_Review_Sheet_Spring12 - Exam#1 Review...

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