Course Objectives
Course Materials
Suggested Readings
Grading System
Important Notes
Research Project
Some Good Literature and Data Sources
Additional Readings
Prerequisite: GBA 608
COURSE OBJECTIVES:
To provide the students with sound theory of why consumers behave
as they do, understand consumer research operations, and jargon, and
apply theory and research to business problems. Special emphasis will
be given to various economic and behavioral models which attempt to
explain and predict patterns of consumer behavior.
COURSE MATERIALS:
Required : Consumer Behavior: Redding on Domestic & International
Issues H .Edited by E. Sherman and J. N. Greene, Simon &
Schuster Customer Publishing, Needham, MA, 1999.
SUGGESTED READINGS:
Selected articles from the following journals:
Journal of Consumer Research
Journal of Marketing Research
Journal of Marketing
Advances in Consumer Research
GRADING SYSTEM:
Midterm Exam.......................................................32
points
Final Exam ............................................................42
"
Research Project ...................................................20
"
Assignments & Class Participation..........................
6 "
Grades will be based on the above system.
Students are expected to attend classes regularly, and be prepared
to discuss the assigned material. Each student must have read the
assigned chapters upon arriving class.
All written assignments and the research project must be typed written
(double spaced).
Students must refer to the tentative schedule for assignments
No make-up exams will be given!
Final exam includes all the material covered during the semester.
The general aim of the research project is "learning by doing."
More specifically, the objectives of the research project include:
1) To gain skill in and appreciation of the definition problems,
the generating and testing of solutions, designing the research, and
integrating these steps to form a coherent project.
2) To appreciate the nature, functions and difficulties inherent
in selected marketing research techniques in understanding consumer
behavior.
3) To examine critically and to evaluate the data
gathered and the methods employed provided that the project includes
primary data. Critical thinking is also strongly encouraged for evaluation
of secondary data or literature.
4) To know what it means to draw sharp conclusions, identify the
limitations in data, apply them to the chosen problem and communicate
findings effectively.
5) To appreciate the needs for careful organization, coordination,
and dependability of each project team member.
Having the above objectives in mind, each student is to select a
specific topic dealing with consumer behavior. A long list of topics
can be found in the reserve section of the UMASSD library and at the
end of each chapter in the text book. The project topic must be approved
by the instructor to ensure that a manageable and substantive area
of consumer behavior is being researched.
Each project must be typed (double spaced), and professionally
presented to the class. The project should be around 15-25 pages including
the literature review and data analysis results if primary data sources
are used.All sources of literature should be referenced using the
Journal of Marketing referencing style. Failure to reference will
be a cause for plagiarism per UMASSD student hand-book. The following
should be considered in completing the project:
I- Give a brief history of the topic--literature review which includes
theories, and related studies in the area being research
II- Define the problem--be very specific--justify the study-- Develop
Hypotheses
III- Define data gathering techniques (METHODOLOGY) to test the
hypotheses.
a) Primary Data: questionnaires, observation, experimental
design, indepth interviews, or focus group interviews.
Consider questionnaire design, measurement techniques and sampling
design (probability sampling--random sampling, systematic sampling,
area sampling, etc.,)
b) Secondary data: Library
IV- Gather data --- field work including library and interviews
etc.
V- Process data--coding and data entry into computer or calculator!
VI- Analyze data---use appropriate statistical techniques such as
frequencies, cross- tabulations, t-tests, ANOVA, Regression or
other relevant techniques.
VII- Write results by using tables and graphs, etc.
VIII-Discuss the limitations of your research
IX- Write conclusions
WILSON'S BPI---computer data base
Business Periodicals Index
Statistical Abstract of the U.S.
Survey of Current Business
Measuring Markets: A guide to the Use of Federal and State Statistical
Data
County and City Data Book
Randy McNally Commercial Atlas & Marketing Guide
Sales and Marketing Management "Survey of Buying Power"
(July, and October issues)
DIRECTORY OF DIRECTORIES!!!!!
INTERNET!
