MARK320 Lecture Notes - Lecture 2: Mythbusters, Subliminal Stimuli, Data Mining
16 Sep 2016
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Lecture 2 consumer behavior research: i think vs. Learning to think like a cb scientist: we make many assumptions about human behavior and what in uences or drives consumer behavior. Nor, do they use **descriptive research, opinion surveys or focus groups. To di erentiate between fact and myth the myth. Myth busters uses what is called ***causal or experimental research. *exploratory research: unstructured, informal research undertaken to gain background information about the general nature of the research problem. **descriptive research: provides answers to the questions of who, what, when, where and how (but not why). Surveys, focus groups and observation are a type of descriptive research. Provides answers to the questions of who, what, when, where and how (but not why). Surveys and observation are a type of descriptive research. May not be able to generalize ndings to the larger population. There is a poor relationship between what people say and do.
