BUS-2600 Lecture Notes - Lecture 3: Overchoice, Experiment, Ethnography
4 Feb 2020
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Experimental research continued: experimental research, objective: examine causation, ex. of experiments: Look at effect on independent variable on dependent. 3rd factor could be causing both a and b/3rd factor c) Systematic error--affects measurement in a constant way (ex. method of administration, personality, culture, response styles: cultural differences--a source of systematic error, ex. Scale 3--valid but not reliable (you do get the right answer every now and then which makes it valid) Stimulus-response model of consumer behavior: the environment > buyer"s black box > buyer responses, **goal of marketing: to understand how buyers make decisions and form preferences (understand the black box) Asian students more likely to choose same pen) Social: groups and social networks, membership groups, reference groups, aspirational reference groups, ex. popular kids, ex. celebrities (marketers capitalize on this, dissociative reference groups. Lifestyle (psychographics: useful for segmentation, psychological, perception--how people select, organize, and interpret information to form a meaningful picture of the world, ex.
