MKTG 483 Midterm: MKTG 483 Midterm Summary

• School: University of Calgary
• Department: Marketing
• Course: MKTG 483
• Professor: Mehdi Mourali

Document Summary

Consumer behaviour (cid:396)efle(cid:272)ts the totalit(cid:455) of (cid:272)o(cid:374)su(cid:373)e(cid:396)s" de(cid:272)isio(cid:374)s: a(cid:272)(cid:395)uisitio(cid:374), (cid:272)o(cid:374)su(cid:373)ptio(cid:374), a(cid:374)d dispositio(cid:374) of goods, se(cid:396)(cid:448)i(cid:272)es, a(cid:272)ti(cid:448)ities, and ideas by people over time. o. Research methods in consumer behaviour o o o o. Storytelling collects data on the dependent or effect variable while controlling for other variables that may influence the dependent variable. Experiment procedure in which the researcher manipulates one (or sometimes more than one) independent or cause variable and. Descriptive research this research asks consumers whether they would buy more of a product if its price were lowered. Experiential research manipulates the independent variable or variables before measuring the effect on the dependent variable. The effect of price changes on sales volume of a particular product can be examined by actually varying the price of the product basis of experimental research: manipulation of independent variables. Descriptive survey data will merely suggest causation o o. Temporal ordering of variables: x y not y x.