MCS 3030 Chapter 2: Foundations and Research Questions

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This course examines the concepts, principles and practices for consumer, market and product development research processes. Who is buying our product: mean age of our consumers, mean purchase amount of our product per customer, percentage of customers within ontario, proportion of male vs. What attributes are related to customer loyalty: does salesperson trustworthiness relate to. , are fair return policies related to. , does ethical conduct with suppliers relate to. , does perceived value relate to What causes customer defection: concomitant variation , cause and effect relationship, increasing the price by causes a 2% decrease in sales, advertising a generates 1. 25 times the brand awareness then advertisement b. A plausible or scientifically acceptable general principle or body of principles offered to explain phenomena (merriam-webster) Level of the entity you are studying. Depends on the question you"re asking: individual consumer vs. household, employee vs. business unit, citizen vs. countries, consumer and sales person vs. transaction. What we use to measure the phenomenon.

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