BUAD473 Study Guide - Midterm Guide: Subliminal Stimuli, Encoding Specificity Principle, Implicit Memory

• School: University of Delaware
• Department: Business Administration
• Course: BUAD473
• Professor: Shapiro Stewart

Document Summary

Set of decisions made about the acquisition, use or disposal of products, services, or ideas made by one or more decision-making entities over time. Why study consumer behavior: price, product, place, promotion/economic, tech, social, cultural. Segmentation: separating consumers b/c different needs & wants; try to change attitudes toward product. Methods of data collection: questioning & observing. Primary difference: questioning is interactive with participants & observation is watching data w/o intervention: questioning: surveys, focus groups, in-depth interviews. Surveys: sent to you; most structured method; easier to record info, objective, cheap/quick, carefully word b/c bias. Focus groups: get plentiful info b/c people bounce ideas resulting in rich info. In-depth interviews: deeper dive into individual; maybe more willing to open up? (least structured) Scanner data: what is/not selling (when actually being sold), learn about consumers from card application, can notice shifts in purchasing behavior. Data from the internet: what people are saying about the brand; netnography (web-crawlers)