Exercises

(1) Consumers and the items they consume can take many forms. Give examples of three different types of consumers and examples of three different types of items they could consume, including products, services, and ideas.

(2) List the three stages in the consumption process. Describe the issues that you considered in each of these stages when you made a recent important purchase. Identify questions that might be asked from the consumer’s perspective and from the marketer’s perspective in the prepurchase and purchase stages of the consumption process.

(3) Based on the knowledge learned in this chapter about research methods, could you design a project to explore an area or an aspect of college students’ online purchase and/or consumption habits, using both QUAL and QUAN approaches? Present your ideas in the form of a research proposal, including the research topic, research objectives, sample size, sample criteria, research methods and detailed research design.

(4) Questionnaires and screeners are quite similar: both are presented to the respondent as a set of questions designed to elicit information in the research process, but what are the differences between the two? Based on the research topic selected for Question 3, draft a questionnaire according to your research objectives. WJ+euC5oM8Ev0YKqiHzRSp/jeFleZMLSq0PME7+7rkxXoAXi1Jakaj9fgX4QAAh6