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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Learning about Consumers

Chapter Objectives

After completing this chapter, you should be able to:

I.

Know the basics of consumer research and have an understanding of available consumer behavior research techniques

II.

Understand the complexities in doing international consumer research.

III.

Know the steps in the research process.

IV.

Have a general understanding of how to ask consumers questions.

V.

Be familiar with some of the changes the Internet brings to consumer behavior research and some of the problems of evaluating secondary research.

VI.

Appreciate the ethical issues raised by market research.




McGraw-Hill/Irwin




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