MBA 655 (Consumer Behavior) is about managerial application of the principles of consumer behavior, with an emphasis on consumer psychology. For firms that sell products and services that are purchased by consumers, the ultimate determinant of sales and profitability is consumer behavior. Managers are most successful when they can successfully predict the behavioral responses of consumers to the managerial actions under consideration. For example, will consumers like the new product we’re developing? How would consumers react to a decrease in price if it is accompanied by a decrease in product quality? How will consumers respond to the firm’s advertisements? Without an understanding of why consumers behave as they do, managers are left to simply guess at the answers to such questions.
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Consumer Behavior Case Exam
This file is an old exam for my MBA Consumer Behavior class. The exam consists of one short case and two essay questions. I created the case to be amenable to a variety of different consumer behavior exam questions.
– Eric DeRosia
More than Surveys: Using Qualtrics as a Teaching Tool
In addition to using Qualtrics as a research tool, Qualtrics can be used as a teaching tool — beyond its obvious utility in a marketing research course. For example, at the Marriott School of Management (Brigham Young University) I use Qualtrics in my theory-driven consumer behavior MBA elective. In essence, I give two assignments in which students create stimuli designed for consumers. I use Qualtrics to show the stimuli to consumers and collect their evaluations. The results give students feedback from actual consumers, yielding a more “hands-on” assignment than can be achieved with traditional instructor feedback. Qualtrics makes three appearances in my course. Continue reading “More than Surveys: Using Qualtrics as a Teaching Tool”