Connecting Consumer Behavior with Marketing Research through Garbology

Autor/inn/en	Damron-Martinez, Datha; Jackson, Katherine L.
Titel	Connecting Consumer Behavior with Marketing Research through Garbology
Quelle	In: Marketing Education Review, 27 (2017) 3, S.151-160 (10 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1052-8008
DOI	10.1080/10528008.2017.1312458
Schlagwörter	Consumer Economics; Marketing; Experiential Learning; Learning Activities; Teamwork; Observation; Prediction; Critical Thinking; Communication Skills; Interdisciplinary Approach; Archaeology; Anthropology; Psychology; Laws; Sanitation; College Students; Research Methodology + Suchen Sie Ihr Suchwort? Konsumökonomie; Experiental learning; Erfahrungsorientiertes Lernen; Lernaktivität; Beobachtung; Vorhersage; Kritisches Denken; Kommunikationsstil; Fächerübergreifender Unterricht; Fächerverbindender Unterricht; Interdisziplinarität; Archäologie; Anthropologie; Psychologie; Law; Recht; Betriebshygiene; Collegestudent; Research method; Forschungsmethode
Abstract	Because of the ever-increasing demand by faculty for realistic, experiential-learning exercises easily incorporated into the marketing curriculum, this article offers a new exercise that is based on Parlin's early work in marketing research with Campbell's soup: garbology. Garbology is an entertaining, experiential learning activity that serves as a bridge from consumer behavior to marketing research, primarily used in Principles of Marketing. Garbology incorporates teamwork, observation research, prediction, and forecasting, as well as elements of environmental study. Students consistently rank this simple activity as "enjoyable" and "applicable" while honing critical-thinking skills and enabling them to develop one-on-one communication competence. Students learn how marketing combines the diverse areas of archaeology, anthropology, psychology, and law in research. The authors include easy-to-follow instructions and sample handouts that have been revised and perfected over multiple uses. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01