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Business Research

BA 424: Consumer Behavior Workshop

This landing page for BA 424 is meant to supplement your just-in time need for resources and research help. Jump to the Marketing/Consumer Behavior page listed on the left of this guide!

Evaluation: Three questions

What is it? Why do I care? What does it really say?

You answer these three questions every time you use a source, whether you know it or not.

  • Whether it is a website or a scholarly journal article...
  • Whether it is for a 1st-year course or real life...

Start noticing how you answer these questions to ensure your sources are really meeting your needs.

The Three Questions:

  • What is it: What is the source type and author credibility?
    • Quick Wikipedia checks are okay! You can also compare what other source say about that source.
  • Why do I care: Does the source type and author credibility meet your needs?
    • Decide this at the beginning so you know whether to read the material or find something better.
  • What does it really say: Perceive how the word choices influence the knowledge.
    • The author's word choices, included and excluded information, and the aim of the publication all make a difference in how or why you would use a source.

Conducting Primary Research

Your information need will always determine where you look for sources. Typically a variety of supporting materials makes for stronger evidence to support your claims. For this assignment, you are required to include both secondary and primary research. You can find secondary research in Business Market Research Collection and other Vogel databases. Because you also want the perspective of potential consumers and marketers, however, you will also need to complete your own primary research. Doing your own primary research, and supporting your claims with that evidence will strengthen your argument and impress your audience. Remember, anytime you journey out into the community or the off-campus world, you are representing yourself and Wartburg as an institution. Be prepared and professional.

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