Abstract
For the professional marketer of the 1980’s and 90’s, the personal computer will be increasingly important tool of the trade. Relevant applications will include: 1) local statistical analysis of data, 2) interfacing with a mainframe for more elaborate statistical procedures or larger samples, and 3) accessing national data bases in bibliographic research and/or the collection of demographic data. For this reason, it is important that exposure to the personal computer as a research tool be incorporated into marketing curricula. This paper describes and evaluates a set of assignments that seeks to integrate this objective into a Consumer Behavior class.
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© 2015 Academy of Marketing Science
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Miller, F. (2015). The Personal Computer as a Research Tool in Consumer Behavior Classes. In: Rogers III, J., Lamb, Jr., C. (eds) Proceedings of the 1983 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16937-8_167
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DOI: https://doi.org/10.1007/978-3-319-16937-8_167
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16936-1
Online ISBN: 978-3-319-16937-8
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