RAB A COMPUTER SIMULATION FOR MARKETING RESEARCH AND CONSUMER BEHAVIOR Computer Simulation and Learning Theory, Volume 3, 1976 211 RAB A Computer Simulation for Marketing Research and Consumer Behavior by Wilbur W. Stanton Assistant Professor of Marketing College of Business Administration Oklahoma State University Stillwater, Oklahoma 74074 (405) 372-6211, Ext. 536 Introduction Traditional methods of instruction such as lectures, group discussions, case methods, and major “term” projects lack the ability to adequately familiarize the student with “hands on” experience with any but a few of the techniques discussed in marketing research and/or consumer behavior courses. Course projects have come the closest but time, money, and experience on the part of the students have restricted the breadth of content. RAB is a computer based simulation which has attempted to overcome this problem. This has been accomplished through varied exposure to experiential learning situation which apply a wide selection of marketing research techniques. It has been designed to give an even and continual base of reference for the topics generally discussed in a junior to graduate marketing research or consumer behavior course. The simulation covers the application of some of the more advanced statistical techniques which include the following. Computer Simulation and Learning Theory, Volume 3, 1976 212 Chi-square test of independence Statistical Inference Estimation Interval Estimation for a Population Mean Interval Estimation for a Population Proportion Sample Size Estimation for Means Sample Size Estimation for Proportion Hypothesis Testing About a Mean About a Proportion About Differences Between Two Means About Differences Between Two Proportions Analysis of Variance Completely Randomized Design Randomized Complete Block Design Simple Linear Regression and Correlation Multiple Regression and Correlation Time Series Cross-Sectional Non-Parametric Statistic Store Image Profiles Life Style (AIO) Studies Feasibility Study Demographic Studies The simulation is designed around a situation involving a recent business school graduate and his employment with a major research firm which happens to be owned and operated by his family. Each student is to play the role of the recent graduate. During the “time of employment” the student will be faced with designing research which is (1) systematic, (2) logical, (3) empirical, and (4) replicable. In addition, it will be suggested that each student follow the same steps in the research process. (1) Define the problem (2) Construct a literature review (3) Formulate a hypothesis (4) Identify and label the variables (a) Independent (b) Dependent (c) Moderator (d) Interviewing (5) Construct an operational definition of the variables Computer Simulation and Learning Theory, Volume 3, 1976 213 (6) Decide on the research design (a) Secondary data (b) Primary data Nature of research Area of measurement Sample size Method of analysis (7) Collection of the data (some of the secondary and all the primary data is supplied by the simulation) (8) Analysis of data (9) Report writing The amount of classroom time devoted to the game is optional, depending upon course content and objectives and upon the level of student preparation. Example One assignment might be to develop a research project to gather data on shoppers, heavy shoppers, and non-shoppers of a major retail department store in regard to: (1) Demographics (2) AIO (Life Style). The following is the input statement by the instructor and a portion of the output received by each student. Computer Simulation and Learning Theory, Volume 3, 1976 214 Computer Simulation and Learning Theory, Volume 3, 1976 215 Computer Simulation and Learning Theory, Volume 3, 1976 216 Computer Simulation and Learning Theory, Volume 3, 1976 217 Computer Simulation and Learning Theory, Volume 3, 1976 218