Essentials of Marketing Research 3rd Edition by Joseph Hair ,Mary Celsi ,Robert Bush,David Ortinau

Exercise 5

Conduct three or four in-depth interviews with college students who are not business majors. You will be conducting an investigation of the associations that college students make with the word marketing. You can ask students to bring 5 to 10 images of any type (pictures, cutouts from magazines) that most essentially picture what they think marketing is all about. You may also conduct a word association exercise with the students. During the interview, you may want to tell informants that you are an alien from another planet and have never heard of marketing. Based on your interviews, develop a diagram that shows the concepts that students relate to marketing. Draw a circle around the most frequently occurring connections in your diagram. What did you learn about how college students view marketing?