The purpose of this assignment is to critique a peer-reviewed article regarding consumer behavior.
article For this assignment, assume the role of a marketing manager at a company (such as your current employer) who is reviewing an article for marketing-analysis purposes. Select an article from a peer-reviewed journal within the scope of consumer behavior (e.g., global marketing, services, pricing). Begin your research by using the Library or an electronic database search. The article must be published within the last 5 years. Write a 750-1,000-word review of the article that incorporates the following:
A general overview of the article. Include an opening paragraph providing the full APA-style reference for the article you chose. Give a brief overview of the following: thesis of the article, hypothesis, research design methods, conclusions, and recommendations.
Relationship to course content. Specify how the selected article relates to one or more of the 4 Ps. Describe any interrelationships that exist among these marketing disciplines.
A critical analysis as it relates to your selected company. Did the process make sense? Was enough information given to determine if results were valid? Were the statistics clear, and did they support the results? Were the results generalizable to a wider population than the sample subjects? Think about the process used, validity of results, use of statistics, and the ability to generalize to a larger population.
A value assessment. Based on the conclusions, what value exists in the article for a future manager in the real world? How would the value of this article relate to your current employment, internship, or other similar situation?
Prepare this assignment according to the guidelines found in the APA Style Guide
