The purpose of this assignment is to help students understand the value and importance of data in
the study of consumer behavior. This is an individual assignment and must be completed entirely
on your own.
1. Choose a data-driven consumer phenomenon to examine. This phenomenon can be based on
one of the following:
You observe some aspect of consumer behavior for a period of time and record your
observations in a systematic way. For example, you observe the process by which
consumers choose from among different ice cream flavors at an ice cream store, the
activities that commuters do while waiting for their bus/train to arrive at a bus
stop/station, or the factors that affect how shoppers choose between the human checkout
option or the self-service checkout option at a supermarket.
You hear or read from the news about a consumer trend or development that has
emerged. For example, consumers may have been more likely to shop via their mobile
phones rather than in physical stores, use recyclable cups in order to support
environmental sustainability in recent years, or prefer to travel solo instead of in groups
or with their families for their overseas vacations.
You may define consumer phenomenon broadly or narrowly. Note that as a marketer it is
important to understand elements of consumer behavior including awareness, search,
information gathering, use, consumption, and even disposal. The phenomenon that you
choose to study could apply to all consumers in general or to a particular segment (or
segments) of consumers. So be creative. Put yourself in the shoes of a business that is trying
to understand and improve some element of its product or service, or a (public) policymaker
who is hoping to understand some aspect of peoples daily lives in order to enhance the
general well-being of residents.
2. Collect primary and/or secondary data to substantiate the consumer phenomenon of your
choice. If you choose to collect primary observational data, be prepared to spend at least 30
minutes to observe and make notes. Alternatively, you could collect secondary (or archival)
data from published media, company reports, and/or other available sources. If relevant, you
could also use both primary and secondary data in your investigation.BMS5506 Consumer Behavior (AY2020-21 Sem2) Professor Leonard Lee
Note: If you choose to collect primary observational data in-person, it is imperative that as a
representative of the National University of Singapore that you collect data in an ethical
manner. You must adhere to safe-distancing regulations as well as respect individuals
privacy particularly in situations where privacy is expected.
3. Write a brief report (no more than 2 double-spaced pages, 12-point font, Times New
Roman, 1-inch margins) that summarizes your observations. This report should contain
three elements:
a. What was the consumer phenomenon that you chose to study and what was the
method that you used in your study?
b. What did you learn about the phenomenon?
Provide at least three insights of practical significance (for
consumers/managers/policymakers) based on what you learnt from the
primary/secondary data that you collected. Your description should include:
i. A clear description of the insight (i.e., what?)
ii. Your hypotheses about potential explanations or underlying causes (i.e.,
why?)
iii. Implications of the insight (e.g., potential solutions or opportunities that
consumers/managers/policymakers can implement) (i.e., so what?)
c. In general, what did you learn about data-driven consumer studies?
For example, you may wish to comment on how you think you may have
introduced errors into your study given the method(s) that you used, and how you
might conduct your study differently if you were to do it again, perhaps with more
resources.
