USC BUAD 307 Final Exam Questions With Correct Answers
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Course
BUAD 307
Institution
BUAD 307
USC BUAD 307 Final Exam Questions
With Correct Answers
Customer value - answerthe relationship between benefits and the sacrifice necessary to
obtain those benefits
considerations in determining suitability for e-commerce - answer- value to bulk ratio: high
value, low weight items are more eas...
BRIGHTSTARS EXAM STUDY SOLUTIONS 8/15/2024 2:05 PM
USC BUAD 307 Final Exam Questions
With Correct Answers
Customer value - answer✔✔the relationship between benefits and the sacrifice necessary to
obtain those benefits
considerations in determining suitability for e-commerce - answer✔✔- value to bulk ratio: high
value, low weight items are more easily shipped
- absolute margin (price/profit margin)
- convenience to customer and willingess to pay for convenience
- ability to evaluate quality online
- not cost-effective for sellers (ex: paper towels)
- short run: sellers are willing to lose money to gain long-run profits
- long-long-run: willing to lose $ if other products make up for the losses
relative costs of selling online, retail, and combined - answer✔✔- delivery attempts, cost of
handling
- cost of returns
- protective packaging
- less loss of inventory value over time when selling online because avoiding over or under
stocking
- some costs greater in brick and mortar stores
profitability of online firms in markets where costs of selling online are lower -
answer✔✔electronic items that don't require shiping
ex: e-books
collaborative filtering - answer✔✔allow online merchants to recommend additional product
based on customers overlap w/ purchases of another
- ex: frequently bought together
,BRIGHTSTARS EXAM STUDY SOLUTIONS 8/15/2024 2:05 PM
basic internet economics - answer✔✔- online merchants have higher costs than conventional
retailers
- intermediaries add value through specialization of labor + consolidation of tasks
- customers do a lot of work when they select, aggregate, bring to checkout, and carry their
products home
micro-payments - answer✔✔Online donations collected in small amounts, but which add up
when contributed by thousands of users
- online payments of small amounts of money
- sell online content at low prices (marginal cost of product is low and cost is low)
- issue: credit cards charge % of sale and base fee
consumer involvement (types and manifestations) - answer✔✔
associative network of knowledge - answer✔✔for consumers to function effectively use the info
they've accumulated, it's important that diff pieces of knowledge are retrieved when they're likely
to be useful
- the brain sues associations between diff "nodes"
(ideas/pieces of info) to active related others.
tippability - answer✔✔low stakes decision is involved
primary research - answer✔✔research that you design and conduct yourself (done firsthand)
- Ex. you may need to find out whether consumers would prefer that your soft drinks be sweeter
or tarter
primary research methods - answer✔✔broad: exploratory & precision
specific:
- surveys
- experimentation
- taste tests/triangle test
- observation
- focus groups
- in-depth interviews
- projective techniques
, BRIGHTSTARS EXAM STUDY SOLUTIONS 8/15/2024 2:05 PM
- physiological measures
- scanner data
- conjoint analysis
- sentiment analysis
exploratory research - answer✔✔intended to get BASIC understanding of issues surrounding a
product or practice
Ex:
- observation
- in-depth interview
- focus group
- projective techniques
Not a lot of people are involved with this type of research, so you can't generalize findings to a
larger population
Precision Research - answer✔✔- experiments
- surveys
- panel
- scanner data
surveys: open vs. close-ended - answer✔✔OPEN: questions without choices
- pros: respondent isn't limited or influenced
- cons: respondents skip it and hard to quantify
CLOSED: questions w/ list of choices
- pros: easier to answer
- cons: limiting & choices can influence respondent
surveys: continuum vs. binary answer - answer✔✔CONTINUUM: questions gauging degree or
extent
- ex: on a scale of 1-10
- better for gauging interest, purchase likelihood, experience, satisfaction
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