In the library’s full-text databases, locate an article about marketing, advertising, or consumer behavior. The article must end with a large reference list (more than 10 articles) and must contain citations or footnotes in the body of the article. The article will describe a primary research study with human subjects. A description of the survey, methodology, data collection, analysis, and conclusions must be included in the article.
•Discuss the merits as well as deficits of the article, including the following: ‘Do you think that the researchers asked the question right, and is it an interesting question? ‘Is the hypothesis testable, and does the operationalization make sense? Were the independent and dependent variables well-chosen? ‘Was the report of the findings complete and clear? Do you agree with the interpretations? Why or why not? ‘Was there enough support for the conclusions? If you see deficits, always clarify what would be a better approach. This section of the critique should be 2-3 pages in length.
•Making connections ‘Does the article add to knowledge in the field? ‘Is it well-balanced, or is there bias in the findings? ‘Are there unanswered questions in your mind? ‘What future research would you suggest, and why? This section of the critique should be 1 page in length.