Marketing Research Laboratory

This one-of-a kind lab offers opportunities for market research for academic and business communities. It is ideally equipped for focus groups, allowing faculty, students and clients to simulate, observe, record and evaluate marketing and consumer behavior scenarios. The lab has Internet access, state-of-the-art video, computer and projection equipment, and two-way mirrors.

The Marketing Research Laboratory features three separate, adjoining rooms:

Research Laboratory

• Modular furniture to accommodate various scenarios
• Projector with screen
• Hidden cameras
• Monitor with video and DVD
• Choice panels
• Two-way mirror
• Olfactory prevention trim

Observation/Control Room

• Monitors and video recorders for each camera
• DVD and VCR player (for viewing in Lab)
• Data system
• Recording device available for each participant
• Provides instant tabulation
• Records voting or choice decisions

Food Preparation Laboratory

• Pass-through door to the Consumer Behavior Research Laboratory for taste tastings
• Fully-equipped kitchen
• Flat-top range
• Stainless steel refrigerator, sink and ovens
• Dishwasher
• Microwave

Research activities are viewable in real time from the Observation and Control Room. Cameras placed throughout the lab record participants' visual and audio responses while the consumer response system records and tabulates responses.