%0 Journal Article
	%A A. Otjen and  S. Keller
	%D 2023
	%J International Journal of Social and Business Sciences
	%B World Academy of Science, Engineering and Technology
	%I Open Science Index 202, 2023
	%T A Protocol for Applied Consumer Behavior Research in Academia
	%U https://publications.waset.org/pdf/10013317
	%V 202
	%X A Montana university has used applied consumer research in experiential learning with non-profit clients for over a decade. Through trial and error, a successful protocol has been established from problem statement through formative research to integrated marketing campaign execution. In this paper, we describe the protocol and its applications. Analysis was completed to determine the effectiveness of the campaigns and the results of how pre- and post-consumer research mark societal change because of media.
	%P 677 - 681