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Serving Two Masters: Center for Consumer Research at the University of California, Davis, 1976‐1992
Author(s) -
SOMMER ROBERT
Publication year - 1994
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.1994.tb00821.x
Subject(s) - center (category theory) , credibility , research center , face (sociological concept) , sociology , library science , consumer research , marketing , medical education , political science , psychology , public relations , business , medicine , social science , computer science , law , chemistry , crystallography
Faculty at research universities face the challenge of doing research that both interests consumer agencies and possesses academic credibility. The Center for Consumer Research at the University of California, Davis, evolved an approach for doing this based on ecological methodology, an action research model, multi‐channel dissemination, and post‐research evaluation. The lessons learned during the 16‐year history of this nondepartmental center should be of interest to consumer researchers.