What do consumer science and swimming have in common?

Alex Peirce can tell you. The Fort Wayne, Ind., native is one of a select group of students now enrolled in the Jesse H. & Beulah Chanley Cox Research Scholars Program at Indiana University Bloomington. Funded by a portion of a $70 million donation from IU graduate Jesse Cox and his late wife Beulah, the merit-based Research Scholars program is in its second year, providing funds for tuition, fees, books, and room and board. Cox Research Scholars are also paired with faculty mentors. Professors and student-scholars work side by side on research projects or creative endeavors, beginning in the students' freshman year.

Here's a closer look at one research-scholar, Alex Peirce, who says the Cox Research Scholarship has opened her eyes to the world of research and her own creative side.

Why did you choose IU and the Cox Research Scholars program?

I had never seriously considered attending IU. I also applied to Ithaca College, DePauw University, and the University of Notre Dame. I received IU's scholarship notification the week that I received my acceptance letter to Notre Dame. When I first saw that the scholarship was for research, I threw it on the ground saying, "I hate science." My mom later picked it up and realized the great opportunity it offered. She urged me to read the letter more carefully. Even doing so, my heart was set on going to Notre Dame. In the end, I chose IU because of the scholarship.

You entered the Kelly School of Business to study consumer behavior. Tell me about your work there. I have worked with Professor of Marketing Ray Burke to observe consumer behavior at American Eagle. Specifically, I coded consumers' tracks (paths) as they shopped in the store. We were specifically interested in differences between age, gender, amount of time spent in the store, distance traveled, area covered, zones shopped, etc. I spent 8-10 hours each week observing the shopping patterns and behaviors of American Eagle customers. At times it was fairly tedious, but the fact that I am a frequent American Eagle shopper caused me to become even more conscious of my own shopping tendencies!

How has doing research affected your college experience so far?

For one, I've learned that research is more than just science! The only negative aspect of doing research is the time it consumes; however, that can also be a positive aspect. I think about how many students do not have the opportunity to work with the university faculty members and research real-life issues. I've been fortunate enough to be involved in two areas that interest me (shopping and swimming). You're an avid swimmer and are currently working with Professor Joel Stager in the Kinesiology Department of the School of Health, Physical Education, and Recreation. What are you working on?

I've been involved in recording data from Joel Stager's chocolate-milk study and gathering data from masters-swimmers in Indianapolis. In Indianapolis, we performed different tests to check the health of swimmers in the masters program. The study investigates whether masters swimmers are in better health than other adults of the same age.

How does swimming relate to your marketing studies?

As a class assignment last semester, I had the opportunity to interview the Vice President of Marketing at SpeedoUSA. We spoke on the phone, and I learned so much about his responsibilities at Speedo and about the company as a whole. I have applied for an internship there, which I think it would be a great opportunity to be involved in a company I know and love and a sport that has been my passion for the last 12 years.

What do you hope to do during the rest of your undergraduate studies at IUB?

I am pursuing my major in marketing, a minor in Spanish, and I'm hoping to feed my creativity by taking some "fun" classes - right now I'm taking History of Twentieth Century Photography. I am not necessarily an "artsy" person, but I've discovered that I do have a creative side I would like to develop and use in my career. I'd love to take some telecommunications classes (I originally wanted to study film production) and other courses that might help in an advertising career. I also plan to study in Spain. I got the travel bug this year, as I traveled to India with the Sophomore Block program in the School of Business.

Anything else you want to add?

I honestly cannot see myself anywhere but IU. Notre Dame is beautiful and offers so many opportunities, but I wouldn't have had the opportunity to work with people like Joel Stager and Ray Burke. IU is unique in its ability to place students in successful careers after they graduate and to reach out to students personally while they are here on campus.