This assignment focuses on consumer (perception, attitudes, decision making process) in one of five areas: 1. Food/groceries, 2. Clothing, 3. Cosmetics/Make-up, 4. Electronics, 5. Cars/Automotive. Each student will choose/be assigned to one topic during the 1stsession. Every student is expected to conduct research with real customers in the form of ethnography and interviewing. For each topic there are four steps of the assignment. In the first step, students observe real-life, in-store market situations. In the second step, students conduct interviews with selected subjects, as recommended by the insights and questions from the observation stage. At the completion of the interviewing stage, students write a report on the learning points derived from this project. The paper should reflect marketing information and perspectives. In stage four, students write a one page supplement that reports the most interesting, shocking, unexpected or personally useful insight from their research. This is not a rehash of the observations or data that were recorded and analyzed. Instead, the supplement is a reflection of what the experience has gained for you. Be specific in your analysis and reflections. Set context for your analysis. Identify insights. You can use some external sources to support your reasoning, but please remember to balance it with your own analysis and reflection.
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