Project Assignment
Length: 4 to 8 pages.
In this section, you are expected to report and discuss findings from your quantitative and qualitative research.
Results [3 to 5 pages]: Your results should be organized in accordance with your research questions and/or hypotheses. Results from the survey and interviews should be integrated. In all cases, the following are some of the highlights we wish to see in this section:
1) Consumer Segments: Who are the consumers that are using the product, brand, or category? What differentiates them from non-consumers? How can they be grouped? (Note: You may incorporate secondary data here, yet the majority of this information should be derived from the survey and interviews).
2) Consumer Motivations and personality: Why do consumers use the product, brand, or category? What personality factors come into shaping their motivations?
3) Consumer Perceptions and Attitudes: What are the perceptions of consumers about the product, brand, category? What are their attitudes? How did they form these perceptions and attitudes?
4) Reference Groups and Sources of Persuasion: What are the most critical references groups to consumers' attitude formation and change in relation to the product, brand, or category?
Task [1 to 2 pages]: This section should provide the context and an overview of your findings:
1) Summary of Results [~1 paragraph]: Provide a highlight of the most intriguing findings of your study from both the survey and interviews.
2) Marketing and Advertising Implications [1.5 to 2 pages]: What can marketers and advertisers learn from your findings about the consumers and the particular product, brand, or category? How can these findings shape future marketing and advertising strategies?
Conclusion [½ to 1 page]: This section should summarize the entire study and highlight the most interesting knowledge gained from it.
Format your assignment according to the following formatting requirements:
(1) The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
(2) The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
(3) Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.