Assignment Instructions for the
Consumer Research Project Paper
and the
Integrated Marketing Communication Assignment
Please read all
... [Show More] instructions carefully. Your grade will be based upon successfully meeting and
exceeding all requirements.
Basic assignment requirements:
Assignments should be uploaded to the Assignments page of the course at or prior to, the stated
time and due date.
All assignments must be typed in 12-point font, either Arial or Times New Roman, with standard
1-inch margins. They must be proofread; no rough draft copies will be accepted.
.Both these assignments should have a title page in APA style. They should include an
introduction and a conclusion and topic headings should be used. All assignments should be
sourced and noted in the proper manner, with an APA style reference page.
Example: Smith, J, Consumer Research Project
Consumer Research Project
(Adapted from an original project idea from Robert J. Brake, Concordia University)
Understanding consumer behavior is essential for all businesses regardless of their size or
industry. The only way to “know” your customer is to do research. The best way to learn about
market research is to do it. This research project is intended to give you the opportunity to
experience some hands-on learning. It will aid you in the understanding of market segmentation,
product concepts, consumer behavior, product development, branding and marketing research.
You will need to refer to information in your book to aid in your completion of this assignment.
This project helps you take a deeper look at the chapters that will be covered in the first 4 weeks
of class. Please be aware that you will need to read ahead in order to both understand and have
the information to complete this assignment.
PlayStation
Now discover everything you can about your product. You will need to apply the knowledge you
have learned both in this class and in others. You should consult the grading rubric for the
assignment below to help you guide your research.
You will need to use at least 5 sources for this assignment. You may use the Internet, 800
numbers, interviews with store managers, library books and journal articles, trade journals, food
industry materials, etc. The product/company web page for your product can be used, but it will
count as only one source. While you may start your research with Wikipedia, it should be NOT
be one of your first five sources. If you use Wikipedia you should cite it as a resource, but it
should be noted beneath your required 5 sources. Your textbook should also be cited, but it
cannot be one of your initial 5 sources.
When writing your paper, be sure to really look at the marketing mix as well as taking your
reader through who, what, when, why, where and how. Remember this is not a company report,
but a marketing research analysis of a product.
You will also need to create a short survey (approximately 10 questions) as part of this
assignment. Your survey should be used obtain responses from 30+ people. No names should be
put on the questionnaires; your results should be anonymous.
You may conduct the survey by asking the survey questions yourself (personal interview),
having the respondent fill out the survey form (equivalent to a mailed survey), asking the survey
questions over the telephone (telephone interview), emailing the survey to friends/acquaintances,
(online survey), or using various social media. If you can, try to get a range of ages in your
results. Then review your results and briefly summarize any preliminary conclusions from your
results. Remember, your data base is too small to draw any meaningful conclusions, but the
surveys will give you some interesting results as well as an idea of how surveys are used as
marketing tools. Consider creating a graph; they are a great way to explain survey results.
Requirements for the paper will include:
A running head, title page, table of contents and abstract.
You should use headings and subheadings throughout that correspond with the assignment
requirements.
Be sure to include a title page and a reference page. These are considered basic criteria.
Your paper will also need to include a copy of your survey and your survey results (tallied and
summarized) in an appendix. Your survey and graph results do not count as one of your 5
required pages, nor will your reference page or title page.
The finished paper should be spell-checked and proof read. It should be in 12-point font (either
Times New Roman or Arial) with standard margins. ALL sources should be cited properly, both
win in-paper citations, and on your reference page. [Show Less]