Describe interviewee using the four bases of segmentation

Reference no: EM133724937

Topic: External and Situational Factors Affecting Consumer Behavior. Apply Market Segmentation and Consumer Behavior Research.

Assignment # 1 -"The Interview"

Instructions

CONSUMER INTERVIEW:
As a newly minted Consumer Behavior Researcher your assignment is to conduct an interview (about 30 minutes in length) with a person (respondent) who is not a member of your family. The respondent needs to be qualified to participate. In other words, you are looking for a respondent who has recently purchased a product priced at more than $50. Your goal is to understand why the interviewee purchased this particular product/brand, and to understand the product's "place" in the consumers' life. Probe for segmentation variables that cannot be observed which represent all four bases of segmenting variables. Spend most of your time during the interview probing/researching external influences that shaped this particular purchase (influences like family, culture, and social class SEE Week 3 for a thorough list, these are the forces that need to be applied to limit the focus/scope of the assignment). Do not ask directly about External Influencers, it is our job (as CB researchers) to apply such from the respondents answers to broad open-ended questions. Come to the interview with questions pre-prepared. Also be ready to ask questions in an impromptu follow-up manner that may help uncover insights to the external impacts (Consumer Behavior related) that were components of the purchase. To formulate questions, read the resources from WEEK 3 and learn about what each possible External Influence is. Then, formulate and tailor questions to try to uncover if they are present in the purchase.

As a Consumer Behavior Researcher, this interview should take about 30 minutes in length. Make note of body language during the interview as this is a big indicator of things not verbally communicated but which are relevant when a researcher writes about their findings. The write up of results is required to be no more than 4 pages, double spaced. Keep in mind that this report needs to be useful to a marketing manager for the product (so use your Principles of Marketing language AND the language of Consumer Behavior to convey concepts observed and researched). The following headings are required and helpful to ensure nothing has been left out (use in order):

Introduction: Describe the interviewee using the four bases of segmentation, at least two segmentation variables to represent each base.

Reference no: EM133724937

Questions Cloud

How does this revelation of blackness in morgan echo : How does this revelation of blackness in Morgan echo or reiterate those of our previous protagonists in Snake Cradle and Wild Cat Falling?

What are the hr challenges : Seek out a new startup company that is in the same industry as your analysis in Part 1. Possible topics to address will be

How would you apply this information to the work place : What Happens If There Is a Mismatch Between The Job/organization And The Candidate - How would you apply this information to the work place?

Why does no single style dominate art today : Why does no single style dominate art today? Is it due to the world developing a global culture due to the global economy?

Describe interviewee using the four bases of segmentation : Describe the interviewee using the four bases of segmentation, at least two segmentation variables to represent each base.

Identifying deficiencies in the literature about the problem : Identifying deficiencies in the literature about the problem; Targeting an audience and noting the significance of the problem for this audience

Address important factors that impact major causes of death : Address important factors that impact major causes of death and disease in the United States, and they help organizations, communities, and states across

Determine the factors that make the employers : Identify two or three companies that have posted jobs on the job board. Use the links to the employers' websites to examine the employers' recruitment pages

Article-the evangelical dictionary of biblical theology : The article by Williams from the Evangelical Dictionary of Biblical Theology gives a broad overview of the Bible's main teaching in these areas.

User Account

All Pages