Topic: Using Consumer Behavior Principles to Develop a Consumer Behavior Exploratory Research Survey Background Consumer behavior research can be very expensive and time consuming. How do companies decide/justify spending money on research? Many large companies that regularly conduct research begin with a very small exploratory project that is often done with the expertise that is already staffed in the Marketing Department. Once this is done and if it’s found you need a national sample then, you can pitch the CFO for the money needed to go forward. You have been put in the position of conducting the exploratory research to find if you need to hire an expensive outside Consumer Behavior Research firm to take the research to the next level. You have been assigned a brand/product item for your first consumer behavior research project (brand assigned at random by Professor). Complete sections one and three based on secondary data collected through outside research. Section 1: Background 1. A) Give some introductory information about your product/brand. Include the current status of the four P’s. Not needed is historic information (company beginnings, etc.). Only current data is needed here. B) Research and discuss its target market: ·            · demographics · psychographics · typical decision-making aspects · identify one market segment that you will discuss as a target market  Section 2: Consumer Influences Identify and analyze three of the most relevant aspects of consumer influences and their effect on the sale/adoption of the brand/product item. Provide reasoning why you believe the influence is relevant. Examples of what might be included: · Attitude · Perception · Learning/Memory/Consumer Information Processing · Motivation · Emotion · Personality · External Influences: · family · culture · social class · reference groups · situation · any other external influences. Section 3: Marketing Strategy Identify current issues that may need consumer behavior research. Outline at least FIVE questions (relating directly to Consumer Behavior internal and or external factors). Explain why each question needs to asked in terms of the Marketing Mix (4 P’s). State the question and then give the reasoning. Be sure to organize by paragraph. For example, a question might be “What are the target markets current perceptions of the brands advertising?”. Examples of areas where questions regarding internal or external factors can be paired are: · advertising · consumer decision process (be specific which stage) · public relations and publicity · sponsorship · cross promotion · product distribution (specific retailer, shelving, etc.) · product placement · alternative media · pricing · sales activities · customer service · packaging · brand name, brand images, brand personality figures or celebrity endorsers  Section 4: Survey Consumers Create a 7 to 10-question survey on SurveyMonkey.com.(use the free option) using the questions developed in section 3. Coll ...

1. Topic: Using Consumer Behavior Principles to Develop a
Consumer Behavior Exploratory Research Survey
Background
Consumer behavior research can be very expensive and time
consuming. How do companies decide/justify spending money
on research? Many large companies that regularly conduct
research begin with a very small exploratory project that is
often done with the expertise that is already staffed in the
Marketing Department. Once this is done and if it’s found you
need a national sample then, you can pitch the CFO for the
money needed to go forward. You have been put in the position
of conducting the exploratory research to find if you need to
hire an expensive outside Consumer Behavior Research firm to
take the research to the next level. You have been assigned a
brand/product item for your first consumer behavior research
project (brand assigned at random by Professor). Complete
sections one and three based on secondary data collected
through outside research.
Section 1: Background
1. A) Give some introductory information about your
product/brand. Include the current status of the four P’s. Not
needed is historic information (company beginnings, etc.). Only
current data is needed here.
B)
Research and discuss its target market:
·
· demographics
· psychographics
· typical decision-making aspects
· identify one market segment that you will discuss as a target
market
Section 2: Consumer Influences
Identify and analyze three of the most relevant aspects of
consumer influences and their effect on the sale/adoption of the

2. brand/product item. Provide reasoning why you believe the
influence is relevant.
Examples of what might be included:
· Attitude
· Perception
· Learning/Memory/Consumer Information Processing
· Motivation
· Emotion
· Personality
· External Influences:
· family
· culture
· social class
· reference groups
· situation
· any other external influences.
Section 3: Marketing Strategy
Identify current issues that may need consumer behavior
research. Outline at least FIVE questions (relating directly to
Consumer Behavior internal and or external factors). Explain
why each question needs to asked in terms of the Marketing Mix
(4 P’s). State the question and then give the reasoning. Be sure
to organize by paragraph. For example, a question might be
“What are the target markets current perceptions of the brands
advertising?”.
Examples of areas where questions regarding internal or
external factors can be paired are:
· advertising
· consumer decision process (be specific which stage)
· public relations and publicity
· sponsorship
· cross promotion
· product distribution (specific retailer, shelving, etc.)
· product placement
· alternative media
· pricing

3. · sales activities
· customer service
· packaging
· brand name, brand images, brand personality figures or
celebrity endorsers
Section 4: Survey Consumers
Create a 7 to 10-question survey on SurveyMonkey.com.(use the
free option) using the questions developed in section 3. Collect
survey results from 10-15 consumers that would be a part of the
main target segment discussed in section 1. In this section, tell
how you recruited subjects to take the survey. Did you offer
any incentive? Were there difficulties in doing this?
Section 5: Analyze Finding/Conclusion
Analyze your findings from the survey, including a minimum of
one table. Discuss how your findings (even though they are
from a very small sample) could be the basis for a larger
research project to be conducted by the brand. A copy of the
survey itself and your resulting data must be included in your
presentation (results can be in table form). Last, make your
recommendation if there needs to be a larger study conducted or
not (and why). Identify and recommend which type of research
approach should be done (Positivist or Interpretivist) and why.
Submission Requirements
Your final project must be submitted as follows:
1. PowerPoint presentation format.
2. No fewer than 20 slides organized by topic (do not use
"notes" on the bottom of the slide)
3. Typed, double-spaced, in 12-point Times New Roman
4. Prepared using an acceptable college-level style guide such
as APA, MLA, or UMUC's Guide to Writing and Research; all
of these guides can be found in the virtual UMUC library
5. Presented in such a way that the reader can clearly
understand your logic and conclusions.
6. Posted in your Assignments folder not later than midnight on
the due date for this assignment, according to the syllabus
7. Use required headings

4. 8. Citations (end/foot notes) within text is required as well as a
bibliography at the end of the paper
9. Cover page and bibliography are required and included in the
slide number.
10. Keep text analysis in the business tradition of a 3rd person
voice (no I, me or my, etc).
Consumer Behavior Final Project Rubic
UMUC 410
Grading Elements
Points Earned
Section 1-A Background (see points within assignment) (10
pts.)
Section 1-B Background (see points within assignment) (10
pts.)
Section 2 Consumer Influences: Identify and analyze three
consumer influences. Apply Consumer Behavior concepts and
support with outside research. See points within assignment to
be covered. (20 pts.)
Section 3 Marketing Strategy:Identify and analyze current
issues that may need consumer behavior research. Outline at
least FIVE global questions. Support with outside research,
apply consumer behavior concepts. See points within
assignment to be covered. (20 pts)
Section 4 Survey Consumers (see points within assignment) (10
pts.)
Section 5 Analyze Findings & Conclusion
(see points within assignment) (15 pts.)
Logistics (slide number, citations, bibliography, organization &
layout) (15 pts.)

5. Total Points (100)
8:42 AM (CDT)
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Unit 4 - Individual Project 2
Assignment Details
Assignment Description
Weekly tasks or assignments (Individual or Group Projects) will
be due by Monday, and late submissions will be assigned a late
penalty in accordance with the late penalty
policy found in the syllabus. NOTE: All submission posting
times are based on midnight Central Time.
Respond to the following scenario with your thoughts, ideas,
and comments. Be substantive and clear, and use research to
reinforce your ideas.
Key Assignment
Over the last few weeks, you have addressed many important hu
man resources (HR) issues related to expansion. Since SaharaOa
sis’s plans to continue such an expansion,
a new position of logistics manager is being developed to help

6. organize and manage resources across facilities and with
suppliers.
Using Bloomberg
Businessweek B-School Connection resources, research job anal
ysis and create a draft paper of 750–
1,000 words that addresses the following:
Discuss the process you would use to develop this new position.
What role does job analysis play in developing a job description
and subsequent job posting?
Specifically, which job analysis techniques would you use, and
why?
Why should more than 1 technique be used?
Once the job analysis and subsequent job description are
developed, how can the organization use this information to
make this position a success?
Process improvement in the organization from a production and
operations management is a key component of the Logistics
Manager position. Considering this,
describe the potential selection criteria that you will use for the
new Logistics Manager.
Provide a reference list at the end of your presentation of at
least 5 Bloomberg Businessweek B-School Connection articles,
and include in-text citations for the articles in
APA format.
For assistance with your assignment, please use your text, Web

7. resources, and all course materials.
Reading Assignment
Mathis, Jackson, and Valentine: Chapters 4, 7, 8, and 9.
Assignment Objectives
Develop a job posting and job description beginning with a job
analysis.
Identify the issues/requirements of planning, implementing,
administering, changing employee compensation and benefit
plans from job analysis stage to evaluation.
Examine, assess, and evaluate strategies and methods for
determining employee training, development and performance
needs.
Other Information
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Extra Credit View Assignment Rubric
Assignment Overview
Type: Individual Project
Unit: Job Analysis
Due Date: Mon, 8/1/16
Grading Type: Numeric

8. Points Possible: 150
Points Earned: 0
Deliverable Length: See assignment details
Go To:
Assignment Details
Scenario
Learning Materials
Reading Assignment
My Work:
Online Deliverables: Submissions