Marking 305

CONSUMER BEHAVIOR

8

OPEN MENTIS

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2 0 1 6

Molding Consumer Attitudes

4e MYCBBOOK .COM

Chapter 8

1) Central route of message processing, p.173

2) Multi-attribute model of attitude, pp. 175-176

3) Rational and/or emotional appeals, p. 181

4) Match-up hypothesis, p. 186

5) Engagement Levels, p. 172-175

6) Characteristics of source that affect persuasion, pp. 185-186

7) Various Appeals, pp. 181-184

8) Replace The Chapter Opening Vignette in Chapter 8 that describes anti -smoking public health

campaigns run recently in Britain and USA with Covid 19 public health campaigns. Think about

the likely effectiveness of Covid 19 campaigns in changing society’s attitudes , see vignette, p.

171

10 multiple choice/True-False (worth 10 points each) and 1 short answer (worth 10).

30 minutes exam available from 6am April 8-11:59pm April 9, 2020

MKT 305 - Hoyle

Spring 2020

(Revised 4/7/2019)

GUIDELINES FOR THE CUSTOMER RESEARCH PROJECT

SUBMISSION 2:

Qualitative and Quantitative research

One of the requirements for MKT 305 is the completion of a customer research project that will

account for 25% of a student's final grade (Submission 1 accounted for 7.5% and Submission 2

counts for 17.5%). Submission 2 will require student groups to analyze customer behavior within

their selected service category. The primary objective of this project is for g roups to evaluate

how well the competitors in their selected category are doing with customers (CMU students),

determine the underlying causes of their successes and failures, and based upon the findings,

recommend a strategy for at least three competitors in that category to help them become more

successful with CMU student customers. This submission is due by 11:59pm April 28th

1. Qualitative research analysis

Use qualitative research techniques in order to gain an in -depth understanding of the issues

driving choice in your service category. You will create questions to be asked in a focus group, a

series of one-on- one depth interviews or a combination of the two. The purpose of qualitative

research is to improve your understanding of the issues most relevant to CMU students. The

qualitative research should consist of series of open-ended questions that ask subjects such things

as: in what ways has the COVID-19 pandemic changed their (buying) behavior; what attributes

or evaluative criteria are most important to them and why they consider how to respond to

information about COVID-19. Be sure and have follow-up responses (e.g. “what is it about some

information on COVID-19 that you find objectionable? “why is information from the CDC

considered more reliable?”). In an actual research setting you would need to make transcripts of

these interviews and a detailed summary of the key findings should be written up in t he final

report. See Exhibit 1 for an example of qualitative research template that you can adapt to your

own service category.

2. Quantitative survey analysis

This part of the research project will entail the development, administration and

tabulation of a survey of an identified population. The purpose of this survey is for groups to

identify and assess those factors affecting consumer decisions with regard to their selected

service and to test some new concepts that might improve customer satisfaction.

Survey Development:

In terms of the specific types of information that should be collected and analyzed,

surveys would include questions that measure each stage in the “buying” process as specified in

the hierarchy of effects model (see pp. 14-15 Course Packet I & p. 40 of text). See Exhibit 2

for an example/model of an appropriate survey. Groups will identify perceptions of COVID -19

and the relevant attributes (about 5 -7) on which consumers evaluate information about COVID-

19. In particular groups should address the following areas:

a. Awareness: For topics related to COVID-19 included in your research, provide a place for

respondents to indicate their degree of familiarity.

b. Needs: For each relevant attribute included in yo ur research, have respondents indicate their

evaluation of its importance.

c. Perceptions: Measure beliefs regarding how well each of the sources of information on

Covid-19 in the category performs on associated relevant attributes.

d. Preferences: Measure consumer preferences with regards to which sources of information on

Covid-19 are preferred most.

e. Intentions: Measure intentions to support information regarding COVID-19 and how likely to

support information from sources in the future.