Title: Business Initiative and Technology
Student Name:
University
BUSI 100 - Enterprise Business Applications and Communications
Assignment 2: Marketing Research and Consumer Behavior Analysis
Due Week 2 and worth 160 points
In Part LXXVI of your business plan, you will focus on marketing research and consumer behavior analysis to
understand customer preferences, anticipate market trends, and identify opportunities for product innovation and
market differentiation. Your objective is to develop a comprehensive marketing research and consumer behavior
analysis framework that informs marketing strategy development and drives customer-centric decision-making
processes.
Write a paper in which you:
1. Conduct a market research analysis to assess market dynamics, identify target market segments, and
evaluate customer preferences and buying behaviors within your industry. Analyze market trends,
competitive landscapes, and industry benchmarks to identify market opportunities and threats. Evaluate
customer demographics, psychographics, and behavioristic that influence purchasing decisions and brand
perceptions.
2. Define marketing research objectives, goals, and key performance indicators (KPIs) that align with
organizational objectives and support business growth and competitiveness. Establish clear, measurable,
and achievable marketing research targets such as market share gains, customer acquisition rates, and
brand awareness levels. Develop SMART (Specific, Measurable, Achievable, Relevant, Time-bound)
marketing research objectives that provide clear direction and focus for research initiatives.
3. Develop a research design and methodology to collect and analyze marketing data, gather consumer
insights, and generate actionable recommendations. Implement research methods such as surveys, focus
groups, interviews, and observation techniques that capture qualitative and quantitative data from target
customer segments. Develop sampling techniques, questionnaire designs, and data collection protocols
that ensure research validity and reliability.
4. Conduct a consumer behavior analysis to understand underlying motivations, preferences, and decision-
making processes that drive consumer choices and brand perceptions. Analyze consumer buying cycles,
decision-making models, and purchase influencers that shape consumer behaviors and attitudes. Evaluate
consumer psychology principles such as cognitive biases, emotional triggers, and social influences that
impact consumer perceptions and purchase intentions.
5. Analyze consumer segmentation strategies to identify and prioritize key customer segments based on
demographic, psychographic, and behavioral characteristics. Segment target markets into distinct groups
such as demographics, geographic, and behavioristic those represent unique market opportunities and
customer needs. Develop customer personas, buyer profiles, and customer journey maps that capture
customer insights and guide marketing communication strategies.
6. Develop a competitive analysis framework to assess competitor strengths, weaknesses, and market
positioning strategies. Analyze competitor product offerings, pricing strategies, and promotional tactics
that impact competitive differentiation and market share dynamics. Develop competitor profiles, SWOT
analyses, and competitive benchmarking reports that identify competitive threats and inform strategic
decision-making processes.
7. Develop a product innovation and new product development strategy to introduce innovative products
and services that meet evolving customer needs and preferences. Analyze product lifecycle stages, market
gaps, and unmet customer needs that drive product innovation opportunities. Implement product
development methodologies such as design thinking, agile development, and lean startup principles that
foster creativity, experimentation, and rapid prototyping.
Clickhereto view the grading rubric for this assignment.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and
writing skills, using the following rubric.
Points: 160 Assignment 2: Marketing Research and Consumer Behavior Analysis
Criteria
Unacceptable
Below 70% F
Fair
70-79% C
Proficient
80-89% B
Exemplary
90-100% A
1. Analyze the options
available for producing
the product or service.
Next, evaluate which of
the available options you
can take to streamline
Did not submit or
incompletely
analyzed the
options available for
producing the
product or service.
Partially analyzed
the options
available for
producing the
product or service.
Partially evaluated
Satisfactorily
analyzed the
options available for
producing the
product or service.
Satisfactorily
Thoroughly
analyzed the
options available for
producing the
product or service.
Thoroughly
operations.
Weight: 25%
Did not submit or
incompletely
evaluated which of
the available
options you can
take to streamline
operations.
which of the
available options
you can take to
streamline
operations.
evaluated which of
the available
options you can
take to streamline
operations.
