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MKT 345 Module Four Short Paper Guidelines and Rubric

Overview

For this assignment, due in Module Four, you will submit a brief paper in which you first analyze the various stages of the consumer buying process and then develop 8 to 10 survey questions that can be used when evaluating a purchase decision for a product. This assignment will help prepare you for your Milestone Two presentation on the consumer buying process.

Prompt

First, read the article  Consumer Buying Process and watch the video  7 Tips for Good Survey Questions. In a brief paper, address the following:

· Which stage of the consumer buying process do you believe leads most directly to a consumer’s purchase decision? Explain your reasoning.

· How does an understanding of these stages help companies determine consumers’ different influences and motivations in making purchases?

· Which survey questions should you ask in order to obtain the most important and relevant information for your selected market segment for the final project? Include 8 to 10 sample questions.

· How will the survey be administered? How will results be collected?

· Justify your use of the survey: Why does the survey need to be conducted? What are you trying to answer with the survey? Be sure to discuss demographic profiling and the type of scale used.

Cite from the article, the video, and other research to support your response.

Specifically, the following critical elements must be addressed:

I. Describe the  stages of the consumer buying process that lead to a purchase decision and examine how an understanding of these stages informs a company’s marketing campaign.

II. Create 8 to 10  survey questions that  target a specific market segment for a consumer product.

III. Describe how the survey will be  conducted and how the  results will be collected.

What to Submit

This short paper should be 1–2 pages in length, double spaced, 12-point Times New Roman Font, one-inch margins, and citations in APA style.

MKT 345 Module Four Short Paper Guidelines and Rubric

Overview

For this assignment, due in Module Four, you will submit a brief paper in which you first analyze the various stages of the consumer buying process and then develop 8 to 10 survey questions that can be used when evaluating a purchase decision for a product. This assignment will help prepare you for your Milestone Two presentation on the consumer buying process.

Prompt

First, read the article  Consumer Buying Process and watch the video  7 Tips for Good Survey Questions. In a brief paper, address the following:

· Which stage of the consumer buying process do you believe leads most directly to a consumer’s purchase decision? Explain your reasoning.

· How does an understanding of these stages help companies determine consumers’ different influences and motivations in making purchases?

· Which survey questions should you ask in order to obtain the most important and relevant information for your selected market segment for the final project? Include 8 to 10 sample questions.

· How will the survey be administered? How will results be collected?

· Justify your use of the survey: Why does the survey need to be conducted? What are you trying to answer with the survey? Be sure to discuss demographic profiling and the type of scale used.

Cite from the article, the video, and other research to support your response.

Specifically, the following critical elements must be addressed:

I. Describe the  stages of the consumer buying process that lead to a purchase decision and examine how an understanding of these stages informs a company’s marketing campaign.

II. Create 8 to 10  survey questions that  target a specific market segment for a consumer product.

III. Describe how the survey will be  conducted and how the  results will be collected.

What to Submit

This short paper should be 1–2 pages in length, double spaced, 12-point Times New Roman Font, one-inch margins, and citations in APA style.