Mkt 554 week 2 individal assignment

Consumer Behavior Paper and Questionnaire

Write a paper of no more than 1,050 words to explain how consumer behaviors of the target group affect the development of marketing strategies. In your paper, address the following:

  • Identify any negative publicity or consumer perception about flavored cigarettes. Evaluate how you might counter those negative perceptions through the use of strategic marketing methodologies.
  • Determine how many completed interviews are needed to provide sufficient data to explain consumer behaviors of the target group necessary for developing marketing strategies for the final proposal.
  • Determine where your sample data might come from, including business lists, customer list, associations, trade journals, and so forth. Provide an estimate of cost for obtaining this sample.
  • Describe the survey technique, such as telephone, online-survey, mail, face-to-face, or interviews, by which the interviews might be delivered, and the reasons for your choice.
  • Include the projected professional fees for conducting this survey. Remember to take into account the geography and cost.
  • Develop a questionnaire from which you might select a representative consumer sample in the interview process.
  • Develop a questionnaire to determine the attitudes and intentions affecting consumer decisions of your target market. Explain how the questions selected might provide information about the target group’s consumer decision making.
  • Include both closed- and open-ended questions, organizing them by appropriate section headings so the data may be easily analyzed.
  • The questionnaire must start with a statement of objectives and include screener questions to make sure that the interviewers selected are qualified respondents.

Format your paper consistent with APA guidelines.

Click the Assignment Files tab to submit your assignment.

 

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