Park University Unit 6 Consulting Consumer Report Case Analysis

by | Mar 19, 2024 | Uncategorized

Question Description

Introduction

The purpose of the Core Assessment is to introduce students to database analysis in consumer behavior, and decision making based on data (CLO 2, 3, 4 & 5). Students will:

  • Use the Student Data File located in the student file folder.
  • Analyze the data and explain the marketing implications as it relates to using customer profiles for future marketing strategy.

Directions

Use the DDB Life Style StudyTM Data located in the student data files to analyze the following questions:

  1. Using the DDB data (Tables 1B through 7B) describe the major determinants of the following search-related behaviors and beliefs. What are the marketing implications?
    • Consult consumer reports before making major purchases
    • Information in advertising helps me make better decisions
  2. Some consumers feel more technology savvy than others. Examine the DDB data in Tables 1B through 7B to determine what characterizes one who is likely to feel tech savvy.
  3. Using Table 3B, specifically examine the relationship between consumer perceptions of being tech savvy and the two search-related variables in Question 1. What are the relationships and implications?

Using the questions provided, please write a 2-3 page report (in essay format) detailing your analysis of the case. Use the following format:

  • Double-spaced Microsoft Word document using 1 inch left and right margins.
  • Formatted following APA formatting rules.
  • Integrate Consumer behavior theory from the textbook and other sources.
  • Provide a reference page and in-text citations.
  • Enter page numbers on all pages, including the first page.
  • Spell check and proofread your report

Rubric

DDB Case Analysis

DDB Case Analysis
Criteria Ratings Pts
This criterion is linked to a Learning OutcomeSummary of Case
10.0 ptsExceptional

Exceptional summary of case, thoroughly discussing all relevant Points

 8.0 ptsExceeds Expectations

Provides a thorough summary of case, mentioning all relevant points

 6.0 ptsMeets Expectations

An adequate summary of the case, mentioning most of the relevant points. Maximum points

 4.0 ptsDoes Not Meet Expectations

Leaves out 1-2 important aspects of the case demonstrating a less than thorough understanding of the case.

 2.0 ptsUnacceptable

Leaves out 3 or more important aspects of the case demonstrating a less than thorough understanding of the case.
10.0 pts
This criterion is linked to a Learning OutcomeInterpretation of Data
10.0 ptsExceptional

Demonstrates outstanding understanding of the data with accurate interpretation

 8.0 ptsExceeds Expectations

Demonstrates a thorough understanding of the data with accurate interpretation

 6.0 ptsMeets Expectations

Demonstrates a passable understanding of the data with mostly accurate interpretation.

 4.0 ptsDoes Not Meet Expectations

Demonstrates a less than thorough understanding of the data making 3-5 mistakes in interpretation.

 2.0 ptsUnacceptable

Demonstrates a less than thorough understanding of the data making more than 5 mistakes in interpretation
10.0 pts
This criterion is linked to a Learning OutcomeUnderstanding of Concepts Involved
10.0 ptsExceptional

Demonstrates a remarkable understanding of the concepts involved

 8.0 ptsExceeds Expectations

Demonstrates a good understanding of the concepts involved.

 6.0 ptsMeets Expectations

Demonstrates a fair understanding of the concepts involved.

 4.0 ptsDoes Not Meet Expectations

Demonstrate a less than impressive understanding of the concepts involved.

 0.0 ptsUnacceptable

Demonstrates little if any of the concepts involved.
10.0 pts
This criterion is linked to a Learning OutcomeOrganization
10.0 ptsExceptional

Written work is exceptionally well organized with clear headings and subheadings. Tables and charts are especially clear.

 8.0 ptsExceeds Expectations

Written work is well organized with clear headings and subheadings. Tables and charts are easy to understand.

 6.0 ptsMeets Expectations

Written work is fairly well organized with some headings and subheadings lacking clarity. Tables and charts could use improvement

 4.0 ptsDoes Not Meet Expectations

Fair but some sections seem out of place. Some headings may be missing. Tables difficult to understand.

 0.0 ptsUnacceptable

Fair but some sections seem out of place. Some headings may be missing. Tables difficult to understand.
10.0 pts
This criterion is linked to a Learning OutcomeWriting Style, Grammar, Spelling and Formatting
5.0 ptsExceptional

Writing style is outstanding throughout the paper and appropriate for this type of paper. The plan has been thoroughly spellchecked and proofread. Almost no grammatical or spelling errors. No formatting errors.

 4.0 ptsExceeds Expectations

Writing style is uniform throughout the paper and appropriate for this type of paper. The plan has been thoroughly spellchecked and proofread. Some grammatical or spelling errors. Some formatting errors.

 3.0 ptsMeets Expectations

Writing style is somewhat choppy throughout the paper and not totally appropriate for this type of paper. A few spelling, proofreading, grammatical and formatting errors.

 2.0 ptsDoes Not Meet Expectations

There are noticeable spelling and grammatical errors. Some formatting errors.

 0.0 ptsUnacceptable

There are noticeable spelling and grammatical errors. Some formatting errors.
5.0 pts
This criterion is linked to a Learning OutcomeReferences
5.0 ptsExceptional

Material used in the writing of this report is extremely well referenced both within the document and on the reference page. References are very good. 4-5 references.

 4.0 ptsExceeds Expectations

Material used in the writing of this report is appropriately referenced both within the document and on the reference page. References are good. 2-3 references.

 3.0 ptsMeets Expectations

Material used in the writing of this report is referenced with minor errors, within the document or on the reference page. References are acceptable. 2 references

 2.0 ptsDoes Not Meet Expectations

Material used in the writing of this report is referenced with minor errors, within the document or on the reference page. References are acceptable. 2 references

 0.0 ptsUnacceptable

No citations or references, or references are of very poor/unreliable quality. 0 references. *plagiarism on the final draft of the case study can result in a 0 on the entire report!!!
5.0 pts
Total Points: 50.0

 
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