UNIT IV MKT 8301

 Think about an industry in which you are  interested that sells products/services directly to consumers  (business-to-consumers or B2C). You will take on the role of an  entrepreneur starting a new business in this industry. As the goal of  any business is to fulfill the needs of their target market leading to a  profitable existence, it is in your best interest to have a good  understanding of the needs of your potential target market. In an effort  to do this, complete the following:

  1. Introduce the business that you are starting, including the  industry, product/service offered, and a description of the target  market.
  2. Develop a questionnaire for assessing customer preferences  within this industry. Review the pointers in this unit’s lesson as you  compile your questionnaire.
  3. After each question, explain the rationale for the question.  Why would the responses to this question assist the marketer in  understanding the customer?
  4. At the end of the questionnaire, describe the sampling process that might be used. Why would you use this sampling process?

The assignment should be completed  in at least three pages. Do not use a question-and-answer format;  instead, use an es sayformat with subheadings to separate sections. The  questionnaire should include at least 15 questions with four  multiple-choice responses for each question. Think about demographics of  your respondents as well as specific questions on the topic. Adhere to  APA Style when constructing this assignment, including a title page.  Please note that outside sources, a reference page, and an abstract are  not required. Note: In your Unit VI Assignment,  you will be asked to distribute this questionnaire to at least 15  respondents in hopes that 10 will respond. Your goal will be to analyze  the results provided by an online survey tool. It would be wise to begin  creating this list of respondents before you get to Unit VI to be  better prepared for the assignment.

UNIT III CASE STUDY MKT 8301

 

(Continuation) Wendy’s: History and Life After Dave Thomas

Review the case you read in Unit I,  starting on page 761 of your textbook. After reviewing the case,  address the following topics.

  1. Discuss the role of experimentation in helping Wendy’s determine its optimal level of advertising expenditures.
  2. Evaluate the use of primary type scales in measuring consumer  preferences for fast-food restaurants, and differentiate nominal,  ordinal, interval, and ratio scales.
  3. Compare and contrast the use of Likert, semantic  differential, and Stapel scales in measuring consumer preferences for  fast-food restaurants.

This assignment should be completed  in at least two pages. You must utilize two scholarly, peer-reviewed  journal articles to support your responses, one of which must come from  the CSU Online Library. Adhere to APA Style when constructing this  assignment, including in-text citations and references for all sources  that are used. Please note that no abstract is needed.

"Our Prices Start at $11.99. As Our First Client, Use Coupon Code GET15 to claim 15% Discount This Month!!":

Get started