1. Consumer Behavior Term Project

2. It is a Market Research Project! You need to identify and to clearly state a problem to be solved (1). You need to run a market research that should help you to solve the issue (secondary and primary data) (2) You need to use your results to make clear and practical recommendations (3).

3. Problem Statement (1) Broad issue if you want but specific questions. There has to be a problem or interrogation ! No description. Your questions dictates the rest of the study. Be precise.

4. Market Research (2) Always start with secondary data analysis. Clearly define what your population of interest is and how you choose your sample. If multiple methods (qualitative and quantitative), think about the order and the information sought. Carefully choose format and questions content. Once the data collected, turn them into usable information. Carefully analyze data using software and/or qualitative methods (turn in the data with your final work).

5. Recommendations (3) Remember that you work for a specific company, it has a critical impact on your recommendations. Always use data to justify recommendations. Your plan of action may not focus only on the communication aspect, never forget the 3 other Ps of the marketing mix (depending on your product).

6. Final Report Format in the guidelines. Problem-Solving approach: Clear positioning and rationale, precise information with explanations when needed but no philosophical essays…maybe in the conclusion. Much more detailed than the presentation.