Assignment Instructions – For this assignment, you will conduct 3 interviews relating to recent purchases. First, create a set of interview questions relating to recent consumption behaviors. You must create at least 5 questions but may include more if you prefer. These questions can relate to any aspect of the consumption experience; for instance, you may want to ask about motivations for purchasing, cost considerations, brand considerations, conditions impacting the purchase, or post-purchase satisfaction. For each interview, record what item(s) were purchased and the approximate cost of each item, and record answers to your questions.
Next, complete a 5-page analysis of these interviews. For instance, examine trends among the 3 individuals you interview, or explore their differences. Use individuals’ interview responses to provide evidence for your analysis. Discuss if these consumption patterns are typical of many consumers or unique to those you interviewed. The point is to conduct a qualitative research investigation to gain insight into consumers’ behaviors. Use the paper as a vehicle to communicate what you learn and use your interviews as supporting evidence for your assertions.
Submission Requirements – The specific requirements for each submission are outlined below; you will not receive full credit if these requirements are not met.
For each assignment, submit a Word file named using the course number, the professor’s last name, meeting time, and your last name ( MKTG3433_Lezon_530_Lawall.docx).
On the first line of the document, include the course number, professor’s last name, and meeting time ( MKTG 3433, Lezon, 5:30 PM).
On the second line of the document, include your full name, UARK email (Do not provide a gmail or any other email address), and student ID number.
On the same page, provide a list of your interview questions.
On the same page, provide basic information for each interview. Include what item(s) were purchased and the approximate cost of each item.
Start a new page for your analysis. Your analysis may not be less than or exceed 5 pages. The interview questions/summaries do not count toward this page limit.
All submissions should be 12 point font, Times New Roman, 1” margins, double-spaced.
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