Download Group Learning Activity #3 -- Mind/Metrics

Consumer Behavior
[MKTG301; Dr. Carter]
*** LEARNING ACTIVITY #3 (10 points) – Awareness of Market Data-Metrics ***
(Complete as a Group of 5 max or Individually)
>>> DUE SATURDAY OCTOBER 31ST BY EMAIL @ 11:59pm <<<
INTRODUCTION
This Learning Activity #3 serves as bridge between Section 1 of the course dealing with Individual Consumers/Customers
and Section 2 of the course addressing Aggregate Consumers/Customers. The focus of Section 2 is on “Data-Metrics” to
analyze the “Decision-Making” patterns learned in Section 1, but for aggregate market profiles called “Target market
Segments.” This assignment allows you to APPLY CONCEPTS from chapter 4 of the workbook on Marketing Research that
reveal how “Data-Metrics” are used to align marketers’ minds with consumers’ minds. In addition, the assignment helps
you explore future digital marketing platforms that apply Marketing Decision Support Systems (MDSS).
INSTRUCTIONS
1.
Read the “Mind-to-Metrics-to Mind Alignment Model” description in chapters 3 and 4 of the Test-Drive Marketing
workbook (you can search with the phrase “Mind-to-Metrics-to-Mind” to locate relevant study content).
2.
COMPLETE the “Practical Exercises” questions #4 and #7 on page 61 of the workbook.
*Length:
Question #4: Approximately 7 - 9 sentences/bullets for part “a” and 7 – 9 sentences/bullets for part “b” (with no maximum)
Question #7: Approximately 7 - 9 sentences/bullets for part “b” (only part “b” requires a response).
Format:
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Document:
Spacing
Font:
Margins:
Headings:
Content:
Group Input:
Microsoft Word
Double-spaced
Times 12”
1” all sides (normal)
Use marketing concept headings from Learning Activity questions above
Text/words and may also include diagrams and tables
Use a table on the last page to indicate the percentage (%) contributed by each group member