marketing assignment

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BUSI 107: MARKETING MANAGEMENT Marketing Application Exercise Due: Friday September 29, 2017 Conducting and Analyzing an Observation: This week we discussed research methods and their use and application in marketing. In conducting your own primary research it is vital that you not only collect the right data, but also analyze it appropriately. Interpretation of the data and the implication of the results is key to driving major decisions in a number of areas such as business, government, politics, and society. Your assignment this week is to collect your own data and provide an analysis of that data. Specifically, you are to conduct a 30 minute observation of any marketing context you choose. This can be done in any place of your choosing such as a location on campus, a coffee shop, a sporting event, a community event, etc… A participant observation will be fine as well. Make sure to take diligent notes on what you observe which may include behaviors and non-behaviors, facial gestures, the setting/environment, people (including staff), encounters, processes/rituals, etc… After your observation go through and analyze your data. Look for disjunctures and recurrences in the data and code them. What are key themes that arise in the data? What story does the data tell and why is it important? How can we use these insights? Write-ups should be no more than 3-pages, single spaced, 12 pt font, 1 inch margins. Attach your observation notes as well (if hand written notes, a photo or scanned document will do just fine). Upload your write-up to the assignment dropbox on Canvas by the start of class. The Ethnography Guidebook for MBAs posted on Canvas in Module 3 is a great guide for this assignment! Have Fun!
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INTRODUCTION
I conducted my research at a coffee shop in New York. I managed to observe at 6:00 pm
– 7:00 pm. I realized that the coffee shop located near a train station. Most of the customers were
couples and groups of friends. However, I also noted that some people visited the shop alone. In
such cases, some spent around ten minutes waiting for someone else to join them while others
spent their time alone and required no company. Several customers preferred plain coffee while
some preferred coffee with some snacks. Some of the customers bought coffee and snacks,
enjoyed the meal in a coffee shop while some ordered packed snacks and coffee, and left the
premises. Some customers were very happy, engaged their partner or friends in lively
conversations while some were very sad, and shared very little. At around 6:40 pm the shop was
full. Therefore, most people who visited the shop either bought snacks and left or left without
buying anything. It was worth noting that the coffee shop staff comprised of skinny women
dressed in matching red dresses. Customers had to wait for ten minutes or more to be served.
ANALYSIS
The location of the coffee shop allows a different group of customers to visit the shop.
The first group included people leaving work. Such people enjoyed coffee and snacks just before
they left for their homes. The second group included people who were just visiting the town.
They took a meal at the shop to satiate their hunger before they embarked on their tour in New
York City. The third group of people included the train station personnel. They spent their work
breaks at the coffee shop. The fourth group of people involved people who were meeting each
other for the first time. Customers who waited for a partner in the shop illustrated this. It
facilitated by the good proximity of the shop in New York City.
Customers who visited the shop as couples s...


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