This requirement is for a weekly written assignment. Due to unbelievable
workload and other commitments, I am finding it really hard to meet this
week’s commitments. The prompt is as follows:
You’ll be conducting brief interviews to find out how people feel about
“Marketing” these days! See if you can find out if they have “positive” or
“negative” attitudes about Marketing. Try to get at least a couple of
company/brand name examples from them.
(Suggested length: @ 2-4 pages. Use APA with sources/citations – 150
Points!!). Start with Part One first, and do your interviews.
PART ONE: (Conduct your Interviews – take notes!)
Conduct three or four in-depth interviews with college students or co-
workers who are not business majors. You will be conducting an
investigation of the associations that your college students or co-workers
make with the word MARKETING. You can ask students to bring a few images of
any type (pictures, cutouts from magazines) that most essentially picture
what they think marketing is all about. You may also conduct a word
association exercise with the students. (**Recommended questions for your
respondents: 1) do you have one or two examples of companies/organizations
that you feel conduct good ethical marketing? Explain. 2) Provide one or
two examples of companies/organizations that do “not” conduct good ethical
marketing. Explain.)
During the interview, you may want to tell informants that you are an alien
from another planet and have never heard of marketing. (Team, our course
developers truly have a great sense of humor, here!!)
Optional: Based on your interviews, develop a diagram that shows the
concepts that students/co-workers relate to marketing. (Diagram is
“Optional” – not needed).
Proceed to Part TWO Below: (refer to your notes from your interviews)
PART TWO: (2-4 page APA Paper on the results of your interviews and discuss
the bullet points below):
What did you learn about how college students or co-workers view Marketing?
Were you surprised at your own findings? Summarize your findings in 1 – 2
pages.
Lastly, in 1 – 2 pages, try to briefly discuss one of the topics below (A
or B). Can you relate any of these concepts to your surveys, or draw a few
conclusions from answers given by your respondents?
A) Explain the difference between testing for significant differences and
testing for association.
B) Explain the difference between association/correlation and causation.
See the video link below on “Causation.” It also discusses “Correlation.”
It’s a fun video, retrieved from youtube.com (2013). Did any of your
respondents feel that negative advertising, for example, “caused” them to
have a negative attitude toward Marketing? (See the video below on
Causation/Correlation from: youtube.com, 2014)
https://www.youtube.com/watch?v=eSeWUwRea6A
Conclusions / recommendations: Can you make one or two recommendations to
the management of one of the company examples from your interviews? For
example, if any of your respondents cited some “negative” Marketing
examples of companies or brands, is there anything they could do better in
their Marketing efforts, or do some type of research to get a better
understanding why consumers might view them negatively?
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