Assignment
2: Understanding Customers’ Value Needs (20%) - Instructions and Submission
Introduction
Assignments have been designed to
help you integrate and apply the marketing concepts, terms, and information you
have learned up to this point. These concepts provide a foundation on which
other course concepts are built. Assessing your comprehension will help ensure
that you are on track to successfully complete the course. This assignment is
worth 20% of your final grade in the course.
Page limit: 8-9 pages of new writing,
plus 2 pages for the SWOT = 10-11 pages max.
2.1:
Market Research Concepts (20 marks)
Suggested time: 2.5 hours
Length: Please write your response in essay format
and limit your response to 2 pages using 1.5 line-spacing. If you need to
include a table, attach it as an exhibit or appendix and summarize your
findings in the body of the assignment.
Final Mark: This assignment is worth 20% of your final mark.
Assessment: This part of the assignment will be assessed
using the following criteria:
·
Demonstration
of ability to navigate the Statistics Canada website to retrieve the requested
information.
·
Critical
assessment (advantages and disadvantages) of the use of Statistics Canada data
for market segmentation and strategy development.
Statistics Canada is a key source of
secondary data in Canada, particularly for basic demographic information on
Canadian cities and regions. Using both Statistics
Canada data and
any other data you can find on the Internet, develop a report on a Canadian
city of your choice that answers these questions:
A.
What
is the total population of the city? (2 points)
B. Using means (averages), frequencies (number of
people), and percentages provided by Statistics Canada describe: (8 points)
o
The
population of the city in terms of age, income, education, ethnic background,
marital status, occupation, and housing
o
The
demographic characteristics of the entire Canadian population
o
The
most significant thing you learned from this exercise
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