Marketing 363 SIU: Term Projects

MP2
Gather data about target market. (20 points)

a. Identify and describe your target market in as much detail as possible. The quantity and quality of data you collect about your target market will make a difference in the score you receive.

b. Justify the target market by showing that it meets the following criteria: causality, substantiality, and accessibility. (more info)

c. If you are working with a business-to-consumers client then collect information about the target's demographics, psychographics, purchase habits, media habits, etc. Several sources will probably have to be consulted since no one source is likely to have all the information needed. (The best places to start looking for data are in Blackboard and right here.)

d. If you are working with a business-to-business client then the data you are expected to collect about the target will be very different. Please see Dr. Bruner for details (but don't wait until the last minute to do that).

e. It can help your score if you create some tables, charts, and/or diagrams from the data you have found. Show us that you have the skill to interpret the data and use software to make it professional-looking. That is a valuable skill to have in the job market.

f. You should gather information about the target market from many sources. These sources could include such things as books, articles, websites, annual reports, personal interviews, and personal observation. Turn in at least one page copied from three of those sources to prove that they really exist and that you have used them. Other sources can simply be cited in the paper but in all cases make sure their relevance to understanding the target is discussed; don't just cite something or attach a page of numbers.

g. Citations made within the body of the paper can be abbreviated, e.g., (Bruner 2009). However, at the end of the paper there should be a separate reference page that has full citation information for ALL of the non-original sources you drew upon. We expect for there to be something like 5 to 10 references. Any professionally accepted citation method may be used as long as enough information is provided to allow another person to locate the source.

h. Turn MP2 into us in the same folder you should have used for MP1. The folder should include not only MP2 but also the group sheet (with contact info) and MP1 (the one which was graded and has our comments written on it.) If these things are not in the folder then points may be deducted from your score.

i. If you would like to see some projects that were submitted in previous semesters, look under Course Content in Blackboard.

Comments: Dr. Gordon C. Bruner II