IntroductionThe purpose of the Core Assessment is to introduce students to database analysis in consumer behavior, and decision making based on data (CLO 2, 3, 4 & 5). Students will:Use the Student Data File located in the student file folder.Analyze the data and explain the marketing implications as it relates to using customer profiles for future marketing strategy.DirectionsUse the DDB Life Style StudyTM Data located in the student data files to analyze the following questions:Using the DDB data (Tables 1B through 7B) describe the major determinants of the following search-related behaviors and beliefs. What are the marketing implications?Consult consumer reports before making major purchasesInformation in advertising helps me make better decisionsSome consumers feel more technology savvy than others. Examine the DDB data in Tables 1B through 7B to determine what characterizes one who is likely to feel tech savvy.Using Table 3B, specifically examine the relationship between consumer perceptions of being tech savvy and the two search-related variables in Question 1. What are the relationships and implications?Using the questions provided, please write a 2-3 page report (in essay format) detailing your analysis of the case. Use the following format:Double-spaced Microsoft Word document using 1 inch left and right margins.Formatted following APA formatting rules.Integrate Consumer behavior theory from the textbook and other sources.Provide a reference page and in-text citations.Enter page numbers on all pages, including the first page.Spell check and proofread your reportRubricDDB Case AnalysisDDB Case AnalysisCriteriaRatingsPtsThis criterion is linked to a Learning OutcomeSummary of Case10.0 ptsExceptionalExceptional summary of case, thoroughly discussing all relevant Points8.0 ptsExceeds ExpectationsProvides a thorough summary of case, mentioning all relevant points6.0 ptsMeets ExpectationsAn adequate summary of the case, mentioning most of the relevant points. Maximum points4.0 ptsDoes Not Meet ExpectationsLeaves out 1-2 important aspects of the case demonstrating a less than thorough understanding of the case.2.0 ptsUnacceptableLeaves out 3 or more important aspects of the case demonstrating a less than thorough understanding of the case.10.0 ptsThis criterion is linked to a Learning OutcomeInterpretation of Data10.0 ptsExceptionalDemonstrates outstanding understanding of the data with accurate interpretation8.0 ptsExceeds ExpectationsDemonstrates a thorough understanding of the data with accurate interpretation6.0 ptsMeets ExpectationsDemonstrates a passable understanding of the data with mostly accurate interpretation.4.0 ptsDoes Not Meet ExpectationsDemonstrates a less than thorough understanding of the data making 3-5 mistakes in interpretation.2.0 ptsUnacceptableDemonstrates a less than thorough understanding of the data making more than 5 mistakes in interpretation10.0 ptsThis criterion is linked to a Learning OutcomeUnderstanding of Concepts Involved10.0 ptsExceptionalDemonstrates a remarkable understanding of the concepts involved8.0 ptsExceeds ExpectationsDemonstrates a good understanding of the concepts involved.6.0 ptsMeets ExpectationsDemonstrates a fair understanding of the concepts involved.4.0 ptsDoes Not Meet ExpectationsDemonstrate a less than impressive understanding of the concepts involved.0.0 ptsUnacceptableDemonstrates little if any of the concepts involved.10.0 ptsThis criterion is linked to a Learning OutcomeOrganization10.0 ptsExceptionalWritten work is exceptionally well organized with clear headings and subheadings. Tables and charts are especially clear.8.0 ptsExceeds ExpectationsWritten work is well organized with clear headings and subheadings. Tables and charts are easy to understand.6.0 ptsMeets ExpectationsWritten work is fairly well organized with some headings and subheadings lacking clarity. Tables and charts could use improvement4.0 ptsDoes Not Meet ExpectationsFair but some sections seem out of place. Some headings may be missing. Tables difficult to understand.0.0 ptsUnacceptableFair but some sections seem out of place. Some headings may be missing. Tables difficult to understand.10.0 ptsThis criterion is linked to a Learning OutcomeWriting Style, Grammar, Spelling and Formatting5.0 ptsExceptionalWriting style is outstanding throughout the paper and appropriate for this type of paper. The plan has been thoroughly spellchecked and proofread. Almost no grammatical or spelling errors. No formatting errors.4.0 ptsExceeds ExpectationsWriting style is uniform throughout the paper and appropriate for this type of paper. The plan has been thoroughly spellchecked and proofread. Some grammatical or spelling errors. Some formatting errors.3.0 ptsMeets ExpectationsWriting style is somewhat choppy throughout the paper and not totally appropriate for this type of paper. A few spelling, proofreading, grammatical and formatting errors.2.0 ptsDoes Not Meet ExpectationsThere are noticeable spelling and grammatical errors. Some formatting errors.0.0 ptsUnacceptableThere are noticeable spelling and grammatical errors. Some formatting errors.5.0 ptsThis criterion is linked to a Learning OutcomeReferences5.0 ptsExceptionalMaterial used in the writing of this report is extremely well referenced both within the document and on the reference page. References are very good. 4-5 references.4.0 ptsExceeds ExpectationsMaterial used in the writing of this report is appropriately referenced both within the document and on the reference page. References are good. 2-3 references.3.0 ptsMeets ExpectationsMaterial used in the writing of this report is referenced with minor errors, within the document or on the reference page. References are acceptable. 2 references2.0 ptsDoes Not Meet ExpectationsMaterial used in the writing of this report is referenced with minor errors, within the document or on the reference page. References are acceptable. 2 references0.0 ptsUnacceptableNo citations or references, or references are of very poor/unreliable quality. 0 references. *plagiarism on the final draft of the case study can result in a 0 on the entire report!!!5.0 ptsTotal Points: 50.0
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