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MKT 345 Module Four Short Paper Guidelines and Rubric

Overview: For this assignment, due in Module Four, you will submit a brief 1- to 2-page paper in which you first analyze the various stages of the consumer
buying process and then develop 8 to 10 survey questions that can be used when evaluating a purchase decision for a product. This assignment will help prepare
you for your Milestone Two presentation on the consumer buying process.

Prompt: First, read the article Consumer Buying Process and watch the video 7 Tips for Good Survey Questions. In a brief 1- to 2-page paper, address the
following:

 Which stage of the consumer buying process do you believe leads most directly to a consumer’s purchase decision? Explain your reasoning.

 How does an understanding of these stages help companies determine consumers’ different influences and motivations in making purchases?

 Which survey questions should you ask in order to obtain the most important and relevant information for your selected market segment for the final
project? Include 8 to 10 sample questions.

 How will the survey be administered? How will results be collected?

 Justify your use of the survey: Why does the survey need to be conducted? What are you trying to answer with the survey? Be sure to discuss
demographic profiling and the type of scale used.

Cite from the article, the video, and other research to support your responses.

Specifically, the following critical element must be addressed:

I. Describe the stages of the consumer buying process that lead to a purchase decision and examine how an understanding of these stages informs a
company’s marketing campaign.

II. Create 8 to 10 survey questions that target a specific market segment for a consumer product, and describe how the survey will be conducted.

https://toughnickel.com/starting-business/Stages-of-the-Consumer-Buying-Process

Rubric
Guidelines for Submission: The short paper should follow these formatting guidelines: 1–2 pages in length, double spaced, 12-point Times New Roman font,
one-inch margins, and citations in APA style.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Stages of Consumer
Buying Process

Meets “Proficient” criteria and
description contains original
ideas that provide clear insight
into the stages of the
consumer buying process

Describes the stages of the
consumer buying process that
lead to a purchase decision and
examines how an
understanding of these stages
informs a company’s marketing
campaign

Describes the stages of the
consumer buying process that
lead to a purchase decision but
does not sufficiently explain
how an understanding of these
stages informs a company’s
marketing campaign

Does not describe the stages of
the consumer buying process
that lead to a purchase
decision

40

Survey Questions Meets “Proficient” criteria and
survey questions are well
developed and relevant to the
particular consumer product

Includes 8 to 10 survey
questions that target a specific
market segment for a
consumer product, and
describes how the survey will
be conducted

Includes 8 to 10 survey
questions that target a specific
market segment for a
consumer product, but does
not sufficiently describe how
the survey will be conducted

Does not include 8 to 10 survey
questions that target a specific
market segment for a
consumer product

40

Articulation of
Response

Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented
in a professional and easy-to-
read format

Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization

Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact
readability and articulation of
main ideas

Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas

20

Total 100%