MKTG 381: Group Assignment #1: Using Secondary Data

A consumer analysis is a common exploratory research approach to identify a company's target consumers and understanding their needs and their attitudes towards a specific brand or product. This exercise is designed to help you learn how to execute a consumer analysis using secondary data as an exploratory research approach. It is not the only exploratory research approach, but it is common and useful.

This assignment is designed to integrate with the Market Analysis phase of the Behavioral Analysis of a Competitive Market Project in Consumer Behavior (MKTG 382). The market and consumers being analyzed in this assignment will be the same as the industry that the MKTG 382 client is involved in. When you see the term, "client" it refers to the company you are working on in MKTG 382. The sources and data you find and gather for this assignment can and should be used in the Behavioral Analysis project in MKTG 382 wherever it is applicable.