*This assignment was adapted by Elizabeth Taylor Quilliam from Alice Kendrick (2008), “Seven Exercises,” in Readings in Account Planning,
Hart Weichelbaum, executive editor.
INSTRUCTIONS
–
what
you
will
do
• Identify
the
behavior,
process,
consumer
experience,
or
question
you
want
to
address.
Be
specific.
For
example,
if
you
have
never
colored
your
hair,
you
might
examine
hair
coloring.
Or
if
you’ve
never
shaved
you
may
want
to
analyze
behaviors
around
shaving
facial
hair.
• Determine
your
target
and
identify
interviewees.
Again,
be
specific
and
precise
so
you
have
a
homogenous
group.
For
example,
you
may
choose
to
interview
people
who
regularly
dye
their
hair,
or
men
who
shave
daily.
• Write
a
series
of
screening
questions
to
qualify
your
participants,
based
on
the
first
two
steps.
• Write
your
interview/discussion
guide.
• Conduct
5
individual,
in-‐person
interviews.
• Analyze
your
data.
• Write
your
final
report.
CONTENT
–
What
your
report
must
include
(18
points)
1. Study
Objectives
(what
did
you
want
to
learn
about,
and
why?)
2. Method
–how
you
selected
participants,
how
you
gathered
information
3. Findings
–what
you
learned,
based
on
the
answers
provided
in
the
interviews.
This
is
where
you
summarize
the
data
and
offer
your
INSIGHTS
4. Summary
and
conclusions,
including
suggestions
for
further
research
5. Attach
your
screening
questions
and
interview
guide
FORMAT
–
What
your
report
must
look
like
(2
points)
• Use
Times
Roman
or
equivalent
12-‐point
font,
1”
margins,
double-‐spaced
• Be
sure
to
include
your
name,
PID,
course
name,
section
number,
and
date.
• Your
report
should
be
4
-‐
5
pages,
not
including
attachments,
stapled.
• Correct
grammar,
spelling,
and
punctuation
are
required
and
points
will
be
deducted
for
errors.
EVALUATION
–
How
your
report
will
be
graded
Assignments
will
be
graded
based
on
adherence
to
all
requirements,
thoroughness
of
answers,
accuracy,
and
creativity.
ADV
342
ASSIGNMENT
#2.
Individual
assignment,
20
points
Due
by
3
p.m.,
November
30,
2015
Account
planners
need
to
use
a
variety
of
techniques
to
understand
consumers.
This
assignment
is
intended
to
help
you
sharpen
one
of
those
techniques.
You
will
try
to
understand
something
you’ve
never
done
by
interviewing
people
who
do
conduct
the
behavior.
You
are
going
to
study
behaviors,
language,
motivations,
and
issues
associated
with
product
usage
or
behavior
that
you
do
not
engage
in
yourself.
YOUR
CHALLENGE
You
will
explore
something
new
and
learn
to
think
like
someone
who
is
different
from
you.
Immerse
yourself
in
something
with
which
you
have
no
experience.
Identify
the
desired
product
usage
or
behavior
that
you
wish
to
study
and
find
five
people
who
do
engage
in
that
behavior
or
use
that
product.
Then
interview
them
and
report
your
insights.
