MKT342 Project

Group Project:

You will form your own groups, with whom you will be working the duration of the term. The assigned topic below is relevant to current issues in consumer behavior.

Before each group proceeds in their research, they must submit a Research Outline to the professor for his approval. Upon receiving approval, the group may commence their study.

The paper must not be just a simple book review or opinion piece; rather, it is expected that students will conduct their research in scholarly journals, trade journals, and other works that are respected in the field.

Each group must submit two (2) copies of the Research Paper, which must conform to the following requirements:

  • The paper must be typed on a computer and printed on a laser printer or high-quality ink jet printer.
  • The paper must be double-spaced, using one-inch margins on all sides, with 12-point type.
  • The paper must include a cover page (with title and group member names), and text (not to exceed 20 pages). Optional exhibit pages are allowed in any quantity, as long as they are referenced in the text of the paper.
  • A References section must be included that lists all references cited in the text of the paper. The References section must also contain photocopies of ALL documents, websites, etc., used as resources.

Both copies of your paper are due in my office not later than 5 pm Central Time on Monday 26 April 2004.

Your paper will address the following topic: The diffusion and adoption of new personal electronic devices. Specifically, I wish for you to examine how DVD players, iPods (and similar devices), HDTVs, and satellite radio have been introduced (their marketing efforts, etc.), how many people have bought into these products (as of Spring 2004), how these products change the ways we once did familiar tasks and activities, and a forecast of how deep market penetration will be. Be sure to discuss why some people adopt these devices, while others do not. Also identify the types of people who are early adopters, in the middle majority, and then laggards or those never to adopt.

Be sure to address the broader issue of change, since each of these new products changes the way consumers use entertainment device, communicate, take notes, etc.

This should be a fun project, because it pertains to products that many of you already own. There is an abundant amount of information available. You will find many websites and printed articles discussing these phenomena, but you will also need to examine the CB literature for better theoretical understanding of the new product adoption process.

 

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