CONSUMER INTERVIEW: As a newly minted Consumer Behavior Researcher your assignment is to conduct an ...

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CONSUMER INTERVIEW: As a newly minted Consumer Behavior Researcher your assignment is to conduct an interview (about 30 minutes in length) with a person (respondent) who is not a member of your family. The respondent needs to be qualified to participate. In other words, you are looking for a respondent who has recently purchased a product priced at more than $50.  Your goal is to understand why the interviewee purchased this particular product/brand, and to understand the product’s “place” in the consumers’ life. Probe for segmentation variables that cannot be observed which represent all four bases of segmenting variables. Spend most of your time during the interview probing/researching external influences that shaped this particular purchase (influences like family, culture, and social class SEE Week 3 for a  thorough list, these are the forces that need to be applied to limit the focus/scope of the assignment).   Do not ask directly about External Influencers, it is our job (as CB researchers) to apply such from the respondents answers to broad open-ended questions.  Come to the interview with questions pre-prepared.  Also be ready to ask questions in an impromptu follow-up manner that may help uncover insights to the external impacts (Consumer Behavior related) that were components of the purchase.  To formulate questions, read the resources from WEEK 3 and learn about what each possible External Influence is.  Then, formulate and tailor questions to try to uncover if they are present in the purchase.