McGill University

McGill University
Faculty of Management

CONSUMER BEHAVIOUR MRKT 452

GROUP RESEARCH PROJECT (30%):

Students will form groups of 4 - 5 and will conduct an in-depth study of the consumer behaviour of any consumer product or service considered to be a high involvement purchase decision. A questionnaire will be developed and distributed to 100 respondants. Results will be tabulated and presented in both an in-class PowerPoint presentation and a written report. The questionnaire should be developed according to the Research Questionnaire Outline included in this document. The PowerPoint presentation will account for 33% of the grade and the written report 67%.

Cell phones perception in the Canadian Market:

You should present your hypotheses, your key findings, other interesting findings, missing information and assumptions, and the marketing strategies. The presentations are graded on the following criteria: creativity, originality, persuasiveness, clarity, professionalism and content.