MKTG$396$v$9$ Assignment $1$: Annotated Bibliography

Assignment $1$ is worth $15\%$ of your overall course grade. You should start working on this assignment after completing Lesson $6.$ Pay particular attention to the videos available on the Lesson $6$ Readings and Key Terms page.

The purpose of this assignment is twofold. First, this assignment will encourage you to think critically about the quality of the sources that you will be including in your second assignment. Second, this assignment will enable you to receive feedback from an Academic Expert regarding the quality of the sources that you have found during your literature review. This will help you to better understand which sources you should include and which sources which sources you should exclude.

As the two course assignments are parts of the same project, you should familiarize yourself with the requirements of Assignment $2$ before beginning work on Assignment $1.$

Please note that you may be required to resubmit Assignment $1$ before moving on to Assignment $2.$ Pay close attention to the feedback you receive on this assignment, as your success in Assignment $2$ is closely linked to the quality of the sources you use.

Getting Started

Your first step will be to select a physical product that would be purchased by a household consumer $($not a business$).$ Products that are high$-$involvement purchases work better for this assignment. $($Note: High$-$involvement purchases use an extended problem$-$solving purchase process and are covered in Lesson $4.)$

The product that you select needs to be a specific brand and model, as in the example below:

Product Category Brand Model

Car Honda CRV

Please reach out to your Academic Expert through the Student Support Centre if you are unsure whether the product you have in mind would meet the requirements for this project.

Requirements

Your submission should include the following:

$1.$ Title page: Include the assignment name, course title, your name, and your student I.D$.$number.

$2.$ Content: Include your list of $10$ annotations. $($See details on annotations below.$)$

$3.$ Reference page: Include a full reference list of your $10$ sources, in APA format and sorted alphabetically.

Submit your assignment for grading on the Assignment $1$ submission page.

Grading

This assignment will be marked on a pass$/$resubmit basis, providing you with an opportunity to receive feedback from an Academic Expert. In fact, you are encouraged to seek assistance and may go back and forth a few times before submitting a satisfactory assignment. This is intended as a learning opportunity, so you will not be penalized for requiring additional support.

If your submission meets the requirements, you may proceed to working on Assignment $2.$

If your submission does not meet the requirements, your Academic Expert will provide feedback and ask that you revise and resubmit. You will not be able to submit Assignment $2$ until you have received a pass on Assignment $1.$

Finding Sources

Before beginning your search, you should have completed all the readings and learning activities for Lesson $6$ and selected your product for this project.

Your annotated bibliography should include sources of information on demographic, psychographic, and behavioural characteristics of the high$-$volume consumers of your product. Do not worry about geographic characteristics in your annotated bibliography; you will add these details in Assignment $2.$

Do not expect to access only a single database or find a comprehensive consumer profile for a particular product from a simple Internet search. The challenge of this project comes from searching for and evaluating bits and pieces of information that you will fit together to build your consumer profile. More information on evaluating sources for quality is provided below.

Your first stop should be the Athabasca University Library, which offers tutorials, webinars, and other supports to help you find appropriate scholarly sources. You should also conduct a broad web search to discover professional and applied sources of data.

Troubleshooting

When you begin searching for the characteristics of those who are the high$-$volume buyers for your product, you may find that no data is available or that it is extremely limited$.$

Sometimes you can find consumer data for a competitor$$s brand in the same product category. For example, both the Honda CRV and the Toyota Rav are in the category of compact crossover SUVs. Therefore, if your product is the Honda CRV$,$ you can also use Toyota Rav data. If you do this, make sure to mention that you are generalizing data from one brand to another.

If you continue to have difficulty locating quality sources, you may need to select a new product. This is one of the reasons you should begin working on this assignment as soon as possible!

Source Quality

A high$-$quality source is one that is founded in research or solid reasoning, rather than an unsubstantiated opin