Q Introduction The purpose of the Core Assessment is to introduce students to database analysis in consumer behavior, and decision making based on data (CLO 2, 3, 4 & 5). Students will: • Use the Student Data File located in the student file folder. • Analyze the data and explain the marketing implications as it relates to using customer profiles for future marketing strategy. Directions Use the DDB Life Style StudyTM DataDownload DDB Life Style StudyTM Data located in the student data files to analyze the following questions: 1. Examine the DDB data in Tables 1B through 7B. What characterizes someone who wants to look a little different from others? Which factors contribute most? Which of McGuire’s motives does this most relate to and what are the marketing implications of your findings? 2. Some people feel (and act) more self-confident than others. Based on the DDB data (Tables 1B through 7B), what factors are most characteristic of highly confident individuals? Which of the Big Five personality dimension does self-confidence relate most to and what are the marketing implications of your findings? Using the questions provided, please write a 2-3 page report (in essay format) detailing your analysis of the case. Use the following format: o Double-spaced Microsoft Word document using 1 inch left and right margins. o Formatted following APA formatting rules. o Integrate Consumer behavior theory from the textbook and other sources. o Provide a reference page and in-text citations. o Enter page numbers on all pages, including the first page. o Spell check and proofread your report Due Date Submit by Sunday 11:59 PM CT Rubric DDB Case Analysis DDB Case Analysis Criteria Ratings Pts This criterion is linked to a Learning OutcomeSummary of Case 10 pts Excellent Exceptional summary of case, thoroughly discussing all relevant points. 8 pts Proficient Provides a thorough summary of case, mentioning all relevant points. 7 pts Sufficient An adequate summary of the case, mentioning most of the relevant points. 6 pts Developing Leaves out 1-2 important aspects of the case demonstrating a less than thorough understanding of the case. 5 pts Needs Improvement Leaves out 3 or more important aspects of the case demonstrating a less than thorough understanding of the case. 10 pts This criterion is linked to a Learning OutcomeInterpretation of Data 10 pts Excellent Demonstrates outstanding understanding of the data with accurate interpretation. 8 pts Proficient Demonstrates a thorough understanding of the data with accurate interpretation. 7 pts Sufficient Demonstrates a passable understanding of the data with mostly accurate interpretation. 6 pts Developing Demonstrates a less than thorough understanding of the data making 3-5 mistakes in interpretation. 5 pts Needs Improvement Demonstrates a less than thorough understanding of the data making more than 5 mistakes in interpretation. 10 pts This criterion is linked to a Learning OutcomeUnderstanding of Concepts Involved 10 pts Excellent Demonstrates a remarkable understanding of the concepts involved. 8 pts Proficient Demonstrates a good understanding of the concepts involved. 7 pts Sufficient Demonstrates a fair understanding of the concepts involved. 6 pts Developing Demonstrate a less than impressive understanding of the concepts involved. 5 pts Needs Improvement Demonstrates little if any of the concepts involved. 10 pts This criterion is linked to a Learning OutcomeOrganization 10 pts Excellent Written work is exceptionally well organized with clear headings and subheadings. Tables and charts are especially clear. 8 pts Proficient Written work is well organized with clear headings and subheadings. Tables and charts are easy to understand. 7 pts Sufficient Written work is fairly well organized with some headings and subheadings lacking clarity. Tables and charts could use improvement. 6 pts Developing Fair but some sections seem out of place. Some headings may be missing. Tables difficult to understand. 5 pts Needs Improvement Fair but some sections seem out of place. Some headings may be missing. Tables difficult to understand. 10 pts This criterion is linked to a Learning OutcomeWriting Style, Grammar, Spelling and Formatting 5 pts Excellent Writing style is outstanding throughout the paper and appropriate for this type of paper. The plan has been thoroughly spellchecked and proofread. Almost no grammatical or spelling errors. No formatting errors. 4 pts Proficient Writing style is uniform throughout the paper and appropriate for this type of paper. The plan has been thoroughly spellchecked and proofread. Some grammatical or spelling errors. Some formatting errors. 3 pts Sufficient Writing style is somewhat choppy throughout the paper and not totally appropriate for this type of paper. A few spelling, proofreading, grammatical and formatting errors. 2 pts Developing There are noticeable spelling and grammatical errors. Some formatting errors. 1 pts Needs Improvement There are noticeable spelling and grammatical errors. Some formatting errors. 5 pts This criterion is linked to a Learning OutcomeReferences 5 pts Excellent Material used in the writing of this report is extremely well referenced both within the document and on the reference page. References are very good. 4-5 references. 4 pts Proficient Material used in the writing of this report is appropriately referenced both within the document and on the reference page. References are good. 2-3 references. 3 pts Sufficient Material used in the writing of this report is referenced with minor errors, within the document or on the reference page. References are acceptable. 2 references. 2 pts Developing Material used in the writing of this report is referenced with minor errors, within the document or on the reference page. References are acceptable. 2 references. 1 pts Needs Improvement No citations or references, or references are of very poor/unreliable quality. 0 references. *Plagiarism on the final draft of the case study can result in a 0 on the entire report! 5 pts Total Points: 50 PreviousNext