|MKTG420-1301B-01 Market Segments|
|Assignment Name:||Unit 3 Individual Project|
|Deliverable Length:||8â€“10 pages|
Building the Research
The survey results that you used in the Unit 2 Individual Project came from Zeithaml, Parasuraman, and Berry’s SERVQUAL instrument. You will need to learn more about the survey and how it was constructed, and develop a research study using the survey.
Part 1: Research the Survey
Part 1 of the individual project should be 1 page. Be sure to cite your resources.
Part 2: Connecting Service Quality and Segmentation
Part 2 of the Individual Project should be 2 pages and should mostly be from at least 3 articles in AIU’s full-text databases. Be sure to cite your resources.
Part 3: Analyzing the Data
Use the small set of data that has been collected from the brand-loyal customers of stores 1 and 2 that you provided in the Unit 3 IP Template ZIP file. Complete the following:
Part 3 of the Individual Project will vary in length based on the size of the Excel output. Be sure to cite your resources.
Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8â€“10 pages in length.
Click on Student Expectations to view the expectations for this assignment.
Please submit your assignment as a Word document in APA format using the attached TEMPLATE. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.
For assistance with your assignment, please use your text, Web resources, and all course materials.