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Module 3 Discussion: CommunicationResearch Methods1

Read the blog article titled, "The Optimal Marketing Mix? Let Your Target AudienceDecide!

Links to an external site.

The Optimal Marketing Mix Let Your Target Audience Decide.pdf


The topic this week is research. To be effective in communicating with anorganization’s publics, we must be constantly listening and scanning theenvironment for information. This is key, especially when it comes to listening to yourtarget audience.

Now that you have selected a company/organization for your final project, read thisarticle and write, in a couple of sentences, for each area explaining how yourselected company/organization assess some typical attributes to define its targetmarket. Do your best and at the end of the semester, once you have completed yourfinal project, we will circle back and see how your initial research from this discussionpost compares to your final project.

The fun aspect of research is that it doesn’t lie, and if used correctly and collectedcorrectly, can tell a great story and provide some remarkable data for a variety ofdifferent projects.

For this week’s discussion post, you may not be able to provide specific details foreach of the following attributes. If this occurs, discuss what you hope to find whenconducting your research. Be creative, don’t settle for the first answer you comeacross – this is why research is so important and can be quite eye-opening.

Discussion Post Assignment:

Read the article and discuss in a couple of sentences for each area explaining howyour selected company/organization assess some typical attributes to define itstarget market. REMEMBER to cite your work!

● Are your prospects B2B or B2C, government, or not-for-profit?● Are they small to mid-sized business or larger enterprises?● Where are they located?● How many companies or consumers make up the target market?● Is there a typical type of person who buys your product or service?● Where do they meet or communicate with peers?

● How do they get information to learn about products and services such asyours?

● How do they buy? What is the buying criteria? How often do they buy?● Are there trends in the purchasing processes they use?