For this assessment, you will take the role of a homebuilder who is deciding how to design
homes for certain demographic groups. To do so, you will develop a coding scheme based on a
set of interview results. You will submit a 3–5 page report that presents your coding scheme and
describes how it can be used to analyze the entire data set, including how the results of your
analysis could be presented to a management team.
For this assessment, develop a coding scheme based on the scenario below.
Scenario
Imagine you are a homebuilder planning to build new upscale homes in your community. You
need to understand the lifestyle and motivations of potential buyers, beyond simply targeting
consumers with financial assets. You have uncovered the following interview results from
interviewing 500 potential customers.
Write a report to fellow upper-level stakeholders at your company describing your coding
scheme and analysis. Note: You are notrequired to interview anyone for this assessment; you
will just analyze the results, which are given below under the Interview Results heading.
This assessment has two parts: (A) develop a coding scheme and categories to analyze a data set,
(B) write a report describing your coding scheme and categories, and recommending a method
for presenting analysis results to management.
Preparation
To prepare for this assessment, conduct research on how to create and use coding schemes. The
materials in Resources are recommended as a place to start your research.
Interview Results
In the questionnaire results, respondents most commonly characterized themselves as follows: Goal-oriented.
Deep commitment to family and career.
Politically conservative and respectful of authority.
Consider image important and value prestige products.
Interested in timesaving devices.
Trendy and fun-loving.
Concerned about opinions of others.
Favor stylish products.
View shopping as a social activity.
Financially impulsive.
Motivated by self-expression.
Young and enthusiastic.
Seek variety and excitement.
Engage in exercise and sports.
Spend money on socializing and social media. Written Report
Based on the interview results above, develop a coding scheme. Define 3–4 categories of
potential customers, based on each of the lifestyle points above.
Then, write a report to fellow upper-level stakeholders at your company according to best
practices in clarity and persuasiveness. Your report should:
1. Present your coding scheme and describe the categories you assigned to the potential
customers. 2. Describe how you would use your coding scheme to analyze and present the entire set of
500 responses. 3. Recommend a best method for presenting the results of your analysis to management,
including the following: The challenges a researcher would have in developing different categories of
potential customers to segment. The best segment (or segments) to target for this scenario.
Additional Requirements Written communication: Written communication should be free of errors that detract
from the overall message.
Paper length: 3–5 typed, double-spaced pages, excluding the title page and the resources
list.
APA formatting: Ensure that your resource list and citations are formatted according to
current APA style and formatting.
ScholarMatic: Explanation & Answer
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