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Request:

I attached the pdf version with the request in this message. The final file should be

2 pages, Times New Roman 12, Single Spaced

. The attached pdf entitled “Interview Request” contains all the essential information regarding what the work you provide should contain. Feel free to create an imaginary interview,as long as you can provide an in detail work which is not absurd. As the paper state, the 2 pages single spaced file should analyze the interview and answer the questions listed. In addition,the appendix should contain the interview (questions and answer).

Important – this is a writing task, incoherent papers can not be accepted. I am a native english speaker so the paper needs to be written accordingly.

INDIVIDUAL ASSIGNMENT 2
Due Date: 2/2/2021
CHOICE #1 INTERVIEW
Think of yourself as a brand. You’ll need to interview someone close to you who is the “customer” of
your brand. This could be a significant other, close friend, family member, work colleague, etc. You will
use the laddering technique and consider employing projective techniques (e.g., collage, third person,
etc.) during your interview. Laddering is an example of a qualitative research technique where the
interviewer asks probing questions to uncover underlying core values, benefits/consequences, and
attributes.
Part 1: Listen to the Clip and Familiarize Yourself with Laddering
Listen to the This American Life clip, The Salesman, (https://www.thisamericanlife.org/88/numbers/actfour-0).
In the clip, Will Powers uses modern brand marketing to sell himself as a brand to his wife. You’ll be
doing something similar for your assignment.
Part 2: Create an Interview Plan
Create your interview plan following the Pathfinder International guide to in-depth interviews
(http://www2.pathfinder.org/site/DocServer/m_e_tool_series_indepth_interviews.pdf).
The interview plan should include steps 1 & 2 in the Pathfinder guide (planning and developing
instruments). The interview protocol covers how you will recruit the interviewee(s), how you (i.e., the
interviewer) will start the interview, what you’ll do during the interview (e.g., take notes, record the
conversation), and what you’ll say when you conclude the interview. The interview guide includes the
questions and topics you plan to cover during the interview – for laddering, what probes might you use;
would you use projective techniques; if so which one(s)?
Include your interview plan (with the interview protocol and interview guide) in the appendix when you
hand in your assignment.
Part 3: Conduct the Interview
Next, conduct the interview. Choose a quiet place to conduct the interview in person, over the phone, or
using videoconferencing. A good interview usually takes at least 45 minutes. Plan for the interview to
last 45 minutes to an hour.
Part 4: Evaluation
After the interview, read your notes and consider your findings.
Answer the following questions:
1. Summarize and evaluate the interview. Be sure to answer the following questions in your summary:
a. Who did you interview and where? Which format did you use (e.g., in person, over the
phone)? What were your key findings?
b. How did you encourage your interviewee to open up and be honest?
c. Evaluate the projective technique(s) you used, if any? Justify why you used or didn’t use
projective techniques.
d. Evaluate how well you think the laddering technique worked.
2. Create a brand ladder for yourself as a brand with the following: (1) core value, (2) emotional
benefit, (3) functional benefit, (4) product attributes that communicate those benefits.
3. Interview insights
a. Did you learn anything new about yourself based on what the respondent said? Describe
b. Did you learn anything new about the respondent? Describe
4. Interview limitations and learnings
a. Do you think the results would have been different had you used another interview format
(e.g., in person vs. over the phone, Facetime vs. audio only?) How? Discuss
b. Do you think the results would have been different if your interviewee were asked the same
questions by someone else? Discuss
c. What would you do differently if you were to conduct another interview about you as a
brand?
Deliverable: Write a 1-2 page single-spaced essay with 1-inch margins and include your
interview plan in the appendix OR up to 5-minute video to be uploaded on Canvas along with
your interview plan.
Additional optional readings
Laddering: A “How to Do It” Manual
https://academic.csuohio.edu/cbresearch/papers/Good%20PDFs/Laddering_A%20How%20to%20do%2
0it%20manual.pdf
CHOICE #2 ATTITUDE CHANGE
Marketers are often tasked with changing consumer attitudes. In order to do this effectively, they need
to understand how attitudes are formed and how they can be changed. For this assignment, you will
draw on one of the attitude theories you learned about in class to attempt to influence change on
something close to your heart.
Choose an attitude theory: Petty’s Dual Process Model, Fishbein’s Theory of Reasoned Action
1. Create a visual diagram that shows how you formed your attitude towards something you care
about using one attitude theory. Replace the generic elements of the model with the specifics
from your personal example.
2. In addition to your diagram, be sure to describe how you formed your attitude using the model’s
terminology.
3. Next, describe how you could change your current attitude towards something you care about
by providing four examples of how you could change your attitude based on your chosen
theory.
4. Answer the following questions:
a. Of your four examples, which example do you think would be the most effective at changing
your attitude? Explain why.
b. What are the limitations and assumptions of the attitude theory that you selected?
5. Demonstrate your understanding of the attitude theory by creating an ad that you think would
be persuasive. Described your ad and explain how the ad could lead to attitude change by
describing the process in terms of the attitude theory that you selected.
Deliverable: Write a 1-2 page single-spaced essay with 1-inch margins and OR up to 5-minute
video to be uploaded on Canvas. Upload your diagram to Canvas.

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