Overview
Source: Roberts, M. & Zahay, D. (2013). Internet Marketing (3rd Ed.). South-Western, Mason, OH: Cengage Learning, p. 232.
Action Items
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Study Forrester Social Technographics Ladder in the Overview.
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Develop a 10-question questionnaire to determine both which rung (segment) and the demographics of those who answered the survey. Be sure to always ask the demographic questions last when doing a survey.
Note: SurveyMonkey allows you to have multiple parts to a question. So set up your questions carefully so that you derive the maximum amount of information from those individuals taking your survey.
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Before writing your survey, be sure to determine your objectives so that you make sure you get the information that you need.
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Enter your questionnaire into SurveyMonkey. SurveyMonkey is free for up to 10 questions. Sign up for an account under “Sign Up Free” if you do not already have an account.
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Administer the questionnaire to a sample of your friends, family, and colleagues. You are to ask a minimum of 30 people to complete your questionnaire.
Note: You will analyze the data you collect from the survey during Week 3 for Wk3 Topic Discussion assignment so be sure you have your data collected by the beginning