Assignment 2

set: 21 April 2017     due: 5 May 2017

With reference to Chapter 9 of Tuten, we are going to perform Sentiment Analysis for this final assignment.

You will present your findings in class on 5 May 2017.

Pick a major brand you like with a large social footprint and monitor it across at least seven of these tools or others for a week. Observe differences and similarities between the tools you’ve chosen.

Brand: e.g., McDonalds    

Social monitoring tools
Posts (representative of the channel sampling)
Observations, thoughts
e.g., Hashtags e.g., “I’m craving #McDonaldsFries” e.g., For the most part these are favorable, fan posts and brand-generated posts
Twitter Search   e.g., Same results as previous tool
Same Point  

Take this exercise a step further by capturing and documenting your research across the four questions of the social media monitoring process

Keyword: e.g., McDonaldsFries    
Social monitoring questions Answers Observations & Thoughts
1. How many times was the search term found?
2. When was the search term found?  
3. Where was the search term found? e.g., Twitter
4. Who mentioned the search term? e.g., @McDonaldsFan

Again taking the same brand you used previously, gather consumer posts reflecting changes in sentiment. Positive and negative sentiment are easy to interpret. Find sample posts of each of these as well as ambivalent posts.  How common do you think similar ambivalent posts are? How do you interpret them for the most part from the brand’s perspective?

Tool used Positive sample consumer posts Negative sample consumer posts Ambivelent consumer posts Thoughts & observations
e.g., HashTags e.g., “I’m craving #McDonaldsFries” e.g., “Just got #McDonaldsFries & they were too greasy!” e.g., “Anyone want my free coupon for #McDonaldsFries?” e.g., I believe the ambivelent posts are just everyday people saying what they feel and its fine. People aren’t always going to have extreme feelings toward a brand. At some point brands become part of everyday life, including the “ho-hum” moments.




set: 17 March 2017    due: 24 March 2017

If you don’t have already, set up an account on Instagram.

You can find me as kacanski

Once I get a notification that you are following me, I will follow you.


Focus Group Assignment


set: 17 November 2016              due: 8 December 2016

*NOTE: A Focus Group Report is expected from this group work done in class

In the second hour of our Thursday class for Consumer Behaviour we will carry out some group work in the form of focus groups. Students will form groups of 3 to 6 students and will discuss the topic ‘social media’ as if they were a professional team of market researchers. One student will be designated group leader to ensure the group stay on topic.

For 40 minutes the group will discuss the issues of social media, likes and dislikes, the importance of social media in the day, ıt’s cultural significance, and if there is an international viewpoint as well as any sub-topics that arise in the discussion. It would be useful if some students could take notes or record the session.

After class it is the responsibility of the group to write up a report summarising the findings of the focus group. All members of the group should take a part in creating the report. Make sure your report contains the names and student numbers of all group members.

Send your report as a document or pdf to your instructor



  1. How_to_Conduct_a_Focus_Group
  2. focusgrouptoolkit


Mid term project submission 


You will send your mid term project report to your  instructor as a document – .doc or pdf


The email must reach your instuctor by midnight Thursday 24 November 2016.

Work sent after this date will face a grade penalty.

Mid Term Project – Consumer Learning

Individual Project – Consumption Journal

The Mid Term Project

set: 8 November 2016          due: 24 November 2016

in class time: 17 November 2016 is for you make your analysis and to prepare your report

ie. There is no formal class this week

For the following week you will keep a diary of consumption activity. This should primarily be your own consumption, but you could observe others, as well. Include EVERYTHING you purchase, from morning to evening.

You will make a full week’s entry, day by day, as part of your report.

The objective of this assignment is for you to develop a reflective and evaluative approach to your own consumption. The approach is interpretive, similar to an anthropologist’s fieldwork diary. Reflecting on your own personal consumption should help you to put yourself in the place of other consumers.

Consumption can cover actual real life consumption, as well as activities online that do not conclude with a purchase.

Consumer behavior concepts from our class, as well as extra readings should be applied to help you interpret and analyze the experience or observation.

Each entry should comprise:

  1. A description of the experience. You may want to include copies of the advertisements or promotions seen. Use your smartphone to take photos in store.
  2. Analysis – Analyze what you think is happening. For example, how does the behaviour fit (or not) with the concepts and theories discussed in class?
  3. Pay particular attention to the theory on
    • segmentation, targeting and positioning
    • consumer motivation and personality
    • consumer perception
    • consumer learning.
    • consumer attitude formation and change

Once the week is finished, make your analysis, and email your report to your instructor 

Remember to add your student number and name at the top of your report.

Class as usual this week


It is exam week for undergraduates.

This does not affect our timetable or assignment deadlines.

There will be class on Thursday, at 16:30, in D119, as usual