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Module Two Short Paper Guidelines and Rubric.html

Overview

For effective communication, whether to one or many audiences, you need to understand how to identify the audience or audiences you’re looking to reach. This is best done through research—specifically, data collection and analysis.

Once you have identified the target audience, you can then create messages with direct appeal to people within that audience. Establishing a target audience ensures your message both reaches and engages the people it is crafted for.

Prompt

Use this resource to choose one of the two provided case studies:

Then, write a short paper analyzing the target audience and the segmentation data used to identify them.

Specifically, you must address the following rubric criteria:

  • Identify the target audience(s) in your chosen case study.
  • Explain how the provided segmentation data supports that audience identification.
  • Qualitative and Quantitative Data:
    • Identify the qualitative and quantitative data used in your chosen case study.
    • Explain how both of these types of data create a whole picture of the target audience.
  • Data Collection Strategies:
    • Identify the collection methods used to gather the data.
    • Analyze how effective the data collection methods were and whether they provided enough information to formulate a clear target audience identification.
    • Recommendations:
      • Explain whether other collection methods or strategies should have been used to gather more effective data.
      • If other collection methods or strategies should have been used, identify at least one other method or strategy and explain how it would have gathered more effective segmentation data.

Guidelines for Submission

This assignment must be submitted as a 1- to 2-page Word document. You must include references cited in APA format.

Module Two Short Paper Rubric

Criteria Proficient (100%) Needs Improvement (85%) Not Evident (0%) Value
Target Audience Identification Identifies the target audience(s) from the selected case study Does not attempt criterion 10
Segmentation Data Support Explains how the segmentation data supports the identified target audience(s) Shows progress toward proficiency, but with errors or omissions Does not attempt criterion 15
Qualitative and Quantitative Data: Identification Identifies the qualitative and quantitative data used in the selected case study Does not attempt criterion 10
Qualitative and Quantitative Data: Explain Explains how both the qualitative and quantitative data create a whole picture of the target audience(s) Shows progress toward proficiency, but with errors or omissions Does not attempt criterion 15
Data Collection Strategies: Identification Identifies the collection methods used to gather the provided data Does not attempt criterion 10
Data Collection Strategies: Analysis Analyzes the effectiveness of the data collection methods and whether enough information was provided for a clear target audience identification Shows progress toward proficiency, but with errors or omissions Does not attempt criterion 15
Data Collection Strategies: Recommendations Explains whether additional data collection methods or strategies should have been used and identifies at least one other method or strategy, along with how that strategy would have gathered more effective data Shows progress toward proficiency, but with errors or omissions Does not attempt criterion 15
Articulation of Response Clearly conveys meaning with correct grammar, sentence structure, and spelling Shows progress toward proficiency, but with errors in grammar, sentence structure, and spelling Submission has critical errors in grammar, sentence structure, and spelling 5
Citation/Attributions Uses citations for ideas requiring attribution, but citations may contain consistent minor errors Uses citations for ideas requiring attribution, with major errors Does not use citations for ideas requiring attribution 5
Total: 100%
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