Market Research Scales
In this marketing research task, students classify questions into scales: nominal, ordinal, interval, and ratios scales.
EXCLUSIVE ACTIVITY FOR MEMBERS
Market Research Scales Review the Teaching Activity
Analysis and Metrics
GE-McKinsey Multi-Factor Excel Template (Teaching Ideas)
In this set of activities, students download a free Excel template to run the GE matrix, in order to understand its construction and how it works. They can also use the template to assist them in with various marketing reports and/or assignments.
GE-McKinsey Multi-Factor Excel Template (Teaching Ideas) Review the Teaching Activity
Run Cross-tabs in Excel (Free Template Tool)
This is an easy-to-use Excel template tool that allows students to learn how to use and interpret cross-tabs, when analyzing market research data. As well as cross-tabs, the template also allows students to produce charts quickly – an ideal tool for their assignments and reports.
Run Cross-tabs in Excel (Free Template Tool) Review the Teaching Activity
Constructing Perceptual Maps
This exercise is designed to give students a good sense of how to use perceptual maps effectively from a marketing perspective. Students will need access to Excel and the free mapping template.
Constructing Perceptual Maps Review the Teaching Activity
Reviewing Perceptual Maps
In this activity, students are presented with consumer perception data, along with an easy-to-use Excel perceptual mapping tool, to determine the relative positioning of competing brands
Reviewing Perceptual Maps Review the Teaching Activity
Brand Management Challenge
In this in-class activity, students need to review a seemingly successful and profitable burger chain. A great learning exercise for brand management versus short-term profits.
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Brand Management Challenge Review the Teaching Activity
Price-Place Marketing Sim Game
This Sim Game is a variation of the interactive (trading) marketing game also available on this website for free download. The game runs on Excel as well, but without the component of physical interaction.
Price-Place Marketing Sim Game Review the Teaching Activity
Example Screenshots of the Expert-level Sim Game
The centerpiece of decision-making is based around a SWOT planning sheet that is automatically produced and updated as the game progresses. Check out some screenshots of the key components of the planning sheet.
Example Screenshots of the Expert-level Sim Game Review the Teaching Activity
SWOT Analysis (Free Tool)
This is a free SWOT analysis Excel tool, which is simple and easy to use for students to prepare detailed SWOTs. Also ideal for student assignments and reports.
SWOT Analysis (Free Tool) Review the Teaching Activity
Return on Marketing Investment Game
Return on marketing investment (ROMI) is a commonly used marketing metric in the business world. But addressing this metric from a straight formula/calculation approach can be a little dull. So here is a fun activity that can be a great way of introducing the concept of ROMI.
Return on Marketing Investment Game Review the Teaching Activity