This activity is a ‘game’ played in groups. Although it is a fun game, it is designed to illustrate the challenges that a firm faces when it evaluates and researches a new product.
Sometimes a firm’s particular characteristics (or marketing situation) will influence their choice of the most appropriate marketing research design (as this activity will demonstrate). The task in this activity is to match the type of market testing research to the firm most likely to conduct it.
For this task, students match the market research term to its definition, as a simple check of their understanding of the main marketing research methods.
In this case study, students look at a successful implementation of a CRM program and how it was able to transform the success of a credit union.
In this mini case study, an accountant firm is trying to forecast the likely profit from a new software program that they plan to launch onto the market – but they have two quite different profit expectations – can your students help them?
In this marketing research task, students classify questions into scales: nominal, ordinal, interval, and ratios scales.
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.
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.
In this marketing exercise, the students will gain an understanding of the complexity of consumer attitudes by reviewing the output of a multi-attribute attitude model.
In this activity, students will review a simple table containing market share and sales information, in order to interpret the marketplace.