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.
Please note that a multi-attribute attitude Excel template is available for free download at a related website.
For this task you … Continue reading...
This discussion exercise would work best in small groups, getting students around 15 – 20 minutes to work through the questions and the issues.
The following is a summary/excerpt from a study on Millennials – otherwise known as Gen Y – and their … Continue reading...
Preferred format: This teaching activity is designed for small groups of students to discuss the potential for market research bias stemming from focus groups
Student audience: This exercise is more suitable for students of marketing research.
Exercise time: The group discussion time should be … Continue reading...
In this task, students review the results of a recent online market research survey undertaken by a firm. Given the survey was conducted online and was optional, your task in this exercise is to determine how valid the results are likely to be.
ACTIVITY/TASK
For this exercise, let’s assume … Continue reading...
This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. Your task here is to review the brand’s performance and see what the survey results have revealed.
ACTIVITY/TASK
| Results in %’s | Brand A | Brand B | Brand C | Brand D |
This activity highlights the top level results from an awareness and advertising recall market research study. Your task here is to review the brand’s performance and see what the survey results have revealed.
ACTIVITY/TASK
| Results in %’s | Brand A | Brand B | Brand C | Brand D |
| Top-of-mind | 5 | 15 | 50 |
The following food retailer has experienced significant top-level growth over the past few years. But underpinning their results is a significant increase in franchised stores/outlets, so are the results as good as they appear?
ACTIVITY/TASK
Here are some top-level financial figures for a food retailer growing primarily through a … Continue reading...
The following case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners.
Your task in this activity is to evaluate, in your opinion, whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning.
ACTIVITY/TASK
The Beginning… Continue reading...
In this mini case study, the firm is discussing the results of some of their market research and considering what they should do next. Your task is to help them decide. So given the research results given and the other information in the case, what advice would you give them… Continue reading...
The following case study provides information for a hotel chain. They have recently conducted a customer satisfaction survey. Given these research results and the other information in the case, what advice would you give them? This is a good exercise in utilizing the results of market research.
A key aspect of a marketing role, especially early in a career, is analyzing campaign results. In this particular exercise, you are presented with the campaign results from a bank that has tested different promotional tactics. Your task here is to analyze which aspects of the campaign test have been … Continue reading...
This activity is designed to highlight the value of using cross-tabs to help analyze market research data.
In this exercise, you will start with the top-level results and then ‘drill down’ in the data through the use of cross-tabs. Hopefully you will find that, as you drill down, that more … Continue reading...
In this exercise, your task is to review the results of a multi-attribute attitude model, which compares consumer’s perceptions of two fast food restaurants (McDonald’s and Burger King).
In the survey (which uses hypothetical data), consumers have been asked to rank the importance of various attributes and then score the … Continue reading...
This review activity summarizes the results of research into a potential new product – hot chili flavored ice cream. The firm undertook taste-test research to help determine whether they should launch this new product, or whether their product prototype needs to be modified before launch. Given the research results listed … Continue reading...
There are a number of problems that can arise in the market research process. Your task in this exercise is to review the list of potential problems below and assess their likelihood of occurrence and their potential impact (that is, the damage to the validity of the final research results) … Continue reading...
Listed below is a draft questionnaire for a mail survey that an anonymous company plans to conduct in regards to a potential new product. Your task for this activity is to complete the survey with some of your fellow students and try to identify any questionnaire problems and then suggest … Continue reading...
Listed below is a draft questionnaire for a telephone survey that AT&T plans to conduct. Your role is this exercise is to pilot (test) the questionnaire with some of your fellow students and try to identify any questionnaire problems and then suggest ways to improve it. (Note: This … Continue reading...
For this activity you will be conducting a focus group. You will find, listed below, a focus group discussion guide (which reviews consumer behavior in the fast food market). You need to select one person to be the moderator to run the group. Ideally, they should be the only one … Continue reading...
This is your chance to run a focus group. Listed below is a focus group discussion guide. For this activity, you need to select one person to be the moderator to run the group. Ideally, they should be the only one to have the discussion guide open in front of … Continue reading...
Sometimes a firm’s particular characteristics (or marketing situation) will influence their choice of the most appropriate market research design (as this activity should demonstrate). Your task in this activity is to match the type of market testing research to the firm most likely to conduct it. The types of research … Continue reading...
