GE-McKinsey Multi-Factor Excel Template

About the GE Matrix template and using it with students

The nine-box model for the GE-McKinsey matrix is an effective tool for students to understand the relationship between business strengths and market opportunities.

This is essentially what we do when we combine strengths with opportunities in a SWOT analysis as well. It helps that firms should concentrate on business opportunities … See the full activity...

Run Cross-tabs in Excel

This is an Excel Tool Suitable to Share with your Students

This is not necessarily a student activity, but instead, a tool that they could use for their analysis for assignments, or you could possibly structure a survey in class, that could be analyzed using the following free template that will allow your students to produce charts and run cross-tabs … See the full activity...

Monitoring Consumer Attitudes

Teaching Notes

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.

Student Activity

For this task you will need to review the two following charts and then … See the full activity...

Communicating to Gen Y

Teaching notes for this activity

This discussion exercise would work best in small groups, getting students around 15 – 20 minutes to work through the questions and the issues.

Student task

The following is a summary/excerpt from a study on Millennials – otherwise known as Gen Y – and their view of marketing communication from banks. Review the following article … See the full activity...

Research Bias in Focus Groups

Teaching Notes for this Marketing Activity

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 around 5-10 minutes, plus any additional time for an overall … See the full activity...

The Validity of Online Marketing Research

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 that a bank wanted to conduct a customer satisfaction survey … See the full activity...

Image Survey Results

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
Lots of locations 5 15 50 30
Good menu range
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Awareness and Advertising Recall

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 0
Unprompted – other 20 20 40 10
Total unprompted
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Are these good growth results?

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 franchise system:

Year 1

Year 2

Year 3

Year 4

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Poor Target Market or Poor Positioning?

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

Julie and Anna opened their store – “Hot Coffee, Cool … See the full activity...

From Research to Strategy

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?

 

ACTIVITY/TASK

Clive, the owner of the Little Italy … See the full activity...

Using Market Research Results

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.

 

ACTIVITY/TASK

The Quick-Stop Hotel Chain

Quick-Stop Hotels is a small … See the full activity...

Analyzing Campaign Results

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 effective.

ACTIVITY/TASK

In this direct marketing campaign, a bank has … See the full activity...

Using Cross-Tabs

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 valuable information is uncovered.

Start by reviewing the hypothetical market See the full activity...

Reviewing a Multi-Attribute Model

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 two firms for these attributes. The two responses are then … See the full activity...

Interpreting Research Results

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 below, what would you recommend to the firm?

 

ACTIVITY/TASK

Research See the full activity...

Assessing Potential Research Problems

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) if they did occur.

 

ACTIVITY/TASK

  Potential Problem

How Likely?

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Evaluating a Questionnaire and its Questions

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 ways to improve it. (Note: You should be See the full activity...

Evaluating a Questionnaire Design

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 is a particularly poor questionnaire so expect to find quite See the full activity...

Run your own Focus Group

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 to have the discussion guide open in front of them. See the full activity...