Research Bias in Focus Groups
In this discussion exercise, market research students are presented with an example of research bias potentially stemming from the market research firm itself.
Research and MIS
The Validity of Online Marketing Research
In this task, students review the results of an online market research survey undertaken by a firm and determine how valid the results are likely to be.
Interpreting Brand Image Survey Results
This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. The task is to review the brand’s performance and see what the survey results have revealed.
Awareness and Advertising Recall
This activity highlights the top level results from an awareness and advertising recall market research study. The task here is to review the brand’s performance and see what the survey results have revealed.
Are These Good Growth Results?
This 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?
Poor Target Market or Poor Positioning?
This case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners. The student task is to evaluate whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning
From Research to Strategy
In this mini case study, students need to outline a top-level marketing strategy that will help guide a B2B firm to achieve their financial goals.
Using Market Research Results
This mini case is for a hotel chain who have conducted a customer satisfaction survey. Given these research results, what advice can be given?
Analyzing Campaign Results
In this exercise, students are presented with the campaign results from a bank that has tested different promotional tactics. Their task is to interpret the campaign’s results.
Using Cross-Tabs
This activity is designed to highlight the value of using cross-tabs to help analyze market research data.
