In this discussion exercise, market research students are presented with an example of research bias potentially stemming from the market research firm itself.
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.
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.
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.
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?
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
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.
This mini case is for a hotel chain who have conducted a customer satisfaction survey. Given these research results, what advice can be given?
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.
This activity is designed to highlight the value of using cross-tabs to help analyze market research data.