Evaluating a Questionnaire
For this task, students (with one acting as the interviewer) will identify numerous issues with a poorly designed questionnaire.
Evaluating a Questionnaire Review the Teaching Activity
New Product Process
Can You Run Your Own Focus Group?
For this activity students will run their own focus groups, using a group discussion guide, which reviews consumer behavior in the fast food market.
Can You Run Your Own Focus Group? Review the Teaching Activity
Running a Focus Group
In this exercise, students run focus groups to understand the importance of getting beyond “top-level” answers and to gather some real insights into the behavior of the target market.
Running a Focus Group Review the Teaching Activity
What is the Most Appropriate Research Design?
In this task, students simply need to match the approach to market testing a new product to the firm most likely to conduct it. The types of research are listed first, followed by the type of firm.
What is the Most Appropriate Research Design? Review the Teaching Activity
Should We Conduct Market Research (Test Marketing)?
In this activity, students will review the discussion/comments from a new product project team meeting, where the participants argue for/against the merits of conducting test marketing prior to a full launch.
Should We Conduct Market Research (Test Marketing)? Review the Teaching Activity
Over-Adapting to the Environment?
In this mini case study, students are required to assess whether this toy manufacturer was too flexible and too willing to adapt to its changing macro-environment.
Over-Adapting to the Environment? Review the Teaching Activity
Impact of Management Values on Strategy
The student task is to identify whether the management style of the CEO would influence the firm’s decision to pursue new products. In order to illustrate the influence of top management values, the profiles of four different CEOs are presented.
Impact of Management Values on Strategy Review the Teaching Activity
Working with the Marketing Mix
This exercise is designed to illustrate how the marketing mix works together to implement the organization’s marketing strategy, which should meet the needs of a defined target market.
Working with the Marketing Mix Review the Teaching Activity