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.



  Potential Problem

How Likely?

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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...

Which Research Design to Use?

In this activity you simply need to go through the various information challenges facing Pizza Hut and identify the most suitable market research or market information approach they should use to help gather information. You are supplied a list of possible research approach to choose from.



  What research approach should be used if Pizza Hut wanted to know…
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Benefits of Strategic Alliances

Below is a list of possible and actual strategic alliances. Your task in this activity is to first identify the benefits and risks associated with each of the ventures. You also need to determine the extent to which customers will also benefit. On the basis of this assessment, you then need to decide whether the alliance, in your opinion, should See the full activity...

Strategy Hierarchy Levels

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity can be discussed in pairs, or could potentially be an individual student exercise.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The exercise time should be around 5-10 minutes, plus any additional time for an overall class discussion.

Student Task

In this exercise, … See the full activity...

Are these marketing tasks?

For this exercise, review the list of work tasks below and identify which ones are likely (or not) to be part of a marketing role.

For this activity, we will assume that the company in question manufactures cookies.

As you go through the list, consider at which “level” of employee (refer list in question area) each of the decisions probably See the full activity...

The Role of a Marketer

The aim of this exercise is to identify the likely tasks of someone in a marketing role. In other words, what day-to-day functions do marketers perform?

Please review the list of business tasks outlined below. For each task, determine how likely it would be for somebody in marketing (that is, they could be anyone in marketing, junior or senior) to See the full activity...

Understanding Customer Satisfaction

This activity is designed to help you identify the key components of what drives customer satisfaction outcomes. Listed below are a series of statements made by consumers regarding their recent interaction with a firm. Quickly review each statement and determine how satisfied each consumer is (using this simple scale; very satisfied, satisfied or dissatisfied).



  1. “My friends dragged me
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Understanding Marketing Orientation

In the following exercise, you are required to identify which Marketing Orientation/Philosophy (see list in question area) that each firm most appears to follow, based on the statement that they have made on the way that they focus and operate in their particular organization.



  1. “It’s a old saying, but it’s true – ‘build a better mouse-trap and the
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Perceptions of Marketing

This exercise is designed to explore how you and your fellow students perceive the role and perception of marketing.

Listed below is a series of statements about marketing. Identify which ones do you agree with and which ones you disagree with? When you have finished, compare your perceptions against those of your fellow students .

(Please note that there are See the full activity...