Individual Archives - Page 23 of 25 - Great Ideas for Teaching Marketing

Using Cross-Tabs

Analysis and Metrics, Free Activities, Research and MIS

This activity is designed to highlight the value of using cross-tabs to help analyze market research data.

Using Cross-Tabs Review the Teaching Activity

Reviewing a Multi-Attribute Model

Analysis and Metrics, Consumer Behavior, Free Activities, Research and MIS, Tools

In this exercise, students review the results of a multi-attribute attitude model, which compares consumer’s perceptions of two fast food restaurants (McDonald’s and Burger King).

Reviewing a Multi-Attribute Model Review the Teaching Activity

Interpreting Research Results (Concept Test for a New Product)

Analysis and Metrics, Member Activities, New Product Process, Research and MIS

This 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?

Interpreting Research Results (Concept Test for a New Product) Review the Teaching Activity

Assessing Potential Research Problems

Discussion Exercises, Member Activities, Research and MIS, Review Exercises

There are a number of problems that can arise in the market research process. The task in this exercise is to review a list of potential problems and assess their likelihood of occurrence and their potential impact on the validity of the research results.

Assessing Potential Research Problems Review the Teaching Activity

Evaluating a Questionnaire

Discussion Exercises, Member Activities, New Product Process, Research and MIS, Role Plays

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

Evaluating the Design of a Questionnaire

Discussion Exercises, Member Activities, Research and MIS, Review Exercises

The student role is to pilot a questionnaire, with their fellow students, and identify the questionnaire’s problems and then suggest ways to improve it.

Evaluating the Design of a Questionnaire Review the Teaching Activity

What is the Most Appropriate Research Design?

Member Activities, New Product Process, Research and MIS

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

Which Research Design to Use?

Analysis and Metrics, Member Activities, Research and MIS, Review Exercises

In this activity, students need to consider the information challenges facing Pizza Hut and identify the most suitable market research or market information approach they should use to help gather information.

Which Research Design to Use? Review the Teaching Activity

Should We Conduct Market Research (Test Marketing)?

Discussion Exercises, Free Activities, New Product Process, Research and MIS

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

Too Slow to Adapt?

Discussion Exercises, Marketing Environment, Member Activities, Places and Channels

Department stores have tended to be less relevant in today’s environment than in the past. The student task is to identify the various environmental factors that contributed to their downfall.

Too Slow to Adapt? Review the Teaching Activity