The Validity of Online Marketing Research

In this task, students review the results of a recent online market research survey undertaken by a firm. Given the survey was conducted online and was optional, your task in this exercise is to determine how valid the results are likely to be.

 

ACTIVITY/TASK

For this exercise, let’s assume that a bank wanted to conduct a customer satisfaction survey … See the full activity...

Image Survey Results

This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. Your task here is to review the brand’s performance and see what the survey results have revealed.

 

ACTIVITY/TASK

Results in %’s Brand A Brand B Brand C Brand D
Lots of locations 5 15 50 30
Good menu range
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Poor Target Market or Poor Positioning?

The following case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners.

Your task in this activity is to evaluate, in your opinion, whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning.

 

ACTIVITY/TASK

The Beginning

Julie and Anna opened their store – “Hot Coffee, Cool … See the full activity...

From Research to Strategy

In this mini case study, the firm is discussing the results of some of their market research and considering what they should do next. Your task is to help them decide. So given the research results given and the other information in the case, what advice would you give them?

 

ACTIVITY/TASK

Clive, the owner of the Little Italy … See the full activity...

Using Market Research Results

The following case study provides information for a hotel chain. They have recently conducted a customer satisfaction survey. Given these research results and the other information in the case, what advice would you give them? This is a good exercise in utilizing the results of market research.

 

ACTIVITY/TASK

The Quick-Stop Hotel Chain

Quick-Stop Hotels is a small … See the full activity...

Using Cross-Tabs

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

In this exercise, you will start with the top-level results and then ‘drill down’ in the data through the use of cross-tabs. Hopefully you will find that, as you drill down, that more valuable information is uncovered.

Start by reviewing the hypothetical market See the full activity...

Interpreting Research Results

This review 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, or whether their product prototype needs to be modified before launch. Given the research results listed below, what would you recommend to the firm?

 

ACTIVITY/TASK

Research See the full activity...

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.

 

ACTIVITY/TASK

  Potential Problem

How Likely?

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Evaluating a Questionnaire and its Questions

Listed below is a draft questionnaire for a mail survey that an anonymous company plans to conduct in regards to a potential new product. Your task for this activity is to complete the survey with some of your fellow students and try to identify any questionnaire problems and then suggest ways to improve it. (Note: You should be See the full activity...

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...

Run your own Focus Group

For this activity you will be conducting a focus group. You will find, listed below, a focus group discussion guide (which reviews consumer behavior in the fast food market). You need to select one person to be the moderator to run the group. Ideally, they should be the only one to have the discussion guide open in front of them. See the full activity...

Running a Focus Group

This is your chance to run a focus group. Listed below is a focus group discussion guide. For this activity, you need to select one person to be the moderator to run the group. Ideally, they should be the only one to have the discussion guide open in front of them. Also select one person to record the key points See the full activity...

Which firm will conduct this style of market research?

Sometimes a firm’s particular characteristics (or marketing situation) will influence their choice of the most appropriate market research design (as this activity should demonstrate).  Your task in this activity is to match the type of market testing research to the firm most likely to conduct it. The types of research are listed first, followed by the type of firm – 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.

 

ACTIVITY/TASK

  What research approach should be used if Pizza Hut wanted to know…
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Defining the Market Research Problem

The first step in the market research process is defining the problem. Some textbooks even suggest that this is the most difficult stage. When you first hear this statement it sounds strange – how can the firm not know its own problem? Well hopefully this activity will help clarify that situation. The following firm is looking to undertake some market See the full activity...

Should we conduct market research?

Below you will find an excerpt from a manager’s meeting, where the possibility of conducting market research is being discussed. Your task here is to outline the reasons for and against of undertaking the study and then to determine whether or not the research should be conducted.

 

ACTIVITY/TASK

 Jane:

OK team, we’re getting near the end of the project, … See the full activity...

Assessing the Impact of an Environmental Change

This discussion exercise is based around the results of two Canadian market research surveys from mid-2012, conducted on behalf of PayPal, which highlights the willingness of their population to shift to a cashless society. This change in the macro-environment will have significant implications for the retailing sector. Your task here is to review the survey results and identify how retailers See the full activity...