Assessing the Impact of Environmental Change
The student task is to review survey results of attitudes towards moving to a cashless society and identify how retailers will be able to benefit from this emerging opportunity.
research
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.
Defining the Market Research Problem
This firm is looking to undertake some market research, but they first need to define the research problem – can your students help them?
Which Research Design to Use?
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.
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.
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.
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.
Evaluating the Design of a Questionnaire
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 a Questionnaire
For this task, students (with one acting as the interviewer) will identify numerous issues with a poorly designed questionnaire.
Assessing Potential Research Problems
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.