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Great Ideas for Teaching Marketing

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research

The Validity of Online Marketing Research

In this task, students review the results of an online market research survey undertaken by a firm and determine how valid the results are likely to be.

Categories Digital Marketing, Discussion Exercises, Research and MIS

Interpreting Brand Image Survey Results

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

Categories Analysis and Metrics, Consumer Behavior, Research and MIS, Segmentation and Positioning

Poor Target Market or Poor Positioning?

This case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners. The student task is to evaluate whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning

Categories Decisions and Mini-Cases, New Product Process, Places and Channels, Research and MIS, Segmentation and Positioning, Strategy and Plans

From Research to Strategy

In this mini case study, students need to outline a top-level marketing strategy that will help guide a B2B firm to achieve their financial goals.

Categories Analysis and Metrics, B2B Marketing, Business Markets, Discussion Exercises, Research and MIS, role play, Strategy and Plans

Using Market Research Results

This mini case is for a hotel chain who have conducted a customer satisfaction survey. Given these research results, what advice can be given?

Categories Analysis and Metrics, Introductory Concepts, Research and MIS, Strategy and Plans

Using Cross-Tabs (Updated)

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

Categories Analysis and Metrics, Research and MIS

Interpreting Research Results (Concept Test for a New Product)

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?

Categories Analysis and Metrics, New Product Process, Research and MIS

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.

Categories Discussion Exercises, Research and MIS, Review Exercises

Evaluating a Questionnaire

For this task, students (with one acting as the interviewer) will identify numerous issues with a poorly designed questionnaire.

Categories Discussion Exercises, New Product Process, Research and MIS, role play

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.

Categories Discussion Exercises, Research and MIS, Review Exercises
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Great Ideas for Teaching Marketing has been developed as an alternative to long case studies. Hundreds of  activities, discussion exercises and tools are provided on this website, with new content added regularly.

They are ideally suited to topics that only require a 10-30 minute exercise addressing a distinctive concept, rather than a detailed, all-encompassing case study.

All the activities and discussion exercises are provided free for marketing lecturers to use in their classes.

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