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.
research
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.
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
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.
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?
Using Cross-Tabs (Updated)
This activity is designed to highlight the value of using cross-tabs to help analyze market research data.
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?
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.
Evaluating a Questionnaire
For this task, students (with one acting as the interviewer) will identify numerous issues with a poorly designed questionnaire.
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.
