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 Market Research Results Review the Teaching Activity
Analyzing Campaign Results
In this exercise, students are presented with the campaign results from a bank that has tested different promotional tactics. Their task is to interpret the campaign’s results.
Analyzing Campaign Results Review the Teaching Activity
Using Cross-Tabs
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
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)
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
Evaluating a Questionnaire
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
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
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.
Can You Run Your Own Focus Group? Review the Teaching Activity
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.
Running a Focus Group Review the Teaching Activity
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.
What is the Most Appropriate Research Design? Review the Teaching Activity