The task is to determine which of the potential triggers listed are the more significant in terms of impact and which ones should the firm try and leverage into its marketing.
Need/Problem Recognition Review the Teaching Activity
The task here is to identify how many different drinks/beverages that the student (being one consumer only) would choose across the various situations listed.
Situational Influences and How They Impact Decisions Review the Teaching Activity
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
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
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
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
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
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
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
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