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
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.
Which Research Design to Use? Review the Teaching Activity
With this exercise, students need to consider whether McDonald’s successfully leveraged the changing factors in the macro-environment, or whether their business operation just happened to be quite suited to this emerging environment?
Was McDonald’s Adaptive or Just Lucky? Review the Teaching Activity
In this mini case study, students are required to assess whether this toy manufacturer was too flexible and too willing to adapt to its changing macro-environment.
Over-Adapting to the Environment? Review the Teaching Activity