research Archives - Great Ideas for Teaching Marketing

The Validity of Online Marketing Research

Digital Marketing, Discussion Exercises, Member Activities, Research and MIS

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.
EXCLUSIVE MEMBER ACTIVITY

The Validity of Online Marketing Research Review the Teaching Activity

Interpreting Brand Image Survey Results

Analysis and Metrics, Consumer Behavior, Member Activities, Research and MIS, Segmentation and Positioning

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.
EXCLUSIVE MEMBER ACTIVITY

Interpreting Brand Image Survey Results Review the Teaching Activity

Poor Target Market or Poor Positioning?

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

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

Poor Target Market or Poor Positioning? Review the Teaching Activity

From Research to Strategy

Analysis and Metrics, B2B Marketing, Discussion Exercises, Free Activities, Research and MIS, Role Plays, Strategy and Plans

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.

From Research to Strategy Review the Teaching Activity

Using Market Research Results

Analysis and Metrics, Introductory Concepts, Member Activities, Research and MIS, Strategy and Plans

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

Using Cross-Tabs

Analysis and Metrics, Free Activities, Research and MIS

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

Interpreting Research Results (Concept Test for a New Product)

Analysis and Metrics, Member Activities, New Product Process, Research and MIS

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

Assessing Potential Research Problems

Discussion Exercises, Member Solutions, Research and MIS, Review Exercises

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.

Assessing Potential Research Problems Review the Teaching Activity

Evaluating a Questionnaire

Discussion Exercises, Member Activities, New Product Process, Research and MIS, Role Plays

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

Discussion Exercises, Member Activities, Research and MIS, Review Exercises

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