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MLA
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Business & Marketing
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Marketing Research Assignment. Business & Marketing Coursework

Coursework Instructions:

1. In Week 6 we covered Test Marketing, including a discussion of four different types of test marketing. Imagine you are the brand manager at Adam’s Brands, the manufacturer of Trident Gum, and you would like to test market a new flavour of gum: Cappucino. Using proper terminology and concepts from our Week 6 materials, NAME and EXPLAIN TWO different methods of test marketing that would be MOST effective for test marketing Cappucino flavoured Trident gum, explaining why these two methods are more effective than the others.
2. Indigo Books wants to measure satisfaction with their website. They post across the top of their home page a large announcement containing a link to a short survey, for about 12 weeks. All website visitors are exposed to the link, and any of them can volunteer to be part of the survey. They get a sufficiently large sample, and Indigo feels the sample is a good representation of their website visitors for that time period. As an expert researcher, do you agree or disagree? Support your claim with a FULL explanation, using proper terminology and concepts from our class materials and discussions.
3. Imagine that your client, Burger King restaurants, wishes to change its logo and they’ve hired you as their market researcher to help them make the right choice, based on consumer feedback using an online survey. The design team has come up with four different designs; to make things simple, we’ll just call these designs by name: Design A, Design B, Design C, and Design D. (It’s not important to know what they look like or what colours or what shapes etc.) 
Your job is to design one or two closed-ended question(s) that would help Burger King know which design to use. Assume that you can show small images of each of the four designs, in your online survey, and that this survey would obviously contain many other questions. You only need to show your one or two questions that help them choose the logo, including 
• the question wording 
• all answer choices for the question(s) 
• the name of which LEVEL OF MEASUREMENT applies to the question(s)
4. a) Describe both CLUSTER and STRATIFIED sampling methods using clear examples. b) To what general type of sampling do both of these belong? 
c) Explain the similarities between Cluster and Stratified sampling, as well as the differences.
5. a) Explain the importance of ORDER of questions in a questionnaire – provide TWO reasons why we take such great care in deciding what order to ask our questions. 
b) Beginning of the questionnaire: What types of questions go here, and why?
c) End of the questionnaire: What types of questions go here and why?
6. Neilsen operates the Homescan Consumer Panel in which members scan barcodes of all their purchases, and complete surveys. To become a member of Neilsen Homescan Consumer Panel, there are two stages. First, anyone can go to Nielsen’s home page and sign up by filling out an online registration. Secondly, those who sign up are on a waiting list, until they are then randomly selected (from the wait list) to join the panel. Neilsen claims this “ensures that the panel truly reflects the country’s diverse population”, and even refers to their panel as a ‘mini-Canada’ (representative of Canada). Do you agree or disagree? Explain your answer fully, using correct terminology and concepts from class 

Coursework Sample Content Preview:

Marketing Research
Student Name
Institutional Affiliation
Marketing Research
Question 1
a. Controlled
This would be appropriate because it is fast and would ensure better monitoring. As such, it would ensure the business to effectively test and monitor the market. In this case, distribution would be controlled by research suppliers. It would also require the business to select certain stores in various geographic areas and then request them to keep its new products in the stores, but at a fee. It would also allow Trident to control the displays, shelf position, pricing, promotions, and point of purchase.
b. Simulated
The advantages that the business would enjoy from this method include that it is the fastest market testing method. It is also cheap and highly predictive and this would mean that the business can reach out to a high number of customers at a minimal fee. It would involve creating an artificial environment that mimics real world. The business would also have to select around 30-40 customers and invite them to buy anything from the store. It would involve assessing the customers’ preference by placing the new products besides the competitors’ products.
Question 2
I disagree with Indigo’s reasoning and conclusion. This is because this is only a sample that is selected randomly. There were no criteria set to ascertain whether the visitors are frequent visitors or not, and whether or not they purchase from the company. There is a lot of bias bound to take place in this case since there is no proof of the visitors being customers. Again, a sample only represents a market but does not necessarily show the exact number of customers that a business has. Indigo should define criteria that are used to determine who takes part in the online survey. Further, not all visitors would click the link and participate in the survey. Consequently, a sample cannot be relied on to show the number of customers that a business has in an area. It should also evaluate how the selected method eliminates bias.
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