DeVry mktg320 full course

28 Jun DeVry mktg320 full course

Question
Week 1 discussion

DQ1 – A DECISION-MAKING PERSPECTIVE ON MARKETING INTELLIGENCE

In order for companies to best understand their likelihood for success, they must first analyze a series of data. This data can range from the results of customer surveys to the interpretation of viewpoints obtained during focus groups. Such information is called business intelligence. Think about your future career goals. Why might the industry that you plan to pursue a career in need to gather such data?

DQ2 – MARKETING RESEARCH IN PRACTICE

Our text discusses the three categories used to develop a marketing research firm’s goals. They include programmatic, selective, and evaluative. Discuss each briefly. How do they differ and why are they important?

Week 2 discussion

DQ1 – THE MARKETING RESEARCH PROCESS

What are the steps in the Marketing Research Process?

DQ2 – RESEARCH DESIGN AND IMPLEMENTATION

What is the importance of research design when coordinating a marketing research study?

Week 3 discussion

DQ1 – SECONDARY SOURCES OF MARKETING DATA

Chapter 5 lists a number of ways that secondary data can be used. What are some of those ways and why is each important?

DQ2 – STANDARDIZED SOURCES OF MARKETING DATA

Chapter 6 notes that marketers often use bar codes as a way to monitor inventory and gather relevant consumer data concerning product purchases. It is also mentioned that small chips called radio frequency identification devices(RFID) are often used in lieu of bar codes to better track products and consumers. Do you agree that such tracking is ethical? What additional strategies would you suggest that marketers use to track consumer behavior?

Week 4 discussion

DQ1 – MARKETING RESEARCH ON THE INTERNET

You are the marketing manager for a car manufacturer and need to gather data concerning some of your major competitors. List at least two sources from the Internet that would provide you with pertinent research. Also indicate why these would be considered the most ideal for your research.

DQ2 – INFORMATION COLLECTION: QUALITATIVE AND OBSERVATIONAL METHODS

What’s the difference between qualitative and quantitative measures? When might you use one versus the other?

Week 5 discussion

DQ1 – INFORMATION FROM RESPONDENTS: SURVEY METHODS

Our text discusses different ways to display quantitative data. What are some of these measures and when might it be necessary to coordinate a quantitative study?

DQ2 – ATTITUDE MEASUREMENT

The Bureau of Labor Statistics notes pertinent information concerning the job outlook for those wanting to pursue a career as a survey researcher. You can read more on this website: http://www.bls.gov/ooh/life-physical-and-social-science/survey-researchers.htm. What information do you find interesting? Is this a career that you would likely pursue?

Week 6 discussion

DQ1 – SAMPLING FUNDAMENTALS

What’s the difference between a sample and a census? When might you use one versus the other?

DQ2 – SAMPLE SIZE AND STATISTICAL THEORY

Statistics is very relevant to the field of marketing research. Define two of the statistical terms found in Chapter 15 and indicate their significance.

Week7 discussion

DQ1 – HYPOTHESIS TESTING

What is hypothesis testing and why is it important?

DQ2 – NEW PRODUCT RESEARCH

Can you think of some products that were recently introduced to the consumer market? What stages of research does a new product go through before it is launched?

WEEK 2: CASE STUDY: CLOVER VALLEY DAIRY

Please refer to the case study found at the end of chapter 4 in your textbook to complete this week’s assignment. The case study is entitled, “Clover Valley Dairy Company.” Write a three to five page reply to Charles Krieger’s letter concerning market testing.

Pretend that you are the manager of Clover Valley Dairy, which has no market research specialist. As manager, you must evaluate the situation of the company. Your reply should include answers to the three “Questions for Discussion” found at the end of the case study, and should also explore the purpose of the research, definition of the problem, and the design of the study. Evaluation of the cost/value of the research should also be included.

Remember to submit your assignment for grading.

WEEK 3 CASE 5-1 BARKLEY FOODS

To complete this week’s assignment, please refer to the case study entitled, Barkley’s Foods found at the end of Chapter 5 in your textbook. You are the Marketing Research Manager for Barkley Foods; you just left an emergency meeting with the firm’s president. There is an opportunity to buy an established line of gourmet (high-quality/high-priced) frozen dinners had arisen. Because there were other interested buyers, you need to make a strategic decision so Barkley’s Food could achieve a competitive advantage over their competitors.

Please consider the following four topics to help guide your decisions as the manager of the research group:

Market analysis

Environmental analysis

Customer analysis

Competitor analysis

Write a three- to five-page report addressing the following questions

What is your target market and the importance of your target market to competitors?

What are the potential drawbacks for Barkley Foods entering a particular marketing environment of your choice?

Does the industry contain markets that are suitable for innovation or do Barkley Foods need to take advantage of an emerging market?

Are there any secondary entrants that could impact Barkley Foods business?

You can also use resources like US Census (Links to an external site.)Links to an external site., Nielsen Company (Links to an external site.)Links to an external site., and IBIS World (database found in the DeVry Library (Links to an external site.)Links to an external site. ) to help you gather relevant data.

WEEK 6: YOU DECIDE

Scenario/Summary

Faced with declining attendance (subscription and single ticket), a large deficit and a sluggish economy, you along with three executives of the Vancouver Symphony Orchestra (VSO) ponder the results of an audience survey.

Background information and survey questionnaire can be found at the end of Chapter 18 CASE III-I The Vancouver Symphony Orchestra (Pages 464-470).

Your Role/Assignment

You are in charge of preparing a memo for the Board of Directors analyzing how to best build ticket sales for the remaining 4 months of the season.

You Decide

ScenarioYour RoleKey PlayersAssignment

Scenario

Faced with declining attendance (subscription and single ticket), a large deficit and a “sluggish” economy, you along with three executives of the Vancouver Symphony Orchestra (VSO) ponder the results of an audience survey. Background information and Survey questionnaire can be found at the end of Chapter 18 CASE III-I The Vancouver Symphony Orchestra. Additional survey information (Links to an external site.)Links to an external site.

Your Role

You are in charge of preparing a memo for the Board of Directors analyzing how to best build ticket sales for the remaining four months of the season.

Key Players

Photo of Ed Oscapella

Ed Oscapella

Board Chair

Photo of Jane Corbett

Jane Corbett

Marketing Chair

Photo of E. Douglas Hughes

E. Douglas Hughes

Co-Chair

Assignment

Given the scenario, your role and the information provided by the key players involved, it is time for you to make a decision.

If you are finished reviewing this scenario, close this window and return to this week’s You Decide item, in your course window, to complete the activity for this scenario.

You can return and review this scenario again at any time.

Activity

Write a three- to five-page Report to the Board of Directors addressing the following questions.

What management questions are you hoping to resolve and how did the data help?

What decisions did you make?

What are the strengths and weaknesses of this market research project?

What trade-offs have been made?

Explain any sampling bias?

What issues would you address in future surveys and studies?

Category Points % Description

APA Formatting/Grammar

25 25 Proper usage of APA formatting and free of grammatical errors

Concepts from Text

50 50 Adequate inclusion of key concepts from the text

Application 25 25 Answers all of the previously mentioned questions adequately.

Total 100 100 A quality paper will meet or exceed all of the above requirements.