24 Aug This module will discuss the role and imp
What do “Module Eight” has in for us?
This module will discuss the role and implications of market research in the marketing process. It will cover the advantages and disadvantages of collecting and analyzing both primary and secondary data. This module will illustrate how all the components of marketing work together, including market research, to increase the chances of product success in the marketplace.
How can you be successful this week?
Simple! Read/watch all the links to the resources (articles, website, videos, etc.) posted for this module. Don’t forget to click on the Module Overview Link and read it. Then complete the following activities:
- Read the Textbook: Marketing: An Introduction, Chapter 4
- Read the Marketing Concept Glossary VIII
- Watch the Video: Brand Meaning and Identification
- Participate in the Module Eight Discussion: Making Connections
- Video Activity: Market Research
- MyMarketingLab Simulation Activity: Market Research
For each activity you have to complete, make sure that you first review the Rubric that I will use to grade it. In this way, you will be able to hit each requirement, and your road to success will be guaranteed.
The Discussion
This discussion will allow you to put all the learning together. This is the discussion board where you will have to showcase all your new “Marketing Vocabulary.” Don’t forget to discuss market research! This is the topic where every marketing activity starts!
As an additional resource watch the following Video on “Reptilian Marketing” which will provide abundant information on how & why Marketing Research is conducted:
Direct Link:https://www.youtube.com/watch?v=uoK9lIhzBjw
Start by reading and reviewing the articles posted, and then answer the question(s) posted in the Discussion Forum.
For your initial post (1) you must:
- Compose a post of one to two paragraphs
- Complete the initial post on Thursday night and the reply to your peers by Sunday night. Responses to your peers must demonstrate a depth and think. Keep in mind that I grade quality and not quantity. As your first marketing activity in this class, make sure you deliver VALUE being an exceptional contributor to the Discussion Forum.
Module Eight: Market Research
Learning Objectives
Upon completion of the course, students will be able to:
- Identify reasons to conduct market research
- Describe the different types of primary and secondary market research
- Apply research options to a real-world market scenario
Module Reading and Resources
Textbook: Marketing: An Introduction, Chapter 4
This chapter provides an introduction to the market research process and the types of market research approaches used by companies.
Access this resource by going to the MyMarketingLab area under the course Table of Contents menu.
Presentation: Marketing Concept Glossary VIII
Module-related marketing concepts and terms are presented. Visit the glossary for a quick review of the key terms from this week. You can also look up words in the glossary found along the left-hand navigation bar.
Video: Market Research
This video is a supplement to the module overview, applying concepts to the pet supply store and new product. This video will also take students through the experience of completing an online survey. Transcript available here.
Assignment Calendar
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