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MKT 441 ENTIRE COURSE

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Individual Assignment
Team Learning Assignment
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MKT 441 Week 1 Individual Assignment The Importance of Market Research


Resources: University Library, Internet
Select an organization with which you are familiar.
Writea 700- to 1,050-word paper in which you describe the importance of marketing
research to your selected organizations management team. In your paper, address the

following:
Define market research.
If your selected organization uses marketing research, identify the different types of
marketing research it uses and describe the importance of that research to the
organization.
If your selected organization does not currently use marketing research, describe the
different types of marketing research that would be beneficial to the organization.
Format your paper consistent with APA guidelines.
Clickthe Assignment Files tab to submit your assignment.

MKT 441 Week 2 Individual Assignment Global Market Research Case Study
Analysis
Resources: Case 3-2: Sperry/MacLennan Architects and Planners of Marketing
Research(Aaker, Kumar, & Day):
Writea 1,050- to 1,400-word case study analysis of the Sperry/MacLennan Architects
and Planners case. Address the following in your analysis:
Describe the situation discussed in the case.
Identify the key issues for the organization in your selected case.
Discuss possible ways the organization might address these issues.
Based on your analysis of the case, explain the value of market research in the global
community.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.

MKT 441 Week 2 Learning Team Assignment Market Research Implementation


Plan: Problem Identification and Project Outline

Resources: Internet, University Library


Select an organization with which you are familiar. This organization is the basis for your
Market Research Implementation Plan.
Obtain your instructors approval for this organization before beginning this project.
Select a scenario from the following list:
An organization is planning to introduce a new product or service in another country.
An organization is considering introducing a new product or service.
An organization is considering launching a new business unit.
An organization is considering pursuing a new geographical market.
An organization is considering adjusting the pricing of an existing product or service.
An organization is considering enhancing an existing product or service to meet
expanding customer needs.
An organization wants to evaluate its perceived customer service.
Write a 700- to 1,050-word detailed outline of your Market Research Implementation
Plan in which you address the following:
Write an introduction describing your selected organization and scenario.
Based on your selected scenario, identify the detailed areas in which market research is
needed, such as population, target market, and per capita, and describe their
importance to the organization in the selected scenario.
Develop an outline with headings and a brief paragraph for each of the sections you
anticipate having in your final Market Research Implementation Plan. You may decide to
change these sections in future weeks.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.

MKT 441 Week 3 Individual Assignment Marketing Research Tools Paper

Resources: Internet, University Library


Write a 1,050- to 1,400-word paper in which you differentiate among the research tools
used in primary and secondary research. In your paper, discuss the differences in

primary and secondary research when using qualitative and quantitative approaches
and indicate which tools are used for each approach and why.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.

MKT 441 Week 3 Learning Team Assignment Market Research Implementation Plan:
Research Tools Paper

Resources: University Library, Internet


Write a 750- to 1,050-word paper in which you examine the applicability of different
marketing research tools to the scenario you selected for your Market Research
Implementation Plan: Problem Identification and Project Outline. Address the following
in your paper:
Select four different research tools.
Compare and contrast your selected research tools.
Analyze the applicability of your selected research tools to your selected scenario.
Which tool is the most applicable? Which tool is the least applicable?
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.

MKT 441 Week 4 Individual Assignment Measurement Scales Paper

Resources: University Library, Internet


Select four types of measurement scales from the following list:
Nominal
Ordinal

Interval
Ratio
Unidimensional
Multidimensional
Write a 700- to 1,050-word paper in which you describe each one of your selected
measurement scales and how you might use them in a questionnaire.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.

MKT 441 Week 4 Learning Team Assignment Market Research Implementation


Plan: Final Paper and Presentation
Resources: Problem Identification and Project Outline, Internet, University Library
Writea 1,750- to 2,100-word Market Research Implementation Plan based on the
scenario you selected in Learning Team Meeting One. Address the following in your
plan:
Conduct market research concerning the selected scenario using secondary market
research resources.
Locate an online resource. Identify the secondary research data from this resource that
applies to your selected scenario and incorporate it into your Marketing Research
Implementation Plan.
Select two of the four market research tools you analyzed in your Research Tools Paper
and develop at least two survey instruments, such as semantic differential, Likert Scale,
and questionnaire, based on these tools. Recommend sampling procedures for the
implementation of the survey instruments.
Prepare a 12- to 15-slide Microsoft PowerPoint presentation, with speakers notes,
illustrating your Market Research Implementation Plan: Final Paper.
Format your paper and presentation consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.

MKT 441 Week 5 Learning Team Assignment Marketing Strategies Proposal


Kudler Fine Foods is a gourmet grocery store that prides itself on customer service. As
a growing enterprise in a competitive market, Kudler Fine Foods wants to create a
marketing campaign to improve and maintain long-term customer loyalty.
Resources: Kudler Fine Foods virtual organization, student website, University Library
Write a 1,050- to 1,400-word proposal in which you recommend marketing strategies
and tactics based on the market research collected for Kudler Fine Foods. Use the
Virtual Organization link on the student Web site to access additional company
information on Kudler Fine Foods. Address the following in your proposal:
Analyze the market research data sets contained in the Kudler Fine Foods Market
Research Results located on the student website.
Convert the data sets into marketing information.
Identify any trends that exist in the data for the most recent marketing surveys.
Recommend marketing strategies based on the marketing information and identified
trends.
Present the data using descriptive statistics.
Format your proposal consistent with APA guidelines.
Clickthe Assignment Files tab to submit your assignment.

MKT 441 Week 5 Final Exam


MARKETING 441 FINAL EXAM

1.

A marketing research firm is discussing the possibility of a major project for a

real estate company. The research firm has already conducted extensive exploratory
research for the project and has been compensated. For the subsequent survey, the
top managers in the real estate firm cannot agree on exactly what the specific research
objectives should be. What should the marketing research firm do?
a.

decline the project

b.

conduct more exploratory research

c.

tell the top managers what the research objectives should be and do the project

d.

agree to do the subsequent project for a lower cost

e.

none of the above

2.

In establishing the need for marketing research, which of the following would

serve as a good decision rule for managers?


a.

ensuring that competitors are using marketing research, therefore a company

considering marketing research would not be at a competitive disadvantage


b.

determining the value to be derived from marketing research

c.

determining the cost of conducting marketing research

d.

weighing the value derived from the marketing research with the cost of

obtaining the marketing research information


e.

ensuring that subordinates are in favor of conducting the marketing research

3.

Which of the following statements is not true?

a.

The Internet is rapidly replacing libraries and other printed materials once used

in marketing research
b.

The Internet facilitates the distribution of research proposals

c.

The Internet facilitates collaboration between supplier and client

d.

the publishing and distribution of research reports is facilitated by the Internet

e.

none of the above

4.

Which of the following represents an application of secondary data?

a.

predicting broad changes in culture

b.

selecting a street location for a new carwash

c.

economic trends forecasting

d.

corporate intelligence

e.

All of the above are applications of secondary data.

5.

Which type of research may begin with, say, exploratory research, and then go

on to conduct a full-scale, representative survey?


qualitative research
quantitative research
pluralistic research
focus group research
representative research
6.

The percentage of total variation in the dependent variable that is described by

the independent variable is expressed by_________.


a.

coefficient of determination

b.

correlation coefficient

c.

coefficient of covariation

d.

regression coefficient

e.

none of the above

7.

The scaling that permits most sophisticated statistical analysis is

nominal scaling
ordinal scaling
interval scaling
ratio scaling
8.

When a market research supplier subcontracts out data collection activities to

another firm, they are using what kind of a company?


a.

Data analysis

b.

Field service

c.

Quality control

d.

Target marketing

e.

None of the above

9.

It would be unethical for a potential client to steal a marketing research

suppliers:
a.

methodology

b.

survey instrument

c.

sample

d.

proprietary data analysis techniques

e.

all of the above

10.

The Bayesian approach to decision making

assigns probabilities to each state of nature based on relative frequency probabilities


uses personal probabilities reflecting the decision makers confidence in the truth of a
specific proposition
is based on the principle of insufficient reason
assumes complete ignorance about the true state of nature
11.

The best way to improve the response rate of mail interviews is to

offer an incentive
pre-notify people of the survey
use colored questionnaires
use first class mail
none of the above

12.

Which of the following is not true about the research process?

a.

It is a systematic, planned approach.

b.

It ensures that the stages of the research project will be independent of each

other.
c.
results.

It guides the project from conception to the final analysis and presentation of

d.

It creates a consistency between the research design and the research purpose.

e.

All of these are true.

13.

Which of the following is not a characteristic of secondary data?

a.

observation data collected for the project at hand

b.

might be relevant to the problem at hand

c.

gathered previously for another purpose

d.

(b) and (c)

e.

all are characteristic of secondary data

14.

Validity of online surveys depends on

Sample selection
Survey design
Response tendencies
Technology challenges.
All of the above
15.

One of the nonprobability methods used for sampling is:

cluster sampling
systematic sampling
convenience sampling
stratified sampling
simple random sample
16.

This type of chart is the simplest form of chart and is useful for presenting a

measurement taken at several points over time.


a.

line chart

b.

bar chart

c.

pie chart

d.

(b) and (c) are equally useful

e.

all are equally useful

17.

In a beer consumption study, a researcher makes an assumption that males will

consume more beer per week than females; this can be stated in a:
research objective
given level of significance
hypothesis
theory
rule

18.

Target marketing most closely identifies with which of the following orientations?

a.

production orientation

b.

systems orientation

c.

goal orientation

d.

consumer orientation

e.

all are part of the requirements for adopting the marketing concept

19.

Which of the following is NOT a way marketing research is used by corporate

marketing departments to support the marketing decision-making process?


a.

To evaluate the ongoing success of operational marketing strategies.

b.

To identify new target markets.

c.

To measure the quality of customer service and level of satisfaction.

d.

To assess changes in the internal environment.

e.

All of the above are used to support the marketing decision-making process.

20.

Large amounts of money, time, and effort are wasted because requests for

marketing information were poorly formulated. The preceding could have been avoided
if the researcher had
found out exactly why the information was being sought
stated their objectives more clearly
recognize the opportunity
determine whether the information already exists

all of the above

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Entire Course
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