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(2007, 1500 words)
The paper analyses qualitative and quantitative techniques used in marketing research focusing on projective techniques (PT). Types of PT are identified; the issues of PT reliability, usefulness and validity are discussed.
(2007, 3200 words)
This work looks at the Coolfast case study, which is a product initially developed to transport pharmaceuticals and medical products that needed to be kept cool throughout the world. In this work there is a detailed analysis of the design process, suggestions of how the European market for Coolfast can be segmented, a proposal for market research to assess the potential demand across Europe and a proposal for an appropriate marketing strategy for the launch of Coolfast in the UK. There is particular reference to the economic theory and optimal approach to market segmentation and the use of ethnography as a market research method vital for understanding the needs of the market and consequently how companies can adapt to potential customers' feedback in creating a product even more focused on customer needs. The paper answers the following assignment tasks: Evaluate the design process used by the three companies in the case and compare this with best practice as outlined in the literature. In this, state what they should have done and why and consider aspects of the process, people and leadership. With reference to the appropriate theory suggest how the European market for Coolfast could be segmented. Draw up a proposal for market research to assess the potential demand across Europe. Propose an appropriate marketing strategy for the launch of Coolfast in the UK.
(2006, 1500 words)
The paper offers a marketing research into the third generation of wireless communication technology (3G) services. The 3G market research touches on the 3G market segmentation, buying behaviour towards 3G, new 3G product development, etc.
(2006, 3500 words)
The paper examines the marketing strategy of UK computer companies providing an overview of the UK personal computer (PC) hardware market, identifying its trends and sales practices, analysing the changes in the volume of the PC market, and identifying its opportunities and threats (includes both business and residential use).. The profiles of the key players in the PC market are presented. Recommendations are suggested for the companies wanting to enter the UK PC market.
(2006, 3000 words)
The paper examines pre-holiday shopping in the UK offering a proposal to open a holiday shop within Boots. Analysis of the existing Boots sales is conducted; the shop design is described; consumers’ attitudes towards pre-holiday shopping are studied; market opportunities for retailers are identified.
(2006, 4500 words)
The paper reports on My Clozette, a small fashion retail company, reviewing their background, and focusing on the strategies used to increase their customer base. A primary marketing research (through a questionnaire) is conducted to identify consumers’ perceptions and attitudes towards My Clozette. Recommendations to the company management are offered on the basis of the data analysis.
(2006, 3000 words)
The paper examines the methods of improving Thornton’s luxury chocolate sales describing the position of Thornton in the UK confectionary market, using secondary research methods to evaluate Thornton’s financial performance, and conducting primary research into customers’ opinions on Thornton’s (through interviews). Conclusions are made about the possible benefits of reducing the number of Thornton’s stores and increasing the distribution of their products through supermarkets and retailers.
(2006, 1500 words)
A proposal is drawn to show the market trends in cosmetic and hair products. Market analysis and reports show that the market for female hair styling products has been decreasing and demand for men’s cosmetics is on the rise. The men’s market has been analysed and the effects of brands, product choice and price of products are considered. The special focus of this study is on the untapped market of over 45 year old men who have disposable income and comprise a considerable part of the consumer population. The research problems and objectives are presented along with description of the qualitative and quantitative methods and the methodology of the research has been identified.
(2006, 2000 words)
The paper reports on designing a simulation survey for a chocolate manufacturing company to assist in the launch of their new product. The process of designing a questionnaire is reviewed; the methods of sampling and data analysis are described; recommendations for conducting surveys are offered.
(2005, 3500 words)
The paper examines the role of marketing research (MR) formulating its purpose, outlining MR methods, techniques, etc. The importance of the survey research in marketing is highlighted outlining its types and principles.
(2006, 1400 words)
The increasing diversity of the socio-cultural and economic environment in which research is being conducted, implies that international marketing practitioners will need to develop the capability to conduct and co-ordinate research spanning a brand range of environmental contexts and research questions. In that vein the ethical issues associated also broadens. This paper looks at the ethical issues from three key vantage points: Client, Researcher and Respondents.
(2006, 3700 words)
This report examines students experiences of working in groups, and is based on a Marketing Research project carried out within a University. This report has been designed by me to review the key findings from my research project and to also give commentary to a detailed literature review in regards to the academic theory I have looked into that underpins my rationale. I have broken the report up in to six sections as follows: Sec1. Detailed review of literature & findings for my research project; Sec2. Problems faced whilst carrying out review of materials; Sec3. Issues with sampling; Sec4. Problems encountered whilst trying to administer questionnaires; Sec5. Analysis conducted; Sec6. Conclusion/ framework that I have drawn from my research
(2006, 2500 words)
The report critically evaluates the Ñorganizational health testÒ of Northern Rail Engineering undertaken by one of the consultancy teams to access the overall effectiveness of their depot and make recommendations for improving organizational effectiveness as part of a wider process of examining options for organizational restructuring. In order to achieve the aims of this report, it has been divided into two major parts, the first part talks about the ÑhealthÒ of the organization and the second part concludes in the form of recommendations and an action plan based on the first part. Organizational development theories have been used by the author to justify his claims regarding the case study.
(2005, 1500 words)
The paper offers a market research tool to assist in launching a new brand of luxury chocolate in the UK. A questionnaire is designed to identify consumption patterns, target audience, preferences in advertising media, and other features of potential British chocolate buyers.
(2004, 2000 words)
The paper reports on the viability and market potential of new vegetarian meals at McDonalds providing the design and methodology of the research including the methods of qualitative and quantitative data collection and analysis.
(2006, 2800 words)
This article discusses the application of perceptual mapping technique for marketing research, and particularly for consumer research and market positioning strategies. Main emphasis is given to presenting the essence of perceptual mapping, how it can be applied and its major benefits for marketers.
(2005, 2000 words)
The paper evaluates the effectiveness of the Delphi forecasting technique relating its history and applications as a research tool over the past decades. Key characteristics of the Delphi method are identified; its advantages and disadvantages are highlighted; the accuracy of Delphi studies is argued on the basis of a literature review.
(2005, 1000 words)
This essay offers a number of definitions on research/high-tech parks, citing the up to date real life examples, facts and figures. In addition, it summarised various obvious and potential advantages, disadvantages and benefits resulting form development of science/high-tech parks on the scale of the whole country and locally.
(2005, 1500 words)
DVD.COM, a company selling audio and video CDs over the Internet, conducted a marketing research design to test the effectiveness of a new graphic design for its Website. Firstly, this report provides a comment on the basic research design by analyzing its strengths and weaknesses. Secondly, it compares and evaluates the data based on the results of the experiment. Finally, a recommendation of a modified research design will be presented.
(2005, 1200 words)
Market Analysts and Promotional Specialists, Incorporated (M.A.P.S.) designed a new marketing research plan for Dixie Brewing Company, who wants to develop a new promotional campaign for improving their beer product competitive position. This report provides an analysis of the research design of the case through the considerations of internal and external validity and the test market. Finally, a new experiment design for producing more interpretable results will be presented.
(2005, 2000 words)
The paper examines the satisfaction level of the MSc in Strategic Marketing (MSCM) reporting on the research conducted among students at the School of Management on the basis of primary data collection (questionnaires). The reasons for the students satisfaction and dissatisfaction are analysed.
(2005, 2000 words)
The paper reports on the performance of Waterford Crystal, a crystal glass manufacturer, in the US market. The concept of marketing research is identified in general terms followed up by the marketing research of the company's branding, consumer behaviour, market segmentation, etc.
(2003, 3000 words)
The paper is devoted to the study of the market research methodology. The application of qualitative methodologies and their use in sampling, data collection, questionnaire design, data analysis and interpretation are discussed. An example of an interview illustrating its design, performance and interpretation is analysed.
(2004, 5000 words)
The paper examines the operations of the Canadian company Mountain Equipment Co-op (MEC) that provides goods and services for wilderness-oriented activities and is currently considering an expansion into either the Russian or the Swedish market. The in context is a Composite Jacket. The paper presents marketing research of the economic climate, focusing on risks and trade regulations in both countries and outlining the problems that the company may face. The results obtained from the analyses prompt that Russia can be a lucrative though a high-risk market, with risks being lower in Moscow area. Sweden, on the other hand, has a lower level of risk, yet the market is small and the overall costs are high. The conclusion is made that MEC will enter the Russian market.
(2004, 6000 words)
This research describes and analyses different marketing research techniques, their relevance and suitability to marketing. Apart from that writer analyses different types of secondary data sources which can be used for marketing research and their reliability. Finally report presents framework for competitor analysis.
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