Miniproject: Learn by Doing The purpose of this miniproject is to familiarize you with market research techniques and to help you apply these techniques to managerial decision making. 4-31. With a group of three other students in your class, select a small retail business or quick-service restaurant to use as a \"client\" for your project. (Be sure to get the manager's permission before you conduct your research.) Then, choose one topic from among the following possibilities to develop a study problem: • Employee-customer interactions • The busiest periods of customer activity • Customer perceptions of service • Customer likes and dislikes about the menu • Customer likes and dislikes about the environment in the place of business • The benefits customers perceive to be important • The age groups that frequent the place of business • The buying habits of a particular age group • How customer complaints are handled 1. Develop a plan for the research. a. Define the research question as you will study it. b. Choose the type of research approach you will use. c. Select the techniques you will use to gather data. d. Develop the mode and format for data collection. 2. Conduct the research. 3. Write a report (or develop a class presentation) that includes the five parts shown in step 7 of the market research process covered in the chapter.
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- Choose one topic from the list provided in the text. - Formulate a clear and specific research question related to the chosen topic. Show more…
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Case Analysis Document – Cinnamon Case The BUYER's side: Complete questions B1 to B10 after reading the buyer's part of the case. B1. What are the issues to be negotiated? [Hint: The bargaining mix as informed in the case. List as many issues as you think are relevant for the buyer.] Answer questions two to five in the table below. Expand the table as needed. If you identified many issues in the last question, limit the number of issues to top five important issues. B2. What are buyer's priorities among the issues in the bargaining mix? [Hint: Rank order the bargaining mix] B3. What are the primary underlying interests? [Hint: Why are you negotiating?] B4. On each issue, what is buyer's walk-away point (limits) and BATNA? B5. What are buyer's target points and opening requests on these issues? Order Issue Primary Underlying Interest Target Point My BATNA Walk-away Point B6. Who are the important constituencies to whom the buyer is accountable, if any? [Hint: The Field Analysis – Constituencies are the parties that are not at the negotiation table. They are sitting at the sidelines and watching you or your opponent negotiate. Constituencies have a direct interest in the outcome of the negotiation.] B7. What do the buyer know about the other negotiator's goals, issues, and resistance points? [Hint: Only mention the information that is available to you with in the case.]
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4- As a sales representative, you should provide a presentation to the company's potential customers. What would be the most important knowledge that customers should gain from your presentation? a) The advantages of the organization's offerings over the competitors. b) How the organization's offerings will benefit them. c) The type of after-sales support provided by the organization. d) The costs involved in the development of the offerings. 8- An organization is considering better managing big data and taking advantage of the insights it provides. Which of the following actions is NOT necessary for this organization to take to achieve this goal? a) Seek alternative ways to use data that have never been mined. b) Interpret data so the results apply to the types of decisions that managers need to make and the decision-making process that they follow. c) Produce visuals and decision-making tools that are simple and easy to understand. d) Reduce communication and transaction costs. e) Design models that can analyze complicated data but explain results in ways that can be easily understood. 12- Super Supplies is a new business based in Switzerland that is planning to establish an e-commerce site to sell home office supplies to online customers in Switzerland and three other countries in the European Union. According to research, online customers do not like to pay shipping fees. What actions could Super Supplies take to reduce shipping fees charged to customers? a) Keep packaging as light and as small as possible. b) Offer free shipping on minimum orders. c) Use third-party payment processing services. d) Both a and b. e) All of the above. 13- A company has decided to use a digital marketing method that involves the customization of promotions, products, and experiences. What digital marketing method does the company use? a) RSS b) Point-of-Purchase Marketing c) Personalization Marketing d) Email Marketing e) Content Marketing 14- What is the advantage of using a third-party payment processing service for an e-commerce site? a) It can be set up quickly. b) It does not typically charge transaction fees. c) It is suited to large volumes of sales. d) Enforces a short holdback period for the balance of sale.
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5. Gary is conducting an organizational communication study by using two different methodologies. He is giving the employees a questionnaire and he is also reviewing the minutes of the company's Board meetings over the past three years. Gary's research approach is a good example of: a. distributive methodology b. quantitative research c. triangulation d. qualitative research e. hybrid methodology 6. The study of the social and personal importance of storytelling is the focus of which communication field? a. Organizational Communication Studies b. Mass Communication Studies c. Performance Studies d. Public Communication Studies e. Intercultural Communication Studies 7. Don goes to class on Friday, but the instructor is not present. The teaching assistant announces that the instructor is ill and there will be no class that day. When Don comes to class on Monday, he notices that students are handing in an assignment to the instructor. He discovers that the TA told students that even though there was no class on Friday, they had a homework assignment to complete. Don's failure to attend to that part of the TA's message is an example of: a. noise interference b. biased reception c. insular listening d. selective perception e. assimilation 8. Which of the following is a construct? a. your expectation of how a friend will behave b. your idea about how you should act in specific situations with a friend c. the person who is the best example of a friend to you d. how a friend measures up on the dimension of intelligent-unintelligent e. the dictionary definition of friend 9. When you are tired, stressed, or sick, you are likely to perceive things more negatively than when you are well-rested. This is an example of: a. expectations b. social influences c. physiological influences d. self-serving bias e. attribution
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