MT355M2-2 Research Designs : Apply important concepts, frameworks, methodologies, and tools to marketing research problems.

August 7, 2023August 7, 2023 Discipline: Marketing

*****Please Read ALL Directions and Open ALL Documents*****


MT355M2-2: Apply important concepts, frameworks, methodologies, and tools to marketing research problems.

Part 1: Working the Net–Stories

Product testing provides your target market with various options and requests their opinions on each one. Through product testing, you can analyze metrics such as the intention to purchase, quality, and value to determine which product ideas are most favored by customers.

Instructions:

  1. Read the article “Best U.S. Microcosm Cities to Test Market a National Product.” Link: (https://smallbusiness.com/product-development/best-u-s-cities-to-test-market-a-national-product/)
  2. Review the article on metro areas that resemble the most and the least the U.S. Link: (https://wallethub.com/edu/metro-areas-that-most-and-least-resemble-the-us/6109)
  3. Answer the following questions:
    1. What observations can you make about the geographic distribution from the articles?
    2. If you were to test a new accessory for jet skis or mountain bikes (choose one), which markets would you choose, and why?
    3. Why is product testing vital for a thriving product launch and market research?

Part 2: Case Study: Do Customers Like Chatbots?

Please thoroughly read Case 6.1, titled “Do Consumers Like Chatbots?” in Chapter 6.

A chatbot or chatterbot is a software application used to conduct an online chat conversation via text or text-to-speech in lieu of providing direct contact with a live human agent. The chatbot’s computer program uses artificial intelligence (AI) and natural language processing (NLP) to understand customer questions and automate responses. In the case study, preferences for using live agents versus chatbots will be explored.

Instructions:

  1. Read the case.
  2. Answer the following questions fully:
    1. Knowing what you know from your readings about survey qualifications, what might be the qualifications to participate in this survey?
    2. Could the data for this research have been gathered using several different forms of survey research? If so, which ones?
    3. Describe some types of errors that might have occurred in this research.
    4. Other than survey research, what other recommendations can you suggest to make this research stronger/more practical?

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