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MKT 441 ENTIRE COURSE
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 organization’s 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 instructor’s 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 speaker’s 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 Food’s 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 supplier’s:
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 maker’s 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. It guides the project from conception to the final analysis and presentation of results.
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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