Reference no: EM134039772
Marketing Research and Data-Driven Insights
ACTIVITY 1: IDENTIFYING RESEARCH PROBLEMS & OPPORTUNITIES
Why is it helpful to distinguish between a manager's decision problem and the research problems?
The decision problem is the manager's practical question, what they need to decide or solve from a business perspective (e.g., "How can we grow sales with our plant-based menu?"). The marketing research problems break this into specific questions the research needs to answer to inform that decision (e.g., "How aware are consumers of our plant-based items?" and "Why do some choose them, and others do not?").
How does knowing if it's mainly a problem or an opportunity help plan the research?
If it's a problem (negative situation), research often aims to diagnose what went wrong and how to fix it (discovery-oriented and often reactive).
If it's an opportunity (positive situation), research tends to explore how to best leverage it or guide strategic implementation (proactive, often "how" questions).
Case 1: Work Boot Company
Your company sells work boots. A review found your website might be outdated and less user-friendly. Meanwhile, new competitors are entering the market.
Decide
Is this a problem or an opportunity?
Why? Explain.
Which is the decision problem?
Which are the research problems?
Given statements:
Select
Select Select
"What information do customers expect to find on a work boot retailer's website?"
"How can we improve our website to attract and retain more customers?"
"How do customers perceive our website's ease of use and visual appeal?"
Case 2: Nike Virtual Sneakers
Nike has launched virtual sneakers for platforms like Roblox to engage Gen Z. Early signs show excitement, but Nike wants to guide future investments.
Decide
Is this a problem or an opportunity?
Why? Explain.
Which is the decision problem?
Which are the research problems?
Given statements:
Select
Select Select
"How does owning Nike virtual products influence perceptions of Nike as an innovative brand?"
"Which features of virtual Nike products most appeal to Gen Z?"
"How should Nike develop its virtual product strategy to build brand loyalty among young consumers?"
Case 3: McDonald's Plant-Based Menu
McDonald's introduced new plant-based items to appeal to environmentally conscious consumers. Early sales are promising in some places but mixed elsewhere.
Decide
Is this a problem or an opportunity?
Why? Explain.
Which is the decision problem?
Which are the research problems?
Given statements:
Select
Select Select
"How can McDonald's expand its plant-based offerings to drive sales among health- and environmentally conscious customers?"
"How aware are target consumers of McDonald's plant-based menu items?"
"What are the primary reasons some consumers choose plant-based options while others do not?"
ACTIVITY 2: PROBLEM FORMULATION
Instructions
Read each scenario carefully.Then work through these guiding points:
Identify the symptoms (observable signals that indicate a problem or opportunity).
Explain why there is a need for marketing research (what does the organisation not yet know that it needs to find out?).
Define the manager's decision problem (the big strategic question the manager must address).
State at least two clear research problems (specific questions that marketing research will answer to help solve the decision problem).
Scenario 1: Bud Light's Backlash After Inclusive Campaign
Bud Light partnered with transgender influencer Dylan Mulvaney to appeal to younger, diverse consumers. This campaign triggered a strong backlash, leading to boycotts, viral videos of people destroying Bud Light, and a sharp drop in sales. Bud Light lost its position as the top-selling beer in the U.S. and now faces pressure to either apologise or stand by the campaign.
Symptoms of the problem
Why is marketing research needed?
Manager's decision problem
Research problems
Scenario 2: H&M's Sustainability Claims Under Scrutiny
H&M promotes sustainability through its in-store recycling and "Conscious" clothing line. However, media and environmental groups have criticised these initiatives as "greenwashing." Social media discussions increasingly question the authenticity of H&M's claims, which could affect trust and loyalty.
Symptoms of the problem
Why is marketing research needed?
Manager's decision problem
Research problems
Scenario 3: Nike's Move into the Virtual World
Nike has launched Nike Virtual Studios, acquired digital fashion startups, and released virtual sneakers for platforms like Roblox. These efforts aim to engage Gen Z and Alpha consumers who value digital identity and gaming. Early signs show enthusiasm, but Nike wants to ensure these investments resonate and guide where to grow next.
Symptoms of the opportunity
Why is marketing research needed?
Manager's decision problem
Research problems
ACTIVITY 3: ETHICAL CONSIDERATIONS & ADHERINGTO CODES OF CONDUCT
Instructions
For each scenario:
Refer to the Research Society Code of Professional Behaviour, available on Canvas.
Work through these steps:
Identify the ethical concern: What seems questionable or risky here?
Locate and write down the Code number and section that applies.
Quote or paraphrase the rule.
Explain the potential breach: How could this scenario violate that rule?
Suggest a mitigation: What could be changed or done to comply with the Code?
Bringing it together
Write a short paragraph like this:
Code X, sectionY of the Research Society Code states "[quoted or paraphrased requirement]". In this scenario, X could breach this by [explain].To comply, they should [brief recommended action].
Scenario 1: Passive data collection in a retail study
A large retailer wants to understand how customers move through their store.They hire a market research firm to install discreet cameras and track individual paths to analyse shopping patterns.The cameras also capture facial images that could be used to identify people. Customers are not clearly informed this data is being collected.
Identify the ethical concern:
Locate and write down the Code number and section:
Quote or paraphrase the rule:
Explain the potential breach:
Suggest a mitigation:
Putting it together:
Code X, sectionY of the Research Society Code states "[quoted or paraphrased requirement]". In this scenario, X could breach this by [explain].To comply, they should [brief recommended action].
Scenario 2: Sharing identifiable data with the client
A researcher conducts a customer satisfaction survey on behalf of a bank. During the project, the researcher shares the full dataset including participants' names, contact details, and individual survey responses with the bank's marketing team, so they can follow up directly. Customers were not told their identities and responses would be shared.
Identify the ethical concern:
Locate and write down the Code number and section:
Quote or paraphrase the rule:
Explain the potential breach:
Suggest a mitigation:
Putting it together:
Summary of Answer Requirements
1. Align with PPT Knowledge Points:
- Do not deviate from the concepts in the lecture slides.
- Paraphrase using your own words.
- Refuse to copy large blocks of case study stories.
- Do not use AI data, but you can use AI (as a tool).
2. Must Include Numbers:
- Use hypothetical + numerical values to simulate classroom data.
- This is required to satisfy the teacher's grading criteria.
3. "T-shaped" Strategy to Get an HD (High Distinction):
- Aim for high scores; this differentiates D [Distinction] and HD [High Distinction] by 5%.
- Breadth: Answer the question from multiple angles and perspectives.
- Depth: Conduct a concise, critical analysis. Do not just praise the company. Be objective and point out strategy shortcomings and potential risks. It should imply ideas for improvement, not just pure complaining. For broader context, see Marketing Strategy.
4. Format & Length:
- Fit the text into the narrow PDF input box.
- Write short sentences.
- Use a plain spoken tone typical of an international student. Avoid looking like it was generated by AI.
- If there is not enough space, you can delete the critical analysis part to secure a baseline D (Distinction) grade.
5. Question Analysis (Reviewing the Prompt):
- Strictly select from the given options.
- Differentiate between a Management Decision Problem (MDP) and a Marketing Research Problem (MRP). For related research concepts, see Defining Research Objectives and Marketing Research Process.