Marketing 12 - Marketing Research

PRESCRIBED LEARNING OUTCOMES

It is expected that students will:

• describe the use of marketing research in determining product, place, price, and promotion in business marketing operations
• use appropriate technology to conduct, analyse, and report on marketing research
• explain the role of ethics and the law in the conducting of market research and in the use of marketing research data
• compare how various governments view intellectual property and the implications for marketing
• analyse the influence of cultural, social, and demographic bias on how organizations collect and interpret marketing-research data

SUGGESTED INSTRUCTIONAL STRATEGIES

• Encourage students to gain practical knowledge about the effectiveness of various marketing-research techniques. Have them prepare case studies describing how local businesses with international sales use marketing research to make decisions regarding product, place, price, and promotion. Hold a class discussion on effective international marketing, using the case studies as references.
• Form small groups and have each group use appropriate technology to research world markets for a local product or service. Each group identifies a country for potential sales, justifies the choice with actual marketing-research data, and reports to the class. Groups then use the data to outline marketing strategies for their products.
• Suggest that students locate relevant articles on how various governments treat intellectual property. For example, have them research business publication reports on intellectual-property issues (e.g., trademark piracy, patent theft, breach of copyright). As a class, discuss how these views could affect a company's marketing strategies. As an extension, ask students to report on international agreements protecting intellectual property.
• Raise cultural and ethical issues with students through class discussion. Provide readings on the influence of cultural and gender bias in the interpretation of marketing-research data. Then discuss the issues raised and have students describe techniques of avoiding inaccurate interpretation.
• Ask the class to brainstorm circumstances in which it would be illegal or unethical to use marketing-research data. Discuss why use of the data would be illegal or unethical and how it might be used appropriately.

SUGGESTED ASSESSMENT STRATEGIES

• As students gather and analyse primary and secondary marketing-research data, note the extent to which they:
  • select appropriate technology and resources for the task
  • use resources and technology effectively
  • identify and locate the precise information they need
  • use appropriate analysis procedures
• Invite students to select everyday products on which to base secondary research comparing buyer behaviour in Canada and other countries. Have them identify situations in which buyer behaviour resulted in changes to one or more elements of the marketing mix, describe the changes that were made, and detail how research helped to identify the problems. Check students' work and note the extent to which they:
  • describe the processes involved in conducting marketing research in an international setting
  • identify how researcher biasses and misconceptions can influence marketing decisions
  • recognize the role of marketing research in identifying cultural differences that impede the effectiveness of marketing strategies
  • describe how marketers adjust elements of the marketing mix to address cultural differences identified by research findings
• Provide students with hypothetical marketing-research situations that involve ethical and legal dilemmas. Have each student develop and justify a position regarding a particular case. Check students' work for evidence that they can:
  • accurately describe ethical or legal problems
  • distinguish between legal and ethical issues
  • provide reasoned support for their positions

• Contemporary Marketing Plus, Eighth Edition
• The Global Marketing Imperative

• The Advantage: Service Quality
• International Marketing
• Target Marketing? Bullseye!

• Canadian Marketing in Action, Third Edition

• E-Stat

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