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Assignment 1: LASA 2: Marketing Project: Breakfast Cereal Manufacturer

Assignment 1: LASA 2: Marketing Project: Breakfast Cereal Manufacturer

Refer to the cereal company scenario described in Module 4 in which you are to assume that a breakfast cereal manufacturer wants to learn more about the breakfast habits and preferences of the general population so that, as they evaluate marketing opportunities in different metropolitan areas, they will be better able to predict the success of different approaches to their marketing mix. You have decided to use a survey to gather the data you need.

As part of the project, you would like to test several hypotheses you have developed regarding the company’s marketing mix.  Your marketing research firm’s manager has asked for certain details of your plan for the project. Your response must include:

1. An explanation of the advantages and the disadvantages of survey methods.

2. A description of the situational characteristics, the task characteristics and the respondent characteristics that are factors that should be considered when selecting the survey research design for a marketing research project. 

3. Your recommendation for use of either a person-administered survey method, a telephone-administered survey method, an e-mail survey, or an Internet survey method and the justification for your choice.  

4. Statements of each of the four hypotheses to be tested (one for each element of the marketing mix).

5. A statement of the null hypothesis to accompany each hypothesis statement.

6. An explanation of the benefits of hypothesis testing.

7. A description of the statistical technique that should be used for testing each of the hypotheses and an explanation of why that technique should be used.

8. An example or description of a perceptual map and a supported recommendation of whether perceptual mapping should be part of the project.

9. Must contain at least one graph or chart.

Write a 10-page paper in Word format. Apply APA standards for writing style to your work.

By 12/29/17 8PM PST, deliver your assignment to the Submissions Area.

 

Assignment Grading Criteria

Maximum Points

Explained the advantages and disadvantages of survey methods.

28

Described the situational, task, and respondent characteristics that should be considered when selecting the research design

36

Recommended and justified a survey method.

24

Hypotheses are precisely phrased, testable, and relevant to the research needs.

40

Null hypotheses are precisely phrased and appropriately correspond to the hypotheses.

24

Explained the benefits of hypothesis testing.

32

Statistical techniques are appropriate to the hypotheses and are justified.

32

Perceptual maps are illustrated or described and a recommendation regarding their use is supported.

24

Written Components:  Organization (16) Usage and mechanics (16) Style (8) APA elements (20)

60

Total:

300

 

 

 

 

 

Rubric Name: MKT432_M5A1_Grading_Rubric

 

Criteria

Maximum Points

GR1 Explained the advantages and disadvantages of survey methods.

28 points

GR2 Described the situational, task, and respondent characteristics that should be considered when selecting the research design

36 points

GR3 Recommended and justified a survey method.

24 points

GR4 Hypotheses are precisely phrased, testable, and relevant to the research needs.

40 points

GR5 Null hypotheses are precisely phrased and appropriately correspond to the hypotheses.

24 points

GR6 Explained the benefits of hypothesis testing.

32 points

GR7 Statistical techniques are appropriate to the hypotheses and are justified.

32 points

GR8 Perceptual maps are illustrated or described and a recommendation regarding their use is supported.

24 points

GR9 Written Components:  Organization (16) Usage and mechanics (16) Style (8) APA elements (20)

60 points

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