MKT4040project_Online.pdf

Marketing 4040 Online
Professor Stanton

Research Project

Files for Submission: Upload a copy of your “memo”, survey materials, and data to Moodle.

Imagine that you work in the marketing department of (insert X) company. Your company X views (insert Y company) as
your chief competition. You may pick “your” company from the list of X companies below.

Objective: Company X wants to better understand how consumers view your products and your competition’s products.

For this project, you will collect some data to address this objective. Draw on all relevant information from class that can
enhance your research design and conclusions that you draw from your research.

1) Data Collection: Survey of Consumer Attitudes (can be electronic or paper)

a. Create a multi attribute attitude model (MAAM) comparing your brand versus the competition on
whichever 5 attributes you think are most important.

b. Create additional survey questions (at least 5) regarding consumer attitudes that you believe to be
important in understanding why and how consumers purchase your product. The better your additional
questions, the more informed your conclusions will be.

c. Survey at least 5 but no more than 10 adults.

d. Create tables & charts using Excel/PowerPoint to summarize your findings. Please include a MAAM
table for the data of each individual surveyed and the summary data (averages). Also include the data
for your additional survey questions. Your data collection methods and data summary can be uploaded
as separate files to Moodle.

2) In a 1-page “memo”, address the following points:

a. Describe why you chose the methods and survey questions that you did.

b. Explain how your data from 1d above should be interpreted.

c. Briefly describe the insights that emerge from the data that you have collected. How do consumers
perceive your company versus the competition? How are you performing on certain attributes versus
others? How do the brands compare overall? Where should you focus your efforts moving forward?
How can you change consumers’ attitudes about your product or your product’s attributes? Can you
use your data in terms of strategic planning – if so, how?

d. Prepare this as if it were a memo to a senior marketing manager at your company.

Company X Company Y

Pair 1 – Tim Hortons Starbucks
Pair 2 – Adidas Nike
Pair 3 – Lenovo Apple
Pair 4 – Lincoln Cadillac
Pair 5 – Detroit Watch Co. Shinola
Pair 6 – Athleta Lululemon