Before data can be collected, marketing researchers must
identify the problem or root causes driving the research. This LAP explains how
managers and researchers work together to determine the actual research problem
so research objectives can be developed. Types of data, units of analysis, and
relevant variables for marketing research studies are also discussed.
LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about marketing research problems, a (So What?) discussion of why it's important to learn, ideas (Make it Pay!) for immediate application, and a short (Gray Zone) case addressing ethical issues. The instructor section features a comprehensive discussion guide, complete practice- (short answer) and post-tests (multiple-choice) with descriptive keys, student activities, and more.
As an added bonus, instructors will receive a second version of the student guide—in color and designed specifically for use on electronic devices. This additional student guide is easier for instructors to share with students via email, shared drive, or learning management system and easier for students to view and read electronically. Click here for a sample of the bonus student section.
Bring your discussions to life with our PowerPoint presentation featuring a broad range of graphics and special effects to help keep students interested. This professionally produced presentation consists of 17 slides.