Welcome to our Padlet for BUSN2028 - Uncovering Global Market Insights. This space will be our central hub for weekly discussions, sharing insights, and collaborating on projects. Here are a few guidelines to help us make the most of this platform:

1. Weekly Discussions: Each week, a new column will be added for our discussion topics. Please contribute your thoughts, questions, and responses in the relevant column.

2. Respectful Communication: Always be respectful and considerate in your posts and comments. Constructive feedback is encouraged, but let's keep our interactions positive and supportive.

3. Stay On Topic: Ensure your posts are relevant to the week's discussion topic. If you have off-topic questions or comments, please use the designated "General Questions" column.

4. Engage Actively: Your participation is crucial. Engage with your classmates' posts by commenting, asking questions, and providing feedback.

5. Multimedia Posts: Feel free to use text, images, videos, and links to enrich your contributions. Just make sure all content is appropriate and relevant to our discussions.

6. Technical Issues: If you encounter any technical issues with Padlet, please reach out to me via email.

Let's make this a productive and engaging space for everyone. Looking forward to your contributions!

•Provide this AI generated definition, then deconstruct it

•Is it the same as what you would have come up with on your own, or different?

•What does this mean about how we should use AI as market researchers?

•What were the key insights from this market research?

•How does the Heineken case illustrate the definition of market research provided in the lecture?

•Is this an example of applied or basic market research?

•What questions would need to be answered to guide the development of this launch? (Tip: consider the four Ps)

•Compare in-house vs agency research to answer these questions

• How does the failure of New Coke demonstrate the importance of the first stage of the market research process: problem definition?

Seams is a US-based online clothing brand and store that was started in 2010 and has experienced impressive growth year on year. The company employs approximately 200 people. Last year, the company had annual sales of $56 million. The company is now looking to expand to Australia. One of the most effective advertising strategies the company has used in the US is celebrity endorsements. The company wants to assess whether the same strategy will work in the Australian market. Seams has engaged your market research team to conduct market research on the effectiveness of celebrity endorsements in the Australian market.

What could the problem statement for this client be, including:

•What could the marketing management problem be?

•What are some potential research questions and research objectives that could stem from this marketing management problem?

1. An app developer has coded a new product that generates notes for students during class, but needs to finalise the product design and features and decide whether or not there is a market for this product. They want to understand whether or not University students even take notes and, if so, what is important to them, but have very little pre-existing information to go on.

2. Flinders want to assess student use of and satisfaction with on-campus facilities.

3. An Australian beverage company has developed three versions of a potential television commercial, and want to determine which will produce the greatest purchase intention.

·      The loss of market share of Coca Cola (and the gain of it by Pepsi)

·      Coca-Cola’s unfavourable result on the Pepsi Challenge, which was taste based.

·      Change on consumer preferences toward sweeter drinks.

·      Pepsi competing at the same pricing level and not any more as a discount brand.

·      Pepsi targeting younger generations (aggressive marketing strategy).

-              How the failure of New Coke demonstrates the importance of the first stage of the market research process: problem definition?

As market research is a systematic process, if one of the steps is not accurate, the final result will not be so. In the first stage, the problem to be solve need to be clearly identified and understood, in order to go on with the market research and effectively come up with a solution.  

Some of the issues Coca Cola had:

• The misunderstanding of the customers: Coca-Cola identified a shift on consumer preferences toward sweeter drinks. However, it did not take into consideration the emotional background of Coke.

• Blind test bias: This test only measures the consumer preference in terms of taste, but does not consider a holistic picture, considering factor such as emotional and psychologic factors, brand loyalty.

Seams is a US-based online clothing brand and store that was started in 2010 and has experienced impressive growth year on year. The company employs approximately 200 people. Last year, the company had annual sales of $56 million. The company is now looking to expand to Australia. One of the most effective advertising strategies the company has used in the US is celebrity endorsements. The company wants to assess whether the same strategy will work in the Australian market. Seams has engaged your market research team to conduct market research on the effectiveness of celebrity endorsements in the Australian market.

• Develop 4-5 interview guide questions OR 4-5 focus group topics that could be used to address the above research problem.

• Outline how you would ensure that the focus group OR interview was effective (tip: consider participant comfort, building rapport…)

If conducting a focus group, designate one team member as the moderator, while the rest of the team are the focus group participants

If conducting an interview, designate one team member as the interviewer, one team member as the interviewee, and the remaining team members as observers/note takers

• How effective/ineffective was your qualitative method for understanding the topic?

• What were the findings of the qualitative research conducted amongst your group? Identify 2-4 themes that emerge from the data. Briefly explain your themes, and see if you can provide a quote to illustrate each (non-verbatim OK).

  
  

Also consider what the interviewer did well and see if you can identify any questions that you would have framed differently.

1. How to attract more business and leisure travelers.

2. How to improve customer experience to increase loyalty.

3. Where to expand or adjust routes to meet demand.

To solve these challenges, Qantas must analyse both internal and external data sources to make informed strategic decisions.

Brainstorm at least 5 internal and 5 external data sources that Qantas could use to address one or more of the business challenges listed above.

Think about:

• What internal data does Qantas already have access to?

• What external sources could provide useful insights?

What uses could they have for:

• Cross-sectional surveys

• Longitudinal surveys

Seams is a US-based online clothing brand and store that was started in 2010 and has experienced impressive growth year on year. The company employs approximately 200 people. Last year, the company had annual sales of $56 million. The company is now looking to expand to Australia. One of the most effective advertising strategies the company has used in the US is celebrity endorsements. The company wants to assess whether the same strategy will work in the Australian market. Seams has engaged your market research team to conduct market research on the effectiveness of celebrity endorsements in the Australian market.

Seams would like you to design a survey to address the research problem. 

• Determine whether a cross-sectional or longitudinal survey is appropriate and explain why. 

• Recommend a method of communication for this survey.

• Justify your recommendation, briefly outline how it could be implemented.

•"You enjoyed your visit to our café, didn’t you?" (Yes/No)

•"Would you say we serve the best coffee in town?" (Yes/No)

•"On a scale from 1 to 10, how satisfied were you with our service?"

•Open-ended: What did you love most about your visit?

The majority of respondents gave high ratings, and the owner concludes: "95% of our customers are highly satisfied.“ The owner then uses this statistic in marketing campaigns and to make decisions about customer service strategies.

•What types of survey error could be present?

•How could each error bias the results?

•What strategies could the café use to reduce these errors?

• 2 nominal scale questions

• 2 ordinal scale questions

• 2 interval scale questions

• 2 ratio scale questions

For each question:​

1. Identify any problem/s with the question and measurement scale, and ​

2. Rewrite the question and/or measurement scale to be correct​