14 Aug Unit1 [MT355:Marketing Research] .gif”>AssignmentDetailsandGradingRubric .jpg

Unit1 [MT355:Marketing
Research]

.gif”>AssignmentDetailsandGradingRubric .jpg”>

In
thisassignment,youwillengage
inanalyzingthemarketingresearch
processandethical
concernsthat marketingresearch
managersmustconsider
whileconductingresearch.Writea2-3pageAPA styleformatted criticalessay,answer
thefollowingquestions:

Question1.Usingthestepsoftheresearch
processtostructureyourthinking,analyze
thefollowingmarketing researchscenariobasedonyourunderstandingoftheChapter
1andChapter2readings:

The
FlyRightAirlineCompany
wasinterestedinalteringtheinteriorlayout
ofitsaircrafttosuitthetastes
and needsofanincreasingsegment
ofitsmarketbusinesspeople.Managementwasplanningtoreducethenumber
ofseatsandinstallsmall
tablestoenable
businesspeopletoworkduringlongflights.Prior
totherenovation, managementdecidedtodosomeresearchtoensurethatthesechanges
wouldsuittheneedsofthepassengers. Tokeepexpensestoaminimum,
thefollowingstrategy
wasemployed:

Questionnaireswerecompletedbypassengersduring
flights.Duetotheeaseofadministrationandcollection, thequestionnairesweredistributedonlyontheshortflights
(thoselessthanonehour).
Thestudywasconducted
duringthesecondandthird
weekofDecember,asthatwaswhenflights
werefull.Toincreasetheresponserate, eachflightattendantwasresponsibleforacertain
numberofquestionnaires.Managementthoughtthiswasa good
timetoacquire
asmuchinformationaspossible;hence,
thequestionnaireincluded
issuesapartfromthe
newseatingarrangement.As aresult,
thequestionnairetook20minutes
tocomplete.

Question2.Inmarketingasinother
aspectsofbusiness,itiscritical
thatprofessionalsmakesuretoactinan
ethicalmannerbothlegallyandsocially.Inthisageofinterconnectedness,oneunethicalmovecanbecome
an Internetvideoorcommentthatspreadsrapidly,
notjustlocally
butpotentiallythroughouttheworld.Froma
marketingstandpoint,itiscritical
totakeintoaccounttheimpactofanorganizationsdecisionsonother
people andtheenvironment.

Considerthefollowingsituations.Foreach,discuss
whetherornottheaction
wasmorallyethical
underthe threemethods
ofethicalreasoning(i.e.,utility,rights,
andjusticeapproaches).

a.
Thedirectorofresearchforafinancialinstitution,notingthatthedeadline
foranimportantresearchreport wasfastapproaching,decided
tocuttherequiredsample
sizeinhalfandinstructedherresearchersnotto
mentionthesamplesizeonanyoftheslides
thatwouldbepreparedforpresentationtodecisionmakers.
She justifiedheractions
byexplainingthattheresearch
wasntallthatimportantanyway
andcertainlynotworth
thecostofpotentiallyhaving
tofireworkers
ifthereportwasntissued
intime.

b.
Oneoftheresearchersintheprevious
examplealsorecognizedthattheproject
wasntgoingtobecompleted bythedeadline.Fearing
forhisjoband
workingonhisownheproceededtocompleteanumberofsurveys
106intotalathomesothattheproject
couldmoveforward
muchmorequickly.

Continued…

.gif”>Unit1 [MT355:Marketing
Research]

AssignmentDetailsandGradingRubric .jpg”>

c.
Knowing that many respondents want to help a researcher by supplying the
answers that they think the researcher wants to hear, a marketing researcher
for a well-known department store began sending surveys from the unknown Taylor
Research Group instead of using the companys name on the cover letter. He
noted that after making the change, the responses to customer satisfaction
questions became less positive.

For additional requirements in
relation to this assignment, see the grading rubric below.

Directions for Submitting this
Assignment:

Review
the grading rubric below before beginning this activity. For additional help
with your writing and APA citation, please visit the Kaplan University Writing
Center. Compose your Assignment as a Microsoft Word document and save it with
your first name initial and last name (Example: TAlex-MT355
Assignment-Unit 1.docx).
Submit your file by selecting the Unit 1: Assignment Dropbox by the end of Unit
1.

Unit1 [MT355:Marketing
Research]

Grading
Rubric:

Percent

.gif”>Possible Score For This
Assignment: 100

Content, Focus, Use of Text/Outside
Sources (60%)

Essay
answers question 1 thoroughly Essayanswersquestion2thoroughly Provides examples to support
positions
Integrates researchsources into answers

Percent
Possible Points

.gif”>

20%

6

20%

6

10%

3

10%

3

60%

18

6.6%

2

6.6%

2

6.6%

2

6.6%

2

27%

8

Analysis and
Critical Thinking (27%)Analyzes
in addition to providing facts Analysis is well thought out
Flow of answers is logical

.gif”>Considers different
positions on the issues

13%

4

100%

30

0

Writing
Style
Grammar, APA Format

Gross Assignment
Score:

Less: Late Penalty(Per Policy)Unit1 [MT355:Marketing
Research].gif”>AssignmentDetailsandGradingRubric .jpg”>In
thisassignment,youwillengage
inanalyzingthemarketingresearch
processandethical
concernsthat marketingresearch
managersmustconsider
whileconductingresearch.Writea2-3pageAPA styleformatted criticalessay,answer
thefollowingquestions:Question1.Usingthestepsoftheresearch
processtostructureyourthinking,analyze
thefollowingmarketing researchscenariobasedonyourunderstandingoftheChapter
1andChapter2readings:The
FlyRightAirlineCompany
wasinterestedinalteringtheinteriorlayout
ofitsaircrafttosuitthetastes
and needsofanincreasingsegment
ofitsmarketbusinesspeople.Managementwasplanningtoreducethenumber
ofseatsandinstallsmall
tablestoenable
businesspeopletoworkduringlongflights.Prior
totherenovation, managementdecidedtodosomeresearchtoensurethatthesechanges
wouldsuittheneedsofthepassengers. Tokeepexpensestoaminimum,
thefollowingstrategy
wasemployed:Questionnaireswerecompletedbypassengersduring
flights.Duetotheeaseofadministrationandcollection, thequestionnairesweredistributedonlyontheshortflights
(thoselessthanonehour).
Thestudywasconducted
duringthesecondandthird
weekofDecember,asthatwaswhenflights
werefull.Toincreasetheresponserate, eachflightattendantwasresponsibleforacertain
numberofquestionnaires.Managementthoughtthiswasa good
timetoacquire
asmuchinformationaspossible;hence,
thequestionnaireincluded
issuesapartfromthe
newseatingarrangement.As aresult,
thequestionnairetook20minutes
tocomplete.Question2.Inmarketingasinother
aspectsofbusiness,itiscritical
thatprofessionalsmakesuretoactinan
ethicalmannerbothlegallyandsocially.Inthisageofinterconnectedness,oneunethicalmovecanbecome
an Internetvideoorcommentthatspreadsrapidly,
notjustlocally
butpotentiallythroughouttheworld.Froma
marketingstandpoint,itiscritical
totakeintoaccounttheimpactofanorganizationsdecisionsonother
people andtheenvironment.Considerthefollowingsituations.Foreach,discuss
whetherornottheaction
wasmorallyethical
underthe threemethods
ofethicalreasoning(i.e.,utility,rights,
andjusticeapproaches).a.
Thedirectorofresearchforafinancialinstitution,notingthatthedeadline
foranimportantresearchreport wasfastapproaching,decided
tocuttherequiredsample
sizeinhalfandinstructedherresearchersnotto
mentionthesamplesizeonanyoftheslides
thatwouldbepreparedforpresentationtodecisionmakers.
She justifiedheractions
byexplainingthattheresearch
wasntallthatimportantanyway
andcertainlynotworth
thecostofpotentiallyhaving
tofireworkers
ifthereportwasntissued
intime.b.
Oneoftheresearchersintheprevious
examplealsorecognizedthattheproject
wasntgoingtobecompleted bythedeadline.Fearing
forhisjoband
workingonhisownheproceededtocompleteanumberofsurveys106intotalathomesothattheproject
couldmoveforward
muchmorequickly.Continued….gif”>Unit1 [MT355:Marketing
Research]AssignmentDetailsandGradingRubric .jpg”>c.
Knowing that many respondents want to help a researcher by supplying the
answers that they think the researcher wants to hear, a marketing researcher
for a well-known department store began sending surveys from the unknown Taylor
Research Group instead of using the companys name on the cover letter. He
noted that after making the change, the responses to customer satisfaction
questions became less positive.For additional requirements in
relation to this assignment, see the grading rubric below.Directions for Submitting this
Assignment:Review
the grading rubric below before beginning this activity. For additional help
with your writing and APA citation, please visit the Kaplan University Writing
Center. Compose your Assignment as a Microsoft Word document and save it with
your first name initial and last name (Example: TAlex-MT355Assignment-Unit 1.docx).
Submit your file by selecting the Unit 1: Assignment Dropbox by the end of Unit1.Unit1 [MT355:Marketing
Research]Grading
Rubric:Percent.gif”>Possible Score For ThisAssignment: 100Content, Focus, Use of Text/OutsideSources (60%)Essay
answers question 1 thoroughly Essayanswersquestion2thoroughly Provides examples to support
positionsIntegrates researchsources into answersPercentPossible Points.gif”>
20%620%610%310%360%186.6%26.6%26.6%26.6%227%8Flow of answers is logical.gif”>Considers different
positions on the issues
13%4100%300Gross AssignmentScore:Less: Late Penalty(Per Policy)

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