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Assigned Readings:Chapter 15. Marketing Research Tools.Initial Postings: Read and reflect on the assigned readings for the week. Then post what you thought was the most important concept(s), method(s), term(s), and/or any other thing that you felt was worthy of your understanding in each assigned textbook chapter.Your initial post should be based upon the assigned reading for the week, so the textbook should be a source listed in your reference section and cited within the body of the text. Other sources are not required but feel free to use them if they aid in your discussion.Also, provide a graduate-level response to each of the following questions:Video Exercise: Research Design at LSPMALake-Snell-Perry-Mermin Associates (LSPMA) is a decision research firm that works on behalf of clients to determine what different segments of the population believe and feel about issues of interest to the clients. A third of LSPMA’s work is for political candidates, another third is work for progressive issues organizations, and the remaining third is work for foundations and major institutions. LSPMA uses telephone polls, online polls, and in-person and online focus groups to collect data and to identify population (or audience) segments. Audience segmentation enables an LSPMA client to identify groups of people who are supportive of its issue(s) or cause(s), groups who can be converted to being supportive, and groups who will never be supportive. A client can then target its resources toward connecting with and persuading those segments that are likely to be the most receptive to the client’s message. The research enables the dividing of the audience into segments; once segments are identified, they are tracked in future decision research. Although audience segmentation can be useful, it can make the population seem more divided than it actually is.
VIDEO DISCUSSION QUESTIONSWhy do political organizations need marketing research conducted by LSPMA?
What is the relationship between marketing research conducted by LSPMA and identifying the needs and wants of specific market segments?
Why would a business rely on a marketing research firm that is heavily into political polling?
[Your post must be substantive and demonstrate insight gained from the course material. Postings must be in the student’s own words – do not provide quotes!] [Your initial post should be at least 450+ words and in APA format (including Times New Roman with font size 12 and double spaced). Post the actual body of your paper in the discussion thread then attach a Word version of the paper for APA review]Submitting the Initial Posting:Your initial posting should be completed by Thursday, 11:59 p.m. EST. Response to Other Student Postings: Respond substantively to the post of at least two peers, by Friday, 11:59 p.m. EST. A peer response such as “I agree with her,” or “I liked what he said about that” or similar comments are not considered substantive and will not be counted for course credit.[Continue the discussion through Sunday,11:59 p.m. EST by highlighting differences between your postings and your colleagues’ postings. Provide additional insights or alternative perspectives]Evaluation of posts and responses: Your initial posts and peer responses will be evaluated on the basis of the kind of critical thinking and engagement displayed. The grading rubric evaluates the content based on seven areas:Content Knowledge & Structure, Critical Thinking, Clarity & Effective Communication, Integration of Knowledge & Articles, Presentation, Writing Mechanics, and Response to Other Students.
This activity/assignment will help students understand surveys for assessing customer satisfactionActivity: Create a short customer satisfaction surveys for the B2B and B2C customers of a company selling laptops or similar products. How do these surveys differ from each other?The assignment is to answer the question provided above in essay form. This is to be in narrative form and should be as thorough as possible. Bullet points should not to be used. The paper should be at least 1.5 – 2 pages in length, Times New Roman 12-pt font, double-spaced, 1 inch margins and utilizing at least one outside scholarly or professional source related to marketing management. The textbook should also be utilized. Do not insert excess line spacing. APA formatting and citation should be used.
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