http://www.merlot.org:80/merlot/ A search of MERLOT materials Copyright 1997-2013 MERLOT. All rights reserved. Sun, 26 May 2013 01:28:09 PDT Sun, 26 May 2013 01:28:09 PDT http://www.merlot.org:80/merlot/images/merlot.gif http://www.merlot.org:80/merlot/ 44 34 http://www.merlot.org/merlot/viewMaterial.htm?id=81215 This is an interactive exercise in which students study a movie theater and the five attributes that are important to movie goers: ticket price, line of sight, seat comfort, audio visual, and food. Data are provided for 18 movie theaters and students are asked to use conjoint analysis to determine what one attribute is "worth." This can be used as a homework or in-class problem, and discussion questions are provided.This module was selected as the 2005 Classics Award Winner of the Business Discipline because it is a novel way to demonstrate conjoint analysis to students. By demonstrating with graphs and percentages, students learn what is meant by "part worths" and "relative importance." It is also very versatile, as students may complete it on their own, they may survey several people, or it can be used in the entire class. All of the necessary material is here, so nothing else is needed, and it involves a situation with which students of all ages can identify. http://www.merlot.org/merlot/viewMaterial.htm?id=89661 This site presents two different interactive exercises using conjoint analysis, designing a movie theater, and understanding preferences for airlines. All of the data is provided. Users can select attribute preferences and drag them to the top of the list of attributes. Once preferences are determined, the program automatically calculates the relative importance of each attribute as well as the part-worths. Additional explanations as well as questions for assignments are also provided. http://www.merlot.org/merlot/viewMaterial.htm?id=81346 This Bized site provides a lesson plan on the subject of market research and particularly the relevance of secondary research. Lesson objectives are provided as well as PowerPoint slides, a mind map, and an activity sheet that includes key issue questions and links to other resources. http://www.merlot.org/merlot/viewMaterial.htm?id=77591 This site contains a very detailed outline for conducting research on an industry. Of most value are the links to outside resources. http://www.merlot.org/merlot/viewMaterial.htm?id=85318 Information about marketing research for an introductory marketing course. http://www.merlot.org/merlot/viewMaterial.htm?id=292153 VALS is a marketing and consulting tool that helps businesses worldwide develop and execute more effective strategies. The system identifies current and future opportunities by segmenting the consumer marketplace on the basis of the personality traits that drive consumer behavior. The Site includes: what VALS has done for businesses in the past, what differentiates the VALS types, VALS handbook designed for the academic community (must purchase), and survey to find out your VALS type. http://www.merlot.org/merlot/viewMaterial.htm?id=225776 This article examines a selection of these tools. The tour makes a few observations on secondary and primary data collection and looks at sources of up to date information on the subject of marketing research. http://www.merlot.org/merlot/viewMaterial.htm?id=483230 This activity ask students to use the demographic and lifestyle data available on the ERsys.com site to determine which city would provide the best market opportunity. http://www.merlot.org/merlot/viewMaterial.htm?id=393289 The globalEDGE Global Market Opportunity Assessment Module addresses why it is important to assess global market opportunities, how companies conduct market opportunity assessment, what makes market research effective, and practical approaches to identifying foreign market opportunities. It also includes a case study, glossary of terms, quiz questions for each section, a questionnaire and a list of references for further reading. The globalEDGE Market Opportunity Assessment Module is a free, online course module. Access to this module requires registration to globalEDGE, which is free. http://www.merlot.org/merlot/viewMaterial.htm?id=77592 At this site, one can learn more about a company by examining and testing its products. Reviewing competitors products can provide insights into future directions the company may take. Most of the comments apply to evaluating products, but many could also apply to evaluating a service.