Aassignment should be 4 pages in length (plus a cover page
and a list of 5-6 relevant professional sources), in 11 or 12 point font. DO NOT REITERATE THE
CASE (this won’t be counted!). You should begin with a brief introduction (2-3
sentences) about importance of marketing research methods ( NOT ABOUT JCP),
then immediately proceed to answering questions.
The paper should have three parts, plus an introduction, a
conclusion and a list of works sited with 5 -6 additional sources of
information on the relevant THEORY (not about the company).
Please read a case study titled “J.C. Penny’s
“Fair and Square” Pricing Strategy” by E. Ofek and J. Avery
(Harvard Business School, 2012; p. 243-269 custom book); then, write and submit
a 4 page paper answering the following questions:
• 1. What
marketing research methods are used in this case study? Why? Please pay close
attention to the information that could be obtained from the exhibits in the
end of the case. There are many marketing research methods that were
implemented and mentioned in the exhibits; you should identify their types and
discuss. Don’t skip this requirement! I will be looking for your ability to
demonstrate that you have gained a good understanding of marketing research
methods and are able to make sense of those exhibits.
In this question you should provide a list of all marketing
research methods that you can find in the case; then you should identify their
types (taxonomy) and indicate where your information about each particular
method that the company used was taken from (for example, exhibit 5, or exhibit 10, or p.#…) .
Please do not analyze mistakes or successes of the company,
it isn’t your task. Your task is to learn the theory and identify all types of
marketing research methods that were used by the company (do not try to say if
they were right or not – again, it isn’t your task)..
• 2. What
are advantages (disadvantages) of using primary (secondary) data? You must
answer this question using JCP as an example.
• 3. What
conclusions can be made based on the results of quantitative (qualitative)
research presented in the case?
When you write your paper you should use as much as possible
relevant professional terms to answer this question (you can find them on p.44
or p 66 in the custom textbook). Please pay close attention to information from
Exhibits in the end of the case. Don’t
forget to classify research methods in the Exhibits that in your opinion were
used to prepare and check the new JCP’s strategy (if for example, you see that
focus group was used, then you should qualify it as a source of primary data, and as a type of qualitative
research)This assignment should be 4-5 pages in length (plus a cover page and a
list of 5-6 references), double-spaced, in 11 or 12 point font. DO NOT
REITERATE THE CASE (this won’t be counted!). You should begin with a brief
introduction (2-3 sentences) about marketing research methods, then immediately
proceed to answering questions; your answer to the last question is the
conclusion to the paper.
