Ocean Beverage Company Market Research Project
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Ocean Beverage Company Market Research Project
Assignment 2: LASA 1: Market Research Project: Ocean Beverage Company
The vice president of Ocean Beverage Company has asked you to collect data on the company’s marketing mix and potential changes to the mix from both current and prospective customers residing within the company’s existing geographical market area. You have decided to use a questionnaire to gather part of the data you need and experimental research to obtain the rest.
Ocean Beverage Company began operations in 1977 when the founder of a company producing a popular local brand of carbonated soft drinks decided to sell the company and retire. At that time the company’s market area consisted of southern California and Arizona. The new owner embarked on an aggressive plan to add flavors and expand the geographical market. The growth campaign was successful and the company now offers a full line of the common cola and other soft drink flavors plus six flavors that are unique to Ocean. The market area has expanded and now encompasses all of California, Oregon, Arizona, New Mexico and Nevada. Oceans enjoys the third largest average share of the soft drink market in their market area.
The objective of the marketing research project is to provide data that will be useful as the company evaluates the alternative of moving into the health and energy drink market. Some of the questions that have been raised are:
- Will it be better to enter the health drink market using the well-known Ocean brand or a new brand name that would not be associated with soft drinks?
- In terms of liquid ounces, what size container should be used for the health drink?
- What is the existing sales volume of health drinks in the company’s market area and what rate of growth should be expected?
You must demonstrate the questionnaire and describe the process you followed during its development in a presentation to the vice president. You must also gear your presentation to helping the vice president catch the vision of your plan for the experimental research project. NOTE: The focus of your research need not be limited to the three example questions.
Include the following in the presentation:
- Identify the types of market data needed for this project that may be available from secondary sources and the types that must be obtained through primary research.
- Develop a seven question questionnaire that includes both open-ended and fixed-alternative questions, including measurement scales that are focused on collecting information from current and prospective customers in relation to effectiveness of the marketing mix. Display this questionnaire on the PowerPoint slides.
- Emphasize any ethical cautions that relate to the development of scale measurements.
- Outline your application of the “flower pot” approach to developing the questionnaire.
- Explain the value of experimentation in marketing research.
- Describe the variables used in experimental research design.
- Identify and briefly describe five techniques you would use to minimize threats to internal and external validity of the experimental project.
Develop a 12 to 15 slide PowerPoint presentation. The presentation must include at least one chart or graph and speaker notes must be included on all of the slides. Apply APA standards for writing style to the speaker notes.
By Wednesday, July 2, 2014, deliver your assignment to the M3:A2 Dropbox.
Assignment 2 Grading Criteria Maximum Points Identified the types of market data needed from primary and secondary sources. 12 Developed a seven question questionnaire that includes both open-ended and fixed-alternative questions, measurement scales, and is focused on collecting information from current and prospective customers in relation to effectiveness of the marketing mix. 36 Described ethical cautions that relate to the development of scale measurements. 16 Explained the application of the “flower pot” approach to developing the questionnaire. 36 Explained the value of experimentation in marketing research. 16 Described the variables used in experimental research design. 16 Described five techniques used to minimize threats to internal and external validity of the experimental project. 24 Written Components: Organization, usage and mechanics, APA elements, style. 44
Ocean Beverage Company Market Research Project
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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