analyze secondary research and utilize data from the Nielsen Company’s Web site (see the Claritas information on page 125 in your Marketing Research text) to formulate recommendations for a target market.

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Books

Aaker, D. A., Kumar, V., Leone, R. P., & Day, G. S. (2013). Marketing research (11th ed.). Hoboken, NJ: Wiley. ISBN: 9781118156636.

In this case assignment, you will analyze secondary research and utilize data from the Nielsen Company’s Web site (see the Claritas information on page 125 in your Marketing Research text) to formulate recommendations for a target market.

For the purposes of this assignment, you will want to incorporate the answers to the four questions at the end of the case into a cohesive essay that is 2–4 pages long. Your paper will be graded according to the following criteria:
•Identify key data for collection to determine a marketing strategy.
•Analyze the competitive environment to contribute to strategic decision making.
•Determine research methods to identify customer characteristics.
•Apply technology tools to identify effective data.
•Create relevant, actionable, and specific recommendations.

Secondary Research Scoring Guide Grading Rubric Criteria Non-performance Basic Proficient Distinguished
Identify key data for collection to determine a marketing strategy. 20% Does not identify key data for collection to determine a marketing strategy. Identifies some data, but omits key elements necessary for determining a market strategy. Identifies key data for collection to determine a marketing strategy. Identifies key data for collection to determine a marketing strategy ; demonstrates insight into marketing scenarios.
Analyze the competitive environment to contribute to strategic decision making. 20% Does not address the competitive environment to contribute to strategic decision making. Partially analyzes the competitive environment, but does not apply to strategic decision making. Analyzes the competitive environment to contribute to strategic decision making. Develops criteria and provides detailed examination of information needed to understand competition.
Determine research methods to identify customer characteristics. 20% Does not determine research methods to identify customer characteristics. Identifies some research methods, but does not sufficiently relate to identifying customer characteristics. Determines research methods to identify customer characteristics. Develops specific examples of the ideal customer and provides methods to identify characteristics of customer segments.
Apply technology tools to identify effective data. 20% Does not address potential technology tools to identify effective data. Discusses or identifies technology tools, but does not apply to identifying effective data. Applies technology tools to identify effective data. Demonstrates a thorough understanding of technology tools through specific examples with justification.
Create relevant, actionable, and specific recommendations. 20% Does not create relevant, actionable, and specific recommendations. Creates some recommendations, or recommendations are not specific to the situation. Creates relevant, actionable, and specific recommendations. Creates relevant, actionable, and specific recommendations that are supported by research or examples.