For this assignment, you will create a Brand map for a product or service category. After the map is created, you will write a management report of the implications of the map. For this assignment, you will use BrandMap Software™ to construct your map. This software is available on all computers in the Schulich computer lab (Room S336). You will have to run your map in the lab as the software cannot be copied onto your personal computer.
To obtain data to create your map, you must write a short questionnaire and administer it to a minimum of five respondents. The data will then be input into Microsoft EXCEL and run using BrandMap Software. The map that you build must ask questions ...view middle of the document...
I will provide next day approval or feedback on your idea. If your request is approved, I will post an updated spreadsheet on the CMD. Therefore, be sure to check the CMD before you send me your proposed topic – as your idea may already have been taken by another student.
4. You cannot create a map on the following product categories as they were discussed in class or done in recent semesters: cereals, beer, automobiles, pain killers, running shoes, credit cards or banks.
1. The objective is to produce a Brand Map that will give the perceptions of the overall population that uses your product category. Assume the position of the marketing manager for the brand indicated on the spreadsheet on the CMD. Write the paper as a report to top management.
2. Discuss any Exploratory research that you conducted and any Secondary data that you collected. Please note that you should only report on the Exploratory research that you actually conducted, not what you (or a market research company) might plan to conduct. When referring to any published research sources, include proper references and footnotes using APA Reference Style ( APA Guide Format found in PDF on CMD).
3. Define the Population and discuss your ‘Ideal’ sampling and data collection procedure. That is, describe how you would conduct your sampling/data collection if your company had a realistic budget of up to $20K- $25K. Please note, that if you can spend less, while maintaining an unbiased sample, then you should do so. Include a discussion of any Sampling Rules in this section. Results of your sample should be projectable to the overall population that purchases your...