Building an Insights Engine: How Unilevel Got to know its Customer

Individual Case Analysis:

The case analysis is meant to show the student\’s ability to apply course concepts and vocabulary to the business problem. Students are expected to use theories, vocabulary, and models to describe the components within the case. The case should be written in clear and concise language that shows the student\’s ability to synthesize course material and relate it to business problems.

There will be several cases assigned for this class. Pick one of the cases to write your case analysis. Each paper will be 3-4 pages long (single-spaced, tables, and bibliography are excluded) with 12 pt. fonts. The case analysis will be due at the beginning of class before the case is discussed in class. No late assignments will be accepted. The case analyses should be submitted through Blackboard Turnitin assignment submission system. You may print out a copy of the analysis for in-class case discussion.

The suggested format for case analysis is provided below, which comprises of five sections. However, given the nature of each case, the case analysis doesnt have to comprise all five sections. The students may apply this format with flexibility.

1. Overview
Overview of pertinent history and facts. Describe the background of the situation or business that is the subject of the case; Provide information that creates the context for your analysis; incorporate relevant facts about the company or situation derived from research outside the case you are analyzing.

2. Problem Definition
State the research problem/s. Identify the research problem or key issue from the case that is relevant to course goals. Will an analysis of this issue allow you to demonstrate your comprehension and synthesis of course concepts?
Clearly describe the research problem or issue.

3. Research Methodology
What was the research methodology employed? Describe the research approach (qualitative versus quantitative), measurement, sampling, etc. How was the research methodology determined? If there were multiple methods used, describe the differences among them.

4. Research Findings
Summarize the key research findings which you deem important. Interpret the results based on your understanding of the key concepts that are related to the course. Critically examine the findings to identify potential biases and limitations.

5. Recommendation/s
Offer your best recommendation based on your analysis in section 4. Support and justify your recommendation. Depending on the nature of the case, you may suggest management or leadership styles or commitments, describe the organizational structure, policies and systems, or outline changes to the business model needed to successfully implement this recommendation.

Note: To write a good case analysis, you may need to compile additional resources. The university subscribes to many online journals, newspapers, and database, which are available from library online resources. Keep records of what you find. When you cite from press releases or articles, list them in a bibliography. List the authors name, title of the article, year published, and the source of the article. For instance:

Trusov, Michael, Randolph E. Bucklin, and Koen Pauwels (2009), Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site, Journal of Marketing, 73 (September), 90102.
Van den Bulte, Christophe (2010), Opportunities and Challenges in Studying Customer Networks, in The Connected Customer: The Changing Nature of Consumer and Business Markets, S. Wuyts, M.G. Dekimpe, E. Gijsbrechts, and R. Pieters, eds. London: Routledge, 735.

Each footnote or endnote needs to have a corresponding number indicated in your essay. If you cite a reference multiple times, indicate all of them in your essay. If you use numbers from an investing website, compile the information you use into some easy-to read tables or charts, and put all of this into your exhibits. Please do not copy and paste from online sources, you will get 0 if Turnitin software from Blackboard indicates plagiarism in your essay.

Below is what we learn this term, so please close these course goals.

Course Overview:

Marketing Research introduces the concepts and applications of market research through the marketing management approach. This course emphasizes the basic methodologies, as well as introduces a variety of techniques, and demonstrates how research applies to strategy, including marketing, advertising, sales and product design and development.

Course Learning Objectives:
Upon successful completion of this course, a student will be able to:
Understand the role of research in making marketing decisions.
Understand the process of marketing research.
Familiar with both print and electronic sources of secondary data.
Develop skills in designing data collection instruments including surveys.
Understand and apply the concept and method of sampling.
Develop skills in collecting and coding primary data.
Develop skills in statistical analysis of data.
Develop communication skills in reporting research results.
Be able to conduct research products by themselves, independently.