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Marketing analysis

Conjoint analysis

This assignment must be completed in teams of four by using conjoint analysis as investigative method.

You have a brief to test the options for a new or refined product. The objective is to identify and recommend a product or service that will satisfy both the needs of the client and of the end user. The work should be carried out in the context of your target customer group.

Determine a set of factors and levels that investigate the trade-offs that are made by the consumer. You may use the design and analysis from the lab. When the design has been completed the survey should be given to at least 20 respondents. The responses should be analysed in order to meet the objectives of the brief. (Vulnerable people, Edinburgh Napier University staff or ENU students must not be surveyed).

Your brief will come from one of the following or suggest another to your tutor:

A child’s day care centre.

Hospital referral for appointments.

Pizza delivery service.

Mobile phone features.

Health club membership.

University module.

Salsa dance classes.

Budget airline flight from Hong Kong to Manila.

Briefs will be distributed on a first-come first-served basis. Give first and second choice topic.

Assessment will be by:

A 10 minute presentation to your client in which you must explain the context of your research and recommend product combinations that offers an expectation of success of your product or service.

A project report showing the background research and secondary research relevant to the presentation (750 words).

A discussion of the sampling plan and possible controls to ensure an adequate coverage of your target market.

Analysis, results and recommendations

Up to an additional 10 pages of supporting documentation

A one page reflection on what you have learned (1 per person)

Marking scheme

Marking scheme

Presentation (One per group) 10

Project report (One per group)

Background Discussion 15

Sampling Plan and Control 10

Analysis, Results and Recommendations 15

Reflective Summary of Conjoint Exercise (One per person) 10

Skills: Article Rewriting, Copywriting, Research Writing, Technical Writing, Translation

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