Ocean Beverage Company Market Research Project
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages
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
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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