Critical
Reflection Paper
Topic: Marketing Research
Mandatory
sections to be covered:
2 –
Explain the topic in detail:
1. Make a section titled “Literature Review.”
2. Start this section by explaining the TOPIC
from your textbook.
3. Expand your topic explanation by using
articles published in peer-reviewed scholarly journals (within the last five
years (2018 – 2023).
4. Organize your Literature Review section into
subsections, each subsection explains one concept or theory related to the
topic, and cite your statements by using APA-formatted in-text citations.
5. Give the paragraphs APA-formatted
leveled-titles.
3 –
Provide relevant research in support of the topic:
It means, support ALL your:
• Claim statements,
• Standpoints,
• Analyses,
• Arguments,
• Recommendations
With APA-formatted in-text citations from
peer-reviewed scholarly journals published during the last 5 years.
4 –
Relate the topic to a real life business experience, failure, opportunity, or
missed opportunity, as follows:
• Make a section titled “Marketing
Opportunities/Issues.”
You will identify marketing/business
opportunities or issues related to the topic by using a company as an example,
(you may use your current or previous employer or any firm).
5 –
Provide your personal reflection on the topic.
• Make a section titled “Personal Reflection on
the Topic.” Personal reflection means explaining your observations or practical
experience related to the topic
6 –
Provide recommendations for additional or future use of the identified
marketing opportunities or risk mitigation for the identified issues, as
follows:
Make a section titled “Recommendations;” under
this section, your will include the following:
• Recommendations to exploit the marketing
opportunities that you identified in Step 4, AND/OR,
• Recommendations to mitigate the risks of
issues that you identified in Step 4.
• Support your recommendations with
APA-formatted in-text citations from peer-reviewed scholarly journals published
within the last 5 years.
7 –
Conclude the paper:
• Add a “Conclusion” section and make a good
conclusion.
Text
Book: Marketing Management by Kotler, Keller and Chernev
High-Level
ppt on the topic and core conepts:
Learning
Objectives
5.1 Define
the scope of marketing research.
5.2 Explain
the marketing research process, how to gather and analyze market data, and how
to develop a research plan.
5.3 Explain
how to measure and forecast market demand.
5.4 Define
the different approaches to measuring marketing productivity.
CORE
CONCEPTS:
• Internal
Research: We collect internal
information
about our business strengths and weaknesses, analyze the information, and come
up with:
Strategic
recommendations to utilize and improve the strengths
Strategic
solutions to overcome the weaknesses
CORE
CONCEPTS:
• External
Research (Customers): We collect
external
information about our Customer Needs, Wants and Buying Behavior, analyze the
information, and come up with solutions:
Design
and produce products of value that meet their Needs/Wants, achieve customer
satisfaction, and create loyalty
CORE
CONCEPTS:
• External
Research (Competitors): We collect external information about our Competitors,
analyze the information, design competitive strategies to respond to them such
as:
by
price/quality/services
by
promotion
by place
(product distribution)
