Case 7.2

MKT 635 Week 3 Assignment

Case 7.2: Global Motors, Synthesize Your Learning: Drill Bits, Inc.

Prior to beginning work on this assignment, Review Case 5.2 - Integrated Case: Global Motors in your text and respond to the following: In the Ashford University Library, search for some articles on “global warming” or “climate change.” Take notes on the topics that are covered in the titles or abstracts and create an outline of the topics covered. This will help you become familiar with subject in greater detail.

1. Evaluate the sources you’ve used in your paper according to the criteria outlined in this chapter.

2. Do you believe some sources of information are more trustworthy than others?

3. How would you determine trustworthiness?

4. If Nick Thomas wants to learn how consumers’ attitudes toward global warming are related to car-buying intentions, where might he find this data? And why would you recommend the source to Nick?

The paper

· Must be two to three double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the  Ashford Writing Center (Links to an external site.)Links to an external site..

· Must include a separate title page with the following:

· Title of paper

· Student’s name

· Course name and number

· Instructor’s name

· Date submitted

· Must document all sources in APA style as outlined in the Ashford Writing Center.

· Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.

Reading Material for MKT 635 Week 3

Required Resources

Text

Burns, A.C. & Bush, R.F. (2012). Marketing research (7th ed.). Upper Saddle River, NJ: Pearson Education, Inc.

· Chapter 5: Secondary Data and Packaged Information

· Chapter 7: Evaluating Survey Data Collection Methods

· Chapter 8: Understanding Measurement, Developing Questions, and Designing the Questionnaire

Multimedia

LSBF Global MBA. (2010, October 27).  LSBF global MBA – Lecture in marketing research (Links to an external site.)Links to an external site.[Video file]. Retrieved from https://www.youtube.com/watch?v=s-dQZNTWVCg

· This lecture introduces the world of marketing research.  Accessibility Statement (Links to an external site.)Links to an external site. Privacy Policy (Links to an external site.)Links to an external site.

 

Recommended Resources

Articles

Long, S.A. (1991). Pretesting questionnaires minimizes measurement error. Marketing News, 25(11), 12. Retrieved from https://www.ama.org/publications/MarketingNews/Pages/About.aspx/publications/MarketingNews/Pages/About.aspx/

· The full-text version of this article can be accessed through the ProQuest database in the Ashford University Library. Long (1991) examines the usefulness of focus groups in providing accurate feedback.

Maginnis, C. (2002). Design net surveys that reduce exits. Marketing News, 36(24), 18. Retrieved from https://www.ama.org/publications/MarketingNews/Pages/About.aspx/publications/MarketingNews/Pages/About.aspx/

· The full-text version of this article can be accessed through the EBSCOhost database in the Ashford University Library

Semon, T. T. (2000). Better questions means more honesty. Marketing News, 34(17), 10. Retrieved from https://www.ama.org/publications/MarketingNews/Pages/About.aspx/publications/MarketingNews/Pages/About.aspx/

· The full-text version of this article can be accessed through the EBSCOhost database in the Ashford University Library.

Siciliano, T. (2005). Take steps to prevent problematic fieldwork. Marketing News, 39(15), 37. Retrieved from https://www.ama.org/publications/MarketingNews/Pages/About.aspx/publications/MarketingNews/Pages/About.aspx/

· The full-text version of this article can be accessed through the EBSCOhost database in the Ashford University Library.