worksheet

Benchmark - Marketing Plan Analysis – Marketing Research

Directions: Address each of the questions below in the textbox provided.

Part I - Secondary Research

Directions: Using the selected company used in previous topics, go to the IBIS World resource and search for your company and click on the appropriate National American Industry Classification System (NAICS) category. Conduct secondary research using the information provided. You can also use additional sources, such as the company website and trade articles in addition to IBIS World. Write a 150-word summary of your findings.

Part II - Primary Research Plan

Directions: Now that you have completed the secondary research, there will still be gaps and information needed to develop a marketing research plan. You will need to develop a research plan to conduct your primary research. Be sure to include all five steps in the marketing research process.

Include an example of the questions you would use for your questionnaire, survey, or interviews. Be sure the questions are designed so the data you collect will solve your research question. Write a 150-word summary of your findings.

Part III - Practical Use of Marketing Research

Directions: Discuss how you would use the findings of both your primary and secondary research findings to help your organization make decisions. For example, with this information, would you adjust your marketing strategy or tactics or change your target market? Write a 50-100-word summary of your findings.

References: Provide APA-formatted references for all resources you have cited.

© 2023. Grand Canyon University. All Rights Reserved.

2

Topic 3 Trait Theory Worksheet

Complete any “Big 5” (OCEAN) personality test for free online, refer to the Topic 3 resources for suggestions, and obtain your “Big 5” (OCEAN) personality profile. Using that information, answer the following questions and cite any references accordingly using in-text citations and a reference list in APA format.

1. List your percentile scores for each category as they appear on the site:

Open-Mindedness:

Conscientiousness:

Extraversion:

Agreeableness:

Negative Emotionality:

2. The site producing the scores provides a descriptor for each score. Discuss a sentence or two that particularly stood out to you and explain why.

3. Using at least one current scholarly source (journal article), provide a concise and clear explanation in one to two paragraphs about the potential benefits of using personality testing as a tool for determining an individual's suitability for employment in a specific job.

4. Using at least one current scholarly source (journal article), provide a clear and concise explanation in one to two paragraphs about the limitations of using personality testing as the sole factor in determining an individual's suitability for employment in a specific job. Include a discussion on ethical issues that may arise from the use of personality testing in employment decisions.

5. Imagine a scenario where someone unexpectedly gains access to their boyfriend/girlfriend's test results. In one to two paragraphs, explain why this person may feel a strong urge to review their partner's results. Discuss potential social and ethical challenges that could arise from this revelation

6. Should we know the personality profiles of our community leaders? In one to two paragraphs, provide a reasoned response, justifying your stance. Discuss the potential benefits and drawbacks for the public in having access to the personality profiles of their leaders.

References

© 2023. Grand Canyon University. All Rights Reserved.

Benchmark - Marketing Plan Analysis – Marketing Research

Directions: Address each of the questions below in the textbox provided.

Part I - Secondary Research

Directions: Using the selected company used in previous topics, go to the IBIS World resource and search for your company and click on the appropriate National American Industry Classification System (NAICS) category. Conduct secondary research using the information provided. You can also use additional sources, such as the company website and trade articles in addition to IBIS World. Write a 150-word summary of your findings.

Part II - Primary Research Plan

Directions: Now that you have completed the secondary research, there will still be gaps and information needed to develop a marketing research plan. You will need to develop a research plan to conduct your primary research. Be sure to include all five steps in the marketing research process.

Include an example of the questions you would use for your questionnaire, survey, or interviews. Be sure the questions are designed so the data you collect will solve your research question. Write a 150-word summary of your findings.

Part III - Practical Use of Marketing Research

Directions: Discuss how you would use the findings of both your primary and secondary research findings to help your organization make decisions. For example, with this information, would you adjust your marketing strategy or tactics or change your target market? Write a 50-100-word summary of your findings.

References: Provide APA-formatted references for all resources you have cited.

© 2023. Grand Canyon University. All Rights Reserved.

2