Marketing
Marketing and Communication Information and Decision Making

Task 1
1. Read the following two quotes from fictional researchers:
Qualitative research is just a waste of time and effort because of the small samples and the subjective nature of analysis.

Quote from generic quantitative researcher (2014)Quantitative research is just a waste of time and effort because there is no true random sample and because of the shallow nature of the statistics produced.

Quote from a generic qualitative researcher (2014) these criticisms are usually unfounded. Create a post on the discussion board explaining why. To answer this properly you will need to relate the interpretivist and positivist research paradigms and describe the main differences between them.

2. Find another post and see if you agree with the rationale. If so, tell the student why. If not, also explain why.
Write 250 words

TASK 2
You are required to interpret guest satisfaction survey data (presented below). You’ll need to have read this week’s learning materials and prescribed reading before attempting the activity.

Try to develop at least one point for each of the questions below. With greater input from each student we will end up with a more detailed answer.
Please check GUEST RATING NOTELIERS A&Bto answer the questions: https://infogr.am/guest_rating_hoteliers_aandb
1. Look at the chart and then answer the following questions (you may want to write your answers in Notepad for Windows/TextEdit for Mac and then paste them when you’re ready to post).

Questions
Q1a. Describe the purpose and general type of attitude information presented in the gap analysis chart presented here.

Q1b. Now describe the specific data presented in the chart and use this information to suggest an appropriate service mix strategy or future direction for hotelier A.

On the discussion board, create a post and provide your answers for Q1A and 1B. As mentioned, try to complete one or both answers.
Write 250 words

Task 3
Activity 1: Brand health tracking (BHT)
Purpose:
To understand BHT research and how to interpret brand health survey data. As with previous weeks, if you follow the learning materials you will get insights into the data and technique used in the chart below. If you are still unsure re-read The consumer decision journey(Court, Elzinga, Mulder & Vetvik 2009). There isn’t an expectation that you will be able to provide full answers to this task, but instead we hope that you will try to make at least one valid contribution or point.
Task:
Look at the following chart showing data for Brand A and Brand B. This is based on real data from two telecommunication companies. The chart is interactive – the first page shows Brand A but you will need to click on Brand B to see the chart information there.
1.Look at the graphs presented here (you can look at “Brand A” and “Brand B” by clicking on the button next to the names).
https://infogr.am/copy_bht_pyramid_comparison
2. Answer the following questions:
A.Describe the pyramid/health for each brand.
B.If you were a marketing manager at Brand A, how would you suggest that they improve their competitive position?
C.If you were a marketing manager at Brand B, can you suggest one course of action they might take with their marketing?
3. On the discussion board, create a post and provide your answers. Give all three questions your best shot.

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