Reference no: EM132469136

This assignment should be 4-5 pages in length (not including a cover page and a list of works cited), 1.5-spaced, in 11 or 12 point font. DO NOT REITERATE THE CASE (this won't be counted!).

The paper should have a brief introduction (2-3 sentences) on the importance of marketing research methods (NOT ABOUT JCPenny), then immediately proceed to the two parts dedicated to answering questions, followed by a conclusion and a list of works cited. The list of works cited should include 5-6 additional sources of information on the theory (NOT JCPenny).

Please begin by reading the relevant theory from your textbook, Chapter 2, p.30-42.

Then read a case study titled "J.C. Penny's "Fair and Square" Pricing Strategy" by E. Ofek and J. Avery (Harvard Business School, 2012; p. 1-27; in the beginning of the textbook).

Find and read appropriate additional professional sources of information on marketing research methods (5-6 sources)

Using what you learn from the textbook and the additional sources of information, answer the following two questions: 

• 1. What marketing research methods were used by JCPenney in this case study, and why?

Please pay close attention to the information that could be obtained from the exhibits in the end of the case. There are many marketing research methods that were implemented and mentioned in the exhibits; you should identify their types and discuss. Don't skip this requirement! I will be looking for your ability to demonstrate that you have gained a good understanding of marketing research methods and are able to make sense of those exhibits. Please be advised that

       1. a picture cannot be a marketing research method and

       2. if you see some numbers it doesn't necessarily mean that it is a math modeling method.

In this question you should provide definitions (from the textbook with references and from additional sources) and a list of all marketing research methods that you can find in the case; then you should identify their types (taxonomy) and indicate where your information about each particular method that the company used was taken from (for example, exhibit 5, or exhibit 10, or p.#...) .  

An example of the list

- secondary data - internal source - Exhibit #, exhibit # and #

- primary data - qualitative research, long interview - Exhibit # and exhibit #

- primary data - quantitative research, survey, mail survey - Exhibit # and Exhibit #

and so on.

Please do not analyze mistakes or successes of the company strategy; it is not the aim of this assignment. Your task is to learn and apply the theory to correctly identify and discuss all types of marketing research methods that were used by the company. Please include in your answer definitions of all relevant theoretical terms and concepts.

• 2. What are the advantages and disadvantages of using primary and secondary data? You must answer this question using JCPenny as an example. 

When you write your paper you should use as many professional terms as possible.