Part 3: Group Project—Market Research
Instructor Brief for Marketing Research Group Project
Summary and Purpose
This group project involves students imagining they are part of the research division for a firm that
makes party supplies. A recent product launch didn’t perform as well as planned, and the team must
research why—and how to fix it.
The purpose of this exercise is for students to understand how an organization carries out high-quality
marketing research. In this exercise, students will need to work as a team to develop and execute a total
research plan
Skills
In this group project, students will have the opportunity to practice skills important to all marketers,
including:
• Analytical thinking: considering a marketing problem from several angles, and analyzing
available data to identify potential solutions
• Facilitation: using communication skills to evoke group member participation, lead the
group to consensus, and accomplish group tasks
Format
Divide the class into teams of 4–7 students each. Students will read a briefing document that describes
the situation and prescribes nine specific steps to take as a team. These steps require a number of