MKT 337 Module Four Short Paper Guidelines and Rubric (Using Test Market Research to Assess a New Product Idea)
Overview: For this assignment, due in Module Four, you will submit a 2- to 3-page paper in which you explain how you will use test market research to determine if your proposed product will succeed in a roll-out to a larger target audience/market. You will also assess any legal and ethical influences in your test
market that might affect your promotion, distribution, and pricing strategies. Prompt: Review Chapter 9 (pp. 254–259) on test marketing and test marketing experiments and, in a 2- to 3-page paper, address the following:
Selection: ○ Explain how you will select your test market for your new product concept. ○ How and why are your selection criteria appropriate for this product?
Influences: ○ What legal and ethical influences in the proposed test market might affect your promotion, distribution, and pricing strategies?
Research: ○ How will you use primary and secondary, qualitative and quantitative research from this test market research to promote your product?
Be sure to be as specific as possible with your responses, and if you feel there are pros and cons to any of your recommendations, please be sure to raise those questions in your paper.
Rubric Guidelines for Submission: The short paper should follow these formatting guidelines: 2–3 pages in length, double spaced, 12-point Times New Roman font, one-inch margins, and citations in APA style. Instructor Feedback: This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. For more information, review these instructions.
Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Selection Meets “Proficient” criteria, and explanation contains original ideas that provide clear insight into selection process
Explains selection of test market for new product concept and outlines how selection criteria are appropriate for the product
Explains selection of test market for new product concept but does not sufficiently outline how selection criteria are appropriate for the product
Does not explain selection of test market for new product concept
30
Influences Meets “Proficient” criteria, and description is supported by research
Describes how legal and ethical influences in the proposed test market might affect promotion, distribution, and pricing strategies
Describes how legal and ethical influences in the proposed test market might affect promotion, distribution, and pricing strategies, but description is cursory or lacking in detail
Does not describe how legal and ethical influences in the proposed test market might affect promotion, distribution, and pricing strategies
30
Research Meets “Proficient” criteria, and discussion is supported by research
Outlines how primary and secondary, qualitative and quantitative research from this test market research will be used to promote the product
Outlines how primary and secondary, qualitative and quantitative research from this test market research will be used to promote the product, but description is cursory or lacking in detail
Does not outline how primary and secondary, qualitative and quantitative research from this test market research will be used to promote the product
30
Articulation of Response
Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to- read format
Submission has no major errors related to citations, grammar, spelling, syntax, or organization
Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas
Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas
10
Total 100%