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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

http://snhu-media.snhu.edu/files/production_documentation/formatting/rubric_feedback_instructions_student.pdf

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%