Unit 2 [MT355: Marketing Research ]
Assignment Details and Grading Rubric
Assignment Title: Formulate a Research Problem
In this Assignment, you will engage in developing effective verbal communication. This is critical to your
success in most jobs. Whether by phone, recorded presentation, in person, or via video conferencing or chat,
your ability to articulate a message or piece of information in a clear, concise, and professional manner can
distinguish you from your peers and/or competition.
Directions for completing this Assignment
Read the Case Scenario: Kinshasa Abroad — African Cuisine and Culture
As a new marketing research associate in training, you are tasked with recording a formal oral presentation
in Microsoft© PowerPoint© to demonstrate your ability to formulate marketing research problems. Using
what you learned from reading Chapters 2 and 3 in the textbook to inform your work on this Assignment,
build a 7-slide audio visual presentation answering the following marketing research problems listed below.
1. Include a Title Slide
2. If you were to serve as a research consultant for Mr. Kabasella, what information would you need to
enable you to help him diagnose his marketing problem(s)?
3. Construct a slide that explains the value of problem definition in the marketing research process for
this case.
4. Propose how to create/define a research problem to assist marketing research for this case.
5. Incorporate how the interpretation of a problem definition stimulates critical-thinking and secures
required information.
6. Create a list of probing questions you would ask Mr. Kabasella if you were going to meet with him
to help him specify (a) the manager’s decision problem and (b) research problems.
7. Reference slide
Presentation Format
In Microsoft PowerPoint, create a title slide containing your name, the topic, and the date. Be sure to
apply a design to your presentation. Create one slide for each of the decision problems above.
In this Assignment, you will be using the Microsoft PowerPoint narration tool to create your own
audiovisual presentation. Once you have done this, you can put this skill on your resume. Audiovisual
presentations are used in everything from customer service response, training employees, solving problems
in the workplace, explaining instructions to colleagues and responding to stakeholders concerning business
issues. For a tutorial on adding audio to your Microsoft PowerPoint presentation, click here.
1 of 2
Directions for Submitting Your Assignment
Review the grading rubric below before beginning this Assignment. Compose your Assignment as a
Microsoft PowerPoint document and save it with your first name initial and last name (Example: TAlexMT355 Assignment-Unit 2.ppt). Submit your file by selecting the Assignment Dropbox by the end of the
unit.
MT355 Unit 2 Assignment Grading Rubric
Content, Focus, Use of Text/Outside Sources (50%)
Diagnosis of marketing problem.
Explanation of the value of problem definition.
Formulation of research problem.
Explanation of how interpreting problem definition
stimulates critical thinking.
Subtotal
Analysis and Critical Thinking (30%)
Analyzes in addition to providing facts.
Analysis is well thought out.
Professional design used to develop presentation.
Presentation includes all 7 required slides.
Subtotal
Title slide and Reference slide.
Total Gross Assignment Score:
Less: Late Penalty (Per Policy)
Total
Possible
Points
6
6
Earned
Points
6
6
24
3
3
3
3
12
4
40
2 of 2
MT355-Unit 2 Assignment Case Scenario
Kinshasa Abroad—African Cuisine and Culture
Youlou Kabasella owned and operated a restaurant and
nightclub in Kinshasa, Zaire, for nearly 14 years. The
restaurant’s menu was filled with popular dishes and
drinks from the region. In addition to his food and beverage services, Mr. Kabasella provided a dance floor and
live Zairian/Congolese rumba and soukous music. While
the popularity of most musical styles in Africa were
largely confined to specific countries or regions, rumba and
soukous were popular throughout the African continent.
Anticipating increased political turmoil, Mr. Kabasella
and his family left Zaire in 1995 and ended up living with
relatives in Dayton, Ohio. Soon thereafter, they moved to
Columbus, Ohio, where he worked odd jobs to make ends
meet. A Columbus businessperson befriended him and
offered to loan him the capital necessary to establish a
new restaurant. In 2003, Mr. Kabasella opened Kinshasa
Abroad in the downtown area of Columbus. Like his
former restaurant, it has a dance floor and features
Zairian/Congolese rumba and soukous music. On most
nights, recorded music from the top artists of the genre
is played. There are, however, a few Congolese bands,
such as Tabu Ley Rochereau & Orchestra Afrisa
International and Les Quatre Etoiles (The Four Stars), that
occasionally tour the United States and as a favor to
their fellow countryman (Mr. Kabasella) play at Kinshasa
Abroad whenever they are in the area. A cover of $10 is
charged when there are live acts, but there is otherwise no
cover charge. The res- taurant has 20 quads (tables for
four), 15 deuces (tables for two), and larger parties can be
accommodated by pushing tables together.
Mr. Kabasella and his wife prepare and serve a variety
of African entrees. Some of their specialties include
Peanut Stew, Beef and Greens in Peanut Sauce, Muamba
Nsusu (Congo chicken soup), Malay Curry (stewed lamb
in a curry sauce), Samaki wa Kupaka (grilled fish in a
coconut-tamarind sauce), Nyama Choma (roasted spare
ribs seasoned with curry), and Liboke de Poisson (fish in
banana leaf). The entrees are accompanied by various
African side dishes such as Plantains in Coconut Milk,
Baton de Manioc and Chikwangue (made from cassava
tubers), Irio (peas, pota- toes, corn, and greens),
Maharagwe (red beans), and Mbaazi wa Nazi (pigeon
peas in coconut milk). The Kabasellas also serve a
variety of soft drinks imported from Africa along with
the usual American beverages found in casual dining
restaurants.
When contemplating opening the restaurant, Mr.
Kabasella had predicted it would generate immedi- ate
interest due to the cultural diversity in the Columbus
area. Moreover, because of the restaurant’s proximity to
Ohio State University, he thought there would be a high
level of awareness and interest in African cuisine and
music. Despite his optimism, and the ads he regularly
places in local and school newspapers, Mr. Kabasella has
been discouraged by the fact that customer turnout and
revenue have been far short of what had been projected.
This case was prepared by Jon R. Austin, Ph.D., Associate Professor of Marketing, Cedarville University, 251 North Main Street, Cedarville,
©Cengage Learning
Unit 2 [MT355: Marketing Research ]
Assignment Details and Grading Rubric
Assignment Title: Formulate a Research Problem
In this Assignment, you will engage in developing effective verbal communication. This is critical to your
success in most jobs. Whether by phone, recorded presentation, in person, or via video conferencing or chat,
your ability to articulate a message or piece of information in a clear, concise, and professional manner can
distinguish you from your peers and/or competition.
Directions for completing this Assignment
Read the Case Scenario: Kinshasa Abroad — African Cuisine and Culture
As a new marketing research associate in training, you are tasked with recording a formal oral presentation
in Microsoft© PowerPoint© to demonstrate your ability to formulate marketing research problems. Using
what you learned from reading Chapters 2 and 3 in the textbook to inform your work on this Assignment,
build a 7-slide audio visual presentation answering the following marketing research problems listed below.
1. Include a Title Slide
2. If you were to serve as a research consultant for Mr. Kabasella, what information would you need to
enable you to help him diagnose his marketing problem(s)?
3. Construct a slide that explains the value of problem definition in the marketing research process for
this case.
4. Propose how to create/define a research problem to assist marketing research for this case.
5. Incorporate how the interpretation of a problem definition stimulates critical-thinking and secures
required information.
6. Create a list of probing questions you would ask Mr. Kabasella if you were going to meet with him
to help him specify (a) the manager’s decision problem and (b) research problems.
7. Reference slide
Presentation Format
In Microsoft PowerPoint, create a title slide containing your name, the topic, and the date. Be sure to
apply a design to your presentation. Create one slide for each of the decision problems above.
In this Assignment, you will be using the Microsoft PowerPoint narration tool to create your own
audiovisual presentation. Once you have done this, you can put this skill on your resume. Audiovisual
presentations are used in everything from customer service response, training employees, solving problems
in the workplace, explaining instructions to colleagues and responding to stakeholders concerning business
issues. For a tutorial on adding audio to your Microsoft PowerPoint presentation, click here.
1 of 2
Directions for Submitting Your Assignment
Review the grading rubric below before beginning this Assignment. Compose your Assignment as a
Microsoft PowerPoint document and save it with your first name initial and last name (Example: TAlexMT355 Assignment-Unit 2.ppt). Submit your file by selecting the Assignment Dropbox by the end of the
unit.
MT355 Unit 2 Assignment Grading Rubric
Content, Focus, Use of Text/Outside Sources (50%)
Diagnosis of marketing problem.
Explanation of the value of problem definition.
Formulation of research problem.
Explanation of how interpreting problem definition
stimulates critical thinking.
Subtotal
Analysis and Critical Thinking (30%)
Analyzes in addition to providing facts.
Analysis is well thought out.
Professional design used to develop presentation.
Presentation includes all 7 required slides.
Subtotal
Title slide and Reference slide.
Total Gross Assignment Score:
Less: Late Penalty (Per Policy)
Total
Possible
Points
6
6
Earned
Points
6
6
24
3
3
3
3
12
4
40
2 of 2
MT355-Unit 2 Assignment Case Scenario
Kinshasa Abroad—African Cuisine and Culture
Youlou Kabasella owned and operated a restaurant and
nightclub in Kinshasa, Zaire, for nearly 14 years. The
restaurant’s menu was filled with popular dishes and
drinks from the region. In addition to his food and beverage services, Mr. Kabasella provided a dance floor and
live Zairian/Congolese rumba and soukous music. While
the popularity of most musical styles in Africa were
largely confined to specific countries or regions, rumba and
soukous were popular throughout the African continent.
Anticipating increased political turmoil, Mr. Kabasella
and his family left Zaire in 1995 and ended up living with
relatives in Dayton, Ohio. Soon thereafter, they moved to
Columbus, Ohio, where he worked odd jobs to make ends
meet. A Columbus businessperson befriended him and
offered to loan him the capital necessary to establish a
new restaurant. In 2003, Mr. Kabasella opened Kinshasa
Abroad in the downtown area of Columbus. Like his
former restaurant, it has a dance floor and features
Zairian/Congolese rumba and soukous music. On most
nights, recorded music from the top artists of the genre
is played. There are, however, a few Congolese bands,
such as Tabu Ley Rochereau & Orchestra Afrisa
International and Les Quatre Etoiles (The Four Stars), that
occasionally tour the United States and as a favor to
their fellow countryman (Mr. Kabasella) play at Kinshasa
Abroad whenever they are in the area. A cover of $10 is
charged when there are live acts, but there is otherwise no
cover charge. The res- taurant has 20 quads (tables for
four), 15 deuces (tables for two), and larger parties can be
accommodated by pushing tables together.
Mr. Kabasella and his wife prepare and serve a variety
of African entrees. Some of their specialties include
Peanut Stew, Beef and Greens in Peanut Sauce, Muamba
Nsusu (Congo chicken soup), Malay Curry (stewed lamb
in a curry sauce), Samaki wa Kupaka (grilled fish in a
coconut-tamarind sauce), Nyama Choma (roasted spare
ribs seasoned with curry), and Liboke de Poisson (fish in
banana leaf). The entrees are accompanied by various
African side dishes such as Plantains in Coconut Milk,
Baton de Manioc and Chikwangue (made from cassava
tubers), Irio (peas, pota- toes, corn, and greens),
Maharagwe (red beans), and Mbaazi wa Nazi (pigeon
peas in coconut milk). The Kabasellas also serve a
variety of soft drinks imported from Africa along with
the usual American beverages found in casual dining
restaurants.
When contemplating opening the restaurant, Mr.
Kabasella had predicted it would generate immedi- ate
interest due to the cultural diversity in the Columbus
area. Moreover, because of the restaurant’s proximity to
Ohio State University, he thought there would be a high
level of awareness and interest in African cuisine and
music. Despite his optimism, and the ads he regularly
places in local and school newspapers, Mr. Kabasella has
been discouraged by the fact that customer turnout and
revenue have been far short of what had been projected.
This case was prepared by Jon R. Austin, Ph.D., Associate Professor of Marketing, Cedarville University, 251 North Main Street, Cedarville,
©Cengage Learning
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