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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