I have to do 4 case studies that are each 1 page in summary. 12 point font double spaced in word. They are attached. My teacher also wants me to do a 6 page research paper. The reference page is an additional page. Her instructions are as follows:
You will create a research topic that has an independent variable and a dependent variable, for example,“The Relationship between Personality and Leadership.” Personality is the independent variable andleadership is the dependent variable. Then you are to write a partial paper in APA format.
You will need toinclude a:
• Running Head on the paper
• Abstract (typically written last, but would like for you to still practice writing an abstract)
• Introduction
• Literature Review
- References
Click herefor an APA paper example.
Do a search for articles that have already been published in academic journals pertaining to your research study for your literature review. You are to review the existing literature that has already been published and summarize thisinformation in your paper’s literature review section. The literature review section should be 3 pages.
Be sure and review and summarize current research within the last few pages. However, if you happen to bereferencing a theory, for example, that developed many decades ago, it is OK, and expected, to include thatarticle of information from its original source date.
Microsoft Word - USTA Video Case Study.docx 1 U.S.T.A.: Come Out Swinging (Video Case) Abstract: The United States Tennis Association (USTA) funded one of the most aggressive surveys ever undertaken about a single sport in order to revitalize tennis in the minds of consumers. The survey results were supplemented with qualitative research by Vigilante, a specialist in urban communication campaigns. What resulted was a full-scale marketing initiative involving the establishment of Tennis Welcome Centers and the Come Out Swinging advertising, merchandising, and public relations campaigns. The case describes a participation research study pioneered by the United States Tennis Association (USTA), who aimed to change the elitist perception of tennis. Employing the research skills of the Taylor Research and Consulting Group and the communication research experience of Vigilante (NY), an advertising marketing agency, the objective of the USTA was to engage the interest of diverse populations in the game of tennis. They also sought to encourage former tennis players to return to the game while retaining and recruiting new tennis enthusiasts. Company Background: The Taylor Research and Consulting Group: A privately-held company established in 1987 by Scott Taylor, it provides qualitative and quantitative market and opinion research and consulting services to businesses in a variety of industries. United States Tennis Association: Established in 1881, the USTA is the national governing body for the sport of tennis and the recognized leader in promoting and developing the growth of tennis on every level in the United States¾from local communities to the crown jewel of the professional game, the US Open. Vigilante: An urban advertising and marketing agency established in 1997, Vigilante crafts marketing communication programs relevant to the consumers of urban culture using both traditional and non-traditional channels including advertising, sales promotion, events, street and entertainment marketing, media planning, strategic planning and research. Company URLs: www.usta.com; www.thetaylorgroup.com Publicis North American purchased Vigilante New York (www.publicisna.com). Click the Link Below to Watch the Video Case Study: http://www.viddler.com/embed/9f351473/?f=1&player=arpeggio&secret=97449953&make_responsi ve=0 Video Case Study Content and Discussion Questions to Answer: The United States Tennis Association funded one of the most aggressive surveys ever undertaken about a single sport in order to revitalize tennis in the minds of consumers. The survey results were supplemented with qualitative research by Vigilante, a specialist in urban communication campaigns. What resulted was a full-scale marketing initiative involving the establishment of Tennis Welcome Centers and the Come Out Swinging advertising, merchandising, and public relations campaigns. This case reveals the research and how the marketing initiative developed from it. 1. What was the basic research design undertaken by USTA? 2. Why did the study include 25,000+ households? 3. What was the underlying management dilemma driving the research? 4. What was the research question? 5. What were some of the findings? 6. Vigilante was charged with coming up with an ad campaign that could make tennis appear “cool, relevant, cutting edge” and accessible to former players. What research did they use to guide campaign development? Microsoft Word - Video Case Study- Volkswagen's Beetle.docx Volkswagen's Beetle (video case) Abstract: This video case profiles the history of the original Beetle in the U.S. market from its introduction in 1949 to its demise in 1979 and then follows the initial two years of the New Beetle’s rebirth, 1998 and 1999. The Beetle became a symbol of the 1960s rebelliousness, but it lost the love of a generation when it stressed engineering over style and low-cost operation, two factors that baby boomers considered crucial in the 1970s. By 1974, the Beetle had lost ground to its aggressive Japanese rivals for the value segment of the U.S. automobile market. In 1998, when the Beetle was reintroduced in the United States, it surpassed all sales estimates. The second year it doubled its sales. Historically, the Beetle is the world’s best-selling car, having sold in more countries than any other automobile, with 21 million cars sold in its lifetime. Website URL: www.vw.com/beetle Video Case URL: Click here to watch the video case study: Volkswagen’s Beetle Company Background: Out of the rubble of World War II-torn Europe, the Beetle was originally introduced in the United States in 1949. Ferdinand Porsche designed the original Volkswagen Beetle while Ivan Hurst masterminded production. The Beetle became a symbol of the 1960's rebelliousness, but lost the love of a generation when it stressed engineering over style and low-cost operation, what the baby-boomers considered crucial in the 1970s. By 1974, the Beetle had lost ground to its aggressive Japanese rivals for the value segment of the US automobile market. And by 1979 you could no longer buy a Bug in the States. But the Beetle still had a franchise in the US, as one spokesperson comments: "Where ever it is introduced, the new Beetle garners the same reaction: people smile." In 1998 when the Beetle was reintroduced in the United States, it surpassed all sales estimates. The second year it doubled its sales. Historically, the Beetle is the world's bestselling car, having sold in more countries than any other automobile, more than 21 million in its lifetime. 2002 model year was the fifth for the New Beetle. In December 2002 Volkswagen introduced the first 180 horsepower version of the 1.8 T called the New Beetle Turbo S. Video Content and Discussion: The video profiles the history of the original Beetle in the U.S. market from its introduction in 1949 to its demise in 1979, then follows the initial two years of the New Beetle's rebirth 1998-99. It is ideal for discussing qualitative research, as the advertising profiled is dependent on an in-depth understanding of the needs of today's small-car segment. Answer the following discussion questions: 1. What management dilemmas should have led Volkswagen to research its U.S. market? 2. Is the reveal of the design of a new (or reborn) car the first research that Volkswagen was likely to have done? 3. What type of research would be done at such an event? 4. Are the attendees at such a show likely to be members of the relevant sample population? 5. What qualitative research could have revealed the major themes used in the advertising that re- introduced the Beetle? Lexus SC 430 Business Research Methods, 13e Case Discussion Guide: Lexus SC 430. Lexus SC 430(Video Case) Abstract: This video case follows the research used to develop the Lexus SC 430 hardtop convertible. From auto show interviews to Qual-Quant clinics and positioning analysis, learn about how Team One Advertising, Lexus’s U.S. agency of record, used research to position this latest entry into the crowded sport coupe category. Company Backgrounds: Team One Advertising: Team One Advertising is a full-service agency, including comprehensive relationship marketing, event marketing/promotions, and interactive services. Headquartered in El Segundo, Calif., and a division of Saatchi & Saatchi, the agency has regional offices in New York, Chicago and Atlanta. Lexus: Lexus, the luxury vehicle division of Toyota Motor Sales, U.S.A., Inc., markets and sells luxury cars and sport utility vehicles through 250 dealers in the United States. It is one of the fastest growing luxury nameplates in the industry. Company URL: www.teamone-usa.com/; www.lexus.com Video Case Study URL: Click Here to Watch the Video Case Study: Lexus SC 430 Video Content and Discussion Questions: This video case follows the research used to develop the Lexus SC 430 hardtop convertible. From auto show interviews to Qual-Quant clinics and positioning analysis. A key learning point is about how Team One Advertising, Lexus’s U.S. agency, used research to position this car entry into the crowded sport coupe category. This research, at the time, won Team One and Lexus the 2002 David Ogilvy Research Award, Durables Category. Answer the following discussion questions: 1. What role did the Detroit Auto Show play in the research? 2. What motivates people to buy cars and how did Toyota discover this? 3. What cars were primary competitors for the luxury coupe market? 4. How did Toyota use qualitative research? 5. What did post-advertising tracking studies reveal? 1 Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 2 Volkswagen's Beetle(video case) Abstract: This video case profiles the history of the original Beetle in the U.S. market from its introduction in 1949 to its demise in 1979 and then follows the initial two years of the New Beetle’s rebirth, 1998 and 1999. The Beetle became a symbol of the 1960s rebelliousness, but it lost the love of a generation when it stressed engineering over style and low-cost operation, two factors that baby boomers considered crucial in the 1970s. By 1974, the Beetle had lost ground to its aggressive Japanese rivals for the value segment of the U.S. automobile market. In 1998, when the Beetle was reintroduced in the United States, it surpassed all sales estimates. The second year it doubled its sales. Historically, the Beetle is the world’s best-selling car, having sold in more countries than any other automobile, with 21 million cars sold in its lifetime. Website URL: www.vw.com/beetle Video Case URL: Click here to watch the video case study: Volkswagen’s Beetle Company Background: Out of the rubble of World War II-torn Europe, the Beetle was originally introduced in the United States in 1949. Ferdinand Porsche designed the original Volkswagen Beetle while Ivan Hurst masterminded production. The Beetle became a symbol of the 1960's rebelliousness, but lost the love of a generation when it stressed engineering over style and low-cost operation, what the baby-boomers considered crucial in the 1970s. By 1974, the Beetle had lost ground to its aggressive Japanese rivals for the value segment of the US automobile market. And by 1979 you could no longer buy a Bug in the States. But the Beetle still had a franchise in the US, as one spokesperson comments: "Where ever it is introduced, the new Beetle garners the same reaction: people smile." In 1998 when the Beetle was reintroduced in the United States, it surpassed all sales estimates. The second