Research for Marketing Decisions

Term II, PGP 2020-22

Case Preparation Pointers
Note: These are only broad guidelines and pointers. You do not need to confine yourself solely to these
pointers for your analysis.

The Coop

1. Examine the situation in which Daryl Buckmeister finds himself. How did this come
about?
2. What are Buckmeister's views on Marketing Research - are these justified?
3. Examine the alternatives suggested by the VPs. Which of these according to you makes
sense? Why?
4. What do you think Buckmeister should do?
5. Any other issues that strike you as relevant.

Harley-Davidson Posse Ride

1. Using the details in the case, what do you think are the reasons for Harley Davidson’s
iconic status? Why is it that other motorcycle brands such as Honda haven’t been able to
achieve this status?
2. How are the Harley Davidson bikers different from those who are loyal users of, say
Levi’s jeans?
3. Comment on Harley’s attempt to build the brand community. What are the possible
problems with this approach?
4. What are the unique insights that HOG management can obtain from the ethnographic
research method used? Critically analyze the method used.
5. Any other issues that strike you as relevant.

Hamilton Power Tools

1. Answer the questions provided below the case.

2. Critique the method used.
3. Any other issues that strike you as relevant.

Product Placements in Bollywood

1. Answer the questions provided below the case.

2. Any other issues that strike you as relevant.

Xbox Launch in Korea

1
 1. Did Microsoft investigate the Korean market correctly? What could have been done
differently?
2. Do the marketing research findings serve the purpose of the XBox team? 
3. Is there any other information that could have been obtained?
4. Any other issues that strike you as relevant.

Harvard Graduate Student Housing Survey

1. Go through the survey questionnaire in Exhibit 1 as a respondent. Reflect on your

experience. What are your feelings, thoughts? What makes you want to stop, or drives
you to continue? What is easy to answer, and what is not? What are the merits of the
questionnaire, and what are the shortcomings?
2. What should be kept/removed in the next survey? What could the survey do to
contribute to the Allston initiative?
3. If not a survey, what would you recommend to understand students in a way that
would inform long range planning in Allston (you can focus on the three issues on p.10
of the case). 
4. Any other issues that strike you as relevant.