Rise and Fall of Blackberry Smartphones Theoretical Analysis

Rise and Fall of Blackberry Smartphones Theoretical Analysis

Table of Contents

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Instructions

Rise and Fall of Blackberry Smartphones Theoretical Analysis

Select a brand of a relatively high-involvement product/service category. (It could be a retail

establishment as well – more explanation will be provided on the product selection later.) Assume

that the brand manager hires you to investigate consumers’ buying and consumption behaviors for

the product and the strengths and weaknesses of the brand relative to one or two key competing

brands. To do so, you have decided to utilize the research framework provided by the multiRise and Fall of Blackberry Smartphones Theoretical Analysisattribute

attitude model (see Ch.7 of the textbook). First, conduct brief interviews with a few consumers to generate a list of key attributes that

consumers use in evaluating alternative brands in this product/service category. Then design a

questionnaire to measure, among other things, (a) consumers’ overall attitudes toward your brand

and the competing brand(s), (b) perceived importance of each of the selected attributes, and (c)

evaluations of your brand and the competing brand(s) with respect to each of the attributes.

(Obviously, there will be other types of data, e.g., demographics, product purchase and usage data,

Rise and Fall of Blackberry Smartphones Theoretical Analysis

you may need to collect depending upon your specific research objectives.) Select a sample of

about 70 users of the product/service category. Your investigation should focus on the following

research objectives: 1. Investigate purchasing and consumption behaviors of consumers for the product category

your brand belongs to. 2. What are the brand’s strengths and weaknesses based on a comparison of the brand to the

selected competing brand(s) with respect to the brand evaluation ratings on each individual

attribute? 3. How do (a) the attribute importance ratings and (b) the attribute evaluation ratings for your

brand differ between your brand users and users of the competing brand(s) (or those who

Rise and Fall of Blackberry Smartphones Theoretical Analysis

prefer your brand and those who prefer the competing brand(s))? 4. What are the key attributes that determine consumers’ overall preference toward each

brand? 5. How do the heavy users of the product differ from the light users on their preference toward

your brand and the competing brand(s), perceived importance of the selected product

attributes? (You can make modifications to these objectives to suit your product/service choice or add

additional research objectives you may find interesting.) Based on your findings, you will make recommendations to the brand manager that can be used as

input into their marketing strategy formulation. (Be sure to follow the format provided below when

Rise and Fall of Blackberry Smartphones Theoretical Analysis

RUBRIC
Excellent Quality 95-100%	Introduction 45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.		Literature Support 91-84  points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.			Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%	40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.		83-76  points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.			52-49  points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%	37-1 points The background and/or significance are missing. No search history information is provided.		75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.			48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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