Daftar Kasus BRM MM Jakarta:

Pertemuan 3: HeroBuilders.com (WC)

Diskusi mengacu pada pertanyaan di kasus
Pertemuan 4: Envirosell (VC)
Diskusi meliputi:
o In what scenarios is an observation study superior to a communication study
for studying behavior?
o The environments in which observation studies are conducted.
o How Envirosell's studies are conducted.
o What an Envirosell study might impact.
o How observation information is presented to a client.
Pertemuan 5: Lexus SC430 (VC)
Diskusi meliputi:
o What role did the Detroit Auto Show play in the research?
o What motivates people to buy cars and how did Toyota discover this?
o What do the motivators affect?
o What cars were primary competitors for the luxury coupe market?
o How did Lexus use syndicated research?
o How did Toyota use qualitative research?
o How was the advertising that was ultimately created tested before it was
aired?
o What did post-advertising tracking studies reveal?
o Did the Web play a role in the research?
o Was sales tracking included in the research?
Pertemuan 6: Donatos: Finding the New Pizza (WC)
Diskusi mengacu pada pertanyaan di kasus
Pertemuan 7: Goodyears Aquatred (VC)
Diskusi meliputi:
o What problem or opportunity drove the research for Goodyear?
o What research revealed the wet-traction market segment within the tire
aftermarket?
o Given the Goodyear consumer study findings on tire buying criteria, what
measurement strategy was employed?
o What was competition doing?
o What strategy did Goodyear pursue?
o What research was done to hone in on this strategy?
o What decisions were made based on the research?
o What additional information was collected via customer research?
o What information was known about the dealer given the promotional
program undertaken to make them part of the Aquatred team?
o What was the dealer structure?
o Where did Goodyear establish dealer contact?
o What promotion decisions were made?
Pertemuan 8: Akron Childrens Hospital A (WC, VC)
Diskusi mengacu pada pertanyaan di kasus
Pertemuan 9: Yahoo!: Consumer Direct Marries Purchase Metrics to Banner Ads (WC)
 Diskusi mengacu pada pertanyaan di kasus
Pertemuan 10: NCRCC: Teeing Up a New Strategic Decision (WC)
Diskusi mengacu pada pertanyaan di kasus

Keterangan:
WC = written case (file tersedia)
VC = video case (buka di
http://highered.mheducation.com/sites/0073521507/student_view0/video_cases.html)