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The Communispace Case Marketing Research

Please review the "Communispace" (Harvard Business School case, no. 9-510-018) and address the following.

What is the problem? State the purpose of the report and specify the problems to be addressed in your analysis. Recommend a course of action and show data that support your problem identification and your recommended course of action. State the manner in which each of the problems you have identified should be resolved. In this section, only your recommendations should be given.

Organize into:
Problem
Analysis
Recommendation

Hints:

Here are some questions to consider for this case: What are the strengths and weaknesses of marketing research online communities (MROCs), such as those managed by Communispace? How is a word-of-mouth campaign similar and/or different from a MROC? What should Ms. Hessen tell Ms. Williams tomorrow (i.e., which strategy, option 1 or option 2, should the Communispace adopt)?.

Solution Preview

Please refer to the attached file for the response.

COMMUNISPACE AND THE WORD-OF-MOUTH CAMPAIGN

MAIN PROBLEM
Should Communispace diversify and include in its research services the Word-of-Mouth (WOM) campaign?

PURPOSE OF THE STUDY
To determine the feasibility of a new market positioning for the company in offering a new form of research service to existing and potential clients.

SPECIFIC PROBLEMS
1. Should the company go into a WOM campaign?
2. What changes in the company image and identity may result from a new form of service which is the WOM campaign?
3. What are the strengths and weaknesses of the WOM campaign?
4. How would the existing clients and other stakeholders (e.g. members of the communities) react to the WOM campaign?

ANALYSIS
A. MARKETING OPPORTUNITES
Accepting the offer of Simmons for the company to go into a variant of online marketing research services from what it used to offer to its clients would mean:
1) Product expansion/diversification
To the company, this would mean offering something new or different from the usual services offered. This would be a challenge to test the effectiveness of the company's marketing efforts. It could also mean optimization of the use of the company's resources, particularly manpower and facilities.

Diversification would also mean spreading out the degree of risk among the company's product offerings. It would mean, not committing all the company's resources to the usual type of research offerings. The new opportunity would allow the company to diversify the utilization of its resources.

In the eyes of the clients, this may make the ...

Solution Summary

The Communispace Case Marketing research is examined.

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