TUNKU ABDUL RAHMAN UNIVERSITY COLLEGE

FACULTY OF ACCOUNTANCY, FINANCE AND BUSINESS

BBDT3213 APPLIED MARKETING RESEARCH

Tutorial 4 to 7

Tutorial 4 - 5 [Week 5]

1. Andrew Chee Lamn Kwan, CEO of Runningman.my (Guest speaker)

Topic: A student, also an entrepreneur. Date,Time &Venue: Thur 13/6/2016 from10:30am to 11

am at DKSG1. Andrew Chee has graduated from Bachelor Degree in Psychology in November
2016, founded Runningman.my, a food delivery platform in Malaysia at August 2015 even before
completing his study in TARUC. Andrew and his partners only used RM200 as startup capital and
within 3 years time, Runningman.my has expanded the service to the whole Klang Valley and
reaching RM2 mil revenue in 2018. Since then, the story of Andrew and his partners has then
become an inspiration for the youngsters.
(i)Group Activity- Exercise: Go to https://www.runningman.my/
1. What is the Industry/Sector ?

2. What is Runningman.my target market?

3. How large is the demand potential?

4. Create a Perceptual Map (ebook pg 7) of this new start-up to picture the relative position with
other competitors.

5. Reflect the criteria customers may use to evaluate the new start-up products and services (value
proposition).

6. Assume the role as Research Assistant, hired by Runningman.my. The goal is to improve the
business of the new start-up. What attributes of service quality will you attempt to measure?
What customer or employee behaviours will you monitor closely?

7. Runningman.my wish to study brand image with University students on campus. Draft a list of
10 questions you would ask in a focus group (Chp 4).

(ii) Group Activity- Do Q1 to Q5 essay questions in page 131 of Chp 5.

Individual Activity of Reflectively learning: Each student has to do the questions assigned in
Chapter 4 & 5 of blended learning.

Tutorial 6-7 [Week 6]

1. Group Activity- Marketing Research in Action: Education Visit to Top Glove Berhad (TGB) on
Saturday, 15/6/2019 : Based on your understanding of Chapter 1- 5, (a) what have you learned
from the education visit, from research perspective? (b) List down 10 points you would like
conduct research on TGB.
2. Group Activity- Marketing Research in Action: page 184-185 What can you learn from a
customer Loyalty Index?
(a) In your judgement, what level of scale design would be most appropriate in creating a
necessary scale measurements for collecting primary data on each construct.
(b) For each construct, design an example of the actual measurement that could be used by Burke,
Inc. to collect the data.
3. Individual Activity of Reflectively learning: Each student has to do the questions assigned in
Chapter 6 & 7 of blended learning.