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Essay / Research Paper Abstract
A 5 page paper answering specific questions about a price war among grocery chains in Quebec in 1983. The price war came about as a result of a marketing research effort, and taught as many lessons about the usefulness of marketing theory in real-world application as it did Steinberg’s ability to affect the local grocery market in a short time. No sources listed.
Page Count:
5 pages (~225 words per page)
File: CC6_KSeconPriceWar.rtf
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Unformatted sample text from the term paper:
The authors purpose was to determine (1) whether a stated strategy in price reductions would have a positive effect on the merchants position; and (2) how the
merchant should approach managing that strategy. It seems that the immediate needs of practice squeeze out attention to basic theory, and the authors demonstrate that attention to theory -
i.e., oligopoly economic theory - early on could have predicted competitors reactions to the study stores price cuts, saving the company (and the researchers) from being taken by surprise when
competitors reactions were put into place so quickly. This led to the researchers first point of conclusion, that marketing theory is not only
an abstraction that may or may not be relevant to the "real world," but can be used directly in formulating specific strategies from which businesses can benefit.
The authors also determined that the parameters of a study do not need to be set in stone in order to be valid, that researchers can
be flexible in their investigation and still gain results that are highly useful and of direct benefit. This is in direct opposition to the notion that any research must
be narrowly defined and must not deviate from the boundaries given it at the outset. Of course approaching a study in this manner greatly increases opportunities for it to
stray from the original purpose and to produce skewed (or even meaningless) results. In-process alterations must be made objectively and in accordance to "wiggle room" incorporated into the design.
The authors achieved this by including several "if ... then" conditions in the studys design. Their changes did not materially alter the results pattern of the study.
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