From Abc Market Research Agency

Published Date: 02 Nov 2017

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Name Amit kadiyan

I.D db422

Tutor Amrinder singh

ASSIGMENT

Question.1 You are a research executive in market research agency and have been asked to:

Purpose appropriate further information that you would require from Bescafe Coffee, prior to writing a proposal.

Having made reasonable assumptions regarding the information required in question 1(A) produce a proposal to address the research needs of the company.

Answer 1. To Managing Director, Bescafe Coffee.

From ABC (Market Research agency)

Subject Research Brief

Thank you for giving us the opportunity to work for your company. To understand your requirement of your problem we need some types of data about your company. Information can be categorised into following parts:-

Background

Rationale

Reporting

Time scale

Payment

Objective

Methodology

These points are explained further:-

1. Background: In that step we need a data about your company like information about the Bescafe Coffee and their product.

What research carried out regarding a packaging?

Can we access that data that you have?

What information do you have about your customer and your competitors?

What different types of product and services that you provide to your customer?

What are reasons of down fall in your market share and do you know who are your competitors?

2. Rationale: Explanation of the logical reasons or principles employed in consciously arriving at a decision or estimate. Rationales usually document. 

(1). Why a particular choice was made

(2) How the basis of its selection was developed

(3) Why and how the particular information or assumptions were relied on

(4) Why the conclusion is deemed credible or realistic.

3. Reporting: Research reports are produced by a variety of sources, ranging from market research firms to in-house departments at large organizations. However, in the investment industry, the term usually refers to "sell side" research, or investment research produced by brokerage houses. Such research is disseminated to the institutional and retail clients of the brokerage that produces it. Research produced by the "buy side," which includes pension funds, mutual funds and portfolio managers, is usually for internal use only and is not distributed to external parties.

4. Time scale: Unit of time measurement used to schedule an activity, job, or task. Although this will likely change dramatically as you start your project, a timeline should indicate a general awareness of how long elements such as any field, or experimental, work might take.

1. In time scale marketing research agency tells about the time or days to complete the task.

2. The marketing research agency try to do the task soon as possible.

3. When will your research start and finish?

4. Are there particular stages to the research - e.g. piloting, then main research?  Screening interviews, then a main study?  If there are stages, what are they?

5. What objectives have I set for this investigation?  Are they addressed in the timeline? 

6. Is the timetable realistic?

5. Payment: The partial or complete discharge of an obligation by its settlement in the form of the transfer of funds, assets, or services equal to the monetary value of part or all of the debtor's obligation.

The transfer of one form of good, service or financial asset in exchange for another form of good, service or financial asset in proportions that have been previously agreed upon by all parties involved. Payment can be made in the form of funds, assets or services.

1. Compensation, discharge or performance of an obligation, or reimbursement, by giving over something that is of satisfactory value to its recipient, such as money.

2. An amount that is paid or payable.

6. Objective: 1. A specific result that a person or system aims to achieve within a time frame and with available resources.

In general, objectives are more specific and easier to measure than goals. Objectives are basic tools that underlie all planning and strategic activities. They serve as the basis for creating policy and evaluating performance.

Some examples of business objectives include minimizing expenses, expanding internationally, or making a profit.

2.  Neutral relating to, or based on verifiable evidence or facts instead of on attitude, belief, or opinion. Opposite of subjective.

7. Methodology: A system of broad principles or rules from which specific methods or procedures may be derived to interpret or solve different problems within the scope of a particular discipline. Unlike an algorithm, a methodology is not a formula but a set of practices.

1. A body of methods, rules, and postulates employed by a discipline a particular procedure or set of procedures.

2 The analysis of the principles or procedures of inquiry in a particular field.

B. To Managing Director, Bescafe Coffee.

From ABC (Market Research agency)

Subject Research proposal

BACKGROUND QUESTIONS

What is the profile of the company?

What are the principles of the company?

Who were your competitors in the market?

What are the products and services of the company?

OBJECTIVE QUESTIONS

What was the thinking of the people about the packaging of the product?

What were the competitors packaging styles?

What type of labels was being placed on the products?

Main customer objects of company?

METHODOLOGIES QUESTIONS

Should any type of survey was sent to the public for response?

What are requirements of the company?

Main Segment of focus of the company about packaging?

REPORTING QUESTIONS

What are the results of the statements of the company?

To whom these reports are submitted?

Who are the persons responsible for submitting the report?

TIME SCALE QUESTIONS

At what time to complete the research of the company?

At what time intervals to present the results?

Should reports be shown in different time intervals?

In regard to the information which we have got about the company there are few methodologies which we are going to adopt to carry out the research and first of all we will do the secondary research.

SECONDARY METHOD OF RESEARCH

In this method the facts or information is already existed in the research and is easy to access and is always available in the market. The data is collected from the internet or magazines or journals. In this the data or information is already collected or analysed which helps to carry out the research easily.

At the starting point of the market research of the bescafe coffee brand there will be set of questions that will be asked from the members of the company regarding their products and packaging styles. After this the feedback from the members there will be a proposal made to carry out the research,

After gathering the feedback from the members of the bescafe coffee brand the research is carried out which helps in knowing the demands and the tastes of the customers that are previously were. This helps in carrying out the research easily. (Secondary Research, 2005- 2013)

PRIMARY METHOD OF RESEARCH

This is another method of research carrying out after the secondary research which means new and accurate information is collected from the market to carry the research, In this two techniques are used that is Qualitative and Quantitative techniques. (Kent, 2012)

Qualitative technique

Qualitative research is a Field of inquiring applicable to many disciplines and subject matter.

- Qualitative researchers aim to gather in depth understanding of human behaviour

- a Qualitative method investigates the why and how of decision making. (Boeree, 2005.2013)

In this technique different methods are used like:

Disguised observation: In this method the customer is monitored by someone and the customer is not aware of the fact that someone is keeping an eye on the customer which in turns helps in knowing the tastes and preferences of the customers and after the analyses of these things are done for the research.

Focus groups: In this various groups of customers are made which are in touch with the bescafe company to carry out the research. By giving different topic to talk upon and to give their views and opinions. This helps in making changes according to the demands of the customers.

Mystery shoppers: This is same like disguised observation with only with minor difference, in this method one member of the research team will move to the market and check the preferences of the customers as what are their likes and dislikes about the bescafe coffee brand.

Quantitative technique

This is another technique of carrying out the research, this research is carried out on large scale of customers, In this technique there will be large numbers of surveys are carried out in an orderly manner. In this question papers are also used trough websites and internet,

In this research method research members are sent to the different market groups of the customers to know about the popularity of the brand that is bescafe coffee This also helps in knowing the buying behaviour of the customers and what are needs or customised needs and also giving them incentives and rewards. In bescafe coffee brand this process is also carried by having large numbers of customers opinions and views.

After all the research methods there will be analyses of the data collected and gathered is done in an orderly manner. (jaisankar, 2007)

REPORTING

After the research techniques are done the report will be submitted to the head of the bescafe coffee brand. There will be presentations for the report at regular intervals and also there will be soft copies of the report and the hard copies.

In the presentations all the segments are covered and then all the reports are sent to the head in a proper manner. This helps the management to take steps to improve the brand image and what types of changes are to be made in accordance to the research which is carried out by using the techniques.

TIME SCALE AND COSTS

TECHNIQUE

TIME SCALE

COST(pounds)

Collect data

1st week

3000

Gathering of qualitative data

2nd week

4000

Recording of qualitative data

3rd week

6000

Analysis of qualitative data

4th week

7000

Gathering of quantitative data

5th week

8000

Recording of quantitative data

6th week

5000

Analysis of quantitative data

7th week

6000

Final report

8th week

4000

Final report presentation

9th week

2000

Total 9 weeks 45,000

Question 2. The director of bescafe coffee are commissioning a report on the organisation information requirements. You have been asked to write a technical appendix to report which discusses the following:

The advantages and disadvantages of secondary data relative to primary data.

The manner in which a customer database can act as an additional source of marketing intelligence.

The general principles of data protection that should be considered when establishing a customer database.

Answer. 2 (A)

Primary data:- Data used in research originally obtained through the direct efforts of the researcher through surveys, interviews and direct observation. Primary data is more costly to obtain than secondary data, which is obtained through published sources, but it is also more current and more relevant to the research project. That information collected by the researcher directly through instruments such as surveys, interviews, focus groups or observation. Collect according to his specific needs, primary research provides the researcher with the most accurate and up-to-date data. (Smith, 2013)

Secondary data:- Primary data that was collected by someone else or for a purpose other than current one. The data that have been already collected by any other person. It is very Secondary data is the data that have been already collected by and readily available from other sources. Such data are cheaper and more quickly obtainable than the primary data and also may be available when primary data can not be obtained at all. (Secondary Data Analysis, 2009)

Advantages of Secondary data:-

It is economical.

It helps to make primary data collection more specific since with the help of secondary data.

It saves efforts and expenses.

It is time saving.

It helps to improve the understanding of the problem.

It provides a basis for comparison for the data that is collected by the researcher.

Disadvantages of Secondary Data:-

Accuracy of secondary data is not known.

Data may be outdated.

Sometimes secondary data cannot meet the demand of the study.

No control over the data quality.

B.

Customer database: Customer database means collecting information about the customers. Information can be in the form of getting customer details, buying history and tastes and preferences of the customer.

Importance of customer database:

1) Customer details: Customer database is very important to have as the researchers get the information about the customer’s details and contacts so that the company can remain in contact with the customers.

2)Past behaviour: Having customer database he company comes to know about the past behaviour of the customer as what was its buying’s and purchases and also company can also predict it future buying capacity. It also provides information about the earning and purchasing power of the customer.

3) How long they have been associated with the company: Customer database also provides information about the customer that from how long they have been attached to the company and what are their thinking about the products and services of the company and also giving chance to suggest views about the products and services.

4) Complaints from the customers: In this point , if the customer has filed any complaints what or in which regard these complaints are filed and what steps have been taken by the company to solve the problem an what are customers reaction to the solving of the particular problems as they are satisfied with that?

5) Increasing awareness of brand: Brand awareness also increases with having a customer database as the brand name gets set in the minds of the customers. It also keeps the information that how much each particular product of that brand is sold and how much profit is gained room each customer that is associated with the company.

By taking into consideration micro and macro factors as :

MICRO includes

Customers

Competitors

Suppliers

Shareholders

Employees

MACRO includes

Political factors

Social factors

Economical factors

Technological factors

Answer. 2 (C)

1. Processed fairly and lawfully.

2. Obtained for specified and lawful purposes.

3. Adequate, relevant and not excessive.

4. Accurate and up to date.

5. Not kept any longer than necessary.

6. Processed in accordance with the "data subject’s" (the individual’s) rights.

7. Securely kept.

8. Not transferred to any other country without adequate protection.

Question.3 (A) Design a discussion guide for use in a series of group discussions to address the research objectives of the proposal set out in question one.

(B). Provide a detailed of two projective techniques that could also be used within the group discussion, alongside guide, to help meet the research objectives.

Answer. 3 (A) To Discussion Moderator

From XYZ (Market Research agency)

Subject Group decision

We are the marketing research agency we Invite people for group decision about the bescafe coffee.

In the Discussion guide we discuss the following issues-

Introduction phase

Discussion phase (Part 1)

Discussion phase (Part 2)

Wrap up session

1. Introduction phase:- (25 min.) In the introduction phase these points are discuss.

Welcome- In that step moderator will welcome the member of the group and give him his brief introduction of himself and the company.

Housekeeping- In that phase moderator tell about the health and safety of the people, surroundings of the company, measures against the health and safety, restroom for the people, and location of the restroom.

Purpose- In the purpose of the introduction phase discusses these points.

Market awareness- the awareness of the bescafe coffee max brand in the market can people can aware about that brand.

Attitudes- In that attitude of people among existing brand of the bescafe coffee.

Customer preference- knows the preference of the customer.

Time:- Moderator informs the group member about the how long the group decision will be carried on. For example

Introduction phase- It takes about 25 min. for the introduction phase of the bescafe coffee.

Discussion phase (Part 1) - It takes about 1 hour for the introduction phase of the bescafe coffee in that people discuss the current awareness and perception of the bescafe brand.

Discussion phase (Part 2) - It takes about 1 hour approximately for discuss the part 2 of that phase. In that phase people discuss the new design of the bescafe coffee.

Wrap up session - It takes about 30 min. for the conclusion part.

Recording:- Moderator informs the group member that their view point or discussion will be recorded in the various devices like camera, video recording or any other method. These recordings are kept confidential and used for the research purpose for the bescafe coffee.

Warm up:- In that step group member introduced themselves to the group and moderator.

Question:- Moderator will ask the group member that if they have any question up to that point they will ask.

Discussion phase (part 1) In that discussion phase group member discuss the current awareness and perception of the group member towards the Bescafe coffee max brand. Can group member know the bescafe coffee brand. For example –

Name any 6 coffee brand names that come in your mind?

How popular is your bescafe coffee max brand they (group member) know about that or not?

Have you ever heard the bescafe coffee max brand if yes when and where you hear that one, do you ever tried that brand coffee in your life?

Do you know the colour and packaging of the max brand coffee pack?

What do you feel about the bescafe coffee max brand as a whole brand?

Discussion phase (part 2) In that discussion phase the group member of the group discuss the 3 new design of the bescafe coffee max brand and give their opinion about the each design and ask about some questions like

Show the 3 new packaging design of the bescafe coffee max brand to the group member and ask about what do you notice in a packaging of that product like its colour, information and usability?

Ask about their opinion about these designs and which one of them they like the most and why do they like that design?

What steps are you taken to make a product packaging different form their competitors in the packaging style?

What are your expectation from the bescafe coffee max brand?

Wrap up session:- firstly, moderators will give thanks to the each group member that participates in that group. Then moderator give gifts to the each group member like coffee jar, any discount coupons and any other thing. Last moderator once again assure that the data or information that you group member discuss here will not be provide to any other party it can be used only by the bescafe coffee and at last, moderator ask the group member do you have any question regarding anything.

(B)

Projective Techniques:- These are indirect and unstructured methods of investigation which have been developed by the psychologists and use projection of respondents for inferring about underline motives, urges or intentions which cannot be secure through direct questioning as the respondent either resists to reveal them or is unable to figure out himself. These techniques are useful in giving respondents opportunities to express their attitudes without personal embarrassment. These techniques help the respondents to project his own attitude and feelings unconsciously on the subject under study. Thus Projective Techniques play an important role in motivational researches or in attitude surveys. (Gates, 2008 - 2013)

Disadvantages of Projective Techniques:-

Highly trained interviewers and skilled interpreters are needed.

Interpreter’s bias can be there.

It is a costly method.

The respondent selected may not be representative of the entire population.

Important Projective Techniques:-

Word Association Test.

Completion Test.

Construction Techniques

Expression Techniques

Word Association Test: An individual is given a clue or hint and asked to respond to the first thing that comes to mind. The association can take the shape of a picture or a word. There can be many interpretations of the same thing. A list of words is given and you don’t know in which word they are most interested. The interviewer records the responses which reveal the inner feeling of the respondents. The frequency with which any word is given a response and the amount of time that elapses before the response is given are important for the researcher. For e.g.: Out of 50 respondents 20 people associate the word " Fair" with "Complexion".

Completion Test: In this the respondents are asked to complete an incomplete sentence or story. The completion will reflect their attitude and state of mind.

Question.4 The directors of bescafe coffee have been examining their long term marketing research requirements. In order to better understand customer requirements and attitudes, they would like to make more use to panel research. However, their knowledge of this technique is limited and they have asked you to write a paper evaluating.

(a). The difference between panel research and qualitative research using group discussions.

(b). The benefits challenges of recruiting and developing a panel of coffee drinkers for research purposes.

Answer 4(A) To Managing Director, Bescafe Coffee

From ABC (Market Research agency)

Subject Difference between Panel research and Qualitative research

Panel research- A general term used to describe a pre-selected group of homogeneous people used more than once over a period of time to collect information.

It is related to the longitudinal studies which mean longer period of time.

In the panel research the number of member is 2 in a group and cannot be change, it remains constant throughout the study.

Panel research record the buying trends and brand preference over a period of time.

Qualitative research- Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human nature. Its main features are . (Paul Atkinson and Sara Delamont, 2001 - 2013)

The results are quantify in nature

It is easy to analysis so that they find the changes in the trends and frequency over a period of time.

It is descriptive in nature.

In that the number of person involved in that varies from 6 to 9.

It takes into account the attitude, opinion, and belief of the customer.

It is cost effective in terms of money.

(B)

Benefits- of recruiting and developing a panel of coffee drinkers for the research purpose

Reliable results

During studies new things are added which is not possible during group decision.

Testing time is their before the submission of the final report.

Easy to analysis.

New things are add.

More clear.

Record buying trend.

Challenges- of recruiting and developing a panel of coffee drinkers for the research purpose-

It is very hard to maintain the interest of the member.

It is hard to maintain the backup of data in case of member leaving the group.

Huge cost involved in that.

Biased results can be there, since the starting of the study conducts some member cannot contrite on the topic.

It takes a very long time to conclusion.

Data access can get obsolete being time of period.

Question.5 "when reporting research results in either a presentation or a written report it is critical that you understand your audience."

Evaluate this statement and show how it impacts on the preparation of a presentation and a written report.

Answer.5

Meaning of Audience:-

A stands for Analysis:- which means proper analysis and interpretation of the audience should be done while giving the presentation.

U stands for Understanding:- which means that issues relating to the audience should be properly understood by the presenter. What the people in front what they know about report.

D stands for Demographics:- relates to the age, gender, status and qualification level of the audience.

I stands for Interest:- which means what are key interests of the audience and in which thing or issues the audience is taking interest.

E stands for Environment:- relates to the specific situation or environment in which the presentation is going to be held.

N stand for Needs:- which means that what the audience expect from the presentation which is done after completion of the project.

C stands for Customised needs:- which relates to the specific or particular needs of the audience.

E stand for Expectations:- which means what are the tastes and expectations of the audience after the presentation. (park, 1982)

PRESENTATION

Presentation should be clear and simple and easy to be understood. The presentation should be done by keeping few things in mind;

.

Not to be in detail: The presentation given before the audience should not be in too detail. It should discuss the main points of the research instead of going to deep in detail of the research report.

Audience not bored: The audience should not be get bored while listening to the presentation which in turn the audience loses the interest in the presentation. The speaker should not complete the presentation only by giving his views not having a cross questioning time intervals.

Bullet point’s usage: Main and key points should be used by the speaker in the presentation like audio and visual effects should be shown to the audience. The presentation should in clear words.

Clear about your message: The message should be clear about what you say both supportive and consistent. The speaker should use phrases and sentences in one or more slides of the power point to make the presentation more understandable.

REPORT

Detail information: The report presented to the audience after the presentation should be in detail .It should cover all the aspects of the presentation. The report should be made in a sense that the information that is needed by the audience should be provided instead of any irrelevant stuff.

Possible solutions: The report should provide all the possible solutions for the audience and it should highlight the solutions in a good manner.

Taking care of executive summary: The report should be done by taking care of the executive summary in the presentation. There is need to focus on the executive summary carefully as the top management should not have enough time to do all things so this thing is must while giving the report.

Use of tables and graphs: The report should be easy to understand so tables and graph charts should be used which makes the audience more understandable.