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MKTG1104 Marketing Research

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Your firm has been engaged to conduct a research project for a large Australian supermarket. Your client would like to evaluate the ‘Toiletries and health products’ product segment to assess the viability of launching a range of private label toothpaste and oral hygiene products.

Your manager and a research assistant, in conjunction with the client, has started to develop the market research project but has now asked you to take control of the day-to-day implementation and leadership of the project. The first task you must complete is a report for the client that addresses the following questions:

1. a: Critically evaluate the draft questionnaire developed for the research. Specifically focus on whether the data collected would address the research objectives of this phase of the research; and the appropriateness of the length, layout, and use of screening and skip questions. 

b: What data collection method would you recommend for this survey? What are the advantages and disadvantages of using your recommended method?

c: Considering the specification of the research sample given in the research brief, make a recommendation on the type of sampling method that should be used in this research. What are the advantages and disadvantages of using this method? (5 marks)

d: Explain how you will analyse and report the data collected from the questionnaire. In your discussion explain three inferential statistical tests would be appropriate to address research objectives 1 and 2. 

2. Make a recommendation on what research method(s) could be used in Phase 2 of the research project. Specifically, you should address the data collection methods and the proposed sampling plan(s). In your response discuss and justify your recommendation using theory, and show how this would address the research objectives of Phase 2 and complement the questionnaire in Phase 1.

3. Develop an instrument to be used for data collection based on your recommendation of a research method provided in question 2. In your response discuss how your instrument will (a) achieve the objectives of this phase (i.e. Phase 2) of the research and (b) complies with the principles of instrument design. (Focus on the structure/layout and use of questioning techniques rather than the content of the actual questions)

4. It has been proposed that there is a need for retailers to increase their communication about their private-label brands to consumers, in order to improve consumer awareness of the price and quality difference between national brands, ‘traditional’ private-label brands and ‘premium’ private-label brands such as the proposed range of premium private-label toothpaste and oral hygiene products.

a: Using the theory and frameworks discussed in this course, explain how this proposed research project could be turned into a longitudinal research study. Why would a longitudinal research study be of benefit to supermarkets in their continued evaluation of their category management and private-label brands? 

b: Make a recommendation on how such a longitudinal research study would be designed. In your answer discuss how many ‘waves’ of research should be conducted and how often. Make sure to link your response back to the decision-making needs of the organisation.  

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