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Designing a Marketing Research Project on Food for Soul

The Task

This assignment allows students to design a marketing research project by applying the concepts they learned and skills they acquired throughout the course. As they work on this project, students are expected to:

- identify and write proper marketing research question

- gather and analyse appropriate secondary information to understand the context of designing primary research for good management decision making

- understand and distinguish between various sampling and data collection techniques

- choose and integrate different research methods to create an ethical marketing research design that fits the research questions

- familiarize themselves with sustainability issues and the workings of non-for-profit organizations.

The project will be completed individually and is worth 70% of the course grade. A 2000-word report will be submitted by March 25th, 2021. Marking will be based on the research effort, content, argument effectiveness and writing style (a detailed rubric is provided on the Moodle). Below are the details for the project.

The task:

You are a newly appointed market researcher and your task is to design a primary research project on a food-waste initiative. Specifically, you are going to focus on Food for Soul , a project founded by the famous Chef Massimo Bottura and Lara Gilmore, to fight food waste and enhance social inclusion via food. You will approach this topic by choosing one of the following broad goals:

  1. An investigation of the Food for Soul’s relationship with one or more of its stakeholders such as suppliers of leftovers, chefs or volunteers to make relevant recommendations.
  2. An investigation of consumers who benefit from what Food for Soul offers to make recommendations for the project’s improvement.
  3. Identification of whether there is an opportunity for Food for Soul initiative to expand into a new country to make recommendations for marketing strategy.

After deciding which one of these 3 broad goals you want to work with, you need to come up with more specific research question(s) that will guide your research design. You are required to conduct a proper secondary research (using academic and non-academic sources and other relevant materials) and only propose the design for primary research. That is, considering the potential difficulties with conducting a real research under the current circumstances, you will be evaluated based on the appropriateness and strength of your secondary research and your proposed primary research design.

The marking of your research report will be based on the following domains:

the research questions you have come up with,

the fit between your (secondary and primary) research and your research questions,

the variety, properness, and relevance of the secondary resources you use and the insights provided by your secondary research,

strength of your primary research design (your understanding of the specific sampling and data collection/analysis methods),

your reflections about the potential problems you might encounter during data collection/analysis given your proposed design,

any recommendations you have for Food for Soul (if applicable),

the clarity of your report.

While you are not obliged, you are welcome to conduct some primary research such as online surveys or online interviews.

Report Structure & Format:

Table of contents & List of figures/tables & page numbers

Provide the background for your research and discuss its relevance/importance. This part should clearly state the topic of your choice and your specific research questions.

Secondary Research: Review what has already been studied/is known about your research domain (e.g., insights about food waste & market structures, charity institutions, information on Food for Soul, etc.). Link your research to course theories and describe your context/market using academic literature and market reports/non-academic resources (at least 10 resources). Please consider that you have to use at least 5 academic resources in this section. Make sure to explain which sources you have reviewed and why. Be careful about using proper in-text citation. Feel free to make use of the resources and insights from your Group Assignment (if applicable for your case). If you do so, keep in mind that you cannot copy directly from your group project but you will need to reinterpret these insights to fit your individual report.

Primary Research Design: Details of the Proposed Sampling, Data Collection & Analysis Methods. Make sure to explain your choices using the course concepts and theories you have learned.

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