Assignment: Marketing Research
Length: 2000 to 2500 words.
Task
Summary:
Nick Thomas, CEO of Good Foods S.A, has hired PBC Research to perform a survey. For that reason, he has sent to PBC the following Marketing Research Brief.
Marketing Research Brief
1. Background information
Good Foods company is ready to produce a range of food products towards wellness and most specifically a range of plant-based meat products. Prior to the launch there is a need to understand consumers' attitudes and perceptions towards plant-based meat products as well as consumers' intention to purchase
2. Marketing objectives
a. Understand consumers' perceptions towards the category
b. Estimate market penetration of the category
c. Estimate purchase intention
d. Identify competition
3. Research objectives/questions
The research objectives include the following:
1. What are consumers' attitudes towards:
i. plant-based meat products
ii. meat products in the context of wellness
iii. wellness food products
2. What are consumer preferences and intentions for various types of plant-based meat products?
i. Burgers
ii. Minced meat
iii. Sausages
iv. Nuggets
v. Tuna
3. Do attitudes related to plant-based meat products vary by market segment.
Following the above Marketing Research Brief, and as research executive for PBC Research you need to answer the following questions:
1. Suggest the appropriate research design
a. Define the information needed
b. Decide whether the overall design is to be exploratory, descriptive or causal
2. Suggest the appropriate sample
a. Specify the qualitative and/or quantitative sampling process and sample size
b. Who is going to be eligible to participate to the study
c. Define the relevant sample
3. Data collection form
a. Construct an appropriate form for data collection e.g. questionnaire or discussion guide
Format your assignment according to the give formatting requirements:
1. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the course title, the student's name, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.