Q6, Q7 c, Q 12 a,b,c,d, Q13

Question One

In order to begin market research, you need to get stakeholders on board. It is important for personnel in the business to understand why market research matters.

1a Review the organisational charts provided in Appendix A. Identify a minimum of three personnel you will need to consult with.

1. CEO Edward Shands

2. COO Marissa Shands

3. GM Marketing Richard Burton

1b Briefly explain how will you convince your selected personnel that market research is important. At a minimum, your explanation should include what is involved with marketing research and how market research can help.

Market research helps gaining information which has customer insights means an understanding of what customer wants and what are current market trends, it involved collection of information related to your Competitors, Research and Development, Customers, Detailed view of people work for you because at the end of the day they are customers too, your suppliers and resellers who are facing real market challenges and can better guide you in gaining market research.

Explain why market research is important? Page 5,6 & 7 of ebook can help with this.

1c Explain how you plan to communicate with them and why you have chosen that communication method.

Stakeholder	Method of communication? (Can be more than one)	Why is this method the best?
1. CEO	Email,	CEO is rather a busy person to contact, its better to email him and put meeting in his schedule via his assistant and send him the Meeting Agenda in Advance.
2. COO Marissa Shands	Email, In person	Chief Operating Officer is someone whose meeting can be scheduled and can be discussed in person after email appointment and its better to discuss details with Marissa before approaching CEO
3. GM Marketing Richard Burton	Email, In person	General Manager Marketing is someone whose meeting can be scheduled and can be discussed in person after email appointment and its better to discuss details with Richard before CEO

Question Two

To support your case and influence your identified personnel, it is important that market research needs are identified and documented clearly.

You have had a meeting with the marketing team to discuss your ideas for expansion. The information in the table below has been provided to you by a marketing assistant. Review the proposed information, and using the table below, document changes you may make. Make notes to explain your proposed changes.

Changes required – All need changing. None of them are specific enough.

Notes – list what information you need to know.

Information Provided			Changes required		Notes
Objective	To discover the popularity of specialty foods	Needs changing. This objective is not specific		I would still need to know: What do we really want to know from our customers? What specialty foods are popular? Would they buy them? How much would they buy? What would they pay? Demographic information?
Scope	Survey customers asking if they’d buy specialty foods	All need changing. None of them are specific enough.		Popularity? Would they buy them? How much would they buy? What would they pay? Demographic information?
Stakeholders	CEO, Customer Service Personnel, Customers	All need changing. None of them are specific enough.		Would they buy them? How much would they buy? What would they pay
Communication	Surveys for customers Weekly email to internal stakeholders	All need changing. None of them are specific enough.		What do we really want to know from our customers? What would they pay? What would they pay? Demographic information?
Review	Only CEO	All need changing. None of them are specific enough.		What do we really want to know from our customers? What specialty foods are popular? Would they buy them? How much would they buy? What would they pay? Demographic information?

Question Three

To determine research needs, it is important to analyse enterprise planning and performance documentation. Using the table below, explain why each of the documents listed are important when determining research needs. You may use examples within your explanation.

Hint: you can access the CA City Retail Group Operational Plan and identify existing objectives for this project.

You can use Control F in the ebook or google it. Just use your own words.

Documentation	Importance
Organisational plans	Planning is mandatory to achieve organizational goals, it starts from formal review and identification of organisational needs, for
Correspondence (emails. letters of support, letters of complaint, other information shared with the organisation that may inform your choices)	Organizational correspondence is very important, basic and play vital role in life of organizational people the best example for it will be, email is the best way to get in touch and get acknowledgement faster than anything
Financial reports	It’s impossible for any organization to survive without documenting financial reports they play important role in compliance with Government and taxation related purposes moreover it shows where company is standing financially, best example is at the time of Annual General Meetings when speaker in organization announces profit and loss details all of them are from Financial reports
Information about sales (both profitability and the sales force)	Sales figures are really important because they tell us 5 major things for our organization: 1. Marketing is effective or not 2. Is sales department performing good or bad 3. Which products are being sold well and which ones are not doing so good so you can change them or make them better 4. Comparison of sales figures with last or any period can tell us a lot in terms of market changes and trends, lets suppose, last year if one item was sold more than any other item in the month of December, we can make sure this year that item is available and stores can 5. Customer’s buying patterns and spending patterns can tell a lot when customers buy and what they buy so that we can increase the supply or introduce a new product in that particular mix of products
Internal reports (do any of your other stores currently have the products you are looking to introduce)	Internal reports are important because they help in maintaining the accounting system in a timely and accurately functional way they help in monitoring financial system of the organization the best example for it is Risk management personal, those people are actually involved in controlling the organization internally in order to make sure all the risks can be avoided and catastrophizes can be maintained in due time.

Question Four

To adequately determine your market research needs, you will need to conduct preliminary research on the marketing mix, your competitors and your consumers. Using the table below, suggest three examples of what you would need to measure for each research area.

Research Area	Suggested measures
Research on competition	1.General Awareness in terms of competitor product mix and your company’s product mix
2.Patterns related to use and sell of your competitor
3. Strengths, weaknesses and Threats of your Competitor
Research on consumers	1.Rsearch on social profile of your consumers
2.Research on changing behaviour, buying patterns and attitude (Market Trend)
3. Identifying and retain loyal or old customers who are not using the our product mix anymore
Research on place (location)	1. Change in attitude towards existing and new places
2. Consumer demand on in our existing location
3. Taking advantage of information distribution with other businesses
Research on pricing	1. Identifying alternative price strategies; There are several types: Premium pricing: Establishing higher price for maximum gains, especially for new product in new place to maximize revenue during early stages of product Penetration pricing: it is designed to capture market share by entering the market with a low price relative to the competition to attract buyers. Economy pricing: This strategy is used to take a very basic, low-cost approach to marketing--nothing fancy, just the bare minimum to keep prices low and attract a specific segment of the market that is very price sensitive. Like Wal-Mart in USA or ALDI in Australia Price Skimming: This strategy is designed to gain maximum revenue advantage before other competitors begin offering similar products or product alternatives. Psychological Pricing: Psychological game with consumer, for example: $99 feel a lot less than $100 or $999 looks a lot cheaper than $1,000
2. Testing Price change strategies; introducing new products line at cheap introductory cost
3. Consumer attitude in price change
Research on products and services	1. What are competitor product equivalent to ours
2. Consumer behaviour and buying patterns because of packaging of competitors products
3. Product life cycle is important to know, it goes like a sinusoidal wave, up and down so confirming through research where our product is standing in terms of life cycle is another way to analyse the product and make it better
Research on promotion (promoting the product/service)	1. Effectiveness of current advertisement
2. Alternatives like cheap or substitutes offered
3. Testing and comparison with alternatives

Question Five

Once preliminary research has been conducted, you will have a better understanding of how your research will benefit the organisation and how your performance (past, present and organisational objectives for the future) will impact on the research.

5a Based on what you think the market research needs are, use the table below to draft two research objectives. Remember to ensure that your objectives align with organisational requirements. Section 2 ebook

Draft Objectives
	To Identify current and potential opportunities to cater needs in Organic food market
	To tap into Retail organic world for consumer satisfaction and ultimate growth

5b Part of ensuring that you are on the right track is to test various hypotheses. With the help of Richard, you have developed the hypothesis ‘The CA City Department Store customers need a delicatessen’. Using the table below, outline the seven (7) steps you would take to test this hypothesis. Control F ebook will cover this

Steps to test a hypothesis
	Evaluate Assumptions
	State the Hypothesis
	Set goals
	Observe, Investigate, Research
	Purpose
	Measure
	Analysis

5c Using the table below, explain how each of the key provisions of legislation listed could impact your objectives and business operations. An example has been provided for you below. Ebook or google – try to relate it to market research

Legislation	Explanation
Anti-discrimination legislation and principles of equal opportunity, equity and diversity	It is unlawful to discriminate against any person. It will be important to ensure that objectives do not beach discrimination laws otherwise this will impact business operations.
Ethical principles	Set of norms of dos’s and don’ts in business world, which is right and what is wrong, its exactly like how you portray your image in front of people, same like you Business is seen as a separate entity when it comes to Ethical rules
Privacy laws	These laws govern the organizations to handle sensitive/ personal information related to customers, employees, any internal or external individual or organization dealing with your business
Australian Consumer Law	Its an updated and revised version of Competition and Consumer Act 2010 introduced on 1st January 2011, it protects the consumer and business practices in terms of good and services bought and not only control but also enforce legislative practices on businesses in terms of reforms, imposing heavy fines, for example if a consumer is complaining Vodafone since last 6 months about coverage issues and Vodafone is not listening to him after contacting ACCC (Australian Consumer and Competition commission) consumer will not only refunded but Vodafone might be imposed with the fine not to listen to consumer.

Question Six

You have received an e-mail from Edward Shands (see Appendix B). As per Edward’s request, you will need to develop a market research plan. To help structure your response, a template has been provided for you below. If you decide to use your own template, your market research plan must include the following: The Project Plan template must be completed. The Project scope will help with this along with the ebook.

Market research plan approval signatures
Business need
Marketing plan overview
Critical assumptions
Deliverables
Objectives
Market research plans
Work breakdown structure
Timelines
Budget
Control plan
Communications plan

Question Seven

7a Now that you have completed your market research plan, you will need to send the draft back to Edward to review. Using the template below, write an e-mail to Edward asking for feedback on your market research plan. I am looking for formal wording and the word feedback in this email.

7b Edward has reviewed your marketing research plan and has asked you a couple of questions regarding the communication strategy. He feels that the current communication strategy in your market research plan doesn’t clearly explain what communications are required. He has suggested that you complete a communication matrix to help ensure relevant and useful information is gathered frequently.

Using the matrix template provided below, develop a communication matrix which includes a minimum of three stakeholders. One has been completed for you as an example.

Communication Matrix
Stakeholder	Communication Description		Frequency	Format	Owner
Name		What type of communication and reporting will this stakeholder received?	How often?	In what format? Report sent by email? Or presentation?	Who sends?
Accounts personnel		Project status updates	Monthly	email	Jon Sales
Marketing Research Company (“Mind Health Relax” organizational chart)		Project updates	Weely	Email	Olivia Chanley
CEO		Project brief, meetings	Weekly	Email, Briefing, Meetings	CMO, COO, GM Marketing
COO		Project brief meetings	Weekly	Email, Meeting, Briefing	Olivia Chanley

7c After your initial planning and communication, Edward has indicated that he may need to see the results of your research by the next board meeting in 10 days. If this were to happen how would this affect your market research plan? Minimum 50 words. Read through ebook but this question is asking what are the consequences of moving the time line forward? How will it affect your data?

Question 8

Edward has approved your market research plan and does not need the results in the next ten days- what a relief! With the plan now approved, you now need to begin defining your data gathering approaches. Based on your objectives, you need to select appropriate data types, sources and methods. Make your selections and use the table below and document the following:

Data type
Description of data
What information you require
Disadvantages of the method you have chosen

You will need to include a minimum of four data types. One has been done for you as an example.

Follow the example provided. Ebook section 3 will help also

Data type	Describe the data. Internal/External Primary/Secondary Quantities/Qualitative	What information do you need from this data to support the research objectives?	What disadvantages could this method present for you?
Industry specific data	External Secondary Quantitative	Trend information (growth or decline) and consumer information.	May not capture all the information we need.
Internal Organization records	Internal, Quantitative, Primary	Growth, decline, trends and details of consumer related quantitative data for research	May not be relevant, consumer behaviour changes from time to time.
Sales records	Internal, Quantitative Primary	Growth and decline of sales and fiscal details related to busy times	Might not be relevant because sales never stay constant and new trends in technology and sonsumer satisfaction might make the sales record irrelevant
Market Trends	External Qualitative Secondary	Trend is what custoemr wants today and by this we can predict what will be in need in coming time; e.g: PC to smart mobile.	May change because trend always changes with time
Primary Market Research	External Quantitative Primary	New data that has not been collected before related to market and trends	Several errors can be received because it is related to market research on something which has never been conducted, in this case we are doing Primary market research for growth related options

Question 9

9a In most cases, a combination of data types will best meet research objectives. Having selected various data types in question eight, which combination of data types do you think will best inform the market research objectives? Justify your answer. 3.2 ebook

There are many data types discussed in question no. 8.

Formal or informal comments, feedback from clients, customers staff etc.
Government statistics
Industry planning information
Qualitative quantitative data
Sales figures
SWOT analysis of competition and your own business in relation to the needs of the research

We all know that in many cases data types are the most important thing in research objectives.

The combination of qualitative and quantitative data, SWOT analysis and sales figure will best inform the market research.

For the justification of the question, firstly we should know about qualitative and quantitative data.

Qualitative	Quantitative
Qualitative research is exploratory. It is used when we do not know what expect, and need to define or develop An approach to the problem.	Quantitative research is conclusive, and takes a more logical, data-led approach.
Generates non numerical data.	Generates numerical data or information which can be converted Into numbers.
Rates the likelihood using words and alphabetical ratings e.g. Extremely likely = A.	Rates the likelihood as a probability or frequency of the risk using numerical weighting e.g. 1 in 200 cases will Exhibit this behavior.

So when the data is qualitative it is having more advantage because the market wants the quality.

Also checking the sales figure of the market is very important because in market rates are always running in ups and downs.

So if we are not figure then we cannot be a good researcher.

SWOT analysis is the most important phase for the research objective.

In SWOT analysis, the strengths, weaknesses, opportunities and threats of an organization is discussed.

In research SWOT analysis is important because we discuss the strengths, weaknesses, opportunities and threats of an organization and made a effective research paper.

9b As a researcher, you need to consider how you might go about collecting/gathering the data types you have identified in question eight. Using the table below, list a minimum of four data collection methods and explain why they would be suitable for your market research plan. One has been done for you as an example.

Section 3 of ebook

Data Gathering//collection method		Explanation
	Search the internet e.g Australian Bureau of Statistics, Google, Industry web sites	A lot of useful information can be found online and can be a low cost option. A preliminary internet search can be a good starting point for determining the customers need/want for delicatessen items. For example, a drink marketer googling 'enhanced water products' would come up with 13.5 million results
	Observations	Observations are helping us to do research accurately and efficiently. In our market, market is changed day by day and data is gained so observations provide data to us.
	Case studies	Case studies are the most basic and sometimes the most important method for data gathering because it influences our market.
	surveys	Surveys are very important term in data gathering. In different type of research like university college and organizational research surveys and questionnaire are the method of research in which different statements are provided to the people the give there opinion.
	Face to face interviews	Face to face interview is the good method of research because in face to face interview we discuss the plans , formulate questions etc. it helps us in research.

Question 10

10a When developing customer surveys, there are various components you need to consider to ensure the data you gather is quantifiable. Use the table below to explain:

How questions should be developed.
The ‘should nots’ of question development.
Question types
Questions you will include in the survey
The various methods of designing samples.
How you would choose a sample to deliver the survey. There is heaps of info in the ebook for this

Quantify required data
Component	Explanation
How should your questions be developed?	Always ask small close ended questions.
What should your questions not have?	Slang, abbreviations, jargons, leading questions, double barrelled questions, too smart questions, overlapping or unbalanaced response choices,
Provide a minimum of three (3) question types	1. Closed questions 2. Multiple Choice Questions 3. Open ended questions
Document a minimum of two (2) questions you will include in the survey	1. What is your favourite organic food brand and why? 2. How much you spend on Organic food every month/year?
Explain the various methods of designing samples, how would you choose a sample to deliver the survey?	There are different types of sampling design techniques: those can be used i.e.:

10b You have been provided with results from a recent customer survey (see Appendix C). Use at least one method to quantify this data and explain the purpose of another three statistical analysis methods.

Hint: You can choose from a variety of statistical analysis measures eg: you could express the collected response figures as percentages.

Use one method to quantify your data.

Survey results after quantifying the data gathered as recent customer survey will be:

SCALE	Product range	Customer service	Prices	Do we need to do more	Special events	OVERALL
Very good	18.67%	84.67%	83.00%	89.83%	20.50%	81.00%
Good	71.00%	15.00%	13.00%	6.50%	68.50%	18.50%
Not good	10.00%	0.33%	0.17%	2.67%	2.00%	0.00%
No answer	0.33%	0.00%	3.83%	1.00%	9.00%	0.50%
Total	100.00%	100.00%	100.00%	100.00%	100.00%	100.00%

Explain the purpose of 3 more:

1. Mean median and mode: It can be defined as set of data values is the sum of all of the data values divided by the number of data values

2. Variance and standard deviation

The Standard Deviation is a measure of how spreads out numbers are and Varience is defined as the average of the squared differences from the Mean.

Q6, Q7 c, Q 12 a,b,c,d, Q13 1

Q6, Q7 c, Q 12 a,b,c,d, Q13 2

3. Regression analysis: This analysis predicts the outcome of an event based on interactions between two related drivers

Q6, Q7 c, Q 12 a,b,c,d, Q13 3

Question 11

Explain how the types of data and data processing methods you have chosen will satisfy the research objectives you have set. Minimum 25 words.

Hint: please give a general reasoning, but also make sure to include how it might align with organisational policies/procedures or identify the cost and benefit choices.

Data and Data sampling methods:

As in question 10 we have already discussed the purpose of data quantification therefore here

Align with organizational policies:

Cost and Benefit choices:

Question 12

Before you can implement the plan, you will need to conduct one last review before sending it to Edward and Richard for final approval. To do this, answer the following questions.

12a On a scale of 1-10, how easy will it be to implement your market research plan? (1 being easy, 10 being hard) Be sure to explain your answer. Here tell me why it would be easy or hard to implement. Eg Research used

Hint: consider your estimated resources and timelines

12b Are you comfortable with the quality and credibility of the data methodology you proposed? Why?

12c In hindsight, what other means could you have used to obtain similar results? (Hint: choose a data gathering method that hasn’t been mentioned in question nine)

12d Based on all the information obtained should the market research plan be recommended? Explain your answer. Yes or No and why?

Question 13

Now that you have completed your final review, it is now time to get the market research plan approved and ready for implementation. Using the e-mail template below, write an e-mail to relevant personnel requesting their approval of your plan.

Appendix A: Organisational Charts

Appendix B: E-mail from Edward

Send	To	Jon Sales
From	Edward Shands
Subject	Market research plan

Dear Jon, As discussed, please find the market research brief attached. I know you have developed your own objectives, but you will need to develop your plan according to the information provided in the market research brief. I have had Richard Burton review the brief as well and he agrees that you should use this to develop your market research plan. When developing your budget, try your best to allocate dollar figures logically. Remember, do not go over budget. If you have any questions, please give me a call. Looking forward to seeing your draft. Kind Regards, Edward Shands

Appendix C: Survey Results

Summary results from customer survey for overall CA City Department Store customer satisfaction.

SCALE	Product range	Customer service	Prices	Do we need to do more	Special events	OVERALL
Very good	112	508	498	539	123	486
Good	426	90	78	39	411	111
Not good	60			16	12
No answer			23		54
Comments	I asked for different brand of shoes but the store wasn’t flexible. I actually wanted to return a product due to faulty features but it wasn’t possible even though I returned it in the packaging! I love the range but would love to be able to sit down for a coffee. We have to leave the store do that.	Girls in footwear are great. Staff always go above and beyond the call of duty I have had two third party calls since buying from the store not sure where they got my details! Occasionally I have to wait, last week I walked out of the store the girl was so slow. Staff were switched on and very helpful at letting us know what new events were coming up next.	Comparable in some departments. Others are more expensive than your competition.	I know it’s not food a shop but CA City could use a deli. Please!	The staff could do with a lesson on timings at some of the events I have been too. Is the catering from outside? Everything was kept on time, well done to the staff.	Not enough towels and toilet paper. Brilliant just add coffee please. Brilliant event. I have had several third party calls since shopping. Not happy!
Total	600	600	600	600	600	600