Bba221 Marketing Research Task Brief Rubric Summary

Bba221 Marketing Research Task Brief Rubricstasksummarynick Thoma

Based on the provided marketing research brief for Good Foods S.A., the task requires developing an appropriate research design, selecting a suitable sample, and constructing an appropriate data collection form for investigating consumer attitudes and perceptions towards plant-based meat products.

Paper For Above instruction

Effective marketing research is essential for new product launches, especially in a growing health and wellness segment such as plant-based foods. To guide Good Foods S.A. in understanding consumer perceptions and potential market success for their upcoming plant-based meat products, a systematic approach involving precise research design, targeted sampling, and tailored data collection instruments is necessary.

Research Design

The first step is to define the specific information needed to inform the company's launch strategy. The primary data requirements include consumer attitudes towards plant-based meat products, their perceptions of wellness foods, purchase intentions, and insights into market segmentation based on these attitudes. Secondary data might also be valuable for contextual understanding but, given the exploratory nature of consumer perceptions, primary data collection will be prioritized.

Regarding the overall research design, a mixed-method approach is advisable, combining exploratory and descriptive methodologies. An initial exploratory phase employing qualitative techniques such as focus groups or depth interviews can uncover nuanced consumer motivations, barriers, and perceptions. These insights will inform the development of a comprehensive structured questionnaire, enabling quantitative assessment of attitudes, preferences, and purchase intentions across a broader population.

Primarily, a descriptive research design will allow estimation of market penetration, purchase intentions, and consumer segmentation, all crucial for strategic decisions. The descriptive nature of the research will facilitate statistically valid generalizations about the target market based on the survey data, aligning with the company's objectives of estimating market size and understanding consumer segments.

Sample Selection

The population targeted includes consumers of meat and wellness foods, with interest in plant-based alternatives. A combination of qualitative and quantitative sampling processes ensures depth and breadth. For qualitative insights, a sample of approximately 12-15 participants for focus groups or 8-10 for in-depth interviews can provide rich data on consumer attitudes and beliefs. Purposive sampling ensures participants are representative of the target segments, such as health-conscious consumers, vegetarians, vegans, andflexitarians.

For the quantitative survey, a sample size of at least 300-500 respondents is appropriate to achieve statistical significance and acceptable confidence levels. The sampling process should be probability-based, such as stratified random sampling, to ensure representation across key demographics like age, gender, income, and geographic location. Eligibility criteria include individuals aged 18-65, who are either current meat consumers interested in plant-based options or health-conscious food buyers.

The relevant sample comprises segments identified through prior research as likely consumers of plant-based meat products: health-conscious individuals, environmentally motivated consumers, and those already engaging in meat reduction or vegetarian diets.

Data Collection Form

The primary data collection instrument will be a structured questionnaire designed to capture quantitative data on consumer attitudes, perceptions, preferences, and intentions. The questionnaire will include multiple-choice questions, Likert scale ratings, and demographic items.

Key sections of the questionnaire include:

  • Attitudes towards plant-based meat products: Statements rated on a 5-point Likert scale (Strongly disagree to Strongly agree), e.g., "Plant-based meats are a healthy alternative."
  • Perceptions of wellness foods: Likert scale items evaluating beliefs about health, naturalness, and sustainability.
  • Purchase intentions: Questions measuring likelihood of trying or buying plant-based meat products, with options ranging from "Very unlikely" to "Very likely."
  • Preferences for specific product types: Ranking or rating burgers, minced meat, sausages, nuggets, and tuna in terms of appeal and willingness to purchase.
  • Market segmentation variables: Demographics, dietary habits, environmental concerns.

Additional open-ended questions can explore consumer concerns or barriers, providing qualitative insights to complement quantitative data. The questionnaire will be pre-tested among a small sample to refine wording, structure, and timing, ensuring clarity and reliability.

Conclusion

In summary, an exploratory followed by a descriptive research design employing mixed methods will best serve Good Foods S.A.'s objectives. A qualitative phase will facilitate an understanding of underlying perceptions, while a broad quantitative survey will allow for accurate market estimation, segmentation, and purchase prediction. Carefully selected samples, along with a comprehensive, well-structured questionnaire, will generate robust data to guide successful product positioning and marketing strategies for these innovative plant-based meat products.

References

  • Bryman, A., & Bell, E. (2015). Business Research Methods. Oxford University Press.
  • Malhotra, N. K., & Birks, D. F. (2017). Marketing Research: An Applied Approach. Pearson.
  • David, M., & Sutton, R. (2016). Social Research: An Introduction. SAGE Publications.
  • Krueger, R. A., & Casey, M. A. (2014). Focus Groups: A Practical Guide for Applied Research. SAGE Publications.
  • Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business Research Methods. Cengage Learning.
  • Hair, J. F., Wolfinbarger, M., Money, A. H., Samouel, P., & Page, M. J. (2015). Essentials of Business Research Methods. Routledge.
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  • Fowler, F. J. (2014). Survey Research Methods. SAGE Publications.
  • Guest, G., MacQueen, K. M., & Namey, E. E. (2012). Applied Thematic Analysis. SAGE Publications.
  • Stokes, R., & Lomax, G. (2017). Business and Marketing Research. Routledge.

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