Market Research

For each of the two following research scenarios, identify and discuss who the target
respondents should be, whether qualitative or quantitative research is needed (or both),
and an appropriate data collection method. Broadly indicate how large the respondent
sample should be for each method you recommend and how you would select them.
Explain and justify your answers covering such issues as the nature of the research
objectives, cost, timeliness of data collection, availability of potential respondent
information, required sample size for such a situation, representativeness of data (i.e.
non-response), and any other research relevant issues. Be sure to discuss each scenario
and to show that you have some understanding of each industry. Do NOT contact the
companies directly for this assignment. Use only secondary data sources.

 

Scenario 1
You are the Marketing Manager for Menulog which is Australia’s largest online food and
beverage ordering service for householders (see “menulog.com.au”). Menulog allows
customers to browse menus from restaurants in their area and also read reviews. People
can order food and then collect it or have it home delivered by the restaurant. You are
wanting to assess how restaurants in Australia feel about Menulog and what value they
place on the free websites and mobile apps and other marketing tools the site offers. You
also want feedback on the pricing structure of no set up fees or fixed contracts.

 

Scenario 2
You are the Marketing Manager of Adelaide Free Bikes, a service which offers free daily
rental of bikes (with a helmet and lock) to people in the metro area. You have just
introduced additional services of multi-day rental (for a fee) and paid rental for specialist
bikes such as Avanti Atomic mountain bikes. You are wanting to understand who is
using the services currently and how demand might change now the fee-based bikes and
multi-day rentals have been introduced.

 

The following marking criteria will be used to assess your work
Ability to apply answer to the scenarios given (20%)
Discussion of target respondents(20%)
Discussion of research approach (20%)
Discussion of method (20%)
Discussion of sample size and selection(15%)
Presentation, clarity, correct referencing (5%)

 

Assignment Guidelines
This assignment is testing your understanding of many of the key principles covered in
this course. It is a chance to showcase that you have understood and apply them to a
scenario.
To answer this assignment you will need to use your course readings, lectures, textbook,
and tutorials. However, this is an applied assignment so you will not find the answer to
the assignment written anywhere. Please use the textbook as a minimum for references
to support your discussion.
Headings and dot points are encouraged. The thing to focus on is answering the assignment questions and demonstrating understanding of the concepts and ability to APPLY them to each scenario. You do not need to contact the organisations directly to complete this assignment, but you will need to show you have done some basic research on the organisation and thought about the industry the company is in.

 

Target respondents – this part of the discussion is testing that you know who needs to be included in research to meet the research objectives. In some scenarios the broad respondent group is quite obvious (or stated), so you do need to explain if you would split this broader group into sub groups and why this would help.
Approach – this shows that you understand broad research approaches Qual vs Quant)
that are suited to different research objectives, scenarios, issues and desired outputs.
Method – this part of the assignment is where you discuss data collection options based
on the availability of respondents, time constraints of the project, nature of the data
sought etc
Sample size and selection – this shows that you understand issues of sampling and also
have a grasp of what sort of sample sizes are typically associated with different research
methods and research objectives.

 

Other tips
Structure your discussion by assignment task (i.e. by scenario)
Make sure you address all parts of the task in your answer. Each has some weight
allocated to it (see Feedback Form).

 

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