marketing

BBA221 MARKETING RESEARCH Task brief & rubrics

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

a. 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

b. Marketing objectives

• Understand consumers’ perceptions towards the category
• Estimate market penetration of the category
• Estimate purchase intention
• Identify competition
c. Research objectives/questions

The research objectives include the following:

• What are consumers’ attitudes towards:

a. plant-based meat products
b. meat products in the context of wellness
c. wellness food products
• What are consumer preferences and intentions for various types of plant-based meat products?

a. Burgers
b. Minced meat
c. Sausages
d. Nuggets
e. Tuna
• 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

Formalities:

• Wordcount:2000-2500 words

• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

• Font: Arial 12,5 pts.

• Text alignment: Justified.

• The in-text References and the Bibliography have to be in Harvard’s citation style.

• Individual task

• Document (uploaded in pdf format)

Submission: Week 8 – Via Moodle (Turnitin), 20th September 23:59

Weight: This task is a 60% of your total grade for this subject.

It assesses the following learning outcomes:

• Outcome 1: design the marketing research questions for questionnaires;

• Outcome 2: identify the sampling methods and procedures and determine the sampling sizes

Rubrics

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Knowledge &
Understanding

(20%)

Student demonstrates
excellent understanding of
the relevant theoretical
framework in an entirely
appropriate manner.

Student demonstrates
good understanding of the
relevant theoretical
framework

Student understands the
task and provides minimum
understanding of the
relevant theoretical
framework

Student understands the task
and attempts to answer the
question but there is no
evidence of understanding of
the relevant theoretical
framework

Application (30%) Student applies fully
relevant knowledge and
methods from the topics
delivered in class.

Student applies mostly
relevant knowledge and
methods from the topics
delivered in class.

Student applies some
relevant knowledge and
methods from the topics
delivered in class with
some minor mistakes

Student applies little relevant
knowledge and methods
from the topics delivered in
class. There are mistakes
and/or misunderstandings.

Critical Thinking
(30%)

Student critically assesses
in excellent ways, analyzing
and synthesizing
information providing
support by relevant
references

Student critically assesses
in good ways, analyzing
and synthesizing
information providing
support by relevant
references in most cases

Student provides some
insights, but analysis and
synthesis of information is
incomplete and support by
relevant references is
limited

Student makes little or none
critical thinking insights, but
analysis and synthesis of
information is limited with no
support by relevant
references is limited

Communication
(20%)

Student communicates
their ideas extremely
clearly and concisely,
respecting word count,
grammar and spellcheck

Student communicates
their ideas clearly and
concisely, respecting word
count, grammar and
spellcheck

Student communicates
their ideas with some
clarity and concision. It
may be slightly over or
under the wordcount limit.
Some misspelling errors
may be evident.

Student communicates their
ideas in a somewhat unclear
and unconcise way. Does not
reach or does exceed
wordcount excessively and
misspelling errors are
evident.