...Project FOX Fad or Expedient? - Perceptions of Consumers and Organisations on Green Marketing. Mieke van Kaam a research proposal – 22 April 2012 Table of Contents 1. Background 3 2. Problem statement 3 3. Research objectives 4 4. The scope and limitations of the proposed research 4 5. Literature review 6 5.1. Green fever –A load of Greenwash or not. 6 5.2. How green can you go? 7 5.3. Lets collaborate! 7 5.4. Consumer evolution 8 6. Research plan 9 6.1. Description of research subjects and design 9 6.2. Sampling plan 9 6.3. Instruments 9 6.4. Procedures 9 7. Proposed methods for processing, analysing and interpreting data 11 7.1. Quantitative 11 7.2. Qualitative 11 8. Timeline 12 9. Potential outcomes and conclusion 13 10. Reference list 14 11. Appendix A 15 Background * Green marketing is the product modifications and/or changes in production processes, * packaging and advertising, made by companies to ensure that the final consumer product * is environmentally safe. * This is a simple definition for green marketing, but how many consumers and organisations * in South Africa (SA) actually understand the essence of green marketing. And if they do, * what are their viewpoints on green marketing and how was it shaped? Do organisations see * it as a fad attribute that's merely added to a product to ensure premium pricing options * and eventually higher profits for the company...
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...Page 1 of 21 SECTION A: Problem in Context and Statement of the Problem The effect of In-store advertising and strategic shelf space within the South African FMCG market, and the impact it has on consumer buyer behaviour. Impulse buys are a form of consumer buyer behaviour but could it be that these buys are purchases that are fueled by emotion and desire, for instant gratification and not just a spontaneous urge. Research shows (Shaw, 2014) us that in fact we are drawn out of a subconscious state of being into a conscious one when that “impulse” to buy something not on our list occurs. “Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society” (Kuester, 2012). This proposal is going to look at different influences and how these influences affect consumer buyer behaviour. Objectives: This proposal is going to establish to what extent the effects of in store advertising and shelf space/product locations have on consumers buying behaviour 1. To examine how in store advertising effects the consumer buying behavior. 2. To determine the effect of shelf space / product locations on consumer buyer behaviour. Further detailing on the above objectives: 1. To examine how in store advertising effects a shoppers buying behaviour This objective is to prove the relationship...
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...RESEARCH DESIGN OPENING QUESTIONS 1. What is a research design and what are the kinds of basic research designs? 2. How can the basic research designs be compared and contrasted? 3. What are the major sources of errors in a research design? 4. How does the researcher coordinate the budgeting and scheduling aspects of a research project? 5. What elements make up the marketing research proposal? 6. What factors should the researcher consider while formulating a research design in international marketing research? 7. How can technology facilitate the research design process? 8. What ethical issues arise when selecting a research design? AUTHOR’S NOTES: CHAPTER FOCUS This chapter provides an overview of research design. A definition and a classification of research designs are presented. The differences between exploratory and conclusive research designs are discussed. The three basic types of research designs, namely exploratory, descriptive, and causal, are described and a comparative analysis of these designs is presented. The potential sources of errors in research designs are covered in some detail. The budgeting and scheduling of a marketing research project, as well as the preparation of a marketing research proposal, are covered. This chapter is similar to competing texts with regard to the material on the basic types of research designs. It is different in that it presents a comparative analysis of these designs and also gives a unified treatment...
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...Marketing Research Assignment (MAN4273M ) ------------------------------------------------- Caroline LY – Varun Menon – Jörn Meyer – Koen van Luxemburg Course Leader = Helen Preece We certify that this assignment is the result of our own work and does not exceed the word count noted below. Number of words __2554____________ (excluding appendices/bibliographies, tables and diagrams) Executive Summary This research had the intention to find out whether the launch of a new student discount card was feasible or not, and what students’ expectations of this card would be. This was then broken into this three marketing research objectives: 1. To understand students’ needs 2. To examine their attitudes towards and usage of the existing competitor card (the NUS Extra card) 3. To measure potential demand The focus group results pointed out that existing NUS Extra card holders were rather pleased with their card, but that they found the discounts provided by the card rather lacking. Those that did not have an NUS Extra card were unaware of the concept and put more emphasis on supermarkets, bookstores and various online shops. During the questionnaire, we interviewed 100 students. But we could hardly find students having the NUS Extra card already. Hence, only 8 respondents had an NUS Extra card. Of the remaining 92 students, the majority indicated that they had never heard of the concept. Others however indicated that they saw little advantage over the...
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...Marketing Research MKTG 3401 – Fall 2012 Section 01 W/F 11:45 am – 1:25 pm 330 Dodge Professor: Felicia Lassk Office: Hayden Hall 202 Office hours: W, 1:30 – 2:30 p.m. or by appointment Phone: (617) 373-5307 Email: f.lassk@neu.edu Blackboard: blackboard.neu.edu “MKTG 3401 Lassk Fall 2012” Text: Marketing Research, Malhotra, 6th Edition, 2010 – NU custom text. Prerequisites: MKTG 2201, MGSC 1201 and 64 SH toward the degree Course Description: This course focuses on the marketing research process and the analysis of data using SPSS statistical software. It gives students the opportunity to develop an understanding of consumer attitudes and behavior processes as the basis of the design of marketing problems. The course covers topics such as problem definition, research design, sampling, attitude measurement, questionnaire design, data collection, and data analysis. Statistical Package: SPSS is available as a 6-month rental for $35 plus $4.99 download fee. Details on how to access the rental are provided in the Tech Marketplace of MyNEU Portal under “Free and Discounted Software – More Software tab.” SPSS is also available for free through MyApps using MyFiles to house your data files. Please note, to access SPSS with MyApps on campus, you must be connected to “NU-Secure” wi fi. Details to access MyApps and“NU-Secure” wi fi is provided in the MyNEU portal. You must be able to access SPSS through either of these options by 9/19. ...
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...market research for better quality and customer service. His managers suggested market research techniques like Quality Inspection Program, Controlled taste tests. Also Brand Image Monitoring Survey and Customer Experience Study were some of the method suggested by Trevor Wallace, vice president of Marketing. The objective of case is to decide which course of action Daryl Buckmeister , CEO of the company , should take? Whether he should put large investment in market research? Which of these proposed programs he should implement? Major Marketing Problem The Coop’s had always given preference to food items to create value priced meal. After little investigation Buckmeister came to know about degradation of performance standards in some of the kitchen. Also he found out some of the stuffs were not trained properly. Few of the customers also were dissatisfied with the food price of the Coop and they feel its food items are overpriced than the food price of their competitors. Another area of investigation was The Coop’s marketing spending. Although according to CEO, The Coop’s share of voice was comparable to that of KFC but there was uncertainty to whether Coops is communicating the write message to customer. Various other issues like home delivery system, control of quality of the food, diversification of the food products, and option of co-branding also need to be addressed. How the company is addressing the Problem Various alternatives for market research had been...
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...Marketing Research Nick Thakurani July 29, 2012 MKT/421 Mrs. Stephanie Burns Kudler Fine Foods is a high-end specialty food store located in the San Diego metropolitan area. The have three locations: La Jolla, Del Mar and Encinitas. All these locations are beautifully designed boasting an 8000 square feet space in fashionable shopping centers. Kudler Fine Foods is currently looking into improving and possibly expanding operations by introducing aggressive marketing strategies and tactics. In this paper I will evaluate Kudler’s marketing strategies and emphasize on the important of marketing research. I will also speak about additional marketing strategies Kudler can perform to maximize results, while highlighting the importance of competitive intelligence in regards to the development of Kudler’s marketing strategy and tactics. Marketing research is extremely important and will help Kudler Fine Food’s create long term business plans, launch new proposals and products and most importantly expand into new markets. “Marketing Research is the process of assessing the viability of a new product or service through techniques such as surveys, product testing and focus groups. Market research allows a company to discover who their target market is and what these consumers think about a product or service before it becomes available to the public.” Having a successful marketing research team will be very important to Kudler Fine Foods. Kudler already has some...
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...Pass: 3 Introduction to Marketing Describe how a selected organisation or any other organisation uses marketing research to contribute to the development of its marketing plane. A definition of marketing research: "Marketing research is the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing." The key words in this definition are; systematic, objective and analysis. Marketing research seeks to set about its task in a systematic and objective fashion. This means that a detailed and carefully designed research plan is developed in which each stage of the research is specified. Such a research plan is only considered adequate if it specifies: the research problem in concise and precise terms, the information necessary to address the problem, the methods to be employed in gathering the information and the analytical techniques to be used to interpret it. The market research brief: Marketing research can be concerned with any of a variety of aspects of the market: the product, sales, buyer behaviour, promotion, distribution, pricing, packaging, etc. Since the researcher cannot investigate everything about a market, he/she must be selective. The question remains as to how the researcher decides where to focus the study, and to what depth each issue should be investigated. The answer should lie in a document called the research brief. The research design is a set of guidelines...
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...The purpose of this proposal is to evaluate the effectiveness of the promotional campaign and decribe the marketing research techniques that used in the promotion campaign,i would like to choose addidas all in promotional campaign. Firstly,All in is mean features Adidas Sport Performance, Adidas Originals and Adidas Sport Style sub-brands in a single campaign,i would like to descprie of this campaign and point out the tools that adidas used to communciate the message Secondly,i have to show the specific communciation objectives for the addias all in and try to find out the various target audiences,it may be include the different audience in the campagn,after find out the audiences,we can outline the strategyand tactics adopted by this promotional campaign. Moreover,evaluating the effectiveness of two of the communication tools using the marketing research technique-Adertising and public relation,the main techniques may be Pre-testing and post testing in the advertising. Finally,after we were evaluated the whole promotional campaign of the addidas,we can see that how they work from the begining and the ending,you can conize the different promotional campaign method and process after we had done the proposal. 10. Conclusion In conclusion, the promotional plan presented above has the aim to increase Adidas brand awareness and products sales bychanging image of Adidas as a ‘fashionable’ clothes and not only forpractical use in order to be ‘the best’ brand in the...
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...Final Kaplan University IT402: IT Consulting Skills Your requirements The hard and soft candy manufacturers are small but very ambitious and fast growing firms offering a wide range of hard and soft candy. The consulting team has been invited to work with IT, manufacturing, distribution and marketing employees to explore the opportunities for growth. Overall aim The main aim of the consulting project is to give the candy manufacturers a clear idea of the way in which the business might be combined while operating efficiently and effectively. Objectives The consulting project aims to: • evaluate the market context of the candy manufacturers; • develop an understanding of the market sectors that are most attractive for new business development; • dedicate valuable resources towards the exploitation of those market sectors; • refine its product range and service offering to increase competitiveness. Outcomes As a result of this consulting exercise the candy manufacturers will be able to: • achieve internal economies of scale; • improve process management; o combine product lines in an effective and efficient manner; • open additional markets; o combine hard and soft candy sales o combine truck routes • process improvement; o improved data mining; o lower production...
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...Harvard Business School 9-591-025 Rev. July 24, 1991 Zenith: Marketing Research for High Definition Television (HDTV) On August 1, 1990, Bruce Huber, VP of marketing at Zenith Electronics Corporation, was meeting with CEO Jerry Pearlman. They were discussing Zenith’s options regarding high definition television (HDTV), a new technology that produced higher resolution (i.e., sharper pictures) and superior digital stereo sound. It could also permit larger screen sizes and wider screen pictures. The company had to decide how to forecast demand for this new technology and whether to conduct a study to assess consumer preferences for the new wider screen format implied by HDTV. The recently retired president of Zenith’s Consumer Products Group, Bob Hansen, had recommended that Zenith study whether consumers preferred the 16:9 wide screen aspect ratio proposed for HDTV or the current, relatively square NTSC (National Television Systems Committee) standard of 4:3, found in all TV sets in the United States. (A TV’s aspect ratio was defined as the ratio of the image’s width to its height.) If consumers really preferred the 16:9 shape, Zenith would have to invest hundreds of millions of dollars in new plants and equipment to produce wide shape picture tubes larger than 28” in diagonal. For sizes under 28” the investment would be insignificant. Pearlman turned to Huber and asked a series of questions: “We need to know what are the forecasts of HDTV demand from 1992 to the year 2000...
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...in Marketing Research 1. Information or data collected from respondents should not used for any other purpose or for any other research work. In this case the researcher plays crucial role and he can assure respondents about security of the opinions and information given by respondent. 2. Researcher should not force any respondent for answers. Researcher can explain the importance or necessity of answer of that question for research work, but he/she should not make compulsion or impel respondents to answer a particular question. 3. Protection of data or confidentiality of data Researcher or research organization should protect data properly. They should keep confidential data or information very safe and secure. Any client or outside person should not access confidential and important data from organization. 4. In case of personal or sensitive questions, researcher should give time to respondents to think about it, and refuse to participate in study. Researcher or trained staff of appropriate sex can be used to reduce embarrassment cause. For example, suppose questions are related to female product, then it will be better to select female staff to do the research. 5. Proper, Unbiased and accurate information collection Marketing researcher should collect accurate information and report to the research organization & client without any bias. The American Marketing association has established code of ethics i.e. principles of ethical practices of marketing research...
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...Customer Satisfaction Research Proposal CommunnaTell Wireless Company: Team B Tammy Cech, William Frudakis, Robbie Hollingsworth RES/320 August 30, 2010 Instructor: Dr. Michele Burpeau-Di Gregorio Customer Satisfaction Research Proposal: CommunnaTell Wireless Company CommunnaTell Wireless commits to delivering outstanding customer satisfaction. The company offers quality products and services on the nation’s largest and most reliable wireless voice and 3G network, and it delivers the industry-leading customer service – online, over the phone and in-person. Recently the company has experienced an increase in complaint calls, which reported to the research team for follow-up. The design of the proposal was to determine the cause or causes of the lack of customer satisfaction. Senior Research Proposal Research Question CommunnaTell Wireless Company being the largest wireless phone company in the United States has done several new and innovating advances with-in the management of several departments. These new changes created several opportunities in the Call Centers because of higher turnover rates. Complaints from customers calling into the Call Centers rose over the last few months creating concerns over the effectiveness of training given to the new associates. CommunnaTell Wireless will conduct surveys of recent customers to the call center to determine the root cause of the recent complaints. Propose Research CommunnaTell Wireless Company will...
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...MARKETING 202 NOTES CHAPTER 1 MARKETING RESEACH = systematic and objective process of generating information to aid in decision making BASIC (PURE) RESEARCH= > expands limit of knowledge or learn more about concept > not aimed at solving pragmatic problem > verify acceptability of certain theory APPLIED RESEARCH= > conducted when a decision needs to be made about specific real life problem > studies undertaken to answer specific question (our focus) SCIENTIFIC METHOD= > techniques and procedures used to recognise and understand marketing phenomena 4 STAGES OF DEVELOPING AND IMPLEMENTING MARKETING STRATEGIES: 1. Identifying and evaluating opportunities 2. Analyse market segment and select target markets 3. Planning and implementing a marketing mix that will satisfy customers’ needs and meet objectives of the organisation 4. Analysing market performance TYPES OF RESEARCH FOR PLANNING AND IMPLEMENTING MARKETING MIX: 1. Product research = to evaluate new products or adapt old products = concept testing: new product idea to judge acceptance and feasibility of concept = product testing: reveals strengths and weaknesses and performs better than competition = brand name evaluation: is name appropriate...
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...MARKETING (WH) {MKTG} L/R 101. Introduction to Marketing. (C) Niedermeier. The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, market research, product management, pricing, promotion, sales force management and competitive analysis. 211. (MKTG773) Consumer Behavior. (C) Cutright, Reed. Prerequisite(s): MKTG 101. This course is concerned with how and why people behave as consumers. Its goals are to: (1) provide conceptual understanding of consumer behavior, (2) provide experience in the application of buyer behavior concepts to marketing management decisions and social policy decision-making; and (3) to develop analytical capability in using behavioral research. 212. (MKTG756) Marketing Research. (C) Shen, Eliashberg. Prerequisite(s): MKTG 101, STAT 101. Students are highly encouraged to take statistics in the semester immediately preceding this course. This course examines the role of marketing research in the formulation and solution of marketing problems, and the development of the student's basic skills in conducting and evaluating marketing research projects. Special emphasis is placed on problem formulation, research design, alternative methods...
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