The Customer Views on Whiskey and Alcohol - Research Paper Example

Consumer Marketing Research – A Research Proposal Submitted by: XXXXXXXX Number: XXXXXXX of XXXXXXXXX XXXXXXXX Code: XXXXXXX Tutor’s Name: XXXXXXX University of XXXXXXXX Date of Submission: XX – XX – 2010 Executive Summary This report aims at researching for Walkers Shortbread the customer views on whiskey and alcohol flavoured products. A research methodology has been set out and a through and detailed report has been created which provides the target markets, sample size and also the data collection method. The recommended research methodology for this research has been chosen as a combination of both a secondary research as well as primary research consisting of online surveys, manual survey and in depth interviews. The research will in brief follow the data triangulation method. Recommendations have been made to design the questionnaire and to attempt a pilot research before the actual research as it will help reduce any possibility of ambiguity and confusions in the questionnaire. Table of Contents Executive Summary 2 Table of Contents 3 Introduction: 5 Problem Definition: 5 Research Objective: 6 Chosen Method: 8 Target Respondents: 9 Sample Target and Size: 9 Data Collection Method: 10 Conclusions and Recommendations: 11 Bibliography 13 Introduction: Consumer marketing and consumer marketing research are very complex situations with a thorough understanding of the markets. This report aims at providing a research proposal for Walker Shortbreads. Walkers Shortbread has been in the industry for over 112 years and the company has been providing excellent quality shortbreads to the UK and US. The company now aims at introducing new flavoured bread in the region of Glasgow. The report aims at creating a research proposal for the company to help the company gain a better perspective of the customers and their choice and to gain a better understanding of the prospective markets. The report has been written to cater to the needs of the company and provide the company with a brief overview of how the research can be undertaken. The report will provide a deep and through explanation of the possible research techniques that can be undertaken by the company to reach out to the prospective buyers and the target market in Glasgow. This report will contain a clear set of problem statements and the problem definition following which the research objectives and the research methodology will be prepared. This will provide a brief insight into the research methods that are available along with the chosen methodology for the research. Problem Definition: The aim of this research and the main problem on which this research is based is ‘introduction of a new product’. Walkers Shortbread plans at introducing a new whiskey and liquor flavor shortbread in the region of Glasgow. The company needs to gain an idea on the views and perspectives of the customers on this flavor of products. This will help the company to forecast the demand and also learn whether it is viable to introduce the product in the markets. Research Objective: The main objective of this research is to find out the following: a) The customer views on whiskey and liquor flavoured products b) To understand the possible demand level for the product in the Glasgow regions c) To learn the openness and acceptance of change in the markets Research Design: There are two basic types of research, namely, qualitative and quantitative research. Hussey and Hussey (1997) consider these two methodologies to be at the two extremes of the research continuum. Qualitative Research: Qualitative research takes into account an in-depth view of behavior patterns of people. It aims at finding the reasons behind each aspect of behavior or trend that is displayed. It becomes an answer to the how and what for the decision making unlike quantitative method being results of questions related to the what, when and where aspects (Jobber, 2004). Qualitative or phenomenological methods tend to produce rich intensive data relating to small numbers of people and moreover, they tend to provide more contextual data – which adds value to other data – while acknowledges the fundamental complexity of certain social phenomena (Walker, 1985). Hence, qualitative research need not have a very large sample; however a focused sample is necessary which helps the classification of data into patterns so as to form the basis for interpretation of results and for report making and organizing the results (Saunders, et al, 2000; Housel & Nelson, 2005). Quantitative Research: Quantitative research is a systematic method of investigation of quantifiable properties and entities (Jobber, 2004). It is a scientific method used both in social as well as other research forms. Generally, quantitative research is a repetitive process for evaluation of results and hypotheses. It is a positivistic approach that “Seeks the facts or causes of social phenomena, with little regard to the subjective state of the individual” (Hussey & Hussey, 1997, p52). The chief aim of quantitative research is apply mathematical techniques, hypotheses, theories and tools so as to have quantifiable results. The results are measured and scaled indicating the connection between mathematical models and empirical expressions of relationships that are quantitative in nature (Saunders, et al, 2000). Research Paradigm: A paradigm can have various meanings. It refers to “your basic beliefs” and your approach to the world which affects the way you define your research and how you collect and analyse data (Collis & Hussey, 2003, p. 47). The research approaches used in the study comprises a mixture of both the “phenomenological paradigm” which is also referred to as a “qualitative” approach, and the “positivistic paradigm” also known as the “quantitative” approach (Collis & Hussey, 2003, p. 47). “Phenomenological” is based on the word “phenomenon” which means a fact that happened or an event that was witnessed. With the phenomenological approach the focus is on “understanding the human behaviour from the participant’s own frame of reference” (Collis & Hussey, 2003, p. 53). As this approach is related to an event within a context of time and place, the aim is to investigate an event by carrying out your own research to “construct new theory to explain the phenomenon” (Collis & Hussey, 2003, pp. 56-57) or use existing theory. The aim and focus with this approach is “on the quality and depth of data” (Collis & Hussey, 2003, pp. 56-57). With the positivistic paradigm, the emphasis is on using measurement to find out the relationships between facts and causes of the phenomenon. This is “an essential element of the research process under this paradigm” (Collis & Hussey, 2003, p. 57). This approach is useful when there is a need to conduct statistical analysis (Collis & Hussey, 2003, p. 56). A positivistic approach will be used and the researcher will be independent, will not be influenced by the subject of research, and will take “the role of an objective analyst” (Saunders & Lewis & Thornhill, 2000, p. 85). According to Denzin & Lincoln (cited in Silverman 2005), “qualitative investigators think they can get closer to the actor’s perspective through detailed interviewing and observation” (p. 10). With qualitative researchers, the emphasis is on the close relationship between the subject of research and the researcher where the value is in the social reality and the meaning of the social event or phenomenon. However, in comparison, quantitative researchers focus on the measurement and analysis of facts and causes. The qualitative approach relies on the quality and depth of data and does not focus on the “measured (if measured at all) in terms of quantity, amount, intensity, or frequency” (Denzin & Lincoln, 2000, p. 8). In addition, as Waters (2001) explains, the quantitative approach is based on “simplified representations of reality where real features are depicted by symbols” (p. 8). Chosen Method: As mentioned earlier, three types of research are carried out – online and manual data collection using questionnaire surveys and in depth interviews i.e., a methodological triangulation is used. The reason for this multi-method approach is that, “Triangulation can overcome the potential bias and sterility of a single-method approach” (Hussey & Hussey, 1997, p4). Target Respondents: The target audience for this research needs to be carefully chosen as the product deals with alcohol and hence the keeping the legal age limit in mind: a) Residents of Glasgow only: because the company mainly aims at introducing the products in this region alone. b) People above the ages of 19 – 21: Considering the legal age limit for drinking. However it is essential to note that the product can also be targeted to the younger generation as the product contains just flavouring rather than actual alcohol. Also based on the statistics of the number of young drinkers (Scotlandgov, 2010), this will be a hit among people between the ages of 16 upwards. c) Both the genders will be targeted although the drinking habit of male is higher than that of the female population in Scotland (Scotlandgov, 2010). Sample Target and Size: The survey is focussed on Glasgow Consumers. So a random sample representing the adult Glasgow population (aged above 18) will be selected as the target. The survey methods will then be designed to get responses from this sample population. Hence, to get responses from a wider range of audience and to get response from a randomized sample, two research methods were adopted, online and manual. Data Collection Method: Secondary Data: Secondary data refers to information published by others and which is already available (Collis & Hussey, 2003, pp. 53-54). It is also data collected by other people rather than the researcher who is carrying out the study (Sekaran, 2000, p. 255). Secondary data is information available from books, journals and online resources. Secondary data will be gathered from books, journals, and online news, general, and government websites, some of which is referred to in the literature review. However, data collected from the internet will be considered with caution. This data needs to be evaluated based on its author which helps to identify whether the site is trusted or not, as the internet is “an open door to nonsense to appear, and one way of checking on this is knowing about the author” (Berry, 2004, p. 32). Primary Data Collection: Quantitative Data: The use of online survey is one of the several effective methods of data collection. The responses happen to be quick and can be recorded easily. Moreover, it is easy to target a varied range of audience having different tastes and preferences and scattered in different parts of the city. This enables a fair and diversified data collection and makes the sample randomized, which improves the quality of results. Moreover, errors due to manual data entry are also avoided. Over and above the advantages mentioned, here in the study of telecom industry, this method is all the more advantageous since the target population consists of the users of telecom services and products. With the technological advancements coming in, it is even better if techno savvy respondents become a larger part of the survey, since they would give views about the most recent trends in the market and their choices on the same. Hence, results become more realistic and up to date. The method followed for online survey is very simple. The questionnaire is scripted and hosted as a webpage. The link to the website then acts as a handle for the respondents to reach the survey page and record their answers. The same questionnaire will also be used in a printed format for the region. The recipients will be chosen randomly and the responses were obtained. The main aim of this manual data collection process was to include responses from people who do not have much access to the Internet and the above 30 age groups. This will be carried out to compliment the online survey and to increase the reliability of the results. Quantitative Data, i.e. In depth Interviews: There are various ways of performing qualitative research. The method adopted by this research is in-depth interviews. An in-depth interview refers to an open-ended, semi formal, investigation oriented research method, which suits best when the target audience happens to be people in the top rung for e.g. top-level management of the company. Moreover, it is feasible when the target audience is less in number. The in-depth interview is a process that helps in having important insights as one can cross question any response that comes for having further replies and better understanding. Since this is a goal-oriented and open-ended program, the outcomes of these give a vital base to the findings of the study. Moreover, as the name suggests, it gives an in-depth understanding of the key issues Conclusions and Recommendations: In conclusion as has been explained in the report, the research requires to be carried out in three methods, i.e. online surveys, manual surveys and in depth interviews. As a recommendation, it would be suggested to ensure validity and reliability of the results a random audience is chosen and the in depth interviews need to be conducted with a few bakers and confectioners in the city. This will help gain an idea of the taste and choice of the customers. In terms of development of the survey, it is suggested to base the initial questions on the secondary research, following which the screening and simplification of the questions need to be done. Possibly conducting a pilot research will also prove to be very helpful for this research. Bibliography Berry, R. (2004) The Research Project. 5th edn. New York: Routledge Collis, J. & Hussey, R. (2003) Business Research: A practical guide for undergraduate and postgraduate students. 2nd edn. London: Macmillan Press Ltd. Denzin, N. K. & Lincoln, Y. S. (eds.) (2000) Handbook of Qualitative Research, 2nd edn. London: Sage Publications, Inc. Housel, T.J. and Nelson S.K., 2005, ‘Knowledge Valuation analysis: Application for Organizational Intellectual Capital’, Journal of Intellectual Capital, 2005, Vol. 6, Number 4, p544-557 Hussey, J. and Hussey, R., 1997, Business Research: A Practical Guide for Undergraduate and Postgraduate Students, Macmillan, Chippenham Jobber, D., 2004, Principles and Practice of Marketing, 4th Edition, McGraw – Hill, Berkshire Saunders, M., Lweis, P. and Thornhill, A., 2000, Research Methods for Business Students, 2nd Edition, Prentice Hall, London Scotlandgov, 2010, ‘Statistics on alcohol in Scotland’, Accessed on 26th February 2010, Retrieved from http://www.scotland.gov.uk/health/alcoholproblems/docs/paap1-00.asp Sekaran, U. (2000) Research Methods for Business, A Skill-Building Approach. 3rd edn. New York: John Wiley & Sons Inc. Silverman, D. (2005) Doing Qualitative Research. 2nd edn. London: Sage Publications. Waters, D. (2001) 3rd edn, Quantitative Methods for Business, Harlow: Pearson Education Limited. Read More