The paper “ Developing Strategies Based on Which Kellogs Will Ensure Efficiency and Growth in the Business" is an affecting example of a research proposal on marketing. Kellogs which performs in the cereal and snack industry is looking towards identifying the shopper's attitude and behavior towards their cereal and snack and is looking towards conducting research so that valuable information regarding the manner the customers conceive the brand can be determined. Further, Kellogs through this process wants to determine the factors which have an influence on their buying habits and is looking towards ensuring that the business is able to make the required changes so that the business is able to prosper.
This report thereby looks to present the type of research that Kellogs needs to look into along with the target respondents, time frame, the method of collecting information and other information which will help Kellogs to understand the consumer perception towards the brand. Type of ResearchKellogs has an opportunity to look towards qualitative and quantitative research while looking to find out the attitude of the customers towards the brand.
Before deciding the type of research that the business looks to conduct it is important to understand what each method means. “ Qualitative research is understanding the human behavior and looking for reasons which will help to find why certain things happen” (Luntz 2010). Quantitative research, on the other hand, looks into “ statistical information and draws findings based on those” (Luntz 2010). Thus, there are underlying differences in the manner in which the business looks towards identifying the method they are going to use so that the best possible result can be achieved. This helps to underline the difference as the fact that qualitative research looks towards the conclusive part and then tries to find the underlying variables that are affecting them.
This helps businesses to understand the different aspects of the business which has relevance to the customer attitude. Quantitative research is further defined as a mechanism through which exploratory data is explored to find conclusive evidence so that the manner in which the underlying variables act can be found out (Wee, 2001). This thereby makes it important that the business looks towards identifying the type of research that will provide them the maximum advantage. Kellogs while looking to determine the manner in factors which have an effect on the customer’ s attitude and behavior towards their cereal and snacks need to look towards understanding the underlying variables that have an impact on the customer attitude.
Since the final result is known and the company knows that different factors have an influence on customers in a different way so identifying the variables which have an impact on their perception is a priority (Day, 2005). Kellogs on the mechanism and requirement should look towards conducting qualitative research which will look towards identifying the underlying variables that have an effect on the consumer attitude and behavior towards the cereal and product.
This has been backed by a study which states that quantitative research is losing relevance to qualitative research as finding the variables which have an effect on buyer’ s perception and using different sampling methods through focus groups and questionnaire has increased the manner reach and relevance of data that is gathered (Frank, 2008). Thus, Kellogs should look towards using qualitative research so that the underlying variables which have an effect on consumer behavior can be easily identified.