Shoppers' Conduct towards Cereal and Snack Products of Kelloggs in Australia - Research Proposal Example

Marketing The following paper is about a research report commissioned by Kellogg. The report indicates what type of research is needed, whether qualitative or quantitative. The method used to collect data, participants in the research, the sample size, and the method used in the selection. It also shows how recommended research method and/or sample size would change if in case there was a present research finding. Executive summary The research proposal purposes to investigate the measure of shoppers’ attitudes and behavior towards cereal and snack products of Kellogg’s in Australia. Kellogg commissioned this brief research. Although past researches have been investigated in this field, there have been no clear results that have been provided to show exactly how customers feel about the product. The mode of data collection method will be the use of interviews, case studies and focus groups from a sample size of 500 people who are chosen randomly among the shoppers who come to the retail and wholesale shops where the products are supplied. The proposal also addresses ways of meeting ethical requirements of study such as privacy and informed consent of the respondents. This proposal thus seeks to provide additional knowledge about the attitudes and behavior of shoppers towards Kellogg’s products. Through the research, the cereal and snack making organizations will be able to make relevant decisions according to their products regarding consumer tastes and preferences (Grix, 2004, p. 74). The research findings are presented to the board of directors of the organization. Introduction Aims and objectives The key inquiry of the research project is what are the shoppers’ attitudes and behavior towards Kellogg’s cereal and snack products in Australia. The main aim of this research is to collect primary data from the field and analyze. These aides in concluding whether Kellogg’s cereal and snack products are favorable and enjoyed among Australian shoppers. The main objective is to make a valid conclusion informed by credible research through the use of an appropriate research method. Specific objective • To investigate shopper’s attitudes and behaviors. • To analyze the popularity, of Kellogg’s cereal and snack products. • Find if the quality of Kellogg’s cereal and snack products match consumers expectations. Literature review In today’s society, most customers have changed their tastes and preferences regarding the products. Increased competition in the market has forced many industries or organizations to undertake marketing research. So as, to obtain information in which they will use to make well-informed decisions, to maximize efficiency in productions, and to minimize the risks that come along while producing products. Kellogg’s Company has embarked in producing quality products by monitoring and controlling its production processes. Feedback is also extremely crucial to them as it is here that they know whether they are still on track or not (Kellogg's Australia and New Zealand - Home). The company advocates for marketing research regularly to obtain new information about the market. It is this reason that led to the commission of the research. Other scholars say that market research allow individuals such as governments, customers, suppliers and companies to voice their issues and be heard (Burns and Ronald, 2000). Design and methodology Research has revealed that in order to apply an appropriate research design, the researcher should generally consider the following: one is the question to be studied, the relevant data available, type of collected data, and the methods used to analyze such data (Ader et al. 2008). Depending on the nature of the research question and the method of collecting data together with the sample size, qualitative method will be used. This method was chosen because we want to study people preference and tastes by analyzing their attitudes and behaviors concerning products. Although, this method is based on a small sample size number, it provides adequate and relevant insights and understanding concerning problems that might be associated with the research question. Qualitative research is commonly used to assess whether a product is popular with people or not. In this case, it is very applicable in identifying the popularity of cereal and snacks. Another reason as to the use of this type of method is because it will generate possible ideas and leads which can be used in formulating hypothesis, which is both realistic and testable (Corbin and Anselm, 2008). We shall be able to identify the core cause of the different attitudes and behaviors that are exhibited by different shoppers. The hypothesis developed can be tested and analyzed by the board of directors. Quantitative research is not an appropriate, applicable method as its main objective is to quantify information or data and generalize results obtained from the sample of the population. In addition, quantitative method is most suitable in a large sample size, which is not the same case in this research. The techniques used in this method are structured. For example, questionnaires and telephone interviews. However, we shall use unstructured techniques because qualitative research is an unstructured explanatory method. Data collection This type of research will use the primary method of collecting data. Since we shall use qualitative research method, the appropriate technique to use with this method would be in-depth interviews, surveys, individual case studies and focused groups/ group discussions tool so as to obtain data (Johnson and Christensen, 2012, p. 74). First of all in depth interviews will be done to 70 participants. These participants will be made up of shoppers who will purchase the Kellogg’s products, those who will purchase Kellogg’s substitute products and also store or shop owners. The in depth interview will be performed face to face, interview method by trained and qualified researchers (Johnson and Christensen, 2012, p. 75). These interviews will be done after the researchers have respondents’ informed consent, and they have explained the purpose of the research. Interviews will be recorded on tape for reference purposes (Johnson and Christensen, 2012, p. 76). In depth interviews is used to enable the researcher to uncover the underlying feelings, attitudes, beliefs and motives of the respondent towards the product (Aaker, 2007, p. 56). Among the questions that will be asked are; has the respondent ever bought the product before, how often they consume it, what they think about the product, does the product satisfy their needs, what would they like to see change in the products, why they prefer products substitutes among others. By using the interviews, researchers will be able to get in depth information. They can see how the respondent behaves in terms of their attitudes (Aaker, 2007, p. 57). Their perception is also revealed, and this format is flexible as it allows for changes. Surveys will be carried out in different retail and wholesale shops across Australia. By observing the number of shoppers who come to buy the products and the frequency and quantity at which the product is bought (Burns., Bush and Solomon, 2000, p. 112). Researchers will be able to recognize if the product is popular by the amount of sales (Burns., Bush and Solomon, 2000, p. 114). Consequently, compare the products sales with the sale of other competitive substitutes in order to gauge it (Burns., Bush and Solomon, 2000, p. 115). Focused group methodology will be done to the general public since the products have been advertised enormously and are known to many. Researchers will go around identifying a group of people for example, in the streets asking for their various opinions and their contribution towards the topic (Strauss and Corbin, 1990, p. 264). Focused group technique can also be used in organizations where there are various types of people for example, in a salon or a school or college. These are effective places for researchers to obtain information as there are different groups found here which will provide different insights and contributions towards the topic. Lastly it is advisable to the researchers to use the individual case studies. This can be done by giving some of the respondents the products in this case we can give them snacks for free and ask them to appraise the quality of the product. The information obtained from the different individuals concerning the product will be used in the research. Researchers will be able to identify customer’s attitude towards the products since they may like and buy or may not like and not buy (Creswell and Creswell, 2009, p. 123). Scope of study The study will be performed in different parts and locations of Australia. Mostly it will focus around shops and stores that sell products. Also, organization and enterprises where focus group method is to be carried out is included in the research. The target respondents will be different demographic persons (Corbin and Strauss, 2008, p. 164). We shall consider people of different ages, gender and different races. Mostly, the target will be shoppers and potential customers, and we shall get them from the stores, the enterprises and the streets of Australia. Since the method, of research being used is the qualitative research method, the number of sample size will be 500. This number is limited compared to the population but is appropriate for this research. Factors that are considered while sampling include the cost that will be incurred, the confidence level, the variability of the results and the number of researchers available. The method of selecting the sample is the simple random method. This is where the respondents are randomly selected for the study with no structured method to follow. The choice for this method is that it is easy to administer, cost effective and saves a lot of time contrasted to other types of sampling methods. The inclusive randomly selected sample will also strengthen the validity of the results findings and offer a wider response (Nestor and Russell, 2012, p. 177). From the findings of the results, researchers should be able to disclose all the data that they have gathered and recommend the board of directors of the company on the appropriate measures that need to be taken. If the Board of Directors changes the presentation of the research to two weeks, the sample size would be reduced. Even though, the method of research will still be the same, the techniques used would be reduced. There would be reduced number of in depth interview, surveys would not be done, but focus group would still be implemented where as the number of case studies would be increased. Reference List Aaker, D. A., 2007. Marketing research. 2nd Pacific Rim ed. Milton, Qld.: John Wiley & Sons Australia. Ader, H., 2008. Advising on research methods: proceedings of the 2007 KNAW Colloquium, Amsterdam, March 28-30, 2007. Huizen: Johannes van Kessel Publishing. Burns, A. C., Bush, R. F. and Solomon, M. R., 2000. Market information and consumer analysis. Boston, MA: Pearson Custom Pub. Corbin, J. M. and Strauss, A. L., 2008. Basics of qualitative research: techniques and procedures for developing grounded theory. 3rd ed. Los Angeles, Calif.: Sage Publications. Creswell, J. W. and Creswell, J. W., 2009. Research design: qualitative, quantitative, and mixed methods approaches. 3rd ed. Los Angeles, Sage. Grix, J., 2004. The Foundations of Research. New York: Palgrave Macmillan. Johnson, B. and Christensen, L. B., 2012. Educational research: quantitative, qualitative, and mixed approaches. 4th ed. Thousand Oaks, Calif.: SAGE Publications. Nestor, P. and Schutt, R. K., 2012. Research methods in psychology: investigating human behavior. Los Angeles, CA: SAGE Publications. Strauss, A. L. and Corbin, J. M., 1990. Basics of qualitative research: grounded theory procedures and techniques. Newbury Park, Calif.: Sage Publications. Welcome to Kellogg's Australia and New Zealand - Commitment to Quality. Welcome to Kellogg's Australia and New Zealand – Home. [Online] Available at: http://www.kelloggs.com.au/Home/Company/StudyCentre/CommitmenttoQuality/tabid/2 55/Default.aspx [Accessed 17 May 2012]. Read More