1.1 Purpose
The purpose of this assessment is to develop students’ skills for designing tools required to collect marketing research data.
1.1.1 Course Learning Outcomes
This assignment addresses Course Learning Outcomes:
1. Design data collection instruments for qualitative and quantitative research; and
2. Use industry software and tools for the collection and analysis of marketing research data;
1.2 Description
In this assignment you will be asked to complete tasks related to the formulation and design of data collection instruments used in marketing research.
1.3 Research Scenario – The Client
Grill’d is an Australian food chain specialising in healthy burgers. Grill’d burgers are 100% natural, made with zero artificial colours, flavours or preservatives. They use the freshest ingredients sourced from local suppliers and choose Australian first. Grill’d offer their ingredient breakdown upfront, give customers full access to ingredients used in Grill’d products, and use quality produce such as beef from grass fed and free range cattle, free range eggs, RSPCA approved chicken, and Australian grown mushrooms. Through their Local Matters program, each Grill’d restaurant donates $500 a month to three local community groups split $300 / $100 / $100, with customers voting for their preferred community group by placing a token, obtained from their Grill’d purchase, into a jar. Despite the success of Grill’d, the food chain has faced a number of controversies over the years, which have damaged the brand’s image and popularity. For example, in 2015 one chain had included an anti-abortion group as one of the local community groups to receive funds from the Local Matters program. In the same year, another franchise was forced by the Fair Work Commission to raise their wages which were found to be below the award rate. Among other controversies, one of the biggest was in 2016 when Grill’d was ordered to take down a series of posters by the Advertising Standards Board which were designed to promote the takeaway chain’s schnitzel range. The ad (pictured below), featured the words “The Good ScHnITzel” with the letters S-H-I-T darkened so they stood out as “The Good SHIT”.1 In 2018 another case was filed against Grill’d for poster advertisements featuring referring to “motherfaker’s”. The Panel noted that some complainants’ concerns that this reference is very similar to an obscenity and that it was objectifying of women.2 Although consistent with Grill’d messaging, and their current claim that “Nothing fake and no BS is our standard”, Grill’d are wondering if they should continue with their edgy marketing, or explore new ways to promote their brand and initiatives. Management of Grill’d would like to conduct research to find out from their customers what they should do in order to promote their brand.
1.4 Problem Definition
After establishing the environmental context of the problem which involved discussion with Grill’d decision makers, interviews with experts, and evaluation of secondary data; the following marketing decision problem and marketing research problem was devised.
Marketing Decision Problem
Should Grill’d produce a new print advertisement for their upcoming marketing campaign and what positioning strategy should be adopted for Grill’d to improve brand image?
Broad Statement
To determine consumer perceptions of the qualities and fit of Grill’d print advertising to consumer preferences and associations with the Grill’d brand.
Specific Components
1. What are the attributes of print advertising for burgers in the market?
2. Which attributes are positively evaluated? Which are negatively evaluated?
3. What are consumer attitudes towards past Grill’d print advertisements?
4. What characteristics of print advertisements are important to consumers?
5. What associations do potential and existing customers have with the Grill’d brand?
6. What alternative positioning strategies for Grill’d are appealing to target consumers?
7. How do consumers compare Grill’d positioning and print advertisements to competing burger chains?
8. What is the demographic and psychological profile of Grill’d customers?
1.5 Exploratory Research
Develop an exploratory approach to explore some of the components of the marketing research problem
◦ Which specific components of the marketing research problem could be addressed using an exploratory research design?
◦ Which exploratory technique (in-depth interviews, focus groups, projective techniques) would be appropriate, and why?
◦ Develop research questions to be answered by your chosen exploratory technique
Conceptualise and create the data collection tool required for the chosen exploratory technique
◦ Conceptualise the required questions and/or stimuli, consistent with your chosen exploratory technique, needed to address your research questions
◦ Create the appropriate tool (e.g. interview guide, moderator’s guide, projective technique stimuli) for your chosen exploratory technique
Determine and justify the recruitment procedures for the chosen exploratory technique
◦ Who will be the participants?
◦ How will participants be recruited?
◦ How many participants?
◦ Incentives for participation?
Explain the implementation procedures for conducting the chosen exploratory technique
◦ Explain how the exploratory technique will be conducted including details of the physical setting, group size, group composition, time duration, recording method,
personnel and resources required (including refreshments), welcome, intro, and warm-up procedures.
1.5.1.2 Conclusive Research
Develop a conclusive approach to address the remaining components of the marketing research problem
◦ Which specific components of the marketing research problem could be addressed using a descriptive or causal research design?
◦ Which conclusive technique (survey, observation, experiments) would be appropriate, and why?
◦ Develop research questions/hypotheses to be answered by your chosen conclusive technique
Conceptualise and create the data collection tool required for the chosen conclusive technique
◦ Conceptualise the required questions and/or stimuli, consistent with your chosen conclusive technique, needed to address your research questions/hypotheses
◦ Design the appropriate tool (e.g. survey, observation guide, experimental stimuli and survey) for your chosen conclusive technique
o Use academic literature to inform the inclusion of two components of your chosen tool
◦ As the research is to be conducted during the COVID-19 pandemic, use QuestionPro to create the tool for your chosenconclusive technique
Create and justify an appropriate sampling plan
◦ Define the target population
◦ Determine the sampling frame
◦ Select and justify the appropriate non-probability or probability sampling technique
◦ Determine sample size
◦ Determine recruitment procedures
Explain the implementation procedures for conducting the chosen conclusive technique
◦ Explain the fieldwork considerations for conducting the online research relative to your chosen conclusive technique
