BBA221 MARKETING RESEARCH Task brief & rubrics
Nick Thomas, CEO of Good Foods S.A, has hired PBC Research to perform a survey. For that reason, he has sent to PBC the following Marketing Research Brief.
Marketing Research Brief
a. Background information
Good Foods company is ready to produce a range of food products towards wellness and most specifically a range of plant-based meat products. Prior to the
launch there is a need to understand consumers’ attitudes and perceptions towards plant-based meat products as well as consumers’ intention to purchase
b. Marketing objectives
• Understand consumers’ perceptions towards the category • Estimate market penetration of the category • Estimate purchase intention • Identify competition c. Research objectives/questions
The research objectives include the following:
• What are consumers’ attitudes towards:
a. plant-based meat products b. meat products in the context of wellness c. wellness food products • What are consumer preferences and intentions for various types of plant-based meat products?
a. Burgers b. Minced meat c. Sausages d. Nuggets e. Tuna • Do attitudes related to plant-based meat products vary by market segment.
Following the above Marketing Research Brief, and as research executive for PBC Research you need to answer the following questions:
1. Suggest the appropriate research design
a. Define the information needed
b. Decide whether the overall design is to be exploratory, descriptive or causal
2. Suggest the appropriate sample
a. Specify the qualitative and/or quantitative sampling process and sample size
b. Who is going to be eligible to participate to the study
c. Define the relevant sample
3. Data collection form
a. Construct an appropriate form for data collection e.g. questionnaire or discussion guide
• Wordcount:2000-2500 words
• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
• Font: Arial 12,5 pts.
• Text alignment: Justified.
• The in-text References and the Bibliography have to be in Harvard’s citation style.
• Individual task
• Document (uploaded in pdf format)
Submission: Week 8 – Via Moodle (Turnitin), 20th September 23:59
Weight: This task is a 60% of your total grade for this subject.
It assesses the following learning outcomes:
• Outcome 1: design the marketing research questions for questionnaires;
• Outcome 2: identify the sampling methods and procedures and determine the sampling sizes
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69
Knowledge & Understanding
Student demonstrates excellent understanding of the relevant theoretical framework in an entirely appropriate manner.
Student demonstrates good understanding of the relevant theoretical framework
Student understands the task and provides minimum understanding of the relevant theoretical framework
Student understands the task and attempts to answer the question but there is no evidence of understanding of the relevant theoretical framework
Application (30%) Student applies fully relevant knowledge and methods from the topics delivered in class.
Student applies mostly relevant knowledge and methods from the topics delivered in class.
Student applies some relevant knowledge and methods from the topics delivered in class with some minor mistakes
Student applies little relevant knowledge and methods from the topics delivered in class. There are mistakes and/or misunderstandings.
Critical Thinking (30%)
Student critically assesses in excellent ways, analyzing and synthesizing information providing support by relevant references
Student critically assesses in good ways, analyzing and synthesizing information providing support by relevant references in most cases
Student provides some insights, but analysis and synthesis of information is incomplete and support by relevant references is limited
Student makes little or none critical thinking insights, but analysis and synthesis of information is limited with no support by relevant references is limited
Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck
Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck
Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.
Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.