Use of the Sampling Techniques - Research Proposal Example

Market Research Proposal Table of Contents The Proposal: Objectives 3 2. The Proposal: Data Collection Methodology 4 Primary Research 4 Secondary Research 5 3. The Proposal: Sampling Plan 6 Selection of Sample Population and Size 6 Use of the Sampling Techniques 7 4. Issues for Discussion 8 5. The Proposal: Data Analysis 9 6. References 12 7. Appendix 17 Draft Questionnaire 17 Final Questionnaire 19 1. The Proposal: Objectives Attainment of customer satisfaction has always been a vital aspect for the business corporations, as this ensures in gaining superior competitive advantage and confirming long-term sustainability (Chaturvedi, n.d.). However, the practicality associated with this aspect turns out to be much more complex. This is mainly due to the reason that different customers project distinct levels of perception and expectation from the products purchase by them. As a matter of fact, it becomes highly complex for the producers to encapsulate every necessary criterion within a single product. This necessity also entails multiple other concepts of marketing that encompasses the techniques based on which the factors related to customer dissatisfaction are identified and apprehended in an effective manner (Pearson Education, Inc., 2010). In relation to the above context, the proposal will be mainly designed for gathering the viewpoints of the customers in determining their satisfaction level towards the purchase made in relation to the selected product of ‘Cornish pasty’. In this proposal, multiple outcomes that project the emergence of customer complaints concerning the above product from domestic as well as international levels will also be evaluated. If seen from a logical perspective, it can be stated that the rise within the compliant levels amid the customers towards the selected product might impose greater level of threat to the business process of the company involved in manufacturing the product in the business markets of the UK (Cornish Pasty Association, 2015). Thus, with this concern, an attempt has been made to explore the reasons as to why there has been an increase in the percentage of complaints associated with this specific food product and also determine the nature of the customers’ complaints. Considering the above stated aspects, the proposal will also lay utmost focus on accumulating customers’ feedback relating to taste, quality, price and design of the product. From a theoretical perspective, it can be affirmed that the decrease within the interest levels of the customers eventually minimises the scope of developing multiple other products of similar category and also the revenue attainment opportunity. Rest apart, another credential objective of preparing this proposal is to focus upon collecting credential information regarding the potential changes that the customers intend to see within this product. Further part of the proposal will mainly encompass preparing two specific types of questionnaires. This is mainly because of accumulating the feedbacks of the customers, based on which their complaints towards the selected product can be determined and likewise necessary improvements can also be made in this context. Attainment of considerable information from reviewing varied secondary data sources in relation to the provided context also forms a part of the research objective. 2. The Proposal: Data Collection Methodology By taking into concern the background of the subject matter based on which the proposal will be framed, a qualitative approach of research methodology will be undertaken with due focus on conducting primary and secondary researches. A comprehensive idea about how the study will be conducted in terms of research methodology has been provided below. Primary Research With regards to the conduct of primary research in order to gather primary data for the study, a survey questionnaire will be mainly conducted for attaining customers’ feedbacks about various significant aspects. These aspects mainly comprise the nature of the complaints make by the customers, their specific reasons towards making such complaints and determining the changes that the purchasers would like to see made in the selected product i.e. ‘Cornish pasty’. Certain questions will be mainly framed for acquiring a brief idea about the reasons of dissatisfaction within the customers concerning the product. For instance, each of the customers will be questioned about the elements for which that they dislike the product in the form of making complaints. Apart from these, the structured questionnaire will also include multiple open-ended questions through which the company involved in the manufacturing of ‘Cornish pasty’ can obtain specific level of customer feedbacks. Appropriate evaluation of these feedbacks will certainly acquaint the company with the knowledge of making possible modifications that they need to bring within the product for raising satisfaction level of its customers (Barrie, n.d.). Specially mentioning, the questions contained in the questionnaire will be elaborated to the respondents prior to filling up their responses. In this manner, they will attain a better understanding of the questions that are being asked relating to the study. Moreover, along with this, the specificity associated with the responses provided by the respondents will also increase in a gradual manner (Bridge, 2013). Secondary Research The secondary research in relation to the proposed research study will be mainly conducted through the analysis and review of theoretical along with textual resources including online journals, web contents, news reviews and eBooks among others (Jones, n.d.). The qualitative technique of the secondary research will also encompass the analysis of multiple marketing and customer management theories that are aimed towards increasing the precision factor associated with the research (East Devon New Community – Cranbrook, 2008). Rest apart, adherence to the ethicality guidelines will be ensured within both the primary and the secondary research technique for preventing all forms of complications that are ought to emerge while performing the research. For instance, each of the sample respondents will be informed regarding the motive of conducting this research along with the ways through which their credential feedback will help the company in making suitable modifications within the ‘Cornish pasty’ product. Likewise, specific permission will also be attained from the company involved in manufacturing the product while accessing its functional data related to sales and profitability (Meade, 2011). 3. The Proposal: Sampling Plan Since the entire research will focus on conducting primary along with secondary researches with paying utmost attention of qualitative approach, two specific sampling techniques will be utilised while selecting the respondents. Moreover, specific level of focus will also be provided upon deciding the total count of sample population. The sampling plan for this proposed study can be better understood from the below discussed attributes. Selection of Sample Population and Size Sampling size generally refers to a specific count of respondents who are selected for conducting a research (Driscoll & Brizee, n.d.). The proposed research study is mainly dealt with gathering customers’ viewpoints on determining their satisfaction level with their purchase of a specific product i.e. ‘Cornish pasty’. As a matter of fact, the customers favouring this product can be categorised based on the domestic as well as the international business markets of the UK. Taking this aspect into concern, a total count of 100 respondents will be selected as the necessary sample population. Within this selected sample count, two specific groups will be created and subjected to two different sampling techniques with the prime intention of increasing the precision factor associated with the proposed research. In this regard, within one group, a count of 50 respondents will be selected who belong to the UK, whereas, the other group will comprise of remaining 50 participants who are not the local inhabitants of the nation. The details regarding the use of sampling techniques in the proposed study have been depicted hereunder (National Centre for Biotechnology Information, 2014). Use of the Sampling Techniques Sampling techniques imply selecting specific count of respondents with the motive of acquiring their feedbacks within a research (Curtis, n.d.). The prime reason behind subjecting the first group of the respondents i.e. 50 customers of the UK to “availability sampling technique” is mainly due to the availability of the responses from such participants about the product of ‘Cornish pasty’ (BBC Worldwide Ltd., 2014). Apart from this, the reason behind selecting this technique is that the local inhabitants of the UK will be having more idea about the product along with the elements that resulted in declining its demand within the domestic markets of the nation. Moreover, the feedbacks that can be attained from the local inhabitants regarding necessary developments within the product will be far more specific in comparison with that of the responses attained from the customers outside the UK (Driscoll & Brizee, n.d.) Stratified Random Sampling Technique This sampling technique entails proper section of sample population depending on segmentation aspect (The Marketing Directors, 2013). Thus, through the help of this sampling technique, only those foreign customers will be selected who possess a sound knowledge about the ‘Cornish pasty’ regarding its usage along with the possible reasons for its demand downfall (Rhodes, 2014). 4. Issues for Discussion Specific issues are ought to occur within every research irrespective of the undertaken precautionary measures (SPSS On-Line Training Workshop, n.d.). Irrespective of the credibility aspect, the proposed research relating to gather customer views on their satisfaction level with their purchase towards the ‘Cornish pasty’ product is ought to face multiple obligations that might result in projecting inappropriate results. For instance, the research might face considerable amount of obligation associated with the respondent population sampling, as a result of which, certain percentile errors might occur within the analysis section. Irrespective of these, the respondents might hesitate in providing appropriate responses against all the structured questions that will be asked to them (Education Portal, 2015). Possible chances of issues related to ethical compliance might also emerge out of a sudden and hamper the overall credibility associated with the proposed research. Specific levels of complications are also ought to occur while conducting the survey questionnaire for gathering relevant data (Pearson, 2015). For instance, certain structured questions contained in the questionnaire might not impart appropriate meaning to the respondents, as a matter of which, the respondents may provide inappropriate feedbacks and thus jeopardise the overall accuracy of the research work. However, minimal chances of error occurrence might exist within the close-ended questions. Furthermore, another issue associated with this proposed research may also include inappropriate structuring of the research objectives. For instance, issues about understanding the language of the questions framed in the questionnaire may also hamper the credibility and actual meaning of the research work. Apart from these, multiple other issues might also emerge that can jeopardise the systematic accumulation of responses provided by the chosen respondents. In order to mitigate such issues, the individuals who will be provided with the responsibility of collecting the primary data should follow a proper sequence of questionnaire distribution procedure (Kawulich, n.d.). Irrespective of the primary issues, multiple other research challenges might also pose difficulty while conducting secondary research (Alderson, n.d.). For instance, the previously recorded data of the product by the brand might turn out to be faulty (SAS Institute Inc., 2015). It is worth mentioning that the proposed research may focus upon the existence of other similar kind of food products, which that might be duly considered as a potential reason behind the fall in demand of the ‘Cornish pasty’ product. Thus, attainment of specific levels of permission from other organisations regarding the access to its product information might also turn out to be difficult (CAMO Software AS, 2015). Considering all these aspects, it is worth mentioning that the research will take into concern the aforesaid issues with the motive of accomplishing the perceived research objectives in an effective manner. 5. The Proposal: Data Analysis Data analysis illustrates the evaluations of facts that have been collected through the primarily and secondarily conducted research work (Myers, 2004). Irrespective of the other functional sections, the data analysis segment holds highest credibility for any research study (Unger, 2014). With this concern, in relation to the proposed research study, it can be inferred that appropriate analysis of the collected primary as well as secondary data will certainly support in recognising the factors that resulted in bringing down the demand levels of the ‘Cornish pasty’ product and raising customers’ complaints (Fisher, 2009). Moreover, the outputs that will be attained from this section will encompass the possible techniques through which the customer complaints associated with the product can be resolved to the minimal possible levels (University of Washington Professional & Continuing Education, 2015). Further evaluation of the collected data within this section will also encompass the determination of domestic and international customers who are buying this product i.e. ‘Cornish pasty’ as a souvenir of their visit to the nation wherein it gets produced. In addition, the data analysis section in relation to this proposed research study can also be witnessed in understanding the possible modifications that the domestic and international purchasers desire to see changes made to the product that will eventually help in decreasing the customers’ complaints (Euromonitor, 2015). In relation to the above context, the data analysis section will also comprise tabular representation of the collected data for preserving higher levels of transparency within the obtained responses (Jenson, 2013). The data attained from both the primary and secondary research will be tallied against each other in a subsequent manner for finding the possible levels of outcome deviation within the previously recorded results and the presently accumulated feedbacks (MarketingProfs LLC, 2015). Potential outcomes that will be attained from the data analysis section will also be utilised for structuring appropriate recommendations in alignment with the provided context. Furthermore, utility of the data analysis outcomes might also acquaint the company involved in the manufacturing of ‘Cornish pasty’ product with the scope of expanding into multiple other dimensions. For instance, considering the acceptability level of the product, the company can also implement the different concepts of marketing mix for meeting the expectation level of the domestic as well as international customers and likewise determining their satisfaction level. This might subsequently result in raising product demand as well as market reputation by a considerable level (Trochim, 2006). 6. References Alderson, P., No Date. On Doing, Qualitative Research Linked To Ethical Healthcare. Introduction, pp.1-40. Barrie, J., No Date. Cornish Pasty Sales Are At £300m A Year In Britain And Rising. News. [Online] Available at: http://www.independent.co.uk/life-style/food-and-drink/features/cornish-pasty-sales-are-at-300m-a-year-in-britain-and-rising-9219995.html [Accessed January 3, 2015]. BBC Worldwide Ltd., 2014. Perfect Pasties. Recipes. [Online] Available at: http://www.bbcgoodfood.com/recipes/7776/cornish-pasties [Accessed January 3, 2015]. Bridge, S., 2013. Tax On Hot Takeaway Food Cools Sales At West Cornwall Pasty. Money Home. [Online] Available at: http://www.thisismoney.co.uk/money/markets/article-2516167/West-Cornwall-Pasty-blames-pasty-tax-lower-sales.html [Accessed January 3, 2015]. CAMO Software AS, 2015. Multivariate Data Analysis. Home. [Online] Available at: http://www.camo.com/multivariate_analysis.html [Accessed January 3, 2015]. Chaturvedi, K., No Date. Sampling Methods. Important Components of Empirical Research. [Online] Available at: www.pitt.edu/~super7/43011-44001/43911.ppt [Accessed January 3, 2015]. Cornish Pasty Association, 2015. What Is A Genuine Cornish Pasty? Home. [Online] Available at: http://www.cornishpastyassociation.co.uk/what-is-a-genuine-cornish-pasty/ [Accessed January 3, 2015]. Curtis, K. R., No Date. Conducting Market Research Using Primary Data. Department of Resource Economics, University of Nevada, Reno, pp. 1-10. Driscoll, D. L. & Brizee, A., No Date. Welcome to the Purdue OWL. What is Primary Research and how do I get started? [Online] Available at: https://owl.english.purdue.edu/owl/owlprint/559/ [Accessed January 3, 2015]. East Devon New Community – Cranbrook, 2008. Employment and Retail Strategy. Introduction, pp.1-34. Education Portal, 2015. Primary vs. Secondary Research: Difference & Importance. Plans. [Online] Available at: http://education-portal.com/academy/lesson/primary-vs-secondary-research.html [Accessed January 3, 2015]. Euromonitor, 2015. Bakery Products Market Research. Countries. [Online] Available at: http://www.euromonitor.com/bakery [Accessed January 3, 2015]. Fisher, S., 2009. Three Marketing Plan Types – Part 2 of the 2009 Marketing Plan Series. Home. [Online] Available at: https://www.networksolutions.com/blog/2009/03/three-marketing-plan-types-part-2-of-the-2009-marketing-plan-series/ [Accessed January 3, 2015]. Jenson, N., 2013. The 8 Great Challenges Every Business Faces (And How To Master Them All). New Posts. [Online] Available at: http://www.forbes.com/sites/cherylsnappconner/2013/03/04/the-8-great-challenges-every-business-faces-and-how-to-master-them-all/ [Accessed January 3, 2015]. Jones, K., No Date. Ethical Considerations in Quantitative Research in Education. A Regrettable Oversight or a Significant Omission? pp. 147-161. Kawulich, B. B., No Date. Data Analysis Techniques in Qualitative Research. State University of West Georgia, pp. 96-113. MarketingProfs LLC, 2015. What Marketers Do: Their Tactics, Tools, Challenges, and Campaigns [Infographic]. Topics. [Online] Available at: http://www.marketingprofs.com/chirp/2013/12184/marketers-tactics-tools-challenges-campaigns-infographic [Accessed January 3, 2015]. Meade, G., 2011. Cornish Pasties Join Protected List. News. [Online] Available at: http://www.independent.co.uk/life-style/food-and-drink/news/cornish-pasties-join-protected-list-2326250.html [Accessed January 3, 2015]. Myers, M. D., 2004. Qualitative Research in Information Systems. Introduction. [Online] Available at: http://www.misq.org/skin/frontend/default/misq/MISQD_isworld/index.html [Accessed January 3, 2015]. National Center for Biotechnology Information, 2014. Making Use of Qualitative Research Techniques. Resources. [Online] Available at: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1496926/ [Accessed January 3, 2015]. Workshop Pearson Education, Inc., 2010. Research Problems, Variables, and Objectives & Outline. Home. [Online] Available at: http://wps.ablongman.com/ab_mcmillan_edresearch_4/16/4150/1062474.cw/ [Accessed January 3, 2015]. Pearson, L., 2015. Bakery and Pastry Industry Market Research & Statistics. Home. [Online] Available at: http://www.reportlinker.com/ [Accessed January 3, 2015]. PRIVACY Rhodes, J., 2014. On Methods: What’s the difference between qualitative and quantitative approaches? Home. [Online] Available at: http://chronicle.umbmentoring.org/on-methods-whats-the-difference-between-qualitative-and-quantitative-approaches/ [Accessed January 3, 2015]. SAS Institute Inc., 2015. Basic Concepts in Research and Data Analysis. Introduction: A Common Language for Researchers, pp. 1-26. SPSS On-Line Training Workshop, No Date. Data Types and Possible Analysis Techniques. Home. [Online] Available at: http://calcnet.mth.cmich.edu/org/spss/datatype.htm [Accessed January 3, 2015]. TERMS The Bakery Network, No Date. How to Market Your Bakery. Home. [Online] Available at: http://www.thebakerynetwork.com/how-market-your-bakery [Accessed January 3, 2015]. The Marketing Directors, 2013. Market Research Methods To Answer All Your Questions And Tell The Full Story. Our Research Methods Are Designed To Help You Get and Stay ahead, pp.1-24. Trochim, W. M. K., 2006. Qualitative Measures. Home. [Online] Available at: http://www.socialresearchmethods.net/kb/qual.php [Accessed January 3, 2015]. Unger, S., 2014. Ten Marketing Challenges that Can Make or Break Your Business. Featured. [Online] Available at: http://www.pragmaticmarketing.com/resources/ten-marketing-challenges-that-can-make-or-break-your-business [Accessed January 3, 2015]. University Of Washington Professional & Continuing Education, 2015. Methods for Data Analysis. All Programs. [Online] Available at: http://www.pce.uw.edu/courses/data-analysis-methods.html [Accessed January 3, 2015]. 7. Appendix Draft Questionnaire General Details: Date _ _/_ _/_ _ _ _ Name _____________________________________ Age ______________________________________ Contact No ______________________________________ Sex Male Female Residential Address ______________________________________ Nationality _____________________________________ Questions: 1. Mark your preference about Cornish pasty. N/A Low Average High Very High 2. How often you buy Cornish pasty? 3. Why do you think the demand of Cornish pasty is going down? ____________________________________________ ____________________________________________ 4. Describe your perception regarding the ingredients of Cornish pasty. 5. Do you think that the Cornish pasty will be well renowned outside the UK? Yes No Maybe 6. What is your perception regarding the price rate of Cornish pasty? Appropriate Maybe Not Appropriate 7. What possible changes do you think should be brought within Cornish pasty? 8. Do you think that the production of Cornish pasty should be stopped? Final Questionnaire General Details: Date _ _/_ _/_ _ _ _ Name: _____________________________________ Age: ______________________________________ Contact No.: ______________________________________ Sex: Male Female Residential Address: ______________________________________ Nationality: _____________________________________ Questions: 1. Mark your preference about Cornish pasty. N/A Low Average High Very High 2. How often you buy this Cornish pasty? Everyday Weekly Monthly Yearly Never 3. Why do you think the demand of Cornish pasty is going down? ____________________________________________ ____________________________________________ 4. Describe your perception regarding the ingredients of Cornish pasty. _____________________________________________ _____________________________________________ _____________________________________________ 5. Do you think that the product Cornish pasty will be well renowned outside the UK? Yes No Maybe 6. What is your perception regarding the price rate of Cornish pasty? Appropriate Maybe Not Appropriate 7. What possible changes do you think should be brought within Cornish pasty? ____________________________________________ ____________________________________________ ____________________________________________ 8. Do you think that the production of Cornish pasty should be stopped? Yes No May Be 9. What is your opinion regarding the developmental scope of Cornish pasty within the UK, if modified? 10. What should be the expected price of Cornish pasty after making suitable changes within its ingredients and flavour? Read More

 

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