BSBMKG506

BSBMKG506
Task 3
Research Plan Instruction
● Reasons:
The concept of nursery-café is good, however, the total business net profit has
dropped steadily over the last two years, although gross revenue remains
acceptable. We are at a loss to identify what has gone wrong and want to
address this struggling situation as soon as possible. Maybe our products can not
meet customers’ needs, or our food is not good enough. So we plan to do a
market research to find out the underlying possible reasons.
● Physical, human and financial resources:

We need one more part-time staff to assist on this market research and one meeting
room to conduct the interviews and focus groups. And so, financial resource
below is imperative.
Items Estimated cost
Research design $500
Questionnaires design $600
In-depth interview $20 per respondents, size=15, $300 in total
Focus group $20 per respondents, size=18, $360 in total
Quantitative research $5 per respondent, size=100, $500 in total
Data processing and analyzing $600
Report writing $500
Presentation $100
Extra staff $150 per day, about 10 days, $1500 in total
Devices fee $500
Venue fee(owner’s office) $0
Other material fee $500
Total $5,960
● Research timeline:
The whole project will last about 2 months starting from 5, Jan.
Tasks Wee Wee Week Week Wee Wee Wee Wee
k1 k2 3 4 k5 k6 k7 k8
Research
design
Questionnaires
design
In-depth
interview
Focus group
Quantitative
research
Data
processing and
analyzing
Report writing
Presentation
The business is located in a main road, opposite a small suburban shopping

center that includes a supermarket, department store, café and 12 specialty
shops.
Research Methodologies
● Why market research
On one hand, market research can help business owner to figure out the
possible reasons of dropping net profit. And also, we can better understand our
consumers, market and competitors. On the basis of this, we could get some
ideas about solving problems and new market opportunities.
● Sample choosing
As our products are garden supplies and food in café, almost everyone is our
potential customers. And the living places of our customers are usually within
5km of our store. We decide to choose sample respondents from the people
who have bought products or ate in our café. In order to make it more accurate,
we choose random sampling. But we should have appropriate mix of samples
according to their demographics and psychographics when we choose samples.
Below are the requirements of samples quota according to information of our
current customers:
Gender Male Female
Samples 40% 60%

proportion
Household / year $50,000- $100,000-$150,000 $150,000+

$100,000
Samples 25% 50% 25%

proportion
● Instruments designing
o Mixed surveys
Methodologies Sample size
in-depth interview 20
focus group 3(6 respondents per group)
questionnaire survey 100
a) in-depth interview:
A qualitative data collection method, in-depth interviews offer the
opportunity to capture rich, descriptive data about people’s
behaviours, attitudes and perceptions.
b) focus group:
A focus group is an interview, conducted by a trained moderator among a
small group of respondents. Respondents are free to give views
from any aspect like perceptions, opinions and attitudes towards
products, service and concept. During this process, the researcher
either takes notes or records the vital points he or she is getting
from the group. Compared to in-depth interview, we can have the
overall research result in a group. And respondents are motivated
and inspired to discuss more in a group discussion.
c) quantitative questionnaire:
A method used to collect standardised data from large numbers of people.
It provides support when you need to draw general conclusions
from the research.
o Conducting surveys
a) in-depth interview:
choose appropriate customer to be interviewed fact to face in our office.
And conduct this interview flow according to our questionnaire.
Inspire them to talk about every aspect of our products and services.
At the same time, record the process.
b) focus group:
choose appropriate customer to have a discussion among a small group in
our office. Moderator guides respondents to talk every aspect one
by one according the flow of questionnaire. Take notes and record
the process.
c) quantitative questionnaire:
send questionnaire to current customer by email with the permission or ask
customers to fill the questionnaire in person in our store.
o Sample survey document with hypothesis test.

We design questionnaire on the basis of hypothesis about our marketing mix. Like for
our products, we want to know if our product can meet customers’ needs or
not. So, we design a question like “are you satisfied with the products” or “do
you have any suggestions about the products. We can have some ideas on the
basis of respondents’ answers.
Below is the sample questionnaire:
1. How often do you buy garden products from D.A. gardens supplies?
a. More than once a week b. once two weeks
b. c. once a month d. less than once a month.
2. How are you satisfied with the products of D.A. Garden Supplies?
a. Very satisfied b. somewhat satisfied c. ok d. somewhat dissatisfied e.
very dissatisfied
3. How do you think about the prices of products of D.A. Garden Supplies
compared to other garden stores?
a. Very higher b. somewhat higher c. similar d. lower e. very lower.
4. How do you like to order food online if offered this service?

a. Very much b. somewhat c. neutral d. somewhat not e. not like
5. Do you have any suggestion about the products and services of D.A.
Garden Supplies? (open question)
.

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● Physical, human and financial resources:

The business is located in a main road, opposite a small suburban shopping

Gender Male Female

Samples 40% 60%

Household / year $50,000- $100,000-$150,000 $150,000+

Samples 25% 50% 25%

o Sample survey document with hypothesis test.

4. How do you like to order food online if offered this service?

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