MKTG1395 Marketing Research, Consultancy Report Assessment Page 2 of 12 ASSESSMENT QUESTIONS Total 80 marks (40% of final grade) Complete ALL SIX (6) questions. Scenario: Your firm has been engaged to conduct a research project for a large Australian supermarket. Your client would like to evaluate the ‘Toiletries and health products’ product category to assess the viability of launching a range of private label toothpaste and oral hygiene products. Your manager and a research assistant, in conjunction with the client, has started to develop the market research project but has now asked you to take control of the day-to-day implementation and leadership of the project. The first task you must complete is a report for the client that addresses the following questions: SECTION A - All questions section A relate to Phase 1 of the research QUESTION 1 (15 marks) Critically evaluate the draft questionnaire developed for Phase 1 of the research (pages 5-12). Specifically, evaluate the: a) survey length; b) survey layout; c) use of screening questions; d) use of skip questions; and e) how well the survey meets the needs of the research objectives of this phase of the research. QUESTION 2 (5 marks) What data collection method would you recommend for this survey? What are the advantages and disadvantages of using your recommended method? QUESTION 3 (5 marks) Considering the specification of the research sample given in the research brief (page 4), make a recommendation on the type of sampling method that should be used in this research. What are the advantages and disadvantages of using this method? QUESTION 4 (15 marks) Explain how you will analyse and report the data collected from the questionnaire. In your discussion explain three inferential statistical tests would be appropriate to address research objectives 1 and 2.MKTG1395 Marketing Research, Consultancy Report Assessment Page 3 of 12 SECTION B - All questions section B relate to Phase 2 of the research QUESTION 5 (20 marks – as allocated below) Make a recommendation on what research approach could be used in Phase 2 of the research project. Specifically, you should discuss and justify, using marketing research theory, an appropriate: a) data collection method, and (8 marks) b) sampling plan. (8 marks) Explain how your recommendation would: c) address the research objectives of Phase 2, and (2 marks) d) complement the questionnaire in Phase 1. (2 marks) QUESTION 6 (20 marks – as allocated below) Develop a data collection instrument to be used for Phase 2 of the research based on your recommended data collection method and sample from QUESTION 5. In your response discuss: a) the design of the data collection instrument, focusing on the structure and layout; (8 marks) b) questioning techniques used; and (8 marks) c) how your data collection instrument will achieve the research questions of Phase 2 of the research. (4 marks) A copy of the instrument you have constructed should be included in an appendix to the report. You will lose marks if this is not included. Market Research Client Brief Background Category management is a retail management process that aims at improving a retailer’s overall performance in a product category through more coordinated buying, merchandising, and pricing of the brands in the category in order to maximise the total performance of that category. Part of the ongoing category management process is Category Review. Reviews are scheduled at established intervals to evaluate the overall performance of the product category and includes reviewing the brands stocked in the category. Current Situation The Toiletries and Health Products category includes non-prescribed pain medications, vitamins, sunscreen, toothbrushes, toothpaste, soaps, deodorants, feminine hygiene products, shampoos and conditioners. Toiletries are generally purchased from supermarkets and grocery stores, and privatelabel products have increased as a share of toiletry products over recent years. As part of their ongoing category management and product development strategies, the client is looking to gain a deeper understanding of the Toothpastes and Oral Hygiene product sub-category.MKTG1395 Marketing Research, Consultancy Report Assessment Page 4 of 12 Demand for private-label products has increased over the past five years and private-label products now account for approximately twenty-five per cent of all supermarket sales. However, private-label Toothpaste and Oral Hygiene products has struggled with little success against the category leading brands. Historically, supermarkets have faced difficulties in overcoming consumer’s perceptions that private-label brands are of a lower quality than the national brand equivalent with have a limited range with bland packaging. To counteract this, supermarkets have introduced a second ‘premium’ private-label brand, focusing on quality and selectivity in order to compete with the national brands while still producing a value-for-money range (the ‘traditional’ private-label brand). Your client would like to learn more about this product sub-category and the viability of launching premium private-label products into this sub-category. Specifically, the research project should address the following objectives/questions: 1. To understand the consumer segments in the Toothpastes and Oral Hygiene product subcategory. 2. To determine brand preferences and brand associations for the Toothpastes and Oral Hygiene product sub-category by consumer segments. 3. Would consumers accept a range of premium private-label Toothpastes and Oral Hygiene products? 4. What brand positioning would the premium private-label range need in order to succeed in the Toothpastes and Oral Hygiene product sub-category? Market Research Requirements The client has requested that your company perform the research in two phases: Phase 1: A usage and brand preference study for the Toothpastes and Oral Hygiene product sub-category. (Research Objectives 1 & 2) Phase 2: A study to evaluate the potential for a range of private-label Toothpastes and Oral Hygiene products. (Research Questions 3 & 4) The client has also defined a target population and a number of sampling requirements for Phase 1. They have requested that the sample size should be a minimum 3000 consumers and consist of: − Consumers aged 18+ years − Users of toothpastes and oral hygiene products: o Toothpaste o Mouthwash and dental floss The research assistant has developed a draft questionnaire for you to review and provide feedback. The draft questionnaire is provided on pages 5 to 12. Before the research project continues, you have been given the task of preparing a report for the client (and your manager) that addresses the questions assigned in this assessment (Questions 1 to 6 on pages 2 to 3 of this document).MKTG1395 Marketing Research, Consultancy Report Assessment Page 5 of 12 DRAFT QUESTIONNAIRE DEMOGRAPHICS/SEGMENT IDENTIFIER Are you: Male 1 Female 2 Which of these best describes the level of education you have achieved? Some primary school 1 Finished primary school 2 Some secondary school 3 Some technical or commercial college 4 Finished Year 10/the Leaving Certificate 5 Finished Technical or Commercial college 6 Finished or now studying the HSC 7 Some university 8 Tertiary diploma (not University) 9 Now at university 10 Degree qualified 11 Which of these best describes your work status? Working full time 1 Working part time 2 Working in the home – home duties 3 Studying/student 4 Unemployed 5 Other 6 INCOME: ASK ALL FULL TIME WORKERS: What is your personal annual income before tax? ASK ALL OTHERS: What is the annual before tax income of the main income earner in your household? Under $6 000 1 $6 000 - $9 999 2 $10 000 - $14 999 3 $15 000 - $19 999 4 $20 000 - $24 999 5 $25 000 - $29 999 6 $30 000 - $34 999 7 $35 000 - $39 999 8 $40 000 - $44 999 9 $45 000 - $49 999 10 $50 000 - $59 999 11 $60 000 -$69 999 12 $70 000 - $79 999 13 $80 000 - $89 999 14 $90 000 - $99 999 15 $100 000 or more 16MKTG1395 Marketing Research, Consultancy Report Assessment Page 6 of 12 And which of these best describes the type of work you do? No occupation 1 Farm labourer 2 Other unskilled worker 3 Semi-skilled worker 4 Farmer 5 Skilled manual worker 6 Clerk/typist 7 Sales 8 Semi-professional 9 Owner of small business 10 Manager or large business owner 11 Professional 12 CATEGORY USAGE/SEGMENT IDENTIFIER CATEGORY USAGE Q1a. Thinking now about your oral hygiene routine, which of the following do you do daily? Q1b. And which ways have you used in the last 3 months? Q1a Use daily Q1b Used In The Last 3 Months Toothpaste Manual toothbrush Electric toothbrush Dental floss Interdental brushes Mouthwash Breath freshers Denture care tablets Teeth whitening products ASK Q2 ONLY IF CODED 1 AT Q1a ABOVE, ALL OTHERS SKIP TO Q3 Q2. How often would you use toothpaste each day? Once Twice a day Three times a day After every meal Q3. What time/s of the day would you use toothpaste? Morning Afternoon EveningMKTG1395 Marketing Research, Consultancy Report Assessment Page 7 of 12 Q4. How often do you purchase the following products? Once a month Every two months Every three months Every six months Once a year or less Toothpaste Manual toothbrush Electric toothbrush Dental floss Interdental brushes Mouthwash Breath freshers Denture care tablets Teeth whitening products Q5a. ASK ALL - Which of the following best describes you in relation to grocery shopping for your household? CONTINUE --- I do most of the grocery shopping 1 CONTINUE --- I share the grocery shopping 2 SKIP TO Q6 --- I rarely/don’t shop for groceries 3 Q5b. How much do you agree or disagree with the following statements…? Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 5 4 3 2 1 1. I only ever buy brand name toothpaste 2. There is not much difference between brands of toothpaste 3. Brand name toothpaste is worth paying extra for 4. I never check the price of toothpaste when I am buying it 5. I only ever get the cheapest priced toothpaste I can find Q5c. What would you normally expect to pay for a 100g pack of toothpaste? No Idea $2.00 $4.00 $6.00 $8.00 $10.00MKTG1395 Marketing Research, Consultancy Report Assessment Page 8 of 12 ASK ALL: Q6. Which one of the following statements best describes your dental care regime: I only ever use toothpaste 1 I always use toothpaste and dental floss together 2 I always use toothpaste and mouthwash together 3 I always use toothpaste, dental floss and mouthwash together 4 I varying between using toothpaste, dental floss and mouthwash 5 Q7. How much do you agree or disagree with the following statements about toothpaste? Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 5 4 3 2 1 1. I always buy the same brand of toothpaste 2. I buy the toothpaste my dentist recommends 3. I prefer toothpastes that also whiten my teeth 4. Everyone in my family uses the same brand of toothpaste 5. I like trying new toothpastes and change brands often 6. I prefer to buy Australian owned brands of toothpaste 7. The flavour of the toothpaste is very important to me 8. The health benefits of toothpaste is very important to me 9. I prefer to buy larger sizes of toothpaste or twin packs 10. I worry about damage to my teeth from using the wrong brand of toothpaste 11. It is better to buy toothpaste made from natural ingredients 12. I prefer to buy toothpaste that is the same brand as my other dental hygiene products (toothbrush, mouthwash, etc.) BRAND HEALTH - Toothpaste UNPROMPTED BRAND AWARENESS Q8. Which brands of toothpaste are you aware of? Write in as many as you can think of… PROMPTED BRAND AWARENESS Q9a. And which of the following brands of toothpaste have you seen before?MKTG1395 Marketing Research, Consultancy Report Assessment Page 9 of 12 BRANDS EVER BOUGHT Q9b. Which have you ever bought? BRANDS BOUGHT IN LAST 3 MONTHS Q9c And which have you bought in the last 3 months? Seen Before Ever Bought Bought Last 3 Mths Colgate Oral B Cedel Macleans Sensodyne Pearl Drop Home Brand (Woolworths) Total Care (Coles) Grants White Glo Other (please name) None of these BRAND PREFERENCE Q10a) How do you feel about the toothpaste brands…please rate each brand on the following: My favourite brand, the one I like and admire the most, and prefer to buy A good brand, one I would consider buying A regular brand – pretty much like all the others A brand that doesn’t mean a lot to me – I don’t know if I would use it A brand I don’t really like, I would use it if I had to Colgate Oral B Cedel Macleans Sensodyne Pearl Drop Home Brand (Woolworths) Total Care (Coles) Grants White Glo Other (please name) None of theseMKTG1395 Marketing Research, Consultancy Report Assessment Page 10 of 12 BRAND ASSOCIATIONS Q10b) Please select AS MANY OR AS FEW toothpaste brands you feel are described by each of the following statements? Is worth paying more for Is a brand I value Has appealing packaging Is Australian Owned & Made Has the widest range Performs better than others Is better quality than others Colgate Oral B Cedel Macleans Sensodyne Pearl Drop Home Brand (Woolworths) Total Care (Coles) Grants White Glo Other (please name) None of theseMKTG1395 Marketing Research, Consultancy Report Assessment Page 11 of 12 BRAND HEALTH – Mouthwash UNPROMPTED BRAND AWARENESS Q11. Which brands of mouthwash are you aware of? Write in as many as you can think of… PROMPTED BRAND AWARENESS Q12a. And which of the following brands of mouthwash have you seen before? BRANDS EVER BOUGHT Q12b. Which have you ever bought? BRANDS BOUGHT IN LAST 3 MONTHS Q12c. And which have you bought in the last 3 months? Seen Before Ever Bought Bought Last 3 Mths Colgate Oral B Listerine Biotene Home Brand (Woolworths) Total Care (Coles) Sensodyne Other (please name) None of theseMKTG1395 Marketing Research, Consultancy Report Assessment Page 12 of 12 BRAND PREFERENCE Q13a) How do you feel about the mouthwash brands…please rate each brand on the following: My favourite brand, the one I like and admire the most, and prefer A good brand, one I would consider buying A regular brand – pretty much like all the others A brand that doesn’t mean a lot to me – I don’t know if I would use it A brand I don’t really like, I would use it if I had to Colgate Oral B Listerine Biotene Home Brand (Woolworths) Total Care (Coles) Sensodyne Other (please name) None of these BRAND ASSOCIATIONS Q13b) Please select AS MANY OR AS FEW mouthwash brands you feel are described by each of the following statements? Is worth paying more for Is a brand I value Has appealing packaging Is Australian Owned & Made Has the widest range Performs better than others Is better quality than others Colgate Oral B Listerine Biotene Home Brand (Woolworths) Total Care (Coles) Sensodyne Other (please name) None of these