Tm Ka Assignment 3

8/6/2019 Tm Ka Assignment 3

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ASSESSMENT COVER SHEET

Students name (Surname)Benton

(Given names)Kerry-Ann

Students I.D.number 22577181 Phone number0424 630 420

Unit name Marketing Research Unit code MKF9120-X3403

Title of assignment Assignment 3Prepare a Market Research Proposal

Name of lecturer

Name of tutorNicholas Grigoriou

Tutorial day /time Online

Due date 15 October 2010 Date submitted 15 October 2010All work must be submitted by the due date. If an extension of work is required, please complete and submit a

Special Consideration application (in-semester assessment task) form to your examiner/lecturer/tutor.

Please note that it is your responsibility to retain copies of your assessments.

If there are no substantial factors to indicate that plagiarism was accidental or unintentional, plagiarism will be treated as

cheating in terms of Monash Statute 4.1 Discipline.

Plagiarism: Plagiarism means to take and use another persons ideas and or manner of expressing them and to pass these off as ones own by failing to give appropriate acknowledgement. This includes material from any source, staff, students or the Internet

published and unpublished works.Collusion: Collusion is the presentation of work which is the result in whole or in part of unauthorised collaboration with

another person or persons.

For further information see the universitys Plagiarism Policy at:

http://www.adm.monash.edu.au/unisec/academicpolicies/policy/plagiarism.html

Where there are reasonable grounds for believing that plagiarism or collusion has occurred, this will be reported to the Chief

Examiner, who will disallow the work concerned by prohibiting assessment or refer the matter to the faculty manager.

Tick this box if this submission is a group assignment YES

Care: each student must attach their own signed cover sheet to the assignment.

Students Statement:

I have read the universitys statement on cheating and plagiarism, as described in the Student Resource Guide (referhttp://www.monash.edu.au/au/pubs/handbooks/srg/srg-119.html)

This assignment is original and has not previously submitted as part of another unit/subject/course, I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied, I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment and: Provide to another member of faculty; and/or Communicate it to the universitys plagiarism checking service (which may then retain a copy of the assignment on its

database for the purpose of future plagiarism checking).

I understand the consequences for engaging in plagiarism as described in University Statute 4.1. Part III AcademicMisconduct (refer http://www.monash.edu.au/pubs/calendar/statutes/statutes04.html#Heading102)

I certify that I have not plagiarised the work of others or participated in unauthorised collusion when preparing thisassignment.

Signature ..................................................... Date

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The information on this form is collected for the primary purpose of assessing your assignment. Other purposes of collection include recordin

your plagiarism and collusion declaration, attending to course and administrative matters and statistical analyses. If you choose not to

complete all the questions on this form it may not be possible for Monash University to assess your assignment. You have a right to access

personal information that Monash University holds about you, subject to any exceptions in relevant legislation. If you wish to seek access to

your personal information or inquire about the handling of your personal information, please contact the University Privacy Officer:

[email protected]
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ASSESSMENT COVER SHEET

Students name (Surname)Maxwell

(Given names)Thomas

Students I.D.number 22577270 Phone number1 604 762 6446

Unit name Marketing Research Unit code MKF9120-X3403

Title of assignment Assignment 3Prepare a Market Research Proposal

Name of lecturer

Name of tutorNicholas Grigoriou

Tutorial day /time Online

Due date 15 October 2010 Date submitted 15 October 2010All work must be submitted by the due date. If an extension of work is required, please complete and submit a

Special Consideration application (in-semester assessment task) form to your examiner/lecturer/tutor.

Please note that it is your responsibility to retain copies of your assessments.

If there are no substantial factors to indicate that plagiarism was accidental or unintentional, plagiarism will be treated as

cheating in terms of Monash Statute 4.1 Discipline.

Plagiarism: Plagiarism means to take and use anotherpersons ideas and or manner of expressing them and to pass these off asones own by failing to give appropriate acknowledgement. This includes material from any source, staff, students or the Internet

published and unpublished works.

Collusion: Collusion is the presentation of work which is the result in whole or in part of unauthorised collaboration with

another person or persons.

For further information see the universitys Plagiarism Policy at:

http://www.adm.monash.edu.au/unisec/academicpolicies/policy/plagiarism.html

Where there are reasonable grounds for believing that plagiarism or collusion has occurred, this will be reported to the Chief

Examiner, who will disallow the work concerned by prohibiting assessment or refer the matter to the faculty manager.

Tick this box if this submission is a group assignment YES

Care: each student must attach their own signed cover sheet to the assignment.

Students Statement:

I have read the universitys statement on cheating and plagiarism, as described in the Student Resource Guide (referhttp://www.monash.edu.au/au/pubs/handbooks/srg/srg-119.html)

This assignment is original and has not previously submitted as part of another unit/subject/course, I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied, I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment and: Provide to another member of faculty; and/or Communicate it to the universitys plagiarism checking service (which may then retain a copy of the assignment on its

database for the purpose of future plagiarism checking).

I understand the consequences for engaging in plagiarism as described in University Statute 4.1. Part III AcademicMisconduct (refer http://www.monash.edu.au/pubs/calendar/statutes/statutes04.html#Heading102)

I certify that I have not plagiarised the work of others or participated in unauthorised collusion when preparing thisassignment.

Signature ..................................................... Date

Privacy Statement

The information on this form is collected for the primary purpose of assessing your assignment. Other purposes of collection include recordin

your plagiarism and collusion declaration, attending to course and administrative matters and statistical analyses. If you choose not to

complete all the questions on this form it may not be possible for Monash University to assess your assignment. You have a right to access

personal information that Monash University holds about you, subject to any exceptions in relevant legislation. If you wish to seek access to

your personal information or inquire about the handling of your personal information, please contact the University Privacy Officer:

[email protected]
http://www.adm.monash.edu.au/unisec/academicpolicies/policy/plagiarism.htmlhttp://www.adm.monash.edu.au/unisec/academicpolicies/policy/plagiarism.htmlmailto:[email protected]:[email protected]://www.adm.monash.edu.au/unisec/academicpolicies/policy/plagiarism.html


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Market Research Proposal

Prepared by: Research Works

Thomas Maxwell Executive summary (10%)

Research approach (20%)

Proposed analysis (10%)

Reporting, costs & timing (10%)

Kerry-Ann Benton Research problem (15%)

Research design (20%)

Appendices (15%)


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Contents

EXECUTIVE SUMMARY ................................................................................................................. 6

THE RESEARCH PROBLEM ............................................................................................................ 8

BACKGROUND ................................................................................................................................ 8

PURPOSE OF STUDY ......................................................................................................................... 8

RESEARCH OBJECTIVES ..................................................................................................................... 9

RESEARCH APPROACH ............................................................................................................... 10

CONCEPTUAL FRAMEWORK ............................................................................................................. 10

RESEARCH DESIGN ..................................................................................................................... 12

EXPLORATORY RESEARCH - SECONDARY AND PRIMARY DATA................................................................... 13

DESCRIPTIVE RESEARCH - PRIMARY DATA ............................................................................................ 14

SAMPLING PLAN ........................................................................................................................... 14

PROPOSED ANALYSIS ................................................................................................................. 16

SECONDARY DATA ANALYSIS ............................................................................................................ 16

QUALITATIVE DATA ANALYSIS.......................................................................................................... 16

QUANTITATIVE DATA ANALYSIS........................................................................................................ 17

REPORTING, COSTS AND TIMING ............................................................................................... 19

REPORTING .................................................................................................................................. 19

COSTS ......................................................................................................................................... 20

COST CONTINGENCY PLAN .............................................................................................................. 23

TIMING ....................................................................................................................................... 23

APPENDIX ONE: QUALITATIVE AND QUANTITATIVE RESEARCH SAMPLING FRAME ..................... 25

APPENDIX TWO: QUALITATIVEFOCUS GROUPS ....................................................................... 26

DISCUSSION BRIEF ......................................................................................................................... 26

APPENDIX THREE: QUALITATIVE DATAFOCUS GROUP HAND OUT ........................................... 29

EXPLANATORY STATEMENT ............................................................................................................. 29


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APPENDIX FOUR: QUANTITATIVE RESEARCHONLINE SURVEY.................................................. 32

ONLINE QUESTIONNAIRE................................................................................................................. 32

APPENDIX FIVE: QUANTITATIVEONLINE SURVEY ATTACHMENT .............................................. 34

EXPLANATORY STATEMENT ............................................................................................................. 34

REFERENCES .............................................................................................................................. 37


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Executive Summary

The following proposal is to be presented to Fosters Groups executive, management, and marketing research team in

response to the market brief presented to Research Works.

Fosters has presented said brief on the premise of utilising the opportunities presented by China as an emerging

market for wine consumption. The purpose of the research is to inform Fosters strategy on how best to position its

premium brand portfolio in China for the long term and subsequently capitalise on this growth opportunity ahead of its

competitors.

A number of research objectives have been identified including; the exploration of peer recommendations, identifying

attitudes and perceptions towards Chinese, Australian and other foreign Wines, examining the preference for Aussie

wine brands compared to Chinese and other foreign wines, identifying purchasing and consumption behaviour, and

Identifying the product attributes that are expressed, drawing out the cultural mores.

In order to provide a basis for the research, a conceptual framework has been presented. A hypothetico-deductive

model has been selected to determine the relationships between the factors that Fosters has identified as critical to

understanding the Chinese wine market. This conceptual framework has resulted in a number of research questions

and their resulting hypotheses which will be used to frame the analysis and presentation of findings.

The methodology of the research has been set as a two-stage approach; exploratory research and descriptive research

methods. The first stage involves analysis of secondary data provided by Fosters Group as well as a competitor analysis.

The descriptive research process will also involve two steps; a qualitative approach utilising a focus group format for

data collection, and a quantitative approach using an online survey. Sampling for both of the descriptive approacheswill be undertaken by selecting respondents from the SmartClub database (a retail loyalty database program). A sample

size of 160 has been selected for the Focus groups and 2000 for the online survey.

Analysis of the data will be approached in a method befitting the methodology. Analysis of the focus group data will

involve a cut and paste method to provide a basis for reporting. Initial analysis of the online survey will initially

involve data editing followed by an in-depth analysis based on means of central tendency to in order to determine the

sample representation. The second part of the survey will require more detailed analysis which will involve measures of

central tendency, measures of dispersion and cross-tabulations. Several analysis techniques have been ear-marked to

be utilised in order to gather as much information as possible including techniques such as factor analysis, cluster

analysis, and conjoint analysis techniques. Once analysis is completed, all findings will be presented to Fosters Group.

Reporting of the findings will be conducted throughout the research period. It is anticipated that no fewer than two

progress reports, provided on the 1th of every month. Upon completion of the research process the final report will be

presented two-fold. Firstly a summary report will be offered in the form of a PowerPoint presentation to Fosters

management and the relevant business departments that are affected by the research results. The second part of the


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final report, the main report, will provide Fosters with an in-depth review of the entire research project. This report will

include all facets of the research process, including all technical details of the methodology and data analysis.

All costs associated with the research have been itemised and broken down into the relevant labour, expenses, and

overheads expected to occur. $146,300 of the $150,000 budget has been allocated to said costs. Fosters has advised

Research Works of the possibility that the research budget may be scaled back due to factors beyond their control. In

the event that the budget is decreased Research Works has proposed that the scope of the research is halved in order

to fit into the changed budget. A number of variable costs will therefore be scaled back to fit under a new budget where

necessary.

The entire project period is anticipated to run from September 24th

, 2010 to December 10th

, 2010. Within this time

period, a number of milestones have been outlined to provide Fosters Group with an expected timeline of completion.

All relevant milestones have been provided in the following report as a Gantt chart.


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The Research Problem

Background

Foster's Group is an Australian based global market leader in beer, wine, spirits and ciders.i

The background for this

research proposal is Fosters wine business.

Challenges faced by Fosters wine business include oversupply in Australia and reduced consumer demand in its

traditional global markets, such as the UK and USA.ii

To address these challenges, the business has been demerged so it

can channel its energy into expanding its Australian premium wine brand portfolio presence within emerging markets,

primarily China.

Supporting evidence for focusing on China includes the belief by The Australian Wine and Brandy Corporation that

China will become Australia's biggest customer by 2015iii,

further encouraged by a booming economy and growing

affluent and aspirational middle class that is increasingly looking to western brands.iv

To optimise the opportunity identified by Fosters, it is necessary to gain deeper consumer insights within the region.

Research Works received a market research brief from the Fosters Marketing Research team on 3 September 2010 and

the following proposal has been prepared in response.

Purpose of study

The purpose of this research is to inform Fosters strategy on how to best position its premium brand portfolio in China

for the long term and subsequently capitalise on this growth opportunity ahead of its key competitors.

Due to existing research that highlights the importance of word of mouth in this market, a core component of this study

is to examine peer recommendations in-depth.

Geographically, the selected region for this study is Shanghai as it shows more sales of imported wine per capita than

other provinces.v

The resulting data should provide robust insights into Chinese wine consumer attitudes and behaviours that will enable

Fosters to identify its most profitable and stable market segments in order to develop corresponding competitive and

successful marketing strategies.


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Research Objectives

The overall objective is to examine Chinese wine consumers usage and attitudes towards wine purchase and wine

consumption. This has been split into the following sub-objectives:

Explore peer recommendations and brand advocacy indepth.Peer recommendations have been found to be the strongest factor influencing perceptions of wine quality among

Chinese consumers. Drinkers largely rejected the idea of using magazines or the internet to educate themselves about

wine, preferring to rely on the recommendations of others.vi

Identify attitudes and perceptions towards Australian winesThis is expected to strongly correllate with peer recommendations as a result of increased exposure to family and

friends who have visited Australia through study, business and tourism.

Examine the preference for Australian wine brands compared to other foreign wines and Chinese wines.Explore awareness and preference of Australian wine brands and related dominant perceptions that may influence

how they can be positively positioned or minimised to create an advantage over competitor Australian and foreign wine

brands, as well as Chinese wine brands.

Identify wine purchasing and consumption behaviour.Explore recency, frequency and spend on wine purchasing in correllation with purpose e.g. home consumption, gift,

dinner party etc. Also examine the Chinese mindset where wine is more heavily linked to food consumption and drunk

as part of a meal.

Identify and explore the product attributes that are expressed, such as price, quality, colour, taste, packaging,drawing out the principal cultural mores.

Determine how these attributes vary according to the purpose of the wine purchase, e.g. gift, dinner party, home

consumption etc.


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Research Approach

Conceptual framework

The research objectives put forth will provide the basis of the theoretical framework which will determine the researchhypotheses and establish the research design. A hypothetico-deductive model has been selected to determine the

relationships between the factors that Fosters has identified as critical to understanding the Chinese wine market. The

following table outlines the research variables, the relationships between these variables, and their effects on the

overall objective of the proposed research.

The independent variable: The purchase and consumption behaviour of the Chinese wine market and product

attributes that are expressed, such as price, quality, taste, and packaging which signify the cultural mores.

Based on the previous section, it purchase and consumption behaviours of wine consumers in China will determine

Fosters market strategy and investment. If China is set to be Australias largest wine customer, then it is suggested that

Chinese consumers will increase their purchase behaviours based on favourable product attributes such as price,

quality, taste, and packaging relative to the consumption situation and cultural needs.

Resulting Research Questions and Hypothesis

Based on the independent variables the following research questions and resulting hypothesis have been identified

In what cultural situations is wine consumed?


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Hypothesis: wine is consumed in a variety of cultural situations. Knowledge of such situations can benefit strategy

development.

Does purchase frequency/brand choice vary according to the consumption situation for which consumers arepurchasing wine?

Hypothesis: purchase frequency/brand choice varies in correlation to the consumption situation.

Which product attributes play a role in purchase choice in varying consumption situations?

Hypothesis: Particular product attributes affect purchase choice, particularly in specific consumption situations.

For example price is the key attribute considered when purchasing wine for a gift.

Is the role of product attributes on purchase choice signified by cultural mores?Hypothesis: cultural traditions have a significant effect on the role of product attributes in purchase decisions.

Moderator variables: peer recommendations and brand advocacy

Based on the model constructed, it has been determined that peer recommendations and brand advocacy will have a

strong contingenteffect on the independent variable-dependent variable relationship.


Based on the moderating variables the following research questions and resulting hypothesis have been identified

How important are peer recommendations when considering wine purchases?

Hypothesis: peer recommendations are a significant contributing factor in considering wine purchases.

At what stage of the purchase process do peer recommendations factor?

Hypothesis: wine consumers actively seek peer recommendations when considering wine purchase. Peer

recommendations are given in numerous situations outside the purchase time.

Intervening Variable: Attitudes held toward Chinese, Australian, and other foreign wines by Chinese wine consumers

Understanding the existing attitudes held toward Chinese, Australian, and other foreign wines will provide an

understanding of the competitive environment within the Chinese wine industry. More specifically, the knowledge of


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existing attitudes held by Chinese consumers will provide the link between the purchase and consumption behaviours

and the market penetration strategy.


Based on the intervening variables the following research questions and resulting hypothesis have been identified:

Are Australian wines favoured over other wine products by Chinese consumers?

Hypothesis: Australian wines are seen favourably over other wine products by Chinese consumers.

Which product attributes of Chinese, Australian, and other foreign wines are favoured by Chinese consumers? Dothese attributes ultimately affect the final purchase choice?

Hypothesis: attributes of taste, packaging, and price are the product attributes of wines that result in favourableattitudes. These attributes determine the final purchase choice.

Do Chinese consumers purchase foreign wines (including Australian) more frequently than Chinese wines?Hypothesis: Foreign wines are purchased more frequently then Chinese wines.

The dependent variables: Market Penetration, Investment and Strategy

Identifying the relationship between the above variables will provide Fosters group with a sound understanding of the

market.

Methodology approach

Based on the research objective and subsequent sub-objectives, it has been determined that a mixed method approach

would provide the most comprehensive understanding of the issues at hand. Using a deductive model, we will

undertake a qualitative study followed by a quantitative survey in order to achieve a thorough understanding of the

desired objectives of the research. The rationale behind using such an approach is based on the premise that Mixed

methods are used to enrich understanding of an experience or issue through confirmation of conclusions, extension of

knowledge or by initiating new ways of thinking about the subject of the research (Porte 1967).

Research Design

A two-stage approach is proposed using exploratory and descriptive research methods:


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Exploratory research - secondary and primary data

Secondary data

To provide us with more information on the marketplace, competitor activity and any apparent trends, we propose

examining the below secondary data and meeting with Fosters Shanghai wine sales staff:

Sales of Fosters Group wine brands in Shanghai over the past two years. Promotion and advertising campaign results over the past two years. Current advertising material. Profiles on existing target audience. Domestic and foreign competitor analysis, brand positioning, pricing, distribution and advertising.

Qualitative data

Given the exploratory nature of some of the objectives, we propose gathering qualitative data to identify what consumers

believe is important to wine consumption and why. Focused research will be used to probe the following:

Awareness and perceptions on Chinese and foreign, including Australian, wine brands. Relationship between occasion and price of wine purchased. Influence of peers on the purchasing process. Perceptions of value: price, quality, taste, colour and packaging.

Data collection

We propose a focus group format. This will not necessarily be a representative sample and any findings cannot

generalised across the target audience. However it will provide the opportunity to observe group peer behaviour and gain

insights to the relationships among the defined variables; and provide direction on the quantitative data collection.

This format will allow any significant themes and questions to be addressed as they arise and discontinue lines of

questioning that are not adding any value to the research objectives.

To ensure the groups are similar within each of the age range groups, the field supervisor will first screen the candidates

to determine who will fit within each group and avoid having friends and relatives in the same group, as this can lead to a

biased discussion.

To optimise the validity of results, we have included the focus group discussion brief in the appendices for approval (refer

Appendix Two).


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Descriptive research - primary data

Based on the exploratory research, this stage will further define who, what, when and where to segment the market.

To provide findings that can be generalised across the target market, quantitative research will be used to measure the

identified attitudes and behaviours. A questionnaire will be developed by Research Works and sent to Fosters for

approval. It will include the following probes:

Awareness and perceptions on Chinese and foreign, including Australian, wine brands. What quantities of wine do they buy and consume and when. What are they prepared to pay for foreign, including Australian, wine brands What product attributes are important: price, quality, taste, colour and packaging.

Data collection

We propose a two-part online survey: part one using closed questions to determine representativeness; and part two

using the Likert rating scale to measure attitudes (refer Appendix Four). This is a cost effective way of interviewing a large

sample in a short time. It also enables the testing of creative visuals e.g. advertisements and packaging.

Other considerations

Since all research material will be written from a Western perspective and translated from English to Mandarin, we

propose the use of a cultural expert to ensure the material and research objectives align within the given Chinese cultural

context.

Sampling Plan

Sampling population

The target population will consist of mass affluents living in Shanghai who have purchased medium to high end foreign

and/or domestic wine from a supermarket or specialist wine store three times or more in the past six months.

The specification to include those who have spent time in Australia cannot be identified within the constraints of the wine

consumer profile however, we propose changing the target age range from 29 to 25-49 year olds to broaden the response

rate.

Sampling frame

Respondents will be selected from the SmartClub database; a Shanghai retail loyalty and database marketing program

operated in partnership with the Shanghai Public Transportation Card (refer Appendix One).


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Sampling methodology

Probability sampling will be applied, namely stratified simple random sampling to minimise bias. The population will be

split into relatively homogenous, mutually exclusive age strata and then independent samples will be selected from each

stratum. This will ensure that we achieve sufficient sampling sizes for each sub-group: 40 for qualitative and 500 for

quantitative. It should also improve representativeness and reduce sampling error.vii

Since each stratum will be age

based, there is no indication on the gender split at this stage.

Sample size

The population number is unknown, however in view of the size and scope of this research and the need to maximise

validity of results, we recommend the following breakdowns:

A maximum sample size of 160 for the focus groups, four age group sets of four broken down into groups of 10.

Group Age Focus Groups Total Sample

1, 1a, 1b, 1c 25-30 4 402, 2a, 2b, 2c 31-35 4 40

3, 3a, 3b, 3c 36-40 4 40

4, 4a, 4b, 4c 40-49 4 40

Total 16 160

To increase the validity of results, we recommend an online survey sample size of 2000, four age group sets of 500, with a

view to achieving a 75% response rate (1500 completed surveys):

Group Age Total Sample

A 25-30 500

B 31-35 500

C 36-40 500

D 40-49 500

Total 2000

Sampling error

It is recognised that the data collection process will introduce sampling errors, such as the selection bias, where the

sample is not representative of the population; as well as the random variation in the results due to the random sampling.

Non-sampling errors will also feature, for example, bias skews by having different moderators across focus groups. Also,

respondents may introduce intentional errors by lying or unintentional errors by not understanding the questions. In light

of these factors, the given sampling confidence level is 95% with a 5% margin of error.

Further to the large sample sizes, we will employ quality control techniques to minimise errors, including filming focus

groups and calling online respondents to clarify any gaps.


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Proposed Analysis

Secondary Data analysis

As mentioned previously, analysis of the secondary data provided by Fosters will be undertaken prior to the research

period. The data will be analysed using simple tabulation techniques and will provide the basis for understanding the

context of Fosters current position in the Chinese market. The results of the secondary data analysis will also be utilised

in conjunction with primary data analysis results to provide a frame of reference and direction to the suggested actions

to be taken by Fosters post-research.

Qualitative Data Analysis

Data analysis will commence upon completion of all focus groups. Focus group recordings will be transcribed in

Mandarin and then into English, with the assistance of the cultural expert to explain local jargon/slang. A cop y of the

transcript will be provided with the final report. The transcript will be supplemented with observational notes made by

the group leader, supported by the video recordings in order to identify nonverbal communication, gestures,

behavioural responses, words and the tone with which words are used that may not be reflected in the transcript

(http://www.sagepub.com/upm-data/11007_Chapter_7.pdf).

A cut and paste method will be undertaken to sort the data into groups to correspond with the research objectives.

This technique will provide the basis for a summary analysis report.

Due to the subjective nature of this technique, two analysts will sort the data. They will collaborate on the coding

technique, but sort the information independently. These analysts will be sourced from the research management team

to ensure a solid understanding of the research topics.

The results of the analysis will provide a deeper insight into the themes explored in the focus groups and provide an

opportunity to explore any new and relevant ideas.

The analysis of the focus groups will be finished in time to present the findings at the first progress report, and with

enough time to make adjustments to the survey where necessary.
http://www.sagepub.com/upm-data/11007_Chapter_7.pdfhttp://www.sagepub.com/upm-data/11007_Chapter_7.pdfhttp://www.sagepub.com/upm-data/11007_Chapter_7.pdfhttp://www.sagepub.com/upm-data/11007_Chapter_7.pdf


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Quantitative Data Analysis

Data analysis will commence after the conclusion of the online survey, determined by the successful collection of the

desired sample. If the desired sample is not fulfilled by the 15th

of November, the survey will be closed and analysis will

commence, provided the response rate is significant enough to fulfill research objectives. If the response rate is not

significant, it is essential for Fosters and Research Works to reconsider the project period (every effort will be made to

achieve the required sample within the specified timeframe).

Once the data is prepared, data editing will be conducted under the direction of the field supervisor. This process will

involve identifying omissions, ambiguity, inconsistencies, lack of cooperation, and ineligibility within the data. Where

possible, efforts will be made to re-contact the respondent in order to rectify any errors or omissions. In cases where it

is evident that the respondent has not understood the survey, or complete lack of cooperation is evident, the said

survey response will be discarded and recorded as a non-response.

All questions will be coded where appropriate. Answers to open-ended questions will also be coded by having two

analysts categorically coding the answers. The coding of open ended questions is necessary for the intended data

analysis strategy.

Part One

As part one of the survey focuses on behavioural, attitudinal and classificatory questions in the form of closed, pre -

coded questions, the analysis of this section will involve straight-forward analysis techniques. One of the goals of part

one is to determine the sample representation, therefore the analysis will first involve frequency distributiontabulations followed by analysis that focus on measures of central tendency (mean or average, median, mode and

percentages). These measures will provide the analysts with a sound understanding of the sample and its

characteristics. Using these techniques will also determine whether weighting needs to be applied to underrepresented

(or overrepresented) categories (for example, males aged 25-30).

Part Two

As part two of the quantitative survey is concerned with attitudes and will consist largely of questions answered using

the Likert scale, a deeper analysis will be required. Measures of central tendency will be again utilised. As the Likert

scale is an interval scale, the analysts will also be able to apply measures of dispersion to the analysis. These measures

provide evidence of the spread of answers to attitude measurements (range, variance and standard deviation). These

measurements of dispersion provide a more complete picture and therefore a greater understanding of the research

objectives, particularly peer recommendations, attitudes and perceptions of Australian wine, and purchase and

consumption behaviour.


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Because of the scope of the research objectives, the analysts will be advised to explore as many possibilities as the data

set allows, defined by the research questions resulting from the formerly identified conceptual framework and their

resulting hypotheses. This exploration will be conducted in the form of cross tabulations, with emphasis on cross

tabulating the results of the response to questions with nominally scaled answers in part one, with the attitude

measurement questions with nominally scaled answers found in part two. For example the analysts will explore the

relationship between an age category and the usage situations identified for which wine is purchased using cross

tabulations.

Beyond cross tabulations, the analysts will undertake a number of analysis techniques to ensure the full spectrum of

the data are explored. Such techniques will include a factor analysis which seeks to identify underlying dimensions or

constructs in the data and to reduce the number of variables by eliminating redundancy; Cluster analysis in order to

identify similar consumer segments so that marketing programs can be developed and tailored to each segment; And

a conjoint analysis, particularly pertaining to analysing the results of the data related to product attributes. It is

expected that a conjoint analysis will provide outcomes that will help Fosters understand which features and benefitsto promote to the Chinese market.

All data analysis outputs will be recorded and the most relevant results will be provided in a summary report (to be

explained further in the next section). However all data outputs will be provided to Fosters as part of the main report.


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Reporting, Costs and Timing

Reporting

In keeping with the preferences of Fosters, the research reporting process will be presented at interims to culminate in

a summary presentation to Management and final main report.

Upon approval of the research (anticipated as 24th

September, 2010), the entire research project is expected to be

concluded on the 10th

of December, 2010. In this time the researchers will provide no less than two substantial progress

reports. These reports will be provided on the 15th of every month within the research period, or when the researchers

consider sufficient data has been collected to provide a thorough and pertinent progress report. The progress reports

will be presented as a formal report with the following sections:

Overview of research completed so far (at time of report) Overview of research being conducted at the current period as at the time of report Overview of the research to be completed in the period following the progress report. presentation of findings based on analysis of data conducted to the point of the progress report Summary of problems, limitations, opportunities, and research suggestions that have presented themselves

during the research process to date.

Upon completion of the research process the final report will be presented two-fold. Firstly a summary report will be

offered in the form of a PowerPoint presentation to Fosters management and the relevant business departments that

are affected by the research results. The summary report will review the key findings of the research in the form of

summary tables and graphs. The summary report will also include all conclusions and recommendations made based on

the research findings. The summary report will be designed to be user-friendly and will eliminate technical details

from the presentation where possible. A hard copy summary report will also be provided to complement the

PowerPoint presentation.

The second part of the final report, the main report, will provide Fosters with an in -depth review of the entire research

project. This report will include all facets of the research process, including all technical details of the methodology and

data analysis.


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Costs

The researchers will endeavour to stay within the $150K budget allocated by Fosters for the research project. The

following table proposes the cost estimates based on the labour, expenses and overheads, expected to occur.

Itemised Costings (estimates) Totals ($AUD)

Focus group/survey design: 30

hours at $100/hr

$3000

Pre-field (exploratory) research:

15 hours @ $100 per hour

$1500

Access fee to Smart Club Database

for sampling

$5000

Focus Group:

Participant recruitmentprocess

Function space hire: 2Nights @ $2000 per night.

interviewer fees: 4interviewers conducting 4

interviews each @ $50 per

hour for 2 hours each

interview plus 2 hour

preparation/pack-up time

per interview participant fees: 160

participants @ $70 per

person

Food and beverage. $30per head (77 including

participants, interviewers,

cultural consultant, and

field supervisors)

Focus group analysis: 2Analysts; 50 hours total

analysis @ $50/ Hr each

(25 hours each)

$4000

S4000

$2800 (total of 14 paid hours per

interviewer)

$11200

$2100

$2500

FOCUS GROUP SUB TOTAL

$26600


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Survey redesign (anticipated 10

hours each analyst @ $50 per hour

x 2 analysts) $1000

Survey:

URL purchase for surveyweb location

Website IT monitoring(monitored only during

high-traffic hours)/website

maintenance performed by

IT consultant @ $30/hr

(80 hours anticipated)

E-blast to potentialrespondents using the

Smart Club database (3 e-

blasts anticipated. More

may be required. @ $1000

per e-blast)

$1000

$2400

$3000

SURVEY SUB TOTAL = $7400

Survey Data Entry including data

preparation

Mid survey period, initialdata entry and coding. 2

editors, 20 hours @ $35

per hour

(10 hours each)

Final data entry. 2 dataeditors. 50 hours each @

$35 per hour

(25 hours each)

Data checking byindependent analyst 10

hours @ $50 per hour

$700

$3500

$500

DATA ENTRY SUB TOTAL = $4700

Data analysis

Initial analysis includingdata preparation and

coding. 40 hours total @

$50 per hour per analyst (2

analysts, 20 hours each)

Full analysis of data. 160hours total @ $50 per our

per analyst (2 analysts, 80

$2000

$8000


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hours each)

Summary of initial findings.Written by field supervisor

(10 hours @ $50 per hour)

$500

DATA ANALYSIS SUB TOTAL =

$10500

Report writing including all

progress reports summary

reports, main report, presentation

reports. 50 hours total @ $100 per

hour

$5000

Report presentations includingprogress presentations and final

presentations. 6 hours total @

$200 per hour

$1200

Implementation consultancy

(post-project period) anticipated

at 80 hours @ $100 per hour

$8000

Cultural consultant: lump sum for

duration of project period

$25,000

Estimated travel expenses: toinclude airfares, accommodation,

and ground transportation

$30,000

Materials/equipment budget $5000

Incidental expenses/ unexpected

expenses budget

(at the discretion/permission of

Fosters controllers. It is

anticipated that the entire budget

is not required)

$20,000

TOTAL $146,300

http://www.solutioncorp.com/pdf_documents/Market_Res_ABC_V1.pdf
http://www.solutioncorp.com/pdf_documents/Market_Res_ABC_V1.pdfhttp://www.solutioncorp.com/pdf_documents/Market_Res_ABC_V1.pdfhttp://www.solutioncorp.com/pdf_documents/Market_Res_ABC_V1.pdf


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Cost Contingency Plan

Fosters has advised Research Works of the possibility that the research budget may be scaled back due to factors

beyond their control. In the event that the budget is decreased Research Works has proposed that the scope of the

research is halved in order to fit into the changed budget. The sample size for the focus groups will be reduced to 80

people therefore cutting costs of Interviewer fees, participant fees and food and beverage costs by half and costs of

data entry and analysis related to the focus groups will be reduced significantly. It is expected that the recruitment

process costs and function space hire costs will be fixed.

The sample size for the quantitative survey can be reduced from 2000 to 1000, therefore reducing the costs of IT

consulting, data entry and data analysis time and costs. For a sample size of 1000, Research Works will only send 2 e-

blasts reducing the costs by $1000.

All other expenses can also be scaled back accordingly. The cultural consultant will not be required for the same time-

period as the current plan anticipates, therefore their fee can be reduced by $7000. Travel expenses, materials and

incidental expenses budgets will be reduced by close to half if necessary.

Timing

The following gantt chart outlines the expect timing of the research project period including all pertinent milestones.

The entire project period is anticipated to run from September 24th

, 2010 to December 10th

, 2010. The following table

outlines the milestones required to complete the project. Each milestone is measured by its expected date of task

completion.


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Appendix One: Qualitative and quantitative research sampling frame

Research respondents will be selected from the SmartClub database of over 3 million members and can be segmented by

demographic, geographic, purchase behaviour and online community activity profile.

The Hong Kong-based company encourages consumers to register all their payment cards. Then they get points whenever

they pay with a registered debit or credit card, gathering consumer data from supermarkets, banks, online transactions,

or their chip-based Shanghai Public Transportation Card. This data is then aggregated together.viii

SmartClub offers

marketing research services to meet our requirements, including data mining and sourcing focus group and online

participants.

This SmartClub data should be broken down as follows:

-

Shanghai based, university educated mass affluent consumers aged between 25-49 who have purchased medium to highend domestic wine at supermarkets and or specialist wine stores three times or more in the past six months.

- Shanghai based, university educated mass affluent consumers aged between 25-49 who have purchased medium to highend foreign wine at supermarkets and or specialist wine stores three times or more in the past six months.


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Appendix Two: Qualitativefocus groups

Discussion Brief

A discussion guide will be provided to moderators to cover with respondents. All moderators will be Chinese and use local

language or jargon so that the interviewees can clearly understand the questions.

Themes to be covered in focus groups:

Relationship between when and where people consume wine. How frequently they drink wine. How much they drink per occasion. Influences of peers on the purchasing process. Relationship between occasion and price of wine purchased. Importance of wine brand image to consumers. Perceptions of value: price, quality, taste and packaging. Depth of wine knowledge: grape varieties, place of production and vintage. Awareness and thoughts on Chinese wine brands. Awareness and thoughts on foreign, including Australian, wine brands. How these perceptions influence their purchasing habits. Awareness and effectiveness of wine brand marketing communications. Role models that matter and influence behaviour for the target audience.


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Focus group interview protocol:

Opening:

Thank everyone for coming and give a brief overview of how the interview will occur and let the group know that you are

working on behalf of Research Works and that the research has been commissioned by a foreign wine producer to

understand the needs and wants of Chinese wine consumers and that it intends to use the research findings to improve

how it meets consumer demands.

Ensure that everyone understands that the session is being filmed and that any personal information gathered in this

discussion will be treated with the utmost confidentiality, unless they expressly request or allow the use of their name.

Let them know that the session duration is expected to be 1.5 hours and request their permission to begin.

Body:

1.

What prompts you to buy wine? How often do you buy wine?2. How often do you drink wine? How much on average do you drink on each occasion?3. How does drinking wine, as opposed to other alcoholic beverages, make you feel?4. What wine brands can you think of? Probes: Chinese, foreign, include Australian brands.5. Describe your impressions of Chinese and foreign wines brands? Probe: Australian brands6. How do you become aware of wine brands? Probes: word of mouth, TV, internet including social networking sites

and blogs - outdoor advertising, events, print etc.

7. What factors influence you when you purchase wine? Probes: recommendations from friends or family? Advertising,point of sale display, sales promotion, price etc.

8. How does the packaging of a wine matter to you? Probes: a gift, dinner party, drinking with friends at home etc.9. What would make you recommend a wine to friends or family? Probes: taste, price, packaging,

brand image etc.

10. How could Australian wine brands offer more appeal and value for you? Probes: taste, colour, price, packaging,brand image etc.

11. What communication channels do you prefer when it comes to finding out more about wines?Probes: recommendations from friends or family? Advertising, point of sale display, events, online etc.

Note: To ensure even participation, if one or two people are dominating the group, the moderator will call on others to

participate. Another option to include everyone is to take a round table approach by going in one direction around the tabl e,

giving each person a minute to answer the question.


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Conclusion:

Thank everyone for participating and check if there are any other thoughts anyone would like to add? Let them know that if

they think of anything later, they can log on to the website and post suggestions and comments. Also ask if there is anyone

else they know who thinks differently to them and may want to have their views included in this research?

Finish with asking whether they can be contacted in the future for further research and thank them for their time.


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Appendix Three: Qualitative datafocus group hand out

Explanatory Statement

(xx) October 2010

Focus group 1/1a/1b/1c/2/2a/2b/2c/3/3a/3b/3c/4/4a/4b/4c

A study into Chinese wine consumer behaviours and attitudes

This information sheet is for you to keep.

My name is Robin Batman and I am a senior marketing research consultant for market research agency

Research Works in Melbourne, Australia.

Why did you choose this particular group as participants?

The participants contact details were provided to Research Works by SmartClub Marketing Services. The reason for choosing

this particular group of participants is that it reflects the required demographics and wine consumption behaviour outlined in

the study brief.

The aim of the research

The aim of this study is to gain insights into Chinese wine consumer behaviours and attitudes in order to segment the market

and as a result better meet the wants and needs of Chinese consumers.

Possible benefits

Possible benefits for participants are that their wine consumption needs and wants will be better met by wine providers in

the marketplace, including improved marketing communications, distribution, pricing and packaging.

What does the research involve?

The study involves semi-structured in-depth focus groups that will be videotaped.

How much time will the research take?

The focus group discussion is expected to last approximately 1.5 hours. However, please allow for a maximum of 2 hours to

allow for any unexpected interruptions or overlaps on discussion themes.


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Inconvenience

Note that there may be a risk of other participants identifying you in the research focus group research, either previous

knowledge of you or recognising you following the research session.

Payment

A small payment of AUD 70 equivalent will be given to each participant to cover their time and travel expenses.

Can I withdraw from the research?

Being in this study is voluntary and you are under no obligation to consent to participation. However, if you do consent to

participate, you may only withdraw prior the focus group beginning.

Confidentiality

To maintain the anonymity of all focus group participants, confidentiality of the data collected will be managed using codes

both for client use and in the event of the study results being published.

Storage of data

Storage of the data collected will adhere to Research Works regulations and kept on business premises in a locked

cupboard/filing cabinet for 5 years. A report of the study may be submitted for publication, but individual participants will

not be identifiable in such a report.

Use of data for other purposes

Please note that your anonymous data may be used for other purposes. Since it is anonymous data, nobody will be named

and you will not be identified in any way. However, whilst every possible precaution will be used please keep in mind that it is

sometimes impossible to make an absolute guarantee of confidentiality/anonymity.

Results

If you would like to be informed of the aggregate research finding, please contact Robin Batman on +61 3 5555 8971 or

email [email protected] or visit website www.marketingresearchworks.com.au

The findings will be accessible for the period April - September 2011.


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If you would like to contact the researchers about any

aspect of this study, please contact the Chief

Investigator:

If you have a complaint concerning the manner in

which this researchMRWFosters 041 is being

conducted, please contact:

Marvin Space

Email:[email protected]

Tel: +61 5555 7776

Fax: +61 5555 7775

Yuan Xiong, GM Market Research

SmartClub Research Services

Phone: +86 21 6485 8585

Fax : +86 21 5426 1252

Email: [email protected]

Thank you.

Robin Batman

Senior Research Consultant

Research Works
mailto:[email protected]:[email protected]:[email protected]:[email protected]


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Appendix Four: Quantitative researchonline survey

The online survey will be constructed based on the insights garnered from the focus group data. Three working days will be

built into the timelines to allow for Fosters approval at each stage of this process.

Following final approval, the online questionnaire will be conducted to 5 respondents. Upon completion the researcher will

work with the cultural expert to refine and simplify or remove wording viewed as ambiguous or difficult by the respondents.

Online questionnaire

The online questionnaire will be broken into two parts:

Part one

To determine that the sample is representative, the first part of the survey will use closed questions with

pre-coded answers.

These questions will include behavioural, attitudinal and classification. Behavioural questions to get factual information on

what the respondents do; attitudinal questions to find out what respondents think of something; and classificatory questions

to group respondents to see how they differ one from another.

The advantage to closed questions is that they are easy and straightforward to for respondents to answer and analysts to

process: respondents do not have to spend time thinking up replies; and analysts can code the responses without risk of

subjective judgement that might skew the results.

Part two

Since the study is looking to measure attitudes in order to understand the preference and behaviours of the Chinese wine

consumer, including their preference on components such as brand image and packaging visuals, we recommend that the

respondents be asked directly about their attitudes using the questionnaire as a self reporting technique.


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The recommended attitude rating scale is the Likert method of summated ratings where a statement is made and the

respondents indicate their degree of agreement or disagreement on a five point scale (Strongly Disagree, Disagree, Neither

Agree Nor Disagree, Agree, Strongly Agree).

The equivalent weights for the answers are:

Range Interpretation

4.50 5.00 Strongly Agree

3.50 4.00 Agree

2.50 3.49 Neither agree nor disagree

1.50 2.49 Disagree

0.00 1.49 Strongly Disagree

It is believed that this design will be easy to use, provide consistency and deliver accurate and complete data. It also provides

greater anonymity to the respondent (which may assist when discussing alcohol consumption).

Since we are targeting mass affluents in Shanghai, there is an acceptable bias of only including only those with online access.

This also applies to associated bias of using the SmartClub database.


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Appendix Five: Quantitativeonline survey attachment

Explanatory Statement

(xx) November 2010

Online questionnaire group A/B/C/D

A study into Chinese wine consumer behaviours and attitudes

My name is Robin Batman and I am a senior marketing research consultant for market research agency

Research Works in Melbourne, Australia.

Why did you choose this particular person as a participant?

Your contact details were provided to Research Works by SmartClub Marketing Services. The reason for choosing this you in

this particular group of participants is that you reflect the required demographics outlined in the study brief.

The aim of the research

The aim of this study is to gain insights into Chinese wine consumer behaviours and attitudes in order to segment the market

and as a result better meet the wants and needs of Chinese consumers.

Possible benefits

Possible benefits for participants are that their wine consumption needs and wants will be better met by wine providers in

the marketplace, including improved marketing communications, distribution, pricing and packaging.

What does the research involve?

The study involves a structured questionnaire with a set of closed questions.

How much time will the research take?

The questionnaire is expected to take between 20 to 30 minutes.

When does it need to be submitted?

For inclusion in the research findings, the questionnaire will need to be completed and submitted by 15 November 2010.


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Can I withdraw from the research?

Being in this study is voluntary and you are under no obligation to consent to participation. However, if you do consent to

participate, you may only withdraw prior to the submission of the completed questionnaire.

Confidentiality

To maintain the anonymity of all questionnaire participants, confidentiality of the data collected will be managed using codes

both for client use and in the event of the study results being published.

Storage of data

Storage of the data collected will adhere to Research Works regulations and kept on business premises in a locked

cupboard/filing cabinet for 5 years. A report of the study may be submitted for publication, but individual participants will

not be identifiable in such a report.

Use of data for other purposesPlease note that your anonymous data may be used for other purposes. Since it is anonymous data, nobody will be named

and you will not be identified in any way. However, whilst every possible precaution will be used please keep in mind that it is

sometimes impossible to make an absolute guarantee of confidentiality/anonymity.

Results

If you would like to be informed of the aggregate research finding, please contact Robin Batman on +61 3 5555 8971 or

email [email protected] or visit website www.marketingresearchworks.com.au

The findings will be accessible for the period April - September 2011.


36/37

If you would like to contact the researchers about any

aspect of this study, please contact the Chief

Investigator:

If you have a complaint concerning the manner in

which this researchMRWFosters 041 is being

conducted, please contact:

Marvin Space

Email:[email protected]

Tel: +61 5555 7776

Fax: +61 5555 7775

Yuan Xiong, GM Market Research

SmartClub Research Services

Phone: +86 21 6485 8585

Fax : +86 21 5426 1252

Email: [email protected]

Thank you.

Robin Batman

Senior Research Consultant

Research Works
mailto:[email protected]:[email protected]:[email protected]:[email protected]


37/37

References

Aaker, D., Kumar, V., Day, G., Lawley, M. & Steward, D. (2007), Marketing Research 2nd

Pacific Rim Edition, John Wiley &

Sons

The Age, China the Final Frontier for Aussie Wine, 2 August 2010

Bazeley P. (2002). Issues in Mixing Qualitative and Quantitative Approaches to Research

Research Support P/L, Bowral, Australia, [email protected]. Presented at: 1st International Conference -

Qualitative Research in Marketing and Management, University of Economics and Business Administration, Vienna

10th April, 2002, Published in: R. Buber, J. Gadner, & L. Richards (eds) (2004) Applying qualitative methods to

marketing management research. UK: Palgrave Macmillan, pp141-156.

Fang Liu, Jamie Murphy, (2007) "A qualitative study of Chinese wine consumption and purchasing: Implications for

Australian wines", International Journal of Wine Business Research, Vol. 19 Iss: 2, pp.98-113

Porte, M. (1967). WRITING EFFECTIVE RESEARCH PROPOSALS. Journal of Business Communication, 5(1), 13-20.

Retrieved from Business Source Premier database.

http://free-books-online.org/mathematics/business-mathematics-statistics/research-methods-business-mathematics-

statistics/variables-and-types-of-variables

www.crackawines.com.au,Fosters Reveals New Wine Branding, Nicole Eckersley, Australian Food Newswww.wikipedia.com

www.wine-info.com

ENDNOTES:

iwww.wikipedia.comaccessed 13 September 2010

iiwww.crackawines.com.auFosters Reveals New Wine Branding, Nicole Eckersley, Australian Food News, accessed 13

September 2010

iiiwww.wine-info.com, accessed 13 September 2010

ivwww.age.com.auChina the Final Frontier for Aussie Wine, 2 August 2010, accessed 13 September 201

viiwww.www.statcan.gc.ca, accessed 17 September 2010

viiiwww.wikipedia.org, accessed 17 September 2010
mailto:[email protected]://free-books-online.org/mathematics/business-mathematics-statistics/research-methods-business-mathematics-statistics/variables-and-types-of-variableshttp://free-books-online.org/mathematics/business-mathematics-statistics/research-methods-business-mathematics-statistics/variables-and-types-of-variableshttp://www.crackawines.com.au/http://www.crackawines.com.au/http://www.wikipedia.com/http://www.wikipedia.com/http://www.wine-info.com/http://www.wine-info.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.crackawines.com.au/http://www.crackawines.com.au/http://www.crackawines.com.au/http://g/AppData/Local/Temp/www.wine-info.comhttp://g/AppData/Local/Temp/www.wine-info.comhttp://g/AppData/Local/Temp/www.wine-info.comhttp://www.age.com.au/http://www.age.com.au/http://www.age.com.au/http://www.statcan.gc.ca/http://www.statcan.gc.ca/http://www.statcan.gc.ca/http://www.wikipedia.org/http://www.wikipedia.org/http://www.wikipedia.org/http://www.wikipedia.org/http://www.statcan.gc.ca/http://www.age.com.au/http://g/AppData/Local/Temp/www.wine-info.comhttp://www.crackawines.com.au/http://www.wikipedia.com/http://www.wine-info.com/http://www.wikipedia.com/http://www.crackawines.com.au/http://free-books-online.org/mathematics/business-mathematics-statistics/research-methods-business-mathematics-statistics/variables-and-types-of-variableshttp://free-books-online.org/mathematics/business-mathematics-statistics/research-methods-business-mathematics-statistics/variables-and-types-of-variablesmailto:[email protected]

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