Research Project MKTG 202 Spring 2008

“Supermarket Store Brands” Project Content Research topic “Supermarket Store Brands” Goal of project Conduct Secondary Research Develop Research Brief Conduct Fieldwork Write up findings

Assessment Stage One Research Brief (20%) Due 19 September! Must include Background Objectives Information Needs Methodology

Research Brief Background (2-3 pages) Objectives (2 -3 pages) Secondary data (online) Newspaper articles Trade Magazines Objectives (2 -3 pages) Recommend no more than 3 Objectives which will emerge from secondary research

Research Brief Information Needs by Objective Methodology Shopping Patterns Brand Selection Reasons for purchase Methodology Intercept Surveys Max 10 mins per questionnaire Mixed scales Questionnaire will be provided

Methodology Intercept Surveys To be completed during semester break 10 completed surveys per student You may need to ask more than 10… Submit less than this may penalize your group To be completed during semester break Research Brief is worth 20% of final grade Includes up to Methodology Section

Fieldwork Stage Two Completing the Fieldwork Demographic Profile You may ask friends and family but you must ensure a wide demographic spread A skew towards younger people will be penalized (no more than 1 person under 25 permitted per student) Demographic Profile Avg age in Australia is 37! So try to keep this in mind Must include both family (older and younger) households, older households (empty nesters) Main Grocery Buyer

Fieldwork Stage Two “I can just make it up and fill the surveys in myself….” Data entry will show anomalies very quickly. Groups will be severely penalized for falsifying data! “Can I go to Macquarie Centre and ask people there?” No! This is private property and you will breach the code of market research (and get the Uni into serious trouble!)

Fieldwork Stage Two You are not to ask people at a shopping centre! You may go to Open areas near shopping centres Eg Eastwood, Lane Cove, Hornsby, You must show your Student ID if you are asking the general public Confirm it is an anonymous survey as part of your degree and no identifying information is collected

Fieldwork Stage Two Data Collection is to be done during semester break Excel Spreadsheet will be available from 29 September. Each group is responsible to enter their own data Data Entry must be completed by 10 October Groups are responsible to ensure data accuracy This component is worth 20% of the final mark

Final Report Stage Three The final report will include the research brief and the results of data entry The last section will contain an analysis of the data collected Frequencies Averages (mean) Cross Tabs Additional marks will be given if you can provide more than this

Final Report Stage Three Final Report is worth 60% Management Style Bullet Points are OK You should refer to your secondary research, but significant academic theory and referencing is not necessary Graphs are mandatory Text boxes are effective to summarize key findings You must link the results to the objectives

Presentations Only 3-4 groups will be presenting These will be selected by teaching staff based on the quality of final report Presenting Groups have the potential to gain an additional 10% to the final subject mark (ie not just project mark) Presentations will be held in the last Project Class - 10 November

Research Topic Supermarket Brands Consumer Perceptions and Attitudes Woolworths “Select” “You’ll Love Coles” Consumer Perceptions and Attitudes Are Consumers aware of the brands? What do they think of them? Do they buy them? The future?

Research Topic Popular Overseas Will it translate as successfully here? Only 2 major supermarket chains Recent ACCC report recommendations Unit Pricing Supermarkets cannon dictate tenancy Marketing response between Woolworths and Coles - not true competition

Now…. Make sure you are in a group If not, then do so now…… Think about sources for secondary data Begin structure of research brief

Next Class Monday, 15 September Research Brief Bring draft report based on secondary research Objectives Information Needs