1. Research Project
MKTG 202
Spring 2008

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

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

4. 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

5. 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

6. 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

7. 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

8. 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!)

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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?

15. 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

16. 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

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