1. by Maria Theresa S. Medialdia Training Program on Research Methodology 6 - 29 February 2012 Mekong Institute

2. Research Problem What is the marketing system of asparagus produced in Thailand?

3. Research Questions 1.Who are the actors involved in the marketing system of asparagus and what are their specific roles? 2.How do products move from point of production to point of consumption? 3.What are the problems/constraints faced by each actor in the chain? 4.How can we improve the marketing system of asparagus in Thailand?

4. From Research Questions to Research Objectives – how do we come up with research objectives?

5. Research Questions 1.Who are the actors involved in the marketing system of asparagus and what are their specific roles? To identify and characterize the actors involved in the marketing system of asparagus and determine specific roles.

6. Research Questions 2.How do products move from point of production to point of consumption? To describe the value chain of Thai asparagus.

7. Research Questions 3.What are the problems/constraints faced by each actor in the chain? To determine the problems and constraints faced by marketing participants at every level of the chain.

8. Research Questions 4.How can we improve the marketing system of asparagus in Thailand? To identify and analyze the critical issues affecting the marketing of Thai asparagus and provide recommendations for its improvement.

9. Research Objectives 1. To identify and characterize the actors involved in the marketing system of asparagus and determine specific roles. 2. To describe the value chain of Thai asparagus. 3. To determine the problems and constraints faced by marketing participants at every level of the chain. 4. To identify and analyze the critical issues affecting the marketing of Thai asparagus and provide recommendations for its improvement.

11. I.Introduction A. Brief Background (what is the research problem you would like to investigate? why is it a problem or an issue?) B. Rationale (why is the research topic important?) and Objectives C. Scope and Limitations of the Study

12. II. Review of Literature (link to previous researches done in the chosen topic) III. Methodology (data needs, sources, availability) 1. Research Design 2. Data Collection Procedures 3. Methods of Analysis

13. IV. Results and Discussion A. Characteristics and Roles of Value Chain Participants 1. Producers 2. Traders 3. Consumers

14. B. Marketing Channels and Geographical Flows 1. Marketing Channels Period of Peak and Lean Production Month of Sale Types of Outlet Place and Mode of Sale Prices at Distribution Levels Mode of Payment 2. Geographical Flows Distribution Areas Volume and Value Sold at Distribution Points

15. C. Market Entry and Competition 1. Ease/Difficulty of Entry 2. Degree of Competition D. Marketing System Operation 1. Marketing Function 2. Support Services

16. E. Problems and Constraints 1. Production level (as perceived by producers and traders) 2. Assembly and distribution level - traders; transporters; also as perceived by producers 3. Consumption level - final consumers; institutional buyers

17. V. Conclusions and Recommendations (to improve the asparagus value chain) VI. Policy Implications

18. Thank You