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Text Book required: Malhotra, N.K., Hall, J., Shaw, M. & Oppenheim, P. (2008). Essentials of Marketing Research: An Applied Orientation (2nd ed.). Sydney: Prentice Hall
Task:
There are two parts of this assessment. Part one is theoretical background. While part 2 is an applied case study.
1. What are the main approaches available for collecting qualitative data? Describe each of these methods. (10 marks)
2. What is involved in running an in-depth interview? What techniques can you use in in-depth interviews to help explore people?s attitudes? (10 marks)
3. What is involved in analyzing qualitative data? (20 marks)
4. Read Case Study 1: Strawberry Fields For Ever and answer questions at the end of the case.
For many years, the majority of strawberries produced in Australia were grown in Victoria. However, as a result of the federal government passing the Plant Varieties Rights Act (1985), new higher-yielding Californian strawberry varieties were introduced to Australia. The Californian strawberry varieties were not only larger than the traditional varieties but also had the potential to fruit over an extended period. This meant that berry growers could spread their harvest over a longer period of time. Berry growers responded by doubling their orders for strawberry plants and the area planted to strawberries.
At the same time, fruit processors in Australia were increasing their imports of high-quality frozen strawberries from overseas producers where costs of production were lower than in Australia. Faced with the impending oversupply of strawberries and consequential reduced prices because of increased production, the Victorian Strawberry Growers Association lobbied the Victorian government to enable the industry to set up a Statutory Committee ? The Victorian Industry Development Committee (VSIDC). This committee would be responsible for collecting funds from its members in the form of a levy. These funds could then be used to carry out domestic promotion of Victorian strawberries, as well as research and development into all aspects of strawberry production.
At its inaugural meeting, the VSIDC decided that its key role was to develop strategies that would result in increased per capital consumption of strawberries. This, it was hypothesised, ?May in part be achieved by a change in the image of strawberries, from that of a ?treat? to that of a fruit which is purchased regularly?.
The committee immediately decided to undertake an extensive consumer market research study to assist in the development of marketing and promotional strategies. This activity was to be delegated to a suitably qualified market research company. The committee formulated a tender document, which it then circulated to a number of market research firms in Melbourne. Included in the tender document were requests for the following information:
1. The current image that people have of strawberries and what are the positive and negative aspects of this image.
2. Features/attributes of strawberries that respondents consider when choosing whether to purchase strawberries and the relative importance of these features.
3. The situations in which people eat strawberries.
4. Why some people don?t purchase strawberries, and what would motivate them to purchase strawberries.
5. People?s willingness to pay for a punnet of strawberries.
6. The values that people who eat strawberries have, and given these values ideas on how to better promote strawberries.
7. Any other information you consider to be relevant in helping to answer the management problem.
Your tasks:
1. Develop an interviewer?s/survey outline based on the questions listed above. An interviewer?s outline is a list of questions that you plan to ask during an interview.
2. Conduct five in-depth interviews/surveys each lasting at least 20 minutes. Record/write each of the interviews (don?t forget to ask permission to do this), and after you have conducted the interviews/surveys it is a good idea to transcribe (write out) each of the interviews/survey, or at least the most significant quotes during the interviews.
3. Analyse the information from the interviews using (1) a thematic analysis and (2) a content analysis based on the themes identified in your thematic analysis. Summarise your findings in up to 1500 words.
(60 marks)
Rationale
This assessment item is designed to assess your knowledge and understanding of the principles and practice of qualitative market research, especially in-depth interviews. You gain a first hand understanding of how to plan and orchestrate a qualitative research exercise.
Marking criteria
Each task is worth 20 marks. You will be marked on your ability to develop a research brief that is consistent with the information required, to identify key statements presented by the interviewees, and to interpret and present information as per the required analytic procedures.
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