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The Question
Scenario: Kellogg’s wants to commission research to measure shopper attitudes and
behaviour towards their cereal and snack products in Australia. You have been asked
to prepare a brief. With this in mind you need to identify:
1. What type of research is needed? (qualitative or quantitative and explain why, which one is better?)
2. What research method would you recommend for collecting the data?
3. Who should be included in the research (target respondents)?
4. An appropriate sample size and selection method.
5. How, if at all, might your recommended research method and/or sample size
change if you were told you had to present research findings to the Board of Directors
in two weeks?
Guidelines
This assignment is testing your knowledge of when a qualitative or quantitative
approach to research is most suitable and your knowledge of the strengths and
limitations of different research methods. It will also test your ability to think about
issues of finding/accessing respondents, operationalising research objectives, and the
nature of data and findings that you gain from different research approaches. It also
requires you to show you can think creatively knowing how a changed timeline
affects research design.
It is very important that you justify your discussion with references to the course
readings and textbook and any other sources you use. I will be looking for evidence
that you have thought about the situation and weighted up the pros and cons of the
different approaches. You need to discuss your chosen methodology in relation to the
ones you are not recommending, especially in Q2.
Make sure each question is covered. I recommend structuring your discussion this
way. You DO NOT need to write the brief.
You do not need to discuss the actual questions that you will administer to
respondents, but you should consider the issues and how easy/difficult it will be for
respondents to discuss. You also need to think carefully about how best to reach
different respondents and what their likely refusal rates will be through the different
methods. Any other research issues you can think of that are associated with the
various methodologies and play a role in your recommendations should also be
included.
Just as for the first assignment, you do not need to contact the organisations to be able
to complete the assignment well. There is lots of information publically available
about Kellogg’s and that is more than enough.
Please make sure you make your discussion applied. Do not just talk about the
issues generically. This happened a lot in assignment 1. You need to actually show
you know about the company and brands in your work and can apply research to this
context.
Finally, I cannot share assignments from last year as a guide as the questions were
completely different. But the tutorial work you have done should put you in good
stead.
Some additional tips:
DO NOT write a questionnaire and DO NOT write a brief, this is an essay/question
parts assignment. There is also no need to have an introduction or conclusion.
Make sure you address all parts of the task in your answer. Each has some weight
allocated to it (see Feedback Form).
You should submit your assignments via GradeBook – you can find a link on the
course web site. You will need to do this before the due date, otherwise the system
will be closed and won’t let you in. If this happens – email your tutor immediately as
late assignments are penalised and may not be marked (contact details are in the
Course Information Booklet). We encourage you to submit your assignments earlier
than the due date. You can do it as early as one week prior to the due date – no need
to wait until the last minute.
Also, please include a plagiarism declaration in your cover page (just type your name
as a signature).
You are expected to use the Harvard reference system. In your answer make sure you
reference all sources of information. Please show that you know the difference
between a bibliography and reference list.
Word limit
Each assignment has a word limit. You are required to stay within the outlined limit.
Papers exceeding the outlined limits by more than 10% will be penalised. For each
extra 10% there will be a 10% mark deduction. This teaches you to express your
thoughts concisely and focus on the most important points.
Marketing Criteria:
Ability to apply answer to the scenario given (20%)
Discussion of type of research (15%)
Discussion of research method (15%)
Discussion of respondent sample (15%)
Discussion of sample size and selection (15)
Discussion of changes with time constraint (15%)
Presentation, clarity, correct referencing (5%)
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