Monash University Marketing Research

1. October 2014
25097296
Tin Kau Chan
25370197
Hongsheng Zhang
11577932
Izabella Jelonek
Marketing Research Proposal

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2
Background
Key
Observations
Brand image: CSF for
five:am
Consumers: Their focus on
‘healthiness’
Competition: Highly
competitive market
Drivers: Price discounts
and value conscious
consumer
Product:Young Australian
yoghurt brand
InternalExternal

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Differentiation
Positioning
C
onsum
er
Behaviour
Purpose & Objectives
Management Problem:
How does five:am become the no.1
'healthy choice' yoghurt brand?
Marketing Research Problem:
What drives yoghurt brand
choice for the health-conscious
consumer?
What are the key drivers
of brand choice?
How strong is the over-
lap between brand
image and brand identity
for five:am?
what are the current
perceptions of
five:am?
Does five:am occopy
a unique space in the
market?

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Conceptual Model - Radar Analysis
Factor 1
Factor 2
Factor 3
Factor 4
Factor 5
Factor 6
Factor 7
Factor 8
Factor 9
Factor 10

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Research Questions
and Research Hypotheses
Research Questions Research Hypothesis
RQ1: What are the key criteria that drive brand
choice of yoghurt brands and their relative
importance?
H1:there are many different drivers that determine
brand choice but only few are very important (no
more than 5)
H2: ‘healthiness’ is in the top 3 of key drivers
RQ2: What are the perceptions of five:am on the key
criteria relative to its competitors?
H3: there is a strong relationship between the
perceived brand image of five:am and the actual
brand identity
H4: five:am is strongly differentiated from other
yoghurt brands
H5:five am occupies a clearly defined position within
its market as the ‘healthy choice’
RQ3: How important is brand as a choice driver?
H6: those customers that are health conscious
know and understand the five:am brand
H7: those customers that are driven by price, are
not familiar with the five:am brand
H8: brand familiarity is associated with brand loyalty

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Research Design Overview
Phase I – Qualitative Research
Methods: Focus Group
Test Hypotheses: 1, 2, 3, 4, 5
Phase 2 – Quantitative Research
Methods: Online Survey
Test Hypotheses: 1, 2, 3, 4, 5, 6, 7, 8

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Characteristics of Focus Groups
Group Size 8-10 participants
Location Melbourne, Sydney and Brisbane
Scheduled Dates Pilot – 6th October
Melbourne – 13th October
Sydney – 14th October
Brisbane – 15th October
No. of Focus Group Total 10 group (3 groups per city, 1pilot group)
Group Composition Homogeneous groups
Group 1 - those who buy yoghurt regularly (include but not exclusive to
five:am)
Group 2 – those who buy yoghurt regularly but never buy five:am
Group 3 – those who predominantly buy five:am
Physical Setting Relaxed, informal atmosphere
Duration 60-90min
Phase I – Qualitative Research
Focus Group

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Phase 2 – Quantitative Research
Online Survey
Characteristics of Online Survey
Element People who are responsible for household
groceries, are from 18-50 y.o. and purchase
yoghurt regularly (as defined)
Sampling Unit Household
Extent Australia wide
Sampling size Expect to have 1000 valid surveys (with initial
estimated distribution of 7000, if respondents do
not exceed expected number, second distribution
of 3000 will be issued)
Sampling Frame The sampling frame will be email addresses bought
from Nielsen as per specified demographics
Date Initial distribution – 3rd November
Reminder – 5th Nov, 7th Nov, 9th Nov
Second Distribution –10th November
Reminder – 12th Nov, 14th Nov, 16th Nov, 18th Nov

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Data Validation Editing & Coding Data Entry Analysis
Proposed Analysis

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Editing and Coding
Scale Coding
Nominal Male-1 Female-2
A-1 B-2 C-3 …
Likert/Ordinal Five response to evaluate the consumers'
preferences
Rank Orders 1 stands for not preferred or disagreement and 5
stands for the most preferred or agreement

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Analysis
Focus Group
• Information Coding entry into SPSS
• Individual comment, ideas, thoughts categorized and coded
• Information synthesised further
• End result is a short summary of each category, noting similarities and differences across
groups
Online Survey
• Linear Regression - primary method
• DV - perception and attitudes
• IV - 10 factors identified using Radar Analysis
• End result - identifying which factors are important and statistically significant and to
what extent
Factor 1
Factor 2
Factor 3
Factor 4
Factor 5
Factor 6
Factor 7
Factor 8
Factor 9
Factor 10

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Reporting & Costs
Type of Research Description Fees
Qualitative Research
(x3 locations, 3 FG’s per
location)
Recruitment of Participants $5,000
Discussion Guide design and validation incl. pilot Focus
Group
$10,000
Moderator briefing and training (x3) $5,000
Focus Groups,($5,000 each) x3 $15,000
Focus Groups,($5,000 each) x3 $15,000
Focus Groups,($5,000 each) x3 $15,000
Travel costs $5,000
Subtotal $70,000
Quantitative Research
Survey design, testing and validation $15,000
Database hire/Respondent recruitment $15,000
Survey administration $30,000
Subtotal $60,000
Data analysis, report
generation
$50,000
Incentives $4,000
Incidentals $5,000
Total Fees $189,000

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Timing
6th-15th Oct
Focus Group interview
3th-20th Nov
Questionnaire development,
distribution and collection
10th Dec
Presentation and Final Report
20th Oct
Interim report following
Phase I - Focus Group
21th-30th Nov
Data Analysis

14. a passionate and
experienced team
of researchers
actionable
recommendations
Izabella Jelonek Tin Kau Chan Hongsheng Zhang