Project: Qualitative Research

Written assignment (Case Study) Midterm Activity brief

BBA221 – Marketing Research Online campus

Professor: Dr. Petros Bouchoris | [email protected]

Description GOOD FOODS* is an FMCG company producing & selling packaged food products. Identifying the trend towards Wellness and alternative source of protein they are investigating the launch of a Plant-based meat products range.

In order to proceed they need to identify consumers’ attitudes towards this new product category. To proceed with the launch and determine how consumers feel about this type of products, they hire you to suggest a relevant qualitative research

As a marketing research consultant, you need to write a complete marketing research proposal including the following:

a. definition of the research problem

b. type of research (focus groups, in-depth interviews) etc.

c. How are the research participants will be recruited?

d. The suggested Discussion Guide

(*GOOD FOODS is a fictional company)

Format This activity must meet the following formatting requirements:

• Font size 12

• Double-spaced

• Harvard Referencing System

• pdf only

• 2000-2500 words

Due date Date: 23 August 2021 Time: 14:00

Weight towards final grade

This activity has a weight of 40% towards the final grade.

Goal(s) • Learn how to develop a marketing research proposal

• Learn how to develop a data collection instrument for qualitative research

Assessment criteria

Students will be evaluated according to the following rubric

Learning outcomes

• evaluate the extent to which strategic marketing decisions or business needs of a company have an impact on the design of marketing research and the formulation of a qualitative research discussion guide

• apply the appropriate research design methods to obtain insights into the marketing research problems or opportunities

Rubric: written assignment

Criteria Accomplished (A) Proficient (B) Partially proficient (C) Borderline (D) Fail (F)

Problem identification

The business issue has been correctly identified, with a competent and comprehensive explanation of key driving forces and considerations. Impact on company operations has been correctly identified. Th