Essays /

16 Essay

Essay preview

Project Purple
Research to prepare for Domestoil launch in the UK
A research proposal
May 2012

Market researcher’s toolbox

Example of a market research proposal

Prepared for: J.W. Farina Ltd
Prepared by:
Research for Success
PO Box 205
HARROW
HA1 1ZU
Great Britain
Contact: Nigel Bradley

A response to a brief from John Peterson

493

© Oxford University Press, 2010. All rights reserved.
9780199_564347_17_market.indd 493

1/12/2010 7:43:55 AM

Market researcher’s toolbox

CONTENTS
1.

INTRODUCTION

2.

OBJECTIVES

3.

DESK RESEARCH

4.

5.

3.1

Purpose

3.2

Procedure

QUALITATIVE RESEARCH
4.1

Purpose

4.2

Population and sampling

4.3

Procedure

QUANTITATIVE RESEARCH
5.1

Purpose

5.2

Population and sampling

5.3

Procedure

6.

REPORTING

7.

TIMING

8. FEES
9.

494

CREDENTIALS

Appendices
Credentials
Quality control
Terms of business

© Oxford University Press, 2010. All rights reserved.
9780199_564347_17_market.indd 494

1/12/2010 7:43:55 AM

INTRODUCTION

J.W. Farina Ltd was established in Italy in 1888 and has become a market leader in the supply of Italian wines and oils to countries outside Italy. The company is particularly strong in France, Austria, and the UK. Olive oil is valuable to the human body, both inside and out. It eases dry skin and helps to keep the heart healthy. Major competitors are butter and margarines; the advantage of olive oil is that it has a shelf life of up to a year. There are many advantages that can be probed in the research.

In the UK, Farina supplies the oil to restaurants, but not to the general public. Farina is now considering the possibility of offering to the UK general public the same quality olive oil that it cur-

Market researcher’s toolbox

1

rently supplies to restaurants. The working name for this oil is ‘Domestoil’. The company has experience of this market segment in Austria and France, which may be useful for this research. Research for Success has been approached and a meeting took place in mid-April this year. This meeting involved a discussion of a written brief prepared by J.W. Farina Ltd. Subsequent telephone conversations clarified outstanding issues and the following proposal has been prepared.

2

OBJECTIVES

The overall objective is ‘to examine attitudes to the use of olive oil in the home’. This has been broken into the following sub-objectives:
1.

To examine how oils are used in domestic settings

2.

To identify attitudes to Domestoil and competing brands

3.

To determine promotional platforms that can be used to launch Domestoil.

495

We have detailed further areas beneath each objective.
1. To examine how oils are used in domestic settings
This objective would seek to follow the oil from arrival in the home until it is consumed or disposed of in some other way. It will establish how many households keep olive oil in the home and what kin...

Read more

Keywords

000 1 1/12/2010 10 100 11 12 13 14 15 16 1888 19 1zu 2 200 2000 2009 2010 2012 205 25 250 3 3.1 3.2 30 4 4.1 4.2 4.3 43 493 494 495 496 497 498 499 5 5.1 5.2 5.3 50 500 55 6 7 8 9 9780199_564347_17_market.indd abc1 access accur achiev activ ad add adjust advantag advertis agenc aim allow along also analys analysi appeal append appendic appendix appli applic approach approv april area arriv ask aspect assess associ assum assumpt assur attempt attitud audienc austria avail awar base becom begin beneath beyond bleach bodi bottl box bradley brand brief bring britain broken budget busi butter buy c2de care carri case cati census cent chang charg chart check chloe chosen clarifi classif cloud code compani compet competit competitor complaint comput condit conduct confus consid constitut consult consum contact contain content contract control convers copi correspond cost cost-effect could countri creat credenti cur current custom data date day day-to deadlin debrief decis depth describ descript design desir desk detail determin develop differ director discov discuss display dispos distract distribut divis domest domestoil dri durat eas east effect email end enquiri ensur esomar establish etc evalu everi examin exampl exclus execut exist expect experi explor exploratori extern extra far farina fee feel femal field fieldwork figur final find first five focus follow food form formal found four frame franc frequenc friday gather general generat give given go great green group ha1 harrow healthi heart heavi help high high-qual hoc hold home hour household human identifi import in-depth includ incorrect indic indirect industri inform initi insid inspect intend interest interim interlock intern interview introduc introduct involv issu itali italian j.w john join junior keep kept keynot kind know laid last latest launch lead leader life light like line list look ltd made main major make male manag mani margarin market marketplac match materi maximum may measur meet mention mid mid-april might mintel minut mix moder modif modifi mrs must n name nation natur need negat new next nigel noon normal north note nrs number object obtain offer oil oliv one onlin open open-end opportun origin outsid outstand overal overlap oxford packag page part particular pattern pay peopl per percentag perhap period person personnel pertin peterson phase pie pilot place plan platform pleas po point popul portfolio possibl post postal potenti powerpoint practic pre pre-cod prepar present presentation-report press price probe procedur product profession profil progress project promis promot prompt propos prove provid public publish purchase/access purpl purpos put qualit qualitative/desk qualiti quantifi quantit quantiti question questionnair quot quota record refin region relev rentli report request requir research reserv respect respond respons restaur right sale sampl search second secondari section sector see seek segment select send senior sent set sever shelf shop show sign sign-off sinc size skill skin slight sourc specialis specif spent spontan spread stage standard statist status store strength strong studi sub sub-object subject submit subsequ success suggest summaris supervis suppli swift tabl tabul take target team techniqu telephon ten term tgi think third three tight time timefram timet took toolbox total toward trade train transcript trend two type uk uncov understand underway univers us usag use user usual valuabl variabl varieti vat visual way weak web week weekend weight west whether widespread wine within word work would written www.researchforsuccess.com year