Marketing Research Proposal

RESEARCH DESIGN:

The propose research will have three different methods of data collection:

Qualitative

1. Observation Studies: With this method we will identify shopping patterns of jewllery and consumer behaviour. (Preferences, motivations, attitudes)

2. Focus Groups: The objective is to gather information that helps to identify the right target that appeal to the Colombian jewellery in Australia and also identify the attitude towards the jewllery (likes, dislikes and price)

Quantitative

3. Survey: The objective is to identify people's opinions and attitudes to the use of Jewellery. Study Location: In Sydney- Northern Beaches

SAMPLE SIZE:

In order to guarantee the accuracy on the research, our proposal is to do:

-3 Focus groups with 3 different target markets

-20 Surveys – a questionnaire with 27 questions open and closed questions.

-1 Observational study – in the local markets such as Manly or the Rocks.

SAMPLING METHOD:

The research will be realized in the following targets:

1. Female, between 15 and 22 years old, Student at Secondary school or University, who likes to hang out with her friends, to go to shopping centers to check out the new fashion.

2. Female, between 23 and 30 years old, who works in an office or something similar; she can afford to spend money on what she wants.

3. Female, between 31 and 40 years old, she is professional, likes go out for dinner and catch up with friends, she is high maintenance, she likes to keep up on the fashion trends and be well presented in every occasion.

The respondents will be identified in shopping centres such as Warringah Mall and public places such as the Corso in Manly. They will be recognised in the way that they dress, age, and the accesories that they are wearing. They will be approached by our interviewer who is going to ask three screener questions.

Incentives such as bracelets and earings will be offered in order to increase the probability of response.

DATA ANALYSIS

Where possible, questions will be pre-coded, the data will be analysed in Excel by cross tab. Following the analysis stage, a report and a PowerPoint presentation will be created. A formal presentation of all findings and conclusions will be given on December 15, 2008. A final copy of the report summarizing the findings of all phases of the research will then be submitted.

TIME FRAME

The table below indicates our suggested timeframe for the object. This meets the deadlines set out in the brief.

Activity Feb Mar Apr May June

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Weeks TAFE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Brief

Prepare Proposal

Presentation Proposal

Acceptance Proposal

Prepare Observation Study

Run the Observation Study

Prepare Focus Group

Run the Focus Group

Analyse the focus groups outcome

Prepare the Questionnaire

Run the Questionnaire

Analyse