Methods- qualitative Sample Title References . XxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxXxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxXxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxXxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Research brief Methods- quantitative Secondary Sources * 200MKT Moderator’s discussion guide/topics list Introduction We are gathered here today to discuss snacks and particularly chocolate. We are looking for your experience of eating these products and would be grateful if you would taste them for us during the discussion. We will also to get you to write a few things down as well. (Ask for names and where they are from) What chocolates do you eat? What brands have you eaten in the last 2 weeks? When did you eat these brands? Can you describe the last chocolate you ate? What are the main reasons that you buy your favourite brand? Any particular attributes you look for? (PROMPT IF NEEDED – attributes e.g. sugar, size, low calories) Have you ever eaten rice cakes? What do you think we mean by a rice cake? Describe its appearance attributes (get participants to write down & draw the product) What do you think of the idea of a milk chocolate rice cake? https://www.youtube.com/watch?v=vGGSXSMvbzY (1:19) https://www.youtube.com/watch?v=tySlZ0y4Hvg (1:30) BLIND TASTE Have you eaten something like this before, if so when? What are your views on the chocolate/rice combination? How does it differ from the normal chocolate you eat? What do you think of the shape? Does it appear healthy? When would you eat this? Would you buy singularly? In multi-packs? SHOW PACKAGING Have you heard of the brand before? What are your views on: Gluten-free; Wheat-free; Genetically Modified-free (see label) (1) Does it appear healthy? How much would you expect the pack to cost? (2) (For info, RSP £1.40 in Tesco) Who do they see as the target market? Any difference by gender? (3) SHOW WEBSITE OF COMPANY http://www.natures-store.co.uk/ Their perceptions of the company? -ask to write/draw on a piece of paper, max 10 words FINISH Close/summarise/thank References 1 Mintel (2014) Cakes and cake bars mentions the opportunities for low fat, wheat free, gluten free products Daneshku, S. (2015) Healthy organic food sales buck industry trend. Financial Times, 24 February. Waitrose’s biggest sales are in organic chocolates and snacks http://www.ft.com/cms/s/0/c9cd66a2-bb9f-11e4-aa71-00144feab7de.html#axzz3yd5tCABh 2 Mintel (2015) The ethical food consumer, June notes concern over the cost of organic food and consumers becoming sceptical about low-fat claims 3 Mintel (2015) Biscuits, cookies and crackers, April report observes how rice cakes are more popular among women, 37% had eaten BCC in the past month, c ...

1. Methods-
qualitative
Sample
Title
References
.
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Research brief
Methods- quantitative
Secondary
Sources
*

2. 200MKT Moderator’s discussion guide/topics list
Introduction
We are gathered here today to discuss snacks and particularly
chocolate. We are looking for your experience of eating these
products and would be grateful if you would taste them for us
during the discussion. We will also to get you to write a few
things down as well.
(Ask for names and where they are from)
What chocolates do you eat?
What brands have you eaten in the last 2 weeks?
When did you eat these brands?
Can you describe the last chocolate you ate?
What are the main reasons that you buy your favourite brand?
Any particular attributes you look for?
(PROMPT IF NEEDED – attributes e.g. sugar, size, low
calories)
Have you ever eaten rice cakes?
What do you think we mean by a rice cake?
Describe its appearance attributes (get participants to write
down & draw the product)
What do you think of the idea of a milk chocolate rice cake?
https://www.youtube.com/watch?v=vGGSXSMvbzY (1:19)

3. https://www.youtube.com/watch?v=tySlZ0y4Hvg (1:30)
BLIND TASTE
Have you eaten something like this before, if so when?
What are your views on the chocolate/rice combination?
How does it differ from the normal chocolate you eat?
What do you think of the shape?
Does it appear healthy?
When would you eat this?
Would you buy singularly? In multi-packs?
SHOW PACKAGING
Have you heard of the brand before?
What are your views on: Gluten-free; Wheat-free; Genetically
Modified-free (see label) (1)
Does it appear healthy?
How much would you expect the pack to cost? (2)
(For info, RSP £1.40 in Tesco)
Who do they see as the target market?
Any difference by gender? (3)
SHOW WEBSITE OF COMPANY
http://www.natures-store.co.uk/

4. Their perceptions of the company?
-ask to write/draw on a piece of paper, max 10 words
FINISH
Close/summarise/thank
References
1 Mintel (2014) Cakes and cake bars mentions the opportunities
for low fat, wheat free, gluten free products
Daneshku, S. (2015) Healthy organic food sales buck industry
trend. Financial Times, 24 February. Waitrose’s biggest sales
are in organic chocolates and snacks
http://www.ft.com/cms/s/0/c9cd66a2-bb9f-11e4-aa71-
00144feab7de.html#axzz3yd5tCABh
2 Mintel (2015) The ethical food consumer, June notes concern
over the cost of organic food and consumers becoming sceptical
about low-fat claims
3 Mintel (2015) Biscuits, cookies and crackers, April report
observes how rice cakes are more popular among women, 37%
had eaten BCC in the past month, compared with 29% males.
Note the synthesis above
This is drawing together different sources of information and
comparing and contrasting them.
In seminar 2 we touched on this when we mentioned the view
that packaging influences people’s taste. If we did a Google
scholar search we would probably be able to find a number of
academic papers that support the Bititsios, (2012) findings on
orange juice containers. We might also find some that disagree.
In the above discussion guide we attempt to do this above by
using Mintel reports, the FT website and our own research. If
you do this in academic work you get HIGH marks, because it is
a skill, in that you show you can find information, understand it
and compare it with other sources.

5. Questions
As a class look at the Sherriffs Foods Ltd website, they are the
parent company (http://www.sherriffsfoods.co.uk/). Also take a
look at Nature’s Store (http://natures-
store.co.uk/index.html).What is their brand strategy regarding
rice cakes?
Are there any problems regarding “brand building” of the
nature’s store name?
What is the purpose of a research brief?
Why are we using focus groups here?
Let us use this research as an example to design a poster, see
template on the Moodle page
Faculty of Business and Law
Assignment Brief
Module Title:
Research for Marketing
Assignment Number
1
Module Code:
200MKT
Assignment Title
Research briefs and proposals

6. Assignment Weighting
60%
Release Date:
January 2017
Module Leader
Adrian Pritchard
Submission Date/Time:
3 April 2017 23:55:00
Submission
Time and Place:
Submission through both Turnitin (and physical submission for
the student conference on 31/3/17 – see details below)
Assessment Information
This assignment is designed to assess learning outcomes:
1. Develop and design a research proposal to address a given
business scenario
2. Design quantitative and qualitative research instruments to
address a given business scenario
This assignment is an individual assignment.
This assignment requires you to

7. Design an A3 size (29.7 x 42.0cm) poster using a software
package, such as PowerPoint, that includes
· A brief statement summarizing a research problem (100-200
words)
· An outline of: the research to be conducted; its aims and
objectives; and the sample. You are requested to describe both
quantitative and qualitative research that is to be undertaken. If
you choose only one of these methods you must explain why
you are not using the other. (400-500 words)
In addition to the poster you are to write a justification of the
research you propose. This explains the value of the research
and the information it will provide (500 words). Please do this
on a second PowerPoint slide and submit both the poster and the
research justification within the same file on Moodle – please
include references on both.
Background
In year one module 100MKT you mainly examined secondary
research. This module, 200MKT, follows on from that by
designing primary research in this assignment and analysing
data in coursework two. In the final year
you undertake a dissertation, 300MKT that allows you to
examine a marketing issue of your choice in detail. This
coursework can act as the basis for that module.
What we are attempting to do in this assignment is to write a
market research brief that outlines a problem faced by an
organization. You then design the research proposal to
investigate this problem.
You can choose the business issue yourself, so make it
something you are interested in, or if you are working at a
company or on placement next year base it on them. Examples
can be seen in the ten cases, p250-287 in the textbook, Wilson,

8. A. (2012) Marketing Research: An integrated approach (3rd
Ed), FT Prentice Hall.
The submission takes the form of an A3 poster together with a
500 word written piece justifying your choice of research. You
will need to submit a paper version of your poster only, as it
will be displayed at the Faculty research conference week
commencing 3 April 2017. You might also wish to refer back to
it for 300MKT in 2017-18.
You also need to submit your A3 posters on Friday 31 March
for the SMM student conference, rooms for submission are as
follows (note that you will need to print your poster using your
printing credits and physically hand it in one of these rooms
between either 9-11am or 1-4pm):
9am-11am: WM331
1pm-4pm: WM330
Remember attendance at the conference is an essential part of
your assessment.
Criteria for Assessment
Contents of brief
1
2
3
4
5
Explanation of qualitative research

9. 1
2
3
4
5
Explanation of quantitative research
1
2
3
4
5
Sampling details
1
2
3
4
5
Context of research
1
2

10. 3
4
5
Research justification
1
2
3
4
5
Standard of written work
1
2
3
4
5
Use of secondary sources
1
2
3
4
5

11. Poster design
1
2
3
4
5
Referencing
1
2
3
4
5
1 Poor
2 Satisfactory
3 Good
4 Very good
5 Excellent
Word Count
The word count is A0 poster plus a 500 word article
There will be a penalty of a deduction of 10% of the mark (after

12. internal moderation) for work exceeding the word limit by 10%
or more.
The word limit includes quotations, but excludes the
bibliography.
How to submit your assessment
The assessment must be submitted by 23.55:00 on 03/04/2017.
You can access the submission link through the module web.
· Your coursework will be given a zero mark if you do not
submit a copy through Turnitin. Please take care to ensure that
you have fully submitted your work.
· All work submitted after the submission deadline without a
valid and approved reason (see below) will be given a mark of
zero.
· Extensions of up to two calendar weeks can only be given for
genuine "force majeure" and medical reasons, not for bad
planning of your time. Please note that theft, loss, or failure to
keep a back-up file, are not valid reasons. The extension must
be applied for on or before the submission date. You can apply
for an extension by submitting an Examination/ Coursework
Deferral/Extension Application Form. Application Forms along
with the supporting evidence should go to the relevant Student
Support Office. For a longer delay in submission a student may
apply for a deferral.
· Students MUST keep a copy and/or an electronic file of their
assignment.
· Checks will be made on your work using anti-plagiarism
software and approved plagiarism checking websites.
GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT
Plagiarism
As part of your study you will be involved in carrying out
research and using this when writing up your coursework. It is
important that you correctly acknowledge someone else’s
writing, thoughts or ideas and that you do not attempt to pass
this off as your own work. Doing so is known as plagiarism. It

13. is not acceptable to copy from another source without
acknowledging that it is someone else’s writing or
thinking. This includes using paraphrasing as well as direct
quotations. You are expected to correctly cite and reference the
works of others. The Centre for Academic Writing provides
documents to help you get this right. If you are unsure, please
visit www.coventry.ac.uk/caw. You can also check your
understanding of academic conduct by completing the Good
Academic Practice quiz available on Moodle.
Moodle includes a plagiarism detection system and assessors are
experienced enough to recognise plagiarism when it occurs.
Copying another student’s work, using previous work of your
own or copying large sections from a book or the internet are
examples of plagiarism and carry serious consequences. Please
familiarise yourself with the CU Harvard Reference Style (on
Moodle) and use it correctly to avoid a case of plagiarism or
cheating being brought. Again, if you are unsure, please
contact the Centre for Academic Writing, your Academic
Personal Tutor or a member of the course team.
Return of Marked Work
You can expect to have marked work returned to you by 28
April 2017. If for any reason there is a delay you will be kept
informed. Marks and feedback will be provided online and face
to face. As always, marks will have been internally moderated
only, and will therefore be provisional; your mark will be
formally agreed later in the year once the external examiner has
completed his / her review.
Tips-background reading
Writing the brief
Course text p22-24 & Malta tourist case p275
Writing a market research brief (DOCX) The University of
Edinburgh www.ed.ac.uk/files/polopoly/fileManager/how-to-
write-a-research-brief.docx

14. How do you write a research brief? – Research Insight (MR
Consultancy)
http://research-insight.com/write-research-brief/
Examples of briefs
http://culturehive.co.uk/resources/research-brief-samples
Writing the proposal
Course text 27-33
Market research proposal template
https://www.pandadoc.com/market-research-proposal-template
How to write a marketing research proposal
http://yourbusiness.azcentral.com/write-marketing-research-
proposal-12852.html
Designing a poster
You can use PowerPoint or any other software package.
However, you need to make sure you can get it printed
For tips on design, see University of Leicester tutorial
http://www2.le.ac.uk/offices/ld/resources/presentations/designin
g-poster/designing-poster
How to create a research poster
http://guides.nyu.edu/posters
General tips
· Read the marking scheme carefully
· Proof read your work (spell check AND read it!)
· Clearly identify the sources of information you use, so the
reader can check them if they wish

15. · Reference it carefully using both in text citations and a list of
references at the end
· You need to justify/ explain your use of the themes suggested
in the focus group and on the questionnaire, this need not be
lengthy but make sure you give a reason
· You are asked for a minimum of three different sources. A
Mintel report counts as one as does the text book
· You are marked on how well you use the sources. So make
sure you relate the secondary sources to the case, explaining
why it is relevant
· For referencing see university guidelines
Assignment Brief Template
Page 3 of 5
Focus group
Issues discussed:
*Customer habits in
chocolate consumption
*Brands purchased,
attributes sorted
*Perception of Rice Cakes
*Blind taste

16. *Combination of rice & chocolate
*Perception of Packaging
*Time of consumption
*Price
*Gluten-free/GM issues
*Perception target market
*To understand customer’s
perception of
chocolate rice cakes
*Thoughts on: taste;
packaging; healthiness;
dryness; brand image;
consumption
*Time/reasons; target market;
Methods: Qualitative
Sample
An investigation by Nature’s Foods products into consumer’s
views on rice cakes
200MKT Rice Cakes Research Proposal
References
1. Mintel (2015) The ethical food consumer, June
Mintel (2015) Biscuits, cookies and crackers, April
Daneshku, S. (2015) Healthy organic food sales buck industry
trend. Financial Times, 24 FebruaryMintel 2014 Cakes and cake
bars
Research Brief
Methods: Quantitative
Secondary
Sources
*