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The document outlines a comprehensive research proposal for a marketing course, detailing evaluation criteria across multiple components including problem definition, methodology, and reporting. It also discusses the historical context of political instability in Mexico and the Texas revolt, providing insights into dynamics between American settlers and Mexican authorities. Additionally, it covers the series of events leading to the U.S.-Mexico War and the implications of various treaties, particularly focusing on territorial expansion and the influence of Manifest Destiny.

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MKTG2010 Research Proposal Marking Schedule You must incorporate academic literature to support/justify your decisions. Problem Definition (4 marks) Overview of product (0.5 mark) Poor Fair Good Very Good Excellent Need for research (0.5 mark) Poor Fair Good Very Good Excellent MDP (0.5 mark) Poor Fair Good Very Good Excellent MRP (0.5 mark) Poor Fair Good Very Good Excellent Research Objectives (1 mark) Poor Fair Good Very Good Excellent Rationale for Research Objectives Poor Fair Good Very Good Excellent (0.5 mark) Methodology (8 marks)
Research Design (1.5 mark) Poor Fair Good Very Good Excellent Method of Administration (2 marks) Poor Fair Good Very Good Excellent Data Collection Form (2.5 marks) Poor Fair Good Very Good Excellent Sampling (2 marks) Poor Fair Good Very Good Excellent Evaluation (5 marks) Ethical Considerations (1.5 marks) Poor Fair Good Very Good Excellent Potential Limitations (2 marks) Poor Fair Good Very Good Excellent Timeline (0.5 mark) Poor Fair Good Very Good Excellent Rational link to MROs (1 mark) Poor Fair Good Very Good Excellent Report (3 marks) Format and Clarity (1 mark) Poor Fair Good Very Good Excellent Logic and Argument (1 mark) Poor Fair Good Very Good Excellent Referencing (and list) (1 mark) Poor Fair Good Very Good Excellent
Overall Mark: ______/20 The team member who submits the Research Proposal to Turnitin (one from each group) will be able to access feedback directly via Grademark. The following link illustrates how feedback can be viewed: http://www.newcastle.edu.au/ctl-resources/Learning-in-the- online-environment/newcastle/part03/p12.html II. Politics in Mexico • Mexico plagued by chronic political instability • 1821-1871- 50 Mexican presidents in office • 1821-1848-almost all presidents overthrown • Political factions: Centralists, Federalists, • Mexican politics prevents consistent approach to problems with Texas Revolt and Polk administration Mexico’s 1824 Colonization Act
• Permitted foreign immigration into Southwest • Plan intended to populate the region • Develop the region economically • Link the region with interior Mexico • “Mexicanize the region” • Buffer against American expansionism Provisions of the 1824 act • Immigrants Must: • Adopt Mexican citizenship • Be or become Catholics • Obey Mexican laws • Respect Mexican culture, customs and authority Provisions, continued • Economic incentives included: • No taxes for up to seven years • Purchase land in the following amounts:
• 640 acres per male • 320 per female • 160 per child • 80 per slave The Texas Revolt A. Permission to settle: Starting in 1821, Spain and then an Independent Mexico had granted permission to Catholic (North) Americans to settle the sparsely populated territory of Texas. B. Incentives for settlement: Soon there was a great influx of Americans settlers into Texas. The land was practically free--only 10¢ an acre as opposed to $1.25 an acre for inferior land in the U.S. Each male colonists over twenty-one years of age was allowed to purchase 640 acres for himself, 320 acres for his wife, 160 acres for each child and, significantly, an additional 80 acres for each slaves that he brought with him.
The numerical dominance of the American settlers: 1827: By 1827 there were some 12,000 United States citizens living in Texas, while there were only 7,000 Mexicans. 1835: By 1835 the immigrant population had reached 30,000, while the Mexican population had barely passed 7,800 The Mexican response to the influx of Americans 1. Slavery was abolished: The first important piece of legislation designed to prevent a further weakening of Mexican control was President Guerrero's emancipation proclamation of 1829. Because slavery as not important anywhere else in the republic, the measure was clearly directed at Texas. Although manumission was not immediately enforced, it was hoped that the decree itself would make Mexico less attractive to colonists from the U.S. South and would thus arrest immigration.
2. Forbiddance of further immigration: The colonization law of 1830 explicitly forbade all future immigration into Texas from the United States and called for the strengthening of Mexican garrisons, the improvement of economic ties between Texas and the remainder of Mexico by the establishment of a new coastal trade, and the encouragement of increased Mexican colonization. Texas Declaration of Independence • 1835 document declaring independence from Mexico • Outlines grievances against the Mexican government: lack of free trade, invasion of private property, lack of due process, etc. • Highly controversial for Mexico • President Antonio Lopez de Santa Anna declares war October 2, 1835—The Battle of Gonzales. The first battle of the Texas
Revolution begins when Santa Anna sends a detachment of Mexican Calvary to retrieve a cannon. Texans drive them back using the cannon. The battle flag used by the Texans features a picture of a cannon and the written dare "come and take it." The Goliad Affair: Mexican forces executed 365 Texan prisoners who had surrendered. Several weeks after the surrender of the Alamo, Genaral José Urrea engaged a force of Texans under the command of Colonel James W. Fannin at the small town of Goliad. Surrounded and
outnumbered, Fannin surrendered in the belief that he and his men would be afforded the recognized rights of prisoners of war. Realizing that the tenor of the war had been set at the Alamo, General Urrea wrote to Santa Anna urging clemency for Fannin and the other prisoners. Urrea then moved on to another engagement and left the Texas prisoners in the charge of Lieutenant Colonel Nicolás de la Portilla. Santa Anna, however, ordered Nicolás de la Portilla to execute the prisoners, which he promptly did despite some moral misgiving. All 365 prisoners were executed. The Treaty of Velasco • Declares the independence of the Texas region from Mexico
• Highly controversial treaty due to: • Conditions of its signing • Boundary line at the Rio Grande • Mexico’s refusal to ratify the agreement Republic of Texas 1836 - 45 • Texans declare independence and seek support from the British • Annexation causes crisis within Democratic Party. Party rallies around darkhorse James Polk who promises to annex Mexico. Polk wins in 1845 • June 1845 Polk sends Zachary Taylor to Nueces River to protect against invasion. III. Texas Boundary Dispute • Article 4, The Treaty of Velasco • Asserted the Rio Grande as Texas’ southern boundary • Mexico believes the boundary is at the Nueces • Maps in Mexico indicated the Nueces as the boundary in 1767,
1829, 1833, 1836 • Treaty of Limits: asserted the boundary at Nueces, Texas as Mexican territory (1831) • President James K. Polk supports Texas claims to the R.G. War with Mexico • November 1845 Polk sends John Slidell with offer of $30 million for Rio Grande/New Mexico and California • Mexico refuses to negotiate • Polk sends Taylor and his forces South of Rio Grande/conflict occurs and Polk has Congress declare war May 13, 1846 US Soldiers 1847 Illinois Volunteers Battles
• Stephen Kearney troops take over Santa Fe march toward California • John C. Fremont declare independence and “Bear Flag Republic” • A third force lands in the Gulf of Mexico and marches inland. September 14, 1847 U.S. flag is raised over the “Halls of Montezuma” (Mexico City) US Mexico War Battles Battle of California Battle Lines to Central Mexico San Patricio Battalion • By 1840s significant portion of Army Catholics from Germany and Ireland • Mexican propaganda attempted to rally Volunteers against Protestant
Tyranny • Irish American John Riley leads the St. Patrick’s Company in revolt against US army joins Santa Anna to defend Mexico City • Scott orders court martial and execution later amended • At the fall of Chapultepec Castle with the raising of the flag deserters executed Chapultepec Castle The Fall of San Cosme Gate Niños Héroes Niños Héroes Memorial Treaty of Guadalupe Hidalgo • Debate in Congress over what to do with territory • Decide too many foreign elements to attempt to assimilate
• Signed February 2, 1848 • Mexico cedes California, New Mexico, Arizona, Utah, Nevada, and Colorado Treaty of Guadeloupe Hidalgo ARTICLE VIII Mexicans now established in territories previously belonging to Mexico, and which to remain for the future within the limits of the United States, as defined by the present treaty, shall be free to continue where they now reside, or to remove at any time to the Mexican Republic, retaining the property which they possess in the said territories, or disposing thereof, and removing the proceeds wherever they please, without their being subjected, on this account, to any contribution, tax, or charge whatever. National identity in the new
republic (cont’d) B.Indians in the new nation 2. Early national policies a. Marginalization of Indians in constitution b. Appropriation of Indian lands under treaty system c. Ohio Valley conflicts and Treaty of Greenville i. Indian relinquishment of Ohio and Indiana lands ii. Establishment of “annuity system” d. Program to encourage American-style agriculture Government Policy • Chippewas, Mohawks, Oneidas, Onodagas move away from treaty and suggest they were not represented at the treaty talks • Begin to arrive in Philadelphia to argue for an end to land grab • U.S. enacts the Northwest Ordinance of 1787
Non-Governmental Actions • Land Speculators and Frontiersmen squat on land force tribal response • Frontiersmen then claim they were attacked by a tribe • Government forces a treaty or threatens to attack Techniques to Treaty signing • Bribery • Alcohol • Hard-sell Tactics • Deceit • Threats • Mis-identify leadership Campaign for Ohio • Settlers push North of the Ohio River and Shawanee and Miami under Little Turtle and Blue Jacket attack settlements
• October 19, 1790 forces under General Josiah Haramar defeated • November 4, 1791 another defeat with 623 of original American forces 1,400 dead Campaign for Ohio • Send Iroquois to negotiate, attempt rebuffed • Larger force prepared • August 20, 1794 defeat of forces of Shawnee, Delaware, Ottowa, Kickapoo • August 3, 1795 Greenville treaty signed with 2/3 of Ohio given up in exchange for protection of other lands • Set pattern for Westward Expansion National identity in the new republic A. Ethnic vs. civil criteria B. Indians in the new nation 1. Conflicting approaches of white Americans a. Exclusion b. Incorporation
Moving West and South • Americans believed that by beating British had conquered land and now available for occupation • By 1790 the land that is now Kentucky had a white population of 74,000; Tennessee 36,000 • Iroquois Confederation, Fort Stanwix Treaty of 1784 Image of Settlers • This Romantic vision of Daniel Boone leading a group of settlers into the Cumberland Gap (through Appalachian mountains) into Kentucky, Tennessee Tecumseh (Shawnee Leader) • With brother Tenskwatawa (a spiritual leader) led Indian resistance movement
• United diverse tribes under a singular worldview Pushmataha (Choctaw Leader) • Opposed Tecumseh attempts to create a united front • Believed that survival depended upon co-existence Outlooks on Survival • Southern tribes intermarried with British traders • Primarily traders • Adopted Western ways as opposed to traditional • Argued against warfare • Northern tribes remained separate • Primarily hunters • Attempted to maintain traditional ways
• Increasingly for warfare Conflict Increases • Tecumseh goes north with allies of different tribes to assist British at beginning of War of 1812 • Tecumseh named leader of Indian - British army • October 5, 1813 British retreat north leaving Tecumseh forces, battle Americans forces Tecumseh killed Manifest Destiny (Romantic Rationale) • God given duty to expand West • The greatest civilization in history should be spread • Attraction of Romantic Images of frontier Manifest Destiny (Practical Reasons) • Depression in 1818 and 1821 drove many to settle in frontier
• Exhaustion of Good Land • Panic of 1838 final straw for those attempting to settle in urban areas • Others (Indians and Mexicans) cannot use develop land as well The Panic of 1819 • Panic of 1819 - A downturn in the American economy in 1819 that plunged the nation into depression and economic hardship. Missouri Compromise of 1820 • By 1819 the majority of Northern States had outlawed slavery • Missouri petitioned to enter Union as slave state • Debate in Congress • Resolution by Henry Clay to admit Maine as a free state; no slavery south of 36 parallel and balance of free and slave states
The Five Civilized Tribes • Cherokee, Chickasaw, Choctaw, Creek, and Seminole • By the 1820s pressured by settlers had ceded land but still resided on parts of Georgia, Alabama, Mississippi, and Florida Indian Removal • Andrew Jackson elected in 1828, key part of platform was removal of Indians west of Mississippi • 1830 Indian Removal Act (fund allocated for the removal of Indians from Southern areas) Cherokee Fight Back • Cherokee Nation v. Georgia (1831); Worcester v. Georgia (1832) Chief Justice Marshall rules that Cherokee were domestic dependent nation that could not be forced out • Cherokee, Choctaw out by 1830 • Creek 1836 • 1838 Trail of Tears
Regional Divisions Regional Divisions U.S. circa 1850 Southern States Northern States Western Territories The United States The Rise of Sectionalism • Abolitionist call slavery a sin against God immediate end to slavery • Quakers appeal to moral sense • Beginning of a distinct approach to slavery and labor • Southerners note biological difference of slaves • Southerners defend on grounds of property and states rights • Southern slave owners
appeal to everyday man on race and close in on itself Underlying Causes for Tension • Expansion (Manifest Destiny) • Slavery • Land • Sectionalism Southern Interests • The Preservation of States Rights • The Extension of the Slave Labor system • The Preservation of Property Rights vis a vis slaves Northern Interests • Structural Changes and or limitations to the slave labor system • A measured opening of territories west of the Mississippi • Expansion of the industrial capital system
Western Interests • Massive opening of the land west of the Mississippi to exploration and settlement • Federal subsidization of east/west railways • Federal subsidization of agricultural research and development Anti-Abolitionism and the Abolitionist Response • “Gag Rule” - A procedural motion that required that the House of Representatives automatically table antislavery petitions and not consider them. The Proslavery Argument • “Peculiar Institution” - A term that John C. Calhoun coined to describe Southern slavery. In Calhoun’s view slavery was not “an evil” or a cause of shame but rather “a good—a positive good” to be championed.
The New Domestic Ideal • “Cult of True Womanhood” - A set of beliefs in which women’s values were defined in opposition to the aggressive and competitive values of the marketplace. The Path towards Seneca Falls • Seneca Falls Convention - A convention of women’s rights supporters, held in Seneca Falls, New York, whose resolves emphatically declared that “all men and women are created equal.” Triggers to Sectional Crisis • Wilmot Proviso of 1846 • Treaty of Guadalupe Hidalgo of 1848 • Discovery of Gold in California 1849 The Compromise of 1850
• California admitted Free, Texas Slave • All other territories would follow popular sovereignty • Slavery ended in District of Columbia • Passage of Fugitive Slave Act of 1850 The Coming Crisis • Senator and railroad baron proposes to build a transcontinental railroad with a terminus in Chicago Kansas - Nebraska Act 1854 • Would open Kansas - Nebraska Iowa - Missouri to popular sovereignty expansion • Whigs and Democrats split along sectional as opposed to party lines Consequences of K - N Act • Indians lose land guaranteed by treaty • Free soilers (anti-slavery) and border ruffians (pro-slavery) pour into the Kansas territory in anticipation of statehood vote for free or slave designation • John Brown and other bands roamed across countryside
Inflammation by Courts • Dred - Scott 1857 • Invalidates Missouri compromise by stating that feds no rights to limit movement of private property • Declare blacks free or slave not citizens • Throws case out of the court 1860 Election • Abraham Lincoln becomes first non-southerner to win the Presidency • Runs on an explicit anti-slavery ticket • Wins all Northern and no southern states Splitting the Union • Dec. 20 1860 South Carolina leaves the union followed by Mississippi, Florida, Alabama, Georgia, Louisiana, Texas
• February 1861 form the Confederate States of America (Jefferson Davis, President) • April 12, 1861 attack begins on Ft. Sumter • Virginia, Arkansas, Tennessee, and North Carolina join the Confederacy Union Response • Homestead Act (1862) • Pacific Railroad Act (1862) • Land Grant College Act (1862) The First Two Years • Lincoln in speeches makes it clear that the war is to unify the union not to end slavery • The Big Four (Stanford, Huntington, Crocker) capitalized with $15, 000 by 1869 had $200 million in personal fortunes • Government contracting created fortunes for Rockefeller, meat packers of Chicago
Lincoln’s Aims • Preserve the Union • Everything else secondary • Especially concerned about the border states • Call for 75,000 volunteers • Black volunteers rejected Lincoln’s Initial Position • Reluctant to move against slavery, 1861 • Border state loyalty • Supported compensated emancipation-colonization • Wanted to end slavery in border states, April 1862 • Warned border states to accept compensation or risk getting nothing, July 1862 Lincoln Moves toward Emancipation • Victory and Union tied to slavery issue • “Strike at the heart of the rebellion”
• Tells his cabinet, summer 1862 • William Seward warns Lincoln to wait • Montgomery Blair feared fall elections Black People Reject Colonization • Lincoln would not retreat from colonization (American Colonization Society) • Liberia • Haiti • Black people not interested Emancipation Proclamation • Limited to areas still in rebellion • Did not include border states • Changes war goals • Preserve the Union • Make people free
Effects of Proclamation on the South • Ended chance of foreign recognition • France and England removed from attempt to support Confederacy • Encouraged • Slaves to flee • Slaves to resist Black Men Fight for the Union • Emancipation Proclamation • Authorized black men to enlist • Union defeats and the need for manpower Black Men Fight for the Union • Discrimination and hostility • Segregated units
• White officers – Often held racist beliefs • Lower pay scale • White privates $13/month • Black privates $10/month Violent Opposition to Black People • New York City Draft Riot, July 1863 • Draft • Irish men angry • Black men had replaced Irish stevedores, June 1863 • Rich white northerners could purchase an exemption • Riot lasted four days – Colored Orphan Asylum – Churches – Republican and abolitionists houses destroyed Violent Opposition to Black
People • Union troops and slaves • Often treated slaves horribly • Rapes and assaults were not uncommon • Others found compassion for enslaved people • “I have no heart in this war if the slaves cannot be made free,” a Union soldier wrote. Refugees • Thousands of black people escaped bondage • Some followed Union armies • Others struck out on their own • Faced re-enslavement or execution if caught Black People and the Confederacy • Confederacy based on defense of slavery • Benefited from the labors of bonds people
• Toiled in fields • Worked in factories • Permitted more white men to serve in military Black People and the Confederacy • Impressment of black people • Military demands for manpower • Slave owners contributed slave labor – Built fortifications • Government first asked then compelled – Registration and enrollment of free black people military labor • “Twenty nigger law” • Exempted men who owned twenty slaves from draft Black People and the Confederacy • Confederates enslave free black people • Davis counter proclamation
• “All free negroes . . . shall be placed on the slave status and be deemed to be chattels. . . forever.” • Ordered Confederate armies to capture free black people in the North and enslave them. – Robert E. Lee, Pennsylvania 1863 Black Confederates • Free black people volunteered services • Show loyalty and gain white acceptance • Re-enslavement concerns • Southern leaders generally ignored offers unless for menial labor Black Enlistments • General Patrick Cleburne recommends, early 1864 • President Davis cease and desist order • Most southerners considered arming slaves appalling • Defied southern assumptions • “If slaves will make good soldiers our whole theory of slavery is wrong.”--Howell Cobb
• March 1865 Confederate Congress voted to enlist 300,000 • Receive same pay as white soldiers • Slaves freed only with consent of owners and state agreed Emancipation Proclamation • Second Confiscation Act of 1862 (abolished slavery) declared property of all persons supporting rebellion forfeit • Mo, Kty, Md, W VA and Del all had slaves fearful they might leave union if issue is slavery • 22 Sept 1862 Lincoln makes emancipation a war aim (blacks could join army) Total War • William Tecumseh Sherman begins march to sea in 1864 • General Grant marches another army from Washington to Richmond (one in eight of Grant’s army blacks) • Both live off land, scorched earth • Lee surrenders ( 9 April ‘65) Forty Acres and a Mule
• 13th amendment Jan 1865 passes both houses and abolishes slavery • Jan 1865 Sherman took land from Charleston to Florida to give black heads of households forty acres and lent them an army mule • Slaves abandoned cash crop and began to plant subsistence crops for the family The Death of Abraham Lincoln • Re-elected President 1864 • April 15, 1865 killed at Ford’s Theater by John Wilkes Booth End of Civil War Issues • South devastated, cotton knocked flat • Constitutional crisis with states • 4 million new citizens whose status completely undetermined
library.curtin.edu.au Put in Your Heading Curtin University Library APA Referencing Last updated August 2009 Note: this page is only an introduction to the APA (American Psychological Association) referencing system. For a comprehensive guide please refer to: American Psychological Association. (2001). Publication manual of the American Psychological Association (5th ed.). Washington DC: APA. It is very important that you check the assignment guide for your Department or School as some details, e.g. punctuation, may vary from the guidelines on this page. You may be penalised for not conforming to your school's requirements. What is Referencing? Referencing is a standardised method of acknowledging sources of information and ideas that you have used in your assignment in a way that uniquely identifies their source. Direct quotations, facts and figures, as well as ideas and theories, from both published and unpublished works, must be referenced.
There are many acceptable forms of referencing. This information sheet provides a brief guide to the APA referencing style for in-text citations and for creating the Reference List (examples are below). Within the text of the assignment the author’s name is given first, followed by the publication date. Include page numbers for direct quotations and also where it is useful to provide a page number. A reference list at the end of the assignment contains the full details of all the in-text citations. Why Reference? Referencing is necessary to avoid plagiarism, to verify quotations, and to enable readers to follow-up and read more fully the cited author’s arguments. Steps Involved in Referencing 1. Note down the full bibliographic details of the source from which the information is taken. Include the relevant page number(s). In the case of a book, ‘bibliographical details’ refers to: author/editor, year of publication, title, edition, volume number, place of publication and publisher as found on the front and back of the title page. (Not all of these details will necessarily be applicable).
In the case of a journal article the details required include: author of the article, year of publication, title of the article, title of the journal, volume and issue number of the journal, and page numbers. For all electronic information, in addition to the above you should note the date that you accessed the information, and the database name or web address (URL). 2. Insert the citation at the appropriate place within the text of the document (see examples below). 3. Provide a reference list at the end of the document (see examples below). In-Text Citations Use the name of the author, followed by the year of publication when citing references within the text of an assignment. Where authors of different references have the same family name, include the author’s 2 initials in the in-text citation i.e. (Hamilton, C. L., 1994) or C. L. Hamilton (1994). If two or more authors are cited at the same point in the text then they are included in the same
in-text citation, separated by a semicolon, e.g. (Brown, 1991; Smith, 2003). They are presented alphabetically by author. When directly quoting from another source, the relevant page number must be given and double quotation marks placed around the quote. When paraphrasing or referring to an idea from another source which is a book or lengthy text, include the relevant page number, as it is useful to provide a page number for the reader. How to Create a Reference List A reference list only includes books, articles etc that are cited in the text. In contrast, a bibliography is a list of relevant sources for background or for further reading. The reference list is arranged alphabetically by author. Where an item has no author it is cited by its title, and ordered in the reference list or bibliography alphabetically by the first significant word of the title. The APA style requires the second and subsequent lines of the reference to be indented, as shown in the examples below, to highlight the alphabetical order. Page numbers should only be included in in-text citations when directly quoting from another source. What is a Reference/Citation?
A reference or citation consists of the elements that allow the reader to trace the original book or article you have read or cited from. When citing a book you need the following elements, in this order: Author (year of publication): Book title. City of publication: Name of the publisher. For example, if you looked at a book with these elements: Author: Mack, Charles Year of publication: 2005 Title: Looking at the Renaissance: essays toward a conceptual appreciation Publisher: Taylor & Francis Place of Publication: London Your citation would look like this: Mack, C. (2005). Looking at the Renaissance: Essays toward a conceptual appreciation. London: Taylor & Francis. For a journal article, you need the following elements: Author(s) (year of publication): Title of article. Title of journal volume number (issue number): Page numbers.
Authors of article: Labonte, R. Schrecker, T. Year of publication: 2007 Tile of article: Globalisation and social determinants of health Title of Journal: Globalisation and Health Volume: 3 Issue: 7 Pages: 190-200 Your citation would look like this: Labonte, R., & Schrecker, T. (2007). Globalisation and social determinants of health. Globalisation and Health 3(7), 190-220. For information on citing electronic journals, see the examples in the list below. Books In-Text Example Reference List Example EndNote X1 (which reference type?) Single author The theory was first propounded in 1993 (Comfort, 1997, p. 58) OR Comfort (1997, p. 58) claimed that…
Comfort, A. (1997). A good age. London: Mitchell Beazley. Book 2 authors Madden and Hogan (1997, p.17)…. OR “… to achieve consistency” (Madden & Hogan, 1997, p. 45). Madden, R., & Hogan, T. (1997). The definition of disability in Australia: Moving towards national consistency. Canberra: Australian Institute of Health and Welfare. Book 3, 4 or 5 authors Guerin, Labor, Morgan, Reesman, and Willingham (2005, p. 6) found … Cite all authors the first time the reference occurs. Guerin et al. (2005, p. 6) found … In subsequent citations, include only the surname of the first author followed by et al. (not italicized and with a fullstop after “al”) and the year. Guerin, W. L., Labor, E., Morgan, L., Reesman, J. C., & Willingham, J. R. (2005). A handbook of critical approaches to literature. New York: Oxford University Press. Book
6 or more authors (Rodgers et al., 1996, p. 35) Rodgers, P., Smith, K., Williams, D., Conway, L., Robinson, W., Franks, F., et al. (2002). The way forward for Australian libraries. Perth: Wombat Press. Book No author (Employment the Professional Way, 2000) OR the book Employment the Professional Way (2000) Employment the professional way: A guide to understanding the Australian job search process for professionally qualified migrants. (2000). Carlton, Victoria: Australian Multicultural Foundation. Book 3 of 11 Examples of Referencing: Multiple works by same author University research (Brown, 1982, 1988) has indicated that…
Brown, P. (1982). Corals in the Capricorn group. Rockhampton: Central Queensland University. Brown, P. (1988). The effects of anchor on corals. Rockhampton: Central Queensland University. Order chronologically in the reference list. Book Multiple works published in the same year by the same author In recent reports (Napier, 1993a, 1993b) … Use a/b etc. to differentiate between works in same year. Napier, A. (1993a). Fatal storm. Sydney: Allen & Unwin. Napier, A. (1993b). Survival at sea. Sydney: Allen & Unwin. Order alphabetically by title in the reference list. Book Editor (Kastenbaum, 1993, p. 51) Kastenbaum, R. (Ed.). (1993). Encyclopedia of adult
development. Phoenix: Oryx Press. Edited Book Different Editions (Renton, 2004, p. 51) Renton, N. (2004). Compendium of good writing (3rd ed.). Milton: John Wiley & Sons. An edition number is placed after the title of the work - this is not necessary for a first edition. Book Encyclopedia or Dictionary The new Grove dictionary of music and musicians (1980, p.85) defined it as… Sadie, S. (Ed.). (1980). The new Grove dictionary of music and musicians (6th ed., Vols. 1-20). London: Macmillan. Edited Book Article or chapter in a book As discussed by Blaxter (1976)… Blaxter, M. (1976). Social class and health inequalities. In C. Carter & J. Peel (Eds.), Equalities and inequalities in health (pp. 120-135). London: Academic Press.
Book Section Article or chapter in a book – no author (“Solving the Y2K Problem,” 1997) Solving the Y2K problem. (1997). In D. Bowd (Ed.), Technology today and tomorrow (p. 27). New York: Van Nostrand Reinhold. Book Section Brochure (Research and Training Centre, 1993, p. 2) Research and Training Centre on Independent Living. (1993). Guidelines for reporting and writing about people with disabilities (4th ed.) [Brochure]. Melbourne: Author. The word ‘Author’ is used as the publisher when the author and publisher are the same. Book (put Author in Publisher) You will need to manually type [Brochure] after the title.
4 of 11 E-book (Pettinger, 2002, p. 45) Pettinger, R. (2002). Global organizations. Oxford: Capstone Publishing. Retrieved September 28, 2004, from NetLibrary database. Electronic Book (put September 28, 2004 in the Date Accessed field, NetLibrary in Name of Database.) Thesis (Jones, 1998, p. 89) Jones, F. (1998). The mechanism of Bayer residue flocculation. PhD Thesis. Curtin University of Technology. Retrieved December 21, 2005, from Curtin University of Technology Digital Theses. Thesis
(put PhD Thesis in Thesis Type, December 21, 2005 in Access Date, Curtin University of Technology Digital Theses in URL.) Conference Proceeding (Cutler, Frolich, & Hanrahan, 1997) OR As discussed by Cutler, Frolich and Hanrahan (1997) Cutler, L. D., Frolich, B., & Hanrahan, P. (1997, January 16). Two-handed direct manipulation on the responsive workbench. Paper presented at the 1997 Symposium on Interactive 3D Graphics, Stanford, CA. Retrieved June 12, 2000, from ProQuest 5000 database. Conference Proceeding (put 1997, January 16 in Year of Conference, Two-handed direct manipulation on the responsive workbench in Title, 1997 Symposium on Interactive 3D Graphics in Conference Name, Stanford, CA in Conference Location, June 12, 2000 in Access Date, ProQuest 5000 in Name of Database.)
Image in a book The poster “The 3 dark years” (Sexton, 2005, p. 184) Sexton, M. (2005). The great crash: The short life and sudden death of the Whitlam government. Melbourne: Scribe Publications. Book Print Journals In-Text Example Reference List Example EndNote X1 (which reference type?) Article As mentioned by Wharton (1996)… OR “… when abseiling” (Wharton, 1996, p. 8). Wharton, N. (1996). Health and safety in outdoor activity centres. Journal of Adventure Education and Outdoor Leadership, 12(4), 8-9. Journal Article Article – no author It’s a growing problem in the U.K. (“Anorexia Nervosa,” 1969)…
Anorexia nervosa. (1969). British Medical Journal, 1, 529-530. Journal Article 5 of 11 Newspaper article (Towers, 2000) Towers, K. (2000, January 18). Doctor not at fault: Coroner. The Australian, p. 3. Newspaper Article Newspaper article – no author (“Rate Rise,” 2005) Rate rise scares new home buyers away. (2005, April 29). Sydney Morning Herald, p. 35. Newspaper Article Press release (Watersmith, 2000) Watersmith, C. (2000, March 1). BHP enters new era, [Press release]. Melbourne: BHP Limited. Report (put 2000, March 1 in the Year field, Press release in Report Number, BHP Limited in Institution.)
Electronic Journals In-Text Example Reference List Example EndNote X1 (which reference type?) Full text from an electronic database (Madden, 2002) OR As Madden (2002) states… Madden, G. (2002). Internet economics and policy: an Australian perspective. Economic Record, 78, 343-58. Retrieved October 16, 2002, from ABI/INFORM Global database. Journal Article Full text from an electronic database – no author The Internet has had a huge impact on the Australian economy (“Internet Economics”, 2002)… Internet economics and policy: an Australian perspective. (2002). Economic Record, 78, 343-58. Retrieved
October 16, 2002, from ABI/INFORM Global database. Journal Article Full text newspaper, newswire or magazine from an electronic database – no author (“WA Packed,” 2004) WA packed with overseas appeal. (2004, November 12). The West Australian, p. 47. Retrieved November 13, 2004, from Factiva database. Newspaper Article (put November 13, 2004 in the Access Date field, Factiva in Name of Database.) Full text from Internet (Sopensky, 2002) Sopensky, E. (2002). Ice rink becomes hot business. Austin Business Journal. Retrieved October 16, 2002, from http://www.bizjournals.com/austin/stories/2002/10/14/ smallb1.html Electronic Article
(put October 16, 2002 in the Date Accessed field, http://www.bizjournals.com/austin/ stories/2002/10/14/smallb1.html in Database.) 6 of 11 Article from Curtin E-Reserve (Davidhizar & Dowd, 1997) Davidhizar, R., & Dowd, S. B. (1997). The art of giving an effective presentation. Health Care Supervisor, 15(3), 25- 31. Retrieved October 16, 2002, from Curtin University of Technology Library E-Reserve. Journal Article (put October 16, 2002 in the Access Date field, Curtin University of Technology Library E-Reserve in Type of Article.) Cochrane Review (Bunn, Byrne & Kendall, 2004) Bunn, F., Byrne, G., & Kendall, S. (2004, July 19). Telephone consultation and triage: Effects on health care use and patient satisfaction. Cochrane Database of Systematic Reviews, 2004(3), Article CD004180. Retrieved February 11, 2005, from The Cochrane Library Database.
* This example was provided by APA Journals in September 2006. Journal Article (put 2004, July 19 in the Year field, Cochrane Database of Systematic Reviews in Journal, Article CD004180 in Pages.) World Wide Web In-Text Example Reference List Example EndNote X1 (which reference type?) Document on WWW “It’s essential you learn how to reference” (Dawson, Smith, Deubert & Grey-Smith, 2002). Dawson, J., Smith, L., Deubert, K., & Grey-Smith, S. (2002). ‘S’ Trek 6: Referencing, not plagiarism. Retrieved October 31, 2002, from http://studytrekk.lis.curtin.edu.au/ Web Page
(use Access Date & URL fields for retrieved statement) Document on WWW – No author (Leafy Seadragons, 2001) Leafy seadragons and weedy seadragons. (2001). Retrieved November 13, 2002, from http://www.windspeed.net.au/~jenny/seadragons/ Web Page (use Access Date & URL fields for retrieved statement) Document on WWW – No date (Royal Institute of British Architects, n.d.) Royal Institute of British Architects (n.d.). Shaping the future: Careers in architecture. Retrieved May 31, 2005, from http://www.careersinarchitecture.net/ Web Page (put Royal Institute of British Architects
in the Author field, n.d. inYear, use Access Date & URL fields for retrieved statement Image on the web The image of the wasp (Wasps, hornets and yellowjackets, n.d.) Wasps, hornets and yellowjackets [Image] (n.d.). Retrieved November 28, 2005, from http://www.laters.com/ insects/hornets.htm Web Page Type [Image] manually after the title. 7 of 11 Government Publications In-Text Example Reference List Example EndNote X1 (which reference type?) Acts of Parlia- ment (including bills) The Commonwealth’s Copyright Act 1974….. (In future references, omit date)
Legislation is included in a list of references only if it is important to an understanding of the work. Set the list apart from the main body of the reference under the sub- heading 'Legislation'. Essential elements: Short Title of Act Year (Jurisdiction) eg: Copyright Act 1968 (Cwlth). If have used a section can do a pinpoint reference eg: Criminal Code (WA), s. 348 If legislation is obtained from an electronic database, add a retrieved statement as for electronic journal articles. Enter in-text citation manually Case (The State of New South Wales v. The Commonwealth, 1915) The State of New South Wales v. The Commonwealth (1915) 20 CLR 5. If case is obtained from an electronic database, add a re- trieved statement as for electronic journal articles. Case (put 20 CLR 5 in the Abbreviated Case Name field) You will need to edit the in-text citation for it to appear correctly Australian Bureau of Statistics Bulle-
tin (Australian Bureau of Statistics, 1999) Australian Bureau of Statistics. (1999). Disability, ageing and carers: Summary of findings (No. 4430.0). Canberra, Australian Capital Territory: Author. The word ‘Author’ is used as the publisher when the author and publisher are the same. Report (put No. 4430.0 in the Accession Number field, Author in Institution.) Australian Bureau of Statistics from AusStats (Australian Bureau of Statistics, 1999) Australian Bureau of Statistics. (1999). Disability, ageing and carers: Summary of findings (No.4430.0). Canberra, Aus- tralian Capital Territory: Author. Retrieved October 14, 2002, from AusStats database. Report (put No. 4430.0 in the Accession Number field, October 14, 2002 in Access Date, AusStats in Name of Database)
Census Informa- tion (Australian Bureau of Statistics, 2001) Australian Bureau of Statistics. (2001). Census of population and housing: B01 selected characteristics (First release processing) postal area 6050. Retrieved November 20, 2002, from AusStats database. Report (use Access Date & Name of Database fields for retrieved statement) 8 of 11 9 of 11 Government Re- port (Resource Assessment Commission, 1991) Resource Assessment Commission. (1991). Forest and timber enquiry: Draft report (No. 1). Canberra: Australian Gov- ernment Publishing Service. Report
(put No. 1 in the Accession Number field, Australian Government Publishing Service in Institution) Patent U.S. Patent No. 4554399 (1985) Cookson, A. H. (1985). Particle trap for compressed gas insu- lated transmission system. U.S. Patent 4554399. Patent (put Cookson, A. H. in Inventor, U.S. Patent 4554399 in Patent Number) Standard (Standards Australia, 1997) Standards Australia. (1997). Size coding scheme for infants' and children's clothing - Underwear and outerwear (AS 1182-1997). Retrieved January 10, 2006, from Standards Australia Online database. Report (put AS 1182-1997 in the Accession Number field, January 10, 2006 in Access Date, Standards Australia Online in Name of Database. Secondary Sources In-Text Examples Reference List Examples EndNote X1 (which reference type?)
Book … including neuralgia (Carini and Hogan, as cited in Thibodeau & Patton, 2002, p. 45) OR Carini and Hogan’s study (as cited in Thibodeau & Patton, 2002, p. 45) Thibodeau, G. A. & Patton, K. T. (Eds.). (2002).The human body in health and disease. St. Louis, Mo.: Mosby. Record the book that you actually used. Book (Carini and Hogan as cited in…) will need to be added manually in the in- text citation. Journal article Carini and Hogan’s study (as cited in Patton, 2002) OR “… origins of neuralgia” (Carini and Ho- gan, as cited in Patton, 2002, p. 2154) Patton, K. T. (2002). Neuralgia and headaches. Science, 400, 2153-55. Record the journal that you actually used. Journal Article
(Carini and Hogan as cited in…) will need to be added manually in the in- text citation. Other Sources In-Text Example Reference List Example EndNote X1 (which reference type?) Personal communication, e -mail and discus- sion lists with no web archive It was confirmed that an outbreak occurred in London (S. Savieri, personal communication, April 24, 1999). Not included in reference list as they cannot be traced by the reader. Enter in-text citation manually. Films and videorecordings (Scorsese & Lonergan, 2000) Scorsese, M. (Producer), & Lonergan, K. (Writer/Director). (2000). You can count on me [Motion picture]. United States: Paramount Pictures.
Film or Broadcast (put Scorsese, M and Lonergan, K in the Director field, Writer/Director in Alternate Title, Motion picture in Medium, United States in Country, Paramount Pictures in Distributor) You will need to edit the citation in your Word document to add (Producer) Television and radio programmes (Crystal, 1993) Crystal, L. (Executive Producer). (1993, October 11). The MacNeil/Lehrer news hour [Television broadcast]. New York and Washington, DC: Public Broadcasting Service. Film or Broadcast (put Crystal, L. in the Director field, Executive Producer in Alternate Title, October 11 in Date Released, Television broadcast in Medium, New York and Washington DC in Country, Public Broadcasting Service in Distributor) Podcast (Seega & Swan, 2005) Seega, B. (Producer) & Swan, N. (Presenter). (2005, November 28). Adult ADHD [Podcast radio programme]. Sydney: ABC Radio National. Retrieved November 29,
2005, from http://www.abc.net.au/rn/talks/8.30/helthrpt/ Film or Broadcast (put the producer and presenters’ names in Director, 2005, November 28 in Year, Sydney in Country, ABC Radio National in Distributor, Podcast radio programme in Medium, Presenter in Alternative Title, November 29, 2005 in Access Date, http://www.abc.net.au/rn/talks/8.30/ helthrpt/ in URL. You will need to edit the citation in your Word document to add (Producer) 10 of 11 It is very important that you check the assignment guide for your Department or School as some details, e.g. punctuation, may vary from the guidelines on this page. You may be penalised for not conforming to your school's requirements Computer Software (Miller, 1993) Miller, M. E. (1993). The interactive tester (Version 4.0) [Computer software]. Westminster, CA: Psytek Services. Computer Program
(put Miller, M. E. in Programmer, 4.0 in Version, Computer software in Type) ERIC document (microfiche) Davis and Lombardi (1996) put forward the proposal that… Davis, R. K., & Lombardi, T. P. (1996). The quality of life of rural high school special education graduates. In Rural goals 2000: Building programs that work [Microfiche]. (ERIC Document No. ED394765). Generic (put Rural goals 2000: Building programs that work in Secondary Title, Microfiche in the Type of Work field, ERIC Document No. ED394765 in Publisher) E-mail discussion list – web archive (Little, 2002) Little, L. (2002, April 16). Two new policy briefs. Message posted to ECPOLICY electronic mailing list, archived at http://www.askeric.org/ Virtual Listserv_Archives/ECPOLICY/2002/Apr_2002/ Msg00003.html
Web Page (put 2002, April 16 in the Year field, Message posted to ECPOLICY electronic mailing list, archived at http://www.askeric.org/VirtualListserv_Ar chives/ECPOLICY/2002/Apr_2002/Msg0 0003.html in Access Year.) 11 of 11 << /ASCII85EncodePages false /AllowTransparency false /AutoPositionEPSFiles true /AutoRotatePages /None /Binding /Left /CalGrayProfile (Dot Gain 20%) /CalRGBProfile (sRGB IEC61966-2.1) /CalCMYKProfile (U.S. Web Coated 050SWOP051 v2) /sRGBProfile (sRGB IEC61966-2.1) /CannotEmbedFontPolicy /Error
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best suited for high-quality prepress printing. Created PDF documents can be opened with Acrobat and Adobe Reader 5.0 and later.) >> /Namespace [ (Adobe) (Common) (1.0) ] /OtherNamespaces [ << /AsReaderSpreads false /CropImagesToFrames true /ErrorControl /WarnAndContinue /FlattenerIgnoreSpreadOverrides false /IncludeGuidesGrids false /IncludeNonPrinting false /IncludeSlug false /Namespace [
(Adobe) (InDesign) (4.0) ] /OmitPlacedBitmaps false /OmitPlacedEPS false /OmitPlacedPDF false /SimulateOverprint /Legacy >> << /AddBleedMarks false /AddColorBars false /AddCropMarks false /AddPageInfo false /AddRegMarks false /ConvertColors /ConvertToCMYK /DestinationProfileName () /DestinationProfileSelector /DocumentCMYK
/Downsample16BitImages true /FlattenerPreset << /PresetSelector /MediumResolution >> /FormElements false /GenerateStructure false /IncludeBookmarks false /IncludeHyperlinks false /IncludeInteractive false /IncludeLayers false /IncludeProfiles false /MultimediaHandling /UseObjectSettings /Namespace [ (Adobe) (CreativeSuite) (2.0) ] /PDFXOutputIntentProfileSelector /DocumentCMYK
/PreserveEditing true /UntaggedCMYKHandling /LeaveUntagged /UntaggedRGBHandling /UseDocumentProfile /UseDocumentBleed false >> ] >> setdistillerparams << /HWResolution [2400 2400] /PageSize [612.000 792.000] >> setpagedevice MOTHER – RESEARCH PROPOSAL OVERVIEW Mother is an energy drink produced by The Coca-Cola Company, which is marketed in Australia and New Zealand. Mother is targeted towards young males and includes guarana, ginseng and the Amazon berry acai as key ingredients
(Datamonitor 2010). It was formulated and introduced to the market in 2007 to compete with Red Bull and V (Datamonitor 2010). The original Mother formula was largely unsuccessful and after 18 months on the market, the beverage’s formula and packaging were re-vamped following extensive market research (Entertainment Close-Up 2010). The new formula of Mother has been successful and is a natural juice-based drink. A natural focus acted as a point of difference to set Mother apart from Red Bull and V. “By juxtaposing this healthy formulation with tattoo-like designs on the can, the beverage aimed to gain appeal as a natural-based energy drink with attitude” (Datamonitor 2010 pp. 5). However, there is greater scope to emphasise health in a new product extension beyond the ‘all-natural’ claim that is being used at the moment. For example, added vitamins, added minerals, low calorie, low GI or sugar-free claims. NEED FOR RESEARCH This project assumes that Mother is not performing well relative to competitors. One way to help regain market share may be to launch a new flavour of energy drink as a product extension. “The most popular claims in energy drinks have a more healthy focus, with the top three leading claims of this period being ‘natural’, ‘high in vitamins’
and ‘low in fat’” (Datamonitor, 2010, pp. 2). There is a growing trend towards healthy energy drinks and functional nutritional drinks, which fill a need for consumers (Jacobsen, 2011). “A lot of consumers who are energy drink users show interest in hybrid products like juice-based energy drinks or tea-based energy drinks… so those kinds of products can expand the market beyond what consumers are drinking now” (Jacobsen, 2011). Management needs to decide whether a new product extension that features a healthy point of difference, will meet a need in the energy drink market. By meeting this need, Mother can encourage switch over from competitor brands that may not offer this option, or entice potential energy users into the market, therefore increasing market-share. MDP Should Coca-Cola introduce a new flavour of Mother energy drink, that has a health focus, to increase market-share? MRP Do consumers in the target population have positive attitudes towards healthy energy drinks and what aspects of health/nutrition do consumers value most in an energy drink?
TARGET POPULATION - The target population for the study will be 15-24 year old consumers in the Australian domestic market, including energy drink users and potential energy drink users. This age group has been chosen because “ the 15–24 year old age group purchases the most energy drinks” (Datamonitor, 2010 pp. 2). OBJECTIVES 1) To determine if consumers in the target population deem the nutritional value of energy drinks to be important (cognitions). 2) To identify consumers feelings towards healthy energy drinks (affect). 3) To determine consumer’s purchase intention in relation to healthy energy drinks (conations). 4) To identify the aspects of health and nutrition that these consumers value most in energy drinks (preferences). RATIONALE FOR OBJECTIVES The first three objectives aim to determine consumer’s attitudes towards healthy energy drinks. As attitudes are comprised of thoughts, feelings and
actions, three separate objectives have been used to measure the totality of consumer attitudes. Knowing consumer attitudes will help managers predict how successful a new healthy formula will be in generating increased sales and market-share and improving Mother’s competitive position. The fourth objective will provide managers with insight into which of the popular marketing ‘health’ claims will be most successful for Mother in the formulation of a new product. RESEARCH DESIGN A descriptive research design will be used, as the main purpose of this research is to generalise about and describe characteristics of the target population (Zikmund et al, 2011). “Descriptive studies are based on some previous understanding of the nature of the research problem” and the descriptive research will provide conclusive and accurate information to justify a course of action (Zikmund et al, 2011, pp. 23). Secondary research has already uncovered that there is a potential need in the market for energy drinks that have more of a heath focus. The proposed descriptive research
will build on this initial understanding and provide results that can suggest a course of action for management. The descriptive research will be based on a communication design format (i.e. a questionnaire) rather than observation research. DATA COLLECTION FORM The data collection form will be a questionnaire. This will provide the researcher with an inexpensive, quick, accurate and efficient means of assessing population characteristics (Zikmund et al, 2011). This will be a cross-sectional study, as the research aims to describe market characteristics at the current point in time (Zikmund et al, 2011). Therefore respondents will be questioned only once. Questions will be undisguised as it is assumed the respondents will be willing to reveal the information relevant to our marketing research objectives. The undisguised format is
appropriate because the questionnaire will not deal with personal or sensitive topics or issues that may be threatening to a person’s self-concept. The questionnaire will use fixed alternative questions, allowing for a high degree of standardisation to be imposed on the questionnaire (Zikmund et al, 2011). Closed questions allow the responses to be easily analysed and encoded into quantitative analysis. The closed questions will incorporate dichotomous, scale questions, a filter question and a checklist question that uses a numbering system. The formal questionnaire uses a funnel technique. General questions are asked at the start, with more detailed and specific questions placed towards the end. There are two reasons for this. Firstly, the general questions at the beginning will make the respondents feel relaxed and confident in answering the questionnaire. Secondly, the funnel system minimises bias, because when the specific questions are placed at the end, they do not influence the responses given to the general questions.
The formal questionnaire will use a paging layout. The paging layout will have one question per page, with a status bar at the top of the page indicating how much of the questionnaire the respondent has completed (this will improve the chances of respondents completing the entire questionnaire). Respondents will be required to enter an answer before being allowed to proceed to the next page, as this will avoid skipped questions (i.e. error trapping using forced answering software). METHOD OF ADMINISTRATION The questionnaires will be distributed via electronic interactive media over the internet, where feedback can be given immediately. This will reduce costs (less handling of paper) and reduce the time it takes to undertake the research (due to the quick response time and fast distribution) (Zikmund, 2011). There is a large proportion of 15-24 year-olds who would never consider consuming energy drinks and so these consumers will be excluded. The research
will instead focus on whether current or potential energy drink users have a need for a healthier version. Firstly, a screening questionnaire will be used to compile a database of current and potential users from the target market (see appendix A). The screening questionnaire will be posted in the form of an advertisement on a social networking site such as Facebook, where a high proportion of the users are in the 15-24 year-old age bracket. Participants will be offered the chance to win an iPhone 4 if they complete the short screening questionnaire. The responses will then be sorted and the current and potential energy drink users in the 15-24 year-old age bracket (who have given permission to be contacted with a further survey) will be compiled in a database. This database will become the sampling frame. A random sample will be chosen from this sampling frame. The Respondents will be emailed a link to a web address where they can go to complete the survey. The website will keep all
the data entered in a central location. Participants will be offered the opportunity to go into a draw to win a prize (e.g. Apple iPad) as an incentive for completing this questionnaire. If the required number of responses is not received, a further random sample will be chosen from the database and emails will be sent out. This process will continue until the desired sample size is achieved. A sampling without replacement method will be used to avoid having respondents complete the questionnaire twice. The questionnaire will be tested first using a pilot study, to make sure questions are targeted correctly (Zikmund et al, 2011). The test will involve a small number of respondents from the database. Once the questionnaire has been finalised, it will be sent out to the formal sample. SAMPLING TECHNIQUE A probability sampling technique will be used to choose respondents from the sampling frame. Probability sampling means that each sampling unit has an equal, non-zero chance of being chosen, and these results can be projected to the population (Zikmund et al, 2011).
This research will use simple random sampling, where a random number generator will be used to choose participants from the database. SAMPLE SIZE: The initial screening test will aim to achieve a large response rate. The formal sample will be 300 respondents. This target of 300 has been chosen based on similar academic research exploring consumer preferences (Choi et al 2010). There is a degree of sampling frame error present in this process. Not all current and potential energy drink users will sign up to complete the screening test. This means that our sampling frame may be limited in terms of its representation of the target population. EVALUATION OF ETHICAL CONSIDERATIONS Researchers should maintain anonymity of respondents. Maintaining anonymity reduces respondent anxiety and lessens the fear of losing social status (Joinson, 1999). If a firm breaches anonymity, this will negatively impact the firm’s reputation, credibility and public image. “Not only is the respondent the loser, but also the client pays a toll in terms of higher
costs, a damaged reputation, and possible legal actions” (Casey et al, 2001, p. 105). Research also needs to be undertaken in a non-intrusive way. For example, posting the questionnaire on Facebook allows the respondent to have the power to accept or decline the offer to participate. Another issue is data security. Data gathered via the internet is more vulnerable to attack from hackers compared to data gathered by paper questionnaires (Fox et al, 2003). Therefore the database must be secured against hackers and viruses, and personal details must only be used for the purpose stated on the questionnaire. Details should not be disclosed to third parties. Finally, the respondents should be provided with feedback, thanked for their participation and "informed that a summary of the findings will be available at the research web-site in due-course" (Fox et al, 2003, p. 179). POTENTIAL LIMITATIONS
A range of extraneous variables may act as potential limitations. These are events that are external to the research but occur at the same time, reducing the level of responses (Zikmund et al, 2011). These events may include family issues, personal problems, career issues, health issues or even technical dramas. The maturation of time may impact the degree of responses collected as respondents could potentially change their email address following their submission. This would eventuate in the questionnaire being sent to an incorrect email address, resulting in a lost respondent (Zikmund et al, 2011). ‘Mortality’ may act as a potential limitation as respondents may be out of the country or unable to access their email, resulting in the loss of test units (Zikmund et al, 2011). Due to the questionnaire taking place online, long questions cannot be included as respondent interest may be lost. Also complex questions cannot be explained once the questionnaire is sent out.
Research suggests that respondents feel more comfortable answering questions that include a ‘don’t know’ option (Fox et al, 2003, p. 179). However, as respondents may tick this option for many responses, this could potentially limit the accuracy of the research. Budget constraints may also impact the research. Web-based questionnaires are 38% cheaper than mail surveys and data collection time is much shorter (Schleyer & Forrest, 2000), therefore an online questionnaire is appropriate for a small budget. A further limitation for web-based questionaries is that internet users may not represent the entire population. “Those who have web access and those who do not may have different opinions, and thus the usefulness of web-based questionnaires depends on the population under study” (Cole, 2005, p. 422). This is an example of coverage error. Further limitations include poor completion rate of questionnaires, untruthful responses,
people misrepresenting themselves or multiple submissions of the same questionnaire. TIMELINE See appendix C. RATIONALE FOR RESEARCH DESIGN The research question seeks to define the needs/attitudes of the target population, and provide managers with conclusive results that can be projected to the population (descriptive focus). The research is not looking for in-depth understanding of why these needs/attitudes exist (exploratory focus), and it is not looking to explain the relationship between two variables (causal research). Therefore quantitative analysis in the form of a descriptive research design is appropriate. A questionnaire was used rather than observation because you cannot observe people’s attitudes.
REFERENCES - Casey, M., Dickson, J. P., Wyckoff, D., & Wynd, W. (2001). Invisible Coding of Survey Questionnaires. Public Opinion Quarterly, 41(1), 100-112. - Choi, T., Liu, N., Liu, S., Mak, J., & To, Y. (2010). Fast fashion brand extensions: an empirical study of consumer preferences. Journal of Brand Management, 17(7), 472 - Cole, T. S. (2005). Comparing Mail and Web-Based Survey Distribution Methods: Results of Survey to Leisure Travel Retailers. Journal of Travel Research, 43(4), 422-430. doi 10.1177/0047287505274655 - Datamonitor. (2010). Mother energy drink case study. Retrieved 15/09/2011 from http://0- web.ebscohost.com.library.newcastle.edu.au/ehost/pdfviewer/pd fviewer?vid=3&hid=8&sid =c9531b5a-46b5-4144-a4ec-5d38f32455e3%40sessionmgr15 - Denscombe, M. (2006). Web-Based Questionnaires and the Mode Effect: An Evaluation
Based on Completion Rates and Data Contents of Near-Identical Questionnaires Delivered in Different Modes. Social Science Computer Review, 24(2), 246- 254. doi: 10.1177/0894439305284522 - Dillman, D. A. (2000). Mail and Internet Surveys: The Tailored Design Method. New York: John Wiley. - Entertainment Close-Up. (2010). Research and Markets Offers Report: Functional Drinks in Australia. Retrieved 15/09/2011 from http://0- proquest.umi.com.library.newcastle.edu.au/pqdweb?index=4&di d=2217384101&SrchMode =2&sid=3&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VN ame=PQD&TS=1315891937&cli entId=29744 - Fox, J., Murray, C., & Warm, A. (2003). Conducting research using web-based questionnaires: practical, methodological, and ethical considerations. International Journal of Social Research Methodology, 6(2), 167-180. doi: 10.1080/13645570210142883 - Google Finance (2011). The Coca-Cola Company. Retrieved
19/08/2011, from http://www.google.com/finance?q=coca-cola# - Jacobsen, J. (2011). Drinks and shots see energised sales. Beverage Industry, 102(8), 12 - Joinson, A. (1999) Social Responsibility, anonymity, and internet-based questionnaires. Behaviour Research Methods, Instruments & Computers, 29, 274-279. - Schleyer, T., & Forrest, J. L. (2000). Methods for the Design and Administration of Web- Based Surveys. Journal of the American Medical Informatics Association, 7(4), 416-425. - The Coca-Cola Company. (2011). Products. Retrieved 19/08/2011, from http://www.thecoca-colacompany.com/brands/index.html - Zikmund, W. G., Ward, S., Lowe, B., Winzar, H., & Babin, B. J. (2011). Marketing Research. Cengage Learning Australia Pty Ltd
APPENDIX A – SCREENING TEST NOTE: Italicised writing will not appear in the consumer questionnaire. INSTRUCTIONS - Complete this short questionnaire to be in the draw to WIN an Apple iPhone 4! - Tick the box that best describes you and your preferences. - The information given in this questionnaire will be stored securely and your personal details will not be disclosed to third parties. - Read Coca-Cola Australia’s privacy policy here. 1) Do you drink energy drinks? (identification of current energy drink users) Yes (go to question 3) No (go to question 2) 2) Would you consider drinking energy drinks if there was a healthier version available? (identification of potential energy drink users) Yes
No 3) I am: Male Female This is required to make sure that when the simple random sample is taken, it is not comprised only of males or only of females. While the main purchasers of energy drinks in Australia are young adult males (Datamonitor, 2010), a key finding of this research may be that a healthy version will appeal greatly to females and Mother could therefore expand their market-share by creating a product that appeals to these females. 4) How old are you? 0-14 years old 15-24 25 years or above 5) What is your email address? We require this information so that we can notify you if you win the prize.
6) Tick the box if you would like to be contacted by Coca-Cola Australia about future short surveys where you have the chance to win prizes. Thank you for participating in this questionnaire. We will contact you in the event that you win the prize. Those who fit the 15-24 year-old category, who have indicated that they are current energy drink users or who would consider purchasing a healthy energy drink AND who have given permission to be contacted, will be chosen for the database. APPENDIX B – FORMAL QUESTIONNAIRE STUDY OF CONSUMER PREFERNECES FOR HEALTHY ENERGY DRINKS STATUS BAR – Indicates the proportion of the survey completed INSTRUCTIONS - Complete this short questionnaire to be in the draw to WIN an
Apple iPad! - Tick the box that best describes you and your preferences. - The information given in this questionnaire will be stored securely and your personal details will not be disclosed to third parties. - Read Coca-Cola Australia’s privacy policy here. (Screening section –Including these questions will enable analysts to track the interest in energy drinks of potential users compared to current users) 1) Are you: Male Female 2) What is your age? 0-14 15-24 25 years or above 3) Do you drink energy drinks?
Yes (go to question 5) No (go to question 4) 4) Would you drink energy drinks if there was a healthier version available? Yes No (Section specific to answering the research objectives) 5) Indicate your level of agreement with the following statement: The nutritional value of energy drinks is important to me. (Cognitions) Strongly Disagree Disagree Neutral Agree Strongly Agree 1 2 3 4 5 6) How do you feel about energy drinks that have healthy formulas? (Affect) Very negative Negative Neutral Positive Very positive
feelings feelings feelings feelings feelings 1 2 3 4 5 7) How likely is it that you would buy a healthy energy drink? (Conations/purchase intention) Won’t Probably Neutral Might Will definitely purchase won’t purchase purchase purchase 1 2 3 4 5 8) Number the boxes from 1 to 10 (with 1 being the feature that is most important to you when choosing an energy drink, and 10 being the least important feature): (Consumer preferences: The order of items in this list will be randomised each time via computer programming so as to avoid bias)
Low sugar Added vitamins Added minerals Low fat Low glycaemic (low GI) High antioxidants High protein No carbonation (no bubbles) Low calories All natural ingredients OR tick the box here if none of these elements are important to you. 9) How likely is it that you would buy a tea-based energy drink? Won’t Probably Neutral Might Will definitely purchase won’t purchase purchase purchase 1 2 3 4 5
10) How likely is it that you would buy a fruit juice-based energy drink? Won’t Probably Neutral Might Will definitely purchase won’t purchase purchase purchase 1 2 3 4 5 11) What is your email address? We require this information so that we can notify you if you win the prize. Thank you for participating in this questionnaire. We will contact you in the event that you win the prize. APPENDIX C - Research Timeline October/November 2011
Task name: Oct- 03 Oct- 10 Oct- 17 Oct- 24
M T W T F S S M T W T F S S M T W T F S S M T W Undertake secondary research (current consumer needs/market trends) Set research question and objectives Determine research design Data collection methods Plan method of administration Determine sampling technique
Research potential limitations Consideration of ethical issues Construct questionnaire Post screening survey Check screening survey links work Sort responses and compile database Conduct pilot study Evaluate and finalise questionnaire
Task name
Oct- 31 Nov- 07 Nov -14 T F S S M T W T F S S M T W T F S S M T W T F Create online web link and check it works Send out formal questionnaire Monitor incoming submissions of questionnaires Thank respondents Encode data into SPSS
Analyse data Evaluate results, conclude findings Prepare report Present findings to relevant stakeholders 1 Group Final Research Project
2 Table of Contents Problem Definition ............................................................................................... .......................... 3 Overview of The Coca-Cola Company ................................................................................... 3 Background to the problem................................................................................... .................. 4 MDP: ............................................................................................... .................................................. 5 MRP ............................................................................................... ................................................... 5 MRO’s ............................................................................................... ................................................ 5 Rationale of the MRO’s ............................................................................................... ............... 5
Method ............................................................................................... ................................................. 6 Research Design ............................................................................................... ........................... 6 Method of Administration ............................................................................................... ......... 7 Sampling Technique ............................................................................................... .................... 8 Evaluation ............................................................................................... ........................................... 9 Ethical Considerations ............................................................................................... ............... 9 Potential Limitations ............................................................................................... ................ 10 Timeline ............................................................................................... ........................................ 11 Rational Link to MRO’s ............................................................................................... ............. 11
Appendix ............................................................................................... ........................................... 12 One ............................................................................................... .................................................. 12 Focus Group – Moderators Guide ............................................................................................ 12 General Introduction ............................................................................................... ................ 12 Directions .................................................................................. ............. ...................................... 12 Group Interaction ............................................................................................... ................................. 12 Game – “Fact or Fiction” ............................................................................................... .................... 12 Dialogue of required topics to cover .................................................................................. 13 Closing Questions and Answers ............................................................................................... ...... 16 Reference List
............................................................................................... .................................. 17 3 Problem Definition Overview of The Coca-Cola Company The Coca-Cola Company (TCCC) is the world’s largest beverage company and operates in more than 200 countries (The Coca-Cola Company, 2011). TCCC has more than 3,500 beverage products and manufactures concentrate, beverage bases, and syrups and sells these ingredients to bottling operations(The Coca-Cola Company, 2011). Marketing activities primarily consist of print and televised advertisements, online programs, retail store displays, sponsorships, contests and package design (The Coca-Cola Company, 2011). The focus of TCCC is on the creation of
beverages and marketing them in order to effectively meet the diverse and dynamic needs and desires of consumers globally (The Coca-Cola Company, 2011). TCCC prides itself on being innovative and claims that this is what sets them apart from their competitors (The Coca-Cola Company, 2011). TCCC is close to world dominance of the soft-drink beverage industry (Chaurasia, 2005). In the U.S.A TCCC captures 44 per cent of the market compared to Pepsi’s 31 per cent, it also outperforms Pepsi 3 to 1 overseas and boasts the world’s five leading soft-drink brands (Chaurasia, 2005). Pepsi is still a fierce competitor to TCCC and is now emphasising its efforts abroad by focusing on emerging markets such as China, India and Indonesia (Chaurasia, 2005). These markets comprise of half the world’s total population (Chaurasia, 2005). With their young demographic, exploding incomes and underdeveloped soft-drink market they represent major potential
for TCCC and Pepsi (Chaurasia, 2005). 4 Background to the problem Few brands can boast the long term success of TCCC (McElhatton, 2011). Now celebrating its 125th anniversary there are many aspects of TCCC to admire: idiosyncratic packaging, global distribution and consistent advertising (McElhatton, 2011). However, there are many challenges in the global marketplace (Washinski, 2011) and TCCC’s other beverage products have not matched the popularity of its core product; Coke (McElhatton, 2011). TCCC’s mission is to deliver long-term sustainable
growth and value for stakeholders (Washinski, 2011) and its principal marketing challenge is concerned with maintaining consumers’ attention (McElhatton, 2011). TCCC was an international brand by 1900 and by 1926 created a “Foreign Department” in order to distribute Coca-Cola globally (Daft,2000). This was regarded highly successful and TCCC was a very successful global corporation following the Second World War (Daft, 2000). TCCC claims this success was determined by their locally minded attitude and complimented by a decentralised business model whereresponsibility was held solely with the managers in the individual organisations (Daft, 2000). During the mid 1980’s TCCC began to move to more centralised operations sanctioning more efficient services and reduced costs (Daft, 2000). Eventually, the rapid pace and uncertainty of global markets combined to create a “second wave of globalisation” (Daft, 2000:p607). Various societies and governments now respond to
globalisation with hesitance, and guard their politics, culture and brands from overseas threats (Daft, 2000). Following all the benefits from TCCC’s initial wave of globalisation, they had undermined their image of being a truly local brand which resulted in decreased volume growth and a drop in revenue (Daft, 2000). 5 MDP: Should TCCC introduce a new product to increase their market share in the beverage industry? MRP What are consumers’ attitudes towards TCCC’s current product
range? MRO’s 1. To explore consumers’ attitudes towards TCCC’s current product range. 2. To compare consumers’preference of the TCCC’s current product range to competitors in the beverage industry. 3. To determine what attracts consumers’ to TCCC’s product range. Rationale of the MRO’s This research is concerned with TCCC’s competition in the global marketplace and is a situation analysis of TCCC in order to clarify a potential problem and whether introducing a new product will be a success. Exploratory research can indicate which product TCCC should introduce to its product range and the best ones to pursue (Zikmund et al., 2007). This research is useful to gauge future
direction for TCCC in order to rectify the research problem (Zikmund et al., 2007). 6 Method Research Design This report will be conducting exploratory research to understand consumer’s attitudes towards TCCC’s current product range, their preferences between TCCC and competitors and what attracts them towards these products. Exploratory research provokesfurther understanding of a marketing concept and crystallises a problem that is qualitative, rather than providing a quantitative measurement (Zikmund et al., 2007).Qualitative research will enable TCCC to achieve these objectives. According to Ruyter and Scholl (1998, p8) “Qualitative
research does not measure, it provides insight.This insight can be gained through a process consisting of analysis and meaningful integration of views expressed by respondents” Exploratory research has the potential to uncover potential elements of the TCCC current product range that are deemed unfeasible (Zikmund et al., 2007). 7 Method of Administration The method of administration that will be employed for this
qualitative research is a focus group (FG). Greenbaum (1988, p10) defines a focus group to be: “A focus group consist of a discussion about a topic of particular interest to a client organization amongst eight to ten people led by a trained moderator.” A FG is an unstructured, free-flowing group interview, whereby the relevant research topic is discussed amongst the respondents (Zikmund et al., 2007). The moderator leading the group needs to be highly skilled in moderating as well as having a thorough understanding of the topic being discussed (Zikmund et al., 2007). The moderator’s role in a FG is vital. They are to guide, but not lead, the group discussion into relevant topic areas relevant to the current research problem (Zikmund et al., 2007). The moderator should become familiar with the different personalities in the group before progressing to the relaxed discussion. This
enables the moderator to gage which personalities may require more ‘probing’ then other (Zikmund et al., 2007). The probing technique requires the moderator to ask further questions to produceadditional information from respondents (Zikmund et al., 2007). A FG technique was selected for TCCCsresearch design to provide the company with insight into consumer’s attitudes towards theirs and competing products and to generate potential product ideas and company direction. The relaxed structure of questioning and the free flow of conversation and idea generation made it an ideal choice for TCCC to thoroughly explore topic areas. Similarly, the technique allows for numerous topic areas to be discussed, for example, TCCCs entire product range compared to competition. Please see appendix one for TCCC moderators guide.
8 Sampling Technique TCCC has such a diverse range of consumers therefore the sample frame for the research will be from the yellow pages in Newcastle Australia. According to Fletcher and Crawford (2011) Newcastle has similar characteristics to the average of Australia. To obtain a realistic indication of the population the sample technique will be probability sampling and the sampling procedure that will be used will be stratified sampling. It involves selecting strata of the population, which are mutually exclusive from one another. Morgan (1996) states that in regards to focus groups segmenting the sample, therefore selecting strata, can generate discussion of participants who are similar to each other and it can build a comparative dimension to the project, such as data analysis. This can include segmenting the sample by age and sex. Participants may
feel more comfortable in the focus groups with people of the same sex and age. The Focus group for TCCC will be separated into the strata of both sex and age. Males and females from the ages of 16-54 will be target population participating in the focus groups in order to discuss attitudes towards TCCC and competitors. The strata’s will be proportionate to the population, so that it is a true representation of the population. This form of sampling will be effective in generating discussion on attitudes towards TCCC and its competitors. 9 Evaluation
Ethical Considerations Through conducting market research there are several ethical issues that it raises which the TCCC need to consider and monitor. Michaelides and Gibbs (2006) identify that the issue with ethics in market research revolves around the relationship between the general public, respondent, client and the researcher. The marketing research process is focused on creating knowledge that consumers can end up becoming a tool used for increasing consumption. They also identify that ethics need to not just be applied to the outcomes but the ethics of the outputs as well. This means that TCCC should not take advantage people through market research but they should not exploit them by creating needs to increase its profit. The ethical concerns of focus groups are recognised by Smith (1995). He identifies that focus groups do not have close personal involvement and they are short-term. Focus groups are interactive and an individual’s input exists in a
social context, sometimes participants may over share personal information to both the researcher and participants. This raises privacy issues between participants. Another issue is that the processes can become stressful for participants and the moderator should be aware of how they feel after the session. The researcher should not put the participants in a harmful situation, both physical and psychological. 10 Potential Limitations A potential limitation of this research technique is the lack of generalizability of the data collected from the FGs, to the Australian population. Whilst the sampling technique
employed does try to overcome this, the nature and small size of a focus group mean that the results will not translate to the entire population. (Zikmund et al., 2007) Kristy & Wood (1999, p189) “Unlike quantitative research, much reliance has to be placed on the researcher's interpretation of the data collected, rather than on the suitability or robustness of a particular technique of statistical analysis.” The subjective nature of the FG is a foundation for potential limitations in the research. Researcher and moderator bias will act as a potential limitation in this research design. The predispositions they process will influence how they interpret the data and thus the results inferred from this data may not be completely accurate. Smithson (2000, p 105) proposes “Focus groups, then, should not be analysed as if they are naturally occurring discussions, but as discussions occurring in a specific, controlled setting.” This provokes the idea that while many marketers view a focus
group to be analysed as a free flowing, natural conversation, it is actually somewhat artificial and the data collected from here should be treated accordingly. There is the potential,the views and opinions of the participants will not be a true and accurate representation of their attitudes. Participating respondents may feel pressured to provide responses they assume the moderator wishes to hear, however these responses may not be aligned to their true opinions. Respondents in the focus group will naturally possess different personality types (Zikmund et al., 2007). The stronger, more dominant personalities in the group can prove to be intimidating to other respondents and so deter the ‘shyer’ respondents from contributing. Greenbaum (1988) raises the concern of group conversation being skewed by the opinion of the dominant respondent. A group ‘norm’ may develop and respondents may
feel pressure to comply with this norm rather than to voice their different opinion. In this case the data collected will be inaccurate (Greenbaum, 1998). 11 Timeline Step 1: Defining the research Step 2 & 3: Research Design and Sampling Step 4: Data Collection Step 5: Data Preparation and Analysis Step 6: Report Preparation and Presentation Rational Link to MRO’s The MRO’s will investigate consumer attitudes towards products in the beverage industry. Discussion between the samples in the focus group on desirable and undesirable product characteristics will be helpful in shedding light on consumer tastes.
This will be constructive in determining if TCCC should introduce a new product into the highly competitive market. The different age groups may have dissimilar wants and needs, which can impact on their attitudes towards specific products. 12 Appendix One Focus Group – Moderators Guide General Introduction Good Morning and welcome. My name is Jane Doe and I will be conducting the focus group today on behalf of TCCC. Thank you all for joining us. The aim of today is to create
discussion and gain feedback (positive and negative) with regard to the TCCC and their competitor’s current product ranges. Your feedback and suggestions will enable TCCC to improve the current product range and provide direction for our future. Directions Over the next 2 hours I will be recording the discussion. I encourage you all to contribute as much as possible as we value all the feedback, both positive and negative. Group Interaction Allow the group members to move around the room, make sociable small talk and consume refreshments and snacks provided. The moderator can use this time to identify participant’s personality types, i.e. “shy” and “dominant” personalities. Game – “Fact or Fiction”
Each group member is to write down one true statement and one false statement about themselves. Participants take it in turn to read out their two statements. The rest of the group guesses which statement is the “fact” and which is “fiction.” The participant then reveals if the rest of the group guessed correctly. 13 Dialogue of required topics to cover Soft Drinks – TCCC products. o Taste? Why / Why not? o Price? Why / Why not? o Packaging? Why / Why not? o Beverage size? Why / Why not? consideration? Why / Why not?
factors affects your purchase decision of TCCC soft drinks? Soft Drinks – Pepsi products. o Taste? Why / Why not? o Price? Why / Why not? o Packaging? Why / Why not? o Beverage size? Why / Why not? consideration? Why / Why not? affects your purchase decision of Pepsi soft drinks? Soft Drinks
Energy Drinks– TCCC products. o Taste? Why / Why not? o Price? Why / Why not? o Packaging? Why / Why not? o Beverage size? Why / Why not? gar content an important consideration? Why / Why not? drinks? 14 Energy Drinks – Competition purchase? o Taste? Why / Why not?
o Price? Why / Why not? o Packaging? Why / Why not? o Beverage size? Why / Why not? ugar content an important consideration? Why / Why not? Energy Drinks and of energy drink do you prefer? Why? Sports Drinks– TCCC products. o Taste? Why / Why not? o Price? Why / Why not? o Packaging? Why / Why not? o Beverage size? Why / Why not? consideration? Why / Why not?
hase decision of TCCC sports drinks? Sports Drinks – Competition o Taste? Why / Why not? o Price? Why / Why not? o Packaging? Why / Why not? o Beverage size? Why / Why not? consideration? Why / Why not? decision of these sports drinks? 15 Sports Drinks
Tea – TCCC o you like / dislike about each of their products? o Taste? Why / Why not? o Price? Why / Why not? o Packaging? Why / Why not? o Beverage size? Why / Why not? ant consideration? Why / Why not? Tea - Competition brands. bout each of their products? o Taste? Why / Why not? o Price? Why / Why not? o Packaging? Why / Why not?
o Beverage size? Why / Why not? consideration? Why / Why not? of tea? Tea Nutrient / Vitamin Water (NVW) – TCCC o Taste? Why / Why not? 16 o Price? Why / Why not? o Packaging? Why / Why not? o Beverage size? Why / Why not?
consideration? Why / Why not? Nutrient / Vitamin Water - Competition brands. o Taste? Why / Why not? o Price? Why / Why not? o Packaging? Why / Why not? o Beverage size? Why / Why not? consideration? Why / Why not? of NVW? Nutrient / Vitamin Water
General affect your purchase decision? portant is the product’s: o Eco-friendliness. Why / why not? o Packaging. Why / why not? Closing Questions and Answers Recap all topics and opinions that were discussed. Does anyone have any questions, queries or further comments relating to todays topics? This concludes our group discussion for today. Thank you for your time and opinions; they are highly valued by TCCC. 17 Reference List Chaurasia, S. (2005), A Comparative Study of Coke and Pepsi.
Available from: http://www.scribd.com/doc/42433934/Comparative- StudyCOCO-COLA-vs- Pepsi[Accessed: August 23, 2011]. Christy, R., & Wood, M., (1999) Researching Possibilities in Marketing Qualitative Market Research: An International Journal 2(3) p 189-196 Daft, D.N. (2000), "Globalization: Connecting with consumers", Vital Speeches of the Day, pp. 606- 608. Fletcher, R. & Crawford, H.(2011). International Marketing: An Asia-Pacific Perspective 5 th ed. Pearson, Australia: Frenchs Forest Greenbaum, T.L., (1988) The Practical Handbook and Guide to Focus Group Research, Lexington (Massachusetts): Lexington Books Jannarone, J. (2011), "Pepsi-Coke Wars Bubbling Back to Surface", The Wall Street Journal, Jul 25, p.10. McElhatton., N. (2011), "Coca-Cola's life lessons", Marketing,
pp. 25. Michaelides, P. & Gibbs, P. (2006). ‘Technical skills and the ethics of market research’.Business Ethics: A European Review, 15(1): 44-52. Morgan, D. L. (1996).‘Focus Groups’.Annual Review of Sociology,22:129–52 Rosenberger, P.J., (1996) Focus Groups: An Introduction for the Uninitiated Marketing Group, University of Newcastle Ruyter, K.D., & Scholl, N., (1998) Positioning qualitative market research: reflections from theory and practice Qualitative Market Research: An International Journal 1(1) p 7-14 Smith, M. W.(1995). ‘Ethics in Focus Groups: A Few Concerns’. Qualitative Health Research, 5(4):478- 486. Smithson, J., (2000) Using and Analysing Focus Groups: Limitations and Possibilities International Journal of Social Research Methodology 3(2) p 103-119 The Coca-Cola Company (2011), The Coca-Cola Company Profile. Available from: http://www.thecoca-
colacompany.com/ourcompany/innovation_products.html[Acces sed: August 17, 2011]. Waschinski, G. (2011), "Coke celebrates 125 years of being 'the real thing' ", The Sydney Morning Herald, May 8, p.27. Zickmund, W. G., Ward, S., Lowe, B. &Winzar, H. (2007), Marketing Research,Cengage Learning, Melbourne, p.60-80 Assessment 2 - Research Proposal Part B: Final Research Proposal Assessment Type Written Assignment Purpose Your group has been asked to design a marketing research project for a product of your choice. Lately the product has not been performing well. You need to develop a marketing research proposal that identifies the marketing problem and the steps that will enable you to recommend a marketing decision to the products management. The proposal must outline the steps in the research process and the rationale for using them. It must clearly communicate exactly what information will be obtained, where it will be obtained and how it will be obtained. The topic of the project: Elf Cosmetic www.elfcosmetics.com Your Final Research Proposal should include: 1. Problem Definition · A brief overview of the product/brand · Background of the problem (justify the need for the research) · A clear statement of the MDP and MRP. 2. Method · Research Design (exploratory, descriptive, causal) · Method of Administration including Data Collection Form (for example, questionnaire, moderators guide)
· Sampling Technique 3. Evaluation · Ethical considerations · Potential limitations · Timeline Word Count: 2000 words max Cite the references and use APA Referencing Guide Need more than 10 references and need to do questionnaire, moderator guide and timeline for appendix PS: I will be uploading the sample assignment for reference purpose (please don't copy as the topic is different)

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