Charles Sturt University (CSU)

MBus Program

Economics and Finance Institute (EFI)
Phnom Penh, Cambodia
Intake 18

MKT560 Marketing and Organizational
Research
A Research Plan to investigate consumer
attitudes toward Brown Coffee

Facilitator : Mr. Brendan Ho
Coordinator : Chrys Gunasekara
Student name : SOU Phirany
Due Date : March 3
rd
, 2014


Table of Content

1.0 Introduction Page
1.1 background of Brown Coffee 1
1.2 Consumer attitudes 1
1.3 Literature review 2
2.0 Survey objectives 3
2.1 Research questions 3
2.2 Form of questionnaire 4
3.0 Research method 5
3.1 Exploratory research 5
3.2 Descriptive research 5
4.0 Data collection 5
4.1 Survey 5
4.2 Observation 6
4.3 Individual interview 6
4.4 Focus group 6
5.0 Data analysis 7
5.1 SPSS program 7
5.2 Charts as analysis of variances 7
6.0 Limitation 7