Assessment Task 1 BSBMKG506 Plan market research

Assessment Task 1 -Plan market research project

“ Toby’s Estate”

Toby's Estate began in 1997 by Toby Smith. In 2001, Toby's Estate was born, when Toby Smith
opened his very first café, espresso school and roastery. The Toby’s Estate that we know and love today
is a carefully-cultivated crowd of some of the most talented people in the industry.

Toby is just one of the Australians making a big impact overseas in changing coffee culture, his
Toby's Estate Espresso Schools in New York and Singapore train baristas on the foundations of good
coffee from ethically sourcing beans to mastering the pour. But a good cafe experience is not just about
great coffee and food. Lingering in a cafe also allows insight into a country's culture, and the opportunity
to commune with locals.

At Toby’s Estate, we never stop exploring and experimenting, learning and developing. We have
a thirst for pushing the boundaries and discovering new flavours, blends and beans, honouring the work
of our farmers through good and honest coffee craftsmanship. We’re privileged to be able to source and
share with you the unique specialty coffees that we’re known for. Always served with uncompromised
quality and freshness, at our signature outlets and independent partner cafes, where Toby’s is the
exclusive coffee of choice.

1. Issue

At toby’s estate, we have a several complain from the customer on the website about the
service at the shop.

2. Market research scope

The scope of marketing research stretches from the identification of consumer wants and
needs to the evaluation of consumer satisfaction. It comprises of research relating to consumers,
products, sales, distribution, advertising, pricing and sales forecasting. It is essential to understand
what the consumer wants, how he/she perceives the product and service, what exactly does
he/she wants to derive out of the product and service, how does he/she make the brand choice
decision, what are the sources of information and influence processes.

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Assessment Task 1 BSBMKG506 Plan market research

3. The research objectives

We are trying to identify how to improve a customer service to increase our customer’s
satisfaction and want to come back for our product and service.

4. Finalised project group

Financial Human Time Technology

We are planning to We are going to start The project must Software to
invest up to $1,500 with using the finish within 2 collection, storage
for this research primary data which is months analysis or
project. can collect from the dissemination and
survey or review on complete the
website from the research project.
customer.

And then we going to

finalising the
research project by
professional market
researcher

5. Research methods and resource of data

We are going to collect the data from our relevant customers by interview and survey. And
we can use the customer’s review from various website.

Type of data can include:

- Formal and informal comments, feedback from clients
- Government statistics
- Industry planning information
- Qualitative and quantitative data

Quantitative
Quantitative data is designed
to collect cold, hard facts.
Numbers. Quantitative data is
structured and statistical. It
provides support when you
need to draw general
conclusions from your
research.
Qualitative
Qualitative data collects
information that seeks to
describe a topic more than
measure it. Think of
impressions, opinions, and
views. A qualitative survey is
less structured: It seeks to
delve deep into the topic at
hand to gain information about
people’s motivations, thinking,
and attitudes. While this brings
depth of understanding to

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Assessment Task 1
Goals Manipulated statistically.
Counting and classifying.
Constructing statistical models
and figure to explain
outcomes. Narrow hypothesis
and conclusive research
Instruments for data Questionnaires, surveys,
gathering measurements, audits, points
od purchase, click-streams.
Trend analysis can be
successfully interpreted.
Using quantitative style
questions that provides
information base on multiple
choice, rank in order or
measurement such as
frequency.
Type of data numbers and statistics.
Quantitative research
is expressed in numbers and
graphs. It is used to test or
confirm theories and
assumptions. This type of
research can be used to
establish generalizable facts
about a topic.
6. Identify data sources
Internal
- Staff and the worker
- Organisation reports
- Surveys
External
- Newspaper and magazines
- Government departments and publications
- Representative associations; Institutes, union and professional associations
7. Quantifying required data
- Organisation files, reports and surveys
- Work integrate and others organisation material
BSBMKG506 Plan market research
your research questions, it also
makes the results harder to
analyze.
Describing and explaining.
Complete and detailed
descriptions whole picture
with exploratory research.
Interviews, focus-groups
observation, in depth
interviews, and participation or
observation. Tools that are
useful include mind-maps,
brainstorming.
Information from qualitative
data may not be all that useful
for trend analysis.
words and meanings
Qualitative research
is expressed in words. It
is used to
understand concepts, thoughts
or experiences. This type of
research enables you to
gather in-depth insights on
topics that are not well
understood.
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Assessment Task 1 BSBMKG506 Plan market research

8. Variance and standard deviation

We are going to compare our survey data. The Standard Deviation is a measure of how
spread out numbers are. The average of the squared differences from the Mean.
Computation of the standard deviation is a bit of a process. The formula for computing
the standard deviation depends on whether we are computing the population (process)
standard deviation or the sample standard deviation. In order to compute the true value, all of
the data comprising the population or process of interest must be measured.

1. Compute the process average μ

2. Subtract the process average from each measured data value (the X i values)
3. Square each of the deviations computed in step 2
4. Add up all of the squared deviations computed in step 3
5. Divide the result of step 4 by the sample size
6. Finally, take the square root of the step 5 result

9. Identifying and evaluating suitable data processing methods

Various data processing methods are used to convert raw data into meaningful
information through a process. Data is manipulated to produce results that leads to a resolution
of a problem or an improvement in the existing situation. Similar to a production process, it
follows a cycle where inputs (raw data) are fed to a process (computer systems, software, etc.)
to produce output (information and insights).
Manual Data Processing
Data is processed manually without using any machine or tool to get the required results.
In manual data processing, all the calculations and logical operations are performed manually on
the data. Similarly, data is transferred manually from one place to another. This method of data
processing is very slow, and errors may also occur in the output. Mostly, Data is processed
manually in many small business firms as well as government offices & institutions. In an
educational institute, for example, marks sheets, fee receipts, and other financial calculations (or
transactions) are performed by hand.
This method is avoided as far as possible because of the very high probability of error,
labor intensive and very time-consuming. This type of data processing forms the very primitive
stage when technology was not available, or it was not affordable. With the advancement of
technology, the dependency on manual methods has drastically decreased. This also makes
processing expensive and requires large manpower depending on the data required to be
processed. Example includes selling of commodity on shop.
Mechanical Data Processing
In this method, data is processed by using different devices like typewriters, mechanical
printers or other mechanical devices. This method of data processing is faster and more accurate
than manual data processing. These are faster than the manual mode but still forms the early
stages of data processing. With invention and evolution of more complex machines with better
computing power this type of processing also started fading away. Examination boards and
printing press use mechanical data processing devices frequently. Any device which facilitates
data processing can be considered under this category. The output from this method is still very
limited.
Electronic Data Processing (EDP)

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Assessment Task 1 BSBMKG506 Plan market research

This is a modern technique to process data. The data is processed through a computer;
Data and set of instructions are given to the computer as input, and the computer automatically
processes the data according to the given set of instructions. The computer is also known
as Electronic Data Processing Machine.
Electronic Data Processing is the fastest and best available method with highest reliability
and accuracy. Technology used is the latest as this method uses computers. Manpower required
is minimal. Processing can be done through various programs and predefined set of rules.
Processing of large amount of data with high accuracy is almost impossible which makes it best
among the available types of data processing. For example, in a computerized education
environment results of students are prepared through a computer; in banks, accounts of
customers are maintained (or processed) through computers, etc.

10. Feasibility of research and recommendation

From the research project, we can identify the customer opinion about our product and
service base on the customer needs. We can resolve the current issue that relevant to our
products and service. Our data collection methodology is correct as we will collect primary data
by survey, questionnaires and collect the review of customer on website.
All the data that we collected will be analysing by software technology and will consult
with professional researchers so the data will be reliable and effective.

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