1

Research Proposal

Student’s Name

Course

Professor’s Name

University Name
 2

Client A

A qualitative approach to the research design is what I would suggest for Client A. In
order to obtain a more in-depth understanding of a specific topic through qualitative research,
it is common practice to conduct interviews, focus groups, or surveys. For the purpose of
gaining an understanding of the kinds of yogurt flavors that would be best suited for Ms.
Burke's new stores, qualitative research would be an appropriate technique for Ms. Burke
new shop. Casell and Symo enumerate1 the process of constructing and using qualitative
interviews as defining research question, creating interview guide, recruiting participants and
carrying out the interviews. Through qualitative research, he will be able to obtain a deeper
understanding of the requirements and preferences of the client, which is vital when deciding
what kinds of yogurt flavors to make available to consumers. In addition, qualitative study
would make it possible to comprehend the factors that influence a customer's selection of a
particular type of flavor. This knowledge would be essential in assisting Ms. Burke in making
well-informed choices regarding the kind of yogurt flavors she should stock in her
businesses.

Qualitative research will allow us to delve deeper into consumers' thoughts and
feelings towards new yogurt flavors. Auerbach and Silverstein explain2 that qualitative
research utilizes grounded theory where researchers begin without hypotheses and develops
them later. Through conducting in-depth interviews, it will be possible to explore individuals'
reasons for liking or disliking certain flavors, providing valuable insights into consumer
preferences and trends. For instance, qualitative research may reveal that consumers are
particularly interested in unique or exotic flavors, prompting companies to develop
innovative products to meet these demands. By understanding the emotions and motivations
behind consumers' choices, Ms. Burke can make informed decisions when introducing new
flavors into the market.

Qualitative research provides companies with an opportunity to engage directly with

their target audience. Focus group will facilitate active discussions and gather real-time
feedback on new yogurt flavors. This interactive process allows consumers to share their
thoughts, preferences, and suggestions, which can inspire in development of customized
products that cater to specific tastes. Moreover, direct engagement fosters a sense of
consumer involvement, which can lead to increased brand loyalty and favorable word-of-
mouth advertising.
 3

Client B

The best approach for Client B would be a quantitative research design. Quantitative
research necessitates the collecting of data via questionnaires, controlled experiments, or
extensive observational studies. Quantitative research is also acceptable for this client since it
enables us to quantify the influence that changes in package design have on the behavior of
customers. In addition, quantitative research will enable evaluation of the outcomes of
several package designs in order to establish which one is the most successful in terms of
raising customer awareness of the product, preference for the product, and intention to buy
the product.

A well-designed package can significantly influence consumer perceptions and

choices, making it a critical aspect of product marketing. Through quantitative analysis,
researchers can examine factors such as color, shape, typography, and overall aesthetics of the
package and assess their influence on consumer preferences. This is supported by Adler and
Clark who argue3 that quantitative research focuses on variables. Several authors4,5 have
indicated that induction can be applied in quantitative research. Quantitative research on the
package design of cheese also allows researchers to measure the effectiveness of existing
packaging strategies and identify areas for improvement. By conducting surveys or
experiments, researchers can collect data on consumer satisfaction, brand recognition, and
product differentiation levels. This empirical evidence aids in optimizing package designs to
better meet consumer expectations, ultimately leading to enhanced market penetration and
increased sales.

By employing quantitative measures, it will be able to dissect the relationships

between package design elements and various demographic, socioeconomic, or cultural
factors. This analysis helps Burke shop to fine-tune packaging strategies to cater to diverse
target markets. Another significant advantage of quantitative research is its ability to support
evidence-based decision-making throughout the entire product life cycle. The data collected
can aid in predicting and forecasting future market demands, aiding in effective inventory
management and supply chain strategies.
 4

Market Research
Proposal

September 4, 2023

Burke’s Yoghurt Shop Prepared For: Ms. Burke

3456 N Street Nw Suite 204 Prepared By:

Michigan. 20051 Date: September 4, 2023

Phone Number: 20276650000

Fax Number: 2028189678

Website: www.burkeshop.com
 5

Table of Contents
1. Background & Problem 6
definition

2. Methodology 6
3. Data Collection 6
4. Data Analysis 7
5. Timeline 7
6. Budget 8
 6

1. Background & Problem Definition

Client A, Ms. Burke, is the CEO of a successful chain of yogurt shops in the Northeast.
Several additional branches of the chain have been opened in the Midwest. Ms. Burke wants
to boost the flavors already available at her new Midwest yogurt companies. Ms. Burke
would like to start by making a preliminary list of yoghurt varieties that would appeal to
clients in the new locations. The necessary study will be conducted, and the findings will be
provided to Ms. Burke and her team by Capital study. The research of this study will help
Ms. Burke and the yogurt business by contributing to their growth and success.
2. Methodology
The proposed research technique is qualitative in nature. As part of the research, surveys,
focus groups, and interviews will be conducted in order to get an in-depth understanding of
what customers want and need in terms of yogurt flavors. This study approach will provide
a better understanding of the reasons people choose different flavors, in addition to assisting
Ms. Burke in making informed choices about the kinds of yogurt flavors to stock in her
stores. Making a list of the various consumer demographics in the region of the yogurt shop
where the business will be located is one of the first steps in this process.

In order to successfully compete with nearby yogurt shops and keep a competitive advantage
while expanding business revenue, it is crucial to gather data on the products that customers
find to be the most and least popular. This can be achieved by giving away free samples of
various yogurt varieties to customers who make purchases and by providing quick surveys
for customers to fill out in-store. They can also publish online questions on their social media
and email accounts in addition to doing in-store surveys. This technique of data collection
may be quickly evaluated by customers, and it is also economical. The surveys will ask
participants questions like; Are you looking to select a yoghurt flavor that children will
enjoy? Are you looking for a natural flavor?
 7

3. Data Collection

Data will be collected through a variety of means, including surveys, focus groups, and
interviews. During interviews and focus groups, the research team will be encouraged to
bring up questions about packaging. These will be carried out by qualified members of the
research team. To guarantee that the study is representative of all potential clients, the surveys
will be distributed both in person and online.

4. Data Analysis

The collected information will be analyzed using both descriptive and inferential statistics.
Using inferential statistics, the research findings will be utilized to draw conclusions and
offer recommendations, while descriptive statistics will be used to summarize the data.

4.1. Descriptive statistics

Descriptive statistics provide an overview of the data by organizing it, analyzing it, and
presenting it. Descriptive statistics for new yogurt flavors may assist in demonstrating a range
of features, such as average consumer preference, age distribution, and price point. By
obtaining consumer preferences through surveys or tasting sessions, the company will be able
to discover the most popular flavors, texture preferences, or ingredient selections. The results
of descriptive statistics will assist the company in better targeting certain market segments
and increasing client satisfaction.

4.2 Inferential Statistics

Based on a sample population, inferential statistics can enable the company to develop
forecasts and generalizations. This statistical method can be particularly useful in predicting
the success of a new yogurt flavor. The company will be able to generalize these findings to a
larger target market by collecting data from a small group of prospective clients. For
example, by investigating a certain group's preferences and purchasing behaviors, the
company will be able to anticipate total customer demand for the new yogurt, resulting in
realistic sales projections and well-informed marketing plans.

5. Timeline

A timeline is provided, which indicates that the completion of the research should take
around one month.
 8

September 4.2023 Create Project Proposal

September 5,2023 Project proposal submitted
September 15.2023 Project approved
September 25,2023 Project Kick off meeting
October 1,2023 Review Literature
October 4,2023 Conduct focus group survey
October 10.2023 Organize and analyze data collected
October 15.2023 Submit the final written report and
presentation

6. Expenses

It is anticipated that the research will cost a total of $8,000.

Category Description of Expense Estimated Cost

Personal 3 researcher*5 days $5000
Travel Car*5 days $750
Printing 90 copies of preliminary $400
research
Supplies To be Determined 0
Professional Services To be Determined 0
 9

Market Research
Proposal

September 4, 2023

Best Baked Cookies Prepared For: Ms. Burke

3756 N Street Nw Suite 204 Prepared By:

Milwaukee. 20056 Date: September 4, 2023

Phone Number: 20276650000

Fax Number: 2028186778

Website: www.bestbaked.com
 10

Table of Contents

1. Background 11
2. Methodology 11
3. Data Collection 11
4. Data Analysis
12
5. Timeline
13
6. Budget
14
 11

1.Background

The goal of the research is to determine how packaging design affects customer awareness,
preference, and buy intent in order to give Client B insights into the factors that influence
consumer behavior when choosing between different brands.

2.Methodology of the Research

The proposed research technique is quantitative in nature. The project will employ surveys,
tests, and observational studies to investigate how package design influences consumer
awareness, preference, and buying intention for "Best Baked" cookies. There will be some
observational research as well. We will be able to compare the findings of several package
designs with the use of this study design in order to determine which one is most successful
at improving customer knowledge of the product, preference for the product, and intention to
purchase the product. We will also be able to track the impact of changes in package design
on customer behavior.

3. Research Technique

The recommended research methodology includes the use of questionnaires that evaluate
customer knowledge, preference, and intent to purchase 'Best Baked' cookies. Experiments
will be carried out to determine how changes to the packaging design affect customer
behavior. Observational studies will be conducted in retail lanes where 'Best Baked' cookies
are exhibited alongside other brands to investigate the behavior of customers shopping in
those areas.

4. Data Collection

Data collection in quantitative research on package design holds immense significance for
multiple reasons. It allows researchers to objectively analyze consumer perceptions and
preferences, providing insight into how specific packaging elements influence purchasing
decisions. Data collection also allows for the identification of emerging trends and shifts in
consumer behavior, enabling companies to adapt their packaging strategies according to
changing market demands.
 12

4.1. Sampling Methods

Sampling methods are critical in quantitative research to ensure the reliability and validity of
collected data. Techniques such as random sampling or stratified sampling can be employed
to obtain representative samples that accurately reflect the target population.

4.2. Data Collection Techniques

Various data collection techniques are available for quantitative research on package design.
Survey questionnaires, for instance, can be used to collect large-scale data efficiently. These
questionnaires often include rating scales, multiple-choice questions, or Likert scales,
enabling researchers to obtain quantitative data for statistical analysis. Other techniques, such
as eye-tracking studies or observational research, provide valuable insights into how
consumers interact with packaging, offering more nuanced understanding beyond numerical
data.

In this step, information will be gathered by way of questionnaires, experiments, and

observational studiesTo ensure that the study is representative of all potential clients, the
surveys will be administered in person as well as made available online. The experiments will
be carried out in a controlled setting to ensure the reliability and accuracy of the findings.

5. Analysis of the Data

The data acquired will be analyzed using inferential as well as descriptive statistics.
Inferential statistics shall be used to draw conclusions as well as provide recommendations
based on the research findings, whereas descriptive statistics will be used to summarize the
data. Jackson clarifies6 that central tendency give a picture of “middleness” while measures
of variability describe the distribution spread. Kaur, Stoltzfus & Yellapu notes7 that
descriptive statistics should precede inferential statistics.

5.1. Inferential Statistics

Inferential statistics is a powerful tool that enables researchers to make inferences or

predictions about a population using data collected from a sample. In the context of package
design, inferential statistics can provide insights into the preferences and behaviors of
consumers. For instance, a researcher may collect data on consumers' perceptions of different
package designs by surveying a sample of individuals. By applying inferential statistics, the
 13

researcher can estimate the preferences of the entire target population, allowing businesses to
make informed decisions on packaging design based on the larger population's likely
response.

5.2 Descriptive Statistics

Descriptive statistics, on the other hand, will provide reliable data descriptions and
summaries. Descriptive statistics are employed in package design research to identify crucial
trends and variations in consumer preferences. Through descriptive analysis, Client B will
gain insight into the variety of feedback from customers, average levels of satisfaction, and
the most and least preferred package design. By analyzing these insights, Client B will be
able to change their packaging designs to boost appeal and, as a result, increase sales.

Businesses can analyze consumer satisfaction with existing packaging or evaluate several
design possibilities using inferential and descriptive data. Inferential statistics can assist in
determining whether a change in package design has a significant impact on customer
preferences. In addition, descriptive statistics provide valuable information regarding the
specific components of a package design that contribute to consumer satisfaction. This
knowledge enables businesses to create packaging that meets consumers' expectations and
preferences, resulting in higher levels satisfaction and loyalty.

Descriptive and inferential statistics are also important in developing package design
marketing strategies. Inferential statistics, for example, can be used to identify target markets
that are more likely to be interested in various package aspects. In order to boost the overall
impact and efficacy of their packaging, businesses can strengthen their marketing tactics by
investigating which customer segments favor specific package designs. Descriptive statistics,
which provide detailed information on consumer preferences, enable more precise and
targeted marketing operations.

6. Timeline

A timeline is provided, which indicates that the research should be completed in about a
month's time.

October 4.2023 Create a Project Proposal

October 5,2023 Project proposal presented
October 15.2023 Project approval Project kick-off meeting
October 25,2023 Examine the literature and conduct a focus
 14

group survey.
November 1,2023 Gather and analyze data collected
November 4,2023 Submit the finalized written report and
presentation.
November 10.2023 Create a Project Proposal
November 15.2023 Project proposal presented

7.Budget

It is expected that $10,000 will be needed to cover the cost of the research.

Category Description of Expense Estimated Cost

Personal 5 researcher*5 days $6000
Travel Car*5 days $850
Printing 80 copies of preliminary $500
research
Supplies To be Determined 0
Professional Services To be Determined 0

References

1. Casell, C., & Symon, G. (2004). Essential guides to qualitative methods in organisational
research. London, England: Sage.
2. Auerbach, C. F., & Silverstein, L. B. (2003). Qualitative data: An introduction to coding

and analysis. New York University Press.

3. Adler, E. S., & Clark, R. (2011). An invitation to social research: How its done (4th ed.).
Wardsworth, OH: Cengage Learning.
4. Faems, D. (2020). Moving forward quantitative research on innovation management: a call

for an inductive turn on using and presenting quantitative research. R&D management

50(3), 352-363.
 15

5. Sakamoto, K., Terai, A., & Nakagawa, M. (2007). Computational models of inductive

reasoning using a statistical analysis of a Japanese corpus. Cognitive Systems Research,

8(4), 282-299.

6. Jackson, S. L. (2009): Research Methods and Statistics: A critical thinking approach (3rd

ed.). Belmont, CA: Cengage Learning.

7. Kaur, P., Stoltzfus, J., & Yellapu, V. (2018). Descriptive statistics. International Journal of

Academic Research. 4, 60-63.