Please make a presentation ppt based on the project instruction below. The supported documents are also in the attachment. please including everything topics mentioned in the group preservation screen shot in the following attachment. Let me know if you have any other questionsBMAN74031 Professional Qualitative Marketing Research Skills 2020-21
Assessment Title:
Group Presentation (15 minutes)
Assessment Weighting:
35% of the total course marks
Submission Deadline:
Before 3 PM on 13 January, 2021
Submission Instructions:
Your presentation (video link), slides with notes and
appendices must be submitted on Blackboard by the deadline
(The video should be first uploaded on the University Video
Portal and then the link shared on Blackboard). Penalties for
late submission apply as outlined in your student handbook.
Assessment Feedback:
Formative feedback will be provided through feedback on
interview guide and analysis approach (please see the course
schedule on Blackboard for dates).
Coursework marks will be released to the administration
team within 15 working days after submission (exam period is
excluded), by 17th February, 2021.
Course Co-ordinator:
Dr Ilma Nur Chowdhury
Please post queries about this project on the Discussion
Board on Blackboard in the group project thread. Please
go through the FAQs below before posting a query.
Overview of Assessment
For this group project, you are required to conduct qualitative research on a real-life
marketing problem and then present your findings. Your group’s presentation video, slides
with notes, and supporting evidence must be uploaded to Blackboard by the deadline
stated above.
You will work in teams of 5-6 students and will be assigned to groups by the course
coordinator. You will be notified of your group information after the second lecture.
Learning Outcomes
By the end of this qualitative research project you should be able to:
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Apply, critically, qualitative research techniques to analyse a marketing problem
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Collect, analyse and interpret qualitative research data
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Develop and justify recommendations based on appropriate qualitative research
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Appreciate limitations of your research and suggest potential remedies
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Work independently and collectively to ensure the delivery of managerially-focused
outputs
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Communicate qualitative research findings, with evidence to support your
arguments
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Appreciate and implement ethical issues in the practice of research
Assessment Instructions
Imagine you are employees of a research agency that has been hired to help an advertising
agency (your client) develop a new campaign in two months. Your team has to undertake a
set of exploratory qualitative research activities (focus group, interviews and
netnography) in order to develop a vivid picture of the target market’s needs (e.g.,
preferences, concerns, feelings, habits) that can inform the development of the
campaign.
Your client has handed you the DAD brief (Brief Supplement_DAD New Blood Awards
Connect4Climate Brief 2020; Connect4Climate is your client’s client!). This real-life brief
provides you information on your client’s needs, their target market and how they will be
using your research findings.
The advertising agency asks you to conduct research in any ONE of the following areas to
help them understand their target market better:
(1) water consumption/usage behaviour OR
(2) recycling/reuse behaviour OR
(3) organic food purchase behaviour OR
(4) energy consumption behaviour
You need to provide your client with the target market information they need to develop a
campaign on one of these topics. Focus on one activity/product relevant to your topic
(e.g., what makes users carry their own water bottles, user behaviour regarding Fairtrade,
organic coffee or user preferences regarding sustainable clothing) and develop an
understanding of the triggers and barriers for engaging in that activity or for
purchasing that product (this is the focus of this project). You must present your
research design (process of data collection and analysis), findings and make
recommendations regarding the campaign development (what key aspects should be
communicated based on your knowledge of the target market’s triggers and barriers).
Please note that it is not sufficient to find out only the “whats”, but also the “hows” and
“whys” so that you can translate the data into appropriate recommendations, provide
evidence and prepare a convincing presentation for your clients.
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Tasks
To complete this coursework student groups are required to:
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•
•
•
•
•
•
•
•
•
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Go through the lectures and the readings on interviews, focus groups,
netnography, sampling and qualitative analysis techniques (see course reading
list on Blackboard).
Develop a short focus group guide
Conduct a 15-20 minute, online mini focus group with 4/5 participants
Develop a semi-structured interview guide with probes/prompts
Conduct online interviews (one per student; for 20 minutes or more)
Transcribe (verbatim) the focus group discussion and interviews
Conduct a netnography of a relevant online group/community (observation
only, over a specific period)
Analyse the qualitative data gathered to develop codes
Further develop codes into themes and research findings
Translate research findings into recommendations for your client
Prepare a 15-minute presentation and record this as a video (each member
must present; using zoom is recommended)
Support your Powerpoint slides with a script/notes, provide evidence of your
analysis as appendices (see the specific requirements below under Appendices)
and upload these on Blackboard
Note: It is not compulsory to do a pilot interview for this project but you may decide
that some practice or ‘testing’ of your method will help build your confidence and
also refine your interview guide.
Group Presentation
Presentations should follow a similar structure to the Methodology and Findings sections of
a research study (e.g., a journal article or dissertation). The following structure is
recommended for your slides (some adaptions are allowed):
1. Introduction (brief description of topic)
2. Data Collection (e.g., overview of decisions/choices/questions/probes, interview
guide, focus group discussion guide, brief description of sampling approaches,
justification for choice of online community and process of observation followed)
3. Data Analysis (e.g., description of the analysis (coding) technique; final version of
codes in tabular format; examples of how you came up with/refined these codes)
4. Findings (with some data from the interviews and the focus group as evidence; link to
the analysis and discuss key themes where appropriate)
5. Managerial recommendations (the key aspects of the message to be communicated
based on your knowledge of the target market’s triggers and barriers)
6. Evaluation of the quality of the research (use trustworthiness criteria; acknowledge
limitations of your research and state potential remedies)
7. References (at least 10 references)
8. Appendices in a MS Word file (focus group guide, interview guide, six/seven
transcribed extracts from interviews (500-words each), participant consent forms,
brief description of the online community and example data in a table)
Students are strongly advised to read the marking criteria (see below) before
undertaking their research and when preparing their presentation.
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Marking Criteria
This group project makes up 35% of your full course mark. Marks will be allocated
according to AMBS Reduced Scale Step Marking Grade Descriptors (see Blackboard) and will
be awarded in relation to the marking criteria below.
Research Methods and Data Collection
• The quality of the data collection process
( e.g., is sampling explained? Is the interview guide related to the
research objectives? Were probes and/or prompts used? How did you
prepare for your interviews? What was the interview process like? Were
ethics considered? How did you choose your online community? Is
literature used to support/inform decisions)
Analysis and Evaluation
• The quality of the analysis presented (e.g., what was analysed in the
online community? Is the coding process explained with examples? Are
tables/figures used to display data and coding? Are trustworthiness
criteria considered? Are limitations identified? Is literature used to
support/inform decisions)
Findings and Recommendations
• The extent to which the data support the findings presented
(Are illustrative comments presented from the interviews and focus group?
Are data adequately explained and/or rival explanations considered? Are
themes emergent from data?
• The quality of the managerial recommendations
(Are recommendations specific and can each be linked to one or more
findings?)
References, Appendices and Presentation
• References (appropriate, follows a consistent style)
• Supporting Materials (focus group guide, interview guide, transcribed
extracts, participant consent forms; examples of data from online
community)
• The presentation (e.g. timing – too long/or too short? Structure, clarity
and use of tables/figures; too much reading off slides/notes and not
enough interaction/eye contact in the video?)
Note: This project is primarily aimed at learning qualitative research skills. You do not
need to have ‘perfect’ results from your analysis; the study is too small to expect this and
more emphasis is placed on the process of data collection, analysis, interpretation and
development of evidence-based managerial recommendations (which may or may not
seem obvious but these need to be backed by data).
Peer Assessment (Optional)
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Before beginning groupwork, all groups are required to sign the group contracts (this is
compulsory). Each group is required to maintain a group diary for each meeting. We expect
students to be able to manage group dynamics and sort out any group management problems
just like they would with their work colleagues in the real world. However, for situations
where problems cannot be resolved even after several group discussions, we provide the
option of group peer assessment.
Please ensure that you understand the consequences of these procedures. More information
on the peer assessment form will be available on Blackboard.
Your group as a whole needs to decide to use peer assessment. We cannot process the forms
if only one member submits one form alone. If you decide that all members of your team
have contributed equally to the project, you do not need to upload the group diaries
and peer assessment form.
Further Information
Locating participants
When deciding whom to interview online, you should each locate participants who is NOT
a current student or staff member in the MSc Marketing programme. Interviewing
friends/family members/other university/AMBS students/staff are fine (but they must be
above age 18 as per university research ethics guidelines).
The semi-structured interviews
Each interview has an expected duration of at least 20 minutes (though you may find in
practice yours is longer). You should have previously introduced the topic, explained the
research to the interviewee, introduced yourself etc. After your initial question, you
should conduct the interview according to semi-structured interview guidelines. You can
choose to conduct pilot interviews but this is not compulsory (although highly
recommended).
In the past, I have found that some teams do not really think about their questions and
only focus on price range or survey style questions about consumer behaviour; these are
too specific and not flexible enough to uncover insights. You should have questions that
allow participants to relate their experiences and reveal their lifestyle and habits. Please
do not forget to use prompts/probes in your interview guides and during interviews. You
are required to do this and examples are needed in the interview guide. You should
identify these as prompts/probes in your appendices.
The netnography
You can choose any online community which can provide relevant information on the
topic, e.g., public social media groups (Facebook/Twitter) or blogs/forums where user
engagement is high. Have a target market-related research question(s) in mind when you
study the online community. For instance, what do users think about X/ what were users’
responses to Y activity by an organisation?/what do users do in Z situation? You need to
choose a time frame for analysing the past/present user activity in the online community,
e.g., examining the user activities in the group for 3 days in this month or analysing the
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most recent 100 comments in a forum. You must not participate in any discussion in the
community and you should only use publicly available data.
Following research ethics guidelines
Please remember to keep in mind research ethics issues which have been discussed in
previous lectures and seminars (i.e. inform participants that you will make the data
anonymous/use pseudonyms to protect their identity, ask for permission to record the
interview/focus group, treat participants with respect, disclose the purpose of the research
upfront and highlight that they should voluntarily opt-in to the research process – and have
the freedom to opt out of the process at any time).
You should request all participants to sign consent forms which must be included in the
Appendices. A sample consent form will be available on Blackboard.
Most of you will find it convenient to record your interview using a mobile phone, laptop
or similar equipment. Non university devices are acceptable to be used as a recording
device (i.e., the use of a password protected mobile phone) so long as the data is
transferred to a secure, password protected device/area (i.e., university P Drive or
OneDrive), the data then has to be removed from the recording device.
Analysis
You will be taught several qualitative analysis techniques in this course including inductive
and deductive coding processes and coding using NVivo. You can code your data
individually, then come together as a group to compile your initial list of codes, finalise
your list of codes and discuss the key themes emerging. You can use qualitative data
analysis software like NVivo which allows you to work on one file and you may find
practising with this software useful for your dissertation work; but this is not compulsory.
Do not attempt to use laddering analysis only for this project; you can use laddering as a
questioning style within the interviews but these are not entirely laddering interviews so
your analysis needs to go beyond identifying attributes, consequences and values.
The data analysis section in your presentation must contain justification for your choice of
analysis technique and detailed description of how you analysed the data as a group.
Please do not confuse content analysis with inductive and deductive coding (this will be
covered in a lecture). You should present your final version of codes in tabular format
and provide examples of how you came up with/refined these codes.
Frequently Asked Questions (FAQs)
1. What does verbatim transcription mean and how do I choose a 500-word
extract from my interview for the appendices?
A verbatim transcription means writing down what was said in an interview/focus
group, word for word including the uhs and ums and the questions asked.
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You can choose to transcribe any part of your interview. I would recommend choosing
the best/most interesting part of your interview, wherein you think you followed
interview guidelines accurately. You need to type out the questions plus the responses.
Please do not exceed the 500-word limit. You can of course stop at 450/480 words if
you wish.
2. If I am transcribing 500 words only for the appendices, does this mean I do
not need to transcribe my entire interview?
No. Each group member needs to transcribe his/her interview and share this with other
members. I am only asking for a 500-word extract from each interview to be supplied
with the appendices because this is the part I will be reading.
3. Can we use projective techniques during our interviews/focus group?
You can combine projective techniques with the semi-structured interviews/focus
group, but you as a group need to justify why you are combining methods (if any), and
explain the data collection process for each.
4. Can we invite the same participants from the focus group for individual
interviews?
Yes, but please try to avoid this as it would be good to gain information from
different participants. You should try to recruit different participants for the
interviews, however, I understand that in some cases, this may not be possible.
5. Do we need to provide the focus group discussion transcript?
No. But you should have a transcript for it to allow coding with group members.
6. Do we need to conduct one focus group as a group?
Yes. One group member should act as a moderator, others can act as observers and
note-takers and you should all assist in conducting one focus group.
7. Do we need to provide illustrative quotes/comments from both the focus
group and interviews in the presentation?
Yes.
But you can provide examples of data from the netnography in either the presentation
or the appendix.
8. What should we provide as examples of data from the netnography?
This should not exceed one page/one slide/one table. You can provide examples of
user comments or posts created by organisations/users.
9. Do we need to provide all our coding tables in the appendices?
No. You only need to provide your final coding structure/table in the main
presentation (if it does not fit on one slide, use two slides).
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10. Do we need to submit the peer assessment form and group diaries for
each meeting?
No. You will need to submit these documents only if your group decides not distribute
the group marks equally.
11.
How should we record our group presentation?
You can use Zoom to record your group members as you take turns to share screens
and present your slides. You can also use PowerPoint to record your video (where each
member presents one or more slides with their video on). A third option is to record
yourselves individually using a personal camera or a mobile phone and then to combine
these individual member videos to create a presentation video (however, it may
require a lot of manoeuvring to show slides in this option).
12. We are having trouble fitting everything into a 15-minute presentation.
What should we do?
Place greater emphasis on explaining your findings and providing evidence for your
recommendations. Do not spend time on a long introduction or repeating information
which are already on your slides or available in your appendices (but you can refer to
them, e.g., as shown in Appendix 1 or as presented in the interview guide).
13.
Do we need to follow the DAD Connect4Climate brief ?
You will only use the DAD brief as a detailed explanation for what type of research
information your client needs. The DAD brief will give you some context information
and outline your target market. You need to keep your client’s needs in minds when
you are conducting your research for them. However, you will follow this project brief
and adhere to guidelines mentioned here.
14. Do we need to develop a campaign or the campaign materials?
No. You have been asked to provide information on the target market (triggers and
barriers) and to recommend the key aspects of the message that should be highlighted
in a future campaign.
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Our Topic: Organic Vegetables
1. Online Mini Focus group guide (4-5 participants; 15-20 mins)
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Welcome (introduce yourself and give an overview of the topic)
: Good morning/evening and welcome to our session. Thanks for taking the time to join us to
talk about organic vegetables in the county.
: My name is, taking the research for Manchester University cooperated Ads agency
Connect4Climate, to understand your perceptions of organic vegetables, we want to know
what you like or don’t like about organic vegetables, triggers and barriers for purchasing
organic vegetables, why consuming organic vegetables.
: You were selected because you are youth who concerned about your future but struggle to
find meaningful action. We are having discussion like this throughout the countries.
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Guidelines (explain rules regulations and confidentiality policy)
: There are no right or wrong answer, just different point of view. Feel free to throw out your
any thoughts and opinions.
: The discussion will be voice recorded for further marketing analysis but anonymity.
: You don’t need to agree with others but must listen respectfully as other share their views.
: Participant consent signed
• Opening question
: If talking about Organic vegetables, what comes to your mind?
• Introductory question
: Can you recall any past experience with purchase or consuming Organic vegetables?
• Transition question
: How do you feel when purchase Organic vegetables?
• Key question
: What do you like best and dislike about Organic vegetables?
: As far as you know, what is the relationship between organic vegetables and the
environment?
• Ending questions
: Suppose that you have an opportunity to talk to advertising agency about our topic discussed
today, what would you say?
2. Semi-structured Interview guide (above 20mins)
Question design logic:
1) First set questions must be broad questions:
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Your age, occupation, gender
Tell me about your experience of glossary shopping Habit
(Probes: could you be more specific / can you give me an example?)
How often do you purchase vegetable? Habit
(Probes: when do you normally purchase and where?)
How much
When talk about organic vegetables, what first comes to your mind? Feelings
(Probes: could you be more specific / can you give me an example?)
How do you know about organic vegetables? Habit
(Probes: could you be more specific?)
2) The middle session pursue idea in more depth
– You mention that …. What/ how/ why makes you feel like that
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If you see someone are purchasing organic vegetables, why you think they do so?
Preference
(Probes: what attributes do you think they are seeking for? Why these attributes? Why
these consequences?)
What make you think it is organic vegetable?
What stops you from purchasing organic vegetables? Concerns
(Probes: you mention that… what/ how/ why makes you feel like that)
If using and animal to describe organic vegetable what animal will you choose?
Perceptions
(Probes: why you associate this animal to organic vegetables)
3) Concluding section
– Seek clarification for anything that is still unclear, and ask question that link to any
research theory you may be using
3. Individual interviewers transcript (500 words each)
Focus group transcripts:
–
Moderator:
: Good evening and welcome to our session. Thanks for taking the time to join us to talk about
organic vegetables in the county.
: My name is Dolly, taking the research for Manchester University cooperated Ads agency
Connect4Climate, to understand your perceptions of organic vegetables, we want to know
what you like or don’t like about organic vegetables, triggers and barriers for purchasing
organic vegetables, why consuming organic vegetables.
: You were selected because you are youth who concerned about your future but struggle to
find meaningful action. We are having discussion like this throughout the countries.
: Also, I need to notice you guys that there are no right or wrong answer, just different point of
view. Please feel free to throw out your any thoughts and opinions.
: This discussion will be voice recorded for further marketing analysis but anonymity.
: So don’t need to worry, and you don’t need to agree with others but please listen respectfully
as other share their views.
– Observer:
The participant consent signed (digitally)
Moderator are engaged with audience, ease talking atmosphere, participants listened carefully
and showed there name tag in their self-camera.
– Moderator:
: So, if now I’m talking about Organic vegetables, what comes to your mind?
A: Organic vegetables taste better and have better package usually, but they are more
expensive. Also, they look more ugly than normal vegetables. The size of goods shelves for
organic vegetable is usually smaller, and now I’m thinking of organic tomato.
E: Broccoli, oh! sorry to interrupt. It just come to my mouth! Have you finished?
A: Yes, I have, go ahead.
E: I can think of broccoli and the fresh and colorful painting packages. They are all on the shelf
with water auto- spray machine, but it’s a little bit pricey…
C: Hmm……without pesticide. Maybe the packaging is usually more delicate. And the price is a
bit higher than general vegetables.
D: For me, I don’t know why but I’m thinking of international or imports supermarket, and also
some colorful image and colorful peppers jumps in my mind. Oh, and also vegetarian.
B: Well, organic vegetables, for me, indicate health, no use of pesticides or harmful chemicals,
and fine packages… Also, the development of environmental sustainability comes to my mind.
– Moderator:
: Can you recall any past experience with purchase or consuming Organic vegetables?
A: Wholefoods, they only sell organic foods! I purchased organic tomatoes there last time, and
they are much more delicious than the ordinary one. And I only use organic tomatoes to make
tomato oxtail soup. The organic tomatoes are the best! Even though the vegetables in whole
foods are more expensive but the purchasing experience is better, with better service and
better layout which make me have higher purchasing willingness.
C: Haha, the dish sounds attractive! Well…..a couple of days ago, I went to Lidl for groceries
shopping. I picked up an organic cucumber, and I found it’s one-third more expensive than nonorganic vegetables. Then I switched to non-organic ones. Actually, I’m generally willing to buy
organic ones. But I’m a bit hard up at the moment, so…..
D: That’s a long time ago for me. Since I came back china, I rarely purchase organic vegetables,
last time I purchased organic vegetables for salad use, you know those mixed leaves in a plastic
package. It looks fresher and cleaner than the others.
B: Emm… last time I bought organic vegetable, some lettuce, from a supermarket. I saw the
delicate package, and veggies inside look fresh and clean. I still remembered and could recall
how good the lettuce’s tases is in my homemade salad.
E: I like carrots a lot, I found out the organic carrot is sweeter than the non-organic carrots.
Sometimes if I want make juice, I will always be choosing the organic carrots. However, I cook a
lot, so it will be too expensive to buy organic vegetable to cook, so I will buy non-organic
vegetable to cook instead.
– Moderator:
: How do you feel when purchase Organic vegetables?
A:
Expensive! but I feel they worth it and their taste make me feel satisfied. If I have enough
purchasing power for organic vegetables, I will never go for normal vegetables
E：Same for me! I The taste is quite good, but when I take the price into the consideration, the
organic vegetables are out of the picture.
D: Cause I heard about worms in salad leaves so I always pay extra attention to salad leave
when I’m selecting it. Purchase organic vegetable makes me feel that at least the leaves are
going through special selecting process and looks more fresh and clean
B: I agree, I think purchasing organic veggies could reduce my concerns on food safety. I feel
healthy when purchasing organic veggies. And yes, the price of organic vegetables is higher
than normal veggies, and it is expensive if I eat organic veggies every day.
C: Let me think….. Because there’s no chemical residue, I feel like my body is not….not
burdened. But still don’t think this is a necessity.
– Moderator:
: What do you like best and dislike about Organic vegetables?
A:
: I like their tastes! They are health and tasty.
D: You thought you goanna say organic tomatoes.
B,C,E: Hahaha…
A: Hahaha, I forgot it! But I think they are expensive and hard to buy in China. I mean organic
vegetables. Many fake … actually non-organic food but marked as organic vegetables. There are
no real or detailed definition for organic food in China
D: Similar for me, I like organic vegetables because they always look clean and fresh. And I can’t
think of anything that I dislike, just feeling that people are not very clear of what organic
vegetables are.
C: Actually, there’s something I dislike. I know that not using pesticide is the advantage of
organic vegetables, but it is also prone to insects. It took me a lot of time to clean.
B: Emm… I really like the way people plant veggies organically without using chemical pesticides
and fertilizers. It is environmentally friendly, fresh, and healthy. However, I think the high price,
you know, as compared to normal veggies, would influence my daily purchasing of the organic
vegetables. And in my hometown, the purchasing channel of organic vegetables is limited. And
there are some fake organic veggies found in the markets. Emm… without widespread of
organic concepts or ways to identify organic vegetables… I’m concern if the veggies are true
organic or not.
E: I agree with you! I like the taste, and it is good to my body. However, it is too expensive and
some of the manufacturers mark the non-organic vegetables as the organic vegetable to trick
the customer in China in order to earn more money.
– Moderator:
: As far as you know, what is the relationship between organic vegetables and the
environment?
A: Growing organic vegetables does not need chemical fertilizer which will cause irrecoverable
soil attenuation and water pollution. Therefore, our offspring will not have chance to have
organic vegetables.
E: I couldn’t agree more with your opinion!
D: yes, if we could have less agricultural chemical use, maybe helps in protecting the
atmosphere? Or to the soil at least.
C: Growing and purchasing organic vegetables can be regarded as an environmental behavior,
right? If the financial condition is allowed, I would do it for sure.
B: Hmm, I agree. I think planting organic vegetables could reduce our worries on environmental
sustainability.
– Moderator:
: Last question, suppose that you have an opportunity to talk to advertising agency about our
topic discussed today, what would you say?
A: I might tell them that they should give people a feeling of that organic vegetables is healthy
but inexpensive. Built on the advantages that organic vegetables bring to us. Educate people
how to identify organic food, what is organic food, and the advantages that organic vegetables
bring to us such as the environment, our healthy, tastier….
A: Also, may I be the endorsement of organic tomatoes? Because I really love organic
tomatoes! They are irreplaceable, especially when I make the tomato oxtail soup!
E：Ha-ha, you are so funny! Yes! I think the advertising agency should first focus on advertising
the concept of what the organic vegetable means and how that good for our life. After the
concept has been popularize, starting to advertise the real organization that has the authority
to mark the vegetable as organic.
C: Can’t agree more. I still care about the price. And I hope stores can have a stamp,
certification or something to prove that it’s the real organic vegetable. I don’t want to be a
doofus.
B: Well… hope the agency could focus on spreading the concepts or definitions of organic food!
In order to increase individuals’ awareness on the development of environmental sustainability,
by planting and purchasing organic veggies
D: Maybe tell them to do some social benefits activities? I don’t know.
– Moderator:
: Well, thinks again for attending our forces group! That’s all for today! Have a nice weekend!
Reference list:
Designing and conducting focus group interviews (guide design guideline)
https://www.eiu.edu/ihec/Krueger-FocusGroupInterviews.pdf
Understand why consumers buy or do not buy organic food (can use for our later analysis)
https://pdfs.semanticscholar.org/cdf9/724950f63dcfd8b7727a0c5156ed39b89760.pdf
Dolly’s code:
Communication
medium
News
Social media
Parents
Brand
Occasion
Attributes
Supermarket
Once a week
Display
Area
Attention
Health
Food safety
Quality
No pesticide
Naturally grow
Effort
Special
Precious
Audience
image
Smart
Dressed
Middle class
Young lady
Tide
Cost
45%
higher
Enough
Money
Sufficient
Expensive
Price
Types
Lettuces Supermarket
Tomatoes Troller
Area
Display
Cat
Worm
Soil
Wendy’s code:
Elements
Free of GMOs &
hormone
Omega 3
Dieting
Ecofriendly
Nutrious
Accessibility
Types
2-3
Asparagus
times/week
Avocadoes
Next to
Sweet peas
Community
Market
Cost
Expensive
13dollars/week
Connections
Fish
Body
Health
Immune system
Fresher Farming
Curious
Chieh’s code:
Location
Traditional market
Supermarket
Shelf
Attributes
Fresh
Cleaner
Better
Health
No pesticide
No chemical
Summer’s code
Audience image
Modern people
Attention
Health pervasion
Exercise
Mother
Parents
Cost
Usage
Price
Salad
Affordable
Ingredients
Convenience
Sign
Fake
Certification
mark
Credible
Connections
Shopping habit
Online ordering
– fruits, salad,
vegetables
App
Freshhema
Meituan
Offline
Nearby
Shopping
frequency
Twice a week
Depends
An hour before
coming off duty
Month ago.
Attributes
Audience
image
Health
Low-paid
Green
internship
No pesticides
Gym
Environmentally Higher income
friendly.
No need wash
veggies
Cost
Connections
Higher
price
More than
40-50 RMB
Expensive
Agricultural
process
No chemical
fertilizer
Luxurious
Sheep
Green
Fresh grass
Xianda’s code
Occasion
Freshhema
Yesterday
2-3 times a week
Package
Attributes
Origin
Mark
“green” V “organic”
FDA mark
Trust
Ease
Health
Better quality
Looks not as
good as normal
vegetables
Audience
image
Study abroad
Educated
America
Known
Cost
Connections
Expensive
Higher
price
Job
Income
Distinguish
Chemical
fertilizer
Condition
Tested
Government
department
French
bulldog
Expensive
Ugly
–
Purchasing behavior
o Distribution: supermarket; traditional market; shelf; online ordering; Freshhema;
Meituan App; offline; nearby; next to the community.
o Frequency: once a week; 2-3 times a week, weekends purchasing, 1 hour before
getting off the work
o Type: lettuce, tomatoes, salad leaves, avocadoes, sweet peas, asparagus,
o Average spending: $13; $6-12 (40-80rmb)
–
Persona (target audience)
o Smart, Dressed, Middle class, Young lady, Tide, high income, gym lover, salad
lover, busy people, study abroad, educated, health preservation.
–
Attributes
o Health, green, nutritious, fresh, no pesticide, no chemical fertilizer, eco-friendly,
cleaner, convenient, no preservative, good, tasty, boost immune system, dieting,
no growth hormone,
–
Concerns & Barriers:
o Certification, price, credibility, affordability, brand, quality, food safety, GMOs,
FDA mark, government authentication, fake.
–
Projection
o Luxurious, ugly, special, precious, naturally grow, soil, cat, effort, French Bulldog,
fish (omega 3), sheep, no pollution,
–
Communication medium
o Social media, parents, News, package, tags. Course taken, family
Group Presentation
Presentations should follow a similar structure to the
Methodology and Findings sections of a research study
(e.g., a journal article or dissertation). The following
structure is recommended for your slides (some
adaptions are allowed):
1. Introduction (brief description of topic)
2. Data Collection (e.g., overview of
decisions/choices/questions/probes, interview guide,
focus group discussion guide, brief description of
sampling approaches, justification for choice of online
community and process of observation followed)
3. Data Analysis (e.g., description of the analysis (coding)
technique; final version of codes in tabular format;
examples of how you came up with/refined these
codes)
4. Findings (with some data from the interviews and the
focus group as evidence; link to the analysis and discuss
key themes where appropriate)
5. Managerial recommendations (the key aspects of the
message to be communicated based on your knowledge
of the target market’s triggers and barriers)
6. Evaluation of the quality of the research (use
trustworthiness criteria; acknowledge limitations of
your research and state potential remedies)
7. References (at least 10 references)
Purchase answer to see full
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