PROJECT BRIEF:
A Chocolate brand marketing manager has contacted you and is looking for some market
research to be carried out for a new vegan chocolate bar, for the UK market. You are required
to write a report on the following:
• A new vegan chocolate bar (Food free market, lots of secondary information
through MINTEL/Statista in the library as well as other online resources)
You should produce a market research report (1750 words) for this brand. This report
consists of two parts. I the first part, you carry out desk research. In the second part, you need
to propose a potential future qualitative research that can be carried out. For the second part,
you DO NOT collect primary data rather you put forward a proposal on what research could
be carried out on behalf of the company. This is a two part piece of work
PART 1: (YOU CARRY OUT DESK RESEARCH) (1000 Words Max)
1. Desk Research: This will consist of examining data surrounding your chosen client
and the industry that they are in. MINTEL reports should be used for this as well as
journal articles, newspapers, their own websites.
PART 2: Outlining potential future qualitative research (YOU DO NOT CARRY OUT THIS
RESEARCH, THIS IS PURELY A PROPOSAL) (750 WORDS Max)
2. Based on your Desk research you will propose an aim for a future qualitative research
3. According to the research approach/aims you should choose a suitable sampling
method and a suitable methodology to carry out the research.
ASSIGNMENT INSTRUCTIONS
1. Questions relating to this assignment should in the first instance be directed to Sahar
Karimi ([email protected]) .
2. This is an individual assignment.
3. It is a desk based study. DO NOT collect primary data.
4. You must produce an individual report, not exceeding 1750 words (excluding
references and appendices).
5. The report is a Single DOCUMENT which must be word processed and presented in
the following format:
(PART 1 consists of)
• Title page (include your student numbers)
• Executive summary:
• Table of contents
• Introduction: Spell out your terms of reference
• Desk Research Findings: remember tables are not included in word counts
(PART 2 consists of)
• Aim of Future research: Based on what you have found in your desk research propose
an aim for future research
• Methodology : Discuss how you would go about doing the future research Sampling
etc (THIS IS JUST A PROPOSAL YOU DO NOT CARRY OUT THE RESEARCH)
• Conclusions and recommendations (this will be based on your desk research findings
and what you would hope the Future research would achieve)
• Appendices
• REFERENCES – make sure you include full details for all sources used
6. Use line spacing at 1.5, a font size of 12, and ensure all pages are numbered and
illustrations (eg tables, figures, graphs etc) clearly labelled.
7. The audience all have extensive knowledge of market research theory and are
therefore looking for the application of such rather than a description of theory.
8. The report will be marked against ULMS undergraduate marking criteria for reports
(see undergraduate handbook – also published on ULMS website). Please check this criteria
carefully when compiling the report to maximise your chances of a top mark. Also standard
University penalties will apply for late submission.
SUGGESTED READING
The following references are only intended to help you to start the research process. They will
need to be supplemented by other sources. You should be able to access them all via the library
catalogue and the internet.
Recommended Initial Reading:
Bradley, N (2010) Marketing Research. Tools and Techniques. Oxford: Oxford University
Press – particularly Chapter 7 and the Market Researcher’s Toolbox section.
MRS codes of conduct/professional guidance available on-line (mrs.org.uk).
Wilson, A (2006) Marketing Research. An Integrated Approach. 2nd Edn. Harlow, England:
Pearson Education Ltd (ISBN: 0-273-69474-X)
There are plenty of reports relating to the industries in the UK/Ireland
https://libguides.liverpool.ac.uk/Marketing
http://academic.mintel.com.liverpool.idm.oclc.org/homepages/default/
https://www-statista-com.liverpool.idm.oclc.org/
Plus any of the following academic sources may also be useful:
Carson, D, Gilmore, A, Perry, C and Gronhaug, K (2001) Qualitative Marketing Research.
London: Sage Publications. (ISBN: 0 7619 6366 9)
Chisnall, P (2005) Marketing Research. 7th Edn. Berkshire: McGraw-Hill Education. (ISBN:
0-07-710812-4)
Churchill, G A and Iacobucci, D (2005) Marketing Research: Methodological Foundations.
9
th Edn. Mason, Ohio: Thomson/South-Western. (ISBN: 0324225091)
Kent, R (2007) Marketing Research. Approaches, Methods and Applications in Europe.
London: Thomson Learning. (ISBN: 978-1-84480-327-9)
Malhotra, N K and Birks D F (2007) Marketing Research. An Applied Approach. 3rd European
Edn Harlow, England: Pearson Education Ltd. (ISBN: 0 273 70689-6)
McDaniel, C and Gates, R (2007) Marketing Research. 7th Edn. NJ: John Wiley & Sons.
(ISBN: 9 780471 755289)
McGivern, Y (2006) The Practice of Market and Social Research. An Introduction. 2
nd Edn.
Harlow, England: Pearson Education Ltd. (ISBN: 0-273-69510-X)
Smith, S M and Albaum, G S (2005) Fundamentals of Marketing Research. London: Sage
Publications Ltd. (ISBN: 0-7619-8852-1).