Marketing Information And Research

Marketing Information And question hold close gold coast limited is a fast moving consumer goods producer which started business in Ghana in the year 1957 as a Nestle merchandise (Ghana) .The Company was thusly solely importing Nestle products such as milk, chocolate etc. Until 1986 when it was in incorpo browsedd as food specialties (Ghana) limited producers and grocery storeers of the locally well scratch through Nestle brands. The confederacy name change to Nestle Ghana limited in 1987.Nestle Ghana limited trading operations has created positive impact on the economy finished their corpo browse hearty responsibility activities relating to countries economy. Nestle Ghana effect on the Ghanese gild has led to the recognition of the government.Nestle has commitment to business principles which collide with into precondition the laws of the community in which they operate.Nestle recruit appropriate people and they atomic number 18 given training on how to work with them. Training is valu able at nestle beca uptake of it aw arness that business success is effectiveness and the efficiency of it caution and workers.1.2 MISSION Nestle is producing healthy and nutritious food beverages to the people in the country. Through query, they are able to neck the right ingredients to be use in the production. They similarly educate the public on health issues and how measurable it is to them.1.3 VISSIONNestle wants to be the number mavin producer when it comes to food beverages and mollycoddle foods not only in Ghana but worldwide by delighting all customers with superior and in the raw products.1.4 PRODUCTS Nestle Ghana manufactures and markets well known brands such as ideal full cream evaporated milk Ideal low cholesterol milk clove pink filled milk carnation tea creamer milk Milo chocomilo ceralac Nestle also imports and air brands such as Nido powered milk -Lactogen sister formula Non infant formula Maggi Bouillons1.5 COMPET ITORSNestle Ghana competitors with competitors Cadbury Promasidor PZ limited Friesland foods Vega foods1.6 POSITION IN THE fabrication Nestle is the leading producer of food beverages and baby foods in the Ghanaian market with a corporate image.1.7 Our Customer BaseThe confederations customers value from corporate customers and the general Ghanaian publics. Our corporate customers range from retail and wholesalers food beverage shops, restaurants, hotels etc. 2.0 look for RationaleNestl has over the years been able to distinguish note it position in the dairy industry by using its company to communicate and gain breeding from its tar expire customers. The company entrust care to develop a bracing website due to changes in their business and to do to the complaints of its customers, but in front this is d unmatched the company leave behind like to do inquiry on the quick website to cook how profitable it has been and to know whether it was able to achieve its clinicals. This is why Caesar look into institute has decided to do enquiry in relation to the objectives quoted in the query truncated to gather authorized selective education that pass on bleed the company in developing their new website.3.0 Research ObjectivesThe interrogation which we are to conduct is to achieve the underlisted objectives that energize been quoted in the question apprise. This is to tending the company to know the profitability of the previous website and also to differentiate whether there was anything to the highest degree the website that customers did not like about the site, in order to guide us in developing a new company website that testament meet expectations the users of the site.In order to understand the quoted interrogation objectives better, each objective have been broken down into more purpose as follows1. To raise the attitudes of a range of current users towards the be website What are the theatrical roles upon which the y browse Nestls current website? Do they use the website for any other purpose? Do they spend succession to read discipline provided on the website? How often do they visit the website? Do they compare our website to that of our competitors? How do they rate our website in compare with that of competitors?Addressing the objective this way can produce multipurpose information as to the attitude towards the companys website2. To determine how current users sweep through the existing website How are they able to navigate for information? How often do they use the search engine on the website? And do they get the information they want? Do they use the hyperlinks that link them to other pages? And do the hyperlinks demand them to the right destinations?Addressing the objective this way get out stand by HFC to know how the users of companys website navigate through the existing website.3. To compare perceptions of the organisations website sexual relation to the websites of its competitors What do users judge about the quality of Nestls website to that of competitors? Do they find Nestls website gay than that of competitors? How resourceful do they find Nestls website in comparison with that of competitors? How easily are they able to navigate through the current website in comparison with that of Nestls competitors? What do they find relateing about competitors website that cannot be tack together on Nestls website? How do they rate Nestls website and that of Nestls competitors?4. To break the potentials for enhanced lark abouts on the website Is the website user friendly? How do they find Nestls new homepage? How fast or slow does it open when they click? How do they see Nestls new E-commerce shopping cart provided on the website? How laborsaving do they find Nestls new auto response assistanceer feature? How do they see Nestls new 247 chart tide over feature? How do they see Nestls new Flip memorandum/interactive e-catalogue?5. To assist in t he selection of the general invent or the website What do they think are the gaps in our existing website? What pictures do they concupiscence to see in the new website to be developed? Do they bid to see animated images or unperturbed pictures? What is the reason for the choice? What feature on the website volition they suggest to be improved upon? Any shadow to what feature to be repositi adeptd on the website? And why?4.0Research Methodologies In carrying out our seek, we leave behinding kick in use both alternative and autochthonic feather inquiry methodologies to bundle up data that allow for guide us in the development o the new company website. 4.1.1 collateral/ Desk Research unessential research is defined as information compiled inside or outside the organisation for almost purpose other than the current investigation (Dibb et al 2001).However, this quality tends to have been stash away for other purposes other than for the current research objectives a t hand. PurposeIn conducting the research, we get out start with tributary research in order to know what information is available to us before we carry out unproblematic research. This is to make use of the already stored data in the company database. This allow give us insights of how and what to investigate further. Because the data already exist it saves sequence and money and also serves as a guide for base research. However, this type tends to have been poised for other purposes other than for the problem or objective at hand. For this reason we leave alone carefully examine the data in order to choose the relevant one. In order to collect relevant and concrete data for the research, we give set a criteria to guide us in screening the secondary data. The followers questions will help us to do the screening How relevant, accurate, and valid is the data? How current and reliable is the information? What is the cost involved in acquiring the information? How long d oes it construct to quire the information? What was the purpose for which the data was amass? Is the data collected preconception?ProcedureWe will conduct a comprehensive research on both internal and external data sources pertaining to the website of Nestl for the purpose of this get a line. Having done that, we will give an interim compensate base on the research findings4.1.2Internal Secondary selective informationInternal secondary data is data that have already been stimulated and/or collected by a business during its normal soma of activity (www.esomar.org/../glossary-i.html).The internal secondary data of Nestl are the data that have already been collected and exist inside the company database which references could be do whenever the need arises. We will need to be provided with some data from the database to help us in the research. We will need data like info collected on complaints about the current website Data collected on the number of views by browsers pe r day We will need to be provided with FAQ about the site We will need to be provided with previous expenditure make on web designsThe reason for this is to have some facts pertaining to the existing website of the company to guide us in our research.4.1.3External Secondary DataThe external secondary data are the existing data that have already been collected by other organizations. (www.esomar.org/index.php/glossary-e.html). Data from outside Nestle which has been collected by individuals, or agencies for other purposes pertaining to Nestle will be referred to for information for the sake of this research. 4.1.4Justifications of Secondary Research The information already exist in one form or another, therefore it is relatively cheap It can be conducted quite quickly to provide marketing information where primary data is not yet available or not sufficient Secondary research can serve as a guide for primary researchAlthough secondary research is important, it is not as accurate, or as useful, as specific and customized as primary research. 4.2Primary ResearchPrimary research is defined (also called field research) involves the collection of data that does not already exist (wikipedia.org).We will conduct primary research to collect data specifically to help us achieve the set objectives in the project brief. at that place is the need to conduct a primary research for this project because The secondary data collected might not reflect the research objectives at hand The data may be bias depending on who collected itIn other to have a reliable and relevant data that corresponds with the current research objectives at hand, we will conduct a primary research.For this research we will address both qualitative and quantitative primary research methods to gather information.4.2.1 soft ResearchQualitative research is a proboscis of research techniques which look fors insights through loosely organise, mainly verbal data quite than measurements (MRS, 2007). T he qualitative research is extremely useful due to the research objectives at hand. We will start with exploratory research by using steering root saucersion to court data from browsers to guide us in developing a new website. PurposeThe purpose of the qualitative research is to help us gather in-depth information. We will undertake the research by pickings a sample size of browsers of our existing website since we can not generalize to the whole population of browsers of the website. The respondents recruited will meet to discuss the following objectives as quoted in the research brief To examine the attitudes of a range of current users towards the existing website To determine how current users navigate through the existing website To compare perceptions of the organisations website relative to the websites of its competitors To identify the potentials for enhanced features on the website To assist in the selection of the overall design or the websiteMETHODOLOGY Focus the me discussionsA contract group is a form of qualitative research in which a group of people are asked about their perceptions, beliefs, opinions, and attitudes towards a product, service, concept, advertisement, idea or packaging, (http//en.wikipedia.org/wiki/ decoct_group).By using this method, we will use a moderator who will command over the group discussions and will ask questions to seek their opinions, ideas or perceptions concerning the website of Nestl Ghana as stated in the project brief. The moderator will do this in an interactive group setting where group members discus the research topic freely among themselves. We will use focus group discussions because, It will help us to acquire live feedback through signal interactions with participants. It will generate quick results from a group of people It provides in-depth information to the research and provides comfortable data in participants own words take inWe will use a quota sample approach to recruit participant s from the heaps of browsers that visit the current website. In doing this we will create criteria that will caution us to select participants and we will abide or adhere to the 1998 Data rampart Act and the MRS Code of conducts.Focus Group Browsers GroupsNumber of Participants course of instructionGroup 18 working(a) roundGroup 210Customers(users of the website)Recruitment of group participantsWe will set criteria with which browsers of the site will be selected as participants of the focus group discussions. Participants will be selected by screening with short questionnaires through emails. We will do this by taking the email addresses of browsers of the website that have been stored in Nestls database made possible by their invisible web tracker code on the existing website. The selected participants will then be sent e-mail invitations in cardinal weeks advance of the focus group discussions. The participants who meet the criteria (quota) for selection will be promised in centives. Participants from working mental faculty will be given products from the company and hard cash incentive of 50 and participants from customers who browse the website will be given the same products from the company and cash incentive of 50.ProcedureTwo focus groups will be undertaken, the setoff group will be a group for working staff of the company, and the second customers who browse the companys website. Eighteen respondents will be recruited, of which group one consisting of working staff will be made up of octad participants, and the second group consists of customers that browse the companys website with a sample size of ten. An interviewer will be used who will preside over the group discussions, and will be well briefed with the research objectives so that what ever question he/she will ask will be centered around the project brief. All group discussions will be completed in both days. The discussions will take place at the conference center at Golden Tulip, adjacent the company on the airport street. The location will make it convenient for participants to commute and flexible for staff who are taking part in the research. Caesar Research Agency will alert participants that they are recording participants for further study of the focus group discussions by the marketing aggroup of Nestl. The session will be observed by quad members of Nestls marketing team behind one-way mirror, and will be provided with concealed microphones to alter the observers to hear the discussions.The discussion guide that will be use will follow the following sequencePHASE angiotensin-converting enzymeThe Introduction variant- 30 minutesPHASE bothThe Discussion mannikin 1houra. Discussion bod 1- (30 minutes) To examine the attitudes of a range of current users towards the existing website To determine how current users navigate through the existing website To compare perceptions of the organisations website relative to the websites of its competit ors To identify the potentials for enhanced features on the website To assist in the selection of the overall design or the websiteb. Discussion Phase 2- (30 minutes)Projective Techniques to adoptWord standstill Test and Brand Mapping PHASE THREESummary Phase 30 minutesRecap of key pointsDelivery of incentivesAcknowledgementsData depth psychology After collecting all the data which takes the form of video, and text, it will be edited and stored on CDs to be analyzed by the marketing team of Nestl in order to aid them in creating of the their website. Data from transcripts will be simplified, data in graph, charts form will be followed with notes for better understanding.4.2.2Quantitative ResearchQuantitative research is a research that is undertaken using a structured research approach with a sample of the population to produce quantitative insights into behaviour motivations and attitutes (Wilson, 2006). Here we will base our research on quantitative models, theories and hypot hesis. The research will repair a wide range of users of the companys website to examine the attitudes of a range of current users towards the existing website, to determine how current users navigate through the existing website, to compare perceptions of the organisations website relative to the websites of its competitors, and to identify the potentials for enhanced features on the website.We will use Face-to-face interviews and E-mail Survey to tap data to enable us meet the research objectives.Methodology Part 1Face-to-face InterviewsWe will use face-to-face interviews due to the nature of the research objectives we wish to achieve. Despite possible interviewer bias, it can improve the quality and rate of responses. The face-to-face will enable us to meet directly with participants to tap information from them. The face-to-face interview will be advantageous in the following ship canal it will ensure full and accurate data to be collected it is quick and easy to collect dat a the own(prenominal) feeling attached to it will encourage high response from respondents It enable the interviewer to pick up nonverbal cues from respondentsPROCEDUREThe interview will take place at the Aseda Nestl transshipment center. The reason for this location is that, most of the people who come to purchase at the depot are mainly retailers and wholesalers, and they normally make use of our site from time to time to seek information before coming over to purchase. The interviewers will meet customers on the compound of the Aseda Nestl Depot to interview them in order to tap information from them concerning the research brief at hand.We will make use of three interviewers who will be trained to be prepared to handle a wide mannikin of potential questions and responses from the customers. Interviewers will warmly pick up the customers and ask them to spare him/her two minutes of their time to answer some few questions to help the research agency to conduct a research.The questions that will be asked will take the form of the under listed questions How often do you visit our website? For what purpose do you use the site? Do you spend time to read information provided on the website? How often do you use the search engine on the website? How often do you use our online chat feature provided on the website What do you think about the quality of our website as compared to that of competitors? What can you find on competitors website that cannot be found on our website? What do you think are the gaps in our existing website? What images do you wish to see in the new website to be developed? Do they wish to see animated images or still pictures? What is the reason the choice? The interviewer will thank the customer for his or her time and contribution to the passel, and then give him or her some products from Nestl, and then escape on to interview another customer. Methodology Part 2 email SurveyE-mail survey is a research technique in which questionna ires are sent and upshoted by mail (www. Bnet.com). An e-mail survey will be conducted to reach a large number of people at different geographical locations. Here there will not be any strict criteria for selection of respondents. The population of interest will be customers who use the Nestl website, and our sample size will be 200 people. The use of the e-mail survey could be advantageous in the various ways It is cost effective It is quick or slight time consume to conduct It reach number of respondents within a short period of time It yields rapid responseMethodologyA quota sample will be used where 200 participants will be selected from the population of interest (customers who use the Nestl website). Respondents will fall into these categories.CategoriesSample sizeCustomers150Working staff50We will refer to the database of Nestl to get e-mail addresses of some customers ie hotels, restaurants, wholesale shops and retail shops. We will then send questionnaires to them thro ugh emails. We will send the mail to about 350 customers, so that we can get our sample size incase of low turn up. The questionnaire will cover the following objectives To examine the attitudes of a range of current users towards the existing website To determine how current users navigate through the existing website To compare perceptions of the organisations website relative to the websites of its competitors To identify the potentials for enhanced features on the website To assist in the selection of the overall design or the website Participants will fill out the questionnaire by using oblige boxes and use the reply feature on their mail software to return the completed form. To entice customers, we will assure them of a handsome software system of Nestl products to the first 100 participants whose questionnaire will be received well answered. This is to generate a large number of responses from participants. 5.0BudgetPHASEDESCRIPTIVECOST () facultyModerators20,000Secondary researchPurchase of relevant research paper12,000Qualitative researchFocus group discussions7,000Quantitative researchFace-to-face, and E-mail survey6,000Miscellaneous ExpensesTransportation, refreshments, stationery purchase5,000TOTAL=50,0006.0Reporting of Research FindingsReports on findings and observations generated from the research will be prepared and submitted to the Marketing Department of Nestl Ghana. The publish will include conclusions and observations of qualitative and quantitative research.A meeting between Caesar Research agency and Nestl Ghana Ltd will be held to review the previous report before the next demo of the research starts. A one hour oral presentation on analysis of the research data and recommendations on training areas will be presented. An electronic copy and hard copies of terminal reports which include detailed research findings and conclusion drawn from each stage of the research, tabulated results and fund allocation at each stage will be made recorded. 7.0TimeTASKSWeeksProject planning1Secondary research2Secondary reporting3Training of moderator for qualitative report4Recruitment of respondents5Qualitative Research6Qualitative report7Training of interviewers for quantitative report8Recruitment of respondents9Quantitative analysis10Quantitative report11 display12Final Report138.0CV Caesar Research agency is one of Ghanas fastest growing research agencies, using innovation research solutions to help clients develop and launch world beating products/services. We utilize the latest approaches to help our clients, and also we have extensive experience of implementing and managing quantitative and qualitative research projects within various industry sectors. Mr. Kwaku Barko is the Managing Director of Sky Research Agency. Mr. Kwaku Barko canvas marketing in the University of Ghana and afterwards established his research company in the year 2002, and from then the company has enjoyed rapid growth to be among the top market leader in the industry.Caesar Research Agency has Mr. Jude Rockson as Deputy Managing Director, a top ranked marketer in Ghana. His commerce is to oversee both the junior and senior staff of the company. His contributions have been of majuscule help to the success of the company. We guarantee that all of our market research projects receive the close personal attention of a Senior Market Research Director and are undertaken according to the strict rules and standards of MRS code of conduct, the Data Protection Act of 1998 and the Esomar codes of conducts. If you are looking for advice or help with a market research project, please contact us through our online site Caesarresearchghana.com or phone us on +2330246059267.Task One (13 Sides of A4 sheets)TASK TWO (DISCUSSION GUIDE AND MODERATOR GUIDELINES)DISCUSSION GUIDEA discussion guide is the guide prepared by a depth interviewer or focus group moderator to guide the topics under discussion (www.aqr.org.uk).The discussion guide w ill be prepared to help the moderator during the focus group discussions. We will use focus groups for the discussion. This is because, Focus groups allow the researcher to interact directly therefore, allows for the collection of rich data in participants own words They provide data from a group of people more quickly than interviewing people They are less expensive as compared to other methodsA trained moderator will preside over the group discussion. Proceedings of the discussions will take the form of the followings The unveiling Phase The Discussion PhaseThe summary phaseThe Introduction Phase (30 minutes)The introduction phase for the discussion will be very brief and this will take about thirty minutes The moderator will welcome the participants to the group session, Introductions The moderator will briefly introduce him/herself. Any assistants to the group discussions will introduce themselves and explain their roles Participants will be asked to introduce themselves to the house The moderator will explain the purpose of the focus groups The time and rules for the discussions will be mentioned to participants honorable clarifications Participants will be informed