Marketing

Assignment Clinic A

Assignment Question: The Social Impact Team

Following the format of a market research proposal, you are asked to propose and justify a research design to address the information gap stipulated in the client’s brief. You are expected to provide sound rationale for your methodological choices. Please ensure that your rationale is grounded in research theories and relevant academic references introduced to you in the lectures as well as in the reading list.

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Market Research Proposal – Proposing Research Idea. Show a clear debrief of the client’s research need

Justification and Rationale – a sound rationale for a research design is one that:

Clearly address the information need of the client

Consistent – from Research Objectives – Methods

Grounded in Academic/Research Theories

Your Role: Marketing Research Agency

Information Gap – See Case Study

DO NOT CONDUCT ACTUAL FIELDWORK/PRIMARY RESEARCH PROPOSAL – ASSIGNMENT A ReSEARCH INSTRUMENT – Assignment B

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Information Gap: GREENWASHING ECO-ANXIETY

To what extent are students worry about issues of climate change (eco-anxiety)? To what extent does eco-anxiety lead to purchase intention of eco-friendly product?

What are student’s current perception and attitude towards eco-friendly consumption? What factors shape student’s eco-consciousness?

To what extent is student’s eco-consciousness associated with awareness of greenwashing? Similarly does a lack of eco-consciousness contribute to lack of awareness in greenwashing?

To what extent does student’s awareness of greenwashing shape their attitude towards eco-anxiety? Do students consider environmental issues to be the responsibility of individuals, businesses, government and/or systemic changes? To what extent do students consider their individual responsibility to be prominent vis-à-vis other stakeholders?

What roles do social media play (if any) in shaping perceptions of eco-consciousness and greenwashing?

Are there any differences in gender, age, cultural background, educational (types of degree and courses) in how students perceive greenwashing, eco-consciousness and perceived individual responsibility?

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Tips

You do not have to address all the research gaps

Run through the list of questions and consider the type of information need. Consider whether:

There is a need to gain in-depth details or to measure existing relationships variables

Should this be an exploratory or a descriptive study?

Some of the questions can be done using both research design depending on your information need (whether you want an in-depth study or to make a conclusive measurement of interrelated variables)

Choose either an EXPLORATORY or DESCRIPTIVE STUDY – NOT BOTH

EXPLORATORY- Qualitative

DESCRIPTIVE – Quantitative

Construct SMART objectives accordingly (to explore…., to determine)

Design either a QUALITATIVE OR QUANTITATIVE study to address the research question

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Suggested Structure – Cover page

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Design the Graphics of your Cover: Make it Professional

PROJECT TITLE

Insert Project Title

e.g. Consciousness & Greenwashing

Client:

The Social Impact Team

Name of your Marketing Research Agency

Address and Contact Details of your MR Agency

Insert Client’s Name

Background and Problem Definition (approximately 400 words)

A short paragraph debriefing the client’s research need

Why does the Social Impact Team (SIT) commission this research?

How will this research helps SIT to attain its UN Sustainable Goals

What are the ‘problem/opportunity definitions’?

What are the information gap?

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DO NOT CONDUCT LENGHTY LITERATURE REVIEW ABOUT ECO-CONSCIOUSNESS AND GREENWASHING. THIS IS A RESEARCH METHOD MODULE!

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Research Aims and Objectives (not included in wordcount)

Outline your research aim and objectives – SMART objectives

1-2 Broad Research Aim

3-6 interrelated specific research objectives

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Sample broad and Specific Objectives (LAST YEAR Student’s Project)

BROAD Research Aim:

To explore UOL students’ (aged 18-30) perception of recycling whilst studying at the University of Leicester

To observe UOL students’ (aged 18-30) current recycling behaviour on the main University campus during the 2019 Spring Term

SPECIFIC Research Objectives:

To identify the key motivation and challenges influencing UOL students ‘(aged between 18-30) recycling habit on the University of Leicester main campus

To observe the extent to which the current day to day life of UOL students (aged 18-30) incorporate practices of recycling.

To understand how UOL students attribute personalised ‘values’ to practices of recycling in relation to the future sustainability of the planet.

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Overview of Methodology (app. 100 words)

Are you using an exploratory or conclusive research design (CHOOSE ONE)? Why?

Are you proposing the use of a qualitative or quantitative research (CHOOSE ONE)? Why?

How does your research design allow you to address the research aim(s) and objectives stipulated above?

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Data Collection Method (Qualitative) – 600 words

If you propose using qualitative research, what data collection methods would you use? Why?

If focus groups are used, what are the group compositions? Homogenous/Heterogenous? How many groups? Why? Duration of focus group?

If interviews are used, are your interviews structured, semi-structured or unstructured? Why? How long would your interview be?

If ethnography is used, what type of observations would you conduct? Why? Provide a brief explanation on how you intend to carry out your ethnographic fieldwork. For example, would you be using photograph, diary etc? How long and how often would you observe your participants?

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HOW ARE YOUR DATA COLLECTION METHODS ENABLE YOU TO ADDRESS YOUR RESEARCH OBJECTIVES?

Data Collection Method (QUANTITATIVE) – 600 words

If you are using a quantitative study, what variables are you measuring? In other words, what research objectives/hypothesis would you address in your questionnaire? Your hypothesis must be derived from existing study.

E.g.

H1: Female is different to Male in terms of their eco-consciousness

How does a quantitative study allow you to address these hypothesis?

Is your survey structured, semi-structured or unstructured? Why?

How do you intend to distribute your questionnaire?

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Sampling (app. 800)

First define your target population. Who are you going to research? How are you going to recruit them? What are your sampling criteria?

Next, outline what sampling technique you intend to use. Do you intend to use a probability or non-probability sampling technique? Why?

What sampling method do you intend to use and why?

Probability (random…..)

Non-Probability (convenient…..)

 

Provide an indication of your sample size (e.g. focus group – how many per group).

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Timeframe (not included in wordcount

When submitting your research proposal, please provide a list of activities covering the period between April-September 2021.

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Credentials (app. 100 words)

In a short paragraph, provide compelling rationale as to why you should win the bid!

Why should SIT consider your proposal?

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Evaluation of Tender

The tenders will be evaluated based on the following criteria:

 

Clear rationale for a proposed area of study (see above)

Clear research aim and objectives

Clear definition of target sample and sampling technique

Effective research methodology, which address the research aim(s) and objectives. Clear justification must be provided for the proposed methodology

Ability to deliver promptly

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Last Note

Make sure your methodological justifications are grounded in research method theories and references.

E.g. Our research agency proposed the use of focus group as this method enables the researcher to capture the group dynamics (Cattarell and Maclaran, 2007; Morgan 1998), which are particular important for a socially topical issue such as organ donation. In particular, capturing group dynamics are particularly important to enable us to gain in depth insight into donor’s social perception (Research Objective 2)

See suggested reading for particular topics

Enclose a list of reference you cited

No appendices are needed for this assignment (Questionnaire or interview guides – are the domain of Assessment B)

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Useful Reading on Greenwashing and Eco-Consciousness

de Jong, Menno D.T ; Harkink, Karen M ; Barth, Susanne (2017), Making Green Stuff? Effects of Corporate Greenwashing on Consumers, Journal of business and technical communication, Vol.32 (1), p.77-112 (link)

Zhang, Lu ; Li, Dayuan ; Cao, Cuicui ; Huang, Senhua (2018), The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern, Journal of cleaner production, Vol.187, p.740-750. (link)

Nam, Su-Jung (2020), Moderating effects of consumer empowerment on the relationship between involvement in eco-friendly food and eco-friendly food behaviour, International Journal of Consumer Studies.Vol. 44 (4): 297-305 (link)

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