Reference no: EM133003521

TASK 4

Read the data analysis below and complete the activities that follow.

The market research has been completed. Due to the delay in conducting the focus groups as explained in the previous activity, there was an overall delay of two weeks. The budget has been achieved.
You have received a report from the marketing officer at NatureCare Products that the secondary research conducted internally has identified the following relevant information from a number of secondary sources:
• Organic skin products are in high demand.
• Younger shoppers (under 28) are increasingly seeking organic skin care products.
• Online shopping is becoming increasingly in demand for purchases of organic products generally.
• Two certified organic competitors are seeing steady growth in their sales.
• Organic skin care products for infants are in demand.
You discovered through completing the secondary source research that there was a wealth of information available from these sources and that it may have been better to conduct the secondary research first, before engaging the consultant.
The report from the external consultants regarding the focus groups and one-to-one interviews have provided the following findings:
• Four focus groups comprising of six people were conducted. The six people in the group were all women and were aged over 35.
• One-to-one interviews with 50 people. Each interview lasted ten minutes. Interviews were conducted with 10 men and 40 women. Age ranges were between 30 and 50.
The overall findings from the qualitative research conducted was:
• Value for money is important even for high-end organic or natural skin care products. However, consumers were generally willing to pay more than for mainstream products.
• There was roughly a 50% split on whether organic certification was important or not.
• The men interviewed are also seeking organic skin care products.
Opportunities to purchase in a number of retail outlets, as well as online were sought.

Complete the following activities:
1. Analyse the data and prepare an evaluation report
• Use all of the information above to develop a report for your CEO and senior managers (your assessor). Address in your report:
- The outcomes of the market research
- Performance of the project, noting budgetary issues and timelines
- Your view on the validity and reliability of the data provided from the market research, including the sample size and demographics
- Whether you consider that the right mix of research methods were used

- To what extent the research has provided information against the research objectives specified in your market research project plan.
- Recommended improvements that you would make to the research process in the future including actions for implementation. Make at least one recommendation for change.
• Submit your report to the CEO (your assessor) requesting feedback and an indication of the management team's level of satisfaction on the research process and the research findings.

Task 4.1.
An evaluation report may include the following structure:

• Outcomes of market research

The outcomes of the market research conducted were as follows.

- Secondary Research:

- Primary Research:

• Performance of Project

• Validity and Reliability of Data

• Used Research Methods

• To what extent the research has provided information against the research objectives specified in your market research project plan

• Improvements Recommended

Task 4.2

Updated Market Research Policy and Procedure