Marketing Research Proposal Analysis Essay Example
Marketing Research Proposal Analysis Essay Example

Marketing Research Proposal Analysis Essay Example

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  • Pages: 5 (1252 words)
  • Published: May 13, 2017
  • Type: Analysis
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Urban farming, also known as cultivating, processing, and distributing food in or around villages, towns, or cities [1], focuses on meeting the daily food demand of customers within metropolitan areas. This is achieved through intensive production methods and utilizing natural resources and urban wastes to cultivate a variety of crops and livestock. Numerous global initiatives support urban farming, which Arthur Hiemstra and Bethany Lord aim to promote in Western Australia (WA). The objective of this report is to evaluate the current state of urban farming in WA and gauge interest in the practice.

The goal of this project is to address the management concern of establishing a platform to support urban farming initiatives in WA. The objective is to provide an overview and evaluate existing efforts, while also identifying steps needed to make urban farming more appealing to individuals aged 25 and under. The research framework includes two main stages: analyzing secondary data and conducting exploratory research. Interviews

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will be conducted using a questionnaire that gathers information on individuals' advocacy for and involvement in urban farming, their attitudes towards it, their willingness to participate, and any obstacles they may encounter. Random unbiased sampling will ensure diverse demographics. For more information on the difference between scientific management and administrative management, please visit this link: https://studyhippo.com/difference-between-scientific-management-and-administrative-management/. The collected information will be analyzed and presented using graphs for clarity.

The research project is expected to last for six weeks, with over half of the allotted time dedicated to analyzing secondary data and conducting fieldwork.

Background:

Arthur and Bethany, from WA, came up with the idea for the Urban Farmer's Initiative. They enjoy planting vegetables and seedlings and decided to share their

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passion with others. Initially, their mission statement was to promote the excitement and fulfillment of growing one's own food. During their research, they discovered numerous urban farming initiatives worldwide, particularly in the United States. These initiatives have proven beneficial for communities, fostering support and collaboration. They also found that there are global concerns about rising food prices and a potential future shortage of food. Droughts and natural disasters have adversely affected farmers in Queensland and other regions of Australia. Additionally, urban farming aids individuals in becoming more self-sufficient and less reliant on traditional farming and commercial food sources. Arthur and Bethany are determined to develop a unique approach to urban farming initiatives in order to make a greater contribution to these communities, stating that enough has already been done in terms of reinventing the wheel.

The mission statement of the organization is now focused on providing a platform that supports and develops urban farming initiatives in Western Australia. To gather data and create this platform, a research proposal has been developed.

Problem Definition:

Management problem: The management problem is defined as determining the necessary steps to establish a platform that supports urban farming initiatives in WA.

Research problem: The research problem involves assessing existing urban farming activities and interest in urban farming in WA.

Approach to the Problem:

The purpose of this study is to conduct research and gather information on urban farming in WA. It aims to answer the following research questions:
- What available space can be utilized for urban farming?
- Who is currently engaged in growing fruits and vegetables, etc.?
- Which type of people are interested in growing their own food?
- What range of initiatives do they find appealing

and helpful?
- Which media channels are most effective for increasing awareness?

Additionally, it aims to provide an overview of current initiatives, evaluate various initiatives based on informed insights, and determine what factors would make urban farming attractive to individuals under 25 years old.

Research Plan:

The suggested research plan consists of two key phases.In the first step, we will search for readily available secondary data and assess its relevance to our study.

The second stage of our research involves conducting exploratory marketing research in Western Australia to gain a deeper understanding of the existing urban farming initiatives and interests. This, along with the preferences indicated in the survey, will help us plan the necessary steps to create and promote awareness about urban farming in WA.

Research Methodology:

Our primary research method will be interviews using a set of questionnaire questions. Using a questionnaire allows us to gather information in a standardized way, making it more objective and easy to analyze. The data collected can be entered into the computer using various software tools. Questionnaires are familiar to people and are less intrusive compared to phone interviews. If someone does not wish to participate, they can simply walk away, but if they agree, it is entirely up to them. To address the management problem of setting up an urban farming initiative in WA, we need to determine which approaches will be effective and which will not.

Our questionnaire is designed to gather information on people's involvement in urban farming, including their support for it and whether they participate in a community movement or practice it at home. We also want to know what types of food they grow, their attitudes towards urban farming,

their willingness to participate if given the opportunity, and the main factors that would discourage them from participating.

Population:

To ensure a representative sample and minimize bias, we will make the survey available to respondents from all demographic groups. Our goal is to promote urban farming among people of all ages and backgrounds. Therefore, we will not restrict the demographics of our respondents. To capture a diverse range of perspectives, we plan on conducting the survey at several locations including The University of Western Australia (to reach individuals under 25 years old), a Supermarket, Perth City Centre, and Matilda Bay. Our aim is to conduct 100 interviews so that we can gather different responses and identify interesting characteristics and opinions related to urban farming.

The questionnaire consists of a combination of closed-ended and open-ended questions. Closed-ended questions include "Yes/No" and multiple choice questions, which are more abundant in order to keep the research objective and easily quantifiable. Respondents will first be asked a series of questions about urban farming, followed by a set of generic demographic questions for segmentation purposes.
The data analysis will involve conducting qualitative data collection by our research team. Quantitative data, on the other hand, will be sourced from secondary sources. These secondary sources will be utilized to analyze the success of similar initiatives and gain a better understanding of issues related to an urban farming initiative in Western Australia.

These issues include those relating to enabling, supporting and developing an initiative in Western Australia. We will ask respondents one on one with the aid of a questionnaire – this moves to facilitate an easy flowing exchange of responses and focused discussion on the topic

of Urban Farming. Conducting research this way results in very minimal effort by the respondent and decreases dissonance and limiting false responses, while also being a fast and effective way to secure the accumulation of data.

Data analysis plan:

As the objectives of the research are broad and vastly unknown, we will be analyzing the data qualitatively. Using qualitative intercept interviews from our sample of 100 people, we will be able to extract answers to the proposed objectives. This focused approach to extrapolating information will help us better understand the implications of our findings – understanding where the vastly untapped market lies in Western Australia – attitudes of consumers towards the prospect of urban farming and identify areas of interest – in relevance to the research objectives.

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