MARKETING RESEARCH Table of Contents Introduction. 2 Background. 2 Research Objectives. 2 Research Methodology. 3 Type of the research. 3 Significant method of data collection. 4 Sample as well as sampling process. 4 Justification of the proposed study. 5 Data Analysis. 5 Conclusion. 6 References. 7 Appendix. 8 Introduction Healthy lifestyle is a significant way which may lower the risks of being ill and it will in turn lead towards lowering the mortality also. A thorough research will be conducted on the particular problem such as consumer attitudes towards a healthy lifestyle through primary data collection and quantitative data analysis with survey methods. Background It may be implied that most of the consumers in Australia engage in buying discretionary food which tend to be high in fat, sugar as well as salt which in turn calls for imminent risk factors such as type 2 diabetes, obesity and overweight. The particular research regarding a prominent marketing problem such as consumers’ attitudes towards healthy lifestyle holds a huge significance as it will provide quality results to help in mitigating this prominent issue. Furthermore, it may be mentioned that people from every age group indulge in poor diets and lack of attention to health products result in poor lifestyles. Moreover, functional or healthy foods are playing a key role in healthy lifestyle or habits as there is a growing concern about the perception and health that diet affects healthiness directly (Küster and Vidal, 2017). However, it needs to be mentioned that a particular group of people whose age ranges from 25 years to 35 years are still a little bit more conscious about a healthy lifestyle than the people of other age groups. On the other hand, healthy products not only focus on buying healthy foods instead it also puts certain focus on other health products such as health related medicines, contact lens solutions, disinfectants, cold remedies as well as pain relievers. Therefore, it may be considered that this particular research proposal will certainly come with significant solutions to overcome the marketing problem regarding consumers’ attitudes towards a healthy lifestyle. Research Objectives To find out whether consumers have positive attitude towards leading a healthy lifestyleTo find out whether consumers are engaging in purchasing healthy products to lead a healthy lifestyleTo determine certain procedures to assist in mitigating the particular marketing problem namely consumers attitudes towards healthy lifestylesTo put extreme focus on the target population which is the age group of 35 years to 65 years old to measure the certain number of people who engage in poor lifestylesTo determine certain reasons of the particular marketing problem and find out certain means to lead towards sustainability by mitigating the particular issue Research Methodology Figure 1: Research Methodology (Source: Saunders et al., 2015) Type of the research It may certainly be mentioned that the proposed research will be conducted through quantitative data analysis with a survey method which will in turn help in producing high quality results. Furthermore, it may be mentioned that quantitative research will certainly assist in garnering detailed results with the help of surveys which will be conducted over 20 respondents or consumers in Australia. In addition to that, the prominent procedures of collecting detailed information invariably stay at the centre of a research methodology (Saunders et al., 2015). Significant method of data collection It may also be implied the particular research will be conducted with the help of primary data collection which will in turn lead the reach towards being more authentic as well as independent of individual observation. Furthermore, it may be stated that primary research will certainly be based upon collecting facts or detailed information about consumers’ attitude towards healthy lifestyles through current observation with help of survey methods. On the other hand, the target population will certainly be the age group that ranges from 35 years to 65 years as most of the people of the particular age group neglect buying healthy products and foods to lead a healthy lifestyle. However, it may also be implied that primary data collection is the most sought after strategy while no proper or detailed data is available to come down to prominent inference with significant solutions (SYLVIA, 2018). Moreover, primary data collection is a huge benefit for the management of decision making as it certainly assists in gathering significant knowledge about the current market regarding consumers’ attitude towards healthy lifestyles. Furthermore, primary data will help in the decision making process by recording attitudes, behaviour and certain beliefs of the target population which will in turn result in attaining all the research objectives. Sample as well as sampling process It may be implied that during the research procedures a total of around 20 questionnaires will be formed which will be interrogated through survey methods to 20 respondents or consumers to determine a quality result of the particular research. Furthermore, surveys will certainly enable the research to assess the target population properly by developing proposed questionnaires which will in turn determine certain solutions to lead the population towards healthy lifestyles. Surveys will help in producing individual experiences, attitudes as well as views on purchasing healthy products and organic foods which will in turn help in the management of the decision making process. Along with that, surveys may consist of different factors such as telephones survey, online questionnaire as well as offline questionnaires and in this scenario telephonic survey and online questionnaires will be used to develop a high quality result of the research proposal. However, it has been witnessed that social desirability certainly tends to be associated hugely with telephonic survey and web survey is not preferred properly (Zhang et al., 2017). Justification of the proposed study On the other hand, the research proposal will be conducted with the help of quantitative data analysis as the particular type of data analysis will help in developing number based results which will in turn lead towards attaining all the research objectives effortlessly. In addition to that, considering research objectives, it may be stated that the quantitative approach will assist in determining the particular number of consumers who do not engage in healthy lifestyles. Furthermore, quantitative data analysis through telephonic survey and online questionnaires ensures that all the detailed facts and information is being gathered through a primary collection method which will in turn help in the management of decision making process. Quantitative data analysis holds a crucial importance in research procedures as it leads towards collecting a great number of data as well as interpreting and analysing them (Henryk, 2018). Data Analysis Furthermore, it may be implied that pre-coding requirements hold a huge significance as it will help the quantitative survey to be conducted in a proper way which is independent of any sort biased perception or observation. Additionally, in this scenario, all the questionnaires of the telephonic survey as well as online surveys will certainly be based on close ended questions which will in turn lead towards producing high quality results. On the other hand, the pre coding of the data analysis will be in the form of pie charts in order to come down to concrete deduction with certain means to mitigate the particular marketing issue. Moreover, for a certain amount of advantages associated with perception, pie charts are being frequently used in order to produce or represent a significant amount of meaningful numerical data (De, 2018). Apart from that, it may be stated that the numerical data will help in the management of the decision making process to mitigate the issue regarding consumers’ attitudes towards healthy lifestyles. On a contradictory note, it may be argued that quantitative data analysis is unlike qualitative data analysis and it helps in statistical data analysis which will in turn help in producing in-depth results to identify the issue and develop significant means to tackle the issue. Moreover, quantitative data analysis will also assist in bringing out significant data regarding preference trends, certain differences between demographics and groups in Australia to determine gender, age as well as occupation of the consumers. Furthermore, quantitative survey through primary data collection will help in producing high volume sample size which will in turn produce trustworthy results to assist in the management of proper marketing decision making processes. Furthermore, in order to measure the certain number of people from the target population that the age group from 35 years to 65 years to determine the number of consumers who may not engage in buying healthy products to lead healthy lifestyles. Moreover, the statistical tests will be in the form of analysis of variables or different samples in either SPSS or Ms Excel which will be gathered from 20 different respondents. On the other hand, statistical tests as well as variables and pre-coding requirements of quantitative data analysis certainly involve graphs and pie charts which will help in determining more in-depth results regarding the particular marketing issue. Data are generally collected in a raw format which turns out to be difficult to comprehend the detailed information, thus, graphical forms are used most of the time for the authors as well as readers to comprehend all the information effortlessly (J and Lee, 2017). Conclusion Considering all the information mentioned above, it may be concluded that the particular research proposal holds a huge significance in order to mitigate the marketing issue namely consumers’ attitudes towards healthy lifestyles. Furthermore, with the help of quantitative surveys the research proposal will develop certain ways to lead all the consumers of Australia to lead a healthy lifestyle by purchasing healthy products and foods. References De, P., 2018, December. Automatic data extraction from 2D and 3D pie chart images. In 2018 IEEE 8th International Advance Computing Conference (IACC) (pp. 20-25). IEEE. Henryk, D., 2018, April. Quantitative methods in the triangulation process. In Proceedings of International Academic Conferences (No. 7508759). International Institute of Social and Economic Sciences. In, J. and Lee, S., 2017. Statistical data presentation. Korean journal of anesthesiology, 70(3), p.267. Küster-Boluda, I. and Vidal-Capilla, I., 2017. Consumer attitudes in the election of functional foods. Spanish Journal of Marketing-ESIC, 21, pp.65-79. Saunders, M.N., Lewis, P., Thornhill, A. and Bristow, A., 2015. Understanding research philosophy and approaches to theory development. SYLVIA, M.L., 2018. Primary Data Collection. Clinical Analytics and Data Management for the DNP, p.87. Zhang, X., Kuchinke, L., Woud, M.L., Velten, J. and Margraf, J., 2017. Survey method matters: Online/offline questionnaires and face-to-face or telephone interviews differ. Computers in Human Behavior, 71, pp.172-180. Appendix Proposed Questionnaires How far do you agree that consumers are leading a healthy lifestyle?How far do you agree that consumers are engaging in buying healthy foods?How far do you agree that consumers are buying healthy products?How far do you agree that consumers are concerned about a healthy diet?How far do you agree that most of the consumers are leading poor lifestyles?How far do you agree that most of the consumers are aged between 35 years to 65 years?How far do you agree that consumers’ attitudes may be changed through proper marketing decisions?How far do you agree that more advertisements on healthy products will help?How far do you agree that this is a significant marketing problem?How far do you agree that poor lifestyles will lead towards severe illness?How far do you agree that healthy lifestyles will help in lowering the mortality rates?How far do you agree that extreme focus needs to be laid upon healthy lifestyles?How far do you agree that a survey will help in developing certain ways to mitigate this marketing problem?How far do you agree that most of the consumers indulge in eating discretionary foods?How far do you agree that obesity and overweight are the living examples of poor lifestyles?How far do you agree that consumers are gradually becoming health conscious?How far do you agree that more employment is required in farming sectors?How far do you agree that consumers are willing to buy organic foods?How far do you agree that consumers have concerns over healthy lifestyles?How far do you agree that consumers will be willing to incorporate certain changes to lead towards healthy lifestyles?
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