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Title: Individual Customer Insight Report
Instructions: You are required to complete and report on a Marketing Research project (details given below).
Your report should be written in a style. and format that would be of interest to a Board of Directors and the Marketing Team in a (fictitious) Game Meat company located in Scotland. The company plans to expand their business and enter EU market. Your job is to perform. secondary research and analysis of existing dataset containing data from 10 European countries. The data originate from a survey on perception and characteristics of game meats and reasons for its consumption. Original data set is available at Harvard Dataverse: https://doi.org/10.7910/DVN/XK9VS9.. The report should be a stand-alone document containing all necessary information regarding the whole marketing research project (excluding details of the research methodology).
The objectives of this Marketing Research projects are as follows:
1. Write short game meat market overview to provide current consumer trends in the EU countries.
2. Analyse the frequency and types of game meat consumption across different demographic categories and identify trends and patterns in consumption behaviour.
3. Evaluate the attributes of game meat that are most valued by consumers and identify regional preferences.
4. Identify the reasons behind game meat consumption and key factors influencing consumer choices.
5. Based on the insights gained and market overview, suggest promotional activities, product positioning, and messaging that align with consumer preferences and motivations.
6. Assess the relevancy, adequacy, and limitations of the data set you used to write your Customer Insight Report. Include evaluation of the data collection method used in the survey.
Guidelines:
In order to achieve the above objectives your report should encompass the following:
1. An executive summary (no more than 100 words).
2. An introduction to the game meat market in the EU using secondary research to scope the issues Scottish game producer should know when introducing their product to European consumers (approx. 500 words).
3. Report of the analysis and discussion of the quantitative results (approx. 1000 words) in the following sub-sections:
a) Descriptive statistics: Frequency Distribution: Calculate the frequency of consumption, types of game meat consumed, and other categorical variables to understand the distribution of responses. Measures of Central Tendency: Use mean, median, and mode to summarize the central values of data. Measures of Dispersion: Calculate the range, variance, and standard deviation to understand the spread of data. As visualising the findings effectively is crucial for communicating insights clearly you need to include charts/graphs.
b) Cross-tabulation: Create cross-tabulations to examine the relationships between different variables (e.g., frequency of consumption by country). Run at least three chi-square analyses that would provide useful insight to the reader.
c) Comparison of means T-test and ANOVA: Compare the importance of specific game meat attributes (e.g., taste, nutritional benefits) between different respondents’ group. (e.g., males vs. females, different age groups
4) Based on your prior quantitative analyses and reflecting on your knowledge of qualitative research gained while compiling this Report, conclude with the following subheadings (approx. 400 words):
a) Discussion and limitations
b) Marketing recommendations - including but not limited to, segmentation strategy, positioning and marketing communications the Scottish company should employ when entering EU markets.
Submission:
Submit your essay as a Word document or PDF file to Turnitin. Include a title page with your name, student ID, course title, and date of submission. Please follow these formatting guidelines: Font / Size: Arial or Times New Roman 12; Spacing: 1.5; Margins: At least 2.54 to left and right and text ‘justified’.
Assessment Criteria:
· Correct application of data analysis methods (e.g., descriptive statistics, t-tests).
· Depth of insights derived from the data, including identification of key trends and patterns.
· Relevance of the analysis to the project objectives and the market expansion strategy.
· Clarity and coherence of writing.
· Proper citation and referencing.
Detailed assessment criteria for categorical marks are listed at the end of this document.
Good luck with your report! If you have any questions or need further clarification, feel free to ask me during workshops, via email or come and see me during office hours Mondays 13.30-14.30 and Tuesdays 11.30- 12.30. My office is in Alun Building room 3.01, third floor.
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