Marketing research proposal.pdf
ChihoYe
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Sep 09, 2016
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Slide Content
MARKETING
RESEARCH
BST 532
GROUP MENBER
ZHIHAO YE 1403696
YUE MA 1408813
Naratip Chaiyasoot 1457554
TU HU 1459373
CHEN QIANCHANG 1366754
Company
Word count: 3293
RESEARCH
BST 532
GROUP MENBER
ZHIHAO YE 1403696
YUE MA 1408813
Naratip Chaiyasoot 1457554
TU HU 1459373
CHEN QIANCHANG 1366754
Company
Word count: 3293
Marketing Research
Contents
Executive Summary ....................................................... 1
Research Objectives .................................................... 1
Sample and Methodology ........................................... 1
Key Findings ................................................................ 1
Recommendations ...................................................... 1
Research Proposal ......................................................... 2
Company Background & Rationale ............................. 2
Research Objectives .................................................... 2
Methodology .............................................................. 2
Reporting & Presentation ........................................... 5
Timings & Fees ............................................................ 5
Key Findings .................................................................. 6
Secondary Research .................................................... 6
Qualitative Research ................................................... 6
Quantitative Research ................................................ 8
Summary & Recommendations .................................. 11
Summary ................................................................... 11
Recommendations .................................................... 11
Reference List ............................................................. 12
Appendix.......................... Error! Bookmark not defined.
Marketing research proposal
created by Discovery Company
Contents
Executive Summary ....................................................... 1
Research Objectives .................................................... 1
Sample and Methodology ........................................... 1
Key Findings ................................................................ 1
Recommendations ...................................................... 1
Research Proposal ......................................................... 2
Company Background & Rationale ............................. 2
Research Objectives .................................................... 2
Methodology .............................................................. 2
Reporting & Presentation ........................................... 5
Timings & Fees ............................................................ 5
Key Findings .................................................................. 6
Secondary Research .................................................... 6
Qualitative Research ................................................... 6
Quantitative Research ................................................ 8
Summary & Recommendations .................................. 11
Summary ................................................................... 11
Recommendations .................................................... 11
Reference List ............................................................. 12
Appendix.......................... Error! Bookmark not defined.
Marketing research proposal
created by Discovery Company
Marketing Research
1 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
Executive Summary
Research Objectives
The jewellery company desired to understand consumer attitudes, motivations, perception
towards the products, and attraction in comparison. In addition, it wished to position the
main market by clarifying the price and assessing the channels.
Sample and Methodology
Secondary research was conducted to gain market insight into research objectives.
Focus group and survey were conducted amongst people at the age of 20-45.
Key Findings
People are willing to accept purchasing gift is a necessary behaviour, women are
more interested in and familiar with jewellery.
Respondents considered target product as abnormal jewellery without any interest.
Respondents expect to purchase the product offline with price less than £20.
According to the result, brand name and product name are better to have well-
design stories or meanings.
Recommendations
The company should focus on differentiation with other jewellery, keep the target
customers at age 20 to 40, set higher standard of quality and design, and try to operate off-
line store and create he name of brand and product with more meaningful and easy to
remember.
1 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
Executive Summary
Research Objectives
The jewellery company desired to understand consumer attitudes, motivations, perception
towards the products, and attraction in comparison. In addition, it wished to position the
main market by clarifying the price and assessing the channels.
Sample and Methodology
Secondary research was conducted to gain market insight into research objectives.
Focus group and survey were conducted amongst people at the age of 20-45.
Key Findings
People are willing to accept purchasing gift is a necessary behaviour, women are
more interested in and familiar with jewellery.
Respondents considered target product as abnormal jewellery without any interest.
Respondents expect to purchase the product offline with price less than £20.
According to the result, brand name and product name are better to have well-
design stories or meanings.
Recommendations
The company should focus on differentiation with other jewellery, keep the target
customers at age 20 to 40, set higher standard of quality and design, and try to operate off-
line store and create he name of brand and product with more meaningful and easy to
remember.
Marketing Research
2 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
Research Proposal
Company Background & Rationale
Our client is a company which just start-up within handmade jewellery. Their product mainly
made by hand-blown glass ball with real dried flower inside the glass. The flower and personal
customize features made their product more unique in the market. Right now company
mainly sell their product through online only (www.etsy.com), which specialising in craft.
Before the company fully launch in the market, they need us to conduct a marketing research
report for them in order to know whether market accept their product or not, and has
knowledge about how to improve their status and sales.
Research Objectives
According to the client brief, the jewellery company required Discovery Marketing Research
Company to cover the research objectives below in the research:
To discover customers’ attitudes and motivation towards consuming presents and
jewellery;
To identify suitable brand name and product name to attract target customers;
To explore customers’ perceptions towards real dried flower bulb jewellery and its
attraction in comparison;
To target the potential customers;
To position the main market by analysing the expected price;
To assess different channels including online and offline.
Methodology
There are six main research objectives in the project, according the situation of each
objective, we choose different methods to conduct the research, which are secondary
research, focus group, and survey.
Methods
Secondary Research
Secondary research can clarify the client company’s issues and opportunity with a small
amount of sources. It is emphasized that companies can make full use of data mining to
discover discrete segments in their customer bases and the feature of their product that
meet customer demand (Rygielski et al 2002). Therefore, secondary research is employed to
identify the potential customers, brand name and channels in this marketing research.
Through analysing the secondary data, such as company reports, sales records, customer
profiles of similar business. It is easy to identity the target customers, the sales channel and
the characteristic of most popular brand names. For example, the NeoVista Solutions
Company take advantage of the retailer’s internal databases and combining
neighbourhood’s historic sales pattern to find the reasons and solutions (Rygielski et al
2002).
2 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
Research Proposal
Company Background & Rationale
Our client is a company which just start-up within handmade jewellery. Their product mainly
made by hand-blown glass ball with real dried flower inside the glass. The flower and personal
customize features made their product more unique in the market. Right now company
mainly sell their product through online only (www.etsy.com), which specialising in craft.
Before the company fully launch in the market, they need us to conduct a marketing research
report for them in order to know whether market accept their product or not, and has
knowledge about how to improve their status and sales.
Research Objectives
According to the client brief, the jewellery company required Discovery Marketing Research
Company to cover the research objectives below in the research:
To discover customers’ attitudes and motivation towards consuming presents and
jewellery;
To identify suitable brand name and product name to attract target customers;
To explore customers’ perceptions towards real dried flower bulb jewellery and its
attraction in comparison;
To target the potential customers;
To position the main market by analysing the expected price;
To assess different channels including online and offline.
Methodology
There are six main research objectives in the project, according the situation of each
objective, we choose different methods to conduct the research, which are secondary
research, focus group, and survey.
Methods
Secondary Research
Secondary research can clarify the client company’s issues and opportunity with a small
amount of sources. It is emphasized that companies can make full use of data mining to
discover discrete segments in their customer bases and the feature of their product that
meet customer demand (Rygielski et al 2002). Therefore, secondary research is employed to
identify the potential customers, brand name and channels in this marketing research.
Through analysing the secondary data, such as company reports, sales records, customer
profiles of similar business. It is easy to identity the target customers, the sales channel and
the characteristic of most popular brand names. For example, the NeoVista Solutions
Company take advantage of the retailer’s internal databases and combining
neighbourhood’s historic sales pattern to find the reasons and solutions (Rygielski et al
2002).
Marketing Research
3 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
Focus Group
There are three fundamental strengths of qualitative methods,
1) Exploration and Discovery;
2) Context and depth;
3) Interpretation.
The feature that Focus group is different from others is focus group emphasis on through
group discussion collecting data. (Morgan 1997). As one of qualitative research, focus group
might be used to learn how customers feel about a product or brand and gain insight into
their emotional involvement because it can stimulate new ideas and thoughts from
respondents and make them respond realistically under group pressure (McDaniel and
Gates 2010). Therefore, focus group is chosen to explore general consumer attitudes and
motivation towards purchasing gifts and jewellery, perception of our products, and the
choice of channels. There are a large number of companies employ focus group to
understand perception, motivation, attitudes. For example, Bayer Pharmaceuticals
Corporation conduct focus group to understand customers’ perceptions towards
competitors and attitudes towards the brand in order to launch a new product
(Parasuraman, 2006). There are some cases about sales channels as well, for instance,
researchers conduct focus group in order to have a depth understanding of customer
experience about online shopping (Gilly and Wolfinbarger.2000).
Survey
In order to make the marketing research result more representable and realistic, it is
necessary to conduct surveys to grab statistical data (Bradley 2013). Self-administered
online questionnaire will be employed in this research. In terms of price, it is easy to find
which price range is the most proper one for our target customers. Many organizations use
survey to explore some information about price. For instance, a firm-based survey was
conducted in order to assessing the relative flexibility price adjustment in Canada (Amirault
et al. 2006). Turning to the objective of brand name, four various brand names have been
come up with which based on secondary data, and an open-end choice. In addition, the
survey would be also used in perception, motivation, attitude and channels. Because in the
focus group, the result of customers’ perception, attitude, motivation and channel to the
real flower jewellery cannot be generalized and some simple questions of those can be put
in the questionnaires, instead of in focus group, to reduce the cost. For example, there is a
survey conducted in Australia, asking for green place perception from both employers and
employees perspectives (Armitage 2011).
Respondent recruitment method & incentives
Participants are recruited in the age range from 20 to 35 and arrange female twice more
than male. For the focus group, participants were sought from internet and they had bought
jewellery before, they are recruited by phone. Participants were volunteers, in order to
thanks for their attendance. As to survey, we went to the city centre in Cardiff, and asking
the passerby, who looked between 20 and 35 whether they were willing to help us finish the
questionnaire. Lollipop was send to them as an incentive.
3 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
Focus Group
There are three fundamental strengths of qualitative methods,
1) Exploration and Discovery;
2) Context and depth;
3) Interpretation.
The feature that Focus group is different from others is focus group emphasis on through
group discussion collecting data. (Morgan 1997). As one of qualitative research, focus group
might be used to learn how customers feel about a product or brand and gain insight into
their emotional involvement because it can stimulate new ideas and thoughts from
respondents and make them respond realistically under group pressure (McDaniel and
Gates 2010). Therefore, focus group is chosen to explore general consumer attitudes and
motivation towards purchasing gifts and jewellery, perception of our products, and the
choice of channels. There are a large number of companies employ focus group to
understand perception, motivation, attitudes. For example, Bayer Pharmaceuticals
Corporation conduct focus group to understand customers’ perceptions towards
competitors and attitudes towards the brand in order to launch a new product
(Parasuraman, 2006). There are some cases about sales channels as well, for instance,
researchers conduct focus group in order to have a depth understanding of customer
experience about online shopping (Gilly and Wolfinbarger.2000).
Survey
In order to make the marketing research result more representable and realistic, it is
necessary to conduct surveys to grab statistical data (Bradley 2013). Self-administered
online questionnaire will be employed in this research. In terms of price, it is easy to find
which price range is the most proper one for our target customers. Many organizations use
survey to explore some information about price. For instance, a firm-based survey was
conducted in order to assessing the relative flexibility price adjustment in Canada (Amirault
et al. 2006). Turning to the objective of brand name, four various brand names have been
come up with which based on secondary data, and an open-end choice. In addition, the
survey would be also used in perception, motivation, attitude and channels. Because in the
focus group, the result of customers’ perception, attitude, motivation and channel to the
real flower jewellery cannot be generalized and some simple questions of those can be put
in the questionnaires, instead of in focus group, to reduce the cost. For example, there is a
survey conducted in Australia, asking for green place perception from both employers and
employees perspectives (Armitage 2011).
Respondent recruitment method & incentives
Participants are recruited in the age range from 20 to 35 and arrange female twice more
than male. For the focus group, participants were sought from internet and they had bought
jewellery before, they are recruited by phone. Participants were volunteers, in order to
thanks for their attendance. As to survey, we went to the city centre in Cardiff, and asking
the passerby, who looked between 20 and 35 whether they were willing to help us finish the
questionnaire. Lollipop was send to them as an incentive.
Marketing Research
4 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
Use of data collection tools
Focus group
Two focus groups (4 female and 2 male, age from 20 to 35 each), each conducted over a 30
minutes period, and were held on 10
th
June 2015 at Cardiff University. Each focus group was
conducted by the group members. The questions to ask participants were already designed
to encourage participants’ discourse. Both of the two focus groups were audio recorded and
later transcribed. Once the research proposal is accepted, two more focus groups will be
conducted focusing on different groups of people.
Survey
There were 12 persons (7 females and 5 males) had done the questionnaires, we send them
the questionnaire by email and they finished it online. The questionnaire contained
demographic questions (gender, age, and occupation), motivation and attitude and
perception toward handmade nature jewellery questions, and also some questions about
brand name and channels. Once the research proposal is accepted, in total 200
questionnaires will be conducted to collect information from other different segmentations.
The proposed sampling procedures
Non-probability sampling
We use non-probability sampling technique or which are called non-randomness to gather
our sample. Based on the support of the secondary data research, people aged between 20-
35 year has more purchasing power, so we decide to use that people age group as one of
our sample. 12 customers aged between 20-35 years who purchased jewellery online were
selected as a sample of our focus group. For questionnaire, we distributed 12 of them to the
people who look 20-35 years of age while they are hanging out in the Cardiff city centre.
The intended method & techniques of analysis
Secondary data
Secondary data will be collected through databases, jewellery market reports and
information from reliable organization, which can provide guidance for further primary
researches.
Focus group
Audio recording are prepared before the interviews with the authorization of every
participant. In addition, the transcript of these recording will be placed in the appendix.
Pictures of real dried flower, crystal, gemstones and other metal jewellery will be shown in
interviews to assist moderators to interact with participants, and keep the responses in line
with reality.
Quotations of respondents may be used to analyse and summarise customers’ attitudes,
perception, motivation, feelings and preferences of the product.
Survey
The design and process of questionnaire will be finished online, whose result can be easier
to analyse.
Bar charts and tables will be used to indicate the result of some questions.
4 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
Use of data collection tools
Focus group
Two focus groups (4 female and 2 male, age from 20 to 35 each), each conducted over a 30
minutes period, and were held on 10
th
June 2015 at Cardiff University. Each focus group was
conducted by the group members. The questions to ask participants were already designed
to encourage participants’ discourse. Both of the two focus groups were audio recorded and
later transcribed. Once the research proposal is accepted, two more focus groups will be
conducted focusing on different groups of people.
Survey
There were 12 persons (7 females and 5 males) had done the questionnaires, we send them
the questionnaire by email and they finished it online. The questionnaire contained
demographic questions (gender, age, and occupation), motivation and attitude and
perception toward handmade nature jewellery questions, and also some questions about
brand name and channels. Once the research proposal is accepted, in total 200
questionnaires will be conducted to collect information from other different segmentations.
The proposed sampling procedures
Non-probability sampling
We use non-probability sampling technique or which are called non-randomness to gather
our sample. Based on the support of the secondary data research, people aged between 20-
35 year has more purchasing power, so we decide to use that people age group as one of
our sample. 12 customers aged between 20-35 years who purchased jewellery online were
selected as a sample of our focus group. For questionnaire, we distributed 12 of them to the
people who look 20-35 years of age while they are hanging out in the Cardiff city centre.
The intended method & techniques of analysis
Secondary data
Secondary data will be collected through databases, jewellery market reports and
information from reliable organization, which can provide guidance for further primary
researches.
Focus group
Audio recording are prepared before the interviews with the authorization of every
participant. In addition, the transcript of these recording will be placed in the appendix.
Pictures of real dried flower, crystal, gemstones and other metal jewellery will be shown in
interviews to assist moderators to interact with participants, and keep the responses in line
with reality.
Quotations of respondents may be used to analyse and summarise customers’ attitudes,
perception, motivation, feelings and preferences of the product.
Survey
The design and process of questionnaire will be finished online, whose result can be easier
to analyse.
Bar charts and tables will be used to indicate the result of some questions.
Marketing Research
5 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
Limitation of proposed methods
Secondary data
Data collected may be not for the purpose of analysing the market of jewellery, especially
not for the handmade real dried flower bulb jewellery. Therefore, the data may be not
completely appropriate for this marketing research.
Secondary data found in this report is limited to time, which may not correctly give insight
of the current market.
Focus group
The lack of video recording means information of body language and micro expression can
be only captured during the interviews, which impose more work and pressure on
moderators.
The analysis of the interviews cannot be generalised because result may significantly vary
from different focus groups.
Survey
Questionnaire conducted online may increase the unrealistic answers because respondents
would lie when there is not observation. Therefore, random sampling error may increase
when doing the online questionnaire.
There are 19 questions including demographic questions in the questionnaire, which may
require respondents a long period of time to finish, as a result, the response rate may
decrease and cause some error.
Reporting & Presentation
Data will be presented in an oral form of presentation. The presentation will be highlighting
on the recommendation part, which will useful to the client company. In addition, we will
briefly discuss the whole process of how we do a market research. Starting from clarifying
our research objectives, the reasons for the choice of research methods and designs,
sampling procedure, and the ways to collect and analyse the data.
Timings & Fees
Two researchers in Discover Marketing Research Group will conduct focus group interviews,
two other researchers will undertake questionnaire, and another researcher will finfish
secondary research.
This marketing research will last for 2 months, starting from the time of accepting the
proposal. The total fee will be £6,714 (detail can be seen in Appendix).
5 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
Limitation of proposed methods
Secondary data
Data collected may be not for the purpose of analysing the market of jewellery, especially
not for the handmade real dried flower bulb jewellery. Therefore, the data may be not
completely appropriate for this marketing research.
Secondary data found in this report is limited to time, which may not correctly give insight
of the current market.
Focus group
The lack of video recording means information of body language and micro expression can
be only captured during the interviews, which impose more work and pressure on
moderators.
The analysis of the interviews cannot be generalised because result may significantly vary
from different focus groups.
Survey
Questionnaire conducted online may increase the unrealistic answers because respondents
would lie when there is not observation. Therefore, random sampling error may increase
when doing the online questionnaire.
There are 19 questions including demographic questions in the questionnaire, which may
require respondents a long period of time to finish, as a result, the response rate may
decrease and cause some error.
Reporting & Presentation
Data will be presented in an oral form of presentation. The presentation will be highlighting
on the recommendation part, which will useful to the client company. In addition, we will
briefly discuss the whole process of how we do a market research. Starting from clarifying
our research objectives, the reasons for the choice of research methods and designs,
sampling procedure, and the ways to collect and analyse the data.
Timings & Fees
Two researchers in Discover Marketing Research Group will conduct focus group interviews,
two other researchers will undertake questionnaire, and another researcher will finfish
secondary research.
This marketing research will last for 2 months, starting from the time of accepting the
proposal. The total fee will be £6,714 (detail can be seen in Appendix).
Marketing Research
6 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
Key Findings
Secondary Research
By searching data about the objectives online, some crucial information were collected to
gain insight into the jewellery market.
First of all, Key Note (2014) asserted that in the Britain, the jewellery market has grown
8.9% over currently five years to £3.57bn. In addition, people whose age below 45 are one
of the top two highest-spending segments, and it is more obvious in jewellery market (Jones
2014). Therefore, young people’s buying power becomes increasingly significant in the UK
(Rajiv 2009), which a kind of people desire to isolate themselves, in terms of fashion, for
example by personalized and customized jewellery (Mintel 2015). To be specific, more than
22% of young consumers at the age of 16-24 increasingly purchase bespoke jewellery such
as personalized precious metal jewellery and unique design jewellery (ibid).
Furthermore, both a jewellery brand called Pandora and a jewellery retail online shop called
Etsy, are focusing on young woman customers. According to their reports, Pandora’s typical
customers are the group of women at the age 25-49 (Pandora 2014), and Etsy average
customers are women at 25-34 (Etsy survey 2012). Moreover, average consumers of Etsy
mostly buy jewellery as a gift at a price range of $21 to $40, with diamond, gold and white
pearl as the most popular jewellery.
In terms of brand name and product name in jewellery market, Jess (2010) pointed out
seven important elements for creating a name of company, which are
1) Develop a signature style early on;
2) Have a well-defined brand story;
3) Communicate value and price accordingly;
4) Partner with the right client;
5) Have a devoted base of raving fans;
6) Have name it overnight;
7) To be resilient, dedicated, know when to move on;
Qualitative Research
By considering the result of secondary research, two focus groups are conducted with
respondents at age of 20-35.
Respondents generally agreed with the importance of buying gift, however, it still depends
on different situation and the motivations were different, which are for love, respect or
excuse.
“Also here is another reason for buying gift, which is you made someone angry
and you want apologise for what you done, then you can buy a gift for that
people. Furthermore gift also can use to do bribery which make things easier on
some process.” (Group 2, Respondent 2)
“It depends on the receiver, because some friends are only social friends, it is
not necessary to give them gifts.” (Group 1, Respondent 3)
6 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
Key Findings
Secondary Research
By searching data about the objectives online, some crucial information were collected to
gain insight into the jewellery market.
First of all, Key Note (2014) asserted that in the Britain, the jewellery market has grown
8.9% over currently five years to £3.57bn. In addition, people whose age below 45 are one
of the top two highest-spending segments, and it is more obvious in jewellery market (Jones
2014). Therefore, young people’s buying power becomes increasingly significant in the UK
(Rajiv 2009), which a kind of people desire to isolate themselves, in terms of fashion, for
example by personalized and customized jewellery (Mintel 2015). To be specific, more than
22% of young consumers at the age of 16-24 increasingly purchase bespoke jewellery such
as personalized precious metal jewellery and unique design jewellery (ibid).
Furthermore, both a jewellery brand called Pandora and a jewellery retail online shop called
Etsy, are focusing on young woman customers. According to their reports, Pandora’s typical
customers are the group of women at the age 25-49 (Pandora 2014), and Etsy average
customers are women at 25-34 (Etsy survey 2012). Moreover, average consumers of Etsy
mostly buy jewellery as a gift at a price range of $21 to $40, with diamond, gold and white
pearl as the most popular jewellery.
In terms of brand name and product name in jewellery market, Jess (2010) pointed out
seven important elements for creating a name of company, which are
1) Develop a signature style early on;
2) Have a well-defined brand story;
3) Communicate value and price accordingly;
4) Partner with the right client;
5) Have a devoted base of raving fans;
6) Have name it overnight;
7) To be resilient, dedicated, know when to move on;
Qualitative Research
By considering the result of secondary research, two focus groups are conducted with
respondents at age of 20-35.
Respondents generally agreed with the importance of buying gift, however, it still depends
on different situation and the motivations were different, which are for love, respect or
excuse.
“Also here is another reason for buying gift, which is you made someone angry
and you want apologise for what you done, then you can buy a gift for that
people. Furthermore gift also can use to do bribery which make things easier on
some process.” (Group 2, Respondent 2)
“It depends on the receiver, because some friends are only social friends, it is
not necessary to give them gifts.” (Group 1, Respondent 3)
Marketing Research
7 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix . Error! Bookmark
not defined.
Although in both two focus groups, participants indicated that the value of a gift is related to
the relationship, none of participants in these two groups mentioned jewellery when firstly
talking about gift. In addition, when the moderators mentioned jewellery, male respondents
perceive them as a gift indicating strong relationship or high importance and mostly for
females.
“It is depends on how close our relationship are, if it’s close, then buy more than
one gifts, if not that close, then share the price with others.” (Group 2,
Respondent 1)
“If I have a lot of money, I still wouldn’t choose buy jewellery, because buying
jewellery for friends is still weird for me, I prefer to buy something else, I usually
buy jewellery to my girlfriend and mother not to others.” (Group 1, Respondent
2)
“I don't like buy jewellery, but I think I will buy jewellery for my future wife, and
it’s nothing with whether it important or not, just for special person or events.”
(Group 2, Respondent 3)
After showing respondents some pictures of real flower bulb jewellery and its potential
competitors like crystal, gemstone, silver and gold, none of respondents in the two groups
choose flower bulb jewellery as an appearance enhancement, in other words, the product
of client may be the least attractive in the comparison. However, one female respondent
still can give some positive feedback about the meaning of the product.
“I think if I meet a girl wearing this kind of necklace, I think this girl is very
special, not normal in my mind, if we don’t talk about the price of this jewellery,
I think in my mind, she has a pure mind, especially this crystal flower, I think she
has a pure mind or some experience or story behind that girl. I think it is special,
I like it, so I will value it more, and I value the meaning behind the jewellery.”
(Group 1, Respondent 6)
The ideas of respondents about wearers of target jewellery vary in two focus groups and
within a group. In group 1, most of respondents believe female teenager would like it, with
one respondent thinks it is for little girls. In group 2, female respondents have the same idea
as most of respondents in group 1, however, males think it will appeal to older people.
Furthermore, all respondents expect to pay for this jewellery at a price range of £5-£15,
even if it is unique, the price will only raise to £50.
“I think it is girlish.” (Group 1, Respondent 3)
“I think young people are more likely follow the fashion trend, and I haven’t
seen these kind of jewellery before, I don't think young people will appreciate
these things.” (Group 2, Respondent 3)
“If you say it is unique, if you own it, you are the only one to own it, I think may
be £50” (Group 1, Respondent 2)
In terms of distribution and promotion, in addition to both groups prefer offline, some
respondents in group 1 mentioned that they may choose jewellery online and try offline,
and two groups required free delivery and free refund, if they buy online. Furthermore, the
respondents in group 1 want to see advertisement through social media, which the
respondents in group 2 prefer magazines.
7 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix . Error! Bookmark
not defined.
Although in both two focus groups, participants indicated that the value of a gift is related to
the relationship, none of participants in these two groups mentioned jewellery when firstly
talking about gift. In addition, when the moderators mentioned jewellery, male respondents
perceive them as a gift indicating strong relationship or high importance and mostly for
females.
“It is depends on how close our relationship are, if it’s close, then buy more than
one gifts, if not that close, then share the price with others.” (Group 2,
Respondent 1)
“If I have a lot of money, I still wouldn’t choose buy jewellery, because buying
jewellery for friends is still weird for me, I prefer to buy something else, I usually
buy jewellery to my girlfriend and mother not to others.” (Group 1, Respondent
2)
“I don't like buy jewellery, but I think I will buy jewellery for my future wife, and
it’s nothing with whether it important or not, just for special person or events.”
(Group 2, Respondent 3)
After showing respondents some pictures of real flower bulb jewellery and its potential
competitors like crystal, gemstone, silver and gold, none of respondents in the two groups
choose flower bulb jewellery as an appearance enhancement, in other words, the product
of client may be the least attractive in the comparison. However, one female respondent
still can give some positive feedback about the meaning of the product.
“I think if I meet a girl wearing this kind of necklace, I think this girl is very
special, not normal in my mind, if we don’t talk about the price of this jewellery,
I think in my mind, she has a pure mind, especially this crystal flower, I think she
has a pure mind or some experience or story behind that girl. I think it is special,
I like it, so I will value it more, and I value the meaning behind the jewellery.”
(Group 1, Respondent 6)
The ideas of respondents about wearers of target jewellery vary in two focus groups and
within a group. In group 1, most of respondents believe female teenager would like it, with
one respondent thinks it is for little girls. In group 2, female respondents have the same idea
as most of respondents in group 1, however, males think it will appeal to older people.
Furthermore, all respondents expect to pay for this jewellery at a price range of £5-£15,
even if it is unique, the price will only raise to £50.
“I think it is girlish.” (Group 1, Respondent 3)
“I think young people are more likely follow the fashion trend, and I haven’t
seen these kind of jewellery before, I don't think young people will appreciate
these things.” (Group 2, Respondent 3)
“If you say it is unique, if you own it, you are the only one to own it, I think may
be £50” (Group 1, Respondent 2)
In terms of distribution and promotion, in addition to both groups prefer offline, some
respondents in group 1 mentioned that they may choose jewellery online and try offline,
and two groups required free delivery and free refund, if they buy online. Furthermore, the
respondents in group 1 want to see advertisement through social media, which the
respondents in group 2 prefer magazines.
Marketing Research
8 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
Quantitative Research
Twelve pieces of questionnaires focusing on young respondents (16-35 years old) can make
the marketing research of target product more realistic.
Comparing to crystal, gemstone
and metal, real dried flower bulb
jewellery is the least attractive to
respondents, with 10% of
respondents choose it as the most
attractive.
Furthermore, comparing to
brand, price, package and
materials, a vast majority of
respondents care most about
the design of the jewellery,
with 40% respondents like
wearing handmade jewellery
and half of respondents like
wearing jewellery related to
nature.
8 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
Quantitative Research
Twelve pieces of questionnaires focusing on young respondents (16-35 years old) can make
the marketing research of target product more realistic.
Comparing to crystal, gemstone
and metal, real dried flower bulb
jewellery is the least attractive to
respondents, with 10% of
respondents choose it as the most
attractive.
Furthermore, comparing to
brand, price, package and
materials, a vast majority of
respondents care most about
the design of the jewellery,
with 40% respondents like
wearing handmade jewellery
and half of respondents like
wearing jewellery related to
nature.
Marketing Research
9 | P a g e
Contents
Executive Summary ...... 1
Research Objectives .. 1
Sample and
Methodology ............. 1
Key Findings .............. 1
Recommendations .... 1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
According to the research,
respondents mainly
purchase jewellery from
high-end brands, and 50% of
respondents chose
“Cosmos” and 35% of
respondents chose
“Garden”, which two are
generated by researchers.
In terms of distribution and channel, 70% of respondents do not trust jewellery
online, although most respondents will buy jewellery as a gift or for themselves.
What brand of jewellery do you own?
Respondent 1 Tiffany
Respondent 2 Jade
Respondent 3 Cartier, Van Cleef&Arpels, Bvlgari
Respondent 4 Swarovski
Respondent 5 None
Respondent 6 No
Respondent 7 Cartier
9 | P a g e
Contents
Executive Summary ...... 1
Research Objectives .. 1
Sample and
Methodology ............. 1
Key Findings .............. 1
Recommendations .... 1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
According to the research,
respondents mainly
purchase jewellery from
high-end brands, and 50% of
respondents chose
“Cosmos” and 35% of
respondents chose
“Garden”, which two are
generated by researchers.
In terms of distribution and channel, 70% of respondents do not trust jewellery
online, although most respondents will buy jewellery as a gift or for themselves.
What brand of jewellery do you own?
Respondent 1 Tiffany
Respondent 2 Jade
Respondent 3 Cartier, Van Cleef&Arpels, Bvlgari
Respondent 4 Swarovski
Respondent 5 None
Respondent 6 No
Respondent 7 Cartier
Marketing Research
10 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
According to the two bar
charts, although half
respondents are willing to
buy the target product,
the majority of
respondents do not
expect to pay more than
£15, although their annual
incomes are “up to
£20,000” and “£20,000 to
£40,000”.
It means that most
of respondents do
not value the
target jewellery as
a high-end
product.
10 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
According to the two bar
charts, although half
respondents are willing to
buy the target product,
the majority of
respondents do not
expect to pay more than
£15, although their annual
incomes are “up to
£20,000” and “£20,000 to
£40,000”.
It means that most
of respondents do
not value the
target jewellery as
a high-end
product.
Marketing Research
11 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
Summary
& Recommendations
Summary
In conclusion, most of respondents think that the gift receivers should be females, and
jewellery usually indicates significant relationship (e.g. love). Therefore, when people buy
jewellery, they will consider about the design and the meaning of the jewellery.
From brand name and product name perspectives, there is a guidance for a company to create
brand name in jewellery market in the secondary research and people prefer a name with
story and meaning. In addition, “Cosmos” is a name provided by researchers mostly chosen
by respondents of questionnaires.
Furthermore, in both focus group and questionnaire, real dried flower bulb jewellery is
considered as the least appealing product, comparing to crystal, gemstone and metal.
Moreover, although the result of secondary research indicated that young people are the one
of the main customers, in terms of jewellery market, they may not willing to buy the target
jewellery since some respondents in focus group think it is for older people.
In addition, even if people want to buy this jewellery, it is revealed in focus group and
questionnaire that they may not expect to buy it for the price over £15.
In terms of distribution and promotion, people are less likely to buy jewellery online and want
to see the advertisement by social media (e.g. Facebook, Twitter, WeChat and YouTube),
magazines and e-mails.
Recommendations
Based on the research, there are some recommendations below to achieve the aim of the
client company:
The target customer should mainly located on young female aged 20 to 40 and the
marketing campaign need focus on emphases the meaningfulness (such as connect to
some nature mystery stories) and uniqueness of product.
The product need to be improved by higher quality material and eye tracking design
(shapes of glass). Company can make product more like a necklace rather than a bag
decoration in order to make sure it appears high quality and trendy fashion feeling.
To design a product which combine with those factors on original product (not only chain,
but also surround the glass). This approach can increase the design itself but also increase
the price range to another level.
Company can try higher price in terms of increase the product quality and design.
However if company still want to keep the same strategy, the price of product should be
less than £20.
Company can have set of policies about this issues such as easier refunding process, free
trail box, and warranty in order to improve the trust of online purchasing.
Finally, the name of product or company name should base on certain story or history of
company.
11 | P a g e
Contents
Executive Summary ............1
Research Objectives ........1
Sample and
Methodology ...................1
Key Findings ....................1
Recommendations ..........1
Research Proposal..............2
Company Background &
Rationale .........................2
Research Objectives ........2
Methodology ...................2
Reporting & Presentation 5
Timings & Fees ................5
Key Findings .......................6
Secondary Research ........6
Qualitative Research .......6
Quantitative Research .....8
Summary &
Recommendations ...........11
Summary .......................11
Recommendations ........11
Reference List ..................12
Appendix .........................13
Summary
& Recommendations
Summary
In conclusion, most of respondents think that the gift receivers should be females, and
jewellery usually indicates significant relationship (e.g. love). Therefore, when people buy
jewellery, they will consider about the design and the meaning of the jewellery.
From brand name and product name perspectives, there is a guidance for a company to create
brand name in jewellery market in the secondary research and people prefer a name with
story and meaning. In addition, “Cosmos” is a name provided by researchers mostly chosen
by respondents of questionnaires.
Furthermore, in both focus group and questionnaire, real dried flower bulb jewellery is
considered as the least appealing product, comparing to crystal, gemstone and metal.
Moreover, although the result of secondary research indicated that young people are the one
of the main customers, in terms of jewellery market, they may not willing to buy the target
jewellery since some respondents in focus group think it is for older people.
In addition, even if people want to buy this jewellery, it is revealed in focus group and
questionnaire that they may not expect to buy it for the price over £15.
In terms of distribution and promotion, people are less likely to buy jewellery online and want
to see the advertisement by social media (e.g. Facebook, Twitter, WeChat and YouTube),
magazines and e-mails.
Recommendations
Based on the research, there are some recommendations below to achieve the aim of the
client company:
The target customer should mainly located on young female aged 20 to 40 and the
marketing campaign need focus on emphases the meaningfulness (such as connect to
some nature mystery stories) and uniqueness of product.
The product need to be improved by higher quality material and eye tracking design
(shapes of glass). Company can make product more like a necklace rather than a bag
decoration in order to make sure it appears high quality and trendy fashion feeling.
To design a product which combine with those factors on original product (not only chain,
but also surround the glass). This approach can increase the design itself but also increase
the price range to another level.
Company can try higher price in terms of increase the product quality and design.
However if company still want to keep the same strategy, the price of product should be
less than £20.
Company can have set of policies about this issues such as easier refunding process, free
trail box, and warranty in order to improve the trust of online purchasing.
Finally, the name of product or company name should base on certain story or history of
company.
Marketing Research
12 | P a g e
Reference List
Amirault, D., Kwan, C. C., & Wilkinson, G. (2006). Survey of price-setting behaviour of Canadian companies. Bank of
Canada.
Armitage, L. et al. 2011. Green offices in Australia: a user perception survey. Journal of Corporate Real Estate 13(3), pp.
169-180.
Bradley, N. 2013. Marketing research: tools and techniques. Oxford University Press.
David, G. et al. 2013. Identifying Consumer Preferences for Essential Elements of a Flower Product. [Online]. Available at:
http://endowment.org/wp-content/uploads/2014/03/453Report.pdf [Accessed on 12/06/2015].
Gilly, M. C., M. Wolfinbarger. 2000. A comparison of consumer experiences with online and offline shopping.
Consumption, Markets Culture 4 187–205.
Jone, S. 2014. Young affluents provide the best growth potential: study. Luxury Daily. [Online]. Available at:
http://www.luxurydaily.com/young-affluents-provide-the-best-growth-potential-study/ [Accessed on 12/06/2015].
McDaniel, C. and Gates, R. 2010. Marketing Research. Hoboken. NJ: John Wiley & Sons, Inc.
Mintel. 2015. Argos to offer 3D printed jewellery. Cardiff University. Mintel Group Ltd. [Online]. Available at: Cardiff
University database
Mintel. 2015. Pandora increases revenues by 36.8%. Cardiff University. Mintel Group Ltd. [Online]. Available at: Cardiff
University database
Morgan, D. L. (1997). The focus group guidebook (Vol. 1). Sage publications.
Pandora. 2014. Annual report 2014. Copenhagen. [Online]. Available at http://files.shareholder.com/downloads/ABEA-
4ZFRFB/258824433x0x809600/618EF2DE-5930-45B0-807A-5A43679D1152/PANDORA_ANNUAL_REPORT_2014_UK.pdf
[Accessed on 12/06/2015].
Parasuraman, A. et al. 2006. Marketing research. Cengage Learning.
Quora. 2013. Where is the best place to sell jewelry?. [Online]. Available at: http://www.quora.com/Where-is-the-best-
place-to-sell-jewelry [Accessed on 12/06/2015].
Rajiv, P. 2009. Teen and tweeneconomics: a study into the teenage and tweenage pound in Britain, Chapter 2. [Online].
Available at: http://oro.open.ac.uk/31372/ [Accessed on 12/06/2015].
Rygielski, C., Wang, J. C., & Yen, D. C. (2002). Data mining techniques for customer relationship management.
Technology in society, 24(4), 483-502.
SAF. 2005. Consumer Attitudes and Behaviours About Floral Purchasing Study. Society of American Florists. [Online].
Available at: http://www.safnow.org/consumer-attitudes-and-behaviors-about-floral-purchasing-study [Accessed on
12/06/2015].
Sarah. 2012. Who Buys Handmade?. Crafty news, featured, the business of making. [Online]. Available at:
http://www.westervin.com/blog/2012/03/15/etsy-survey-results/ [Accessed on 12/06/2015].
12 | P a g e
Reference List
Amirault, D., Kwan, C. C., & Wilkinson, G. (2006). Survey of price-setting behaviour of Canadian companies. Bank of
Canada.
Armitage, L. et al. 2011. Green offices in Australia: a user perception survey. Journal of Corporate Real Estate 13(3), pp.
169-180.
Bradley, N. 2013. Marketing research: tools and techniques. Oxford University Press.
David, G. et al. 2013. Identifying Consumer Preferences for Essential Elements of a Flower Product. [Online]. Available at:
http://endowment.org/wp-content/uploads/2014/03/453Report.pdf [Accessed on 12/06/2015].
Gilly, M. C., M. Wolfinbarger. 2000. A comparison of consumer experiences with online and offline shopping.
Consumption, Markets Culture 4 187–205.
Jone, S. 2014. Young affluents provide the best growth potential: study. Luxury Daily. [Online]. Available at:
http://www.luxurydaily.com/young-affluents-provide-the-best-growth-potential-study/ [Accessed on 12/06/2015].
McDaniel, C. and Gates, R. 2010. Marketing Research. Hoboken. NJ: John Wiley & Sons, Inc.
Mintel. 2015. Argos to offer 3D printed jewellery. Cardiff University. Mintel Group Ltd. [Online]. Available at: Cardiff
University database
Mintel. 2015. Pandora increases revenues by 36.8%. Cardiff University. Mintel Group Ltd. [Online]. Available at: Cardiff
University database
Morgan, D. L. (1997). The focus group guidebook (Vol. 1). Sage publications.
Pandora. 2014. Annual report 2014. Copenhagen. [Online]. Available at http://files.shareholder.com/downloads/ABEA-
4ZFRFB/258824433x0x809600/618EF2DE-5930-45B0-807A-5A43679D1152/PANDORA_ANNUAL_REPORT_2014_UK.pdf
[Accessed on 12/06/2015].
Parasuraman, A. et al. 2006. Marketing research. Cengage Learning.
Quora. 2013. Where is the best place to sell jewelry?. [Online]. Available at: http://www.quora.com/Where-is-the-best-
place-to-sell-jewelry [Accessed on 12/06/2015].
Rajiv, P. 2009. Teen and tweeneconomics: a study into the teenage and tweenage pound in Britain, Chapter 2. [Online].
Available at: http://oro.open.ac.uk/31372/ [Accessed on 12/06/2015].
Rygielski, C., Wang, J. C., & Yen, D. C. (2002). Data mining techniques for customer relationship management.
Technology in society, 24(4), 483-502.
SAF. 2005. Consumer Attitudes and Behaviours About Floral Purchasing Study. Society of American Florists. [Online].
Available at: http://www.safnow.org/consumer-attitudes-and-behaviors-about-floral-purchasing-study [Accessed on
12/06/2015].
Sarah. 2012. Who Buys Handmade?. Crafty news, featured, the business of making. [Online]. Available at:
http://www.westervin.com/blog/2012/03/15/etsy-survey-results/ [Accessed on 12/06/2015].
Marketing Research
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Appendix
Evidence of Focus Group
Question of Focus Group
1. Have you ever buy gift for your parents or families? Why you buy it? What is your attitude about
purchasing gift, is it necessary or not?
2. What kind of gift you usually buy for your friend and families?
3. In what circumstance you will buy jewellery as gift for others? Do you think jewellery is better
than other objectives to be a gift?
Before question 4 show them pictures 1.
4. Which one will you take when you are buying jewellery as a gift, crystal, gemstone, real flower in
a glass ball, or only metal like sliver, why?
Before question 5 tell them we are doing flower Jewellery Company, show them pictures 2.
5. Which one of the jewellery makes you more charming, crystal, gemstone, real flower in a glass
ball, or only metal like sliver, why?
6. What things you come up with when you see the real flower jewellery? How do you feel when
you see people wearing this kind of jewellery? How do you value this jewellery, comparing to
crystal or gemstone jewellery?
7. Which jewellery would you prefer? The cheaper jewellery with standardize design or the more
expensive jewellery with made by customized design?
8. Where you expect to purchase jewellery? If it is online shop, what you expect that shop can do
for you? Where you expect to see the advertisement about jewellery?
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Appendix
Evidence of Focus Group
Question of Focus Group
1. Have you ever buy gift for your parents or families? Why you buy it? What is your attitude about
purchasing gift, is it necessary or not?
2. What kind of gift you usually buy for your friend and families?
3. In what circumstance you will buy jewellery as gift for others? Do you think jewellery is better
than other objectives to be a gift?
Before question 4 show them pictures 1.
4. Which one will you take when you are buying jewellery as a gift, crystal, gemstone, real flower in
a glass ball, or only metal like sliver, why?
Before question 5 tell them we are doing flower Jewellery Company, show them pictures 2.
5. Which one of the jewellery makes you more charming, crystal, gemstone, real flower in a glass
ball, or only metal like sliver, why?
6. What things you come up with when you see the real flower jewellery? How do you feel when
you see people wearing this kind of jewellery? How do you value this jewellery, comparing to
crystal or gemstone jewellery?
7. Which jewellery would you prefer? The cheaper jewellery with standardize design or the more
expensive jewellery with made by customized design?
8. Where you expect to purchase jewellery? If it is online shop, what you expect that shop can do
for you? Where you expect to see the advertisement about jewellery?
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Pictures Shown in Focus Group
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Pictures Shown in Focus Group
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Part of Transcript of Focus Group
Respondent 1
“because I think my family will love it”
“necessary”
“cakes”
“I think it depends on my budget, the jewellery sometimes is expensive”
“sliver”
“I prefer sliver”
“I still will prefer sliver, it will make me and the receiver more charming”
“flowers”
“firstly, I don’t think they are very stylish, and I wouldn’t choose this one as my jewellery, just for the
decoration of cloth or something”
“less than £10 I think”
“maybe less than £20”
“free refund”
“at least one month expiration of free refund”
“some social media, I think”
Respondent 2
“it’s kind of custom”
“necessary”
“I think it depends, because in your birthday, remember some of your friends gave you gifts. If they gave
you a £10 present, you won’t give them a present worth like £100. You Know, they are equal ”
“I think it is a little weird to give them to friends, maybe girls to girls is normal ”
“No, if I have a lot of money, I still wouldn’t choose buy jewellery, because buying jewellery for friends is
still weird for me, I prefer to buy something else, I usually buy jewellery to my girlfriend and mother not to
others”
“It is just so expensive to give this sometimes”
“if you buy some jewellery to someone, they may value it, it will mean something important, so that is why
I usually buy it to someone I really trust them, someone I really love them, not just normal friend.”
“me too”
“I can tell the different between the second one and the third one, I think it belongs to the same category”
“I think it really depends on your friend’s characteristics. Maybe they think they will look good in the sliver
one, maybe they are more young looking, maybe they want crystal, I think it really depends, you know your
friends, you will choose the kind of jewellery to match his or her characteristics.”
“if the friend is keen on nature, I may buy him or her real flower jewellery”
“Yes, it really depends on which friend you are giving the jewellery to”
“It is a normal jewellery and not new for me, but I think it is more innovative, and I think this one would be
more popular market.”
“firstly, it must be very young and maybe they got creative personality, because they are not normal
jewellery and not expensive, because they are different”
“I think if you say it is handmade, it will make it more expensive”
“but the homemade things are usually more expensive, it is fair enough here, in Britain, it is usually right”
“if you say it is unique, if you own it, you are the only one to own it, I think may be £50”
“I think it happens to everything, if you say it is unique, everyone will value it high”
“I will not buy it, though they are unique”
“I prefer customized one”
“I think for our students, we don’t have enough money, price is always taken to be consideration, but if it is
in the reasonable range, I prefer customized, because if you want to give gifts to somebody, it need to have
some meaning, if they are standardised, I don’t see any point here”
“That’s why I said, someone search online but it offline”
“I think more and more people are willing to search online and they choose the right one they will check if
they are existing in a real shop”
“free refund”
“maybe on Facebook, WeChat or something, because we check it every day, and it is cheap to put an
advertisement on this media”
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Part of Transcript of Focus Group
Respondent 1
“because I think my family will love it”
“necessary”
“cakes”
“I think it depends on my budget, the jewellery sometimes is expensive”
“sliver”
“I prefer sliver”
“I still will prefer sliver, it will make me and the receiver more charming”
“flowers”
“firstly, I don’t think they are very stylish, and I wouldn’t choose this one as my jewellery, just for the
decoration of cloth or something”
“less than £10 I think”
“maybe less than £20”
“free refund”
“at least one month expiration of free refund”
“some social media, I think”
Respondent 2
“it’s kind of custom”
“necessary”
“I think it depends, because in your birthday, remember some of your friends gave you gifts. If they gave
you a £10 present, you won’t give them a present worth like £100. You Know, they are equal ”
“I think it is a little weird to give them to friends, maybe girls to girls is normal ”
“No, if I have a lot of money, I still wouldn’t choose buy jewellery, because buying jewellery for friends is
still weird for me, I prefer to buy something else, I usually buy jewellery to my girlfriend and mother not to
others”
“It is just so expensive to give this sometimes”
“if you buy some jewellery to someone, they may value it, it will mean something important, so that is why
I usually buy it to someone I really trust them, someone I really love them, not just normal friend.”
“me too”
“I can tell the different between the second one and the third one, I think it belongs to the same category”
“I think it really depends on your friend’s characteristics. Maybe they think they will look good in the sliver
one, maybe they are more young looking, maybe they want crystal, I think it really depends, you know your
friends, you will choose the kind of jewellery to match his or her characteristics.”
“if the friend is keen on nature, I may buy him or her real flower jewellery”
“Yes, it really depends on which friend you are giving the jewellery to”
“It is a normal jewellery and not new for me, but I think it is more innovative, and I think this one would be
more popular market.”
“firstly, it must be very young and maybe they got creative personality, because they are not normal
jewellery and not expensive, because they are different”
“I think if you say it is handmade, it will make it more expensive”
“but the homemade things are usually more expensive, it is fair enough here, in Britain, it is usually right”
“if you say it is unique, if you own it, you are the only one to own it, I think may be £50”
“I think it happens to everything, if you say it is unique, everyone will value it high”
“I will not buy it, though they are unique”
“I prefer customized one”
“I think for our students, we don’t have enough money, price is always taken to be consideration, but if it is
in the reasonable range, I prefer customized, because if you want to give gifts to somebody, it need to have
some meaning, if they are standardised, I don’t see any point here”
“That’s why I said, someone search online but it offline”
“I think more and more people are willing to search online and they choose the right one they will check if
they are existing in a real shop”
“free refund”
“maybe on Facebook, WeChat or something, because we check it every day, and it is cheap to put an
advertisement on this media”
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Continued
Respondent 3 “because love them”
“it depends on the receiver”, “because some friends are only social friends, it is not necessary to give them
gifts”
“valentine’s day”, “mother’s day”
“I think somebody give me jewellery, so I owe them something, and I need to give them something
expensive”
“gold”
“sun flower”
“girlish”
“if you say this one is the only one, I will raise the price”
“If I meet the people wearing the jewellery, I think they are the people who like the nature, like forest, river
or something”
Respondent 4 “necessary”
“real shop”
Respondent 5 “birthday gifts”
“Love the present and the family”
“necessary”
“father’s day”
“crystal”
“I think it depends on their appeals”
“real shop”
“but the first thing, we will try it in a real shop, sometimes you need to try them on your neck, your hand,
find out whether they are suitable for me”
“free delivery”
“I would like to see an advertisement before a video, like YouTube, because you can choose skip it or watch
it”
Respondent 6 “necessary”
“flower”
“crystal”
“I think if I meet a girl wearing this kind of necklace, I think this girl is very special, not normal in my mind, if
we don’t talk about and we don’t think about the price of this jewellery, I think in my mind, she has a pure
mind, especially this crystal flower, I think she has a pure mind or some experience or story behind that girl.
I think it is special, I like it, so I will value it more, I value the meaning behind the jewellery”
“real shop”
“we can try, to see whether it matches or not”
“TV”
Respondent 7 “necessary”
“Serious?”
“yes, but boy to boy is so….”
“jewellery is like a gift that man give to woman, girls, but not man to man, man to normal friends
“first time I will choose crystal”
“so is it cheap or expensive?”
“so it is the cheapest one”
“actually, the materials are still very cheap”
18 | P a g e
Continued
Respondent 3 “because love them”
“it depends on the receiver”, “because some friends are only social friends, it is not necessary to give them
gifts”
“valentine’s day”, “mother’s day”
“I think somebody give me jewellery, so I owe them something, and I need to give them something
expensive”
“gold”
“sun flower”
“girlish”
“if you say this one is the only one, I will raise the price”
“If I meet the people wearing the jewellery, I think they are the people who like the nature, like forest, river
or something”
Respondent 4 “necessary”
“real shop”
Respondent 5 “birthday gifts”
“Love the present and the family”
“necessary”
“father’s day”
“crystal”
“I think it depends on their appeals”
“real shop”
“but the first thing, we will try it in a real shop, sometimes you need to try them on your neck, your hand,
find out whether they are suitable for me”
“free delivery”
“I would like to see an advertisement before a video, like YouTube, because you can choose skip it or watch
it”
Respondent 6 “necessary”
“flower”
“crystal”
“I think if I meet a girl wearing this kind of necklace, I think this girl is very special, not normal in my mind, if
we don’t talk about and we don’t think about the price of this jewellery, I think in my mind, she has a pure
mind, especially this crystal flower, I think she has a pure mind or some experience or story behind that girl.
I think it is special, I like it, so I will value it more, I value the meaning behind the jewellery”
“real shop”
“we can try, to see whether it matches or not”
“TV”
Respondent 7 “necessary”
“Serious?”
“yes, but boy to boy is so….”
“jewellery is like a gift that man give to woman, girls, but not man to man, man to normal friends
“first time I will choose crystal”
“so is it cheap or expensive?”
“so it is the cheapest one”
“actually, the materials are still very cheap”
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Questionnaire
Question of Questionnaire
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Questionnaire
Question of Questionnaire
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Result of Questionnaire
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Result of Questionnaire
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Ethics Form
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Ethics Form
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Record of the group meetings
Data Meeting
Agenda
Attendan-
ce
issue discussed and
decision made
Action Taken-By When? And by whom?
24/05/2015 Company
name and
leader
All 1. Company name
2. Team leader
1. Company name: Discovery
2. Leader: Zhihao Ye
01/06/2015 Research
Objective
All 1. Research
Objectives
arrangement
1. Tu Hu
consumer attitudes
motivations
2. Qianchang Chen
brand name
product name
3. Zhihao Ye
Product Perception
attraction in comparison
4. Yue Ma
Target customers group
Price
5. Naratip Chaiyasoot
Channel and Merchandisers
Time:1 June -- 6 June
07/06/2015 methodology All 1. Selecting
Methodology
1. Consumer attitudes and
motivations Focus group and
survey
2. Brand name and product name
Secondary data and Survey
3. Product Perception Focus group
and Survey
4. Target group and Price Secondary
Data and Survey
5. Channel and Merchandisers
Secondary data and Focus group
Everyone come up questions for
focus group and questionnaire
6. According to their research
objectives and send the focus
group questions to Tu Hu, the
survey questions to Zhihao Ye
Time:7 June -- 9 June
42 | P a g e
Record of the group meetings
Data Meeting
Agenda
Attendan-
ce
issue discussed and
decision made
Action Taken-By When? And by whom?
24/05/2015 Company
name and
leader
All 1. Company name
2. Team leader
1. Company name: Discovery
2. Leader: Zhihao Ye
01/06/2015 Research
Objective
All 1. Research
Objectives
arrangement
1. Tu Hu
consumer attitudes
motivations
2. Qianchang Chen
brand name
product name
3. Zhihao Ye
Product Perception
attraction in comparison
4. Yue Ma
Target customers group
Price
5. Naratip Chaiyasoot
Channel and Merchandisers
Time:1 June -- 6 June
07/06/2015 methodology All 1. Selecting
Methodology
1. Consumer attitudes and
motivations Focus group and
survey
2. Brand name and product name
Secondary data and Survey
3. Product Perception Focus group
and Survey
4. Target group and Price Secondary
Data and Survey
5. Channel and Merchandisers
Secondary data and Focus group
Everyone come up questions for
focus group and questionnaire
6. According to their research
objectives and send the focus
group questions to Tu Hu, the
survey questions to Zhihao Ye
Time:7 June -- 9 June
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43 | P a g e
Continued
09/06/2015 Conducting
Methodology
All 1. Methods
Conducting
arrangement
1. Naratip Chaiyasoot
Secondary Data searching
2. Zhihao Ye
Focus group 1
3. Tu Hu
Focus group 2
4. QianChang Chen
Survey
5. Yue Ma
Proposed Methodologies Part1
Time:9 June--12 June
12/06/2015 Group
research
project
All 1. Group research
arrangement
2. project paper
work
arrangement
1. Yue Ma
Recruitment method
Incentives
Data collection tools
2. Zhihao Ye
The intended method
Techniques of analysis
Limitation of proposed
methods Report
3. Naratip Chaiyasoot
The proposed sampling
procedures Reporting &
presentation
Timing and Fees
4. Tu Hu
Executive Summary
Recommendations
Company background &
rationale
Time:12 June--15 June
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Continued
09/06/2015 Conducting
Methodology
All 1. Methods
Conducting
arrangement
1. Naratip Chaiyasoot
Secondary Data searching
2. Zhihao Ye
Focus group 1
3. Tu Hu
Focus group 2
4. QianChang Chen
Survey
5. Yue Ma
Proposed Methodologies Part1
Time:9 June--12 June
12/06/2015 Group
research
project
All 1. Group research
arrangement
2. project paper
work
arrangement
1. Yue Ma
Recruitment method
Incentives
Data collection tools
2. Zhihao Ye
The intended method
Techniques of analysis
Limitation of proposed
methods Report
3. Naratip Chaiyasoot
The proposed sampling
procedures Reporting &
presentation
Timing and Fees
4. Tu Hu
Executive Summary
Recommendations
Company background &
rationale
Time:12 June--15 June
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