RECENT ASSIGNMENT

Research Proposal

Forest Café—Research Proposal
With the development of economy and technology, people all over the world, especially in Australia are under great pressure. They work hard and live in fast speed. Due to this, a number of ice-cream shops sprang up and entered into Australian market. As a frozen dairy product, ice cream has become a kind of leisure time killing food instead of just easing the heat.The varies product of different kind of tastes are appealing by more and more young people in Australia. As this kind of industry is set up to be more competitive and the prospects for it look bright, a newly-come Australian enterprise “Forest Café” wishes to determine what is the best flavor of ice cream among the customers, thus, it undertakes market research to ensure the future success?

Foreign brands have entered Australian ice cream market since 1990s. There are many high-end brands like Nestle, Hershey, Haagen-Dazs and DQ targeting at people with common level salaries. Currently, the popularization of fridges and freezers also helps a lot in ice cream product chain.

To sum up, there are huge potentials in Australian ice cream market.

Objective of Research: the management at ”Forest Café” wishes to understand costumers’ preferences for varies of its products. In addition, they wish to determine which among the product concepts will be appealing in their target market in Australia. What’s more, the

Possible Attributes:
A list of possible attributes was formed from the data which have been collected in overseas and Australian markets; which included:
? Syrup
? Flavor of ice cream
? Cream
? Price
? Container
? Family Packages
? Take-home Multi-packs


Product Conducts:
1. Mango Ice: mango, ice, milk, large cup: $4.50
2. Chocolate Overload: cream, chocolate, waffle cone: $3.50
3. Original & Cookies Ice Cream: cream, cookies, family size: $5.00
4. Strawberry Twist Ice: strawberry, ice, small cup: $4.00
5. Peanut Butter’n Chocolate: peanut butter, chocolate, cream, family size:$5.00

A conjoint analysis is thus proposed to assist management with the above decisions. The conjoint analysis study using a fractional design (a subset of the full factorial design of 31*4^4*51=3840 ) will be used involving the following five factors or attributes:

1. Flavor factor with 5 levels:
1. Original
2. Strawberry
3. Mango
4. Chocolate

2. Price factor with 4 levels:
1. $3.50
2. $4.00
3. $4.50
4. $5.00

3. Container factor with 4 levels:
1. Waffle cone
2. Small cup
3. Large cup
4. Family cup

4. Amount of cream factor with 3 levels:
1. 2 oz.
2. 4 oz.
3. 6 oz.
4. 8 oz

5. Topping factor with 4 levels:
1. Cookies
2. Peanuts
3. Fruits
4. Chocolate




References:
Gavin, S.(2014).Ice Cream Stores in Australia Industry Market Research Report Now Available from IBIS World. Retrieved on 26th March, 2014 from
http://www.prweb.com/releases/2013/9/prweb11088051.htm

Gavin,S.(2013). Ice Cream Production in the US in the US Industry Market Research Report from IBISWorld Has Been Updated. Retrieved on 26the March, 2014 from
http://www.prweb.com/releases/2013/12/prweb11442422.htm


Brad, T. (2014).Custom-Order ‘Mix-In’ Ice Cream Chains Realize They’re a Rip-off. Retrieved on 26th March, 2014 from
http://time.com/9012/custom-order-mix-in-ice-cream-chains-realize-theyre-a-rip-off/

*Assignment detail
1. Subject :research design and data collection tools
2. University name: uts
3.Assignment due day:4/6
4.Format report
5 the number of References :unlimited
10.References Style(APA –Harvard-Chicago-Others): harvard

*Extra Information
This is work using spss software,we have sample,I worked some, and teacher said it is right,so you can go on to write.