Case Study Market Research 2022

Running head: Market Research
Market Research
Name of the Student
Name of the University
Author’s Note

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Executive Summary
The current assignment focuses on a case study of D. A Garden Supplies. The paper elaborates
the current issues raised in D.A Garden Supplies and the possible ways to overcome those issues
through market research. The assignment is divided into three task, the first task is preparing a
proposal for D.A Garden Supplies addressing market research and its role. The second part of the
paper describes about project scope for D.A Garden Supplies. The third part of the assignment is
planning market research project and plan for D.A Garden Supplies. The above discussions on
case study will provide the importance and significance of market research in current business.

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Table of Contents
Task-1: Case Study..........................................................................................................................3
Introduction......................................................................................................................................3
Research needs of D.A Garden Supplies.....................................................................................4
Research Objectives.....................................................................................................................4
Research Hypothesis....................................................................................................................5
Proposal Details...............................................................................................................................5
Statement of the Market Research...............................................................................................5
Information on the Consultation Process.....................................................................................5
External Data- Details of the external bodies consulted..............................................................5
Credentials...................................................................................................................................7
Task-2: Written Report....................................................................................................................8
Preliminary Project Scope for D.A Gardens Supplies.................................................................8
Data Gathering Approaches.......................................................................................................10
Draft research objectives...........................................................................................................12
Task 3.............................................................................................................................................13
Approval for Market Research Plan..........................................................................................13
Conclusion.....................................................................................................................................16
Reference.......................................................................................................................................17

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Task-1: Case Study
Introduction
D.A Garden Supplies is a garden supply and nursery business for last 13 years. The
business operations is managed by David and his wife Alison. The nursery and garden supply
part is supervised by David whereas the administration and book keeping and oversee
landscaping projects is managed by wife Alison. The business gained huge profit over the years,
and the shape was in good shape. Later, David and Alison decided to expand its business by
opening café inside the nursery. However, the total business net profit has drastically reduced
and the business is at loss. The report suggest market research in order to address the problems of
the business (Haider, et al., 2019). The relevant information are used to identify the problem of
business loss, opportunities and threats. The main objective of the market research is to identify
the factors which influence the customer buying behavior and their perception on particular
business. Market research basically help the D.A Garden Supplies business owner and marketers
to identify the possible risk and the reason and solution of drastic loss in the business.
Market research aids the business D.A Garden Supplies to find out the reason for the loss of the
business. Market research is a continuous process which should be assessed by the business in
order to sustain in the market and maintain good pace as well (Grier, Thomas & Johnson, 2019).
The market research would help the D.A Garden Supplies to restructure its business operations
in all the aspects. The aspects includes location, goods and services, human resources and
physical appearance.
According to the case study, it is known that the D.A Garden Supplies has not renovated its
business since a long time. Since, they have not noticed that the changing market and didn’t

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foresee any problem which would likely to occur. The market research done by us will analyze
each and every aspect of the business in order to reduce the loss of the business. The business
needs to focus on the issues such as competitors, location and business renovation.
Research needs of D.A Garden Supplies
 A competent and skilled team that will conduct the market research. There is need of 5
people who will manage the channels and tools.
 Proper information on the problem that is what the main problems are “Problem well-
defined is problem half solved”.
 Information on the location and close shops.
 Information on the people living in the area.
 Time frame that the team would follow and work.
Research Objectives
Determine which business we need to focus on the most since, D.A Garden Supplies is involved
in Nursing, garden supplies, landscaping and café.
To examine the competitor analysis
This objective would determine whether it is café which brought the business down or
competitor Bunnings or is it due to the demographic changes.
Quality of the products
To determine whether the business is providing good quality products to the customers.
Trading hours of the staff

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To objective would determine whether the working hours of employees are fair enough or they
must increase the working hours or recruit more employees as the business is into multiple
business
Research Hypothesis
H0 -Expansion of business does not have a significant impact on the loss of the business
Ha - Expansions of business does have a significant impact on the loss of the business.
Proposal Details
Statement of the Market Research
To determine the cause of decrease in sales of Garden Supplies and Nursery area. Since the
business is focusing on multiple operations, this might have led to decrease in overall net profit.
The critical part of the business is café and what can be done to increase sales.
To determine why is landscaping is still on a flat performance and what can be done to
restructure.
Information on the Consultation Process
Impromptu survey for customers will be beneficial those are buying goods and services. We
need to determine whether they are new customer of the old customer who have been buying
from D.A Garden Supplies. We will seek question from the customers related to Bunnings as
well. Online survey will be done to gather relevant information. The survey will be conducted in
the malls and on the streets and Bunnings customers about their services as well.
External Data- Details of the external bodies consulted.
Jane Mole- Expert in Market Research and Advertising

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Acacia Immigration Australia- Marketing Specialist.
Sample Size
The sample size for the survey will be 240 people, men women both from 19 to 59. The main
focus will be on female as they are fonder of gardening.
Household Femal
e
Male Total sample
1 30 30 60
2 30 30 60
3 30 30 60
4 30 30 60
Total 120 120 240
Fees
The fees are subjected to assumptions, and the research team has right to change the adjustments
according to the requirement.
Phase Description Fee
Research
$5000 for two weeks (research team)
$20/ per hour and for two weeks $1600 for two weeks (staff)
5 hours/ per day- 4 days a week
($50 per hour- two weeks estimated for time period)
$250/per day which is $2000 for two weeks (executive)
$5000
$1600
$2000
Qualitative Research Four Section $10,000
Quantitative
research
Interview (240)
Per$10
$2400
Total $21,000

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Credentials
The whole project will carried out Market Research Division under director Barry Lad, who has
been working for past 10 years on market research field.
The market research must follow certain laws and legislation which includes trade practice act,
ethical practices and privacy laws.
It ensures the welfare and fair interest of the consumers and protect the dealing of sellers and
producers as well. The research will be conducted adhering the legal legislation of business.
The Civil Rights Act of 1964, protect from any discriminatory action shown during the research
and The Equality Act is also implemented to guard the unfair treatment during the research.
All the information of the sample will be kept confidential The Privacy Act of 1974, set certain
rules which incorporates storage and disclosure of personal information.

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Task-2: Written Report
Preliminary Project Scope for D.A Gardens Supplies
Resources Required
The important human, financial and physical resources required and available for the business
are;
Human Resources- A team which incorporates of five people- Out of five two people will be
engaged in information gathering and derive results. Three people will be involved in actual
market research procedures. The selected people should have good knowledge on market
research and must have least one year experience on market research. This will save time for
training and budget of the market research project.
Finance- The overall budget for the project will be $ 25,000.00 since the time allocated for the
project to be completed is 5 weeks and according to the resources as well. This includes external
meeting and staff pay.
Labor Cost Accountant- It is the data of sales
Staffs-Required for the research
$200/ per hour and for two weeks $16000 for two weeks. They will be working for five hours
per day.
For the research (Qualitative)
5 hours/ per day- 4 days a week
($50 per hour- two weeks estimated for time period)

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$250/per day which is $2000 for two weeks
External Market Assistance
External market research that can be helpful for the project is iView. iView is basically a market
research company which does project to assist different business and big companies. Since there
is a good collaboration of D.A Garden Suppliers with the company, iView can provide available
resources that can be used for the project. The company approved to provide two phones, with
five hours a day to call business and households.
Possible Research Location
The possible research location can be the D.A Garden Supplies shop, the iView office.
Research will be credible and effective when it is done in the D.A Garden Supplies where the
team can actually ask the questions to the recent customers of the business. Survey should be
done in streets like near Bunnings and somewhere near Highpoints where lot of people pass by.
This locations will provide effective outcome of the survey since, more number of customer are
found near these places and hence the survey will be effective.
Research Methodologies
Collection of Information- Gathering all the relevant information on the business which includes
the financial breakdown and business areas.
Questionnaire- Questions needs to be prepared which will be asked to the customers, the
questions should be effective enough in order to grab enough information. The question should
be formed keeping in mind the different areas of business.
Developing research objectives and hypothesis.

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Designing the research tool and developing good coordination with partners such as iView.
Gather the results by the end the week four.
The results are collected and analyzed in the week 5. The result is presented to the owner in
order to decide what to do next and coordinate with the second project heads.
Time frame
The time frame for the entire market research is five weeks.
2019 WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5
ACTIVITIES 1ST to 7th
September
8th to 14th
September
15th to 21st
September
22nd to 28
September
29th to 5th
October
Desk Research
Determine the
need
Make research
objectives
Design
Research tools
Conduct
Research
Gather Result
Analyze
Results
Present to
Owner
Decide
Data Gathering Approaches
Data required- Trading and opening hours, the focus on café and its relevance in the business.
The role of Bunning in the business and final business areas the owner want to proceed with. The
focus must be on location change and the people who resides in that area. Data has to be

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gathered according to the above factors and it has to be trimmed out to get the exact and relevant
information for the research.
Methods of data gathering- The methods of data gathering will be through questionnaires and
interviews from the customers. The questionnaire will be asked to the target sample and the
interviews could be taken at the event that is in the shops itself. The two methods will give the
team adequate data who will be collecting the information. The reporting part is necessary when
all the data are gathered and the team can come up with a solution to the problem.
Source of required data- The sources for the required data will the customers who buy from
D.A Garden Supplies and Bunnings as well. The possible consumers of Melbourne and the
people of Victoria too.
Quantify the required data- The sample size is 100 people for the survey, both women and
men. Especially more number is targeted to females since they are fonder of gardening. The age
group is between the ages 19 to 59. This age group is most likely to be interested in the business
and buy from the shop. The younger ones will be keen in the café, the food’s taste and preference
and older people are more likely to be involved in gardening in their homes and office.
The four type of data processing method are:
Online Processing- The data is controlled by one processing unit. For example: Microsoft Excel
Batch Processing Unit- In this method all the results are analyzed at the same time.
Distributed Processing- In this method the work is segregated into different parts and assigned to
different people in order to make the job a lot easier.

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Real-time processing- This methods ensures analyzing the results while gathering the
information.
From the above description, it could be derived that the most relevant and appropriate method for
this research is the batch processing and Online processing through Microsoft Excel. This
method is easier since, when all the data is gathered and analyzed, the analysis could be done at a
time and the right decision is derived. This method avoids confusion and the team can come up
with the same solution to the problems.
Draft research objectives
The primary responsibility of the market research is to improve the business performance and
reduce the loss. This includes proper setting of objective and therefore, the whole research
objective must have a clear connection with the business responsibilities.
 Creating Positive brand image
 Greater customer loyalty and satisfaction
 Focus on single work
 Gain competitive advantage
 To increase the 5% drop in sales and increase the overall sales by 10%
When the following objectives are achieved then it is more likely that the organization can
improve its performance and reduce loss gaining profit in the business.
Credentials
The market research must follow certain laws and legislation which includes trade practice act,
ethical practices and privacy laws.

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The legislation ensures the welfare and fair interest of the consumers and protect the dealing of
sellers and producers as well. The research will be conducted adhering the legal legislation of
business.
The Civil Rights Act of 1964, protect from any discriminatory action shown during the research
with regards to gender, age, status, income of the sample. The Equality Act is also implemented
to guard the unfair treatment during the research.
All the information of the sample will be kept confidential The Privacy Act of 1974, set certain
rules which incorporates storage and disclosure of personal information. The data of the sample
will be kept confidential and will not be exposed.
Code of practice
Principl-1 Value Safety
Principle-2 Be Accountable
Principle-3 Be Honest
Principle-4 Promote Fairness
Principle-5 Encourage Transparency
The Trade Practice Act 1974 is also implemented during the research in order to prevent the anti-
competitive conduct. The trade practice laws prevents the anti-completive conduct, which
encourages competition and efficiency in business

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Task 3
Proposal
In D.A Gardens Suppliers the business is facing drastic loss, therefore the business is
trying to identify the issues which ha lead to this loss to the business. The market research is an
approach which would help the business to identify the cause of the loss. The market research
will use quantitative and qualitative data in order to do a deep analysis of the business.
Therefore, in order to find the issue of D.A Gardens Suppliers a market research has to be done.
The whole project will carried out Market Research Division under director Barry Lad, who has
been working for past 10 years on market research field. Since, the business has faced a loss in
sales of nursery by 5% and it contributes up to 41% of the total profit. The research will be
focusing on how to improve the sales of nursery and what went wrong in the business. On the
other hand the Garden supplies sales has also dropped by 5% which also contributes 34% to
overall profit. Since, the business is carrying out multiple business, the whole operations of the
business is need to be analyzed and the market research will help to analyze the quality of the
business.

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Project Name- Recuperate
Project Owner- Dan Pierce
Sponsor- D.A Garden Suppliers
Stakeholder- David and Alison
In order to successfully implement the project, the final decision has to be made and
therefore the experiment needs to be conducted. After the analysis of the above research
methods, it is concluded that the survey and the focus group will be beneficial for collecting data
and to find the cause of 5% loss in the business. As the business directly targets the potential
customers the information provided by the customer will find out whether the competition
(Bunnings) is the reason of huge loss or it is due to the multi functioning of the business in
different areas, which has reduced the quality of the business. With the help of survey
information and research methods it will be easier to find out the results and to increase sales
again in the business to gain long-term goal of the business. If the project proposal is found to be
acceptable and relevant, I will need the business owner David and Alison and the business
stakeholders to approve this research proposal.
Approval for Market Research Plan
The key issues which is to be addressed from the analysis is found to be competition,
changing demand, multifunctioning of the business reducing the quality of the business. The
research objective is to increase the sales and adapt strategies to tackle the competitors. The main
objective is to adapt and bring new changes in the business according to the changing needs to
customers. The research methods to be used by the team is through collecting market data and

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preparing questionnaire and interviews for the customers. The sample size will be 100 people
between the age group 19 to 59. The type of data processing method which will be used is batch-
processing method for the research and through software using Microsoft Excel. The feasibility
of the market research can be assured through scheduling and on the basis of economic and
operational aspects.
Milestones Timelines Cost
Collection of data One week $40.00
Analysis of data Two weeks $200
Credentials
The market research must follow certain laws and legislation which includes trade practice act,
ethical practices and privacy laws.
It ensures the welfare and fair interest of the consumers and protect the dealing of sellers and
producers as well. The research will be conducted adhering the legal legislation of business.
The Civil Rights Act of 1964, protect from any discriminatory action shown during the research
and The Equality Act is also implemented to guard the unfair treatment during the research.
All the information of the sample will be kept confidential The Privacy Act of 1974, set certain
rules which incorporates storage and disclosure of personal information.

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Conclusion
It is concluded from the above analysis that the market research helps the business to
identify the key issues for the business loss. The whole sequential procedure of the project plan
helps the business to achieve its goal and target set by the management. From the above market
research the D.A Garden Supplies will be able to find relevant solution to their problems and can
increase their sales as before.

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Reference
Grier, S. A., Thomas, K. D., & Johnson, G. D. (2019). Re-imagining the marketplace:
Addressing race in academic marketing research. Consumption Markets &
Culture, 22(1), 91-100.
Haider, A. A., Zafar, A., Khalid, A., Majid, A., Abdullah, M. A., & Sarwar, M. B. (2019).
Marketing Management.