Postgraduate Research Methods Report: Case Study Analysis - 2019

This report analyzes a case study on 'Eating Well and Doing Good,' focusing on research methods for developing a successful marketing strategy for a nutrition bar. The report argues that a 'one for one' marketing strategy, similar to TOMS shoes, may not be sufficient. It emphasizes the importance of understanding consumer perception, needs, and desires through primary research methods such as questionnaires and face-to-face interviews. Secondary research, including articles, journals, and expert interviews, is also suggested to gather market trends and consumer insights. The report explores various research techniques, including group discussions, personal interviews, telephonic surveys, internet surveys, and case studies, to gather comprehensive data. It highlights the significance of these methods to understand consumer behavior and tailor marketing strategies effectively. The report concludes that a combination of these research methods is crucial for developing a successful marketing plan.

Running head: POST GRADUATE RESEARCH METHOD
Name of the Student
Name of the University
Author Note

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Answer 1
No, one for one food has not enough information to create a successful market strategy. TOM
shoe is a great example of applying cause marketing. Through using this strategy the company
TOMS delivered ‘one for one’ concept, the concept suggest that for every pair of shoes sold, the
company offers one pair of shoes back to children in developing countries. This strategy is
popular, but this method not only successfully develops the reputation and sales, but it creates a
positive social image in the consumer mind. Similarly this concept is applicable for nutrition bar.
Nowadays consumer is more aware of their health. They are very health conscious. So, buy one
get one strategy is not sufficient for customer satisfaction. A health-conscious consumer might
not buy premium nutrition bar. So, one for one food concept has not enough information to
create a successful market strategy. To create a successful marketing strategy it is very important
to know what the consumer perception about the nutrition bar. What is their actual need, what is
their desire, what is their requirement? If we know the customer perception and need of the
product, then we understand what strategy is appropriate for its success. To understand consumer
perception, we will conduct primary quantitative research through a questionnaire. A primary
data collection is very much important to understand customer thought. We may also conduct a
face to face interview.
Answer 2
Conversation with a customer is a significant way to get information during initial stage of the
research. A group is used as a primary research technique to explore consumer ideas and
attitudes. A group of 7-16 people meeting a room or place. We lead a discussion and keep focus
on the products that we want to explore. We should also conduct a personal interview. Personal

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interviews are one of the best methods to get in-depth. A telephonic survey is very fastest
technique to gathering information. We should also conduct an internet or email survey to collect
information. It is most cost-efficient and quick method of distributing a survey (Taylor, Bogdan
& De Vault, 2015). A case study research provides an in-depth look at one test subject (Lantos,
2014). The subject can be family business or personal. With the help of this method we will
collect data from various sources. We also collect information from various secondary sources
like- article, journals, newspaper, magazines, television. This method helps to gather clear
information about recent trends, current market scenario and lot of business information. Expert
information is also effective method to gather knowledge and information. In this case we are
conducting few interviews with experts of health nutrients and we can ask many open-minded
questions and receive best solution needed to understand consumer perception towards their
health better. And it will help to understand the desire and need of the customer. With the help of
the above-discussed research method, we will gather all of the information about the products or
business

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References
Goworek, H., Perry, P., Kent, A., Roncha, A., & Radclyffe-Thomas, N. (2016). How
TOMS’“one day without shoes” campaign brings stakeholders together and co-creates
value for the brand using Instagram as a platform. Journal of Fashion Marketing and
Management.
Lantos, G. P. (2014). Marketing to millennials: Reach the largest and most influential generation
of consumers ever. Journal of Consumer Marketing.
Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons
Wildemuth, B. M. (Ed.). (2016). Applications of social research methods to questions in
information and library science. ABC-CLIO.