Ethical Considerations in Research Proposals

This assignment requires students to carefully review an extensive research proposal template focusing on ethical considerations. It delves into informed consent, data protection (including storage and security), potential risks to participants and researchers, confidentiality, and reporting guidelines. Students must demonstrate their understanding of these ethical principles by completing the template accurately.

RESEARCH METHODS FOR
MARKETERS

TABLE OF CONTENTS
1. INTRODUCTION.......................................................................................................................1
2. SECTION A: Secondary Research..............................................................................................1
2.1 Market Background...............................................................................................................1
2.2 Attitudes towards fruit juices, juice drinks and smoothies...................................................2
2.3 Perceptions about fruit juices, juice drinks and smoothies...................................................3
SECTION B: Proposal Plan.............................................................................................................4
3.1 Research Problem.................................................................................................................4
3.2 Research Objectives (and a brief explanation-justification).................................................4
3.3 Data Collection Method........................................................................................................4
3.4 Sampling Approach...............................................................................................................5
3.5 Research Instrument..............................................................................................................5
3.6 Data Analysis Technique......................................................................................................6
SECTION C. Key Findings and Recommendations........................................................................6
4.1 Expected Data and Recommendations..................................................................................6
5. Conclusions..................................................................................................................................7
Book & Journal...........................................................................................................................8
7. Appendices...................................................................................................................................9
7.1 Graphs from the Web (Secondary Research)........................................................................9
7.2 The complete interview guide...............................................................................................9

1. INTRODUCTION
The behaviour of consumer is generic term that aids to define choice and preferences for
a particular commodity (Increasing Fruit Juice Appeal To Millennial Consumers, 2017). Over
the last few decades, food and drink consumption habits have changed immensely. The present
survey is based on business activities of JuiceLand, UK. This entity deals in fast food, fresh
juices, smoothies and delicious gluten free top go salad.
Furthermore, the main aim of report is to investigate the attitude of customer towards
changing need and wants of fruit juices, juice drinks and smoothies.
2. SECTION A: Secondary Research
2.1 Market Background
The fruit juices, juice drinks and smoothies market of UK is increasing at a boom. It has
become highly profitable and expanding as businesses are able to influence customers.
Moreover, customers are becoming health-conscious and are demanding for healthy drinks with
low-added sugar and less concentration of artificial preservatives (UK Public underestimating
sugar levels in popular drinks, 2012). Consumers are limiting consumption due to concerns
about less sugar preservatives for juice drinks. Smoothies include giving more details on
ingredients, offering wide choice of blends and targeting various usage occasions. The segment
is now worth £197 million with growth of 0.4 % from 2017 and a little drop of 0.7 % in volume
(In focus: Juices and smoothies. 2015). Major performers are Ribena, Oasis, Volvic and
Robinsons Fruit Shoot.
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2.2 Attitudes towards fruit juices, juice drinks and smoothies
Illustration 1: Fruit Juices, Juice Drinks and Smoothies
Source: UK Public underestimating sugar levels in popular drinks. 2012
The attitude of people are effectively changing as they are committed to get value of
money and great convenience and taste. New and exciting flavour of drinks, smoothies and fruit
juices are demanded which are less concentrated with sugar and are healthy up to a major extent.
Health, price-points and juice drinks are continuously influencing people and they are changing
their attitude from unhealthy drinks to healthy ones because of increased health awareness (In
focus: Juices and smoothies, 2015). This means that there are chances that UK market will
eventually accomplish success and provide customers with healthy drinks to make them fit and
lower-calorie juice will maintain their health in the best manner possible. The one of the cause
behind increasing demand for healthy and nutritional commodities are as the customers are
getting more educated and more demanding. In addition to it, the changes of healthy
commodities is one of the most essential aspect of research. Furthermore, health, taste, nutrition
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price ad convenience are some important criteria with help of it changes and attitudes of
customer keep changing.
2.3 Perceptions about fruit juices, juice drinks and smoothies
The main purpose of report is to do determine the customer perceptions towards sugar
contents and presence of artificial substances into juices. Choices of Fruit juices and smoothies
have evolved significantly in recent years (Nguyen, 2018). The present report ascertains several
consumptions and socio- demographical factors that influences the choice of customers towards
commodities. Thus, growing focus on health risk of high sugar diet there is continual increasing
in pressure on beverage manufacture. Furthermore, perception of customer is shifting towards
healthy eating trend and sugar debate and this has impacted the juice market profoundly.
Manufactures should have understanding of consumer perception towards food commodities in
order to cater different diets, lifestyle, demographic and age groups. Furthermore, consumer are
becoming more sophisticated in their choice as they prefer minimal processing food and
beverages. Thus, minimal processes commodities offers buyer the freshly made drinks. As per
modern scenario the consumer perception are shifting towards consuming products without
artificial colourings, preservation and flavouring. Thus, consumer are becoming more
sophisticated in their choices and to prefer healthy and ethical lifestyle.
Illustration 2: Increasing Fruit Juice consumptions
(Increasing Fruit Juice Appeal To Millennial Consumers, 2017)
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SECTION B: Proposal Plan
3.1 Research Problem
In modern scenario, the majority of fruit juice industries are working as to add sugar
content and artificial taste and colours in juices and drinks (Derkyi and et.al., 2018). Thus, main
purpose of this report is to look over to develop and create better understanding of preferences of
customers towards fruit juices, juice drinks and smoothies. By conducting depth research it has
been identified that due to ingredients of sugars and artificial taste, the health conscious
customers do not consume it. Henceforth, the profitability and productivity of the juice market is
getting reduced.
Specifically, in order to make better evaluation it is essential to identify the ingredients
and healthy nutrients, that will be more convenient to attract the customers in market. The
research report puts major emphasise on health, nutrition and environment and changing
lifestyles of consumers. Thus, trends of healthy eating and habits and ready to eat products has
enhancing the demand of consumers.
3.2 Research Objectives (and a brief explanation-justification)
The main aim of this report is “To ascertains several consumptions and socio-
demographical factors that influences the choice of customers towards food, juice drinks and
smoothies market of UK. On the basis of it, the several objective are framed as-
1. To identify the understanding of consumer preferences towards food and juice nutrition
to cater their needs,
2. To Investigate which packaging and labelling attribute consumer consider important at
time of choosing fruit juice products.
3. To recommend measures that can change the attributes of customers towards food, juice
drinks and smoothies in market of UK.
3.3 Data Collection Method
This is process that aids to collect and analyse information toward variable of interest in
order to make one suitable informed decision. Thus, data can be collected with help of
techniques as primary and secondary (Canziani, Byrd and Boles, 2018). The primary method is
helpful as in this data can be gathered with help of first hand sources. In addition to it, there are
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various techniques of collecting primary data as interviews/questionnaire, projective technique,
schedule method and observation techniques. On the other hand, secondary method will be
useful to gather information with books, journal, online articles etc. In order to investigate the
impact of factors that influences the choice of customers towards food, juice drinks and
smoothies market of UK the researcher has used secondary and primary techniques so that depth
and reliable data can be gathered. With the help of undertaking the primary collection method,
Attitudes towards fruit juices, juice drinks and smoothies can be defined in systematic mode.
3.4 Sampling Approach
This is approach that aid to researcher to collect information with help of population
based on result by selecting sample member from a population (Anderson, 2018). There are
number of methods as sampling, simple random sampling, stratified and cluster sampling. In this
present research, the researcher has used sample random technique with help of sample size of 5
individual as customers. However, probabilistic method have been used by undertaking thematic
presentation. Therefore, sample random technique will b helpful in terms to collect the data by
selecting the entire population.
3.5 Research Instrument
This is general term that defined as researcher uses for measurement devices and it is
inclusive of survey, test, questionnaire etc. In order to distinguish between instruments and
instrumentation it is essential to know that instrument is the device and instrumentation is course
of action. In addition to it, instrument falls into depth categories as subject completed, research
completed, and better distinguish under those instruments. It is systematic method that aids to
designed and obtained data on the topic of interest from the research subjects. Thus, it also helps
to develop, test and using the device.
Questions will be framed as-
1. Why individuals prefers healthy nutrients beverages?
2. Justify the beneficial aspects of healthy consumption of beverages?
3. Explain the reason behind increasingly healthy and ethical lifestyle?
4. Why consumer prefers minimal processed commodities?
5. Justify the advantages of freshly made and low processed juice and smoothies?
6. Explain the fact behind minimal processing that imparts fresher taste?
7. Why continually growing the market of organic juices and smoothies?
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8. Justify the benefits of consuming organic juices and smoothies?
9. Explain how healthy nutrition continues drive food and drink industry?
3.6 Data Analysis Technique
Data analysis can be termed as the process of inspecting, cleaning, transforming ad
modelling data in a way which assist in getting useful information and leads to arrive at
conclusion which assist in the decision making process. It can be said that, there are mainly two
types or methods of data analysis which are quantitative and qualitative. It can be said that,
researcher has uses the qualitative techniques of data analysis. It would be effective as if they use
qualitative data analysis techniques in terms of measuring the outcomes by appropriately coding
the data base and making a reliable as well as accurate implication of statistical tests. Moreover,
testing the preferences and choices relevant to food and beverages which would be effective for
reliable decision making.
Moreover, in this case there have been various reviews from consumers which have been
considered by the professionals such as “exposure to these metals early on can affect their whole
life trajectory”. Thus, consumption of such drinks would have positive impact on fastest
recovery and growth in operational motives of the business.
SECTION C. Key Findings and Recommendations
4.1 Expected Data and Recommendations
From the above research it can be find out that, most of the consumers are linked towards
healthy beverages and are concerned about the intermediates which required to be nutritious and
contains low-added sugar and less concentration of artificial preservatives (Agresti and Kateri,
2011). It has also been found out from the research that most of the Consumers in UK are
limiting consumption due to concerns about less sugar preservatives for juice drinks. Smoothies
include giving more details on ingredients, offering wide choice of blends and targeting various
usage occasions. However, there has been reviews gathered from the consumers which have
clearly represented their preferences, opinion and choice regarding the product.
Recommendation or further improvement:
 Key motives: It can be recommend that, marketer should analyse the aspects of healthy
consumption of beverages as customer are linked to consume healthy beverages.
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 Attitude and perception: Change in lifestyle has leads to spread the advantage of
consuming nutritious beverages which should be analysed by the marketer.
 Choice and criteria: It can be further recommended that, the marketer should come up
with consumer preferences, attitudes, beliefs and interest towards food, juice drinks and
smoothies in market of UK. There must be improvements in the
 Purchase intentions: It can be based on the preferences as well as willingness of the
buyer for spending in a product. However, analysing their satisfaction level would be
effective in attracting their intentions to purchase a commodity.
5. Conclusions
By summing up the above research, it can be concluded the business activity regarding
the attitude of consumer towards changing needs and wants of fresh juice. The secondary
research has been adopted top carry out the information from m consumers. The proposal plan
has analysed the research objectives and data collected meted in order to find out the outcomes.
Further, the research has concluded the key findings and recommendations.
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REFERENCES
Book & Journal
Agresti, A. and Kateri, M., 2011. Categorical data analysis (pp. 206-208). Springer Berlin
Heidelberg.
Anderson, L.R., 2018. Choose Healthy Here Pilot Program: A Secondary Analysis of
Consumers' Behaviors and Perceptions to Access and Affordability of Healthy Foods.
Canziani, B., Byrd, E. and Boles, J., 2018. Consumer Drivers of Muscadine Wine Purchase
Decisions. Beverages, 4(4), p.98.
Derkyi, N.S.A and et.al., 2018. Product design for a functional non-alcoholic drink. South
African Journal of Chemical Engineering, 25, pp.85-90.
Nguyen, T., 2018. Establishing a Customer Approach and a Product Promotion Plan for a Start-
up Busi-ness in Fruit and Tea Based Beverages.
Online
In focus: Juices and smoothies. 2015 [Online] Available Through:
<https://www.talkingretail.com/news/special-reports/features/focus-juices-smoothies-01-
06-2015/>
Increasing Fruit Juice Appeal To Millennial Consumers. 2017. [Online] Available
Through: :<https://apfoodonline.com/industry/increasing-fruit-juice-appeal-to-millennial-
consumers/>.
UK Public underestimating sugar levels in popular drinks. 2012 [Online] Available Through:
<https://www.gla.ac.uk/news/archiveofnews/2012/april/headline_230642_en.html>
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7. Appendices
7.1 Graphs from the Web (Secondary Research)
7.2 The complete interview guide
Thus, the questions will be asked from the customers in order to conduit the reliable
research.
QUESTIONNAIRE
 Why individuals prefers healthy nutrients beverages?
 Justify the beneficial aspects of healthy consumption of beverages?
 Explain the reason behind increasingly healthy and ethical lifestyle?
 Why consumer prefers minimal processed commodities?
 Justify the advantages of freshly made and low processed juice and smoothies?
 Explain the fact behind minimal processing that imparts fresher taste?
 Why continually growing the market of organic juices and smoothies?
 Justify the benefits of consuming organic juices and smoothies?
 Explain how healthy nutrition continues drive food and drink industry?
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Research Ethics approval form
All students conducting research activity that involves human participants
or the use of data collected form human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title: “To ascertains several consumptions and socio-
demographical factors that influences the choice of customers towards
food, juice drinks and smoothies market of UK.
Section 2 Project summary
Please select all research methods that you plan to use as a part of your
project:
 Interviews Yes No
 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Yes.
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Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults:
How will participants be recruited (identified an approached)?
Questionnaire approach
Describe the processes you will use to inform participants about what you
are doing:
With help of asking questions.
How will you obtain consent from participants? Will this be written? How
will it be made clear to participants that they may withdraw consent to
participate at any time?
I will obtain consent from participants with help of questionnaire and it
must be in written.
Studies involving questionnaires: will participants be given the option of
omitting questions that do not wish to answer?
Yes No
If no please explain why below and ensure that you cover any ethical
issues arising from this
This is related with observing the information with help of setting
questionnaire. And response must be in their views about the issues.
Studies involving observation: Confirm whether participants will be
asked for their informed consent to be observed.
Yes No
Will you debrief participants at the end of their participation (i.e give them
a brief explanation of the study)?
Yes No
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Will participants be given information about the findings of your study?
(This could be a brief summary of your findings in general)
The participant will be given any brief information on findings of study. So
that they can have idea about undertaking the study. The reliability must
be maintained.
Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance
with the Data Protection Act (1998)
Yes No
Who will have access to the data and personal information?
Participants and researcher to study.
During the research:
Researcher.
Where will the data be stored?
USB, LAPTOP ETC
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further details:
After the research:
It will be saved in USB, laptop only, in order to take further investigation.
Where will the data be stored?
USB, laptop etc.
How long will the data and records be kept for and in what format?
It will be kept forever so that it can be useful in further inestigatyiopn.
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Will data be kept for use by other researchers? Yes No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise
ethical concerns? If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that
may arise because of your research. Please consider/address all issues
that may apply. Ethical concerns may include, but are not limited to the
following :
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity
 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research
(including transfer, sharing, encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research
and Ethics Policy: Yes No
I have discussed the ethical issues relating to my research with my
Unit Tutor:
Yes No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of
the ethical issues that may arise in the course of my research
Name: Date:
Please submit your completed form to your supervisor and also
attach to the Research Proposal when submitting to Turnitin.
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