University Marketing Research: Myer Brand Awareness Report Analysis

This report, titled "Marketing Research Essentials," delves into the critical aspects of brand awareness for Myer, a well-known Australian brand. The research investigates the impact of high brand awareness on both the company and its consumers, emphasizing how effective branding attracts traffic and retains customers. The report outlines the research objectives, including analyzing brand awareness's effects on consumer behavior, identifying methods to enhance Myer's brand recognition, and proposing strategies to boost profit and sales. The study employs a deductive research approach with exploratory design, utilizing a non-probability sampling method through questionnaires and interviews, alongside secondary data analysis. The research addresses key questions regarding the impact of brand awareness on customer buying behavior, effective branding approaches, the benefits of a strong brand image, and measures to improve brand image and sales. Data analysis involves descriptive and mathematical methods, including the use of SPSS and the Likert scale. The report details personnel involved, specifications such as interview and questionnaire details, services provided (questionnaire development, sampling, data processing), and the associated costs and timeline. The report concludes by highlighting the importance of brand awareness in maintaining a competitive edge and fostering strong customer connections.

Running head: MARKETING RESEARCH ESSENTIALS
Marketing Research Essentials
Name of the Student
Name of the University
Author note

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Table of Contents
Background................................................................................................................................2
Objective....................................................................................................................................2
Study Design..............................................................................................................................3
Areas of Questioning..................................................................................................................4
Data Analysis.............................................................................................................................4
Personnel Involved.....................................................................................................................5
Specifications.............................................................................................................................5
Services......................................................................................................................................6
Cost............................................................................................................................................7
Time...........................................................................................................................................7
References..................................................................................................................................9

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Background
The background of the research is about increasing brand awareness of a well-known
brand Myer. It will show the impact that high brand awareness has on the company as well as
on the consumers (myer.com 2017). Increased awareness of the brand helps the organization
to attract good traffic and retain the old customers as well. Brand awareness of Myer will
have a direct impact on the consumers of Australia. It has been seen that the company has
always carried out an effective branding channel to attract the customers of Australia. While
carrying out their branding strategy the company has targeted various market segments by
good and influential understanding of the customers purchasing their products. It has also
carried out effective marketing as well as promotional strategy and that has helped the
company to improve the image of their brand over time (Hakala et al. 2012). The research
will focus on the essential branding activities that the company has carried out over the years
and the impact of poor brand image. The following research has put forward the rational that
in the absence of strong brand awareness the company will be unable to create a strong
connection with the customers and thus experience a decrease in its sales. Losing customers
and not being recognized by the customers will make it tough for the company to survive in
the scenario of strong competition. Thus, a research on this ground is essential to make the
company realize about the importance of branding and enhancing the image and name of the
brand. This will as a direct impact on the behavior of the customers (Huang and Sarigöllü
2014).
Objective
Objective of the research helps the researcher to plan out the research proposal in a
better manner as it structure out the exact result that the researcher is seeking to reach.
Similarly, the aim of the research is to analyze the important and effect of increasing brand

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awareness on the organization Myer in Australia and the changing behavior of the consumers
(Hutter et al. 2013).
The wide coverage of the objectives of the research that can be realized from the research aim
is:
1. To analyze brand awareness and its impact on the behavior of the consumers because
of lack of information about the organization
2. To indentify the approaches that can be used by Myer to enhance their brand
recognition and image
3. To summarize the impact of an effective branding activity on the consumers to
recognize the organization effectively
4. To propose various measures that can be adopted by the company to enhance its
branding activities in order to increase its profit and sales
Study Design
The design of the study states the methods that have been chosen to collect the data
required to reach the objective of the research. It is essential as it increases the accuracy of
the result obtained to fulfill main objective of the research. A deductive type of research
approach has been chosen as one of the most appropriate way to reach the result of this
research. The research will use exploratory research design to explore the information and
data required for the research (Mertens 2014). This type of design is also used to explain the
data in a detailed manner. Moreover exploratory research design also helps in filling up the
gap in the research and does not make any unnecessary assumptions. A non-probability
sampling method is being used to gather information with the help of questionnaires.
Whereas an interview will also be conducted with the managers of Myer to know their
branding positions. For sampling purpose, 200 samples have been chosen among which 150

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will be used for quantitative research and 50 will be kept for qualitative research. 150 will
considered for filling up the questionnaire by the customers and 50 will be filled by the
repose given by the managers. A secondary data research will also be used from past
literatures about the importance and impact of brand awareness and the press releases and
website of Myer (Creswell 2013).
Areas of Questioning
The researcher will move forward with the research by analyzing the following
questions that is to be answered. Assuming the result of the research four important questions
has been put forward to offer a complete solution of the research and meet its objectives:
1. What impact does the brand awareness of Myer puts on the buying behavior seen in
the customers?
2. How would have Myer undertaken the various approaches that has been put forward
for brand awareness in order to improve its brand position?
3. What are the positive impacts a strong brand image has on the company as well as on
the consumers?
4. What are the important measures that a company can take to improve its existing
brand image and generate more sales for the company?
These question swill help the researcher to cover all the desired objectives it was aiming to
fulfill from the survey.
Data Analysis
Research analysis is yet another important factor of a research that comes after the
data has been collected from all sources. However, different data can be analyzed in different
manners depending on the result the researcher is aiming to depict. Analysis is very important

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and is the last step of the research activity after all other works are done. In this research data
will be analyzed both n descriptive as well as in a mathematical manner using various tools.
The responses given by the managers and the consumers of the open-ended questions will be
analyzed by using a descriptive type documents in order to explain all kinds of issues and
variables observed in those questions. This will help the researcher to cover a wide range of
ideas and thoughts. On the other hand, close-ended questions will be analyzed using the SPSS
tool. In this tool, the data that has been collected by the respondents will be presented in a
graphical format in order to make it understandable to the normal people easily. On the other
hand qualitative data analysis will be structured in a format that will answer each research
question separately. Further he research will also use the Likert scale that offers a desired
analysis of the data and a positive outcome of the research (Schabenberger and Gotway
2017).
Personnel Involved
Personnel of the research are the people that actively take part in the research for
various activities and help in completing the research. The important personnel of this
research will be the supervisor of the researcher, the consumers and managers used to fill the
questionnaires and the team members. Some of the team member will take part in structuring
the report and data collection, while other will analyze the data and write the outcomes.
Specifications
Specifications are essential for the research as it helps the researcher to decide the cost
and time of the research. The credentials that are mentioned in the specifications will be used
to formulate the cost required for particular things. Some of the specifications of the research
are:

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1. Number of interviews conducted: 50
2. Number of questionnaires filled by the consumers: 150
3. Average length of each interview: 15minutes
4. Number of questions in the questionnaire: 20
5. Number of open-ended questions: 5
6. Average completion rate: 0.50 part completed per hour
7. Assumed incidence: 25 percent
8. Sampling type: non probability sampling
9. Two statistical table banners put on the word format
10. Descriptive analysis of the interview
11. Report
12. Editing of final presentation
Services
Services is yet important specifics of a research that states the type of services that the
researcher is offering during the research that will help him in successful completion.
Services are of various types and each of it plays a crucial role in the completion of the task.
Some of the services of this research are:
1. Developing the questionnaire with both open and close-ended questions and a total of
20 questions will be set
2. Choosing of sampling within the Myer company and in and around the target area of
the company
3. Structuring of the survey
4. Management of the project
5. Monitoring of the interview with the managers

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6. Processing of the data, calculation of the survey and presentation of statistical tables
7. Analysis of the data and setting up of the final report
Cost
The cost of the research is the expenditure required to complete every specifications
of the research. The cost required to conduct this survey is $60,000 and some other
contingency fees that will be kept for emergency purpose. For data collection activities in the
area of Myer company. The cost estimate given here does not include any kind of travelling
charge incurred by the researcher.
Time
Last is the formulation of the time, which is yet another important thing to decide in a
research. A research without any proper timeline fails to reach the objectives on time.
Selection of topic- 1 month
Collecting data from secondary sources- two months
Construction of research- one month
Literature review- one month
Development of research plan- one month
Selection of appropriate research techniques- one month
Primary data- two months
Analysis and interpretation- one month
Conclusion-two months

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Draft development-one month
Final report- one month

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References
Creswell, J.W., 2013. Research design: Qualitative, quantitative, and mixed methods
approaches. Sage publications.
Hakala, U., Svensson, J. and Vincze, Z., 2012. Consumer-based brand equity and top-of-
mind awareness: a cross-country analysis. Journal of Product & Brand Management, 21(6),
pp.439-451.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer New York.
Hutter, K., Hautz, J., Dennhardt, S. and Füller, J., 2013. The impact of user interactions in
social media on brand awareness and purchase intention: the case of MINI on
Facebook. Journal of Product & Brand Management, 22(5/6), pp.342-351.
Mertens, D.M., 2014. Research and evaluation in education and psychology: Integrating
diversity with quantitative, qualitative, and mixed methods. Sage publications.
myer.com. 2017. Myer. [online] Available at: http://www.myer.com [Accessed 28 Aug.
2017].
Schabenberger, O. and Gotway, C.A., 2017. Statistical methods for spatial data analysis.
CRC press.