HI6008: Exploring Research Design for Vegan Market in Australia

This report details the research design and methodology for studying the vegan industry in the Australian market, addressing strategic models for changing vegan consumption. It includes an introduction, project objectives, scope, and a literature review summarizing previous findings and justifying the research problem. The report presents research questions and hypotheses, followed by a discussion of qualitative and quantitative research designs, including data collection methods, sampling techniques, and data analysis processes. Research limitations and a time schedule are also outlined. The document concludes with a summary of the key aspects of the research design, emphasizing the importance of understanding consumer trends and strategic models for vegan grocers in Australia. Desklib provides access to this and other student-contributed assignments.

Running Head: BUSINESS RESEARCH
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Table of Contents
Introduction................................................................................................................................2
Project objective.........................................................................................................................2
Project Scope..............................................................................................................................2
Literature review........................................................................................................................3
Summarise Assignment 1.......................................................................................................3
Justification of research problem............................................................................................3
Literature gap and opportunity...............................................................................................4
Research Questions/Hypothesis.............................................................................................4
Research Design and Methodology...........................................................................................4
Qualitative research................................................................................................................4
Quantitative research..............................................................................................................6
Research Limitations..................................................................................................................9
Time Schedule (Research plan).................................................................................................9
Conclusion................................................................................................................................10
References................................................................................................................................10
Appendix..................................................................................................................................12
Time Schedule (Research plan)...............................................................................................12

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Introduction
The vegans are determined as the followers who have not considered animal products in their
diet (Beverland, 2014). Vegans lifestyle could be restricted to the individual for consuming
meat as well as meat products in their day to day activity. This study was emphasized on the
vegan industry development in the Australia market. In addition, it is examined that the
increasing number of food products replace meat products and services at the small and big
scales. In addition, it is examined that Australia is the third largest market of vegan. In the
introduction section, many imperative factors are considered by the researcher like project
objectives, research aim and objectives, and project scope, and the research hypothesis. The
literature review section mainly demonstrates many factors like a summary of the literature
review that could be associated with the research aim and objectives. In last, this report
discusses the research methodology section that could be effective to comprehend qualitative
and quantitative research design.
Project objective
The main aim of this research is to address the strategic models for changing the Vegan in the
Australian market. The following research objectives will be accomplished by the researcher
to meet the aim of the research:
 Understanding the rise in Vegan marker at Australia.
 How strategic models can be created for standalone vegan grocers.
 How the consumer trends in Australia is changing for the vegan market.
Project Scope
This research is effective for gaining the understanding of enhancement in the market of
Vegan. It could be effective for each individual as Vegan is effective for improving the health
of people. It will also be effective for gaining the understanding towards different strategic
models that could be created for standalone vegan grocers. This project is also effective for

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increasing the understanding towards the consumer trends in Australia is changing for the
vegan market. This project could also be effective for the researcher to increase their
understanding of different tools and techniques for collecting feasible information towards
the research matter.
Literature review
Summarise Assignment 1
It can also be summarized that people who use vegan products in their daily routine then they
could be healthier as compared to the other people. Moreover, it is also analyzed that the
organization could use a campaign for the increasing the awareness about items of vegan.
The vegan campaign could facilitate to the consumers to have products and services in the
least time and cost. It can also be summarized that people who use the meat products then it
could decline in the number of animals at the particular place. Further, it can also be
summarized that campaign could also be imperative for demonstrating issues of animals
among a huge number of consumers (Bogueva, Marinova, and Raphaely, 2018). It could
impact on the overall performance of the organization. It could be imperative for securing the
life of animals. It can also be concluded that Australia has many vegetarian restaurants that
offer products to their people for securing the life of people as well as animals. From the
survey, it is found that the number of Vegan people is increased by 3% over the five years
that demonstrate the interest of people has been increased.
Justification of research problem
In the current era, most of the consumer was not aware of the cons of non-vegetarian
products and services that could negatively impact on the health of animals and people.
Therefore, research has selected this topic for increasing understanding with respect to the
Vegan in the Australian market.

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Literature gap and opportunity
This study relied on the rise in Vegan in Australia but it does not demonstrate the pros of
Non-vegetarian products. This research will be conducted on the 55 employees who are the
part of Vegan industry that could lead to getting a favorable outcome in the context of the
Vegan. Further, it is evaluated that the sample size of this research is lower that could decline
the probabilities of getting a reliable outcome. But, at the same time, it is analyzed that
research will be capable to comprehend different research tools and techniques that could be
imperative for the accomplishment of the research objectives.
Research Questions/Hypothesis
The research questions of this study are discussed below:
 What do you understand by the Vegan?
 What are the strategic models that can be created for standalone vegan grocers?
 How the consumer trends in Australia is changing for the vegan market?
Research Design and Methodology
In the research, the research methodology section could be effective in selecting the suitable
method for getting reliable information in the context of the research issue. These tools were
known as qualitative and quantitative research design (Dedehayir, et al., 2017). Moreover,
these are discussed below:
Qualitative research
Chart 1: Qualitative research process

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(Source: Dedehayir, et al., 2017).
In the qualitative study, the investigator will develop the research question that is relied on
the standard of the research question. It could also be associated with a particular research
issue. It could be effective for the accomplishment of a desired goal in the least time and cost.
Subsequently, a researcher could select to the research subjects on which the study will be
conducted. After that researcher will collect the relevant data in the favor of the research
matter. Then, the researcher will evaluate conceptual data and reach the valid solution
afterward research will decide to write up the research (Dedehayir, et al., 2017).
Approaches to reliability and Validity
For conducting this study, the researcher will give more preference to the inductive approach
as compared to the deductive approach. This approach will be effective for collecting the
non-numerical information towards the research matter. It could also be effective for reaching
the valid conclusion.
Sampling and Sample Size
Sampling method facilitates to the investigator for selecting a suitable sample size for
conducting the research. The researcher will select a non-probability sampling method to
select research candidates and meet the aim and objectives of research matter (Lowe, 2014).
Moreover, this method could facilitate to the investigator to select the research candidates on
behalf of different methods like age, gender, education, experience, and race (Bauer, 2014).

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The main cause of the selection of this method is that the research is subjective in nature. For
conducting this study, 9 marketing executive is selected from the different organization who
are supported to the Vegan and collect their opinions towards the research matter.
Data Collection Method
Under this study, the primary data collection method will be practiced by the researcher to
conduct the research and research at the valid conclusion (Bogueva, Marinova, and Raphaely,
2017). This method will be effective for getting the fresh information to specified research
participants by considering the survey through questionnaire method (Choy, 2014). It could
be imperative for collecting reliable information towards the research concern. The primary
data collection method leads to getting innovative and fresh information in the context of the
current issue. This method enhances the accuracy of the research outcome (Mackey and Gass,
2015).
Variables Specifications
In the research study, two kinds of variables like independent and dependent variables. The
independent variable of this research is Vegan and the dependent variable is the Australian
market.
Quantitative research
Chart 2: Quantitative research process
(Sources: Mackey and Gass, 2015).

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On the basis of the above image, it is found that firstly investigator will create theory and
hypothesis for the researcher to meet research aim. Then, the investigator will create the
aspects of the study and make a design for it. Afterward, the investigator will select suitable
sites and suitable method (Mackey and Gass, 2015). Moreover, the investigator will obtain
the information from creation sources of the data collection method. In last, the investigator
will write up the whole research and lead to get reliable information towards the research
matter.
Research Instrument
The research instrument is practiced by the investigator to examine tools and techniques for
evaluating the data and get reliable data in the context of the current matter. The research will
imply the secondary data collection method and get the conceptual information towards the
research issue. It could be collected by considering different sources like a book, academic
journal, online and offline sources, magazines, and company websites. It will be effective for
the attainment of research aim in limited time and cost (Silverman, 2016).
Quantitative Data Analysis Process
Chart 3: Quantitative data analysis process
(Sources: Taylor, Bogdan, and DeVault, 2015).
On the basis of the above chart, it is also examined that the investigator will prepare data
before conducting the research. Subsequently, the investigator will remove the unrelated data

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from the collected information for making accuracy in the research. Moreover, the
investigator will increase their understanding in the favor of means, frequencies, and
recording. Afterward, the researcher will evaluate the collected data by considering the
statistics and crosstabs. Investigator will use the graphics for interpreting the data and lead to
get favorable information (Taylor, Bogdan, and DeVault, 2015). The investigator will imply
Ms-excel software with graphics and reach the reliable conclusion. Subsequently, the
researcher will interoperate the collected data and make a meaningful result (Ledford and
Gast, 2018). In this, the researcher will examine collected outcome and make a reliable
conclusion. For this, the investigator will examine the investigator to meet the objectives of
the investigator in the particular time.
Sampling and Sample Size
In this research, the investigator will use the probability sampling method as it offers similar
chance to their research candidates for collecting the opinion and views of selected research
participants and research at the valid conclusion. As a result, the researcher would be capable
to get reliable information with the favor of the research matter. It could be supportive for
collecting the data towards research matter without any biases from the research and
facilitates to meet research aim (Panneerselvam, 2014). Moreover, the investigator will
choose 45 workforces who are the part of Vegan industry and comprehend their opinion to
meet the research aim and objectives researcher will consider the close-ended questionnaire
method for the accomplishment of the research matter (Alvesson and Sköldberg, 2017).
Reliability and Validity of Data
The validity demonstrates the level wherein the investigator will be capable to get the
statistical data about the research matter. For example, the investigator will imply a survey
through questionnaire method to evaluate the popularity of Vegan in the Australia market.
Another tool is reliability that could be practiced by the investigator to evaluate the research

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trustworthiness. Moreover, it is also examined that literature review could be practiced to
improve accuracy and trustworthiness and make reliable information with respect to the
research matter (Bresler, and Stake, 2017).
Research Limitations
There are different research problems that could be practiced by the investigator during the
study. An investigator could consider different factors like time, cost, and resources. These
factors could restraints to the investigator for conducting their study and reach the valid
conclusion. Moreover, it is also examined that lack of resources could decline the
probabilities to get reliable outcome (Smith, 2015).
Time Schedule (Research plan)
Research activities that will be
conducted to conduct the research
Time (in weeks)
1 2 3 4 5 6 7 8 9 10
Research matter selection
Research aim and objectives
development
Data collection (primary and
secondary data collection method)
Develop a research questionnaire
Sampling method (Probability and
non-probability sampling method)
Data evaluation (statistical and non-
statistical data analysis)
Report writing
Final submission

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With respect to the above table, it is evaluated that the data collection tool takes more time as
compared to other research activities. The decided time was standard and it ensures that the
researcher will put their best effort to accomplish the specified research activities.
Conclusion
As per the above discussion, it can be summarized that Vegan industry could play an
imperative role in declining the heart issues from Australia in the least time and cost.
Furthermore, it can also be concluded that the organization could gain health awareness about
the products who do not prefer to meet in their products and services. The organization could
consider creation sources to increase the product information towards media and internet. It
can also be summarized that the researcher could consider the research methodology and
increase the understanding towards different tools and techniques for the accomplishment of
the research matter like research approach, data collection method, data analysis method,
sampling method, and research limitation. It could be imperative for the attainment of the
research aim and research at the valid conclusion.
References
Alvesson, M. and Sköldberg, K., 2017. Reflexive methodology: New vistas for qualitative
research. Sage.
Bauer, G.R., 2014. Incorporating intersectionality theory into population health research
methodology: Challenges and the potential to advance health equity. Social science &
medicine, 110, pp.10-17.
Beverland, M.B., 2014. Sustainable eating: mainstreaming plant-based diets in developed
economies. Journal of Macromarketing, 34(3), pp.369-382.
Bogueva, D., Marinova, D. and Raphaely, T. eds., 2018. Handbook of Research on Social
Marketing and Its Influence on Animal Origin Food Product Consumption. IGI Global.

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Bogueva, D., Marinova, D. and Raphaely, T., 2017. Reducing meat consumption: The case
for social marketing. Asia Pacific Journal of Marketing and Logistics, 29(3), pp.477-500.
Bresler, L. and Stake, R.E., 2017. Qualitative research methodology in music education.
Critical Essays in Music Education (pp. 113-128). Routledge.
Choy, L.T., 2014. The strengths and weaknesses of research methodology: Comparison and
complementary between qualitative and quantitative approaches. IOSR Journal of
Humanities and Social Science, 19(4), pp.99-104.
Dedehayir, O., Smidt, M., Riverola, C. and Velasquez, S., 2017, December. Unlocking the
Market with Vegan Food Innovations. In ISPIM Innovation Symposium (pp. 1-13). The
International Society for Professional Innovation Management (ISPIM).
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in
special education and behavioral sciences. Routledge.
Lowe, M., 2014. Obesity and climate change mitigation in Australia: overview and analysis
of policies with co‐benefits. Australian and New Zealand journal of public health, 38(1),
pp.19-24.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Panneerselvam, R., 2014. Research methodology. USA: PHI Learning Pvt. Ltd.
Silverman, D. ed., 2016. Qualitative research. Sage.
Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons.