Seminar assignments, Baskin-Robbins Research Proposal PDF

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Baskin-Robbins Research Proposal MRM Group Assignment 1

Group Members: Ashleigh Rothel (25992228) Samantha Lee (25093517) Shaniya Vilash (24201847)

Tutor: Abed Abedniya

Table of Contents 1.0

Executive Summary

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2.0

The Research Problem 2.1 Background to the problem 2.2 Statement of the problem

3 3 3

3.0

Research Approach 3.1 Analytical Framework and Model 3.2 Research Questions and Hypotheses

5 5 6

4.0

Research Design 4.1 Information Needed 4.2 Descriptive Research Design 4.3 Measurement and Scaling 4.4 Questionnaire Pre-Tests 4.5 Sampling Design Process

7 7 7 8 8 8

5.0

Reporting, Costs and Timing 5.1 Reporting 5.2 Costs and Timing

9 9 10

6.0

Questionnaire

13

7.0

Reference List

19

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1.0 Executive Summary The purpose of this research is to determine whether Baskin-Robbins will be successful in a logo change and a redesign of the store. The research is to collect opinions from a random sample to indicate the effectiveness of the changes. It is also assisting in determining whether the change needs to be undertaken by Baskin-Robbins, in order to remain competitive in the market. The method of investigation will be in quantitative form, using surveys, questionnaires and also face to face mall intercepts. The costs of approximately $2000 will also be discussed in the findings, to assist with decision making. The findings will be presented to the brand officer and retail consultant of Baskin-Robbins in the fifth or sixth week of research.

2. The Research Problem

2.1 Background to the Problem When conducting market research, the most serious mistakes are not made by having the wrong answers, instead by asking the wrong questions (Drucker & Wilson, 2001). Consequently, the research problem evident for Baskin-Robbins’ will be conceptualised as the first step in the marketing research process. The frozen food retail sector has become more hostile for Baskin-Robbins, seeing a plummet in sales coinciding with glacial weather conditions. Competitors , such as Cold Stone Creamery , are becoming increasingly popularised due to targeting a definitive high-end market with a focus on the in store mix-in experience, as identified in the problem audit. Due to these modernised and innovative endeavours offered to consumers, competitors such as Cold Stone Creamery's sales were almost 75 per cent of Baskin-Robbins sales that depicts an increasing trend for the hospitality and theatre experience. However, after discussions with the brand officer Kim Kimmel, retail consultant Zack Wheatly and other senior executives, the focus was to target a new segment of the market.

2.2 Statement of the Problem

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When conducting market research, the most serious mistakes are not made by having the wrong answers, instead by asking the wrong questions. Consequently, the research problem evident for Baskin-Robbins’ will be conceptualised as the first step in the marketing research process. The frozen food retail sector has become more hostile for Baskin-Robbins, seeing a plummet in sales coinciding with glacial weather conditions. Competitors , such as Cold Stone Creamery , are becoming increasingly popularised due to targeting a definitive highend market with a focus on the in store mix-in experience, as identified in the problem audit. Due to these modernised and innovative endeavours offered to consumers, competitors such as Cold Stone Creamery's sales were almost 75 per cent of Baskin-Robbins sales that depicts an increasing trend for the hospitality and theatre experience. However, after discussions with the brand officer Kim Kimmel, retail consultant Zack Wheatly and other senior executives, the focus was to target a new segment of the market. The management decision problem (MDP) is defined as whether it is necessary to change the existing Baskin-Robbins logo as well as the interior design of stores. This problem significantly affects all senior members and franchisees of Baskin-Robbins as it could cost $50,000 for one store to be completely resigned. Including the improved logos, overall it will cost the company 5 million dollars. This is a major financial investment for the company however may be a critical decision as competitors sales figures are increasing to almost 75% of Baskin-Robbins. Thus this MDP must be answered in order to maintain a competitive advantage and ensure business longevity.

The marketing research problem (MRP) faced by Baskin-Robbins is to determine the effectiveness of the existing logo on the redesigned stores. The sub components of this MRP are: 1. What are consumers current attitudes towards the existing logo and store layout? 2. It is necessary for the brand logo to be transformed to signal a new change at BaskinRobbins? 3. How can the store layout be redesigned to suit current consumer needs? 4. If the logo was to be changed, would there be synergy between the new logo and the newly resigned stores?

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By obtaining answers to these various MRP questions, this will aid in solving the MDP also. If it is evident that consumers attitudes are optimistic towards the new logo (that is a preference of 2:1 to the old logo) then it is necessary to change the logo as well as the interior designs of Basking-Robbins stores. However, if it’s clear that consumers prefer the existing Baskin-Robbins logo (and the ratio is less that 2:1) then it is not necessary to spend unwarranted time and money changing the original logo as well as the interior design of stores.

3.0 Research Approach

3.1 Analytical Framework An analytical model consists of a set of variables related in a specified manner to represent all or part of a system or process. Shown below is a graphical model that provides a visual picture of the relationships between the variables.

Competitors

Consumers

- Competitors offerings

- Current attitudes

- Segments that are not being satisfied

- Needs and preferences - Brand loyalty

Dependant Variable Change Baskin Robbins logo and redesign stores

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Competitors Baskin Robbins main competitor is Cold Stone Creamery. Cold Stone offers customers a unique ice-cream experience, where they blend ice cream creations on a frozen granite stone in front of the customers. They also entertain customers where they toss the ice cream in the air and catch it with a spoon, offering a show for customers. It is a concept that sets Cold Stone apart from other icecream shops. However, Cold Stone is on a higher price range and this may not satisfy the lower to middle income group, who may find it overpriced.

Consumers Customers decide on which ice cream to have base on criterias such as price, taste, quality, variety and uniqueness of flavours, store theme and atmosphere, and brand. Baskin Robbins does not have a specific target segment, because its customers consists of parents with their children, teenagers, couples and young adults, which is a very broad market. However, customer preferences may vary across different age groups, in terms of store design. Young to middle aged group may prefer fun, bright, and vibrant colours, whereas older aged group may prefer more neutral accents. This global chain was founded in 1953 and has since then, created a large group of brand loyal customers. The pink and blue persona is uniform in every Baskin Robbins outlet, and this has created strong brand awareness. The brand logo is well known by consumers all around the world.

3.2

Research Questions and Hypotheses

1) RQ: Does brand logo and store design play a role in customer’s decision in choosing where to have ice cream? H: Customers evaluate brand logo and store design when choosing where to have ice cream.

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2) RQ: Which age group tend to buy ice cream more? H: Young and middle age groups tend to buy ice cream more than older age groups. 3) RQ: Are customers willing to pay more to enjoy their ice cream in a premium ambience? H: Customers are willing to pay more to enjoy their ice cream in a premium ambience.

4) RQ: Will the logo and store design change attract attention from new and old customers? H: The change in logo and store design will be able to attract attention from both new and old customers.

5) RQ: Will the new logo and store design affect customer perceived value? H: The new logo and store design will improve customer perceived value.

4.0 Research Design

4.1 Information Needed The specific components of the problem include demographics, psychological characteristics and attitudes, and brand awareness. These components help to determine the information needed, which are the opinions of those in a random sample to determine the majority 2:1 ratio toward the new logo.

4.2 Descriptive Research Design Descriptive research is a type of research which leads to a more conclusive end, as it is assumed the researcher has prior knowledge of the problem and therefore is usually descriptive in nature (Malhotra, 2014). This is recommended as the best approach for BaskinRobbins’ research problem.

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This type of research usually uses various forms of quantitative analysis, surveys and other observational data, however, for this problem, mall-intercept and electronic surveys will be utilised. Mall intercept surveys are the process of respondents being approached and interviewed in shopping centres. It can be effective as it is face to face, more efficient, and complex questions can be asked; however its biggest disadvantage is that there may be interviewer bias. On the other hand, electronic surveys are simultaneous, quick, cost effective can be personalised and given visuals. The only disadvantage is that only internet users can access this form of survey, and same respondent may answer more than once.

4.3 Measurement & Scaling The questions and scales used will help determine preferences, feelings, perceptions, attitude and other characteristics amongst respondents. There are 4 primary scales of measurement which are nominal, ordinal, interval and ratio scales. For this research questionnaire a combination of nominal, ordinal, and interval scales are used.

4.4 Pre-test Questionnaire Pretesting is the process of testing the questionnaire on a small sample of respondents, to identify and eliminate potential problems (Malhotra, 2014). With this, feedback can be gained and necessary changes can thus be made. The survey will be given to a sample size of 15 respondents, for the pretesting stage.

4.5 Sampling Process The sampling design process, indicated by the table below, includes the identification of the target population, sampling frame, sampling technique, and the sampling size.

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Target Population



Any person between the ages 20 and 70



Children under 20 and people over 70 may not understand or see the differences being researched



Simple random sampling – each element in the population has a known and equal probability of

Sampling Frame

selection, and selected independently of every other element (Malhotra, 2014)

Sampling Technique



Questionnaires/Surveys – cost effective, able to get consumer opinions and easy to comprehend.

Sampling Size



50 randomly chosen people

5.0 Reporting, Costs & Timing

5.1 Reporting After conducting extensive descriptive research to identify the marketing research problem and management decision problem, these findings will be reported and presented to the Baskin-Robbins management team. These results will include a detailed analysis of the mall intercepts and electronic surveys of the target population being consumers of ice-cream products (Daymon & Holloway, 2002). Such proposals will be given in the form of both electronic copies as well as hard physical reports. As a result of the findings, the solutions will be described to undertake in order to solve the problems at hand.

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5.2 Costs and Timing A breakdown of the estimates for the cost and timing for the study is included below:

Steps research

Mall intercept in Approach respondents randomly and interview in shopping mall. Either deliver survey directly to them or invite into research facility located in mall for convenience of respondent (Bush & Hair, 1985). Location will be spread throughout food courts in malls to get representative sample and the ability to ask and show the new designs and logo to customers.

Time

The time used for this research would be approximately 8 weeks. Preparation (around 3 weeks) 

Define the objectives of the study



Establish research objectives, hypotheses,



Develop appropriate questionnaire.



Choose mode of collection, establish sampling frame and size, questionnaire development .



Allocating budget and structuring timeline.

Implementation (around 5 weeks) 

Conduct survey to 100 respondents throughout different mall locations



Using SPSS program to analyse and interpret collected data.



Code and edit data



Forming conclusion to accept or reject hypotheses claimed.

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Cost Activity Printing

and

producing

Price 100 $30-40

questionnaires Hiring interviewers Pre-test the survey Hiring mall facility to interview

$20 p/h $20 $100

respondents travelling and refreshment costs $34-45 Hiring of experts to analyse and $50/ph interpret findings Total costs

Approximately $1000

Steps in

Electronic surveys Obtain customer data base for Baskin-Robbins. Email these people with the

research

survey of 30 questions to complete. Offer incentives to complete such as a free Baskin-Robbins voucher. Collect results based on response rate. This may have a lower response rate, therefore there may be a need to launch survey on social media or other forums relating to frozen foods.

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Time

The time used for this research would be approximately 5 weeks. Preparation (around 3 weeks) 

Identifying problem statement, research background.



Establish research objectives, hypotheses, and questionnaire.



From customer database, establish sampling frame and size, questionnaire development.



Allocating budget and structuring timeline.

Implementation (around 2 weeks) 

Email survey to 100 respondents



Using SPSS program to analyse and interpret collected data.



Code and edit data



Forming conclusion to accept or reject hypotheses claimed.

Cost Activity Time for

collecting

population to survey Pre-test the email survey Incentives Hiring

of

findings Total costs

experts

to

target

Price $0 but may subtract productivity form other duties $0 $5 voucher (therefore

$500)-

however this will result in profits analyse $50 p/h Approximately $1000

6. Questionnaire Dear Sir/Madam,

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We are Business students from Monash University Caulfield campus. Thank you for spending a few minutes of your time to complete this questionnaire for our Marketing Research Methods - MKF2121 – assignment. The purpose of this questionnaire is to assist our research regarding Baskin Robbins decision to change their logo and store design. The survey should only take 5 minutes, and your responses are completely anonymous. We really appreciate your input!

1) What brand of ice cream do you usually purchase? A) Baskin Robbins B) Cold Stone Creamery C) Haagen Daz D) Swensens E) Others

2) Why do you frequently choose to buy that brand? A) Price B) Variety of flavours C) Store design D) Brand loyalty E) Convenience F) Taste

3) How often do you buy ice cream? A) Everyday B) Alternate days C) Once a week D) Once a month E) Seldom buy ice cream F) Only when the weather is hot

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4) What do you usually order at the ice cream store? A) Scoops B) Sundaes C) Shakes D) Fondue E) Others

5) Who do you usually go with to eat ice cream? A) Alone B) Family C) Friends

6) Would your peers or type of company affect your choice on where to have ice cream? A) Yes B) No C) Sometimes

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7) What factors do you take into consideration when purchasing ice-cream? Please rank accordingly as 1 being least preferred, 3 being neutral and 5 being most preferred. 1

2

3

4

5

Price Quality Presentation Content of ice cream Store design and ambience Customer Service Brand Cleanliness Health Concern Store location

8) How often do you have Baskin Robbins? A) Everyday B) Alternate days C) Every week D) Every month E) Seldom

9) What is Baskin Robbins unique selling point? A) Unique flavours B) Store atmosphere C) Hygiene D) Service 15

E) Established brand

10) On a scale of 1-10 (1= Very dissatisfied and 10= Very satisfied), how satisfied are you with Baskin Robbin’s current logo? 1-2-3-4-5-6-7-8-9-10

11) What time of the day do you prefer to eat ice cream? A) Morning B) Afternoon C) Evening D) Night

12) How much are you willing to spend on a scoop of ice cream? A) Not more than $2 B) Between $2-$5 C) More than $5 D) Depends on the occasion E) Others

13) Does recognition of brand name play a role when selecting ice cream? A) Yes B) No

14) What age group do you fall under? A) 16-19 B) 20-25 C) 26-30 D) 31-45 E) 46-54 16

F) 55+

15) Please state your gender. A) Male B) Female

16) What is your yearly household income? A) $4999 or below B) $5000-$24,999 C) $25,000-$44,999 D) $45,000-$69,999 E) $70,000-$99,999 F) $180,000 or above

17) What is your household status? A) Living alone B) Living with spouse C) Living with parents D) Living with roommate(s) E) Living with family (kids)

18) Following on from the previous question, how many members are there in your household? A) One B) Two C) Three D) Four E) More than Four

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19) What is your education status? A) Less or equivalent to secondary school B) College or technical school C) Undergraduate D) Postgraduate

20) How would you describe your lifestyle? A) Health conscious B) Fairly active and healthy C) Average D) Not very active E) Couch Potato

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7. References Bush, A. J., & Hair Jr, J. F. (1985). An assessment of the mall intercept as a data collection method. Journal of Marketing Research, 158-167.

Daymon, C., & Holloway, I. (2002). Qualitative Research Methods in Public Relations and Marketing Communications: Routledge.

Drucker, P. F., & Wilson, G. (2001). The essential drucker (Vol. 81). Oxford: Butterworth Heinemann.

Levy, Sidney J. (2012). Marketing Management & Marketing Research, Journal of Marketing Management, 28(1), p8-13.

Malhotra, N.K. (2014). Basic Marketing Research: Pearson New International Edition (4 th Ed.). Pearson Educa...