MARKETING RESEARCH PROPOSAL PAPER

8/12/2019 MARKETING RESEARCH PROPOSAL PAPER

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An Analysis ofCarib Brewery LimitedInteraction with its Customers

Research Proposal

June 2012

Marketing Research & Information

ord Count! "#$%% e'cluding appendices(


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Marketing Information and ResearchCIM No.: 13319294

!C"#R#$I%N

I confirm that in forwarding this assessment for marking, I understand and have applied the CIM policies relating to

word count, plagiarism and collusion for all tasks. This assessment is the result of my own independent work except

where otherwise stated. Other sources are acknowledged in the body of the text, a bibliography has been appended

and arvard referring has been used. I have not shared my work with other candidates. I further confirm that I have

submitted an electronic copy of this assessment to CIM in accordance with the regulations.


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$#&"! %' C%N$!N$(

TASK ONE-Research Proposal

Background & Rationale.... 1ResearchObjectives.... 2

Approach & Method. 3Reporting &resentation. !"i#ing

... !$ees.. %

TASK TWO- Focus Group Support Material

uestionnaire...1'

$ield Operational (uidelines..1)

TASK THREE- Discussion Paper

Observation "echni*ues + M,ster, -hopping...1

Appendi/ 1 0 o#pan,Background.22

Appendi/ 2 0 urriculu#itae....23

Appendi/ 3 0 Reerence4ist...2)

Appendi/ ) +Bibliograph,2


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C)*R%+N , R#$I%N#"!

arib Bre5er, 4i#ited 6B478 ounded in 1%)98 kno5n then as the aribbean :evelop#ento#pan, 6:78 is a leading provider o alcoholic & non0alcoholic beverages in "rinidad

&"obago. ;t is a private li#ited co#pan,8 5ith over 2'' e#plo,ees< and #arkets over 1=brands. "he co#pan, operates in a business to business #arket environ#ent 5ith distinctcusto#er categories as ollo5s>

1. On pre#ise> 5ere the product is consu#ed on the pre#ise o the business. $ore/a#ple8 bars8 restaurants or dance clubs

2. O pre#ise> 5here products are purchased but not consu#ed at the business. $ore/a#ple8 super#arkets8

3. ?holesalers> purchased in bulk or resale). -ub distributors> distributes the products on behal on the bre5er,

onse*uentl,8 B4 or #an, ,ears operated in a #onopolistic beer #arket8 being the sole

#anuacturer and distributor o beer throughout "rinidad & "obago. @o5ever8 5ithin recentti#es8 brands such as @eineken ;nternational have entered the #arket creating directco#petition 5hile capturing a sieable portion o the B4s #arket share. ;n light o this8 B45ould like to revisit the eectiveness o its current co##unication strategies to ensure that itslevel o custo#er service is Cup to par 5ith international standards8 since the, are no5co#peting 5ith an international co#pan, 5ith international principles and policies.

$urther#ore8 B4 5ishes to address one area in particular and that is8 its interaction 5ithcusto#ers 5hether it is via telephone8 online or ace to ace. Over the past e5 ,ears its stahas e#plo,ed the sa#e co##unication techni*ues to interact 5ith its custo#ers8 5ith no realkno5ledge o 5hether or not these t,pes o contacts are eicient and eective.

;n order to address this issue8 B4 has asked 4eg5ork Research o#pan, 4i#ited to producea research proposal that identiies an, short alls in its current co##unication #ethods8 5ith theai# to i#prove custo#er interaction. rior to the i#prove#ent or develop#ent o an, ne5co##unication strategies8 4eg5ork 5ould like to gain a better understanding o B4scusto#ers8 including but not li#ited to their perceptions to5ards previous contact #ethods. "his5ill indicate i #ethods used 5ere satisactor, or lacking and 5ill give assistance in selectingappropriate contact #ethods tailored to each o arib Bre5er,s custo#er t,pes.

R!(!#RC- %&J!C$I!(

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"he general purpose o this research proposal is to i#prove the contact #ethods and theoverall interaction 5ith arib Bre5er, and its custo#ers. "he #ain research objectives that4eg5ork 5ishes to address are as ollo5s>

1 To i!enti"# $hat t#pe o" co%%unication &ari' (re$er# currentl# has $ith its

custo%er )roups *ie on pre%ise+ o"" pre%ise+ $holesalers an! su' !istri'utor,

This objective seeks to find out what methods of contact the brewery currently uses tocommunicate with each customer type, and why these methods were chosen.

To e.a%ine custo%ers/ perceptions to$ar!s &ari' (re$er#/s co%%unication%etho!s

This objective seeks to identify the views and opinions of Carib customers towardsprevious and current methods of contact; whether satisfactory, intrusive or lacking.(Customers: on premise, off premise, wholesalers and sub distributor.

0 To !eter%ine the t#pe o" interaction &ari' (re$er#/s custo%ers !esire

This objective seeks to settle the preference of contact preferred in order to meet theneeds of each type of Carib !rewery"s customers.

To e2aluate the %ost i%portant attri'utes o" e""ecti2e co%%unication %etho!s toensure its use in the co%%unication 'et$een &(3 an! its custo%ers

This objective seeks to assess the necessary characteristics involved when contactingcustomers in order to ensure the method used is productive and gives each customertotal satisfaction.

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"his outlines the #ethod and approaches that 4eg5ork 4td 5ill appl, or collecting data orarib Bre5er,s research needs. "he suggested approach is to conduct both secondar, andpri#ar, research as ollo5s>

SE&ONDAR4 RESEAR&H

-econdar, research can be deined as inor#ation that consists o sources o data and otherinor#ation collected b, others and archived in so#e or# 6-te5art and Da#ins 1%%37.

Objectives to be ans5ered using secondar, research are 1 and

5nternal Secon!ar# Research5ill be carried out irst and the sources to be used are>

B4s E/isting usto#er :atabase

B4s usto#er -atisaction results

B4s usto#er o#plaints records

B4s -ales olicies and rocedures

ast Research conducted b, B4

The Purpose "or con!uctin) 5nternal Secon!ar# Research6

"hrough the availabilit, and access o such secondar, data8 greater insight 5ill be obtained onB4s custo#er co##unication process. "his 5ill be the ground 5ork or the research andshould ease in the collection o pri#ar, research b, possibl, ans5ering so#e o the proble#areas.

The Proce!ure6

4eg5ork 4td 5ill begin research 5ith the anal,sis o internal records to assess the inor#ationalread, available through B4s custo#er databases. "his process 5ill or# the basis or thesa#ple that 5ill be used in the pri#ar, research process due to the provision o custo#ercontact details o potential research respondents.

Also8 E.ternal Secon!ar# Research5ill be conducted using the ollo5ing sources>

?ebsites oering sound research results on eective custo#er co##unication

ublished articles on custo#er service and co##unication

The Proce!ure6

"his 5ill be gathered through the search o an, 5ebsites providing inor#ation and anal,sis ocusto#er service8 co##unication and satisaction. 4eg5ork 4td 5ill also inspect an, publisheddata 5ithin the last 3 ,ears that #a, be relevant to this research< this #eans contactingpublishers o such #aterial.

PR5MAR4 RESEAR&H

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Fri#ar, sources produce inor#ation tailored to ,our research needs0 direct8 hands on accessto ,our topicG 6an R,s et al8 2'118 p3)7. "here are t5o #ethods o pri#ar, research that4eg5ork proposes to use8 5hich are *ualitative and *uantitative.

The purposeo this research is to provide B4 5ith current and up to date anal,sis on its

custo#er co##unication process along 5ith the vie5s e/pressed b, the co#pan,s variouscusto#er t,pes.

7ualitati2e Research

ualitative research is a process o careul8 rigorous in*uir, o a particular subject8 topic orparticular area o interest 6Mc 4eod8 2''27. "his is research that cannot be *uantiied and hasto do 5ith peoples eelings8 e#otions or perceptions. "his t,pe o research 5ill be used toprobe into the #inds o arib Bre5er,s custo#ers 6participants o the research7.

7ualitati2e %etho!6

4eg5ork 4td is suggesting the use o both ocus groups and in0depth intervie5s.

Focus Group

A $ocus (roup generall, consist o ! to 12 participants led b, a #oderator in an in0depthdiscussion on one particular topic or concept 6Mc :aniel8 and (ates8 R.8 1%%!8 p1'17.Accordingl,8 O'8ecti2e 15ill be ans5ered using this #ethod.

4eg5ork 4td 5ill intervie5 B4s sta 5hich consists o brand #anagers8 sale representatives8deliver, drivers and loaders in order to obtain inor#ation on the co#pan,s dierent custo#ers

and the interaction that these ront line sta #a, have 5ith the#.

9usti"ication "or usin) this %etho!6

Allo5s or #ore coverage< this #eans that onl, one ocus group needs to be conductedto gain insight on B4s custo#ers b, asking a li#ited a#ount o ront line sta toparticipate in this research.

4ess ti#e consu#ing< can be covered in one session

Proce!ure "or Focus )roup !iscussion6

eror#ed b, a highl, trained #oderator

Ad#inistered ace to ace at B4 + one ocus group

$ocus group discussion 5ill be voice recorded 5ith acco#pan,ing #oderator notes.

&hoosin) the Sa%ple "or the Focus Group6

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#opulation of interest: arib bre5er,s ront line sta

$ample frame: Brand Managers8 -ales Representatives8 :rivers8 4oaders.

$ample %ethod: &udgement sampling: A non0probabilit, sa#pling techni*ue. "his#ethod is chosen due to the sa#ple being readil, available ro# B4s sta. "he

sa#ple 5ill consist o 5illing participants< based on the proessional opinion o 4eg5ork4td and respondents 5ill be chosen ro# each job categor, o the sa#ple ra#e.

$ample $i'e: 3 ront line sta #e#bers per job t,pe e*ualling a total o 12 respondents6Brand #anagers8 sales representatives8 drivers8 and loaders7.

ata analysis: the data 5ill go through 3 stages8 editing8 5hich #eans discardinginconsistent responses< tabulating8 5hich #eans totalling various responses< andinterpreting8 5hich #eans sa,ing 5hat these igures #ean. Annotations 5ill be used orthe anal,sis o this data 5ith the aid o graphs i responses are si#ilar.

5n-!epth 5nter2ie$

An in depth intervie5 is used to gather rich insight ro# respondents8 5hich is essential tounderstanding ,our custo#ers behaviours 6@,#an8 M. h: and -ierra8 H. h:8 2'1'7.O'8ecti2es and05ill be ans5ered using this #ethod.

9usti"ication o" usin) in !epth inter2ie$s6

eeper )nsight0 Allo5s ,ou to probe deeper 5ith a participant8 in a relativel, short ti#era#e. ;t should take 4eg5orks intervie5er around 1' + 1= #inutes per respondent.

*reater +leibility0 ;n depth intervie5s allo5s or the intervie5er to co#e to the

intervie5ee8 especiall, as B4s custo#ers are B2B custo#ers. -asier and +aster ecruiting+ 4eg5ork 4td opts or this #ethod as it has access to

B4s custo#er database and ac*uiring participants is #uch easier.

!etter apport0:ue to this being at participants business environ#ent the, can be#uch #ore co#ortable and open to discussion. "his t,picall, leads to richer anddeeper data being collected.

+aster and Cheaper 0 "here is no need or a location to peror# these intervie5s8 as4eg5ork 4td 5ill send the intervie5er to each participants place o business

Proce!ure "or in !epth inter2ie$s6 eror#ed b, a highl, trained intervie5er 65ith a background in ps,cholog,7

Ad#inistered ace to ace at the participants place o business

;ntervie5s 5ill be voice recorded 5ith acco#pan,ing intervie5ers notes 6based on an,insights such a respondents bod, language7

:ates or these intervie5s 5ill have to be researched 6ater the vie5ing o B4s internalcusto#er records7 based on the nu#ber o participants and their availabilit,.

&hoosin) the sa%ple6

#opulation of interest: ?holesalers and B4s one sub distributor. "hese groupsconsist o B4s long standing custo#ers8 5hich bring in #ost o arib Bre5er,s proits

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6the !'I2' rule7 due to their purchases being in large *uantities or the interest o resale.4eg5ork 4td has decided that it 5ould be ar easier to conduct in depth intervie5s 5iththese custo#ers as the, all into the t5o categories that are signiicantl, s#aller thancusto#ers that all into the other 2 categories i.e. 6on pre#ise and o pre#ise7.

$ample frame: arib Bre5er,s custo#er database

$ample %ethod: &udgement sampling: / non0probabilit, sa#pling techni*ue. "his#ethod is chosen due to the sa#ple being readil, available ro# B4s custo#erdatabase. "he sa#ple 5ill consist o 5illing participants< based on the proessionalopinion o 4eg5ork 4td and respondents 5ill onl, be chosen ro# the 5holesaler andB4 one distributor categor,.

$ample $i'e6 $ive custo#ers ro# the 5holesaler categor, and B4s one subdistributor in "rinidad8 totalling respondents

ata analysis: :ata 5ill go through 3 stages8 editing8 5hich #eans discardinginconsistent responses< tabulating8 5hich #eans totalling various responses< andinterpreting8 5hich #eans sa,ing 5hat these igures #ean. Annotations 5ill be used or

the anal,sis o this data 5ith the aid o graphs i responses are si#ilar.

7uantitati2e Research

uantitative research is the use o static or standardied *uestions. All respondents are askedthe sa#e *uestions. $ollo5 up *uestions 6and skips7 can be designed into a *uestionnaire butintervie5ers are not allo5ed to stra, ro# the *uestionnaire 6?i##er and :o#inick8 2'1'7."his is research that can be *uantiied8 i.e. e/pressed in nu#bers8 5hereb, the data is #orestructured than *ualitative research.

7uantitati2e %etho!6

A surve, 5ill be conducted using *uestionnaires 65hich is8 according to @ousden 62'1'78 astructured data collection #ethod involving a range o *uestion or#ats and co#pleted orall, orin print. ;t can be sel0co#pleted b, respondents or ad#inistered b, intervie5ers7. Objectives +0 and5ill be ans5ered using this #ethod.

Purpose "or usin) this %etho!

"his t,pe o research allo5s or relevant data to be collected b, asking *uestionsspeciic to B4s objectives 5hich can be anal,ed statisticall,.

9usti"ication "or usin) the :uestionnaire techni:ue6

Relativel, ine/pensive co#pared to other surve, #ethods

uestions can be tailored to #eet arib Bre5er,s speciic objectives

an be conducted airl, *uickl,

Abilit, to surve, a relativel, vast nu#ber o persons

Proce!ure "or carr#in) out this t#pe o" research6

A trained ield oicer 5ill ad#inister the *uestionnaires "ace to "ace. "his #ethod has beenchosen to ensure *uestionnaires are ull, co#pleted and easil, collected. 4eg5ork is


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suggesting an incentive or each custo#er 6business7 that participates. "his incentive can beree #erchandise to be given a5a, to their custo#ers since B4s pro#otional ite#s areal5a,s in de#and b, consu#ers.

"he ollo5ing checklist 5ill be in eect or ad#inistering the *uestionnaires>

E/planation and nature o surve, b, 4eg5orks intervie5er

are 5ill be taken in se*uencing o each *uestion so as not to orce responses to later*uestions ro# the response o earlier ones.

Both closed and open *uestions 5ill be asked to get *uantitative and *ualitativeresponses.

Recording Responses + Responses 5ill be audio recorded and co#ple#ented 5ith ieldnotes b, the intervie5er. Jotes on observation such as bod, language 5ill also beincluded

&hoosin) the sa%ple6

#opulation of interest: On pre#ise and o pre#ise custo#ers. "hese t5o groups arechosen or this #ethod si#pl, because the, are larger in *uantit,< due to this act8 it5ould be #uch #ore cost eective8 si#pler and aster to surve, these t,pes ocusto#ers using the *uestionnaire techni*ue.

$ample frame: arib Bre5er,s custo#er database

$ample %ethod: &udgement sampling: A non0probabilit, sa#pling techni*ue. "his#ethod is chosen due to the sa#ple being readil, available ro# B4s custo#erdatabase. "he sa#ple 5ill consist o 5illing participants< based on the proessionalopinion o 4eg5ork 4td and respondents 5ill onl, be chosen ro# the on pre#ise and o

pre#ise categories.

$ample $i'e: A total o )' custo#ers8 62' on pre#ise custo#ers and 2' o pre#isecusto#ers7

ata analysis: :ata 5ill go through 3 stages8 editing8 5hich #eans discardinginconsistent responses< tabulating8 5hich #eans totalling various responses< andinterpreting8 5hich #eans sa,ing 5hat these igures #ean. ross tabulation anddescriptive statistical anal,sis 5ill be used to anal,e this data.

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R!/%R$IN* #N /R!(!N$#$I%N

All data collected through secondar, and pri#ar, research b, 4eg5ork 4td 5ill be presented to

arib Bre5er, as ollo5s> )nterim eports:"his 5ill be done via e#ails or the purpose o updating ke, #e#bers

o arib Bre5er,s #anage#ent on research progress. "hese reports 5ill be sub#ittedater co#pletion o each phase o the research 6i.e. secondar,8 pri#ar, *ualitative8pri#ar, *uantitative7. Ater such8 an outline o a o5eroint presentation 5ill be createdor approval< once approved a or#al presentation o all indings.

0ral #resentation:A one0 hour or#al presentation 5ill be delivered based on co#pleteresearch indings and 5ill be presented at arib Bre5er,. "his presentation 5ill beacco#panied b, o5eroint slides and ti#e 5ill be allotted or *uestions. "hree hardcopies o the report 5ill be sub#itted and a sot cop, 5ill be sent via e#ail to all senior#anage#ent.

$IMIN*

"he anticipated ti#e to conduct this #arket research is appro/i#atel, 1' 5eeks. -ee belo5 orbreakdo5n.

Activit, "i#ing 6Ju#ber o 5eeks7

1 2 3 ) = 9 ! % 1'

ontact Meeting K

Adjust#ent to Research roposal ollo5ing contact#eeting

K

Secon!ar# Research

:esk ResearchK K

K

:ata entr, and anal,sis o :esk Research K K

E#ail Report o :esk Research KPri%ar# Research

$ocus group 5ith B4Ls custo#er contact sta K K

:ata entr, and anal,sis o ocus group K K

E#ail Report o ocus group

K

:evelop ;n depth ;ntervie5 guide Konduct ;n depth intervie5 K

:ata entr, and anal,sis o ;n0depth intervie5 KE#ail Report o ;n0depth intervie5 K

:esign uestionnaire K

"est uestionnaire KAd#inister uestionnaire K K K

:ata entr, and anal,sis o *uestionnaire K

K

E#ail Report on uestionnaire K

o#pile $inal Report K

!


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resentation at arib Bre5er, K

E#ail $inal Report on all Research $indings K

&+*!$'!!(

$ees *uoted belo5 are vat e/clusive. "he ees are subject to the assu#ptions contained in the

proposal and 4eg5ork 4td reserves the right to adjust these ees should an, assu#ptions proveto be incorrect. "he invoices or the research 5ill be presented 5ith the inal report8 in 5hich ,ouhave 3' da,s to pa,.

Acti2it# Description &osts

:esk Research 1= hours senior e/ecutive 6 1'8'''7""

2=8'''.''3' hours junior e/ecutive 6%8'''78''' allotted to purchase accessan, relevant reports

ualitative Research $ace to $ace intervie5s 5ith 12 o""1!8 =''.''

B4Ls ront line sta. 61' #in per intervie57 ;n 0 depth intervie5s 6 1= #in per intervie57Appro/i#ate total o 3 N hours 6 18''' per hour76All intervie5s are crated8 conducted and anal,ed b,a highl,trained intervie5er7 $lat ee 1=8'''

uantitative Research )' $ace to $ace *uestionnaires ""2)8''.''

6*uestionnaires are crated8 conducted and anal,ed

b, 2highl, trained intervie5ers appro/. 2) hours7 18'''per hourrinting ost or *uestionnaires 6 ''76no incentive cost8 as incentive is B4 o5ned< i.e.#erchandiseand or %2 cases P2 cases eachQo B4Ls beverageoerings7

Entr, o data :ata entr, o all research indings ""!8'''.''

63 hours desk research7

6= hours *ualitative research76 = hours *uantitative research7$lat ee !8'''

resentation osts rinting costs or 3 hard copies on inal report. i.e.""

1='.''all research indings

o##ission $ee""

1=8'''.''

Total TT;

>>

G(P E:ui2alent? @


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1'


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Marketing ;nor#ation & Research;M Jo.> 1331%2%)

+!($%NN#IR!

"he purpose o this *uestionnaire is to e/plore the attitudes and perceptions to5ards arib

Bre5er,s current #ethods o co##unication 5ith its custo#ers8 in an eort to #ake an,

necessar, i#prove#ents in the 5a, our co#pan, interacts 5ith our custo#ers.

Section A: About You!

Q1. What company do you work for?

Q2. Are you the owner of the company? )f yes, skip 12.

Yes

o

Q. What is your "ob position?

Q#. Which business type does your company fa$$ under?

%n premise 6product is consu#ed on site7

%ff premise 6product is consu#ed o site7

Section &: Your 'iews About (ommunication

#lease tick boes that most closely match personal opinions.

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Q). *ow important is proper communication to you?

+,treme$y -mportant

'ery -mportant

Somewhat -mportant

ot -mportant ; ,ou have ticked this response8 skip 9

Q/. What do you think are important characteristics of effecti0e communication? #leasechoose (or tick a maimum of 2.

Approach

($arity

edium

imin3

Accuracy

Quick 4esponse

Q5. *ow wou$d you describe the use of these two contact methods?

6hone (a$$s:

'ery 7ood

Satisfactory

either Satisfactory nor 8issatisfactory

Annoyin3

9ace to 9ace 'isits:

'ery 7ood

Satisfactory

either Satisfactory nor 8issatisfactory

Annoyin3

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Section (: About your interaction with (arib &rewery

Q;. *ow wou$d you rate your current re$ationship with (arib &rewery?

'ery 7ood 7ood Acceptab$e

6oor 'ery 6oor

Q1?

'ery 6oor Acceptab$e 7ood 'ery 6oor 7ood

Q11. *ow wou$d you rate (arib &rewery=s de$i0ery ser0ice?

3here 4 is very poor and 5 is very good.

ime$y 8e$i0ery

Attitude of de$i0ery staff

(orrect stock de$i0ered

Q12. *ow are you current$y contacted by (arib &rewery?

6hone (a$$s

9ace to 9ace 'isits

&oth

13

1 2 # >

1 2 # >

1 2 # >

1 2 # >


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Q1. Are you satisfied by the way you are contacted by (arib &rewery? )f yes, please

skip 146

Yes

o

Q1#. -f o how wou$d you $ike to be contacted by (arib &rewery?

hank you for your time!

?ord ount P32Q

%/!R#$I%N#" *+I!"IN!(

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Reco%%en!ation 9usti"ication

;t is the reco##endation o 4eg5ork that *uestionnaires be ad#inistered aced to ace 5itht5o highl, trained ield oicers. "his is to ensure that data is collected and that

*uestionnaires are properl, co#pleted. "he use o t5o ield oicers 5ill be to ensure that theco#pleted *uestionnaires are received in a ti#el, #anner so that the, can be anal,sed. "heguidelines outlined belo5 5ill assist in the assurance that the correct respondents arechosen8 data accurac, is increased8 response rates are #a/i#ied and the conduction othe surve, is in accordance 5ith the proessional codes o conduct.

Selectin) the &orrect Respon!ents

4eg5ork 5ill need access to arib Bre5er,s custo#er database to obtain the co#pan,se/isting custo#ers b, custo#er t,pe. sing a non0probable judge#ent sa#pling techni*ue8

the respondents #atching the ollo5ing criteria 5ill be selected>

usto#ers that all into the on pre#ise and o pre#ise categories onl,.

usto#ers o these groups that have opted to be part o the surve, ater beingcontacted b, 4eg5ork on the purpose o this research.

"5ent, on pre#ise and t5ent, o pre#ise custo#ers.

The Ma.i%iBation o" Response Rates

"he response rates are esti#ated to be %'ST suggesting that al#ost all *uestionnaires 5illbe co#pleted as it 5ill be ad#inistered ace to ace and the purpose o this researchco##unicated to potential participants.

Other #ethods to ensure responses are #a/i#ied>

An incentive o B4s pro#otional #aterial 5hich can be used b, both custo#ergroups or their o5n pro#otions. As stated in the research proposal8 #an, o B4sconsu#ers are highl, ound o their #erchandise and as such it is al5a,s in de#and.

uestionnaire 5ill be ad#inistered at custo#ers place o business so there are nohassles or participants to #eet intervie5ers an,5here. ;ntervie5ers 5ill go to

participants.

articipants 5ill be allo5ed the option o selecting ro# a list o dates and ti#es #oreconvenient to the# or the conduction o the *uestionnaire.

The Ma.i%iBation o" Data Accurac#

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Ensuring correct data is collected is o high i#portance to the success o this research so inorder to #a/i#ie this8 the ollo5ing 5ill be peror#ed>

4eg5ork 5ill carr, out a pilot testing o the *uestionnaire and check or an, conusingor #isleading *uestions. "his test *uestionnaire 5ill be sent at rando# to 2'#e#bers o the public that are business to business proessionals to gauge thesuccess o the *uestionnaire design. "his 5ill also present the opportunit, or thetesting o 4eg5orks data input accurac,.

"he conduction o the *uestionnaire peror#ed ace to ace b, highl, trainedintervie5ers 5ill ensure all *uestions set are correctl, understood and ans5ered b,all participants.

"he input o data co#pleted ro# co#pleted *uestionnaires 5ill be peror#ed b, ane/perienced data entr, clerk 5ith enough ti#e allotted to #ini#ie hu#an error dueto tediousness. "he entered entries 5ill then be crossed checked 5ith actualco#pleted *uestionnaire to #ake certain all 5ere entered or anal,sis.

A!herence to the Pro"essional &o!es o" &on!uct

4eg5ork 4td is a #e#ber o the Market Research -ociet, and has to abide to the MR-ode o onduct to guarantee all ele#ents o the surve, are peror#ed in an ethical andproessional #anner. "he researchers that 5ill be 5orking on B4s research are a#iliar5ith the MR- codes o conduct and 5ill appl, it to ever, area o their re*uired tasks

The #rinciples of the %$ Code of Conduct

oint 1 +> Researchers shall ensure that their participation in their activities isbased on voluntar, inor#ed consent.

oint % 0 > Researchers shall ensure that their proessional activities areconducted b, persons 5ith appropriate training8 *ualiications and e/perience.

The %$ Code of Conduct

A3 0> Me#bers #ust act honestl, in dealings 5ith respondents8 clients 6actual orpotential7 e#plo,ers8 e#plo,ees8 sub0contractors and the general public.

P?OR: OJ"> !9Q

1


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19

-iscussion

Paper.bser/ation 0echni1ues

9une >1

Wor! &ount6 1+0==

#udience:

0his discussion paper is meant for theChairman of Carib Brewery# 2'ecuti/eManagement 0eam and the 3ales &

Marketing Manager4

/urose:

0o discuss the potential role of implementing

a mystery shopping programme for CaribBrewery5 in order to monitor the future1uality of contacts between the company6ssales representati/es and its customers4


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!ecutie (ummar5

"his discussion guide 5as co##issioned to e/a#ine the relevance o i#ple#enting a

#,ster, shopping observation techni*ue 5ithin arib Bre5er, in order to #onitor the uture

*ualit, o contacts bet5een B4 and its custo#ers.

M#ster# Shoppin)0 trained individuals acting as prospective custo#ers in order to

observe8 e/perience and #easure the custo#er service process.

Esta'lishin) an! %aintainin) a %#ster# shoppin) pro)ra%%e0 this is a series

o steps 5hich involves>

selection and evaluation o the provider 0 this is the intervie5 stage o

#,ster, shopping co#panies in order to select the best one to suit B4

needs 1331%2%)

$tep 6: /ppraising the %ystery $hopping #rogramme

heckpoints given to #,ster, shoppers b, arib Bre5er, 5ould have acted as a guide as to5hat t,pe o inor#ation 5as re*uired. "he #,ster, shopper 5ill then #easure the level ocusto#er service based on speciic details o the custo#er e/perience and sub#it thisinor#ation in the or# o a report. ;t is advised that B4 selects a #,ster, shoppingco#pan, that provides reco##endations based on the report sub#itted8 so that the beneitso this research #ethod is eectivel, harnessed. "he reco##endations 5ould besuggestions that the #,ster, shopping co#pan, believes arib Bre5er, should i#ple#entbased on the report indings. $or e/a#ple8 i the indings concluded that the co##unicationservice provided b, B4s sales sta is ver, poor8 then the, #a, reco##end developing aset o custo#er service standards.

#dantages of !sta8ishing a M5ster5 (hoing /rogramme

i. "he abilit, to vie5 arib Bre5er,s contact *ualit, service through the e,es o the

custo#er.

ii. An accurate audit o B4s sales tea# depart#ent.

iii. An e/tensive anal,sis o B4s sales tea# depart#ent8 5hich 5ould provide detailson 5hat 5orks in the custo#er contact service process and 5hat does not.

iv. "he eedback ro# #,ster, shoppers can help to ine tune B4s custo#er contactservice #uch #ore eicientl, than other assess#ents #ight.

v. ;t can be used to appraise the contact service o B4s sales sta.

isadantages of !sta8ishing a M5ster5 (hoing /rogramme

i. E#plo,ees #a, vie5 it as threatening 0 a #ethod used b, #anage#ent to check onperor#ances or the purpose to instigate so#e or# o disciplinar, action ratherthan a need or sta develop#ent or training.

ii. "he reliance o the #,ster, shopper #e#or, and personal de#eanour could aectthe accurac, o the surve,.

iii. As 5ith all sa#pling #ethods it oers onl, a snapshot o the service oered 5hich#a, or #a, not be representative o the B4 sta orce.

iv. Even i the #,ster, progra##e is i#ple#ented and results are given 5ithreco##endations on 5a,s to i#prove B4 custo#er contact service8 or the salessta8 the process novelt, #a, *uickl, 5ear o and so the beneits #a, be shortlived.

!auation of the aroriateness of a M5ster5 (hoing /rogramme

Based on the points discussed in this paper 4eg5ork 4td 5ould reco##end the use o a#,ster, shopping progra##e at arib Bre5er, as it can be beneicial or the appraisal othe current custo#er contact co##unication service currentl, provided. 4eg5ork alsoadvises that B4 inor#s sta that #,ster, custo#ers #a, be used periodicall, to checktheir service deliver, peror#ance. "his ensures that the appraisal #ethod is used ethicall,.;n addition8 sta should be inor#ed on the objective and the intended use o the #,ster,shopping progra##e.

; used correctl,8 the beneits o the #,ster, shopping progra##e to arib Bre5er, can beas ollo5s>

21


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i. Eective eedback on sales sta contact co##unication skills.

ii. "he kno5ledge o ho5 to use the indings to i#prove custo#er co##unication

contact and overall deliver, service.iii. Abilit, to provide an all0enco#passing guide to sales sta on ho5 to co#petentl,

service and satis, each t,pe o custo#er.

iv. "he use o indings to re5ard and recognie co#petent sales sta that can bepro#oted to train junior sales representatives or trainees or the purpose oensuring a high standard o custo#er service deliver,.

(+MM#R

M,ster, -hopping is deined b, the MR- 61%%97 as Fthe use o individuals trained to

observe e/perience and #easure the custo#er service process8 b, acting as aprospective custo#er and undertaking a series o pre0deter#ined tasksG.

"he tasks involved in establishing and #aintaining a #,ster, shopping progra##e

includes> selection and evaluation o progra# provider8 designing the #,ster,shopping progra##e8 launching the #,ster, shopping progra##e and appraisingthe #,ster, shopping progra##e.

Advantages o establishing a #,ster, shopping progra##e< this included the abilit,

to vie5 arib Bre5er, custo#er contact approach through the custo#ersperspectives.

:isadvantages o establishing a #,ster, shopping progra##e< this included that the

sa#pling #ethod onl, oers a proile o the service oered 5hich #a, or #a, not berepresentative o B4 sales sta.

"he #,ster, shopping progra##e #a, be appropriate or arib Bre5er, as it can be

used as an appraisal o the current custo#er contact service.

Net (tes

;n order to proceed 5ith the i#ple#entation o this #,ster, shopping progra##e8 5e at

4eg5ork 4td 5ould like to set up a or#al #eeting 5ith all parties addressed in this

discussion paper8 so as to set a reasonable budget8 outline speciic checkpoints to act as a

guide or #,ster, shoppers and decide on the ti#eline in 5hich this observation techni*ue is

to be carried out.

22


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#//!NI; 1

C%M/#N C)*R%+N

H5STOR46

;n Hul, 1%)9 the aribbean :evelop#ent o#pan, 4i#ited 6:7 5as or#ed 5ith sevenpersons8 the bre5er, later changed its na#e in 1%=' to arib Bre5er, 4i#ited 6B47 aterthe launch o the a5ard 5inning arib lager beer. Jearl, = ,ears later8 the bre5er,e#plo,s over t5o hundred e#plo,ees and produces over 18'''8''' hectolitres o productannuall,.

THE (RAND6

arib Bre5er, is a 5ell0kno5n entit, in the "rinidad #arket8 #ainl, or being Fho#e gro5nGand previousl, being the sole bre5er and bottler o beer and stout in "rinidad. ;ts #ostkno5n or the launch o its o5n beer8 arib lager beer in 1%='< beore 5hich oreign beers5ere available to the population but 5ith the advent o arib8 the i#ported beers began todisappear ro# the #arket as arib beers popularit, increased.

PRODC&TS6

"otal o 1= brands8 so#e are develop#ents o B4s beverage line and so#e are ac*uiredthrough or#ed international partnerships.

BA""ERV (;JJE-- -@AJ:V AR;B

B4AD ?O4$ MADE-OJ -MA4"AAR;B BEER MA4"A AR;B -M;RJO$$ ;E

AR;B ;4-JER 4;(@" O4AR BEER -"A( BEER(;J-EJ( ROVA4 EK"RA -"O" 4"RA MA4"

&CSTOMER (ASE6

arib Bre5er, 4i#ited operates in a business to business #arket and has our custo#ercategories>

On pre#ise> product consu#ed on site 6e.g. bars7

O pre#ise> product not consu#ed on site 6e.g. super#arkets7

?holesalers> purchased in bulk or resale

-ub distributors> distributes on behal o the bre5er,

POS5T5ON 5N THE TR5N5DAD MARKET6

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arib Bre5er, is the W1 bre5er, in "rinidad8 ho5ever 5ith the entries o international beerbrands such as @eineken8 B4 has lost signiicant #arket share to these oreignco#petitors.

#//!NI; 2

C+RRIC+"+M I$#!

4eg5ork 4td 5as established in 1%%=8 and is operated in "rinidad. 4eg5orks director 5ho

has 5orked #an, ,ears in the #arket research ield 5ill lead this B4 project8 5here his

specialist techni*ues 5ill be applied throughout. rior to establishing 4eg5ork 4td he

5orked 5ith leading international research agencies and has studied in the D8 nited

-tates and $rance.

"he da, to da, responsibilities 5ill be headed b, the associate director. -he has joined the

co#pan, in 1%%9 ater 5orking 5ith three other leading research co#panies. -ince her

arrival she has successull, overseen #an, projects8 so#e o the# in this sector.

All o 4eg5ork 4td intervie5ers are trained and supervised< and all senior e/ecutives have at

least ,ears 5ork e/perience.

$or urther credentials8 please visit555.leg5orkltd.co#

2)
http://www.legworkltd.com/http://www.legworkltd.com/


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#//!NI; 3

R!'!R!NC! (-!!$

R!(%+RC!(: &%%)(

Allison+ P *>>>7 %arket -ssentials;M ourse book8 3rded. $inancial "i#es> rentice @all.

&ohen+ 3 et al *>>,esearch %ethods in -ducation, 9thed. O/on8 Rout ledge

Gillian+ ( *>>,0bservation Techniues: structured to unstructured.Michigan8 ontinuu#

;nternational

Hous!en+ M *>1>7 %arket )nformation and esearch;M ourse book8 2nded. O/ord>

Elsevier 4td.

H#%an+ M PhD an! Sierra+ 9 PhD *>1>7 %arketing esearch it for ummies.;ndiana8

?ile, ublishing ;nc.8 p.2='

Mc Daniel+ & an! Gates+ R *1,1ualitative esearch in Counselling and #sychotherapy. aliornia8

-age ublications ;nc.

M#i8s+ D *>>, oing 1uantitative esearch in -ducation with $#$$. 4ondon8 -age

ublications 4td

Pearson et al *>>,%anaging #eople, +inance and %arketing. olu#e 2nded.8 (reat

Britain> earson Education 4td.8 p.'! + 2).

Sil2er%an+ D *>>,1ualitative esearch: Theory, %ethod and #ractice, 7nded. 4ondon8

-age ublications 4td

Ste$art+ D an! Ka%ins+ M *11>,%ass %edia esearch: /n )ntroduction, %th ed. -A8?ads5orth + en gage 4earning

2=


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R!(%+RC!(: %N"IN!

(ro$n+ & *>1>,II555.inc.co#IguidesI2'1'I1'Iho50to0set0up0a0#,ster,0shopping0progra#.ht#l

XAccessed th Ma, 2'12Y

&a%pus Helsin)'or!. The )mpact of %ystery Customers on -mployees.

http>II555.ep.liu.seIecpI'2I'==Iecp'92'==.pdXAccessed on th Ma, 2'12Y

&houthi+ S *>>,Carib wary of global mergers. "rinidad (uardian PonlineQ8

http>IIlegac,.guardian.co.ttIarchivesI2''!0'!02!Ibusiness3.ht#lXAccessed !th April 2'12Y

http>II555.godre,.co#I@o50?e0"hinkIB2B0;nsights0BlogIResearchI;n0depth0intervie5ing0

art02.asp/XAccessed !th April 2'12Y

http>II555.#rs.org.ukXAccessed 2%th April 2'12Y

2
http://www.inc.com/guides/2010/10/how-to-set-up-a-mystery-shopping-program.htmlhttp://www.ep.liu.se/ecp/026/055/ecp0726055.pdfhttp://legacy.guardian.co.tt/archives/2008-08-28/business3.htmlhttp://www.godfrey.com/How-We-Think/B2B-Insights-Blog/Research/In-depth-interviewing-Part-2.aspxhttp://www.godfrey.com/How-We-Think/B2B-Insights-Blog/Research/In-depth-interviewing-Part-2.aspxhttp://www.godfrey.com/How-We-Think/B2B-Insights-Blog/Research/In-depth-interviewing-Part-2.aspxhttp://www.mrs.org.uk/http://www.inc.com/guides/2010/10/how-to-set-up-a-mystery-shopping-program.htmlhttp://www.ep.liu.se/ecp/026/055/ecp0726055.pdfhttp://legacy.guardian.co.tt/archives/2008-08-28/business3.htmlhttp://www.godfrey.com/How-We-Think/B2B-Insights-Blog/Research/In-depth-interviewing-Part-2.aspxhttp://www.godfrey.com/How-We-Think/B2B-Insights-Blog/Research/In-depth-interviewing-Part-2.aspxhttp://www.mrs.org.uk/


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R!(%+RC!(: %N"IN!

(ro$n+ & *>1>,II555.inc.co#IguidesI2'1'I1'Iho50to0set0up0a0#,ster,0shopping0progra#.ht#l

XAccessed th Ma, 2'12Y

&a%pus Helsin)'or!. The )mpact of %ystery Customers on -mployees.

http>II555.ep.liu.seIecpI'2I'==Iecp'92'==.pdXAccessed on th Ma, 2'12Y

&houthi+ S *>>,Carib wary of global mergers. "rinidad (uardian PonlineQ8

http>IIlegac,.guardian.co.ttIarchivesI2''!0'!02!Ibusiness3.ht#lXAccessed !th April 2'12Y

http>II555.godre,.co#I@o50?e0"hinkIB2B0;nsights0BlogIResearchI;n0depth0intervie5ing0

art02.asp/XAccessed !th April 2'12Y

http>II555.#rs.org.ukXAccessed 2%th April 2'12Y
http://www.inc.com/guides/2010/10/how-to-set-up-a-mystery-shopping-program.htmlhttp://www.ep.liu.se/ecp/026/055/ecp0726055.pdfhttp://legacy.guardian.co.tt/archives/2008-08-28/business3.htmlhttp://www.godfrey.com/How-We-Think/B2B-Insights-Blog/Research/In-depth-interviewing-Part-2.aspxhttp://www.godfrey.com/How-We-Think/B2B-Insights-Blog/Research/In-depth-interviewing-Part-2.aspxhttp://www.godfrey.com/How-We-Think/B2B-Insights-Blog/Research/In-depth-interviewing-Part-2.aspxhttp://www.mrs.org.uk/http://www.inc.com/guides/2010/10/how-to-set-up-a-mystery-shopping-program.htmlhttp://www.ep.liu.se/ecp/026/055/ecp0726055.pdfhttp://legacy.guardian.co.tt/archives/2008-08-28/business3.htmlhttp://www.godfrey.com/How-We-Think/B2B-Insights-Blog/Research/In-depth-interviewing-Part-2.aspxhttp://www.godfrey.com/How-We-Think/B2B-Insights-Blog/Research/In-depth-interviewing-Part-2.aspxhttp://www.mrs.org.uk/

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