Business Objective. Research Objectives. Research design. Reporting

Business Objective

The general aim of the research is to create a new and effective strategy that will reinforce customers’ loyalty to the ‘Pyaterochka’ brand and will attract new ones, favouring the strength of the company’s competitive positions.

Research Objectives

The research objectives can be divided into two main sections – the one connected with customers’ perception and another, consisting of the typical customer’s description:

1. To reveal customers’ perception of the ‘Pyaterochka’ brand

· The brand awareness

· The attitude to the brand and the key factors that form it

- Convenience of the chain location

- Convenience of the working time

- Products’ quality assessment

- Customers’ price evaluation

· The brand’s perceived advantages and drawbacks

2. To describe precisely the typical members of the target market, including the following criteria:

· age

· gender

· level of revenue

· frequency of purchase

Etc.

Research design

Single cross-sectional design. Reasons for choosing this design are following:

• Information needed is clearly defined;

• Sample is large and aims to be representative;

• Data analysis is quantitative;

• Research process is formal and structured.

Limitation for single cross-sectional design is inability to collect information about changes over time.

Geography of the research: Russia (Moscow and Saint Petersburg should be analyzed separately)

Sampling: 300 respondents from 95 Russian regions

Technique: highly structured questionnaire

Reporting

The research will be presented in the form of Power Point presentation. All necessary data will be included.

Intermediate results will be sent to brand manager and marketing manager of Pyaterochka every Friday.

Timetable:

Phase	Week	Action
Development and Preparation	1-3	During this period, the research questionnaire to be used will be developed, according to the methodology specified in this proposal. Based on this questionnaire, the research sample will be identified and verified for eligibility.
Research Implementation	4-6	In this phase, the questionnaire will be distributed to the participants identified in the previous phase. The preliminary data collected will be screened and additional questionnaires will be given out if required
Research Implementation	7-8	Data collected from the completed questionnaires will be checked and verified, before concluding the data collection phase.
Evaluation and Analysis	9-12	The compiled questionnaire data will be cleaned, edited and codified in order to prepare it for further analysis. Once the statistical analyses have been done on the data, the results will be evaluated and prepared for the final report and presentation

Costs:

The development and implemented of the questionnaire for each participant is estimated at 300-400 Euros, including administrative costs. Additional costs may be incurred during the course of data collection due to the need for repeated surveys.

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