Essay About Different Demographics And Research Proposal

Farmacity Marketing Research Report
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Introduction
This research proposal has been prepared in response to the presentation given by FarmACity
Company regarding Urban Farming in Australia. It aims to gather relevant information to
provide the best research design according to the given objectives. The specific problems and
objectives will be outlined and addressed so our client can decide which Urban Farming
initiatives are suitable for the Australian target market.
Background
Due to the decline in suitable agricultural land, misuse of water and climate changes, food
prices have been rising all over the world. Currently, parts of the world already live in poverty
and experience food shortages. With the natural rise in our global population during the
century, there is a fear that our current food supply may be insufficient. Hence, to prevent this
potential situation, many initiatives for Urban Farming have been started. To unite these
efforts and create a larger international impact, a network needs to be created. Our client aims
to influence Australian cities to do the same. In this report, we first focus our efforts on Perth
City.
Management decision problem
The client has provided information on the challenges faced in supporting and spreading
existing initiatives on Urban Farming. These problems include the following issues that the
client requires information on to assist them in achieving their desired outcomes.
* How many people are aware of Urban Farming?
* Who will be interested in Urban Farming?
* Which medium of communication will be most effective in reaching them?
* Feasibility of Urban Farming in Perth?
To help answer these issues, the overall purpose of study will be to find out and explore how
to increase awareness and attract interest in Urban Farming.
Market research problem
Based on the management decision problem, the scope of our market research problem is: To
gather information on the current level of awareness on Urban Farming in Perth and explore
ways to increase this by finding out reasons for current level of activity. The following are our
research objectives:
Determining the current level of awareness of Urban Farming in Perth
After determining the current level of awareness, we can design the rest of our research
efforts appropriately. Thus, we will know how much focus should be put on raising awareness
and identify ways to reach these groups of people. This group will later be segmented into age
and gender variables.
To identify people who are unaware of Urban Farming and how to reach this group
The objective is to determine which form of media is most suitable for reaching those who are
unaware of Urban Farming. Different demographics would mean different methods of
communication.
To identify people who are aware of Urban Farming but are not involved in it
This objective is applicable to everyone who can potentially engage in Urban Farming.
Overcoming these lack of motivations will help increase active interest in Urban Farming
amongst those who know or do not know of it.
To determine what interests current/potential Urban Farmers
This last objective will indicate which Urban Farming initiatives will attract people who are
already practicing Urban Farming or interested to. By understanding the needs and wants of
current Urban Farmers, our client can select and promote initiatives that will be relevant to
these people.
Research design
Our research design is developed to help accomplish our research goals. There are many
different types of research designs and careful consideration must be given in choosing the
most appropriate design. In practice, researchers can use a mix of research designs that would
most accurately attain his desired results. Based on our goals, we have chosen surveys and
focus group interviews to conduct our research.
Surveys
This research method is a conclusive research design. In particular, it is a descriptive research
method as it will help us find out characteristics of our target group. The advantages of this
method are that it is factual, cost and time effective. As it is descriptive in nature, we can
determine statistics like, percentage of target group who practice Urban Farming. Also, given
that our client is a small-scale company, this method would be cost effective for them yet still
be able to achieve the desired sample size so statistical techniques can be applied later. Lastly,
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