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Questions: Question 1. Lewis Road Creamery (LRC) is planning to enter the Australian market, however managers are unsure if the marketing strategy used in New Zealand will work well in Australia. More specifically they dont know if Australian consumers will find their products attractive enough to pay the high price premium LRC is charging, given the well-developed and highly competitive Australian market for dairy products. Formulate the Management Decision Problem (MDP) facing the company Question 2. What is the Marketing Research Problem (MRP) associated with the Management Decision Problem, formulated by you in Q.1? Question 3. Using the Marketing Research Problem, developed in Q. 2, design 3 (three) x Research Objectives for this Marketing Research study Question 4. Develop a Research Design (RD), suitable to address the Research Objectives formulated by you in Q. 3. Decide what type of basic research method should be used (choose between exploratory and descriptive; a combination of these two may also be possible). Justify your choice. Specify what data will be needed (e.g. secondary or primary, or a mix of these two), how the data will be sourced/collected, what data collection instrument needs to be designed and used, if primary data is to be used, what respondents should be targeted, how long it will take to source/collect the data, how the data will be analysed. Make sure you provide sound arguments for the proposed Research Design (RD), in line with Marketing Research theory studied in class. A critical evaluation of the proposed elements of the RD listed in Question 4.b) above should be provided. Some explanation should be offered as to why the alternative research design options were rejected in favour of those proposed by you (for example, if a focus group is proposed, why is a focus group a better research tool for this study than say, a personal interview?; or if a survey is proposed, why is a survey better than observation?) Basically, you need to justify your choice of RD and to convince the managers that it best addresses the Marketing Research Questions.
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