Ice Cream

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Name: Lee Yaoxiang
UOG ID: 000696310
Course: BA (Hons) in Marketing
Subject Title: Customer Insight & Research
Subject Code: MARK1109
Lecturer: Mr. Pradeep Paraman
Intake: February 2011

Contents

Executive Summary | Page 3 | Research Objectives | Page 4 | Introduction | Page 4-5 | Methodology | Page 6 | Technique of Sampling | Page 6 | Method of Data Collection | Page 7-8 | Questionnaires | Page 9 | MRS Code of Conduct | Page 10 | Research Limitations | Page 11 | Primary Data Analysis | Page 12-14 | Fishbein Model | Page 15 | Conclusion | Page 16 | Recommendations | Page 17 | Appendix | Page 18-30 | References | Page 31-32 |

Executive Summary In this report, there are lots of researches has been done. In order to successfully finish this research analysis, the author had found 265 people to participate on this survey. Throughout this 265 people, 150 respondents confirmed as the true respondents with the highest accuracy of the information given. The author had used simple random sampling as the method of data collection. This is because this method is simple and it can involve large number of respondents. While for the survey, the author used face to face survey. The reason is because face to face survey is much easier to get the real answer and the time spent with the respondents will also be long enough to get the wanted information. Throughout this research, the author had followed the MRS code of conduct when they do the analysis. Besides that, limitations like time of information completion, uncertainties of numbers reached in a specific time and the uncooperative of the public. This analysis also shows that Haagen Dazs is an expensive ice cream with healthier, tastier and famous brand that more people will choose on it. While economy ice cream like Nestle and King’s has more availability, more flavors and cheaper to eat.

To: Mr. Pradeep Paraman
From: Lee Yaoxiang
Subject: Ice Cream Analysis



References: Business Dictionary, 2012. Open Ended Question. Viewed 5th November 2012. Available from < http://www.businessdictionary.com/definition/open-ended-question.html> Dohrenwend, B.S Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley. Him, 2012. Face-to face surveys. Viewed 5th November 2012. Available from < http://www.him.uk.com/How-we-do-it/Face-to-face-customer-surveys> Investopedia, 2012. Simple Random Sample. Viewed 5th November 2012. Available from < http://www.investopedia.com/terms/s/simple-random-sample.asp#axzz2DmPZ3kPc> Joan Joseph Castillo, 2009 MRS Evidence Matters, 2012. Code of Conduct. Viewed 5th November 2012. Available from < http://www.mrs.org.uk/standards/code_of_conduct/> Royal Geographical Society, no date R. Johnson Spring, 2012. Fishbein’s Attitude. Viewed 5th November 2012. Available < http://zimmer.csufresno.edu/~johnca/spch100/6-7-fishbein.htm> Sarah Mae Sincero, 2012. Personal Interview Survey. Viewed 5th November 2012. Available from < http://explorable.com/personal-interview-survey.html> Schiffman, L USC Marshall, 2010. Attitudes. Viewed 5th November 2012. Available from < http://www.consumerpsychologist.com/cb_Attitudes.html>

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