Health Drink Report
BUSINESS RESEARCH METHODS PROJECT
ON
HEALTH FOOD DRINKS
TABLE OF CONTENTS
1. Problem Definition…………………………………………………………………....4
1.1. Background……………………………………………………………………4
1.2. Statement………………………………………………………………...........4
2. Literature Review………………………………………………………......................5
3. Approach to the problem……………………………………………………........ …11
4. Research design...........................................................................................................13
4.1. Preliminary investigation…………………………………………………….14
4.2. Collection of Quantitative Data……………………………………………...14
4.2.1. Measurement and Scaling Procedures
4.2.2. Questionnaire Design
4.2.3. Survey
4.3. Sampling Process………………………………………………….................15
4.3.1. Target population
4.3.2. Sample Size
4.3.3. Sampling technique
5. Fieldwork………………….…………………………………………………………15
6. Data Interpretation and analysis ……………………………………………………..16
6.1. Data Analysis Plan…………….……………………………………………16
6.2. Methodology………………………………………………………………..18
6.3. Analysis and Interpretation………….......………………………………… 19
7. Results ……………………………………………………………………………….28
8. Limitations and caveats ………………………….…………………………………..29
9. Exhibits………………………………………………………………………………31
10. References……………………………………………………………………………54
LIST OF EXHIBITS
Exhibit 1: T-test on the influencing factors ……………………………………………..31
Exhibit 2: T-test on the influencing factors in families with kids ……………………….31
Exhibit 3: T-test on importance of product attributes …………………………………...32
Exhibit 4: One way Anova of product attributes vs different income groups…………..33
Exhibit 5: One way Anova of product attributes vs different education groups………..34
Exhibit 6: One way Anova of product attributes vs different age groups………………35
Exhibit 7: One way Anova of product attributes vs different family size groups……….37
Exhibit 8: Factor Analysis of Product Attributes/Considerations……………………….38
Exhibit 9: Cluster Analysis on
ON
HEALTH FOOD DRINKS
TABLE OF CONTENTS
1. Problem Definition…………………………………………………………………....4
1.1. Background……………………………………………………………………4
1.2. Statement………………………………………………………………...........4
2. Literature Review………………………………………………………......................5
3. Approach to the problem……………………………………………………........ …11
4. Research design...........................................................................................................13
4.1. Preliminary investigation…………………………………………………….14
4.2. Collection of Quantitative Data……………………………………………...14
4.2.1. Measurement and Scaling Procedures
4.2.2. Questionnaire Design
4.2.3. Survey
4.3. Sampling Process………………………………………………….................15
4.3.1. Target population
4.3.2. Sample Size
4.3.3. Sampling technique
5. Fieldwork………………….…………………………………………………………15
6. Data Interpretation and analysis ……………………………………………………..16
6.1. Data Analysis Plan…………….……………………………………………16
6.2. Methodology………………………………………………………………..18
6.3. Analysis and Interpretation………….......………………………………… 19
7. Results ……………………………………………………………………………….28
8. Limitations and caveats ………………………….…………………………………..29
9. Exhibits………………………………………………………………………………31
10. References……………………………………………………………………………54
LIST OF EXHIBITS
Exhibit 1: T-test on the influencing factors ……………………………………………..31
Exhibit 2: T-test on the influencing factors in families with kids ……………………….31
Exhibit 3: T-test on importance of product attributes …………………………………...32
Exhibit 4: One way Anova of product attributes vs different income groups…………..33
Exhibit 5: One way Anova of product attributes vs different education groups………..34
Exhibit 6: One way Anova of product attributes vs different age groups………………35
Exhibit 7: One way Anova of product attributes vs different family size groups……….37
Exhibit 8: Factor Analysis of Product Attributes/Considerations……………………….38
Exhibit 9: Cluster Analysis on
References: Brand Loyalty Selling to brand loyal customers is far less costly than converting new customers (Reichheld 1996, Rosenberg and Czepiel 1983)