Prepare a marketing research plan to obtain information in given situation

Executive Summary
The Backyard Chef is restaurant caf. They are providing different types of food and recreation
place to satisfy their customer. However day by day their sale has increased, so TBC manager is
decide to expand their business by covering their service all Dhaka cities. In a normal way its a
biggest challenge for TBC. Backyard Chef Owner would like to improve their customer service
and like to expand their market all over Dhaka city. To entire a new market and improve their
customer service, TBC would like to go for market research. So TBC would develop exploratory
research design techniques and use primary and secondary data. After end of the data collection
TBC also go for data validity and reliability position to identify actual problem. TBC should also
concern about time and budget and develop a data collection time frame and cost budget. After
completing all activity TBC manager should be report base at all activity.
Background of the research:
The Backyard Chef is restaurant caf and they are providing different types of food to their
customer. Now they are providing their service some important sector in Dhaka city. But now
they are like to increase their service all over in Dhaka city. Due to increase service TBC need to
different types of as like as- what types of people has been living every potential area, these
types of information TBC should get from secondary data. So TBC should be concern about true
secondary data collection due to avoid any problem. When TBC would go for a new market area
then they should face competitors problem for example- lots of existing food caf has in new
place, so base on competitors service and customer demand they should be design their service.
If TBC should give same or more quality full service to their customer then TBC can face perfect
competition.
Problem definition:
Base on customer demand any company can target potential customer to expand their business.
Now TBC can select Gulsan to expand their business. Because most of the higher level people
are living in Gulsan area, English medium student school and most of the company main office
location in Gulsan. On the other hand Gulsan areas people are not only use to about western food
but also has enough knowledge about western food. So TBC could full fill their best service for
their potential customer.
4) Number of problem
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Resource questionnaire: where the TBC are is going to expand its business for the next time.
Hypothesis > TBC should go that place because they have some secondary data and they have
strong economy and education.
Null>Ho; TBC should expand and its network to Gulsan next time.
Alternative
Hi > TBC should not expand its network Gulsan next time
Research design
TBC is a new restaurant caf in Dhaka city. Now TBC are providing their service in three area
Uttara, Bonani and Dhanmondi. Now TBC are targeting all over Dhaka city to provide their
service. When TBC should go to provide their service in new area then what kind of problem
they could caf TBC has no idea. TBC can use exploratory design. Because, when TBC should
given their service in the market then exploratory design should find out the problem. This
design is very low cost than other design, so it can say exploratory is the best for TBC.
Field work/ data collection:
Kind of information to be obtained:
TBC are collecting some problem solution definition and use the population, percentage of
literacy and average income of the population.
Questionnaires:
1
2
3
4
5

Are you know about TBC

Are you use to with TBC service
Are you know the all information about TBC
By taking TBC product you are happy
TBC is the best than other restaurant caf

Yes
Yes
Yes
Yes
Agre
e

Disagre

No
No
No
No
Strongl

Strongl

y agree

y
disagree

The consumer market:

Areas

Gulsan
Motizil
Bonani

The population

1,39,400
2,65,250
1,47,190

Average

Present

income

literacy

restaurant food

95%
75%
92%

user
75%
45%
80%

80,000
50000
70,000
2

of Current

Mirpur

2,56,233

40,000

55%

53%

TBC Business market

Areas

Number
Restaurant

of Number of Fast Number of Bakeries

Food shop

Shop

service
providers
Gulsan

58

120

133

Motizil

23

182

230

Bonani

98

90

97

Mirpur

34

171

More than 300

When TBC has knew about average income of located people, literacy percentage, current
restaurant food user, number of Restaurant service providers, number of Fast Food shop, number
of Bakeries Shop then very easily TBC could find out their problem and TBC can easily provide
their service in the target market.
TBC will be proposing to the market potential. At first TBC manager can use two permanent
employees and seven part-time employees. The employee should collect data by peer-peer
conversation and asking questionnaire. The employees should collect all types of data within two
month.
Data analysis and Reporting:
By using this secondary data TBC can make a proposal in a potential market. When TBC are using this
data then TBC are not 100% success in the market. But by using this data TBC can success 75%. So it is
also reliable for the TBC Company. When TBC manager will make this entire research project then

manager also make a report base on all of data.

Cost and time:
Taka
5,00,000

1 Employee payment
3

2
3
4
5

All of paper cost

Communication cost
Primary data cost
Providing information cost(advertise)

20,000
10,00,000
10 00 000
20,00,000

6 Secondary data collection

2,00,000

Total

29,20,000

TBC is a new restaurant caf in Dhaka city. So they have to need the information of primary data
and secondary data. When they are collecting their data then they are follow some problem.
The obstacle of the TBC Company:
Government change: If the government are change then they are face some problem. When
government will be change then their rules and regulation is also change. So it is one of the most
obstacles for the TBC Company.
For example: Now the governments of Bangladesh are Awamelig. They are given to permission
to make their business. But when the government will be change like BNP they cannot give
permission to continue to do their business. They say that if you are making your business then
you will pay more tax. So it is a very hard obstacle for the company.
Tax: When government are changing then they Tax rate are also change so. So it is very problem
for the company. If the tax rate is increasing then it is one of the most problems for the TBC
Company. If the tax rate are decries then it can be positive for the company. In the position of
Bangladesh it will be increase.
Competitor increase: When TBC are making their plan at that time they have no competitor.
When they are working in the market on the base of their research plan then many competitors
are come in the market. So it is a problem for the TBC Company.
For example: When the other competitors will be come into the market then they are given more
facility than TBC. So it is problem for TBC. For maintaining the customer they are also give
same or give more facility.
Low customer rate: In the research plan they thought that most of the people should purchase
this product. After implement the research, TBC will see that a few customers are purchasing
their product. So it is a very hard problem for the TBC Company.
For example: TBC manager has thought that in the staring time they can get 50% user. But they
are getting only 20% so it is one of the obstacles for the TBC.
Solution of this obstacles:

1) For solving the change of government they can use extra financial fund when the government
will be changes
2) If the Tax rate is increase they can increase their product price or give an application to the
government to decrease the Tax rate.
3) If the competitors are coming in the market then they can give same facility. They can also
make contract to their competitor. We are given same facility.
4) When they are seeing that their customers are not more, then they can give more facility to
their customer. They can also make some public relation activity like, seminar, door to door
product sales.

Task (1)2.1: Review and evaluate different types of market research techniques.
Marketing research is the way to link with the customer and public to the marketer through information

and this information used to identify and define marketing opportunities and problems, generate.
Refine and evaluate marketing actions, explain marketing performance and improve understating
of marketing as a process.
Importance of the market research:
When an organization would like to offer new product or service to their customer then organization
should need to research their current market. However market research will help to increase better
communication with existing and potential customer, identify opportunities, minimize risk and help to
make bench marketing.
Problem identification:

Problem identification is the introductory phrase of the marketing research process and it
involves with clear and exact understanding of the problem. Base on problem research team
collect customer feedback, internal and external data repots, sales graph, purchasing patterns etc.

Research the problem:

Segment research: TBC is a restaurant caf so they can segment what kind of people are satisfy
their service like- caf environment and food quality. This segment should be base on customer
life-cycle, personality, attitude and life style.
Product research: TBC can research what types of product customer are like to buy and what types of
environment customer would want from TBC.
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Pricing research: Base on customer

Qubee are making their product in low price. Because they want to give their product all class
people.
Product promotion: Without any production promotion no company are not gain their business
so promotion is the best for the company.

A Classification of Market Research Designs

Survey

Exploratory designs:
This types of research has to allow the marketer to gain a greater understanding of something
know enough about as like as- just because we know that 3G phones exist, it doesnt necessarily
mean that we understand how they work. Exploratory research can help in this instance.
Exploratory research purposes is to identifying potential causes of a problem, establishing
priorities or direction for a research program, clarifying concepts and assisting new product
development.

Descriptive designs
The focus of descriptive research is to provide an accurate description for something that is
occurring. For example, what age group is buying a particular brand, a products market share
within a certain industry, how many competitors a company faces, etc. This type of research is by
far the most popular form of market research. It is used extensively when the research purpose is
to explain, monitor and test hypotheses, and can also be used to a lesser extent to help make
predictions and for discovery.
Conclusive designs

Marketers use this approach primarily for purposes of prediction and to test hypotheses, though it
can also be used to a lesser extent for discovery and explanatory purposes. In marketing, causal
research is used for many types of research including testing marketing scenarios, such as what
might happen to product sales if changes are made to a products design or if advertising is
changed. If causal research is performed well marketers may be able to use results for forecasting
what might happen if the changes are made.
TBC is a new restaurant caf in Dhaka city. Now they want to their service all over in Dhaka
city. So they are making the market potential. To make this potential market they can follow the
exploratory design. Because they are only make the market potential. They are not solving the
problem. They are only identifying, when they will make a new market then what types of
problem they could face. On the other hand it can say that, if they would solve the problem then
they can use the conclusive design. By using this system they would get more opportunities and
advantages.

Use source of secondary data to achieve marketing research objectives.

Primary data:
Primary research consists in research to collect original primary data. It is often undertaken after
the researcher has gained some insight into the issue by collecting secondary data. This can be
through numerous forms, including questionnaires, direct observation and telephone interviews
amongst others.
The secondary data
Secondary data is data collected by someone other than the user. Common sources of secondary
data for social science include censuses, surveys, organizational records and data collected
through qualitative methodologies or qualitative research. Primary data, by contrast, are collected
by the investigator conducting the research
Types of Secondary data
Sales data: TBC collect information in the course of their everyday operations as like as- orders
receive and delivered, recorded cost, sales personnel submission visit report so on.
1) Sales by every branch
2) Sales by customer type
3) Prices and discounts
4) Average size of order by customer, customer type, geographical area
5) Average sales by sales person and
6) Sales by pack size and pack type, etc.
Financial data: Financial data has many uses in marketing research including allowing
measurement of the efficiency of marketing operations. So TBC has a great deal of data within
its files on the cost of producing, storing, transporting and marketing each of its products and
product lines.
Transport data: TBC that keep good records relating to their transport operations are well
placed to establish which are the most profitable routes, and loads, as well as the most cost
effective routing patterns.
Storage data: The rate of stock turn, stock handling costs, assessing the efficiency of certain
marketing operations and the efficiency of the marketing system as a whole. More sophisticated
accounting systems assign costs to the cubic space occupied by individual products and the time
period over which the product occupies the space. These systems can be further refined so that
the profitability per unit, and rate of sale, are added. In this way, the direct product profitability
can be calculated.
TBC consumer market usage data
The consumer market:

Areas

Gulsan
Motizil
Bonani
Mirpur

The population

1,39,400
2,65,250
1,47,190
2,56,233

Average

Present

income

literacy

restaurant food

95%
75%
92%
55%

user
75%
45%
80%
53%

80,000
50000
70,000
40,000

of Current

TBC Business market

Areas

Number
Restaurant

of Number of Fast Number of Bakeries

Food shop

Shop

service
providers
Gulsan

58

120

133

Motizil

23

182

230

Bonani

98

90

97

Mirpur
34
171
More than 300
TBC is a new restaurant caf in Dhaka. Now they are research a market potential in four
divisions popular area in Dhaka city. TBC use secondary data because this secondary data give
proper solution for market potential. When TBC should collect this data then very easily TBC
should aware about the problem. After overcome the problem TBC could be provide their best
service to their potential customer.
Now TBC has more competitors. When TBC should aware about the population , average
income , present of literacy, current restaurant food user rate in the every location, then very
easily TBC could find out the problem and should develop a proper solution for potential market.
If TBC would not use the secondary data then they could not find out the problem.
1) When TBC know about the population then very easily TBC assume that how much people
can use their product.
2) When TBC know the average income of the people then very easily TBC found that which
package is for their customer.
3) When TBC know the percentage of literacy and internet user rater then very easily TBC can
provide a proper service to their customer.
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TBC are not only propose a customer market they are also given a proposal in business market.
For the business market if TBC are not use any secondary data then TBC cant find out any
problem of the business market. When TBC use the secondary data then very easily they find out
the problem of the business market and given a proper solution.
When TBC has knew about Number of Restaurant service providers, Number of Fast Food shop,
Number of Bakeries Shop then very easily TBC could find out their problem and TBC can easily
provide their service in the target market.

Explain the ways of assessing the validity and reliability of market finding.
There are two types data that,
1) Primary data
2) Secondary data
Validity of primary data Validity:
Validity is one of the major point in a research which makes its trustworthy and scientific.
However validity is the way of scientific methods which make research logical and acceptable.
By using primary data validity of research could be improve automatically. First hand
information obtained from a sample that is representative of the target customer will yield data
that will be valid for the entire target customer.
Reliability of primary data: Reliability is the certainty that the research is enough true to be
trusted on. For example, if a research study concludes that junk food consumption does not
increase the risk of cancer and heart diseases. This conclusion should have to be drawn from a
sample whose size, sampling technique and variability is not questionable. Reliability improves
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with using primary data. In the similar research mentioned above if the researcher uses
experimental method and questionnaires the results will be highly reliable. On the other hand, if
he relies on the data available in books and on internet he will collect information that does not
represent the real facts.
Research Validity
This aspect of data gathering may be quite complex to the non-researcher. Very basically
however, validity is whether the research is actually measuring what it claims to be measuring.
Therefore it is a good idea to know how the research was undertaken and if this is really
measuring what you wanted it to measure. If you have any fears about whether this is true, it is
possible the results of the survey should be called into question.
Due to entire a new market TBC are making a research and provide their best service in potential
market. So TBC should collect data for solving the problem. By collecting all data TBC can find
out major problem, when they would entire new market.

Problem identification:
The identification of research problem is the first and foremost step that every researcher has to
undertake. At times, it becomes rather difficult for an inexperienced researcher or a
novice/beginner in research to conceptualize a research problem. TBC would like to expand their
business network in all over in Dhaka city. So it is a biggest challenge for TBC. Because when
TBC would go for entry in all Dhaka city then they should face some problem. So it can say that
this research has validity.
Research Reliability: This problem relates to whether research results can be applied to a wider
group than those who took part in a study, also called generalization. In short, if another group of
respondents was used would the results be similar? And therefore, can your results be
generalized out to represent a larger population than your sample size.
Due to provide original product to potential TBC should be maintain the reliability of the data.
Reliability of secondary data: It depends on the following criteria:
Criteria
Issue
Remark
Specifications & Data collection method, response rate, Data should be reliable, valid, &
Methodology

quality & analysis of data, sampling generalizable to the problem at

technique & size, questionnaire design, hand.
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fieldwork.
Error
Accuracy
Currency

Objective

& Examine errors in approach,

research design, sampling, data
collection & analysis, & reporting.
Time

lag

between

Assess accuracy by comparing

data from different sources.

collection

& Census data are updated by

publication, frequency of updates.

syndicated firms.

Why were the data collected?

The objective determines the

relevance of data.

Nature

Definition of key variables, units of Reconfigure the data to increase

measurement,

categories

used, their usefulness.

relationships examined.
Dependability

Expertise,

credibility,

reputation,

& Data should be obtained from an

trustworthiness of the source.

original source.

Source: Malhotra, Naresh k, Marketing Research, 4th Edition, Page-104

This secondary data are collected from the internet and the government borrows. They are given
this secondary data.
TBC manager could go to the borrow agency and get secondary data. Manager could make some
questionnaire for collecting secondary data. That is:
1) How much people have all the area.
2) How much average income of the people in all areas people.
3) How much literacy has in all areas people?
4) Current caf food customer in all areas people (no answer)
5) Number of restaurant in all over Dhaka city.
By using this secondary data TBC can make a proposal in a potential market.
TBC would collect secondary data to solve their problem. As it can say TBC has fulfilled all the
requirement of reliability as mention or describe above. So their research data are reliable.

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