A Research Proposal: Cafes in New Zealand: An Issue To Study (Research Proposal Sample)

Cafes in New Zealand: An Issue To Study
A Research Proposal
By: (your name and student number)
Major: Marketing and Sales
Date: (The date of printing this paper)
Word Count: (1500)
Contents TOC \o "1-3" \h \z \u Table of contentsii1.0Introduction11.1Back ground of Cafe Industry11.2Background of the Targeted Cafe12.0Research Questions32.1The Problem for the Organization32.2Reason that Demands this Research32.3Questions to be Asked33.0Methodology of the Research43.1Introduction43.2Sources of Secondary Data43.2.1List of Literature Databases43.2.2List of Search Terms43.2.3Bibliography for the Important Resources53.3Primary method of Collecting Data53.3.1Targeted Areas53.3.2The Plan for Execution53.3.3Methods to Collect Data53.3.4Sequential Process of Collecting Data53.4Expectations from the Methodology63.5Constraints for the Methodology63.6Considerations on an Ethical Ground64.0Literature Review74.1Location7HYPERLINK \l "_Toc349116786"4.2Importance of Food Quality, Service, and Ambiance....................................74.3Need of a Good Business Plan.....................................................................75.0References86.0Appendix9
1.0Introduction
The current research proposal has its focus on conducting effective research and surveys in the flourishing business sector of cafes in New Zealand. Multiple surveys have been conducted for several years to understand the provider-consumer relationship, the sales and marketing strategies adapted by different organizations, the growth of the industry, the competitiveness within it, and the possible tactics for survival. Therefore, it is very normal that research should be conducted on the sales and marketing aspects of this industry in New Zealand.
1.1Background of Cafe Industry
This business sector is one of the those fields that have a healthy percentage of employees belonging to the age group of under 25 years. Another unique characteristic of this sector is that almost 60% of its employees are women. Market researchers and economic experts believe that cafes will hugely contribute to the employment growth of New Zealand in the coming years. The fact is that the strategic growth of this industry has resulted in the presence of countless cafes across many regions. In the present day, one can find multiple cafes in a congested area.
1.2Background of the Targeted Cafe
The target organization is a cafe located in the heart of Auckland. This is a solo organization, founded in the year of 2010. Its primary aim was to provide top quality food and beverages to the consumers. The cafe has a typical organizational structure and methodology. It includes a cafe manager, cafe workers, waiters, chefs, and cooks. These employees, numbering in a total of 43, have specific role in the organizational profile. But all these services are interrelated. With over 6 years of experience in this sector, this cafe is extremely flexible to any kind of positive change.
2.0Research Questions
2.1Problem for the Organization
The issue of competition is the main concern. But, this cafe has not developed any strong strategy for sales and marketing. As a result, this company is facing a decreased statement in its business profit. The organization has confined its services only within the area of its presence. It has caused this cafe to face a survival problem in this competitive market.
2.2Reason that Demands this Research
Recently, this cafe suffered from a huge shock. A new cafe, located in the adjoining area, suddenly attracted immense consumer attention mainly because of the unique marketing strategy that organization developed. The customer base of this cafe started to shift from this one to the other one. This huge problem alerted this organization and compelled it to collect information to find out a possible solution.
2.3Questions to be Asked
The research will focus on four major questions of issue. These are:
* What do the consumers expect from a cafe?
* What does the employees think about the working environment and organizational structure?
* What are the deficiencies in the marketing strategy of the cafe?
* What are the possible marketing solutions that can contribute to the growth of sales?
3.0Methodology of the Research
The research adopts a mixed-method strategy. It will make use of secondary and primary sources for collecting relevant data.
3.1Introduction
This stage will help to critically and effectively determine the resources to be used for gathering data. Since, data is the most important factor in analyzing a situation. This stage will play a vital role in the conduction of the proposed research.
3.2Sources of the Secondary Data
3.2.1List of the Literature Databases
It will be better to use multiple databases to collect data from. A&HCI, EconLit, InformIT, JSTOR , Corelist.co.nz are the databases to be utilized during the research. These databases provide in-depth knowledge and relevant statistics for the topic I chose to research.
3.2.2List of the Search Terms
In order to find out relevant information for use, I would like to use multiple search terms like cafe business in New Zealand, problems of cafe business in New Zealand, marketing policies in the cafe industry, sales behaviour in the cafe industry, solutions to marketing deficiencies. These terms will surely help me to gather relevant information.
3.2.3Bibliography of the Important Resources
Ridley, D. (2008). The Literature Review: A Step-by-Step Guide for Students. London: Sage Publications
Machi, L.A., & McEvoy, B.T. (2009). The Literature Review: Six Steps to Success. California: Crowin Press
Zie, L. A., Carroll. (2009, January 21). Bone Rattlers Bar & Grill business plan.
Retrieved from: http://digitalscholarship.unlv.edu/thesesdissertations/590/
3.3Primary Method of Collecting Data
3.3.1Targeted Areas
Collection of the primary data will be derived from multiple sources. The key targets will be the consumers, the employees of the cafes, at least 25 cafe owners, and at least 30 common people who are not related to this industry. These four groups are interrelated. Therefore, it will be significant to register their views and gather information from them in order to critically analyze the mechanism of this industry.
3.3.2The Plan for Execution
I will adapt a sequential strategy in order to gather information. I will first ask the employees about the services of the cafes, and the work culture within those organizations. Then I will validate those data by questioning the consumers.
3.3.3Methods to Collect Data
The data will be gathered through simple process. It will be done through multiple interviewing sessions. This will be done individually in the first step, and then it will be conducted by forming groups. We will also attempt to collect physical records of sales and productivity.
3.3.4Sequential Method of Collecting Data
The questions of the interview sessions will be mainly based on an organizational and behavioural analysis. Primarily, questions will be asked seeking light personal information from the participants. The second set of question will inquire the interest of the participants in the services provided by the cafes. The final lot of questions will include complicated issues like organizational behaviour, working environments, sales status, marketing policies, possible improvements.
3.4Expectations from the Methodology
These are my assumptions from the research methodology:
* Respondents will feel that the survey questions are not typical.
* Participants will feel relaxed and find the researcher friendly.
* Respondents will not hesitate to answer freely.
* Respondents will realize the importance of the issue.
* Participants will try to provide relevant information.
* The researcher will be able to gather enough data.
3.5Constraints for the Methodology
The research might suffer from the following constraints:
* Focus on only one type of industry.
* Inability to gather enough mathematical data or statistics. Lack of financial data.
* Doubt on the ability to create enough spark in the respondents regarding this particular issue.
3.6Considerations on an Ethical Ground
The main ethical consideration is that both the consumers and the business owners are suffering from this issue. The research structure has not discriminated among any level of individual and employee. People from all level of social background will be included in this research. It will also seek help from every type of employee in a cafe. For more information on these types, see appendix.
4.0Literature Review
The cafe industry is basically a collection of individual cafes (Kim, Dalbor, & Feinstein, 2007). But most of the...