Description: Design a Marketing Research Project for the case of Green Harvest Foods.

INSTRUCTIONS
Case: Green Harvest Foods

Green Harvest Foods (GHF) is a mid-sized, family-owned company specializing in organic and sustainably sourced groceries. GHF has achieved moderate regional success in the health-conscious consumer market, primarily through a loyal base that appreciates its commitment to environmental stewardship.

Now, GHF plans to launch a new line of high-protein, plant-based snack products aimed at mainstream grocery shoppers. Early internal feasibility studies suggest potential, but the senior leadership team is hesitant to finalize their approach without stronger consumer insights. They want to understand:

How mainstream consumers perceive plant-based, high-protein snacks

Which product attributes and messaging resonate most with potential buyers

The market opportunity for expansion into new retail channels and e-commerce

Your task is to design and execute a marketing research project for Green Harvest Foods, providing actionable insights and strategic recommendations.

Objectives & Scope

Define the Research Problem

Design a Comprehensive Research Plan

Suggest the method to collect Relevant Data

Suggest how you plan to analyse data

Deliver a Written Report & Executive-Level Presentation Your project should include:

1. An MR proposal including Research Objectives, Research Design, Sampling methodology and sample size, Timeline & Feasibility

2. A data collection instrument. (You can also use relevant digital tools e.g. Google forms, MS Forms etc)

3. A statistical analyse plan

4. Limitations

FORMAT

Your submission must meet the following formatting requirements:

· Number of files for submission: 1

· Required file format for main submission: PDF Other details:

· Font: Arial

· Font size: 12

· Spacing: Double

· Number of words: 2000

All refencing and citations require Harvard referencing style. Students must avoid plagiarism and use the Harvard Referencing Guide and Turnitin to ensure that their sources are correctly cited. Plagiarism includes the use of artificial intelligence tools, such as ChatGPT and Grammarly, when output is copied and pasted from these sites. Please refer to the Academic Policies and Procedures Manual and the Student Good Practice Manual in AI Literacy available on the Student Services page for further details.

LEARNING OUTCOMES

2. Apply appropriate research design methods to obtain insights into marketing research problems or opportunities.

3. Design marketing research questions for questionnaires.

4. Choose sampling methods and procedures to help determine adequate sampling sizes.

5. Construct research insights into a professional report for marketing managers.

Go to the next page to see the assessment criteria.