Manage Market Research

ADVANCED DIPLOMA OF MARKETING

Assessment 3
Submitted to:

Prepared by
Zeeshan Murtaza
Submission Date:

1. Findings
a. A brief summary of the report findings
 The industry
The specific category, lighting fixtures, is part of the home-wares
market. Home-wares are linked to the domestic new drawling and
renovations industry
Industry size: The market for new dwellings and renovation is
Australia wide with particular concentrations in demand in the high
population growth states of Queensland and Western Australia
Industry Growth: The new dwelling and renovations markets
industry in Australia is growing at 3.2% p.a and has been holding a
long term growth rate of 2.7% p.a. the greater Brisbane area is
growing at 4.5% per year. Outlook for the coming years is that this
industry will continue to grow at above national averages and
remain ahead of the long term trend by at least one percentage
point
Target market statistics
The target segment is the lighting fixtures category. The target
market for this category is Houzits existing customers and new
customers that share the same profile as the existing Houzit
customers. That is based on target market size, income and activity
rates, education, economy, social relationship, technologies and
politics
CompetitiveFactors
There are no chains offering lighting fixtures in the target market.
However, there is a direct competition from 12 competitions in the
target area which are each independently owned. They offer similar
assortments as Houzit. Additionally, there is an indirect competition
from electricians which will represent a potential competitor in the
lighting fixture category as they have the opportunity to sell lighting
fittings to customers and so undercut retailers
Conclusion
The market research supports the view that the lighting fixtures
would be a feasible category addition to Houzits assortment, given
the positive customer response, the growth in the market and the
lack of organised competition
b. A description of how you confirmed the validity of information and
data included in the report
In discussion with the principals of Lombards Consulting, I am made aware of
the location and availability of source data on which the report was based
These include the original responses to the customer surveys,
taped interviews and focus groups and notes taken during
conversation with staff, with Houzits staff, managers and customers
Copies of secondary data were also available, crossed referenced
and physically identified in the report and source document
 Where possible, LombardConsulting used the scientific method of
careful observation, formulation of hypotheses, prediction and
testing in their research
They also spoke of using multiple methods to ensure greater
confidence in the findings
c. A statement assessing the relevance and usefulness of findings
against research objectives
Lombards consulting spoke about the healthy scepticism they have built
toward assumptions made by managers about how the markets work,
when asked about the lack of time spent with the Houzit managers. They
also said th8at the intellectual divergences between the mental styles of
line managers and marketing researchers often got in the way of
productive relationships. The marketing researchers report may seem
abstract, complicated and tentative. While the line manager wants
concreteness, simplicity and certainty. Lombards suggested they be
involved in the earliest part of the planning process, in fact why not make
them performance feature in the marketing strategy team
2. Performance
a. Assess the project performance against the research plan
In discussion with the principals of Lombards Consulting. I am made aware of
the location and availability of source data on which the report was based.
These include the original responses to the customer surveys, taped
interviews and focus groups and notes taken during conversations with staff,
with Houzit staff/managers and customers. Copies of secondary data were
also available, crossed referenced and physically identified in the report and
source document. Where possible, Lombards Consulting used the scientific
method of careful observation formulation of hypotheses, prediction and
testing in their research. They also sole of using multiple methods to ensure
greater confidence in the findings.
When asked about the lack of time spent with the Houzit managers,
Lombards consulting spoke about the healthy scepticism they have built
toward assumptions made by managers about how the markets work. They
also said that the intellectual divergences between the mental styles of line
managers and marketing researchers often got in the way of productive
relationships. The marketing researchers report may seem abstract,
complicated and tentative while the line manager wants concreteness,
simplicity and certainty. Lombards suggested they be involved in the earliest
part of the planning process, in fact why not make their performance feature in
the marketing strategy team.

3. Review
a. A review of the feedback from various stakeholders
The general managers said in an email I was disappointed that Lombards did
not speak to the store manager more. They have real day to day contact
with customers and have much knowledge about what customers want.
Perhaps next time they could be involved formally in the process.
The group buying manager said in an email; The report confirms what we
thought about the new category. I would have liked to see more opinion from
the consultants describing what they believed that the business environment
data meant in terms of the business opportunity.
The CEO said that the feedback from the board was to pass on their
congratulations to you on a job well done given the short time frame. You
replied that a research of that magnitude would normally require a 12-14
weeks turn around. The CEO agreed.
b. Changes to the process required by the feedback
According to the feedback from stakeholders, the following should be taken to
the process:
Lombards consulting should spend more time to speak to the store
managers as they have more contacts with customers and have more
knowledge about what they really want. They could be involved formally in
the process next time General manager
More opinion from the consultants needed about why they believed that
the business environment data meant in terms of the business opportunity
Group buyer
Good work on completing the project on time and on budget, but need
more time next time CEO
Enough time should be provided for a research of this magnitude, normally
around 12-14 weeks Lombard Consulting
c. A review of all of the monitoring reports and activities completed
throughout the project
From the weekly monitoring report, most tasks had been effectively and
efficiently performed by internal employees/external consultants. During the
monitoring process, there were several sectors need to be improved. Firstly
and the most importantly, managers need to control the overall cost and
expenditure (all research material requested by external consultants).
Secondly, managers play a vital role in the company because they take in
charge of major decisions, it is important for them to follow up all missed
research and to participate all meetings. Furthermore, all management teams
and employees have certain responsibility to protect companys files, as they
are part of companys core confidential resources. Finally, managers and
directors have to monitor the whole working flow and take action on some
changes.
d. Recommendations for changes or improvements to the research
process
As the company have already identified some outcomes from the weekly
tasks monitoring report, there are some suggestions to the research process.
To begin with, companies could allocate more time to both internal and
external consultants to do research, in order to have a better and more
accurate results. Also, at the very beginning of the research process, a list of
consultants (name, duty, and contract) should be submitted to companys
board of directors. There should be a list of managers (name, position and
duty) who are involving in the research. Company needs to take opinions from
researchers concerning significance of the date and possible opportunities

4. Revised research guidelines for the organization

a. OHS
The Occupational Health and Safety Regulations are made under the Act.
They specify the ways duties imposed by the Act must be performed, or
prescribe procedural or administrative matters to support the Act, such as
requiring licenses for specific activities, keeping records, or notifying certain
matters.
Effective OHS regulation requires that Work Safe provide clear, accessible
advice and guidance about what constitute compliance with the Act and
Regulations. This can be achieved through Compliance Codes, Work Safe
Positions and non-statutory guidance. For a detailed explanation of the OHS
compliance framework, see the Victorian Occupational Health and Safety
Compliance Framework Handbook.
b. Data privacy
The following policies taken to protect the data collected and personal
information from misuse and loss and from authorised access, modification or
disclose.
Whenever possible collect information directly from the person
Only collect information that is necessary
Collect information by fair means
Take reasonable steps to let people know that personal information has
been collected and what is going to be done with it
Do not disclose information about the person to a third party that you are
collecting information from
Take care of the type of information contained in messages left on
answering machines
c. Staff involvement
Liu
Project manager, liaise with the general manager of store operations and the
group buying manager, 40% of his time was used to manage the overall
project
 Tony
Search engine optimisation and website maintenance, 60% of his time was
used to take responsibility for the operational aspects of the project.
Marie
Advertising and taking responsibility of public relations, 30% of her time was
used for her responsibility
Joanne
Administration officer, 30% of her time was used in attending to administrative
matters
d. KPIs
KPIs assist the agency to define and measure progress toward agency goals
and objectives. Once the agency has analysed its mission and defined its
goals, it needs to measure progress towards those goals.
KPIs provide a measurement tool. The strategic measures are translated into
a series of operational ones across the agency to ensure that the goals are
met. For example, the records management strategy, which identifies the
agencys mission and goals regrading recordkeeping, should contain KPIs to
enable progress towards meeting those goals to be measured.
The performance measures contained within the records management
strategy will feed into a series of related goals and actions located in
operational plans and individual performance plans. KPIs assist an agency to
measure that it is on track most often, that is working towards and
attaining a beneficial outcome or improvement. In many cases, KPIs are used
in projects and to measure services delivery.
e. Quality of data
This report contains the adapted and extended quality guidelines for Eco
invent version. It was established to ensure a coherent data acquisition and
reporting across various activity areas data providers involved.
The data quality guidelines include definitions of the different types of
datasets, the level of detail required, how completeness is ensured, good
practice for documentation, naming conventions and rules for the reporting
of uncertainty.
In addition, this document covers also the procedures foe validation,
review and embedding new datasets into the database as well as the
calculation procedures for attribution and consequential models, and for
arriving at the accumulated results for product systems.