only first 3 question required all related to the case study attached

CASE STUDY Strawberry fields for ever (Part A) For many years, the majority of strawberries produced in Australia were grown in Victoria. However, as a result of the federal government passing the Plant Varieties Rights Aat (1985), new higher-yielding Californian strawberry varieties were introduced to Australia. The Californian strawberry varieties were not only larger than the traditional varieties but also had the potential to fruit over an extended period. This meant that berry growers could spread their harvest over a longer period of time. Berry growers responded by doubling their orders for strawberry plants and the area planted to strawberries. At the same time, fruit processors in Australia were increasing their imports of high-quality frozen strawberries from overseas producers where costs of production were lower than in Australia. Faced with the impending oversupply of strawberries and consequential reduced prices because of increased production, the Victorian Strawberry Growers Association lobbied the Victorian government to enable the industry to set up a Statutory Committee-The Victorian Strawberry Industry Development Committee (VSIDC). This committee would be responsible for collecting funds from its members in the form of a levy. These funds could then be used to carry out domestic market promotion of Victorian strawberries, as well as research and development into all aspects of strawberry production. At its inaugural meeting, the VSIDC decided that its key role was to develop strategies that would result in increased per capita consumption of strawberries. This, it was hypothesised, 'May in part be achieved by a change in the image of strawberries, from that of a "treat" to that of a fruit which is purchased regularly'. The committee immediately decided to undertake an extensive consumer market research study to assist in the development of marketing and promotional strategies. This activity was to be delegated to a suitably qualified market research company. The committee formulated a tender document, which it then circulated to a number of market research firms in Melbourne. Included in the tender document was the following information: Objectives The overall objective of the proposed study is to gain a better understanding of the Victorian strawberry consumer market. Specific objectives of the study are to obtain sufficient qualitative and quantitative information to enable consumers of strawberries to be segmented according to usage and to develop profiles of various purchasers and on-purchasers of strawberries. In particular, the committee would like specific recommendations which could be used to move non-users of strawberries to low users, low users to moderate users, and moderate users to high users of strawberries. Research design If appropriate, this study could be conducted in two stages: - Stage 1 would involve a qualitative market research study of both purchasers and non-purchasers of strawberries. It is anticipated that this information will be most effectively gained through the use of in-depth group discussions. - Stage 2 would involve a quantitative market research study to obtain information on purchasers and nonpurchasers of strawberries. The information collection phase of each stage should be undertaken while Victorian strawberries are in plentiful supply (November and December). Sampling frame Ideally, it would be preferable to conduct a study of consumers in the Melbourne, Sydney, and Brisbane metropolitan areas. However, budget constraints may limit the study to the Melbourne metropolitan area only. Stage 1 It is proposed that discussion groups be held in the Melbourne metropolitan area and conaist of the following: a. Heavy purchasers of strawberries. b. Medium purchasers of strawberries. c. Light purchasers of strawberries, d. Non-purchasers of strawberries. Stage 2 It is proposed that an appropriate sample of respondents from the Melbourne metropolitan area be interviewed. Those interviewed are to be the main food buyer in each household. Respondents are to be randomly selected to ensure they are representative of the population as a whole. Questionnaire It is envisaged that stage 1 would consist of open-ended questions designed to draw out discussion from the group. Stage 2 would comprise a questionnaire of single and multiple-response closed questions, plus demographic and psychographic detalls of respondents. In both cases, the questionnaire would need to be examined by at least one member of the committee prior to administration. At the conclusion of the study, all quentionnaires are to be passed on to the committee. Analysis Analysis of both studies to include appropriate analyses necessary to answer key research questions. Conclusions The conclusions of the study should include a series of specific recommendations which, on the basis of the research, will indicate to the committee the best way to promote strawberries. These recommendations should include details of media and messages to be employed, in order that the committee may achieve its stated objectives. Timing The study is to be completed within 12 weeks of its starting point. Twelve copies of the final report are required. Cost Cost estimates should be developed with the rescarch and sampling frame parameters detailed abore. QUESTIONS 1. Critically appraise the research brief provided to the commercial market research firms. 2. Develop two suitable research questions and two hypotheses. 3. List the specific qualitative and quantitative information that will need to be collected. 4. Develop a market research proposal in response to the tender document provided by the VSIDC. Ret: Malhotraet ar. (2,18)