There are two parts of this assessment. Part 1 is theoretical background while Part 2 is an applied case-study. PART 1 (30 marks): 1. What are the main approaches available for collecting qualitative data? Describe each of these methods. (10 marks) 2. What is involved in running an in-depth interview? What techniques can you use in in-depth interviews to help explore people’s attitudes? (10 marks) 3. What is involved in analyzing qualitative data? (10 marks) PART 2 (65 marks): Read the case study: I want to buy Australian. I’m looking for… The green-and-gold Australian Made, Australian Grown (AMAG) logo is the only registered country-of origin certification trade mark for genuine Australian products and produce. The AMAG logo supports growers, processors and manufacturers in Australia by helping businesses to clearly identify to consumers that their products are Australian. At the same time it provides consumers with a highly recognised and trusted symbol for genuine Aussie products and produce. It does both of these things in conjunction with a campaign encouraging consumers to look for the logo when shopping; it has been doing this since its introduction by the federal Government in 1986. The AMAG logo can only be used on products that are registered with the not-for-profit organisation Australian Made Campaign Limited. The strict set of rules governing the logo’s use also require that it must always be used with one of five descriptors; ‘Australian Made’, ‘Australian Grown’, ‘Product of Australia’, ‘Australian Seafood’ or ‘Australian’ (for export use only). To use the logo goods must meet the criteria set out in the Australian Consumer Law as well the more stringent Australian Made, Australian Grown Logo Code of Practice. More than 1800 businesses are registered to use the AMAG logo, which can be found on more than 10,000 products sold here and around the world. Australian Made Campaign Limited is interested in understanding consumer attitudes towards buying AMAG to assist in the development of marketing and promotional strategies. A research proposal was submitted to an Australian Market Research
company to conduct research among Australians aged 18+ on purchase attitudes and associated behaviours towards buying AMAG. The following request for information was included. 1. The current image that people have to AMAG products, and what are the positives and negatives of this image. 2. Features/attributes of AMAG respondents consider when choosing whether to purchase an AMAG product, and the relative importance of these features. 3. Why some people don’t purchase AMAG, and what would motivate them to purchase AMAG products. 4. The situations where people purchase AMAG products. 5. People’s willingness to pay for AMAG products. 6. The sorts of values that people who buy AMAG have, and give these values ideas on how to better promote the AMAG campaign. 7. Any other information you consider to be relevant in helping answer the management problem. Your tasks: 1. Develop an interviewer’s outline based on the information requirements listed above. An interviewer’s outline is a list of questions that you plan to ask during an interview. (10 marks)
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