Critically discuss the methods used in this research, what are the limitations, what data could be missing or would be beneficial to have included. Is the data collection appropriate?

This assignment requires you to produce a consumer research report.

This report should document the analyses that you have conducted, and your findings/interpretations from a research project commissioned by a client during your role as a Research Analyst. Your client has given you some data that needs analysing. It is up to you to decide how best to analyse the data. Data will be available on Moodle before Week 2.

Your client wants a full report which summarises the findings and proposes a future research proposal to address the business problem. The report should have the following sections:

Report Template- please read!!

Title Page

Executive Summary
You should summarize your whole report within 300 words here, including your research topic, source of data, key findings, and key recommendation. Remember, this is NOT a signposting introduction.

Table of Contents

Introduction: In this section, you should clearly the purpose of the report. Introduce the current business situation of the brand/company/industry with evidence, such as market share, competitors, and recent or potential problems or market opportunities, and explain why this research may be important for this company.(Remember to contextualise the research within the use of relevant sources and literature) – 500 words

Method: Critically discuss the methods used in this research, what are the limitations, what data could be missing or would be beneficial to have included. Is the data collection appropriate? – 300 words

Data Analysis & Findings: the most important part, including quantitative (SPSS) and qualitative (thematic) results and analysis. Why such analysis is used? What are the results? What do the results tell us? Report the research findings. Discuss how the findings can have impact on your chosen company with the use of academic and industrial literature. -1100 words

Recommendations:

1) Provide practical recommendations for marketers and – 300 words

2) Write a research proposal for a future study that can build on your research results and to address the business problems. (Purpose, methods, instrument and sample) -500 words

Appendix: Include at least one page of A4 for your analysis work, including SPSS outputs and qualitative coding scheme.

Reference: Please make sure you use Harvard Referencing
The Case Study
Deliveroo: The potential acquisition of SUPPER London
You are a marketing research analyst that has recently been hired to analyse some data that was collected by your client, Deliveroo, aiming to help the CEO make a crucial business decision, whether to operate a potential acquisition (SUPPER London) as its own independent brand or bring it into a new service for Deliveroo, Deliveroo Premium.
On the back of the growth of revenue during the Covid pandemic, which saw a 128% increase in spend per customer (Edison, 2021), Deliveroo seeks to expand it’s current offering to keep competing for market share in the UK. The acquisition of SUPPER London, an online food delivery platform, founded in 2015 and focusing on high-end London restaurants is to go ahead this year. You have been brough on to analyse customer data collected by Deliveroo on themselves and SUPPER London. Your task to ‘make sense’ of the data and help the CEO make a decision on how best to take the new acquisition forward from a branding perspective. The question posited to you by the CEO is: Should we re-brand the acquisition to become Deliveroo Premium, or should we operate it as a separate division?
The CEO has asked for your report (max 3,000 words) to be concise, business-like and should propose a justified decision on whether the acquisition should be rebranded or run as its own brand, which should include 1) your review of the ‘end-to-end’ research process, 2) your analysis of the data and 3) your recommendations.

Deliveroo:
Deliveroo is an online food delivery platform operating in over 60 cities across the UK. Founded in 2013, in London by CEO Will Shu it has seen revenue growths of 650% year on year. Deliveroo operates in over 200 cities in the UK, the Netherlands, France, Belgium, Ireland, Italy, Australia, Singapore, Hong Kong, the United Arab Emirates and Kuwait (Sassard, 2017).

Customer Satisfaction, Deliveroo and SUPPER London
Some quantitative customer research has been carried out within Deliveroo (n=50), as well as SUPER London, measuring brand awareness, brand associations and satisfaction. An important inquiry posed by the CEO is to find out what brand association is most linked to customer satisfaction. Qualitative data in the form of Trustpilot reviews has also been collated and needs further analysis. The CEO would need to know if he should operate SUPPER London as its own independent brand or be rebranded as a Deliveroo Premium service.