Notesale: Turn your study into money

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… University
5052BUSBM

Business Research Proposal
Is a healthy ready meal service that delivers
feasible?

Contents
1

INTRODUCTION
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2

3

LITERATURE REVIEW / MARKET STRUCTURE
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4
4
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5

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4
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1

MEAL PLANNING QUESTIONNAIRE
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1
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6

4
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6

SAMPLING
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1

PROBABILITY SAMPLING
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2

NON-PROBABILITY SAMPLING
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8

7

PROJECT TIMELINE
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10

9

APPENDICES
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9% of the market value
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(MarketLine, 2018)
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The prepared meal industry is which meals are cooked and preserved by being frozen,
chilled or stored in airtight containers
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(Key Note 2014)
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The business proposal aims to identify and evaluate consumers relationships with
ready meals and assess how to improve or change how ready meals are seen and
how they taste regarding consumer wants and needs
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The gap identified is Healthy ready meals; Livio Martucci, director at IRI global
research firm said: “There is a huge opportunity for manufacturers to innovate and for
retailers to give more shelf space to healthier food options, including own label ranges”
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(Talking Retail, 2017)
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Planned meals help people to keep on track and stops them from snacking or
eating the wrong sized portions
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The business focus of GoHealth is healthy food that is
convenient as well as nutritious
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The target market chosen for GoHealth is individuals who do not have the time, skills
or desire to prepare a healthy balanced meal themselves but prefer to eat such food
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The brand will aim itself towards 18-40-year olds, who are at the working and/ or
studying age
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The length of the
average working week is increasing, accompanied by the number of single-person
households, thus the demand for quick and easy meal solutions (Keynote, 2015)
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A single meal will cost between the £2 to £5 range; the pricing of the product will come
from what the meal consists of and portion size
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Customers will choose what
they want their meal to consist of through an app and will chose a selected day for
GoHealth to deliver; Deliveries will take place between 11am-6pm on Sunday’s and
Wednesday’s
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GoHealth’s
closest competitors are the likes of Marks and Spencer’s Balanced For You range or
Tesco Healthy living, who both offer products that are convenient and easy to make
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2% in 2017 to reach a
value of $6,014 million and is forecasted to increase a further 21
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The UK prepared meals market experienced moderate growth during the review
period (2013-2017)
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Rivalry in the prepared meals market also intensified due
to products being largely undifferentiated, making it difficult to retain buyers, forcing
players to compete on a combination of price and quality (Market Line, 2018)
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Deductive approaches emphasise causality, while inductive aims to explore previous
researched phenomena from a different perspective (Dr Debora Gabriel, 2013)
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Inductive reasoning is based on
learning from experience; patterns and regularities in experiences are observed in
order to generate theory or reach conclusions (Research Methodology, 2018)
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Combining the two research methods into a mixed method study will complement each
other’s strengths and weaknesses (Creswell, 2015), it minimises the limitations of both
approaches – it provides a better understanding than either approach would alone
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Explanatory Sequential
Design is a two-phase design where the quantitative data is collected first, followed by
qualitative data collection
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W et al, 2015)
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4
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It focuses on numeric and unchanging
data and detailed reasoning rather than contrasting reasoning (USC Libraries, 2018)
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The best type of quantitative method for this study is a questionnaire
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The use of questionnaires allows for people
to be anonymous, which maximises comfort answering for some people
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There are
few negatives of using a questionnaire to collect data; some questions can be difficult to
analyse – answers to open ended questions are individualised, which cannot be quantified
(Survey any place, 2016)
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×

Decide on structure of questionnaires whether it being structured / unstructured

×

Send out the questionnaire to pre-test it on a small number of respondents
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1
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Participants were asked how
often they go food shopping per week – daily, a few times a week, once a week, less than once
a week, never etc
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The
responses were rated on a scale of one (strongly disagree) to five (strongly agree)
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The final question
was what do you expect from a healthy prepared meal? Consumers were asked to answer this
question openly
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1
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This will help when creating the product as we can use quality
ingredients, however as people are still persuaded to buy a product due to packaging that will be
the second-best focus
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Ready meals are often a go-to when not wanting to cook
or are hungry and want to eat soon
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4
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The constraints of using secondary data can be data inaccuracy, data collected in the past
may be out of date which means it may not always be relevant (Pros and cons, 2018)
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If the entire population was used for collecting

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data then the researcher may encounter issues regarding accessibility of data, budget
constraints or time constraints (Saunders et al, 2016)
...
The
stages of sampling that may be used are; simple random sampling, stratified sampling,
cluster sampling, systematic sampling or multistage sampling
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1 Probability Sampling
There are 4 stages involved with probability sampling; these include
Designing a sampling frame based on the research question; Selecting a sample size: a
sample size can be determined by using guidelines like allowing for a margin of error and
how validated the results need to be
...
It is important to consider that not all of the
sample asked to partake in the research; Discovering an appropriate sampling method out
of the random, stratified and systematic approaches and ensuring the sample chosen is
diverse enough to prove an accurate result from the population (Saunders et al, 2016)
...
2 Non-probability Sampling
Non-probability sampling does not use a sampling frame; types of non-probability sampling
are:
Quota sampling meaning where the researcher is provided with an amount from the
population that needs to be sampled, for example 20% of the population – however a
disadvantage of using this may be that the sample size is not diverse or big enough to
gather viable results
Purposive sampling is picking the sample based on its suitability
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Snowball is another type of sampling, this consists of passing one interviewee to another
by them connecting you with the next individual (Saunders et al, 2016)
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Participants are anonymous, and no personal data is recorded
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Every researcher has a responsibility to protect the participants in
an investigation (Sage, 2007)
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Be certain that interviewers obtain
the informed consent of the participant; participants will be told what the study is on,
how their data will be used and how their data will be stored
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Ensuring confidentiality
includes things such as restricting access to participant identification, not revealing
information and restricting access to data instruments where the participant is
identified
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Whilst researching, ensure that you are in a safe, public space, give
out contact information in a case of an emergency and tell somebody where you are
going or what you are doing
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g
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7

PROJECT TIMELINE

Figure 5 (shows the timeline of the research study and implementation of the plan
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Using the information gathered from readings the questionnaire is able to be designed
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The results will be received, and any
implications will be worked out and a final questionnaire will be given out to chosen
participants – this will take up to 2 weeks
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From the results of the
questionnaire the making over the product and service can begin
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Methods and Issues in Social Research
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Colorado State University; Singh, Kultar
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Los Angeles, CA: Sage, 2007
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W
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A Concise Introduction to Mixed Methods Research
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Creswell, J
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D
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Chapter 3 The Use of Theory
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and Neve, C
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C Research Design
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Glasgow: SAGE
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Creswell, J
...
D
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Chapter 7 Research Questions and Hypothesis
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and Neve,
C
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C Research Design
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Glasgow: SAGE
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Creswell, J
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, & Creswell, J
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(2018)
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In: Salmon, H
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and
Felts, D
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5th ed
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213
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W
...
L
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Designing and conducting mixed methods research (2nd ed
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Debois,
S
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9
Advantages
and
Disadvantages
of
Questionnaires
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com/questionnaire-pros-and-cons/
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Dudovskiy,
J
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Inductive
Approach
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net/researchmethodology/research-approach/inductive-approach-2/
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Gabriel,
D
...
Inductive
and
Deductive
Approaches
to
http://deborahgabriel
...

December 2018
...
Available:
Last accessed 12th

Hair, J, Samouel, P, Page, M, Celsi, M, & Money, A (2016), Essentials of Business Research Methods, New York:
Routledge
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(2012)
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Available: https://custom-writing
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Last accessed 10th December 2018
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(2018)
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Available: https://www
...
com/secondary_data
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Last accessed 10th December 2018
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(Unknown)
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Available: https://www
...
co
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Last accessed 10th December 2018
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Ready Meals: Market Update 2014
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(ed
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Teddington, UK: Key Note
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September 2018
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Volume 3
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, Lewis, P
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(2016)
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Harlow: Pearson
Unknown (2015) ‘Oliver’s introduces healthy prepared meals line’
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Unknown
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Pros and Cons of Secondary Data
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prosancons
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Last accessed 11th December 2018
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(2018)
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Available: http://libguides
...
edu/writingguide/quantitative
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Wells,
L
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UK
shoppers
increasingly
buying
healthy
food,
finds
report
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talkingretail
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Last accessed 11th December 2018

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