Case study:
A beverages company is investigating attitudes & habits towards natural ingredients and how consumers perceive the various product claims in order to develop a new product development strategy. They need to identify the profile of consumers who are attracted from natural ingredients or bio products, what are the claims that they have the most appeal and what are the attitudes towards an energy drink based on natural ingredients In this context you are asked to suggest a relevant research (qualitative) appropriate for the above case.
Questions:
a. Define the research objectives/questions/hypotheses
b. Suggest a specific type of research and justify your suggestion
c. According to the suggested research design, suggest the relevant sample. Justify your suggestion
d. For the suggested research, develop the relevant data collection instrument (moderators' guide/questionnaire etc.). The data collection form should be in a final format ready for fieldwork
e. Develop a Qualitative Research Proposal for the provided case.