For this assignment, you must

1)     critique the three interview transcripts that will be provided to you

2)     analyse these three interviews by coding them, and identify, describe and illustrate (with quotes from the interviews) at least three themes that could be relevant to future marketing strategies for the product

3)     forone of the three themes you have identified, compare the suitability of interviews, focus groups and surveys as methods for further research of this theme.

The assignment should be written in report format. Clarity, readability and visual presentation are important, so you should consider carefully issues such as use of headings, layout, spacing and structure. The suggested word-count is 1500 (excluding the interview transcripts, tables and figures and the coding frame); the maximum length is 2000 words. Assignments must clearly state the word count.

Assignments of more than 2000 words will incur a penalty deduction of 10% of the total assignment mark, as will those that do not state the word count on the front cover.

The report should consist of the following three sections:

Section 1: critique of the three interview transcripts

(25% of the mark; suggested length: 500 words)

This section should evaluate the quality of the three transcripts, using quotes from the interviews to illustrate the strengths and weaknesses of the interviews and of the interviewing technique. This section should also discuss the implications of these strengths/weaknesses for the usefulness of the data that was produced.

Marking Criteria for Section 1

To what extent and how well this section:

• evaluates the quality of the three interviews
• demonstrates an understanding of the characteristics of a good interview and good interviewing technique.

Section 2: coding of the three interview transcripts and presentation of themes

(25% of the mark; suggested length: 500 words)

This section should include your Coding Frame and a coded copy of each of the three interviews.

Marking Criteria for Section 2

To what extent and how well this section:

• provides a coding frame
• provides evidence that the three interviews have been coded
• describes three themes from the interviews that are relevant to the marketing of the brand/product
• supports the presentation of these themes with quotes and other evidence from the interviews

Section 3: Options for further research

(25% of the mark; suggested length: 500 words)

This section should include a discussion of one of the three themes that you identified from the interviews and an explanation (supported with quotes and other evidence from the interviews) of why you consider this theme to be relevant to the marketing of the product/brand in question.

The analysis of a small number of interviews is a common way of identifying themes for more extensive follow-up market research. You should compare and evaluate the use of surveys, individual interviews and focus groups for further research into the theme you have identified.

Marking Criteria for Section 3

To what extent and how well this section:

• critically evaluates survey methods, face-to-face interviews and focus groups as methods for further investigation of ONE of the three themes described in Section 2.

 Table of Contents

Introduction. 2

Section 1: Critique of the three interview transcripts. 2

Section 2: Coding of the three interview transcripts. 3

Theme 1- Content marketing. 3

Theme 2- Automation. 4

Theme 3- Buyer behavior 4

Section 3: Options for further research. 5

Conclusion. 6

Reference List 7

Appendix A: 9

Introduction

This study deals with an interview that took place between three individuals at three different places. The main aim of the interview is to point down the likes as well as dislikes among the individuals who have the Malteasers (Arvanitis, DeligiannakisandVassiliou, 2012). The individuals answered that they loved the crunchy part of the chocolate and make them to buy on a daily basis. Another important factor that made the health cautious people attracted towards the consumption is the calorie part that is mentioned in the packet of Malteasers. As the company mentions the calorie part in bold letters, it creates a sense of trust factor in the minds of the people and they do not indulge in cheating the customers in any way.

The packaging part was liked by the females but most males do not like it that made a sense of differentiation. The female found the red color vibrant and also easy to locate in the stores. On the other hand, the males found the red color does not get suited with their manly personality (Patino, Pittaand Quinones, 2012). But a common judgment that was pointed out by all is that Malteasers is crunchy and delicious in taste. Individuals prefer this brand of chocolate as compared to others.

Section 1: Critique of the three interview transcripts

The first interview took place between Sam as an interviewer and Ryan as a respondent. The method of collecting data is face to face interview to understand the consumption pattern of the chocolate named as Maltesers (Atiaseet al. 2011). As the interviewer is a young student pursuing his second degree graduation, his view point related to chocolate was to consume it whenever possible but not a huge fan of it. He considered that eating chocolate symbolizes kiddish behavior so he likes to share it with friends and family. The words that he has selected to address the chocolate are, smooth, crunchy and delicious.The suggestion that was given by him during the interview process was that the brand should focus more on becoming a family product rather than for couples (Plunkett, 2014). He was of the opinion that sharing is a kind gesture so a big bar of chocolate will ensure to share with families and friends in order to spread love and affection.

The second interview took place between one of the respondent who is aged at 24 years and working in the marketing field as a popular retailer. The respondent here is health cautious and especially all his blog represents tips on fitness as well as health (Cova, Kozinetsand Shankar, 2012). He expresses his love towards chocolates and Malteasers is the favorite chocolate of him.As this brand clearly mention the calories on the packets, the respondent feel confident in consuming the chocolate. The respondent loves the crunchy part of the chocolate and he consumes it every single day. He suggested that if the chocolate is available in big bars, then it will be more beneficial for him because he can have it more with reduced price (Rosendo-Rios, de Esteban andAntonovica, 2012). As the packaging is done in red color, the respondent feels that it more of a female color. He finds the packaging of Yorkie to be more shiny and manly, but as far as Malteasers are concerned, the color red is more vibrant that gets attracted by the women only.

The third interview took place between interviewer and interviewee and the student under process was a marketing student at Kingston University. The interviewee buys chocolates on daily basis and mostly prefers milk chocolate with crunchy part into it. She is a big fan of Malteasers and if that chocolate is not available at stores, then she moves on to buy another chocolate that can have the same taste (Goffineta l .She is in love with the packaging system because it is red and vibrant and it is easy to locate in the stores. As the calories are written in bold letters, it provides a trust factor for the company because they are not in a habit of lying in any way. But the drawback that she found in packaging is that it opens too quickly in a sudden manner and kind of burst happens, that lead to spread of the chocolates all over the desk.

Section 2: Coding of the three interview transcripts

Quote for interview 1: Lover of chocolates

Theme 1- Content marketing

The content marketing that is practiced today is related to helpful nature, share worthy, searchable as well as path to conversion. The interview that was conducted was a face to face to interview in which both of them are expressing their views as well as opinions. As the discussion topic was a chocolate named as Malteasers and making effort to understand the likes as well as dislikes in the minds of the consumers (Gregg andKlymowsky, 2013). In other words, this chocolate was likeable by all and further the women grab the chocolate on daily basis just for the sake of packaging that is red in color. It is famous for its crunchy part and students usually have a habit to grab it from stores on a daily basis.

Quote 2: Crunchy chocolate

Theme 2- Automation

There is problem in the automation system and this is where the interview is conducted to understand the overview of the Malteasers and how far the consumers are happy consuming it. The chocolate actually did not focus on the packaging part as it burst out while it is open and it’s somewhat irritating (Yang and Cui, 2012). On other hand, consumers find it easy to identify because of its vibrant color as well. During the conduction of the interview, it was noticed that all age group will have different consumption pattern as far as chocolates are concerned (Gustafsson, Herrmann and Huber, 2013). There is a stereotype feeling that chocolates are mainly consumed by child but the case is even the young adults like to grab a bit. With the increased in technology, people wants to get connected with one another and this is not possible due to the hectic schedule. It is therefore understood that chocolate can connect two or more people because sharing takes place and that will ultimately give rise to love as well as affection. When we share chocolate with our family as well as friends, we actually tend to share the sweetness as well that will create spending quality time with them. A suggestion that was pointed out by one of the individual was that to come up with big bars of chocolate so that sharing becomes much easier as well as it is known that big packets will be cost effective.

Quote 3: Less calorie chocolate

Theme 3- Buyer behavior

The interview is mainly conducted to understand the buying behavior of individuals and the product under study was Malteasers. It was found that the individuals really like the Malteasers as compared to other chocolates. The individuals that are health cautious gets attracted with the consumption of this chocolate (Harwood andWard, 2013). In the pack of Malteasers, the calorie is mentioned to make the consumers aware and this helps in building trust with the company. The company is having a brand image and consumers are willing to purchase on a daily basis. Every company should plan marketing strategy in order to understand the needs as well as requirements of the consumers. The individuals have already built a trust factor in the company and are ready to consume it.

Section 3: Options for further research

The theme that was selected from the three interviews is the buyer behavior towards the consumption of chocolates (Witellet al. 2011). The main aim of the interview is to record the likes as well as dislikes of the chocolate and how far the consumers feel after having a bit of it. One of the respondent gave a suggestion that the campaign should focus on family branding by coming out with big bars where all can share and spread love as well as affection (Hausman, 2012).

The packaging part created a controversy because the males feel that they do not like the vibrant red color as it is not manly in nature. But as far as taste is concerned, they prefer Malteasers over other chocolates (McGivern, 2013). The females are of opinion that due to its red color, it is easy to locate and are more attractive to consume it. The buyers find it trustworthy because the company mentions the calorie on the packet that too in bold letters. There was also a question on what was the thing that goes around while having a chocolate. Mostly all answered that it takes them to the childhood days and make them eat it in a relax manner (Nunanand Di Domenico, 2013). The research can be further conducted on a wide scope where group of individuals are brought together and make them to taste different chocolates and point out the advantages as well as disadvantages.

Still, the company should conduct more interview session to understand the problems that are faced by each individual. The feedback taken by the individual will help the company to come up with innovative policies that will ultimately be beneficial in the revenue generation. Buyers always are ready to pay a price to grab a chocolate from the stores. When we were child, we often buy bundles of chocolates from the stores without even thinking of the pricing structure. But as we grow in life, we understand the value for money, and also get to know the fact those chocolates is for bringing a change in the mood of the consumers. The packaging of Malteasers actually attracts the customers as well as it can be recognized from distance. As the color red symbolizes love and affection, consumers often buy it in order to gift it to their dear ones. The calorie is on lower side as far as Malteasers are concerned, and this helps the health cautious person to have it more without getting worries over the weight gain factor.The buying behavior of individuals has to be given more attention by the marketers because they are the end users.

Conclusion

At the end of the study, it was noticed that different individuals have different thought process in relation with the consumption pattern of the chocolates that was named as Malteasers. Individuals often think that chocolates are directly connected with childhood memories. But individuals believe the fact that while having chocolates, they feel a sense of happiness to go back in the childhood days. As Malteasers has a crunchy and delicious taste, most individuals love grabbing a bit of it on a daily basis. The packaging in red color makes it more attractive and consumers feel it easier to grab it from the stores. The company actually build trust factor among the individuals because they aim at writing the calorie content on the packet of Malteasers.

Reference List

Arvanitis, A., Deligiannakis, A., and Vassiliou, Y. (2012, October).Efficient influence-based processing of market research queries. In Proceedings of the 21st ACM international conference on Information and knowledge management(pp. 1193-1202). ACM.

Atiase, R. K., Ajinkya, B. B., Dontoh, A. K., and Gift, M. J. (2011). The fundamental determinants of trading volume reaction to financial information: evidence and implications for empirical capital market research. Journal of Financial Research, 34(1), 61-101.

Cova, B., Kozinets, R., and Shankar, A. (2012). Consumer tribes.Routledge.

Goffin, K., Varnes, C. J., van der Hoven, C., and Koners, U. (2012). Beyond the voice of the customer: Ethnographic market research. Research-Technology Management, 55(4), 45-54.

Gregg, A. P., and Klymowsky, J. (2013). The Implicit Association Test in market research: Potentials and pitfalls. Psychology & Marketing, 30(7), 588-601.

Gustafsson, A., Herrmann, A., andHuber, F. (Eds.). (2013). Conjoint measurement: methods and applications. Springer Science & Business Media.

Harwood, T. G., and Ward, B. (2013). Market research within 3D virtual worlds: An examination of pertinent issues.

Hausman, J. A. (Ed.). (2012). Contingent valuation: A critical assessment. Elsevier.

McGivern, Y. (2013). The Practice of Market Research: An Introduction. Pearson Higher Ed.

McQuarrie, E. F. (2015). The market research toolbox: a concise guide for beginners. Sage Publications.

Nunan, D., and Di Domenico, M. (2013).Market research and the ethics of big data. International Journal of Market Research, 55(4), 505-520.

Patino, A., Pitta, D. A., and Quinones, R. (2012).Social media’s emerging importance in market research. Journal of Consumer Marketing, 29(3), 233-237.

Plunkett, J. W. (2014). Plunkett”s Sports Industry Almanac 2015: Sports Industry Market Research, Statistics, Trends & Leading Companies. Plunkett Research, Limited.

Rosendo-Rios, V., de Esteban, J., and Antonovica, A. (2012). MR: Development ofTheoretical Concepts for Market Research I and II. South Western, Cenage Learning. USA.

Witell, L., Kristensson, P., Gustafsson, A., and Löfgren, M. (2011). Idea generation: customer co-creation versus traditional market research techniques. Journal of Service Management, 22(2), 140-159.

Yang, A., and Cui, Y. (2012). Global coal risk assessment: data analysis and market research. World Resources Institute.

Appendix A: