HI6007: Business Research Proposal - Report Writing Assessment Answers

Problem Statement

The main objective of this business research proposal is to find out how marketable organic food products are in Australia in comparison to conventionally grown food products. The marketability of organic food products in contrast to conventionally grown food products in Australia is a researchable problem since before starting any business that involves organic products in any part of the country, it is significant to consider if the business will receive a ready market and how successful the business will be in turning in profits. To a large extent, the future of organic agriculture will be dependent on customer demand. As a result, it is of at most significance to comprehend a consumer oriented approach in terms of response to the shifting market dynamics. In order to extensively cover the topic on how marketable organic food products are in contrast to conventionally grown food products, there are several research questions that consumers need to respond to. These questions include:

1. How informed and knowledgeable are consumers about organic food products and conventionally grown food products?
2. How often do consumers purchase organic food or conventionally grown food products?
3. What is the one most significant aspect that facilitates their demand for the type of food product they purchase?
4. What major economic issues and considerations affect the consumers choice to purchase either organic food products or conventionally grown food products?

Literature Review

Studies on the marketability of organic food products as well as conventionally grown food products in Australia have been conducted before. The organic food industry in Australia is currently booming with a domestic worth of approximately 200-250 million in Australian dollars, annually, and a further 50-80 million annually in export. In addition, it has an expected annual growth of up to 60% (Organic Food, 2016). The retail value of the organic market in Australia in the year 2010 was estimated to be at least 1 billion Australian dollars (Jolly, 2011). There has been a global increase in the interest of organic food products in response to concerns raised regarding to conventionally grown food products, human health concerns and food safety. Majority of the studies that compare concepts of organic and conventionally produced food have been prompted by this increased interest (Loureiro & McCluskey, 2011).

In the market, organic food products compete with conventional alternatives. Despite the fact that a lot of organic food products demand an elevated price in contrast to their conventional alternatives, there are customers who continuously substitute conventional with organic products. The characteristics of organic food products demands a high price which suggests that consumers value such attributes highly compared to conventionally produced alternatives (Plochberger, 2010). The consumer demand for organic food products in Australia is growing at an annual rate of 20-30%. It is also approximated that about six out of ten households in Australia occasionally buy organic food products today. Organic food products are often more expensive in contrast to their conventional alternatives since organic farming basically operates on a smaller scale, and without the application of pesticides, herbicides and other chemicals, the overall yields are practically smaller (Sylverstone, 2013).

Research Design and Methodology

In order to successfully conduct this research, a qualitative approach is the most appropriate research design to adopt. This is due to the fact that a qualitative approach is useful, particularly where complex questions that cannot be answered by a yes or no hypothesis are involved (Louise & Mils, 2015). A qualitative research aims to generate comprehension from data as the analysis process proceeds. This approach will generate a more detailed and enriched set of data on a minimal number of participants. Conducting a qualitative study will create a platform for the researcher to use questions that are open-ended which can yield detailed data that highlights diversity. In addition, it will generate hypothesis and will be efficient in saving time and resources (Louise & Mils, 2015).

Sampling

The most suitable sampling method for this research is simple random sampling. Since this study aims to determine the marketability of organic food products in contrast to conventionally grown food products across Australia, using a simple random sample will ensure that each participant in the study is chosen at random and entirely at chance. Simple random sampling is an unbiased technique of sampling since each individual has the same chance of being selected as a participant in the study (Teddlie & Yu, 2012).

Data Collection

The conducting of face to face interviews and focus groups are the most relevant methods of data collection for this study. These interviews will be conducted at locations of the respondents choosing so as to create a suitable and comfortable environment for the participant to effectively answer the research questions. By conducting face to face interviews, the interviewer can screen the participant accurately and be able to judge whether the information provided is true or false (Rabiee, 2012). This will also enable the interviewer to capture verbal as well as non-verbal cues that can express the respondent’s level of uneasiness with the questions. The researcher will also have the ability to keep the respondents focused on the interview and in addition, will be able to capture behaviour and emotions. Focus groups involve the use of in-depth group interviews in which respondents are chosen as they are purposive in nature. Conducting focus groups as a data collection method creates a platform for free and open discussion that can result to the development of ideas that might be new and useful (Rabiee, 2012).

Analysis of Data

Data analysis will be carried out concurrently with data collection since a large amount of data is generated when face to face interviews and focus groups are conducted. The analytical process for the information collected will consist of five major stages which include familiarization, indexing, charting, mapping, and interpretation (Rabiee, 2012).

Ethics

Besides research being considered a significant tool in the shaping of programs and services, research may also involve in the collection, use as well as disclosure of data deemed personal. Therefore, before the commencing of this research, the researchers should be informed that it is their responsibility to carry out their research within an ethical framework. When conducting a research, the researchers follow an ethical code that strives to ensure that participants are treated respectfully, they are not misled or exposed to any risk, and that their personal data is kept confidential (Brace, 2013).

Expected Results

Considering the past research that has been conducted in this field, as well as the recent developments in knowledge and technology, there will be a significant number of individuals across Australia who prefers organic food products despite their high prices in the market. However, there will still be a large number of individuals who will still purchase conventionally grown food products due to their economic status or due to the lack of information on organic food products.