An Analysis of Carib Brewery Limited Interaction with its Customers

Research Proposal

June 2012 Marketing Research & Information ord Count! "#$%% &e'cluding appendices(

Marketing Information and Research CIM No.: 13319294

!C"#R#$I%N
I confirm that in forwarding this assessment for marking, I understand and have applied the CIM policies relating to word count, plagiarism and collusion for all tasks. This assessment is the result of my own independent work except where otherwise stated. Other sources are acknowledged in the body of the text, a bibliography has been appended and arvard referring has been used. I have not shared my work with other candidates. I further confirm that I have submitted an electronic copy of this assessment to CIM in accordance with the regulations.

Marketing Information and Research CIM No.: 13319294

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TASK ONE- Research Proposal

Background & Rationale. ... 1 Research Objectives .... 2

Approach & Method. 3 Reporting & resentation . ! "i#ing ... ! $ees .. %

TASK TWO- Focus Group Support Material

&uestionnaire.. .1' $ield Operational (uidelines. .1)

TASK THREE- Discussion Paper

Observation "echni*ues + M,ster, -hopping.. .1. Appendi/ 1 0 1o#pan, Background.22 Appendi/ 2 0 1urriculu# 2itae....23 Appendi/ 3 0 Re3erence 4ist...2) Appendi/ ) + Bibliograph, 2.

Marketing Information and Research CIM No.: 13319294

&#C)*R%+N , R#$I%N#"!
1arib Bre5er, 4i#ited 61B478 3ounded in 1%)98 kno5n then as the 1aribbean :evelop#ent 1o#pan, 61:178 is a leading provider o3 alcoholic & non0alcoholic beverages in "rinidad &"obago. ;t is a private li#ited co#pan,8 5ith over 2'' e#plo,ees< and #arkets over 1= brands. "he co#pan, operates in a business to business #arket environ#ent 5ith distinct custo#er categories as 3ollo5s> 1. On pre#ise> 5ere the product is consu#ed on the pre#ise o3 the business. $or e/a#ple8 bars8 restaurants or dance clubs 2. O33 pre#ise> 5here products are purchased but not consu#ed at the business. $or e/a#ple8 super#arkets8 3. ?holesalers> purchased in bulk 3or resale ). -ub distributors> distributes the products on behal3 on the bre5er, 1onse*uentl,8 1B4 3or #an, ,ears operated in a #onopolistic beer #arket8 being the sole #anu3acturer and distributor o3 beer throughout "rinidad & "obago. @o5ever8 5ithin recent ti#es8 brands such as @eineken ;nternational have entered the #arket creating direct co#petition 5hile capturing a siAeable portion o3 the 1B4Bs #arket share. ;n light o3 this8 1B4 5ould like to revisit the e33ectiveness o3 its current co##unication strategies to ensure that its level o3 custo#er service is Cup to parB 5ith international standards8 since the, are no5 co#peting 5ith an international co#pan, 5ith international principles and policies. $urther#ore8 1B4 5ishes to address one area in particular and that is8 its interaction 5ith custo#ers 5hether it is via telephone8 online or 3ace to 3ace. Over the past 3e5 ,ears itsB sta33 has e#plo,ed the sa#e co##unication techni*ues to interact 5ith its custo#ers8 5ith no real kno5ledge o3 5hether or not these t,pes o3 contacts are e33icient and e33ective. ;n order to address this issue8 1B4 has asked 4eg5ork Research 1o#pan, 4i#ited to produce a research proposal that identi3ies an, short 3alls in its current co##unication #ethods8 5ith the ai# to i#prove custo#er interaction. rior to the i#prove#ent or develop#ent o3 an, ne5 co##unication strategies8 4eg5ork 5ould like to gain a better understanding o3 1B4Bs custo#ers8 including but not li#ited to their perceptions to5ards previous contact #ethods. "his 5ill indicate i3 #ethods used 5ere satis3actor, or lacking and 5ill give assistance in selecting appropriate contact #ethods tailored to each o3 1arib Bre5er,Bs custo#er t,pes.

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Marketing Information and Research CIM No.: 13319294

"he general purpose o3 this research proposal is to i#prove the contact #ethods and the overall interaction 5ith 1arib Bre5er, and its custo#ers. "he #ain research objectives that 4eg5ork 5ishes to address are as 3ollo5s> 1 To i!enti"# $hat t#pe o" co%%unication &ari' (re$er# currentl# has $ith its custo%er )roups *i e on pre%ise+ o"" pre%ise+ $holesalers an! su' !istri'utor, This objective seeks to find out what methods of contact the brewery currently uses to communicate with each customer type, and why these methods were chosen. To e.a%ine custo%ers/ perceptions to$ar!s &ari' (re$er#/s co%%unication %etho!s This objective seeks to identify the views and opinions of Carib customers towards previous and current methods of contact; whether satisfactory, intrusive or lacking. (Customers: on premise, off premise, wholesalers and sub distributor . 0 To !eter%ine the t#pe o" interaction &ari' (re$er#/s custo%ers !esire This objective seeks to settle the preference of contact preferred in order to meet the needs of each type of Carib !rewery"s customers. 1 To e2aluate the %ost i%portant attri'utes o" e""ecti2e co%%unication %etho!s to ensure its use in the co%%unication 'et$een &(3 an! its custo%ers This objective seeks to assess the necessary characteristics involved when contacting customers in order to ensure the method used is productive and gives each customer total satisfaction.

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Marketing Information and Research CIM No.: 13319294

"his outlines the #ethod and approaches that 4eg5ork 4td 5ill appl, 3or collecting data 3or 1arib Bre5er,Bs research needs. "he suggested approach is to conduct both secondar, and pri#ar, research as 3ollo5s>

SE&ONDAR4 RESEAR&H
-econdar, research can be de3ined as in3or#ation that consists o3 sources o3 data and other in3or#ation collected b, others and archived in so#e 3or# 6-te5art and Da#ins 1%%37. Objectives to be ans5ered using secondar, research are 1 and 1 5nternal Secon!ar# Research 5ill be carried out 3irst and the sources to be used are> 1B4Bs E/isting 1usto#er :atabase 1B4Bs 1usto#er -atis3action results 1B4Bs 1usto#er 1o#plaints records 1B4Bs -ales olicies and rocedures ast Research conducted b, 1B4

The Purpose "or con!uctin) 5nternal Secon!ar# Research6 "hrough the availabilit, and access o3 such secondar, data8 greater insight 5ill be obtained on 1B4Bs custo#er co##unication process. "his 5ill be the ground 5ork 3or the research and should ease in the collection o3 pri#ar, research b, possibl, ans5ering so#e o3 the proble# areas. The Proce!ure6 4eg5ork 4td 5ill begin research 5ith the anal,sis o3 internal records to assess the in3or#ation alread, available through 1B4Bs custo#er databases. "his process 5ill 3or# the basis 3or the sa#ple that 5ill be used in the pri#ar, research process due to the provision o3 custo#er contact details o3 potential research respondents.

Also8 E.ternal Secon!ar# Research 5ill be conducted using the 3ollo5ing sources> ?ebsites o33ering sound research results on e33ective custo#er co##unication ublished articles on custo#er service and co##unication

The Proce!ure6 "his 5ill be gathered through the search o3 an, 5ebsites providing in3or#ation and anal,sis o3 custo#er service8 co##unication and satis3action. 4eg5ork 4td 5ill also inspect an, published data 5ithin the last 3 ,ears that #a, be relevant to this research< this #eans contacting publishers o3 such #aterial.

PR5MAR4 RESEAR&H

Marketing Information and Research CIM No.: 13319294

F ri#ar, sources produce in3or#ation tailored to ,our research needs0 direct8 hands on access to ,our topicG 62an R,s et al8 2'118 p3)7. "here are t5o #ethods o3 pri#ar, research that 4eg5ork proposes to use8 5hich are *ualitative and *uantitative. The purpose o3 this research is to provide 1B4 5ith current and up to date anal,sis on its custo#er co##unication process along 5ith the vie5s e/pressed b, the co#pan,Bs various custo#er t,pes.

7ualitati2e Research &ualitative research is a process o3 care3ul8 rigorous in*uir, o3 a particular subject8 topic or particular area o3 interest 6Mc 4eod8 2''27. "his is research that cannot be *uanti3ied and has to do 5ith peopleBs 3eelings8 e#otions or perceptions. "his t,pe o3 research 5ill be used to probe into the #inds o3 1arib Bre5er,Bs custo#ers 6participants o3 the research7. 7ualitati2e %etho!6 4eg5ork 4td is suggesting the use o3 both 3ocus groups and in0depth intervie5s.

Focus Group A $ocus (roup generall, consist o3 ! to 12 participants led b, a #oderator in an in0depth discussion on one particular topic or concept 6Mc :aniel8 1 and (ates8 R.8 1%%!8 p1'17. Accordingl,8 O'8ecti2e 1 5ill be ans5ered using this #ethod. 4eg5ork 4td 5ill intervie5 1B4Bs sta33 5hich consists o3 brand #anagers8 sale representatives8 deliver, drivers and loaders in order to obtain in3or#ation on the co#pan,Bs di33erent custo#ers and the interaction that these 3ront line sta33 #a, have 5ith the#. 9usti"ication "or usin) this %etho!6 Allo5s 3or #ore coverage< this #eans that onl, one 3ocus group needs to be conducted to gain insight on 1B4Bs custo#ers b, asking a li#ited a#ount o3 3ront line sta33 to participate in this research. 4ess ti#e consu#ing< can be covered in one session

Proce!ure "or Focus )roup !iscussion6 er3or#ed b, a highl, trained #oderator Ad#inistered 3ace to 3ace at 1B4 + one 3ocus group $ocus group discussion 5ill be voice recorded 5ith acco#pan,ing #oderator notes.

&hoosin) the Sa%ple "or the Focus Group6

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Marketing Information and Research CIM No.: 13319294

#opulation of interest: 1arib bre5er,Bs 3ront line sta33 $ample frame: Brand Managers8 -ales Representatives8 :rivers8 4oaders. $ample %ethod: &udgement sampling: A non0probabilit, sa#pling techni*ue. "his #ethod is chosen due to the sa#ple being readil, available 3ro# 1B4Bs sta33. "he sa#ple 5ill consist o3 5illing participants< based on the pro3essional opinion o3 4eg5ork 4td and respondents 5ill be chosen 3ro# each job categor, o3 the sa#ple 3ra#e. $ample $i'e: 3 3ront line sta33 #e#bers per job t,pe e*ualling a total o3 12 respondents 6Brand #anagers8 sales representatives8 drivers8 and loaders7. (ata analysis: the data 5ill go through 3 stages8 editing8 5hich #eans discarding inconsistent responses< tabulating8 5hich #eans totalling various responses< and interpreting8 5hich #eans sa,ing 5hat these 3igures #ean. Annotations 5ill be used 3or the anal,sis o3 this data 5ith the aid o3 graphs i3 responses are si#ilar.

5n-!epth 5nter2ie$ An in depth intervie5 is used to gather rich insight 3ro# respondents8 5hich is essential to understanding ,our custo#ersB behaviours 6@,#an8 M. h: and -ierra8 H. h:8 2'1'7. O'8ecti2es - and 0 5ill be ans5ered using this #ethod. 9usti"ication o" usin) in !epth inter2ie$s6 (eeper )nsight 0 Allo5s ,ou to probe deeper 5ith a participant8 in a relativel, short ti#e 3ra#e. ;t should take 4eg5orkBs intervie5er around 1' + 1= #inutes per respondent. *reater +le,ibility 0 ;n depth intervie5s allo5s 3or the intervie5er to co#e to the intervie5ee8 especiall, as 1B4Bs custo#ers are B2B custo#ers. -asier and +aster .ecruiting + 4eg5ork 4td opts 3or this #ethod as it has access to 1B4Bs custo#er database and ac*uiring participants is #uch easier. !etter .apport 0:ue to this being at participantsB business environ#ent the, can be #uch #ore co#3ortable and open to discussion. "his t,picall, leads to richer and deeper data being collected. +aster and Cheaper 0 "here is no need 3or a location to per3or# these intervie5s8 as 4eg5ork 4td 5ill send the intervie5er to each participantBs place o3 business

Proce!ure "or in !epth inter2ie$s6 er3or#ed b, a highl, trained intervie5er 65ith a background in ps,cholog,7 Ad#inistered 3ace to 3ace at the participantBs place o3 business ;ntervie5s 5ill be voice recorded 5ith acco#pan,ing intervie5erBs notes 6based on an, insights such a respondents bod, language7 :ates 3or these intervie5s 5ill have to be researched 6a3ter the vie5ing o3 1B4Bs internal custo#er records7 based on the nu#ber o3 participants and their availabilit,.

&hoosin) the sa%ple6 #opulation of interest: ?holesalers and 1B4Bs one sub distributor. "hese groups consist o3 1B4Bs long standing custo#ers8 5hich bring in #ost o3 1arib Bre5er,Bs pro3its
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Marketing Information and Research CIM No.: 13319294

6the !'I2' rule7 due to their purchases being in large *uantities 3or the interest o3 resale. 4eg5ork 4td has decided that it 5ould be 3ar easier to conduct in depth intervie5s 5ith these custo#ers as the, 3all into the t5o categories that are signi3icantl, s#aller than custo#ers that 3all into the other 2 categories i.e. 6on pre#ise and o33 pre#ise7. $ample frame: 1arib Bre5er,Bs custo#er database $ample %ethod: &udgement sampling: / non0probabilit, sa#pling techni*ue. "his #ethod is chosen due to the sa#ple being readil, available 3ro# 1B4Bs custo#er database. "he sa#ple 5ill consist o3 5illing participants< based on the pro3essional opinion o3 4eg5ork 4td and respondents 5ill onl, be chosen 3ro# the 5holesaler and 1B4 one distributor categor,. $ample $i'e6 $ive custo#ers 3ro# the 5holesaler categor, and 1B4Bs one sub distributor in "rinidad8 totalling . respondents (ata analysis: :ata 5ill go through 3 stages8 editing8 5hich #eans discarding inconsistent responses< tabulating8 5hich #eans totalling various responses< and interpreting8 5hich #eans sa,ing 5hat these 3igures #ean. Annotations 5ill be used 3or the anal,sis o3 this data 5ith the aid o3 graphs i3 responses are si#ilar.

7uantitati2e Research &uantitative research is the use o3 static or standardiAed *uestions. All respondents are asked the sa#e *uestions. $ollo5 up *uestions 6and skips7 can be designed into a *uestionnaire but intervie5ers are not allo5ed to stra, 3ro# the *uestionnaire 6?i##er and :o#inick8 2'1'7. "his is research that can be *uanti3ied8 i.e. e/pressed in nu#bers8 5hereb, the data is #ore structured than *ualitative research. 7uantitati2e %etho!6 A surve, 5ill be conducted using *uestionnaires 65hich is8 according to @ousden 62'1'78 a structured data collection #ethod involving a range o3 *uestion 3or#ats and co#pleted orall, or in print. ;t can be sel30co#pleted b, respondents or ad#inistered b, intervie5ers7. Objectives -+ 0 and 1 5ill be ans5ered using this #ethod. Purpose "or usin) this %etho! "his t,pe o3 research allo5s 3or relevant data to be collected b, asking *uestions speci3ic to 1B4Bs objectives 5hich can be anal,Aed statisticall,.

9usti"ication "or usin) the :uestionnaire techni:ue6 Relativel, ine/pensive co#pared to other surve, #ethods &uestions can be tailored to #eet 1arib Bre5er,Bs speci3ic objectives 1an be conducted 3airl, *uickl, Abilit, to surve, a relativel, vast nu#ber o3 persons

Proce!ure "or carr#in) out this t#pe o" research6 A trained 3ield o33icer 5ill ad#inister the *uestionnaires "ace to "ace. "his #ethod has been chosen to ensure *uestionnaires are 3ull, co#pleted and easil, collected. 4eg5ork is
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Marketing Information and Research CIM No.: 13319294

suggesting an incentive 3or each custo#er 6business7 that participates. "his incentive can be 3ree #erchandise to be given a5a, to their custo#ers since 1B4Bs pro#otional ite#s are al5a,s in de#and b, consu#ers. "he 3ollo5ing checklist 5ill be in e33ect 3or ad#inistering the *uestionnaires> E/planation and nature o3 surve, b, 4eg5orkBs intervie5er 1are 5ill be taken in se*uencing o3 each *uestion so as not to 3orce responses to later *uestions 3ro# the response o3 earlier ones. Both closed and open *uestions 5ill be asked to get *uantitative and *ualitative responses. Recording Responses + Responses 5ill be audio recorded and co#ple#ented 5ith 3ield notes b, the intervie5er. Jotes on observation such as bod, language 5ill also be included

&hoosin) the sa%ple6 #opulation of interest: On pre#ise and o33 pre#ise custo#ers. "hese t5o groups are chosen 3or this #ethod si#pl, because the, are larger in *uantit,< due to this 3act8 it 5ould be #uch #ore cost e33ective8 si#pler and 3aster to surve, these t,pes o3 custo#ers using the *uestionnaire techni*ue. $ample frame: 1arib Bre5er,Bs custo#er database $ample %ethod: &udgement sampling: A non0probabilit, sa#pling techni*ue. "his #ethod is chosen due to the sa#ple being readil, available 3ro# 1B4Bs custo#er database. "he sa#ple 5ill consist o3 5illing participants< based on the pro3essional opinion o3 4eg5ork 4td and respondents 5ill onl, be chosen 3ro# the on pre#ise and o33 pre#ise categories. $ample $i'e: A total o3 )' custo#ers8 62' on pre#ise custo#ers and 2' o33 pre#ise custo#ers7 (ata analysis: :ata 5ill go through 3 stages8 editing8 5hich #eans discarding inconsistent responses< tabulating8 5hich #eans totalling various responses< and interpreting8 5hich #eans sa,ing 5hat these 3igures #ean. 1ross tabulation and descriptive statistical anal,sis 5ill be used to anal,Ae this data.

Marketing Information and Research CIM No.: 13319294

R!/%R$IN* #N /R!(!N$#$I%N
All data collected through secondar, and pri#ar, research b, 4eg5ork 4td 5ill be presented to 1arib Bre5er, as 3ollo5s> )nterim .eports: "his 5ill be done via e#ails 3or the purpose o3 updating ke, #e#bers o3 1arib Bre5er,Bs #anage#ent on research progress. "hese reports 5ill be sub#itted a3ter co#pletion o3 each phase o3 the research 6i.e. secondar,8 pri#ar, *ualitative8 pri#ar, *uantitative7. A3ter such8 an outline o3 a o5er oint presentation 5ill be created 3or approval< once approved a 3or#al presentation o3 all 3indings. 0ral #resentation: A one0 hour 3or#al presentation 5ill be delivered based on co#plete research 3indings and 5ill be presented at 1arib Bre5er,. "his presentation 5ill be acco#panied b, o5er oint slides and ti#e 5ill be allotted 3or *uestions. "hree hard copies o3 the report 5ill be sub#itted and a so3t cop, 5ill be sent via e#ail to all senior #anage#ent.

$IMIN*
"he anticipated ti#e to conduct this #arket research is appro/i#atel, 1' 5eeks. -ee belo5 3or breakdo5n. Activit, 1ontact Meeting Adjust#ent to Research #eeting Secon!ar# Research roposal 3ollo5ing contact "i#ing 6Ju#ber o3 5eeks7 1 2 3 ) = . 9 K K K K ! % 1'

:esk Research :ata entr, and anal,sis o3 :esk Research E#ail Report o3 :esk Research Pri%ar# Research $ocus group 5ith 1B4Ls custo#er contact sta33 :ata entr, and anal,sis o3 3ocus group E#ail Report o3 3ocus group :evelop ;n depth ;ntervie5 guide 1onduct ;n depth intervie5 :ata entr, and anal,sis o3 ;n0depth intervie5 E#ail Report o3 ;n0depth intervie5 :esign &uestionnaire "est &uestionnaire Ad#inister &uestionnaire :ata entr, and anal,sis o3 *uestionnaire E#ail Report on &uestionnaire 1o#pile $inal Report

K K

K K

K K

K K K K K K

K K K K K K K K K
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Marketing Information and Research CIM No.: 13319294

resentation at 1arib Bre5er, E#ail $inal Report on all Research $indings

K K

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$ees *uoted belo5 are vat e/clusive. "he 3ees are subject to the assu#ptions contained in the proposal and 4eg5ork 4td reserves the right to adjust these 3ees should an, assu#ptions prove to be incorrect. "he invoices 3or the research 5ill be presented 5ith the 3inal report8 in 5hich ,ou have 3' da,s to pa,.

Acti2it#
:esk Research

Description
1= hours senior e/ecutive 6 M1'8'''7 3' hours junior e/ecutive 6M%8'''7 M.8''' allotted to purchase access an, relevant reports $ace to $ace intervie5s 5ith 12 o3 1B4Ls 3ront line sta33. 61' #in per intervie57 . ;n 0 depth intervie5s 6 1= #in per intervie57 Appro/i#ate total o3 3 N hours 6 M 18''' per hour7 6All intervie5s are cra3ted8 conducted and anal,Aed b, a highl, trained intervie5er7 $lat 3ee M 1=8'''

&osts
""M 2=8'''.''

&ualitative Research

""M 1!8 =''.''

""M &uantitative Research )' $ace to $ace *uestionnaires 2)8.''.'' 6*uestionnaires are cra3ted8 conducted and anal,Aed b, 2 highl, trained intervie5ers appro/. 2) hours7 M 18''' per hour rinting 1ost 3or *uestionnaires 6M .''7 O6no incentive cost8 as incentive is 1B4 o5ned< i.e. #erchandise and or %2 cases P2 cases eachQo3 1B4Ls beverage o33erings7 ""M Entr, o3 data :ata entr, o3 all research 3indings 63 hours desk research7 6= hours *ualitative research7 6 = hours *uantitative research7 $lat 3ee M !8''' rinting costs 3or 3 hard copies on 3inal report. i.e. all research 3indings !8'''.''

""M resentation 1osts 1o##ission $ee 1='.'' ""M 1=8'''.''

TT; Total G(P E:ui2alent? @<+1-= <1+-=> >>

) ord count! $#*+",

Marketing Information and Research CIM No.: 13319294

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Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

1+!($%NN#IR! "he purpose o3 this *uestionnaire is to e/plore the attitudes and perceptions to5ards 1arib Bre5er,Bs current #ethods o3 co##unication 5ith its custo#ers8 in an e33ort to #ake an, necessar, i#prove#ents in the 5a, our co#pan, interacts 5ith our custo#ers.

Section A: About You!

Q1. What company do you work for?

Q2. Are you the owner of the company? )f yes, skip 12. Yes o

Q!. What is your "ob position?

Q#. Which business type does your company fa$$ under? %n premise 6product is consu#ed on site7 %ff premise 6product is consu#ed o33 site7

Section &: Your 'iews About (ommunication #lease tick bo,es that most closely match personal opinions.
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Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

Q). *ow important is proper communication to you? +,treme$y -mportant 'ery -mportant Somewhat -mportant ot -mportant . ;3 ,ou have ticked this response8 skip &9

Q/. What do you think are important characteristics of effecti0e communication? #lease choose (or tick a ma,imum of 2. Approach ($arity 1edium 2imin3 Accuracy Quick 4esponse

Q5. *ow wou$d you describe the use of these two contact methods? 6hone (a$$s: 'ery 7ood Satisfactory either Satisfactory nor 8issatisfactory Annoyin3

9ace to 9ace 'isits: 'ery 7ood Satisfactory either Satisfactory : nor 8issatisfactory Annoyin3

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Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

Section (: About your interaction with (arib &rewery

Q;. *ow wou$d you rate your current re$ationship with (arib &rewery? 'ery 7ood 6oor 7ood 'ery 6oor Acceptab$e

Q1<. *ow wou$d you rate your (arib &rewery=s Sa$es 4epresentati0e communication ski$$s on a sca$e from 1 . >? 1 'ery 2 6oor ! Acceptab$e # 7ood > 'ery 6oor 7ood

Q11. *ow wou$d you rate (arib &rewery=s de$i0ery ser0ice? 3here 4 is very poor and 5 is very good.

2ime$y 8e$i0ery

1 1

2 2

! !

# #

> >

Attitude of de$i0ery staff

(orrect stock de$i0ered

>

Q12. *ow are you current$y contacted by (arib &rewery? 6hone (a$$s 9ace to 9ace 'isits &oth

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Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

Q1!. Are you satisfied by the way you are contacted by (arib &rewery? )f yes, please skip 146 Yes o

Q1#. -f o? how wou$d you $ike to be contacted by (arib &rewery?

2hank you for your time!

?ord 1ount P32.Q

%/!R#$I%N#" *+I !"IN!(

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Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

Reco%%en!ation A 9usti"ication
;t is the reco##endation o3 4eg5ork that *uestionnaires be ad#inistered 3aced to 3ace 5ith t5o highl, trained 3ield o33icers. "his is to ensure that data is collected and that *uestionnaires are properl, co#pleted. "he use o3 t5o 3ield o33icers 5ill be to ensure that the co#pleted *uestionnaires are received in a ti#el, #anner so that the, can be anal,sed. "he guidelines outlined belo5 5ill assist in the assurance that the correct respondents are chosen8 data accurac, is increased8 response rates are #a/i#iAed and the conduction o3 the surve, is in accordance 5ith the pro3essional codes o3 conduct.

Selectin) the &orrect Respon!ents

4eg5ork 5ill need access to 1arib Bre5er,Bs custo#er database to obtain the co#pan,Bs e/isting custo#ers b, custo#er t,pe. Rsing a non0probable judge#ent sa#pling techni*ue8 the respondents #atching the 3ollo5ing criteria 5ill be selected> 1usto#ers that 3all into the on pre#ise and o33 pre#ise categories onl,. 1usto#ers o3 these groups that have opted to be part o3 the surve, a3ter being contacted b, 4eg5ork on the purpose o3 this research. "5ent, on pre#ise and t5ent, o33 pre#ise custo#ers.

The Ma.i%iBation o" Response Rates

"he response rates are esti#ated to be %'ST suggesting that al#ost all *uestionnaires 5ill be co#pleted as it 5ill be ad#inistered 3ace to 3ace and the purpose o3 this research co##unicated to potential participants. Other #ethods to ensure responses are #a/i#iAed> An incentive o3 1B4Bs pro#otional #aterial 5hich can be used b, both custo#er groups 3or their o5n pro#otions. As stated in the research proposal8 #an, o3 1B4Bs consu#ers are highl, 3ound o3 their #erchandise and as such it is al5a,s in de#and. &uestionnaire 5ill be ad#inistered at custo#ersB place o3 business so there are no hassles 3or participants to #eet intervie5ers an,5here. ;ntervie5ers 5ill go to participants. articipants 5ill be allo5ed the option o3 selecting 3ro# a list o3 dates and ti#es #ore convenient to the# 3or the conduction o3 the *uestionnaire.

The Ma.i%iBation o" Data Accurac#

1=

Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

Ensuring correct data is collected is o3 high i#portance to the success o3 this research so in order to #a/i#iAe this8 the 3ollo5ing 5ill be per3or#ed> 4eg5ork 5ill carr, out a pilot testing o3 the *uestionnaire and check 3or an, con3using or #isleading *uestions. "his test *uestionnaire 5ill be sent at rando# to 2' #e#bers o3 the public that are business to business pro3essionals to gauge the success o3 the *uestionnaire design. "his 5ill also present the opportunit, 3or the testing o3 4eg5orkBs data input accurac,. "he conduction o3 the *uestionnaire per3or#ed 3ace to 3ace b, highl, trained intervie5ers 5ill ensure all *uestions set are correctl, understood and ans5ered b, all participants. "he input o3 data co#pleted 3ro# co#pleted *uestionnaires 5ill be per3or#ed b, an e/perienced data entr, clerk 5ith enough ti#e allotted to #ini#iAe hu#an error due to tediousness. "he entered entries 5ill then be crossed checked 5ith actual co#pleted *uestionnaire to #ake certain all 5ere entered 3or anal,sis.

A!herence to the Pro"essional &o!es o" &on!uct

4eg5ork 4td is a #e#ber o3 the Market Research -ociet, and has to abide to the MR1ode o3 1onduct to guarantee all ele#ents o3 the surve, are per3or#ed in an ethical and pro3essional #anner. "he researchers that 5ill be 5orking on 1B4Bs research are 3a#iliar 5ith the MR- codes o3 conduct and 5ill appl, it to ever, area o3 their re*uired tasks< ho5ever a re3resher on these guidelines 5ill be given to 4eg5orksB researchers to ensure proper adherence be3ore an, research 3or 1B4 begins and a cop, o3 the MR- code 5ill be e#ailed to 1arib Bre5er,. -o#e o3 the #ain applicable points o3 the MR- 1ode o3 1onduct are> The #rinciples of the %.$ Code of Conduct oint 1 +> Researchers shall ensure that their participation in their activities is based on voluntar, in3or#ed consent. oint % 0 > Researchers shall ensure that their pro3essional activities are conducted b, persons 5ith appropriate training8 *uali3ications and e/perience.

The %.$ Code of Conduct A3 0> Me#bers #ust act honestl, in dealings 5ith respondents8 clients 6actual or potential7 e#plo,ers8 e#plo,ees8 sub0contractors and the general public.

P?OR: 1ORJ"> .!9Q

1.

#udience:

0his discussion paper is meant for the Chairman of Carib Brewery# 2'ecuti/e Management 0eam and the 3ales & Marketing Manager4

Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

/ur2ose: 0o discuss the potential role of implementing a mystery shopping programme for Carib Brewery5 in order to monitor the future 1uality of contacts between the company6s sales representati/es and its customers4

-iscussion Paper
.bser/ation 0echni1ues

9une ->1Wor! &ount6 1+0==

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Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

!3ecuti4e (ummar5
"his discussion guide 5as co##issioned to e/a#ine the relevance o3 i#ple#enting a #,ster, shopping observation techni*ue 5ithin 1arib Bre5er, in order to #onitor the 3uture *ualit, o3 contacts bet5een 1B4 and its custo#ers. M#ster# Shoppin) 0 trained individuals acting as prospective custo#ers in order to observe8 e/perience and #easure the custo#er service process. Esta'lishin) an! %aintainin) a %#ster# shoppin) pro)ra%%e 0 this is a series o3 steps 5hich involves> selection and evaluation o3 the provider 0 this is the intervie5 stage o3 #,ster, shopping co#panies in order to select the best one to suit 1B4 needs < designing the #,ster, shopping progra##e + the identi3ication o3 an, short3alls or dra5backs in 1B4Bs current custo#er contact #ethods< launching the #,ster, shopping progra##e + the progra##e 5ill be carried out over a series o3 da,s8 allo5ing 3or the #ost accurate data to be collected< appraising the #,ster, shopping progra##e + #,ster, shoppers 5ould be provided 5ith CcheckpointsB 3ro# 1B4 in order to e33ectivel, #easure the custo#er contact service provided.

A!2anta)e o" esta'lishin) a %#ster# shoppin) pro)ra%%e + abilit, to vie5 1arib Bre5er,Bs contact *ualit, service through the e,es o3 the custo#er. Disa!2anta)e o" esta'lishin) a %#ster# shoppin) pro)ra%%e + the reliance o3 the #,ster, shopper #e#or, and personal de#eanour could a33ect the accurac, o3 the surve,. E2aluation o" the appropriateness o" a %#ster# shoppin) pro)ra%%e + it is reco##ended that 1B4 i#ple#ents the #,ster, shopping observation techni*ue as it has several bene3its i3 used correctl,. "he progra##e can be used to periodicall, check the 5ork per3or#ance o3 1B4 sales representatives. "he 3indings o3 the progra##e can also be used to i#prove custo#er co##unication contact and overall deliver, service. Ne.t Steps + $or#al #eeting bet5een 4eg5ork 4td and 1arib Bre5er, to begin the i#ple#entation o3 the #,ster, shopping progra##e.

1!

Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

&ackground Information
1arib Bre5er, 4td operated 3or #an, ,ears in a #onopolistic beer #arket8 being the sole #anu3acturer and distributor o3 beer throughout "rinidad & "obago. Although in #ost recent ti#es8 brands such as @eineken ;nternational have entered the #arket creating direct co#petition 5hile capturing a siAeable portion o3 the 1B4Bs #arket share. :ue to this 3act8 1B4 5ould like to revisit the e33ectiveness o3 its current co##unication strategies 5ith its custo#ers in order to recapture #arket share and re#ain a top selling beer #anu3acturer in "& "< as previousl, no #ethods 5ere i#ple#ented to check the e33icienc, or e33ectiveness o3 the current contact #ethods o33ered< phone calls and trade visits. "he evaluation o3 the #,ster, shopping observation techni*ue is si#pl, a surve, #ethod to be looked at to 3ind out its appropriateness to the business in 5hich 1arib bre5er, operates and 5hether or not it 5ill be bene3icial based on the organiAationBs current issue.

1%

Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

I(C+((I%N /%IN$(
6hat is M5ster5 (ho22ing7
M,ster, -hopping is de3ined b, the MR- 61%%97 as Fthe use o3 individuals trained to observe8 e/perience and #easure the custo#er service process8 b, acting as a prospective custo#er and undertaking a series o3 predeter#ined tasksG. M,ster, shopping progra##es are usuall, used 3or *ualit, control< a 5a, to ensure the co#pan,Bs code o3 conduct is being adhered to b, its e#plo,ees 5hen serving its custo#ers. ;n conte/t to 1arib Bre5er,8 this #a, be done through #,ster, shoppers being hired to contact 1B4 sales representatives under the guise o3 being potential custo#ers in an e33ort to test their co##unication skills 3or an, 5eak points in the service deliver,.

!sta89ishing and maintaining a M5ster5 (ho22ing /rogramme

$tep 4: $election and -valuation of the #rogramme #rovider "his is the 3irst stage o3 the #,ster, shopping progra##e process8 5here 1B4 5ould per3or# the identi3ication and intervie5ing o3 a #ini#u# o3 three #,ster, shopping providers. Re3erences o3 current and past clients should be re*uested and the selection o3 a #,ster, shopping co#pan, should be based on its capabilities8 *ualit,8 pricing and e/perience. Ensure the selected #,ster, shopping provider has a reasonable siAe o3 #,ster, shoppers and their pro3iles diverse8 so that none are easil, recogniAed and 3it in easil, 5ith 1B4Bs e/isting custo#er pro3iles. $tep 7: (esigning the %ystery $hopping #rogramme "he design on the #,ster, shopping progra##e relies on the purpose 3or this progra##e. ;n the case o3 1arib Bre5er,8 this 5ill be to identi3, an, short3alls or dra5backs in its current co##unication #ethods 5ith custo#ers. ?ith a clear purpose identi3ied8 a list o3 checkpoints can be outlined 3or #,ster, shoppers to 3ind out during the custo#er e/perience8 so that the right t,pe o3 in3or#ation is obtained. $or e/a#ple8 1arib Bre5er, #a, 5ant to kno5 i3 a custo#er is greeted 3riendl, and sincerel, and i3 responses to *uestions asked are *uickl, and e33ectivel, ans5eredU $tep 2: 8aunching the %ystery $hopping #rogramme "he #,ster, shopping progra##e should take place 3or a series o3 da,s8 so that there is no uncertaint, in #,ster, shoppersB 3eedback such as8 an e#plo,ee #a, have had a bad da,8 this 5a, a 3air and accurate picture o3 1B4 sales representativesB co##unication skills can be provided. "he #,ster, shopper should be given a checklist or script o3 co##on scenarios 5hich 5ill be used to evaluate 1B4 sales sta33. Also a 3or#at o3 ho5 the 3eedback should be presented 5hether narrative or strictl, objective. "he conduction o3 this progra##e can be via telephone as it is the nor# 3or 1B4Bs sales tea# to contact or be contacted b, custo#ers using this co##unication #ethod.

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Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

$tep 6: /ppraising the %ystery $hopping #rogramme 1heckpoints given to #,ster, shoppers b, 1arib Bre5er, 5ould have acted as a guide as to 5hat t,pe o3 in3or#ation 5as re*uired. "he #,ster, shopper 5ill then #easure the level o3 custo#er service based on speci3ic details o3 the custo#er e/perience and sub#it this in3or#ation in the 3or# o3 a report. ;t is advised that 1B4 selects a #,ster, shopping co#pan, that provides reco##endations based on the report sub#itted8 so that the bene3its o3 this research #ethod is e33ectivel, harnessed. "he reco##endations 5ould be suggestions that the #,ster, shopping co#pan, believes 1arib Bre5er, should i#ple#ent based on the report 3indings. $or e/a#ple8 i3 the 3indings concluded that the co##unication service provided b, 1B4Bs sales sta33 is ver, poor8 then the, #a, reco##end developing a set o3 custo#er service standards.

#d4antages of !sta89ishing a M5ster5 (ho22ing /rogramme

i. ii. iii. iv. v. "he abilit, to vie5 1arib Bre5er,Bs contact *ualit, service through the e,es o3 the custo#er. An accurate audit o3 1B4Bs sales tea# depart#ent. An e/tensive anal,sis o3 1B4Bs sales tea# depart#ent8 5hich 5ould provide details on 5hat 5orks in the custo#er contact service process and 5hat does not. "he 3eedback 3ro# #,ster, shoppers can help to 3ine tune 1B4Bs custo#er contact service #uch #ore e33icientl, than other assess#ents #ight. ;t can be used to appraise the contact service o3 1B4Bs sales sta33.

isad4antages of !sta89ishing a M5ster5 (ho22ing /rogramme i. E#plo,ees #a, vie5 it as threatening 0 a #ethod used b, #anage#ent to check on per3or#ances 3or the purpose to instigate so#e 3or# o3 disciplinar, action rather than a need 3or sta33 develop#ent or training. "he reliance o3 the #,ster, shopper #e#or, and personal de#eanour could a33ect the accurac, o3 the surve,. As 5ith all sa#pling #ethods it o33ers onl, a snapshot o3 the service o33ered 5hich #a, or #a, not be representative o3 the 1B4 sta33 3orce. Even i3 the #,ster, progra##e is i#ple#ented and results are given 5ith reco##endations on 5a,s to i#prove 1B4 custo#er contact service8 3or the sales sta338 the process novelt, #a, *uickl, 5ear o33 and so the bene3its #a, be short lived.

ii. iii. iv.

!4a9uation of the a22ro2riateness of a M5ster5 (ho22ing /rogramme Based on the points discussed in this paper 4eg5ork 4td 5ould reco##end the use o3 a #,ster, shopping progra##e at 1arib Bre5er, as it can be bene3icial 3or the appraisal o3 the current custo#er contact co##unication service currentl, provided. 4eg5ork also advises that 1B4 in3or#s sta33 that #,ster, custo#ers #a, be used periodicall, to check their service deliver, per3or#ance. "his ensures that the appraisal #ethod is used ethicall,. ;n addition8 sta33 should be in3or#ed on the objective and the intended use o3 the #,ster, shopping progra##e. ;3 used correctl,8 the bene3its o3 the #,ster, shopping progra##e to 1arib Bre5er, can be as 3ollo5s>
21

Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

i. ii. iii. iv.

E33ective 3eedback on salesB sta33 contact co##unication skills. "he kno5ledge o3 ho5 to use the 3indings to i#prove custo#er co##unication contact and overall deliver, service. Abilit, to provide an all0enco#passing guide to sales sta33 on ho5 to co#petentl, service and satis3, each t,pe o3 custo#er. "he use o3 3indings to re5ard and recogniAe co#petent sales sta33 that can be pro#oted to train junior sales representatives or trainees 3or the purpose o3 ensuring a high standard o3 custo#er service deliver,.

(+MM#R:
M,ster, -hopping is de3ined b, the MR- 61%%97 as Fthe use o3 individuals trained to observe e/perience and #easure the custo#er service process8 b, acting as a prospective custo#er and undertaking a series o3 pre0deter#ined tasksG. "he tasks involved in establishing and #aintaining a #,ster, shopping progra##e includes> selection and evaluation o3 progra# provider8 designing the #,ster, shopping progra##e8 launching the #,ster, shopping progra##e and appraising the #,ster, shopping progra##e. Advantages o3 establishing a #,ster, shopping progra##e< this included the abilit, to vie5 1arib Bre5er, custo#er contact approach through the custo#ersB perspectives. :isadvantages o3 establishing a #,ster, shopping progra##e< this included that the sa#pling #ethod onl, o33ers a pro3ile o3 the service o33ered 5hich #a, or #a, not be representative o3 1B4 sales sta33. "he #,ster, shopping progra##e #a, be appropriate 3or 1arib Bre5er, as it can be used as an appraisal o3 the current custo#er contact service.

Ne3t (te2s
;n order to proceed 5ith the i#ple#entation o3 this #,ster, shopping progra##e8 5e at 4eg5ork 4td 5ould like to set up a 3or#al #eeting 5ith all parties addressed in this discussion paper8 so as to set a reasonable budget8 outline speci3ic checkpoints to act as a guide 3or #,ster, shoppers and decide on the ti#eline in 5hich this observation techni*ue is to be carried out.

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Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

#//!N I; 1
C%M/#N: &#C)*R%+N H5STOR46
;n Hul, 1%)9 the 1aribbean :evelop#ent 1o#pan, 4i#ited 61:17 5as 3or#ed 5ith seven persons8 the bre5er, later changed its na#e in 1%=' to 1arib Bre5er, 4i#ited 61B47 a3ter the launch o3 the a5ard 5inning 1arib lager beer. Jearl, =. ,ears later8 the bre5er, e#plo,s over t5o hundred e#plo,ees and produces over 18'''8''' hectolitres o3 product annuall,.

THE (RAND6
1arib Bre5er, is a 5ell0kno5n entit, in the "rinidad #arket8 #ainl, 3or being Fho#e gro5nG and previousl, being the sole bre5er and bottler o3 beer and stout in "rinidad. ;tBs #ost kno5n 3or the launch o3 its o5n beer8 1arib lager beer in 1%='< be3ore 5hich 3oreign beers 5ere available to the population but 5ith the advent o3 1arib8 the i#ported beers began to disappear 3ro# the #arket as 1arib beerBs popularit, increased.

PRODC&TS6
"otal o3 1= brands8 so#e are develop#ents o3 1B4Bs beverage line and so#e are ac*uired through 3or#ed international partnerships. BA""ERV B4A1D ?O4$ 1AR;B BEER 1AR;B ;4-JER 4;(@" (;J-EJ( R (R;JJE-MA1DE-OJ MA4"A 1AR;B O4AR BEER ROVA4 EK"RA -"OR" -@AJ:V 1AR;B -MA4"A -M;RJO$$ ;1E -"A( BEER R4"RA MA4"

&CSTOMER (ASE6
1arib Bre5er, 4i#ited operates in a business to business #arket and has 3our custo#er categories> On pre#ise> product consu#ed on site 6e.g. bars7 O33 pre#ise> product not consu#ed on site 6e.g. super#arkets7 ?holesalers> purchased in bulk 3or resale -ub distributors> distributes on behal3 o3 the bre5er,

POS5T5ON 5N THE TR5N5DAD MARKET6

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Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

1arib Bre5er, is the W1 bre5er, in "rinidad8 ho5ever 5ith the entries o3 international beer brands such as @eineken8 1B4 has lost signi3icant #arket share to these 3oreign co#petitors.

#//!N I; 2
C+RRIC+"+M .I$#!

4eg5ork 4td 5as established in 1%%=8 and is operated in "rinidad. 4eg5orkBs director 5ho has 5orked #an, ,ears in the #arket research 3ield 5ill lead this 1B4 project8 5here his specialist techni*ues 5ill be applied throughout. rior to establishing 4eg5ork 4td he 5orked 5ith leading international research agencies and has studied in the RD8 Rnited -tates and $rance. "he da, to da, responsibilities 5ill be headed b, the associate director. -he has joined the co#pan, in 1%%9 a3ter 5orking 5ith three other leading research co#panies. -ince her arrival she has success3ull, overseen #an, projects8 so#e o3 the# in this sector. All o3 4eg5ork 4td intervie5ers are trained and supervised< and all senior e/ecutives have at least . ,ears 5ork e/perience. $or 3urther credentials8 please visit 555.leg5orkltd.co#

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Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

#//!N I; 3
R!'!R!NC! (-!!$

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Allison+ P *->><, %ystery $hopper motivations and the presence of the motivation crowding. Rniversit, o3 1entral $lorida. (l#the+ 9 *->>17 %arket -ssentials 1;M 1ourse book8 3rd ed. $inancial "i#es> rentice @all. &ohen+ 3 et al *->>D, .esearch %ethods in -ducation, 9th ed. O/on8 Rout ledge Gillian+ ( *->>E, 0bservation Techni:ues: structured to unstructured. Michigan8 1ontinuu# ;nternational Hous!en+ M *->1>7 %arket )nformation and .esearch 1;M 1ourse book8 2nd ed. O/3ord> Elsevier 4td. H#%an+ M PhD an! Sierra+ 9 PhD *->1>7 %arketing .esearch ;it for (ummies. ;ndiana8 ?ile, ublishing ;nc.8 p.2=' Mc Daniel+ & an! Gates+ R *1<<E, %arketing -ssentials, 2nd ed.8 Ohio8 -outh ?estern 1ollege ublishing. Mc 3eo!+ 9 *->>-, 1ualitative .esearch in Counselling and #sychotherapy. 1ali3ornia8 -age ublications ;nc. M#i8s+ D *->>1, (oing 1uantitative .esearch in -ducation with $#$$. ublications 4td 4ondon8 -age

Pearson et al *->>D, %anaging #eople, +inance and %arketing. 2olu#e 2nd ed.8 (reat Britain> earson Education 4td.8 p..'! + .2). Sil2er%an+ D *->>1, 1ualitative .esearch: Theory, %ethod and #ractice, 7nd ed. 4ondon8 -age ublications 4td Ste$art+ D an! Ka%ins+ M *1<<0, $econdary .esearch: )nformation $ources and %ethods, 2nd ed.8 1ali3ornia8 -age ublications ;nc. Fan R#s+ 9 et al *->117 The .esearch 3riter: Curiosity, discovery, (ialogue. R-A8 ?ads5orth + 1engage 4earning Wi%%er+ R an! Do%inicG+ 9 *->1>, %ass %edia .esearch: /n )ntroduction, %th ed. R-A8 ?ads5orth + 1en gage 4earning
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Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

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(ro$n+ & *->1>, <ow to $et =p a %ystery $hopping #rogram. ;nc. http>II555.inc.co#IguidesI2'1'I1'Iho50to0set0up0a0#,ster,0shopping0progra#.ht#l XAccessed .th Ma, 2'12Y &a%pus Helsin)'or!. The )mpact of %ystery Customers on -mployees. http>II555.ep.liu.seIecpI'2.I'==Iecp'92.'==.pd3 XAccessed on .th Ma, 2'12Y

&houthi+ S *->>E, Carib wary of global mergers. "rinidad (uardian PonlineQ8 http>IIlegac,.guardian.co.ttIarchivesI2''!0'!02!Ibusiness3.ht#l XAccessed !th April 2'12Y

http>II555.god3re,.co#I@o50?e0"hinkIB2B0;nsights0BlogIResearchI;n0depth0intervie5ing0 art02.asp/ XAccessed !th April 2'12Y

http>II555.#rs.org.uk XAccessed 2%th April 2'12Y

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Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

#//!N I; 4
&I&"I%*R#/-:

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Allison+ P *->><, %ystery $hopper motivations and the presence of the motivation crowding. Rniversit, o3 1entral $lorida. (l#the+ 9 *->>17 %arket -ssentials 1;M 1ourse book8 3rd ed. $inancial "i#es> rentice @all. Hous!en+ M *->1>7 %arket )nformation and .esearch 1;M 1ourse book8 2nd ed. O/3ord> Elsevier 4td. H#%an+ M PhD an! Sierra+ 9 PhD *->1>7 %arketing .esearch ;it for (ummies. ;ndiana8 ?ile, ublishing ;nc.8 p.2=' Mc Daniel+ & an! Gates+ R *1<<E, %arketing -ssentials, 2nd ed.8 Ohio8 -outh ?estern 1ollege ublishing. Mc 3eo!+ 9 *->>-, 1ualitative .esearch in Counselling and #sychotherapy. 1ali3ornia8 -age ublications ;nc. Pearson et al *->>D, %anaging #eople, +inance and %arketing. 2olu#e 2nd ed.8 (reat Britain> earson Education 4td.8 p..'! + .2). Ste$art+ D an! Ka%ins+ M *1<<0, $econdary .esearch: )nformation $ources and %ethods, 2nd ed.8 1ali3ornia8 -age ublications ;nc. Fan R#s+ 9 et al *->117 The .esearch 3riter: Curiosity, discovery, (ialogue. R-A8 ?ads5orth + 1engage 4earning Wi%%er+ R an! Do%inicG+ 9 *->1>, %ass %edia .esearch: /n )ntroduction, %th ed. R-A8 ?ads5orth + 1engage 4earning

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Marketing ;n3or#ation & Research 1;M Jo.> 1331%2%)

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(ro$n+ & *->1>, <ow to $et =p a %ystery $hopping #rogram. ;nc. http>II555.inc.co#IguidesI2'1'I1'Iho50to0set0up0a0#,ster,0shopping0progra#.ht#l XAccessed .th Ma, 2'12Y &a%pus Helsin)'or!. The )mpact of %ystery Customers on -mployees. http>II555.ep.liu.seIecpI'2.I'==Iecp'92.'==.pd3 XAccessed on .th Ma, 2'12Y

&houthi+ S *->>E, Carib wary of global mergers. "rinidad (uardian PonlineQ8 http>IIlegac,.guardian.co.ttIarchivesI2''!0'!02!Ibusiness3.ht#l XAccessed !th April 2'12Y

http>II555.god3re,.co#I@o50?e0"hinkIB2B0;nsights0BlogIResearchI;n0depth0intervie5ing0 art02.asp/ XAccessed !th April 2'12Y

http>II555.#rs.org.uk XAccessed 2%th April 2'12Y

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