INSTRUCTIONS

You have been hired by the company Squeze who are in the process of designing new

packaging for their range of fruit juices. You have been provided with their overarching

research question, the research questions and research objectives. You have also been

provided with data that was collected from exploratory research (a word association

task) and descriptive research (a survey). The data can be found on Canvas in the

Assessments folder.

You are now required to analyse both sets of data to make recommendations to Squeze.

Your report would be presented to the company upon completion and should therefore

be presented in a professional manner.

CLIENT BRIEF: SQUEZE

OVERARCHING RESEARCH QUESTION

“What is the role of package design in influencing consumer attitudes and intentions?”

RESEARCH QUESTIONS

1. What associations do consumers hold with Squeze?

2. What are consumer attitudes towards Squeze?

3. Which packaging design do consumers have a more positive attitude towards?

4. How does attitude towards product packaging influence purchase intentions?

5. How do consumer attitudes differ depending on a consumer’s demographic

profile?

RESEARCH OBJECTIVES

1. To identify the associations that consumers have with Squeze.

2. To determine if consumer attitudes towards Squeze is negative or positive

(significantly different to a mean rating of 4 on a seven-point scale).

3. To identify which packaging consumer have a more positive attitude towards.

4. To determine if intention to purchase Squeze juice differs according to package

design.

5. To determine the relationship between age and attitude towards Squeze.

WORD ASSOCIATION TASK

Participants were shown an image of either Package 1 or Package 2 and were asked to

type in the first word that came to their mind when viewing the logo.

Package One

Package Two

ONLINE SELF-ADMINISTERED SURVEY

Participants were shown either Package One or Package Two. After viewing the

packaging, participants were asked to rate their purchase intention, attitude towards

the brand, word of mouth, and congruency.

SECTION GUIDE

The following has been created to assist you in understanding what is expected within

each section of your report. It is recommended that you use this information alongside

the marking rubric.

PURPOSE OF THE RESEARCH

Provide a brief overview of the purpose of the research project, how the information was

obtained and what relevance it has to the research questions.

WORD ASSOCIATION DATA

This data will help you addresses Objective 1. Perform a content analysis of the word

association data for Squeze.

• Step One: Code and categorise themes relevant to both packaging options.

• Step Two: Summarise your results, integrating quotes to emphasise your

findings.

• Step Three: Provide a graphical display (data display) to summarise your

findings.

SELF-ADMINISTERED SURVEY

This data will help you addresses Objectives 2-5. You should address each objective one

at a time. Interpret the data provided from the questionnaire.

• Step One: Create a participant profile (report statistics that describe the

participants in your sample)

• Step Two: Identify statistical output relevant to research objectives

• Step Three: Interpret the statistics in line with research objectives

• Step Four: Write a managerial conclusion (lay man interpretation of data)

RECOMMENDATIONS AND CONCLUSION

Interpret the findings from both the word association task and the survey and make

sound and logical recommendations to Squeze regarding their research question.

You should ensure that your report is professionally written, presented, and ready for

presentation to Squeze.