In this real case study, the learner, as a member of a marketing research team, must mobilize his or her methodological and data analysis skills, for two preliminary studies - qualitative and quantitative* - intended to better understand consumer reactions to misshapen Fruit and Vegetables produced by conventional agriculture (and presenting significant flaws, far beneath general standards for availability at large-scale food retailers).

The learner will thus need to present, justify and implement his or her methodological choices in regard to one of the two planned study phases, analyse the study data provided, and, at the end of the study, propose preliminary recommendations for specific actions to be taken by large-scale food retail managers.


*The quantitative study is proposed in the linked case study M2068(B)/(GB)