________________________________________________________________

Marketing Research
20 August 2010

Prepared for: En. SHAIKH AZAHAR

Prepared by: Group 15

LIM YEW HENG 23875

HASNI MUNIRA BINTI HASSAN 23578

DAYANG SITI ZAHARAH 23368

MADLYNA AK JUTI 23928

 CONTENTS

Part 1: PROPOSAL (Step 1 & 2 in market research)

1. INTRODUCTION

2. OBJECTIVES

3. DESK RESEARCH
3.1 Purpose
3.2 Procedure

4. QUANTITATIVE RESEARCH
4.1 Purpose
4.2 Population and sampling
4.3 Procedure

5. REPORTING

6. TIMING

Part 2: REPORT (Step 3, 4 & 5 in market research)

7. INTRODUCTION

8. EXECUTIVE SUMMARY

9. RESEARCH METHODS

10. RESULTS

11. CONCLUSIONS

12. APPENDICES

13. REFERENCES
Part 1: Proposal

1. INTRODUCTION
Selukai or kenerak, scientific named Goniothalamus Umbrosus, is a tree which can
found in Malaysia’s forest. It’s flowers are very incense, which in yellowish white color.
In tradition, Goniothalamus Umbrosus (selukai) is used in medicine, for example it is a
treatment to the uterine cancer. In scientific research found that Goniothalamus
Umbrosus extract has anticancer effect on several human cnacer cells, which the
Styrylpyrone derivation (SPD) is the active extract from it. Iban in Sarawak usually use
the bark of Goniothalamus Umbrosus to drive the mosquito away and it have
aromatherapy uses, as our concern, the use of Goniothalamus Umbrosus in
aromatherapy is our research about. The potential commercial opportunity of
Goniothalamus Umbrosus as an aromatherapy have influence us to develop this market
research.

2. OBJECTIVE
The overall objective is ‘to identify the commercial opportunity of the Goniothalamus
Umbrosus (Selukai)’. This has been broken into the following sub-objective:

I. To examine how aromatherapy are used.

II. To identify attitudes to aromatherapy the Goniothalamus Umbrosus.
III. To identify opportunities to commercial the Goniothalamus Umbrosus.
IV. To determine promotion platforms that can use to commercial aromatherapy.

3. DESK RESEARCH
a. Purpose
Our search on secondary sources will be to refine the objective of research and will
gather information on household attitude to aromatherapy, the Goniothalamus
Umbrosus are unique and have a great effect in anticancer. Besides, we must also
generate a list of information that may be useful in the next parts of the research.
  How many households in Kuching?
 What kind of aromatherapy available in Kuching?
 What promotions are currently used?

b. Procedure
We would expect access to internal report on the marketplace; information on
distribution to restaurants; published data; online databases and internet resources.

4. QUANTITATIVE RESEARCH
We are using a questionnaire on survey form which is allowed us to have a complete
answer from respondents.

a. Purpose
This stage aims to quantify how many households use aromatherapy in home and the
kinds of aromatherapy that are usually used. From the data we collect, we will know
what type of people buy and use, and the prices they are prepared to pay.

b. Population and sampling

We have made the decision to carry out 100 questionnaire survey form.

Gender Respondents Total

Male 20 20

Female 20 20

Total 40 40
 4.3 Procedure
The questionnaire will be developed and will include the following:

 What kinds of aromatherapy are usually used?

 What is aromatherapy currently used for?
 Which groups of people are most likely to use of aromatherapy?
 Would they be prepared to buy the aromatherapy of Goniothalamus Umbrosus?

We have assumed 2 open-ended questions and a maximum duration of answering the

questionnaire within 10 minutes. The data will be analysis and discussed, after data
from the questionnaire survey data is evaluated.

5. REPORTING
The report will be summited. This will include the qualitative section and quantitative
stage of research in visual displays (pie charts, simple bar charts, multiple-bar chart,
etc.). We have planned the report which conclusion all stage of the research.

6. TIMING
The table below showed our timeframe for the research project. Timing is tight, so the
research is conducted to the deadlines which provided.

Day (Date) Activity

1 (17/8) Desk research/ secondary data research.

2 (18/8) Questionnaire data development/ primary data

research.
3 (19/8) Data preparation and coding.
Analysis data and present the finding.
4 (20/8) Final report available
Part 2: Report

7. INTRODUCTION
This report is based on the data collected ‘to identify the commercial opportunity of the
Goniothalamus Umbrosus (Selukai)’. The survey asks customers about their satisfaction
and attitude to aromatherapy.

8. EXECUTIVE SUMMARY

A total of seven people said they were using aromatherapy in the near future and 32
people will have to say no.

There are nine people said to use aromatherapy at once a month, four people with a
once a week and there were four people who have used the aromatherapy of 2-3 times a
month. Many people use aromatherapy to calm himself, and health purposes. except
that many people also choose as their favorite lavender scent.

According to studies, most people do not know about selukai / kerenak and use.
This study shows that the favorite on the influence of aromatherapy on the use of
aromatherapy itself.

9. RESEARCH METHODS
The data collection is based on the questionnaire survey form that is filled by the
respondents on the spot which within 10 minutes.

The survey consists of 10 questions which included 2 open-ended question, 5

dichotomous question, 1 semantic differential scale, 1 likert scale, and household &
personal characteristic.

The sample consisted of 40 respondents which surveyed on 20 August 2010 5pm until 7
pm inside the campus of Universiti Malaysia Sarawak. Most of the sampling are done by
the undergraduate student.
10. RESULTS

Q1 Have you use aromatherapy in past

month?

Yes
No

10

6
Once a month
5
once a week
4 2-3 times a month

0
Q2 how often do you use aromatherapy?
 25

20

15 Very important
Important
Normal
10
Unimportant
Less important
5

0
Smell Medicine use Quality Price Variety of
incense

Importance of the characteristic to respondents to choosing an aromatherapy.

Q8 Do you know what is ‘selukai (or

kerenak)’?

Yes
No
11. CONCLUSIONS

To sum up, we had identified respondents’ attitudes to aromatherapy. Most of the

respondents didn’t using aromatherapy, however they knew that it have many benefits
and advantages to our human body. Based on the results and analysis we done on the
data collected, 90% are no idea about the commercial aromatherapy brands in the
market. Obviously, there is no competitor had cover the markets of Kota Samarahan
where we surveyed. Besides, there is not yet an iconic brand of aromatherapy in the
market and it’s will be an advantage which a high potential opportunity for us to
commercial the local plants made aromatherapy, the Goniothalamus Umbrosus
(Selukai). Following, research & development should expand product which made from
Goniothalamus Umbrosus, improve the extraction technology and develop the
product’s utilities.

12. APPENDICES

Picture of Selukai or kenerak, scientific named Goniothalamus Umbrosus

13. REFERENCES
 Kerin, Hartley, Rudelius & Lau. (1986). Marketing in Asia. New York : McGraw-Hill/Irwin,
c2006.

 Bradley, Nigel. (c2007). Marketing research : tools & techniques. New York : Oxford
University Press.
 Zikmund, William G. (c2007). Exploring marketing research. United States: Thomson/South-
Western

 Churchill, Gilbert A. (c2004.). Basic marketing research. Mason, Ohio: South-Western,

 Cooper, Donald R. (c2006). Marketing research. New York : McGraw-Hill/Irwin,

 Research journal of Pharmacology (2009. Vol.3, Issue.1). Retrieved August 20, 2010, from
http://www.medwelljournals.com/fulltext/?doi=rjpharm.2009.1.6.

 Picture of Goniothalamus Umbrosus. Retrieved August 20, 2010, from

http://3.bp.blogspot.com/_NrWEqPQQJXA/SEDXt2RZi9I/AAAAAAAAAIE/VYXPI7EnfC8/s1600
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