Marketing Research Analysis Paper Editing and Proof Reading Services

Marketing Research Analysis OZ Assignments

Marketing Research Analysis Paper Editing and Proof Reading Services

Part A

The market research analysis pertaining to the case of Extreme Rock Climbing Centre. The centre has been located in California and is considered as monopoly in the extreme sports. Kyle Anderson is the key person in making the rock climbing centre a unique extereme sports activity place in the US. The facility possesses more than 6,300 SF of simulated rock walls which will enable the sports lovers to climb through 100 different ways. The purpose of the analysis is to understand the demogrpahic profile of the members of the customers visiting the extreme sports centre, undestand the satisfaction level of the members pertaining to the sports facilities, opinions of the members towards the annual membership fees which is charged by the centre, analyse the impact of themembers consider leaving extreme Exposure to join a new rock-climbing centre with climbs that are 10 feet higher than the maximum climb and members consider leaving Extreme Exposure to join a new rock climbing. (Angelkova, 2012)

marketing analysis

Marketing research analysis

The marketing research process is considered as the systematic methods which are involved in providing clear and concise information to the management so that they can take better decisions making . This process is highly important as this will enable the business and the management in creating a unique position in the market and can achieve sustainable growth and development. The marketing research process is mainly categorised as the overall process which enables in understanding the research problem in a detailed manner, understand the research design, focus in collating the data, analyse and report the data in a systematic manner and focus in findings which will assist in solving the stated problem of the management. Whereas, the AMA has stated that the marketing research process is considered as the systematic congregation, collating and analysing the data which is related to marketing issues in order to assist the business enterprises and the management.

The steps involved in the marketing research process is classified into 6 different steps they are problem identification, finalising the research design, design sample, collation of data through various sources, analysis and interpretation of data and presenting the detailed report to the management for taking better decisions. (Kamble, 2014)

marketing analysis

Management decision problem

The basic aspect of the problem is confining to the current status of Extreme Rock Climbing Centre, which has been in the business for more than 5 years and has possessed the monopoly in the extreme sports. However, the manaement has recently identified that there is another centre with the name “The Krag” is about to bean the operations in the next 6 months. The manaement has also noted that the terms and conditions which the new centre is following is quite different from that of the Extreme Exposure centre. The new centre has the climb facility to a maximum of 60 feet, whereas the curren centre is only 50 feet, moreover the new facility is offering the certification program and daily trips which the current centre is not offering, the most important aspect is that the annual membership of The Krag is nealry 20% less than that of the Extreme Exposure. (Adeyinka-Ojo, 2014)

So, the management is currently focusing in understanding the frame of mind of the customers who are visiting the sports centre. The marketing head of the company is focused in analysing the following key aspects, which will help in understanding the psychology composition of the visitors and based on the responses the company can take appropriate strategy for outbeating the competition

Objectives:

  • To understand the overall demogrpahic composition of the Extreme Exposure members
  • To analyse the satisfaction level of the members at Extreme Exposure facility
  • To understand the preferred activities of the members in the Extreme Exposure facility
  • To measure the opinion of the members towards the annual membership fees currently being charged by the centre
  • To apprehend whether the increase in the height of the rock climbing facility and the memebrship fees will make the customer to leave the extreme exposure

Research methodology         

Research design

Once the research objective is identified it is very important to understand the methods or the process to be followed in order to achieve the purpose of the research. The research design is mainly focused in presenting the detailed plan of action which the management has to undertake to solve the stated problem. The research design will enable the marketing management to frame the overall strategy which will enable in integrating the various components of the study so as to acheve the logical manner by ensuring that the research problems are addressed in a better manner and this will be regarded as the blueprint in the collection of the data, measureent and involve in analysis of the data for achieving the stated purpose. There exis three key categories of research design which the researcher can adopt they are: Exploratory design, Explanatory design and Descriptive deign. (Nestoroska, 2012)

The researcher will adopt descriptive research design to address the stated objectives as discussed above. The descriptive research design is mainly focused in creating a detailed aspect on the research topic. The goals of this type of research design are focused in measuring the specific topic through quantitative manner. Since, this research is mainly focused in understanding the quantiative aspect of the research, like gathering the data from the respondents through survey method, collate the data in quantitative manner and analyse them in a more detailed manner through statistical analaysis so that the problem can be addressed in a clear and concise manner. The descriptive study is designed in stating the researchers in a more accurate manner, which is mainly focused in recounting the individuals who will be involved in the study. The researcher will implement survey method to better understand the overall behaviour individuals / visitors who visits the extreme sports centre. This research design will help the manegement to carry out the study in a detailed manner and also enable in finding the optimal solution to the stated problem.

The researcher will use quantitative research and qualitative research design in order to collect the data from the respondents for performing the research. The qualitative research intends to present to the management the personal experience of the respondents based on the given research issue. The management can understand the overall human aspect of the issue by understanding the beliefs, emotions and other key feelings of the individuals who visists the centre.

Design sample and research instrument

In this step the process involved is to understand the sample population in a more detailed and ellaborate manner. This management can adopt questionnaire method to collate the data from the respondents. The management needs to choose the customers who are visiting the extreme sports centre as their respondents as the information is being collected from them. The management needs to focus in collecting the data through the quantiative method, this will help the researcher to gather the data from the respondents. This method will help in gathering the data through numbers and logical manner so that it will help in applying the statistical analysis in a more detailed manner. The researcher will use the questionnaire method for gathering the data from the respondents in a detailed manner. The questionnaire will use the demographic variables and other aspects so that the data will be collected from the respondents based on the research objective. Quantiative research will enable in understanding the focus in collating the numeric data and involve in convergent reasoning of the data rather than focusing in gathering the divergent reasoning. (Bitsani, 2014)

The researcher uses convenience sampling method to collate the data from the respondents. A special type of sampling applied is convenience samplng which will enable in collecting data that is easily accessible to the population. This sampling procedure is also useful for documenting the quality or phenomenon of a particular sample. Such studies are very useful for discovering relationships between different phenomena. Comfort when sampling is handed over if the test differs from a random sample of the perfect sample. It is also necessary to describe the persons who can be excluded from the selection process or in addition to the persons in the test.

Collection of data

The data can be collected through the application of questionnaire, which is considered as the key instrument which enables the researcher to respond to the series of questions which the research proposes. In the current study the management is having a series of questions and needs a concrete answers for them based on the reactions of the respondents. The questionnaire can be collected through the application of open ended and closed ended questions. (Marinoski, 2012). The qualitative data can be obtained through in depth interviews, the researcher.

Open ended questions primarily focus in encouraging the respondents to provide a detailed and approprate answer as perceived by them, there will be no influence of answering options provided to the respondents, therefore they can answer it as per their thinking and feelings

Closed ended questions on the other hand will enable the respondent to choose the best answer with the available options presented by the researcher. The researcher will use closed ended questions as it will enable in provide the respondents a clear option and can enable them to choose the appropriate answer based on the questions. In the current research, the management can use the closed ended questions in an ellaborate manner and they can also apply 5 point likert scale in offering the appropriate answers. This can be classified as

1 – Strongly disagree
2 – Disagree
3 – Neutral 
4 – Agree
5 – Strongly Agree

The following is the questionnaire which will be used to collate the data from the respondents

Name of the individual:

  1. Age:   
    1. Less than 25
    2. 26 – 35
    3. 36 – 45
    4. 46 - 55
    5. More than 55
  2. Gender
    1. Male
    2. Female
  3. Educational Qualification
    1. Schooling
    2. Under graduate
    3. Post graduate
    4. Professional
    5. Others
  4. Monthly Income
    • Less than RM 7,000
    • RM 7,001 – RM 15,000
    • RM 15,001 – RM 25,000
    • Above RM 25,000
  1. Marital Status
    • Single
    • Married
 

 

 

 

 

 

The price quoted by the extreme sports centre is affordable

1

2

3

4

5

The day trips to outdoor areas is fascinating  

1

2

3

4

5

I’m very interested in the group overnight and/or extended-stay rock-climbing trips to the Canadian Rockies

1

2

3

4

5

I always look for single / couple / family rock-climbing adventures with a personal guide

1

2

3

4

5

Im interested to join the certification program

 

1

2

3

4

5

The annual membership fees charged is affordable

1

2

3

4

5

Whether you will leave the extreme sports centre if the other centre offer 10 feet more rock climbing facility

1

2

3

4

5

Will you move to competitive sports centre if the fees are charged are less when compared with extreme sports centre

1

2

3

4

5

Are you completely satisfied with the services offered by extreme sports centre

1

2

3

4

5

Analysis and Interpretation of data

The management can focus to collect the data from nearly 100 respondents so that the data will be sufficient to perform detailed analysis. The data which is collected will be converted into quantitative terms so that the researcher can perform the analysis. For the purpose of the research management can perform detailed descriptive statistics to understand the percentage of the respondents on the various demographic variables. Non parametric test like Chi square can be used in order to understand the significant difference between the gender of the respondents and the satisfaction of the members. Similarly, the satisfaction level of the customers on their interested sports activity can be identified using percentage rate method etc. Furthermore, regression analysis can be performed to understand whether the members consider leaving Extreme Exposure to join a new rock climbing centre with higher climbs and a lower membership fee. This will enable the management to address the various queries and issues as stated at the beginning of the project. The researcher then needs to present in detail the interpretations for the analysis which has been performed. (Adeyinka-Ojo, 2014)

The last part of the research process is mainly confined with the preparation and the presentation of the research report to the management so that they can take decisions. The best part is to start the report by providing the introduction of the topic, present the research objective and business problem in detail, the researcher then present the research question in a clear and concise manner so that the management can understand the process, the researcher can state in detail the statistical measures which will be applied so that the findings of the research objective can be addressed. Once the report is presented the researcher can gather the feedback from the management in order to enhance the report and provide a better judgement.

Limitations of the research

The research is confined only to select customers who are visiting the extreme sports centre and other individuals are not considered. The respondents may provide biased information to the questions which are presented to them. The time which is available to perform the research is very short.

Part B

  • Independent-samples t-test betweent type of students and teaching methods used in the unit (Q3)
  • Null: There is no significant difference between the type of students and teaching methods used in the unit
  • Alternate: There is a significant difference between the type of students and teaching methods used in the unit

Group Statistics

 

International Student

N

Mean

Std. Deviation

Std. Error Mean

Teaching methods - help to learn

International Student

152

4.3882

2.42517

.19671

Domestic Student

40

5.3000

2.16262

.34194

Independent Samples Test

 

Levene's Test for Equality of Variances

t-test for Equality of Means

F

Sig.

t

df

Sig. (2-tailed)

Mean Difference

Std. Error Difference

95% Confidence Interval of the Difference

Lower

Upper

Teaching methods - help to learn

Equal variances assumed

5.664

.018

-2.162

190

.032

-.91184

.42181

-1.74387

-.07981

Equal variances not assumed

 

 

-2.311

67.184

.024

-.91184

.39448

-1.69919

-.12449

From the above table it is noted that the p value is 0.018, it is commonly stated that if the p value is less than the significance value of 0.05 (5% level) then the null hypothesis is rejected and alternate hypothesis is accepted. So, in the given analysis the p-value is less than the signifcance value, so null hypothesis is rejected and alternate hypothesis is accepted. Therefore it is concluded that there is a significant difference between the type of students and teaching methods used in the unit

Analysis of variance:

ANOVA between year when the respondents start the degree and requirements of the overall assessment program (Q7)

  • Null:There is no significant difference between the respondents start the degree and requirements of the overall assessment program
  • Alternate: There is a significant difference between the respondents start the degree and requirements of the overall assessment program

ANOVA

Year that started degree

 

Sum of Squares

df

Mean Square

F

Sig.

Between Groups

10.212

4

2.553

1.845

.122

Within Groups

262.988

190

1.384

 

 

Total

273.200

194

 

 

 

From the above table it is noted that the p value is 0.122, it is commonly stated that if the p value is less than the significance value of 0.05 (5% level) then the null hypothesis is accepted. So, in the given analysis the p-value is greater than the signifcance value, so null hypothesis is accepted. Therefore it is concluded that there is no significant difference between the respondents start the degree and requirements of the overall assessment program

Correlation analysis between teaching staff in this unit will help to develop knowledge, understanding and skills, beyond the memorisation of content (Q 16) and importance of learning the unit (Q 20)

Descriptive Statistics

 

Mean

Std. Deviation

N

Teaching staff - developing knowledge, understanding and skills

6.0867

1.05618

196

Overall importance of teaching

6.0765

.96037

196

Correlations

 

Teaching staff - developing knowledge, understanding and skills

Overall importance of teaching

Teaching staff - developing knowledge, understanding and skills

Pearson Correlation

1

.605**

Sig. (2-tailed)

 

.000

N

196

196

Overall importance of teaching

Pearson Correlation

.605**

1

Sig. (2-tailed)

.000

 

N

196

196

 

From the analysis it is noted that the correlation between the two varaibles is 0.605, this shows that there is a high positive correlation between them. Hence it can be concluded that teaching staff in this unit will help to develop knowledge, understanding and skills, beyond the memorisation of content (Q 16) and importance of learning the unit (Q 20) possess good association.

References

 

1. Adeyinka-Ojo, S. F., Khoo-Lattimore, C., and Nair, V. 2014. A framework for rural tourism destination management and marketing organisations. Procedia - Social and Behavioral Sciences 144, 151–163.
2. Angelkova, T., Koteski, C., Jakovlev, Z., and Mitrevska, E. 2012. Sustainability and competitiveness of tourism. Procedia - Social and Behavioral Sciences 44, 221 – 227.
3. Bitsani, E., and Kavoura, A. 2014. Host Perceptions of Rural Tour Marketing to Sustainable Tourism in Central Eastern Europe. The Case Study of Istria, Croatia. Procedia - Social and Behavioral Sciences 148, 362-369.
4. 
Kamble, Z., and Bouchon, F. 2014. Tourism planning and a nation’s vision: A review of the tourism policy of Sri Lanka. Procedia - Social and Behavioral Sciences 144, 229 – 236.
5. 
Marinoski, N., and Korunovski, S. 2012. Tourism in Macedonia in changing business environment. Procedia - Social and Behavioral Sciences 44, 19-31.
6. 
Nestoroska,I. 2012. Identifying tourism potentials in Republic of Macedonia through regional approach. Procedia - Social and Behavioral Sciences 44, 95-103.