Applied Research and Development

This study material explores the concept of applied research and development. It covers the background of research, literature review, ideas for selecting a suitable research topic, attributes of the research topic, different stages of research, and more. The purpose of the research is to identify the attributes of students towards exercise and help marketing managers better market their gyms. The material also discusses the difference between qualitative and quantitative research and the challenges faced by companies in determining students' attitudes towards exercise.

APPLIED RESEARCH AND
DEVELOPMENT

Table of Contents
TASK 1............................................................................................................................................4
Background of research...............................................................................................................4
Literature review..........................................................................................................................4
TASK 2............................................................................................................................................5
Ideas that help in selection of suitable research topic..................................................................5
Attributes of research topic..........................................................................................................6
Research question & objectives...................................................................................................6
Different stages used to carry out research..................................................................................6
Project planning tools..................................................................................................................7
........................................................................................................................................................10
TASK 3..........................................................................................................................................11
Difference between qualitative and quantitative research.........................................................11
B.................................................................................................................................................11
Interpretivism paradigm are adopted.........................................................................................12
Research method used to carry out research..............................................................................12
Population, sample and sampling strategy.................................................................................12
Data collection method and sample research tool......................................................................13
How researcher will collect data................................................................................................13
Ethical issues in research...........................................................................................................13
Ethical problems relevant to research proposal.........................................................................13
Ways to address ethical problems in research process to assure that it is ethical......................13
TASK 4..........................................................................................................................................14
Data analysis..............................................................................................................................14
TASK 5 .........................................................................................................................................21
Reflection on issues that emanate from this research................................................................21
Implications of research findings on stakeholders.....................................................................22
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23
Appendix-......................................................................................................................................25

TASK 1
Background of research
Exercise are now considered to be the biggest craze for youth, reason behind this is
aggression and smartness youth needs. Healthy gymnastic body reflects good personality and
also makes people stronger. In recent era, students drive towards exercise, they think it is the best
way to keep fit. The attitude of student regarding this activity is positive, it is beneficial for them,
one of the most essential advantage of exercise is stress relief. Working up sweat will help
mange mental and physical stress (Gocłowska and Piątkowska, 2017). It also increases
concentrations of norepinephrine, it's a chemical that moderate human brain response to tension.
The present research is based on Body shape Gym and health club, located in Bangladesh.
With the help of this study, it is makes things easy for researcher and other people to
analyse benefits of exercise.
The purpose of this research is to identify the attributes of students towards exercise that
helps to marketing manager better market their gyms.
Literature review
Students attitude towards exercise-
Exercise is the key elements of energy booster, regular physical activity will improve
muscles stamina and boost endurance. In view point of Dyrbye, Satele and Shanafelt, (2017)
students want to keep fit and healthy for longer because they always seek to take part in games or
other activities during academic and professional career. Exercise and physical activity will
undertake by them regularly, in order to keep themselves active. Between age of 18 to 25
individual are showing their interest towards exercise, positive attribute of students in context of
physical activity will beneficial for gym as it helps to increase their profitability and productivity
rather than before. While academic career, students focus on health and fitness which is highly
beneficial for them and psychological well-being. Gym exercise are now in trend, students are
more interested in fitness. On the other hand ZHANG and et.al., (2018)stated that few students
are not in favour of exercise they consider this as time-consuming activity.
Challenges faced by firm while determining the attributes of students towards exercise-
It is very difficult for company to determine the attribute of people towards exercise, they
face a lot of challenges and issues while conducting research on the basis of above statement.
Lack of honesty is one of the biggest challenge that impact on findings and further procedure of

identify students attributes in regard to exercise. Answers are not taken during research
procedure, no one will be able to response honestly, students give their statement less effectively
that impact on findings and final conclusion. Snyder and Estridge, (2017) contradict that instead
of above challenge there are more different barriers occur in way of company when they
determine attributes of students towards exercise in gym. Large amount of opinions create
difficult in order to identify the attitudes of individual regarding physical activity. While
obtaining different view of students, it is impossible to understand the actual perception for
exercise in mind of people, it creates confusion.
Strategies for marketing gym services to target market-
According to Horvat and et.al., (2018) marketing is the action of selling goods and
promoting services, including advertising and market research. In order to promote gym facilities
and products within market place in order to gain attention of consumers specially students,
marketing manager will choose the best methods or strategy that spread information effectively
among group of people. User friendly websites is the best way for promoting brand in target
market, manager create their website and add some essential & in-depth info about their
business, which is easy for consumers to read and gain knowledge. Smith and McGannon,
(2018) highlighted that social media is better than other methods of marketing.
TASK 2
Ideas that help in selection of suitable research topic
While conducting research, researcher identify some essential elements which is
beneficial for their investigation. They generate 3 ideas in order to address research gap because
it is very important to make this work more effective and suitable for reader. Survey, interviews
and questionnaire are the three main ideas that will help researcher to reduce research gap.
Survey is defined as investigation method used for gathering information from pre-
defines unit of respondents to obtain data and insights on this topic. To address research gap,
survey is the best way allow researcher to gather more data for making their investigation more
powerful and appropriate. With the help of survey, they will be able to find out more ways to
determine attributes of students towards exercise.
Questionnaire also drive towards same, it also helps in reducing gap between previous
and current research and make it perfect. It is set of written or printed questions with choice of
responses, devised for purpose of addressing research gap.

Interviews conducted by researcher that helps them to identify methods and techniques to
make research beneficial for other with proper findings.
Attributes of research topic
Questionnaire is one of the idea chosen for this study which is best to research question.
It is considered as research instrument consisting of range of questions for purpose of collecting
data from number of respondents. By creating good questionnaire, research collect a lot and in
depth info that directly relate to research question and allow obtaining appropriate response
regarding attributes of students towards exercise. With the help of this idea, researcher is able to
analyse attitudes of people in context of above activity. It is totally the best approach or idea to
gather data, as compared to other methods like observation or interviews. Under qualitative
research method, questionnaires is prepared by researcher in order to address research questions
and find out their answer in systematic manner. Replied related to research questions through
this idea will receive very quickly, in this case there is no need to visit participants personally.
Compared to other ideas, questionnaire is regarded as cheaper and useful, where repetitive
information will collect at continuous interval.
Research question & objectives
Objectives-
 To identify the attitudes of students towards exercise
 To analyse the challenges faced by Body Shape Gym & health club while determine
students attitude in context of exercise.
 To determine strategies for marketing company services to students
 To recommend how students attitudes can be analysed to market gym services
Research questions-
 What is the attribute of students towards exercise?
 What challenges Body shape gym & health club faced while identifying students attitude
towards exercise?
 What are the strategies marketing manager use for marketing gym services to students?
Different stages used to carry out research
Literature review-
After choosing research topic, researcher will learn more about subject under research, to
do this they review literature related to research aim. It will help to provide foundational data

about the attributes of students towards exercise and challenges faced by company at the time of
determine the same things among group of d obtain better conclusion at end of work with
appropriate findings.
Identifying population-
20 students participate in this research, researcher chose 20 respondents for this study in
order to collect info related to chosen topic. The sample size of population is small, participants
age is between 18 to 25.
Questionary-
In this stage research create questionnaire on the bases of above research topic that relate
to research questions. It will provide information regarding students attributed towards exercise,
that researcher will use to draw findings at last.
Data collection-
Data will collect related to above topic through secondary and primary research methods
used by researcher, as it help to save time and have a lot of info about students attributes towards
exercise.
Data analysis-
Thematic methods is used by researcher in order to conduct research and analysing data,
it is used to identify common themes, ideas and topic of meaning that come up repeatedly.
Conclusion-
From above, analysis it has been concluded that under qualitative research methodology
researcher used thematic data analysis method and through questionnaire they gather detail info
about subject of study.
Project planning tools
Task
Mode
Task Name Duration Start Finish Predecessors
Manually
Schedule
d
Selection of
specific topic
1 day Wed 12/18/19 Wed 12/18/19
Auto
Schedule
d
Formulation aim
and objectives for
research study
3 days Thu 12/19/19 Mon 12/23/19 1

Auto
Schedule
d
developing a brief
plan
2 days Tue 12/24/19 Wed 12/25/19 2
Auto
Schedule
d
Research methods
selection
2 days Thu 12/26/19 Fri 12/27/19 3
Auto
Schedule
d
Secondary research 1 day Mon 12/30/19 Mon 12/30/19 4
Auto
Schedule
d
Sending
questionnaire for
collection of data
3 days Tue 12/31/19 Thu 1/2/20 5
Auto
Schedule
d
Concluding
findings and
recommending
solutions
2 days Fri 1/3/20 Mon 1/6/20 5,6
Auto
Schedule
d
Formatting 3 days Tue 1/7/20 Thu 1/9/20 7
Auto
Schedule
d
Taking feedback 2 days Tue 1/7/20 Wed 1/8/20 2,3,4,5,6,7
Auto
Schedule
d
Doing changes as
per the feedback
provided
3 days Thu 1/9/20 Mon 1/13/20 9
Auto
Schedule
d
Final submission 2 days Tue 1/14/20 Wed 1/15/20 9,10

TASK 3
Difference between qualitative and quantitative research
Basis Qualitative research Quantitative research
Meaning It is the method that helps to
understand human nature in order to
think how people think and feel
It is a method that used numerical
data and some hard facts by using
specific statistical and
mathematical technique (Bernard,
2017).
Nature Holistic Particularistic
Approach Subjective Objectives
Research type Exploratory Conclusive
Objective To explore the ideas which are used
in ongoing process (Brannen, 2017)
To determine the relationship
between variables
Methodologies Data are collected through
participants observation as well as
interviews
Data are collected through
numerical comparison and
statistical interference.
For this current report qualitative research approach is used that helps in depth analysis
and reach the defined aim and objectives in better manner. Further, through this method,
researcher also interpret the findings in better manner and also conduct the research in more
precise manner as well. Hence, using qualitative research, researcher develop graphs, tables In
order to look it more presentable and effective.
B
Ontology: It is the philosophical study which I being concern with the nature existence
and reality. It is consider one of the major part of philosophy which is actually deals with the
questions that are concern with entities and this is related to hierarchies as well.
Epistemology: It is the theory of knowledge with regards to study's scope and validity.
Therefore, it is the investigation of nature and scope of knowledge as well as justified belief
(Schmitt, 2017). This philosophy also analyze the nature of knowledge and determine how it

related to similar belief i.e. truth and justification. Or else, it is also deal with the means of
production of knowledge with different claims.
Axiology: It is the philosophical study of value as well as ethics and its importance is
completely relies on its unification which is provided for the study of variety of questions. It is
also based upon two important parts i.e. right and wrong of action taken by research and things
which are good and desirable.
The ontology stance is describe as a relationship with the reality of own study. Such that
researcher consider the reality to be independent of their knowledge . The stance of epistemology
is to underlie the whole research process and also governs it through a particular theoretical
perspective. The stance of axiology is to clarify that the researcher explain the whole research is
accurate or not. Further, it only focus on the value of collected data (Tooley, 2017).
Positivism research paradigm: It is the theory which stating that certain knowledge is
particularly based upon the natural phenomenum and its properties and relations. Moreover, it
also derived from the sensory experience that helps to collect range of information related to
research topic.
Interpretivism : It means that reseracher may interpret the element of the study in such a
manner that helps to determine view of researcher. Further, it also integrates the human interest
into study and also access to reality (Rahi, 2017).
Interpretivism paradigm are adopted
In this research, researcher adopt Interpretivism research paradigm which is fits for
research questions and aims perfectly. It is the best method in which people are not follower who
act to social forces. It prefers qualitative approach of research, in depth data is gained from lives
of participants in order to obtain information about respondents that's why researcher chose this
paradigm.
Research method used to carry out research
In order to collect much info about students attributes towards exercise that help
marketing manager of promote their gym to consumers, research chose qualitative research
method because it makes further process easy for investigator and allow collecting in depth
knowledge for getting proper findings (Flick, 2018). It helps to learn more about opinions of
students regrading above topic.

Population, sample and sampling strategy
20 students as sample are choosing for collecting information and to know about their
attitudes in context of physical exercise in gym. Simple random sampling strategy is adopted by
researcher, it is very easy to form representative teams from overall population. This method
helps to cater multiple randomness kinds to be added in this research.
Data collection method and sample research tool
While conducting this research, researcher used primary and secondary data collection
method, survey is sample research tool, in investigator create questionnaire for collecting data
and draw findings with appropriate results. Under primary, researcher gain knowledge through
book, journals and articles, along with this method, they also use secondary data collection
approach where through conducting survey info has been collected relevant to research subject.
How researcher will collect data
Through survey researcher collect data, it is the best way to obtain information from
respondents and other stakeholders regarding topic of research. It helps to provide greater level
of common abilities in representing wider population. With this method it is easy to find
statistically significant outcomes more than other data collection methods.
Ethical issues in research
Ethics are broadly set of unwritten and written rules, that govern researcher expectations
of their own and other feelings. Honesty & integrity, carefulness, objectivity, openness,
confidentiality, legality, respect for intellectual property and human subjects protection are
considered under ethical issues within research that impact on overall findings and procedure of
study negatively as it not taken serious by investigator.
Ethical problems relevant to research proposal
Data confidentiality and legality is ethical issues relevant to this research that effect entire
procedure. While conducting research, confidentiality related to information and respondents
personal data is very difficult to maintain.
Researcher face issues due to legality, when they do not work according to laws it affect
research outcomes and stages.

Ways to address ethical problems in research process to assure that it is ethical
In order to reduce problems in this investigation, researcher should respect each and
everything that will provided in confidence, they must follow guidelines on protection of
sensitive and important data such as data records and participants contribution.
TASK 4
Data analysis
Researcher analyse qualitative data, they collect information through questionnaire under
survey, which is requires attention to many details at once.
Weaknesses and Strength of qualitative methodology-
Data base on human experience that is received is powerful and useful for researcher, it is
more compelling than quantitative methodology. It helps researcher looks deeper than analysing
counts and ranks by recording attitudes, behaviour and feelings.
The main weakness of this methodology is that procedure is time-consuming, another
issues is that interpretations are limited.
Possible biases in research-
Interviewer bias is one of the difficult research biases need to avoid in qualitative
research when relying upon surveys.
To overcome this biases, researcher have to ask every respondents same targeted
questions without partiality.
Data analysis-
Theme 1- What is right age for students to perform exercise?
18 to 21 5
21 to 24 7
Above 24 8

Interpretation- Exercise becoming the most essential part of students life, in view point
of 5 respondents out of 20, 18 to 21 age is right for gyming, appropriate age for joining gym and
doing exercise is 18 plus considered by participants. On the other hand, out of 20, 7 respondents
is not in support of above statement, they think 21 to 24 age is right to start working out at gym
and building up muscles. Exercise is important because it helps to strengthen muscles and make
it stronger, but at right age. 8 respondents think that above 24 people have to do physical activity
in gym.
Theme 2- Do you think students willingly do exercise ?
Yes 18
No 2

Interpretation- Exercise boost energy in human body, students are willing to do physical
activities in gym. It helps to deliver nutrients and oxygen to individual tissues and support their
cardiovascular system work effectively. Out of 20 respondents, 18 are in favour of above
statement, they think that in recent time students drive towards exercise, to make body fit and
healthy (Al Zaidi and Ahmad, 2019). The common reason they start going gym and doing
exercise is based on aesthetics, they want to improve aspects of their appearance, get ripped, lose
weight, look good. Along with this, 2 respondents are not in favour is this comment, they think
students are not willing to do exercise because they think it is time-consuming and waste of
money.
Theme 3- Do you agree, that physical activity is important for students ?
Agree 17
Disagree 2
Not sure 1

Interpretation- Physical exercise release proteins in brain that actually support to
improve memory and increase cognitive performance much better than before. Exercise it
beneficial for students as it benefits brain more than body, it is good deal for students. Majority
of students, are agreed from above statement, they think that physical exercise in gym is very
important for student, it helps to increase energy level and reduce stress. On the other side, out of
20, 2 respondents are not agreed from below section, they think it not essential for students to
focus on exercise, while 1 respondent are not sure related to same topic.
Theme 4- Do you think that students have negative attitude towards exercise ?
Yes 2
No 18

Interpretation- hours of studying and learning burn mental energy, both mind and body
need exercise to function at their peak. Out of 20 participants, only 2 are in favour of above
content, they think that students having negative attitude towards exercise, they do not take is
seriously, but on the other hand 18 respondents have different opinion, they think that most
students are having positive attribute towards physical exercise, they give importance to this
activity in life just like studying, because it helps with focus and concentration and also with
mental health (Hennink, Hutter and Bailey, 2020)
Theme 5- According to you, how much time students willing to devote to an exercise ?
2 hours 8
3 Hours 12

Interpretation- To manage day to day activities and managing time, students keep dairy
where they write down daily physical activities. Students are very curious about exercise, they
devote 2 hours to physical exercise in gym, in view point of 8 respondents which is quite
enough. Working out daily with controlling diet, dedication and curbing cravings is not easy
practice, it takes a lot of time to perform. According to 12 respondents out of 20, students willing
to devote to exercise mostly 3 hours.
Theme 6- Do you think that exercise is beneficial for students ?
Yes 19
No 1

Interpretation- Exercise in gym require a lot of hard swork, perseverance and
dedication, no motivation and guidance will put people on path of health life until when it comes
from themselves. Out of 20, 19 respondents think that exercise is very beneficial for people,
specially students, it is the best way for health improvement. It helps to increase blood flow to
brain and also support body build more connection between nerves, leading to maximize
concentration, stimulated creativity and better developed problem solving skills.
Theme 7- In your opinion what kind of exercise is better for students ?
Cardio exercise 18
Weight lifting 2

Interpretation- Different types of physical exercise is available in gym that is beneficial
for human body. The opinion of 18 respondents out of 20, cardio exercise it better than other for
students. Waking, running, cycling, Roll backs and rowing are some of the most common cardio
workouts for students that keep body powerful. 2 respondents think that weight lifting is good
exercise for students.
TASK 5
Reflection on issues that emanate from this research
While conducting this research errors occur in sampling procedure, it is very difficult to
choose the right respondent for data analysis step that directly impact on findings which is the
main part of overall investigation. Measurement problem is generated by measurement procedure
and represents differences between generated data and info which I required.
With the help of this research, I was able to give possible suggestions and information
about students positive attributes towards exercise, in context of Body Shape Gym & health club,
this investigation cater in depth data about attitude of students regarding physical exercise, which
is beneficial for them while promoting brand in marketplace.
This research based on above topic effectively hinder the growth and success of gym,
because it helps marketing manager to known about the attributes of students towards physician
activities, after obtaining the facts' manager will be able to create their promotional plan.

Some other possible factors I would like to consider while carry out this research project
that are, knowledge on chosen topic, when person prefer to select new subject in which they do
not have good knowledge, that will be good move from their side but on the other hand,
individual will have to be face challenges while investigation that require too many efforts in it.
Implications of research findings on stakeholders
Students, body shape gym & health club and respondents are the stakeholders in this
report. They all interested in this study and wants to know findings after data collection and
analysis.
Finding impact students and organization positively, as it help to tell company regarding
attributes of all student towards physical exercise. Individual are willing to do exercise at least 3
hours, the main purpose of doing this activity is strengthen muscles and brain power to think or
learn new things during academic career (Heroux, 2017). Throughout research, marketing
manager of gym effectively develop their promotional plan and promote services of business into
target market as it helps to gain attention of students who are interested in gyming. Most students
do exercise daily in gym because they feel activity about it and have energy for the same. They
believe that physical exercise it better for mental health and helps to reduce fat quickly as
possible as can. Besides just being fun, exercise help people perform better in academic career,
allow student worry less and relax more, all of which supports them balance school and
everything else going on in personal life (Flick, 2018).
Through face to face communication and written statement findings is present to
stakeholders in effective manner, that helps them to understand the perspective to students
towards exercise and also support to make a marketing plan for gym that directly gain attention
and focus on students. Marketing manager want to identify attributes of people towards physical
exercise, with the help of these findings they are able to obtain a lot of data. With written
document it is easy for company to understand findings and final results.
CONCLUSION
From above analysis, it has been concluded that students spend more time on physical
exercise more than playing games at home, they want to keep themselves fit & healthy for longer
period. Exercise is important for students as it help to stronger muscles and improve blood
circulation rather than before. Furthermore, it has been summarized that research used qualitative
research methodology that helps in achieving objectives and aims of this study.

REFERENCES
Book and Journals
Al Zaidi, S. M. and Ahmad, S. Z., 2019. Tone fitness ladies’ studio: market segmentation or
market mix?. Emerald Emerging Markets Case Studies.
Bernard, H. R., 2017. Research methods in anthropology: Qualitative and quantitative
approaches. Rowman & Littlefield.
Brannen, J., 2017. Mixing methods: Qualitative and quantitative research. Routledge.
Dyrbye, L. N., Satele, D. and Shanafelt, T. D., 2017. Healthy exercise habits are associated with
lower risk of burnout and higher quality of life among US medical students. Academic
Medicine. 92(7). pp.1006-1011.
Gocłowska, S. and Piątkowska, M., 2017. Service satisfaction and sport consumption in the
fitness center in Warsaw. European Journal of Service Management. 22. pp.31-37.
Hennink, M., Hutter, I. and Bailey, A., 2020. Qualitative research methods. SAGE Publications
Limited.
Heroux, L., 2017. Comparative marketing strategies of fitness clubs in the United States and
Canada. Economics World.5(6). pp.529-538.
Horvat, M. and et.al., 2018. Developmental and Adapted Physical Activity Assessment, 2E.
Human Kinetics.
Rahi, S., 2017. Research design and methods: A systematic review of research paradigms,
sampling issues and instruments development. International Journal of Economics &
Management Sciences.6(2). pp.1-5.
Schmitt, F., 2017. Social epistemology. The Blackwell guide to epistemology, pp.354-382.
Smith, B. and McGannon, K. R., 2018. Developing rigor in qualitative research: Problems and
opportunities within sport and exercise psychology. International review of sport and
exercise psychology.11(1). pp.101-121.
Snyder, M. M. and Estridge, K. M., 2017. Effects of an Interprofessional Living Learning
Community With Athletic Training, Dietetics, Exercise Science and Nursing Students on
Their Attitudes Towards College. Journal of Athletic Training.52(6). p.S35.
Tooley, M., 2017. Axiology: Theism versus widely accepted monotheisms. In Does God
Matter? (pp. 46-69). Routledge.

ZHANG, C. and et.al., 2018. Attitude of college students towards physical exercise based on the
Health Action Process Approach Theory. Chinese Journal of School Health. (4). p.6.

Appendix-
 What is right age for students to perform exercise?
◦ 18 to 21
◦ 21 to 24
◦ Above 24
 Do you think students willingly do exercise ?
◦ Yes
◦ No
 Do you agree, that physical activity is important for students ?
◦ Agree
◦ Disagree
◦ Not sure
 Do you think that students have negative attitude towards exercise ?
◦ Yes
◦ No
◦ Not sure
 According to you, how much time students willing to devote to an exercise ?
◦ 2 hours
◦ 3 hours
 Do you think that exercise is beneficial for students ?
◦ Yes
◦ No
 In your opinion what kind of exercise is better for students ?