Market Research for Gymnasium: Current Trends, Potential Customers, and Promotional Strategies

This article discusses the importance of market research for gymnasiums, including identifying current trends, potential customers, and cost-effective promotional strategies. It also explores the challenges faced by gymnasiums and the methods of data collection and analysis. The article provides a questionnaire for gathering information from potential survey respondents and profiles the target audience for the research. References are included for further reading.

ASSESSMENT TASK 2- PLAN
MARKET RESEARCH

Table of Contents
INTRODUCTION.......................................................................................................................................2
PART A.......................................................................................................................................................2
Rationale for market research..................................................................................................................2
Research objectives & aim......................................................................................................................3
Hypothesis...............................................................................................................................................3
Research design.......................................................................................................................................3
Data collection method............................................................................................................................4
Method of collation.................................................................................................................................5
Data analysis methods.............................................................................................................................5
Sources of information that can be utilized to inform market research....................................................6
PART B.......................................................................................................................................................6
Questionnaire...........................................................................................................................................6
Profile of potential survey respondents....................................................................................................8
REFERENCES..........................................................................................................................................10

INTRODUCTION
PART A
Rationale for market research
Market research caters relevant data to aid solve marketing challenges that a company
can most likely face. It consists of systematically collecting data about individual and then
analyzing it to better comprehend what that selected group of people needs. The main reason
behind conducting current study is to identify current trends in market related to gymnasium that
is quite helpful for John’s Gym. With the help of this market research researcher can understand
or examine potential customers for company. Within the current market situation, there is a wide
rivalry between gyms which poses great challenges over chosen company in terms of retaining
consumers as well as managing business activities in systematic manner. By conducting market
research researcher is also capable to determine cost effective and most efficient ways John’s
Gym can use to promote gymnasium that is quite beneficial for organization in term of
increasing profitability and productivity rather than before. It allows understanding the needs or
target market and their preferences about gymnasium. It help firm to take decision after
collecting more data about market trends. Moreover, this research will aid scholar to analyze
profile of people who most likely to utilize Gym services.
Research objectives & aim
Aim
To determine the effective ways to promote the gymnasium through identifying current
trends in the market. A case study on Australia.
Objectives-
 To analyze current market trends for consumer as well as product satisfaction
 To evaluate the potential consumers for John’s Gym
 To identify the most cost effective ways John’s Gym can use to promote gymnasium
 To determine the challenges faced by gymnasium

Hypothesis
 What are the current market trends use for product and consumers satisfy
 How are the potential consumer for John’s Gym
 What are the cost effective methods John’s Gym can use to promote Gymnasium
 What are the challenges faced by gymnasium
Research design
It refer to whole tactic which can be utilize by investigator in respect of integrating varied
elements of study that is connected to data presented or collected in several forms. It is very
important to manage research design in effective and appropriate manner, as it aid in collecting
info and present in systematic manner, so that it shows right information or data. Research
design mainly concentrates on managing reliability of data which is gathered through carrying
this method. Research design is distinguished into two forms quantitative and qualitative.
Quantitative research design is either experimental or descriptive (Loeb and et.al., 2017). It is
utilized to quantify issues by way of collecting numerical data or info that can be changed into
useful and helpful statistics. In context of qualitative research, it is used mostly be researchers
studying and identifying human behavior, themes and opinions. It varies depending upon
approaches utilize for participant observations and in depth interviews.
In respect of current research, researcher adapts qualitative method which is quite
beneficial in term of data collection. This method outcome in carrying survey process or
questionnaire to collects data relevant to chosen topic for this study. In regards to quantitative
research design, it usually outcome in presenting data on basis of statistical, diagram or graphs.
Through this manner, investigator can apply qualitative approaches in which they usually focus
on selecting questionnaire processes to raise number of questions to selected respondents
(Glesne, 2016). By this process, scholar collect suitable and appropriate information from chosen
participants and also shows data to cater efficient and beneficial results which is supporting
investigation topic. With this research design investigator is able to encourage individual to
expand on their responses or answers can open up new subject area not initially focused.

Data collection method
It defined as processes of gathering, measuring and examining appropriate insights for
investigation utilizing standards relevant methods (Coleman and et.al., 2018). Researcher in
current study can evaluate their hypothesis on basis of gathered data. In most cases, it is primary
and most essential step of investigation, irrespective of area of research. The method of data
collection is varied for several fields of study, depending on needed information. In this approach
data is gathered through applying secondary or primary method. In respect to present study,
researcher uses both primary and secondary data collection methods. Primary approach primarily
shows information or data which is suitable to actual data. In this method, original data is to
collected through carrying questionnaire process. By using primary method, it outcomes in
obtaining appropriate data as information can be to gathered from raising questionnaire. It is
helpful and useful because of fact that this collected data has not been utilized earlier and is
being also used for the first period. It can be said that overall investigation will be completely
new.
Under secondary method, information or data are already completed and attempted by
some other authors or publishers and it is accessible in market. Furthermore, this approach is also
contains varied methods to get data like magazines, websites, journals, articles and so on.
Researcher on basis of gathered info can insights more content over previous records and render
to firm in order to complete their pre identified aim in a systematic as well as effective way.
Investigator gathers data by using books, newspaper, journals and other documents that is
appropriate for overall procedure.
Method of collation
Data collation is construction or collection of ordered process of data from raw data
collected. It manages data in particular system and order as directed by group of people.
Collation means to compile resources or information for purpose of study. Researcher collate
data in current study by verify analysis using valid and suitable techniques. Collation includes
collecting, arranging and annotating related data that help in drawing appropriate conclusions.
The most common methods of data collation are surveys, published literature sources and
observations. Researcher in context of current study can conduct survey which makes them able
to gather a lot of data about current markets trends that can be quite beneficial for John’s Gym as

they can use data and serve their services accordingly. Surveys allow investigator to describe
characteristics of wide population and permit them to identify their perspectives related to
gymnasium services. It can be said no other investigation or data collation approaches can cater
this wide capability which assures a more appropriate sample to collect targeted outcomes in
which to draw final conclusions & make essential findings. It is one of the best cost effective
methods researcher can use, it is relatively inexpensive.
Data analysis methods
It defined as procedure of effectively as well as systematically applying statistical or
logical methods to illustrate and describe, recap and examine data. Data analysis refer to
procedure of analyzing and simplifying collected data by researcher set for identifying suitable
results of concerned situation in regards to John’s Gym. In investigation, data and information
related to topic can be examined through different methods utilizing SPSS and thematic analysis.
These techniques use in accordant with research form or problem. For assessing info about
fitness trends within market place and consumer use of gymnasiums thematic perception method
can he applied by investigator which is very useful for them (Drinkwater and et.al., 2017). On
the basis of this, varied theme can be prepares according to responses collected and supported
through means of graphical presentation. Thematic analysis cater scholar a highly flexible
approach that can be changes for need of different situations, offering a detailed, yet difficult
account of data. This method is suitable with qualitative research and concentrate on evaluating
different themes of meaning within data. It can be emphasize rich description and company of
data set and theoretically informed data interpretation of meaning. Thematic analysis cater vast
amount of flexibility that is good for researcher as it allow them to gather data in different ways.
Sources of information that can be utilized to inform market research
Appel-Meulenbroek, R and et.al., 2019. Employees’ preferences for services and facilities
offered in serviced offices. Facilities.
Choi, H.J., Hecht, M. and Smith, R.A., 2017. Investigating the potential impact of social talk on
prevention through social networks: The relationships between social talk and refusal
self-efficacy and norms. Prevention Science. 18(4). pp.459-468.

Loureiro, V.B., Alves, A.R. and Barbosa, H., 2018. Quality and satisfaction in gymnasiums &
health clubs. Materiales para la Historia del Deporte. 18.
Thompson, W.R., 2019. Worldwide survey of fitness trends for 2020. ACSM's Health & Fitness
Journal. 23(6). pp.10-18.
Tsitskari, E., Tzetzis, G. and Konsoulas, D., 2017. Perceived Service Quality and Loyalty of
Fitness Centers' Customers: Segmenting Members Through Their Exercise
Motives. Services Marketing Quarterly. 38(4). pp.253-268.
PART B
Questionnaire
Demographic information
Name ()
Age ()
Gender ()
Q.1 Are you presently a fitness member ?
 Yes ()
 No ()
Q.2 Why do you prefer to go for gym ?
 Weight loss ()
 Rehabilitation ()
 Health improvement ()
 Strength training ()
Q.3 How frequently you go to gym ?
 2 days in a week ()
 Alternate days ()
 Weekly ()
 Monthly ()

Q.4 According to you, what would be an adequate monthly fees for the choosing gym services,
in case it is sold as package ?
 $10-$20 ()
 $20-$30 ()
 $30-$40 ()
 Higher than $40 ()
Q.5 which one do you prefer the most if options available in the gym?
 Individual ()
 Membership ()
Q.6 Which kind of services do you prefer?
 Gender specific facility ()
 Gender specific areas ()
 Coed facility ()
Q.7 At the time of gym selection which factor affects your decision-making?
Quality of services ()
Availability of unique machines ()
Price ()
All of the above ()
Q.8 How much you are ready to pay for the services offered by gym?
 £25-35 per month
 £35-45 per month
 More than £45 per month
Q.9 From the following lists, which mode attracts you more while searching for gym services?
 Facebook ()
 Twitter ()
 Instragram ()

 Newspaper and magazine ()
Profile of potential survey respondents
Australians women aged 18 to 34-
Australians women are more active than men that seek to participate in all fitness
activities at high rates than male, with exception of power lifting, bodybuilding and weightlifting
activities. They have high rates of using of especially Gym or fitness activities with those aged
15 to 17 and above 65 and older lowest. Women’s are the main ideal consumers of John’s Gym
as they take part in each activity.
Men’s aged 20- 40
Men nearby John’s gym also take part fitness activities but less than female. They are
unable to take part like women’s because of busy schedule. To look good and keep body
maintain men do a lot of things, they demand for different types of machines or exercise that
gives body an appropriate shape. Men as compare to female put a lot of demand related to Gym.
Youngster between age of 18 to 30-
More than above ideal customers, youngster in Australia are more crazy about fitness or
gymnasium. They are highly interested to take part in overall activities which are quite beneficial
for them as it help them to fit their body and give a nice look.

REFERENCES
Book and Journals
Coleman, T.C and et.al., 2018. Systems and methods for collecting, analyzing, and sharing bio-
signal and non-bio-signal data. U.S. Patent 9. 983. 670.
Drinkwater, K and et.al., 2017. Understanding the unknown: A thematic analysis of subjective
paranormal experiences. Australian Journal of Parapsychology. 17(1). pp.23-46.
Glesne, C., 2016. Becoming qualitative researchers: An introduction. Pearson. One Lake Street,
Upper Saddle River, New Jersey 07458.
Loeb, S and et.al., 2017. Descriptive Analysis in Education: A Guide for Researchers. NCEE
2017-4023. National Center for Education Evaluation and Regional Assistance.