Develop Market Research Plan

FITLIFE MARKET RESEARCH
Name of Student
Institution Affiliation

Task 3: Define Market Research Objectives
In this task, you will develop a project objective through consultation with the stakeholders of
the organisation.
3.1 Develop a market research objective
Broadly, this research aims to evaluate the type of people who go to the gym more
3.2 Develop a scoping document for this objective
Complete the Project Scope Template (see separate document).
3.3 Consult with stakeholders on draft objectives and scope and seek feedback
Dear marketing manager
Please check the complete market for project for new FITLIFE centre
Seeking feedback
Jimmy
Market research project officer
3.4 Review this feedback and finalise market research objective
Attach the copy of the email exchange with your Manager.
Attach the final version of your Project Scope document to your Student Assessment Workbook
Task 4: Define Data Gathering Approaches
In this task, you will plan the market research project to achieve the objective by identifying
research questions and the method of data collection, along with the source for this information,
and how the data will be analysed
4.1 Identify the research questions
What is the demographic profile of people who regularly go to the gym in terms of status,
education attainment, gender and age?

What are the factors that make people to go or not to go to the gym?
What is the role of fitness centres in increasing the number of gym enrolments?
4.2 Identify types of data required
Both qualitative and quantitative data will be required for the project
Quantitative data
Qualitative data is the data used to express a certain range, amount or quality. It is
presented in the form of counts with each count having a numerical value. The information
derived from quantitative data can be used for statistical analysis and mathematical calculations.
Real life decisions may be informed by these mathematical derivations. Quantitative data will be
used to ascertain aspects such as the number of people who go to the gym (Brannen,2017). In
addition, it will also be used to ascertain the frequency of gym visits. Finally, it will also be used
in determining the percentage of people within the larger population who go to the gym plus
those who don’t.
Qualitative data
Qualitative data is type of data that characterises and approximates without measuring the
properties, characteristics of e phenomenon or a thing. Unlike quantitative data which defines,
qualitative data is used to describe .Usually, this type of data is non-numerical and can be
observed and recorded. Also, qualitative data can be arranged categorically based on the
properties and attributes of a phenomenon or thing. Qualitative data will be used to measure
qualitative aspects such as the age and gender of individuals who hit the gym frequently
(Bryman, 2017). It will also be used to ascertain the perception of people on new innovative
fitness and well-being programs as their overall perception of the concept of fitness.

4.3 Identify data collection methods
Method strengths Limitation
Focus group
Focused group discussions
will be used to collect
qualitative data. Groups will
be assigned about 6
participants , with each group
having a moderator to
smoothen the group
discussions
 Great way to generate ideas
and opinions
 Respondents can feed off
each
Other and be valuable
contributors.
 Well-chosen groups can
provide good outcomes and
new ideas and perspectives.
 May have difficult members
in the group who dominate or
refuse to contribute
 Can contaminate the results
 Need to be sure the group is
not handpicked to provide
answers already known or
expected.
 expensive
Mail surveys
Mail surveys will be efficient
means of collecting data. For
example it will be used to
ascertain the rates of
customer satisfaction with the
current fitness and wellbeing
programs within FitLife
centres
 relatively inexpensive
 asking more questions
 responses are more
considered
 can be confusing for the
question
 requires manual processing
 low efficiency
One on one interviews
One on one interviews will be
 can be in depth by probing can unduly influence