Marketing Research Report

Added on - 28 May 2020

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Running head: MARKET RESEARCHMarket ResearchName of the Student:Name of the University:Author’s Note:
1MARKET RESEARCHTable of Contents1. Data Analysis:........................................................................................................................21.1 Overview of the research problem:..................................................................................21.2 Sampling Methods:..........................................................................................................31.3 Strategy to collect/sample data:.......................................................................................41.3.1. Strategy:...................................................................................................................41.3.2. Quantitative Data Analysis:.....................................................................................51.3.3. Qualitative Data Analysis:.......................................................................................62. Questionnaire for the Online Survey......................................................................................73. Online Focus Group.............................................................................................................174. Recommendation:................................................................................................................175. References:...........................................................................................................................186. Appendix..............................................................................................................................196.1. Questionnaire for the Online Survey.............................................................................19
2MARKET RESEARCH1. Data Analysis:1.1 Overview of the research problem:The major management issues that can have an influence on their decision makingprocess is asked as research question (Peter, Olson and Grunert, 1999). Besides, theresearcher is interested to have most common ways to segment the market to undertake anevent in tourism. One more fact is that to improve the growth of the regions. The onlinesurvey is incorporated to investigate the responses of questionnaire for collecting preciseanswers.The data analysis is a reflection of overview of research problem (Cash, 2015). Ithelps to conclude about effective marketing as well as tourism plans. The sample surveys areoperated on chosen dataset of the target population utilising a some assumptions about thetarget population. The nature of variables refers the application of the sample-basedapproach. To draw out the association between the whole population and selected sample, thesampling methodology requires to be based on statistical processes.1.2 Sampling Methods:Different types of data collecting techniques are present to adopt. Sampling byinterview method, questionnaire process, survey & census process and observation processare well known. The Sampling method is of two types that are Probability and Non-Probability. The Sampling methods are of four types that are Simple Random Sampling,Systematic Sampling, Stratified sampling and Cluster Sampling. Non-Probability sampling isof four types that are Convenience sampling, Judgement sampling, Quota sampling andSnowball sampling.
3MARKET RESEARCHThe questionnaire process is granted in this marketing research report. Beforeexecuting the survey of the samples, it is required to define a target population. The aim ofthe survey by questionnaire method is to be aware of the effectiveness of a product or serviceof market research. Here, the target population is the collection of selected consumers. It iscritical to select the most appropriate target population for satisfying the purpose of assessingthe survey.In Questionnaire method of surveying, a questionnaire is e-mailed to thecorresponding respondents who are expected to provide their respond, understand and replyon their own and fill up the questionnaire. The questionnaire is consists of few questionsgiven in a sequential order on a form or on set of forms. In case of rehearsal of main surveyby experts, “Pilot study” is required by experts for testing the questionnaire for vulnerabilitiesof the questions and techniques used (Palinkas et al., 2015).The main aspect of good questionnaire is that it should be presize, simple andlogically sequenced. Technical terms and sensitivity issues must be avoided. The reliability ofthe respondents must be present at the time of giving the responses. Most of the questionsshould be close-ended questions. Besides, use of “Likert” scale to tabulate the responses ishelpful to interpret and refer the graphical representation.The data collected by questionnaire survey method is primary in nature. The data isqualitative whereas we had options to collect both the qualitative and quantitative data. Thesample size is small (12), therefore the outcomes may fluctuate from actual scenario.However, the collected sample is free from bias and easy to interpret.The market survey and segmentation of various events are based on live Justin Biebershow in Adelaide. The influence of the show on the tourists and segmentation of the tourismmarket shows the assessment of enhancement in this research report. The research has tried to
4MARKET RESEARCHdistinguish the different modes of segmentation of the market. The method of enhancementof such events in Adelaide could improve the rising of business in the region and the society.1.3 Strategy to collect/sample data:1.3.1. Strategy:The strategy of marketing research is that it explains overall strategy that plansassimilation of various components of the paper in an appropriate way. The marketingresearch effectively highlights the research issues and therefore consists of structure for themeasurement, collection and the analysis of collected data.The simple strategy to incorporate the research report is that to derive firstly theliterature review and general concepts about the market research attributes of forthcomingJustin Bieber show in Adelaide. Proper citations and references would support the literaturereview and its basic establishments for and against the topic of the research. In the next stage,we would prefer to match the established hypothesis with the analysed data collected fromsample survey method. It is a deductive primary research procedure.Here, people responded about-1. Frequency of tourism travelling,2. Market segmentation that is beneficial for development,3. Events of local community that aids in business,4. Role of behaviour of consumers,5. Essential market assessment before an event,6. Market segmentation and undertaking of an event.
5MARKET RESEARCHThe analysed responses of the people would help the researcher to compareconclusions and recommendations drawn from both literature review and data analysisprocess. Strategically, researcher would like to focus mainly on qualitative data analysis. Thevariables of the data analysis are categorical and nominal. No numeric variables are added inthis research. Therefore, the data analysis procedure is purely qualitative data analysis.Below, the identifications and characteristics of both types of data analysis(Quantitative and Qualitative) are elaborately discussed.1.3.2. Quantitative Data Analysis:Quantitative data analysis is utilised to measure the magnitude of data. It has a fixedformat of pre-determined response categories and standard measurements. The broad scaleddata is collected from huge representative sample. Inferential statistics and testing ofhypothesis could be used in data to support conclusion. Numerical aggregation, summariesand responses are clustered for statistical data analysis.In case of quantitative data analysis, research questions are fixed or focused and theoutcomes are detected in advance. It is a linear hierarchy process where confounding factorsare controlled during design and analysis. The quantitative data analysis is apprehended fromthe structured data of collection instruments. Generally, quantitative data analysis producesoutcomes that are more generalized, compared and summarized than outcomes of qualitativeoutcomes.Quantitative data analysis produces a sample that permits the understanding of thesocial method of interest. Purposive sampling is the most creative sample to respond researchquestion. Enduring interpretation of data would show the approach, identification, themes andexplanations of the dataset. Qualitative data analysis is based on various data collectionmethods that are Observation, Interview, Focus Group Discussion and other methods.
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