Business Research Report: Christmas Market Expectations and Motivation

This report presents a business research study focused on understanding customer behavior, motivations, and expectations within the context of Christmas markets. The research investigates the factors that attract people to these events, including the desire to experience a festive atmosphere, enjoy comfort foods, and purchase unique gifts. The report outlines the research rationale, theoretical framework, and research questions, followed by a detailed discussion of the proposed methodology. An abductive research approach is employed, supported by an interpretivism research philosophy. Stratified sampling, based on age and gender, is used to select participants, and data is collected through interviews, analyzed using qualitative methods. Potential limitations, such as the time-consuming nature of interviews and the influence of respondent attitudes, are acknowledged. The research aims to provide valuable insights for Christmas market organizers to enhance customer satisfaction and improve their offerings. The report concludes that the research methodology is effective in achieving the research objectives, providing actionable information for visitor attractions.

Business Research in an
Operations Context

Table of Contents
INTRODUCTION...........................................................................................................................3
Part 1................................................................................................................................................3
Research Title..............................................................................................................................3
Research Rationale......................................................................................................................3
Theoretical Framework................................................................................................................4
Research Question(s)...................................................................................................................5
Part 2................................................................................................................................................5
Proposed Methodology................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Christmas market refers to a street market that is associated with celebration of Christmas
during four weeks of advent. These markets were originated in Germany and now there are seven
countries where this market are started and operated. Attractions of Christmas market include
nativity scene and figure made of decorated dried plums, carved nutcrackers and traditional
Christmas cookies along with several other attractions. This report is about Christmas market and
about motivation behaviour and Expectations of people who attend this event.
Part 1
Research Title
“Motivation, behavior and expectations of people attending Christmas Markets”.
Research Rationale
Research is being conducted so that those people who start and operate Christmas
markets can understand what are the elements that attract customers and people who attend these
events. This investigation will help those people who are visitor attraction and run Christmas
markets to attract customer and people towards their business. The knowledge and information
can help them in improving their presence in Christmas market and attracting more customers for
people towards their business.
Aim of the research is to identify and understand motivation, behaviour and expectations
of people who attend Christmas market.
The information through the research will be availed to people who run Christmas
market. Understanding motivation behaviour and expectations include why people come to
Christmas market and what they expect from such events so that information can be used by
people who run Christmas market and fulfil expectations and wants of people who attend
Christmas market. Mainly this information will be provided to client who is a visitor attraction
(Chouinard and Cousins, 2021).

Theoretical Framework
Christmas markets are Street markets and these are associated with festival and
celebration of Christmas. This market for originated in Germany history of Christmas market
goes back to late middle ages in Europe. This market pre Christmas season and provided a space
and which strict social hierarchy disappeared. Christmas market allowed patience and farmers to
purchase Boot House where and equipments and in such market high society people can bye
handcrafted jewelry, toys and wood-turned items. However increase in departmental stores
reduced profitability of this market and they became fun fair. Christmas markets for also
intended to increase Patriotism and social Cohesion (Brida, Meleddu and Tokarchuk, 2017). In
UK Christmas market are very important for winter economy and make significant contribution
to winter economy of country. They create temporary job and attract visitors from out of town
and increase sales for local shops and cafes. This is the reason that is markets are increasing in
size number and duration as well as in footfall.
There are several reasons because of which individuals attend Christmas market such as-
Soak up Yuletide Atmosphere- This is one of the reason because of which individuals attend
Christmas market. This market provide and very different experience that people can soak up
that include several small elements such as bright lights of Farris wheels, sounds of Carol singers
in background and array of Christmas treats. These elements of Christmas market provide a very
different and special experience to visitors.
Comfort food- This is another reason that people visit and attend Christmas market. Christmas
markets sell several types of authentic dishes such as roasted chestnuts homemade Gingerbread
and traditional pastries and several other kind of food and beverages (Christmas markets: their
long history and changing future, 2020). This is one of the reasons that people attend resource
market to eat and enjoy comfort food.
Handmade Gifts- Christmas market offers helmet gift to customers and this is one of the
celebration where gift are very important. In Christmas market customers and visitors can get
handmade gifts including traditional craft scented soap Candy and chocolates and unusual
handmade Christmas card. These are some of the example of of gift that one can get in Christmas
market. This means that one can get special gift in Christmas market which is one of the reason
for people to attend Christmas market.

Factors that drive people to attend Christmas market includes getting in spirit of Christmas and
trending videos of Christmas market (Marcher, Erschbamer and Pechlaner, 2019). Along with
this amazing light displays at Christmas market and food are some other drivers for people to
visit and attend Christmas market.
It can be said that there are several reasons for people to attend Christmas market and this is why
there is a reason for each and everyone to attend Christmas market.
Research Question(s)
 What people want from these kinds of event?
 What drive people to attend events like Christmas market?
 What kinds of products and by whom products are bought in Christmas market?
 What are primary intentions of people for attending such events?
Part 2
Proposed Methodology
Research Approach- Research approach is concerned with plan and procedure for research.
This involves steps from broad assumptions to detailed method of Data Collection analysis and
interpretation. There are mainly three types of research approaches that include deduction
induction and abduction research approach (Mohajan, 2018). For the purpose of this research
Abductive research approach will be used. In this research approach known premises are used to
generate a testable conclusion. This involves data collection to explore phenomenon and this
research approach leads to theory generation or modification.
Research Philosophy- Research philosophy is concerned with source and nature and
development of knowledge in research. Research philosophy is also concerned with belief about
the ways in which data about a phenomenon in research should be collected analysed and
used.There are different types of research philosophy in which interpretivism research
philosophy will be used for this research. Interpretivism research philosophy includes size of
sample and undertakes in-depth research. In this nature of research is qualitative.

Sampling- For this research stratified sampling will be considered. In this technique of sampling
overall population is firstly divided into subgroups who share similar characteristic. For the
purpose of this research population will be divided on the basis of age and gender (Dźwigoł and
Dźwigoł-Barosz, 2018). Population will include those who attend Christmas market and also
those who are attraction at Christmas market. For selecting attraction simple random sampling
will be used. The reason behind stratified sampling is to ensure that every kind of population can
have participation in research which help in identifying different angles of research. This means
that through this researcher will be able to understand motivation, behaviour and expectations of
people from different age and gender for attending Christmas market. In this 15 people from
population of people who attend Christmas market will be selected and along with this five
people from those who are attraction at Christmas market will be selected for research.
Data collection- Data collection involves primary and secondary sources for collecting data.
Primary sources for data collection include those places from where data has never been
collected earlier. Secondary data collection includes collecting data from books journals and
articles by whom research has been conducted earlier (Basias and Pollalis, 2018). For this
research primary as well as secondary data sources will be used for data collection. Primary data
collection will be done through Interview method. Interview method helps in collecting and an
understanding data in detail.
Research Method- Method of research involves different ways through which research can be
conducted. For this research method for research that will be considered for research includes
Interview. Interview involves detailed conversation about topic for which research is being
conducted with respondent.
Data Analysis- Data analysis is concerned with analysis of data to understand meaning of data
and to draw conclusion and result of research on the basis of data collected. There are several
ways in which data can be collected and for this research data analysis method will be qualitative
analysis. Approach of data analysis includes answering questions like why, what and how
(Dodds and Hess, 2020). This research is qualitative research and this is a approach of data
analysis is also qualitative which leads to in depth understanding of data and also help in drawing
appropriate conclusion for research.

Potential limitations
This research methodology has been developed considering aim and objectives of
research. This methodology helps in achieving goals of research effectively, however there are
certain objectives associated with research methodology and these are-
Time consuming- This is one of the limitation of this research in which Interview is highly time
consuming for research. This means that conducting interview with around 20 people requires
time and efforts for researcher, which increases length and complexity of research.
Attitude of respondents- This is also one of the very important limitation of this research in
which attitude of respondent plays very important role in overall success of research. This means
that when respondents have positive attitude then only they will contribute effectively in research
(Dźwigoł and Dźwigoł-Barosz, 2018). In random sampling everyone in population have equal
probability of becoming respondent and this is why attitude and perception of respondents is
highly unpredictable.
Complicated- This is also a limitation in which qualitative research requires effective and sound
understanding of researcher. This means that in qualitative research data interpretation mainly
depends on understanding of researcher and inaccurate understanding can affect research.
CONCLUSION
On the basis of above discussion it can be concluded that research methodology
developed for research can help in effectively achieving goals and objectives of research. With
help of this research, researcher will be able to identify motivation, behavior and expectations of
people who attend Christmas market and give this information to Christmas market attraction.

REFERENCES
Books and Journals
Basias, N. and Pollalis, Y., 2018. Quantitative and qualitative research in business & technology:
Justifying a suitable research methodology. Review of Integrative Business and
Economics Research. 7. pp.91-105.
Brida, J.G., Meleddu, M. and Tokarchuk, O., 2017. Use value of cultural events: The case of the
Christmas markets. Tourism Management. 59. pp.67-75.
Chouinard, J.A. and Cousins, J.B., 2021. Developing an ethical rationale for collaborative
approaches to evaluation. Evaluation. p.1356389020978501.
Dodds, S. and Hess, A.C., 2020. Adapting research methodology during COVID-19: lessons for
transformative service research. Journal of Service Management.
Dźwigoł, H. and Dźwigoł-Barosz, M., 2018. Scientific research methodology in management
sciences. Financial and credit activity: problems of theory and practice. 2(25). pp.424-
437.
Marcher, A., Erschbamer, G. and Pechlaner, H., 2019. Escaping from the Event? Residents'
Perception of Christmas Markets in Northern Italy. Event Management. 23(4-5).
pp.599-611.
Mohajan, H.K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People. 7(1). pp.23-48.
Online
Christmas markets: their long history and changing future. 2020. [Online]. Available Through: <
https://theconversation.com/christmas-markets-their-long-history-and-changing-future-
151009>.