Business Research Report: Bunbury Boat Show Consumer Preferences

This business research report examines the Bunbury Boat Show, focusing on consumer preferences and the effectiveness of online marketing strategies. The research design employed both quantitative and qualitative approaches, including questionnaires and focus groups, to gather data from the target audience. The study analyzed consumer behavior, including their access to boat show information, purchasing power, and engagement with water-based activities. Key findings revealed that Facebook is the primary platform for accessing boat show information, and the target population shows a positive attitude towards boat show activities. The report concludes with recommendations for leveraging online platforms to attract more customers, providing valuable insights for the Bunbury Boat Show's future development and marketing efforts. The report also explores demographic profiles, including income levels and preferences for watercraft ownership and leisure activities, offering a comprehensive overview of the target market's characteristics and behaviors.

Running head: RESEARCH PRACTICES FOR BUSINESS 1
UNIT TITLE
STUDENT’S NAME
NAME OF UNIVERSITY
PROFESSOR’S NAME
COURSE
DATE

RESEARCH REPORT FOR BUSINESS
BUSINESS RESEARCH REPORT
Recent research has proved that people’s passion for water based activities has declined. This is
because of the following reasons; higher demand on leisure time for individuals, low economic
condition among individuals and passion for online entertainment especially among the youths.
So for Bunbury, determination of consumer preferences is very vital and the way they will have
an access to boat show advertisements is as well as of significance because it will raise the sales
of the company. The research aims to introduce an online website where the target market will
have an access to their boat shows, which would have been designed to attract more customers.
Through Bunbury online services, Bunbury will be able to identify its target customers hence
will increase their sales hence propulsion for future development. Determination of the target
customers will also help Bunbury to assess the publics online searching behavior hence Bunbury
will be able to know from thorough analysis of public online behavior whether the plans they
have regarding the boat shows will succeed. The research will enable Bunbury to identify
general public’s attitude towards water based activities. Bunbury will also be able to determine
the attitude of customer’s willingness to spend on water based activities which will facilitate
determination of market range. The online research behavior of the target customers more so the
youths will enable Bunbury to determine the most effective way of marketing its new boat
shows. Furthermore, the online marketing strategy will be evaluated and see whether it can be
adopted as one of the company’s marketing strategy.

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RESEARCH DESIGN
This refers to the approach that was applied by Bunbury (Research Design and
Methodology(n.d.). The research design introduced the research methodology followed by the
sampling methods used in research (Mitford, J. 1973). The research design further outlined the
data collection techniques applied and finally the qualitative and the quantitative research
methods that were applied by Bunbury in their research. Research entails the approach together
with the design used in Bunbury research. Quantitative and qualitative approaches were used
(Lucky, Eisenberg, & National Research Council (U.S.), 2006). Quantitative research helped to
approximate some of the final research results. Questionnaires were used which was the
quantitative method applied in Bunbury research with were filled by the specific population of
the target customers.
. Qualitative research was used by Bunbury to determine consumer preferences so as to design
boat shows that would be attractive to their customers (Section II. Research Methods. 2018).
During the qualitative research, the focus group method was used to make a detailed study for
what themes for boat shows the potential customers prefer to see which would enable the
company to come up with their plan of boat shows based on the results.
DATA COLLECTION INSTRUMENTS/METHODS
QUESTIONNAIRES/SURVEY
Questionnaires were administered to the respondents by Bunbury which were filled to evaluate
ways of marketing the company (Soh, S. 2016).
FOCUS GROUP

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Focus group discussions were used during the research and each group consisted of 6-8 people
which enabled Bunbury to have a deep understanding of its consumers’ preferences for their
future development.
SAMPLE POPULATION
The study was eligible for the target customers who are the frequent users of the internet that is
the general public (Kothari, C. R., & Garg, G. 2016).
SAMPLING METHOD USED TO COLLECT OBSERVATIONS
Both random sampling and stratified sampling were used by Bunbury in their data collection
(Harkins, E. P. 1970). For random sampling questionnaires were used. Stratified sampling was
used which under quantitative research where Bunbury divided individuals into clusters and a
few people who represented the behavior of the entire population were selected from the clusters.
From the focus groups, Bunbury was able to determine what the public wanted hence
strategizing on their boat show advertisement
.
PROFILE DEMOGRAPHICS
REPRESENTATIVES OF THE RESEARCH DATA

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The target customers who are the general public were the main participants for this research for
Bunbury Boat Show. The company organized 20 buses which were used to ferry the participants
to a common venue from all the regions (Woodside, A. G. 2016). The management used various
ways to obtain their feedback more so the questionnaires were used so as to provide specific
feedback that the company wanted from the general population as per the measuring instrument.
DATA ANALYSIS
Descriptive research design was appropriate approach for this study (Fisher, R. A. 2017).
Bunbury used this design because of the descriptive nature of the study elements or variables.
This method provided quantitative data from across section of the chosen population.
Descriptive statistics used the frequency distribution to describe the demography of the
population that was used in the study by Bunbury Boat Show company It was observed that 90%
of the population came at the boat show to enjoy; sailing yachts, enjoy water skiing and wind
surfing and 10% came for; driving related products, jet skis, electronics, trailer boats and
canoes/kayaks. As evident from the table 100% of the respondents first heard about the Bunbury
Boat Show in Facebook since that’s the online platform with most of the target customers. 80%
of the target population never owned a boat or a water craft and only 20% of the target
population owned a boat or a water craft which implied that Bunbury should try as much as
possible to buy those water vessels so as to attract the interested population.

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The below table outlines the activities that brings the target population
to the Bunbury boat show with percentages, it also outlines how the population heard about
Bunbury Boat show and the population owning yacht or water Craft
Sailing boats
Yacht sailing
Water skiing
Target
population
90%
Driving related products
Jet skis
Electronics
Trailer Boats
Canoes/Kayaks
Target population 10%
Reception of the information
about Bunbury Boat show
Through internet(Facebook)
Target Population 100%
Yacht or Craft ownership Yes
No
80%
20%

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Bunbury also wanted to establish whether the target population was
interested in sailing for leisure and if they would acquire the vessels. By
acquiring the vessel, it meant that they would be always at Bunbury hence
wide market for their goods and services. Bunbury also had to establish the
capability of its target population in acquiring a boat or a watercraft within
the next 6 months so as to assess their financial capability. A sample of 500
people was used as indicated in the table below

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At the Bunbury Boat Show YES
NOT SURE
200
150
In the next three
months
YES
NOT SURE
150
150
In the next 6 months
Yes
NOT SURE 400
50
Yes, but not in the next
6months
total
500
NO Not interested at all whether at
the show or in coming months
150

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Bunbury also wanted to determine from the population about the primary
benefit of their engagement in water based activities so as to determine the
efficient marketing strategy of reaching the target population. A sample of
500 participants was used as shown in the table below expressed In
percentage form.
Benefit of engagement
in water based activities.
Yes No
Family outing 75% 25%
Fitness 85% 15%
Friendship 45% 55%
Relaxation 90% 10%
Social networks 50% 50%
Fun 90% 10%
Bunbury also wanted to determine the frequency at which the target
population visit the websites to find out the information about boating or
water sports so as to determine the frequency of advertisements in order keep
the target population and the new entrants in the market on toes as illustrated
in the table below in a sample population of 500 expressed in percentage
form
Frequency Yes No
Once a week 35% 65%
Once a month 15% 85%

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Once every 3 months 10% 90%
Once a year 0% 100%
Daily 85% 15%
Bunbury Boat Show company also wanted to determine the household
income of its target population so as to evaluate its purchasing power as for a
sample population of 500 individuals who are financially independent and
the results are as shown in the table below
Household income Percentage
Less than $40k 60%
$41k-$60k 40%
$61k-$80k 25%

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$81k-$100k 20%
$101-$120k 15%
$121k-$140k 10%
$141kand above 5%
The graphs below give a proper illustration of each and every result outcome
from the research done by Bunbury Boat Show Company
Influence of various activities on the target population
Yacht sailing
Driving related products
Electronics
Canoes/Kayaks
Through internet(Facebook)
0% 20% 40% 60% 80% 100% 120%
influence of various show activities to the target
population

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The graph below outlines the interest of the target population in acquiring the water vessel
In the next 6
months
0 0.2 0.4 0.6 0.8 1 1.2
The graph below outlines the significance of water base activities to the
target population