BSBMKG506 FITLIFE Market Research: Planning and Data Analysis

This assignment details a market research project for FITLIFE, a fitness center chain. The student, in the role of Market Research Project Officer, outlines the research objectives, scope, and data gathering approaches. The assignment identifies research questions regarding gym-goers' demographics and motivations, and differentiates between qualitative and quantitative data requirements. Data collection methods such as focus groups, surveys, and interviews are evaluated, alongside the identification of primary and secondary data sources. The student quantifies the required data and details data processing methods, including manual, mechanical, and electronic approaches. Finally, a market research plan is developed, including resource and timeline estimations, feasibility analysis, and a stakeholder approval process. The assignment demonstrates a comprehensive understanding of market research principles, including the planning, data collection, and analysis stages.

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

the will be used in qualitative
research. Its personal
approach makes it a popular
choice. The researcher will
collect data from the
participants on one-on-one
basis through structured or
unstructured interviews
with questions
 high response rate
 can provide clear instructions
responses
 work expensive
 logistics an issue
Observation
Observation method will be
used to collect qualitative
data. Through this method,
the researcher will join
participants in their settings
to ascertain behavioural
aspects such as their level of
engagement and motivation.
The researcher will then take
notes of the observations.
 Can be done by managers on
the job settings
 The method is relatively
cheap
 Able to discern responses to
various in-house ideas and
initiatives

 Recording may be unreliable
or nonexistent.
 Biased observers may
contaminate the sample.
 Limited experience with own
business
Literature search  Reliable and valid sources of
research can provide excellent
low cost information.
Literature search may be a
time consuming undertaking

 Can be used in the
identification of key research
questions pertaining a
research topic
 Can help the researcher to
identify the methodologies
used in the previous research
on the same topic
 It can also play a major role in
the assessment of the current
states of the research topic
Online survey Results can be received
instantly
It is relatively cost effective
Questions can be aimed at
anyone within the targeted
population
Online surveys are some of
the easiest methods for the
researcher
 Limited by the confines of
the site features.
 Samples dependent on
availability not directed to
target audience
 Questions can be too general
and not useful at generating
results.
4.4 Identify data sources
Data sources will include both primary and secondary sources

Primary sources
Primary sources of data are the first-hand accounts of information pertaining a particular
topic. They are the original sources of data touching on a specific topic being investigated by a
researcher. Some of the primary souse to be used include people with interests on the research
topic, newspaper reports by reporters engaged in first hand observations or research relating to
the topic, video and audio capture of events (Herrett et al.,2015). Also, data from interviews will
be a primary source of data to be used. Other sources of primary data to be used include data
from newsgroups, blogs email communications, fieldwork and surveys
Secondary data sources
Secondary data is data that has already been collected and which is readily available for
use by researchers. Secondary data is used by researchers in answering new research question or
scrutinize alternate perspectives based on the original (Calantone & Vickery,2010). Some of the
secondary data sources to be used in the research include studies and reports carried out by other
businesses in the same industry, trade associations, health organizations or government agencies
(Windle, 2010).
4.5 Quantify required data
Quantitatively, the research will be focused on finding out the average number of people
who go to the gym in order to group them accordingly. Secondly, the actual number of people in
belong to each gender will also be ascertained. Thirdly, the research will also be focusing on the
number of individuals going to the gym who are single, married, employed or unemployed.
Finally, data on the number of people going to the gym in different geographical areas will also
be a necessity (Bazeley & Jackson,2013).

4.6 Identify and evaluate suitable data processing methods
Data processing refers to the process of converting raw information into meaningful
information. For this research, data possessing will facilitate the manipulation of the gathered
data to produce information required to solve the current research problem. Data processing
includes activities such as data storage, calculation, and summary and data entry. Processed data
is then presented in forms such as graphics, reports and diagrams. The following data processing
methods will be appropriate for the research (Podsakoff, MacKenzie & Podsakoff, 2012).
Manual data processing
Manual data processing method is a method through which data is processed without the
use of any tools or machine. Manual data processing entails manual handling of all logical
operations and calculations on the data. Similarly, the transfer of data from one place to another
place is also done manually. Manual data processing method is however slow, time consuming.
Labor-intensive and can lead to a lot of errors (Tang & Zhang,2013).
Mechanical data processing
This method involves processing data using devises such as printers and typewriters.
Unlike manual data processing, mechanical method of data processing method is more accurate
and faster. However, with the invention of machines with better computing power, the use of
mechanical data processing has reduced significantly. Mechanical data processing is majorly
used in printing press and examination boards (Tang & Zhang, 2013)
Electronic data processing methods
Electronic data processing method involves the processing of data through a computer.
Through this method a computer is provided with instructions and data in form of input. The
computer then processes into information according to the instructions given. Unlike the other

two methods, electronic data processing is more accurate and fast. It is a modern method of data
processing and is popularly used in banks and computerised education environments
Task 5: Develop Market Research Plan
Plan
Overview
Busy work schedules have led people to neglect going to the gym as they focus on their
work related commitments. The impact of this trend has been the shortage of fitness equipment
Objectives
 Find out the categories of people who go to the gym more
 Identify the perceptions that people have about going to the gym and the concept of fitness
 To find out the perceptions of people about new fitness and wellness strategies
5.1 Estimate the resources and timelines required
Write your response here:
Research
Question
Target
Group
Research
method
Information
source
Survey
questions
Resources Timeline
What
competitors
Are located
in this area
Young
and single
Secondary online n/a Competitor/
Websites
August 5
What food
popular are
in this area
Chinese
and korea
food
friend friend Other
favourite
choose
Friend April 10
What kind Samsung Look at On the train N/A Young May 10

of the
phone
popular for
the young
people
and
IPhone
passer-by people
Process Resource Timeline
Conduct interviews Interviews room butcher paper, pen, 17 Aug
Conduct interviews Friend ,roommate, 10 APR
Conduct interviews colleague 15APR
Conduct interviews Ask Passer-by 03 MAY
Conduct interviews Research websites 05 May
5.2 Undertake a feasibility analysis
Write your response here:
 Stakeholder In-Depth Interviews (IDIs) – RMS has found through past studies, beginning the
market research by talking with key stakeholders is a perfect starting point.
 Quantitative Survey – This is the portion of the market research project where primary data is
collected among end-users. The questions are focused on current usage and predicted usage and
understanding the impact the new business idea will have on the market.
 Competitive Assessment – The competitive assessment looks at like-competitors in the market
area that will affect your new business.
5.3 Submit the market research plan to a key stakeholder for approval
Write your response here and attach a copy of your email to you Manager:

Dear marketing manager
Hello how are you
We are finished the market research plan, please find document the completed
LOOKING FORWARD TO YOUR REPLY
THANK FOR YOUR TIME
Jimmy,
Market research project officer
References
Bazeley, P., & Jackson, K. (Eds.). (2013). Qualitative data analysis with NVivo. Sage
Publications Limited.
Bryman, A. (2017). Quantitative and qualitative research: further reflections on their integration.
In Mixing methods: Qualitative and quantitative research (pp. 57-78). Routledge.
Brannen, J. (2017). Combining qualitative and quantitative approaches: an overview. In Mixing
methods: Qualitative and quantitative research (pp. 3-37). Routledge.

Calantone, R. J., & Vickery, S. K. (2010). Introduction to the special topic forum: using archival
and secondary data sources in supply chain management research. Journal of Supply
Chain Management, 46(4), 3.
Herrett, E., Gallagher, A. M., Bhaskaran, K., Forbes, H., Mathur, R., van Staa, T., & Smeeth, L.
(2015). Data resource profile: clinical practice research datalink (CPRD). International
journal of epidemiology, 44(3), 827-836.
Podsakoff, P. M., MacKenzie, S. B., & Podsakoff, N. P. (2012). Sources of method bias in social
science research and recommendations on how to control it. Annual review of
psychology, 63, 539-569.
Tang, Q. Y., & Zhang, C. X. (2013). Data Processing System (DPS) software with experimental
design, statistical analysis and data mining developed for use in entomological
research. Insect Science, 20(2), 254-260.
Windle, P. E. (2010). Secondary data analysis: is it useful and valid?. Journal of PeriAnesthesia
Nursing, 25(5), 322-324.