Market Research Briefing Report: Assessing John's Gym's Strategy

This report presents a market research briefing focused on John's Gym, aiming to understand its potential customers, pricing strategies, and promotional activities. The research objectives include analyzing customer demographics and psychographics, evaluating the range of services offered, and i...Read More

Market Research
Briefing Report

Table of Contents
INTRODUCTION...........................................................................................................................1
Statement of research objectives......................................................................................................1
Research methodology.....................................................................................................................1
Proposed survey questionnaire........................................................................................................3
Sources of information.....................................................................................................................5

INTRODUCTION
Market research basically comprises of a process of gathering and organising information
about the target market, potential customers and other vital factors which lead a significant
impact on the success of a firm (Denault, 2017). Thus, selection of current research project is
rationale and important as it facilitates a better analysis about the demographic and
psychographic profile of the customers along with range of services offered. Beside this,
selection of current study is also vital and important for a firm as it lead to better review of
pricing strategy along with evaluation of more effective promotional activities that are important
for a company to attract a larger number of customer.
Aim of the research
The main aim of conducting current research work is, “To get better understanding about the
potential customers along with review of the pricing and promotional strategies of the gym for
the various gymnasium services”. A case study on John’s Gym.
Statement of research objectives
 To analysis about the demographic and psychographic profile of the customers who tend
to be most likely to use gymnasium services.
 To determine about the range of services offered by John’s Gym along with review of
pricing of various gymnasium services.
 To identify some more effective promotional activities for gymnasium services in order
to attract larger number of customers for John’s Gym.
Research Questions
 What is the possible demographic and psychographic profile of the customers who tend
to be most likely to use gymnasium services?
 What are the range of services offered by John’s Gym along with review of pricing of
various gymnasium services?
 Which can be taken as some more effective promotional activities for gymnasium
services in order to attract larger number of customers for John’s Gym?
Research methodology
This forms out a vital and important part of all research work which facilitates and provides
all the required information about the ways and method that are applied for conducting and
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undertaking an efficient research method (Adamou, 2018). Use of research onion model is made
for providing information about proposed research method a description of which is provided as
below:
Research philosophy- Use of positivism form of research philosophy would be made as it
ensures a more systematic and practical way of investigation.
Research approach- Implication of deductive research approach is seemed appropriate and
justifiable as it facilities support for positivism philosophy along with ensuring better scanning
and testing of numeric data.
Research strategy- Use of survey strategy of research is made for current investigation as it
leads to better collection of data from a larger number of participants in a more cost and time
effective manner with the use of questionnaire (Erickson, 2017).
Choices of method- Out of qualitative and quantitative form of research method, implication
and utilisation of quantitative nature of research has been more suitable for current research work
as it ensures easy collection of data with more effective and better presentation of facts which
lead to a more specific results.
Time Horizons- Below stated Gantt chart is presenting the timelines and task duration of
current project.
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Sources of data collection- Both primary and secondary sources of data collection would be
applied where primary data would be collected with the help of questionnaire whereas secondary
data would have been gathered through online articles and journals.
Sampling- A sample size of 15 participants would have been selected from the employees of
John’s gym with the help of random form of sampling.
Proposed survey questionnaire
Use of following questionnaire would be made for collection of primary data from selected
participants:
Questionnaire
Q1) Do you having any understanding and perception about the concept of market
research?
a) Yes
b) No
c) Neutral implication
Q2) As per your view point, why it is important and essential for a firm to conduct and
carry out regular market research?
a) Monitoring the effectiveness of sales
b) Ascertaining the quality of services provided by competitors
c) Understanding the channels of communication used by competitors
d) Assess the active competition within the market
Q3) What is the possible demographic and psychographic profile of the customers who
tend to be most likely to use gymnasium services?
a) Young people between 18-35 years of age
b) Health conscious people
c) Having belief in fitness
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d) Customers located
Q4) Are you agreed with the fact, that market research is important and vital for John’s
Gym as it ensures and leads to better analysis and understanding of the potential
customers?
a) Agreed
b) Disagreed
c) Neither agreed nor disagreed
Q5) What are the range of services offered by John’s Gym?
a) Cardio Services
b) Weighting Training
c) Nutrition advice
d) Personal training
e) All of the above
Q6) Are you agreed with the fact that pricing strategies plays a most vital role in attracting
and catering interest of larger number of customers?
a) Yes
b) No
c) Lack of understanding
Q7) Which type of pricing strategy is most suitable and appropriate for the various
gymnasium services offered by John Gym?
a) competition based pricing
b) cost plus pricing
c) premium pricing
d) skimming pricing
Q8) Are you agreed with the fact that some improvement in the promotional activities of
John’s gym is required?
a) Strongly agreed
b) Agreed
c) Strongly disagreed
d) Disagreed
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e) N/A
Q9) Which can be taken as some more effective promotional activities for gymnasium
services in order to attract larger number of customers for John’s Gym?
a) Contests as a Promotional Strategy
b) Social media Promotion
c) Point of sale promotion
d) Providing Promotion gifts
e) Improved advertising
Q10) As per your view point, what overall impact is lead out by effective market research
in enhancing the potential customers and success of John’s Gym?
a) Positive
b) Negative
c) No impact
Sources of information
List of sources from where data would be collected for current research project on John’s
Gym:
Books and Journal
Ind, N., Iglesias, O. and Markovic, S., 2017. The co-creation continuum: From tactical market
research tool to strategic collaborative innovation method. Journal of Brand
Management, 24(4), pp.310-321.
Erickson, G.S., 2017. New methods of market research and analysis. Edward Elgar Publishing.
Denault, J.F., 2017. The Handbook for Market Research for Life Sciences Companies: Finding
the Answers You Need to Understand Your Market. Taylor & Francis.
Adamou, B., 2018. Games and Gamification in Market Research: Increasing consumer
engagement in research for business success. Kogan Page Publishers.
Mytton, G., Desai, P. and Nairn, A., 2021. Can market research change the world for the better?.
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