Market Research Report: Mother's House Cleaning Service (BSBMKG506)

This report presents a comprehensive market research plan for Mother's House Cleaning Service (MHCS), a residential cleaning service targeting wealthy households in Australia. The research utilizes both qualitative and quantitative data, including primary data collected through surveys and secondary data from industry publications and competitor analysis. The methodology encompasses interviews, surveys, and focus groups to understand consumer preferences, industry trends, and competitive landscapes. The report details data sources, processing methods (MS Excel), and cost considerations for data collection. Recommendations include utilizing questionnaire surveys and MS Excel for data analysis to develop an effective marketing plan, focusing on consumer expectations and preferences. The research aims to support MHCS in understanding the Australian market, defining its target audience, and formulating effective communication strategies to increase profitability and customer retention.

Running head: MARKETING RESEARCH ON MOTHER’S HOUSE CLEANING SERVICE
Market Research on Mother’s House Cleaning Service
Name of the University:
Name of the Student:
Authors Note:

1MARKETING RESEARCH ON MOTHER’S HOUSE CLEANING SERVICE
Table of Contents
Assessment Task 3...........................................................................................................................2
Data Types Used..........................................................................................................................2
Data Collection Methodologies...................................................................................................2
Data Types and Collection Methods............................................................................................2
Specifications of Data Needed.....................................................................................................3
Data Sources................................................................................................................................3
Processing and Reviewing Data..................................................................................................4
Costs of Data Collection..............................................................................................................4
Data Collection and Analysis Recommendations........................................................................5
References........................................................................................................................................6

2MARKETING RESEARCH ON MOTHER’S HOUSE CLEANING SERVICE
Assessment Task 3
Data Types Used
Both qualitative and quantitative data will be used that will include collection of both the
primary and secondary data. These data can be collected for supporting the development of
marketing plan for “Mother’s Cleaning House Service”. Primary data will be Quantitative data
collected from potential consumers of the company and secondary data will be focussed in
gathering qualitative data regarding industry growth trends, existing competition and emerging
cleaning service needs (Bell, Bryman and Harley 2018).
Data Collection Methodologies
There are a range of data collection methodologies for collecting relevant data on
preferences and expectations of the company’s potential consumers. The possible primary data
collection methodologies can include interviews, surveys and statistical analysis data. In
interview data collection, few potential consumers can be interviewed where a detailed response
on the house cleaning service preferences and their views on competitor services can be attained
(Curtis and Allen 2018). Survey data collection can facilitate in gathering responses of several
relevant questions from a hue respondent base in a sort span of time.
Data Types and Collection Methods
In carrying out extensive market research for developing effective marketing plan for
“Mother’s House Cleaning Service” several possible combinations of data types as well as data
collection methods can be employed. Qualitative, quantitative and mixed data collection methods
can be used where the possible data type that can be selected includes primary, secondary or both
data type (Malhotra 2015). Four combinations of data collection method applicable in the

3MARKETING RESEARCH ON MOTHER’S HOUSE CLEANING SERVICE
current market research can include techniques of observation, questionnaire, interview and
focus group along with considering evaluating their suitability under several circumstances.
Specifications of Data Needed
As the marketing plan research will consider carrying out primary data collection,
suitable sample selection is deemed necessary in gathering extensive and relevant information on
their demographic profile, special media presence along with their preferences on house cleaning
services (Mplans.com. 2019). The sample size selected for the questionnaire will be based on
simple random sampling method as it offers equal chances for each participant in the targeted
population to get selected in the survey. Sample size of 40 potential consumers of cleaning
services in Australia will be selected as large sample se will facilitate in collecting reliable
survey findings.
Data Sources
The secondary data sources that will be considered on collecting relevant data will include
certain peer-reviewed journal articles on growth trends within Australian cleaning industry and
website publications on emerging cleaning service trends. Secondary data sources will be the
existing competitors’ websites and certain media websites for gathering relevant data on intensity
of business rivalry in the industry along with their existing marketing strategies (Schoenherr,
Ellram and Tate 2015). The primary data source for gathering relevant data will be questionnaire
survey as it can collect most suitable information on their cleaning services expectations and
preferences.

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Processing and Reviewing Data
The primary data that will be gathered will be processed and reviewed through using
MS excel application, where the data gathered can be analysed and represented in the form of
graphs and tables (Bell, Bryman and Harley 2018). Reviewing the data gathered in a graphical
manner can facilitate in simplifying the process of reviewing their responses on the questionnaire
survey based on which effective marketing plan for “Mother’s House Cleaning Service” will be
developed in specifically addressing consumers’ expectations and preferences.
Costs of Data Collection
The costs that are estimated to be incurred in application of the selected data collection
methods are indicated in the table below:
Budget
Particulars Month 1 Month 2
Salaries 600 600
Rent 150 150
Human Rights Research 100 100
Outreach 300 300
Travel 300 300
Legal Cost 1500 1500
Publicity 400 400
Office Equipments 300 300
Furniture 500 500
Events 300 300

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Victims Welfare 400 400
Training and Education 150 150
Volunteer Costs 400 400
Accountancy Expenses 200 200
Website and Social Media 100 100
Refreshment 200 200
Conferences 1250 1250
Telephone Costs 100 100
Energy Expenses 50 50
Contingency Costs 200 200
Total 7500 7500
Data Collection and Analysis Recommendations
For gathering suitable data in developing an effective marketing plan for “Mother’s
House Cleaning Services” the recommended options for gathering data is through questionnaire
survey as it can gather most valid data from large number of respondents in a short span of time.
Recommendation for most suitable data analysis method of the gathered primary data is through
MS Excel application as it can facilitate simple representation of data analysed through graphs
and tables. Costs for gathering data through questionnaire survey will include internet handling
charges, telephone costs and data analysis tools installation and printing costs.

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References
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university press.
Curtis, K.R. and Allen, S., 2018. Target Market Identification and Data Collection Methods.
Hair Jr, J.F., Wolfinbarger, M., Money, A.H., Samouel, P. and Page, M.J., 2015. Essentials of
business research methods. Routledge.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Mplans.com., 2019. Cleaning Service Sample Marketing Plan - Executive Summary - Mplans.
[online] Available at:
https://www.mplans.com/cleaning_service_marketing_plan/executive_summary_fc.php
[Accessed 4 Jul. 2019].
Schoenherr, T., Ellram, L.M. and Tate, W.L., 2015. A note on the use of survey research firms to
enable empirical data collection. Journal of Business Logistics, 36(3), pp.288-300.