Market Research Report: Sampling, Analysis, and Recommendations

This report delves into market research techniques, focusing on sampling methods and data analysis within the context of the tourism industry in Australia. It begins by discussing the research background and the challenges faced by Tourism Australia. The report then explores various sampling approaches, differentiating between probability and non-probability sampling, and recommends a suitable method for a client. The core of the report examines data analysis methods, including both quantitative and qualitative approaches. It outlines the processes and methods associated with each, such as statistical analysis, content analysis, and the use of software like SPSS and MS-Excel. The report highlights the steps involved in quantitative research (theory, hypothesis, methodology, data collection, analysis, and conclusion) and qualitative research (research question, site selection, data collection and interpretation). The report concludes with recommendations for improving research quality, emphasizing the importance of both data collection and analysis methods to achieve reliable and valid outcomes. The report stresses on the importance of using both qualitative and quantitative methods to provide a robust and thorough analysis.

Running Head: MARKET RESEARCH
MARKET RESEARCH

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Table of Contents
Introduction................................................................................................................................2
Research background..............................................................................................................2
Sampling method.......................................................................................................................2
Discuss the sampling method used when you collected your data.........................................2
Discuss the sampling method you would recommend for a client.........................................3
Data analysis method.................................................................................................................4
Quantitative research..............................................................................................................5
Qualitative research................................................................................................................6
Conclusion..................................................................................................................................9
Recommendation........................................................................................................................9
References................................................................................................................................11

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Introduction
The key purpose of this research report is to address research techniques that will be used by
the researcher to complete their research study. This research report discusses the background
of research. This paper also presents the sampling method that would be used to collect the
data in the favor of current research concern. It also discusses the data analysis methods that
could be imperative to evaluate the collected data and complete the aim and objectives of the
research. In last, it also discusses strategies that support to improve the quality of research
concern in the least time and cost.
Research background
The number of tourists keeps fluctuating in every season and at times tourism industry gets
adversely affected and some of the factors that lead to poor performance can be corrected
(Taylor, Bogdan, and DeVault, 2015). The management of the Tourism Australia faces
significant challenges in market Australia as the best tourist destination. The purpose of this
research is to reveal whether the marketing approaches adopted to market Sydney are
effective, to identify whether Sydney is costly as many tourists claim and to identify which
are the most preferred spots in Sydney that are visited frequently by tourists (Mackey and
Gass, 2015).
Sampling technique
Sampling method is significant for the accomplishment of the research study aim. Since, it
permits to appropriately conduct investigation and obtain a reliable outcome.
Discuss the sampling method used when you collected your data
Sampling approach refers to the appropriate selection of the research participants for
conducting the research study with respect to answer the survey through a questionnaire
(Lewis, 2015). The sampling method considered many methods of the sampling to conduct
the research like probability sampling method and non-probability sampling method. It could

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assist the investigator to take appropriate observation from specified population (Flick,
2015). Probability sampling approach enables the researcher to select research contributors
for conducting the research study. For this research report, probability sampling method was
exercised by investigator to conduct the investigation process. Herein, the random sampling
method was considered by research scholar for conducting their research study (Vaioleti,
2016). This method offers the equal chance to each research contributors to get part of the
research study. There are many causes that could inspire to select the probability sampling
methods like cluster sampling, simple random sampling, stratified random sampling, and
systematic sampling (Humphries, 2017). It could facilitate the researcher to obtain the data
without any biases as it would assist research scholar to get a reliable outcome. In addition, it
is also analyzed that random sampling method could permit the researcher to conduct
appropriate research and get a reliable outcome. It could provide convenience and comfort of
the application as it would favorably impact on the research result (Alvesson and Sköldberg,
2017).
Discuss the sampling method you would recommend for a client
The probability sampling method enables the investigator to operate their researcher process
and get valid result. Apart from this, it is analysed that probability sampling method could
negatively impact on quality of research outcome by taking time and cost of researcher
(Jaggar, 2015). There are certain factors that demonstrate that the probability sampling
method could not be more effective for the researcher to obtain a reliable and valid outcome.
Since, the random sampling method might not operate effectively if the unit members are
different from each other. Moreover, it is also analyzed that the probability sampling method
could be time-consuming in case of the larger sample size as it could influence the quality of
research outcome (Robson, 2016). In addition, it can also be analyzed that probability
sampling method could decline the quality of research outcome caused by taking too much

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time and cost. It can also be recommended that the non-probability sampling method could be
exercised by research scholar to perform their study as it would support to obtain reliable and
valid outcome (McCusker and Gunaydin, 2015). The non-probability sampling method
permits researcher to select research contestants as per the age, gender, experience, education,
and race. Consequently, researcher will be capable to to get feasible result. A researcher uses
convince sampling method in the non-probability sampling method to conduct the study. This
method could be effective to deal with the larger sample size. It could also help to save time
and cost of the research participants to conduct research and get a reliable result (Wiek and
Lang, 2016).
Data analysis method
After completing the data collection activity, it could be important for organization to
examine them accordingly. Consequently, researcher will be capable to obtain reliable and
valid outcome towards the research matter. There are two kinds of methods that are
considered by the researcher to conduct the study like qualitative and quantitative data
analysis method (Marczyk, DeMatteo, and Festinger, 2017). In this, there are many data
analysis method that could be used by the researcher like statistical analysis, disclosure
analysis, thematic/content analysis, and conversational analysis as it would be imperative for
the proper and methodological manner. With respect to evaluating collected data, these
methods could be used by the researcher. In addition, there are certain methods that could be
used by the researcher to conduct the research like correlation, cross tabulation, and
regression method (Žikić, 2016). It would be supportive for the researcher to interoperate the
collected data by considering these methods. In this, research scholar could imply SPSS and
Ms-Excel software to present collected data by tables and graphs to create better
understanding towards the findings and responses about the enhancement of Tourism in
Australia. Investigator will execute the mixed data collection method to get accurate outcome

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in the least time and cost (ANGELELLI and BAER, 2015). The qualitative and quantitative
data analysis method is discussed as below:
Quantitative research
Quantitative research process
(Sources: Denzin, 2017).
As per the above table and chart, it is also analyzed that researcher would be capable to make
a reliable theory about research matter. Later, the researcher will make research hypothesis
for conducting the research participants (Denzin, 2017). Subsequently, the researcher will be
capable to design the research methodology to conduct research in a methodological manner.
Through this, the researcher would be capable to examine the tourism situation of Australia
and obtain a reliable outcome. Subsequently, the researcher will choose the research topic
(Neuman, 2016). The research scholar will choose suitable research concern and research
contributor as it could be imperative for appropriately conducting the research participants.
Research scholar will manage the mechanism of research and gather facts-based information
as it would effective for the attainment of specified research aim and objectives. In last,
collected data would be imperative for researcher to evaluate the collected data at least time
Quantita
tive
process

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and cost. Consequently, it could support to obtain reliable conclusion in the context of current
research matter (Larsen, Buss, Wismeijer, Song, and van den Berg, 2017).
Methods
The quantitative data analysis method could be imperative for the researcher to conduct their
research in a methodological manner. In this, the researcher will be capable to obtain
numerical information about the research concern (Paulsen, 2016). It would also facilitate the
researcher to evaluate the data by considering the statistical data and obtain a reliable
outcome. There are certain methods that could be considered in the research like crosstabs,
correlation, frequency tables, measure the variability of location and variability, and
statistical analysis (King and Mackey, 2016). For this, research scholar will use many
sources to evaluate the collected data and obtain reliable outcome like statistical technique by
considering the Ms-Excel software. Ms-Excel software could enable research scholar to
present collected information by column, bar, pie, and graph. It could be supportive to collect
reliable data in the context of research matter.
Qualitative research
Qualitative research process
(Sources: Antwi and Hamza, 2015).

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The researcher would consider many steps in the qualitative research like general research
question, selecting relevant sites, relevant data, data interpretation data, conceptual and
theoretical work, and finding a conclusion. Initially, the researcher will make research
question in the context of current research concern (Antwi and Hamza, 2015). Later, the
investigator will choose the reliable research topic for conducting their research matter. In
this, the researcher will collect feasible information about research concern. After this, the
researcher will evaluate collected information for getting reliable data. For this, Research
scholar will also obtain the factual information in the context of research concern. It could be
imperative for collecting conceptual information with respect to the research issue (King and
Mackey, 2016). Later, research scholar would also be capable of the specification of the
research candidates. In last, research scholar will be capable to make a reliable conclusion for
the research study.
Methods
The qualitative data analysis method could also be imperative for collecting theoretical
information about the research concern. The qualitative data analysis method supports to
obtain non-numeric data about research concern (Paulsen, 2016). There are certain methods
that are considered in the research like content analysis, narrative analysis, discourse analysis,
framework analysis, and grounded theory. These methods enable the researcher to collect the
theoretical information about current research concern. Herein, the investigator will use
content analysis technique to gather non-numerical data about current research concern. In
addition, it can also be analyzed that the content analysis refers to the procedure of
classifying behavioral and verbal data to classify summarize and tabulate the information
(Larsen, Buss, Wismeijer, Song, and van den Berg, 2017). In addition, it can also be
examined that the content analysis method could facilitate researcher to interoperate the
collected information and coding the textual information. It is also analyzed that the research

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scholar will be capable to evaluate the texts that could be associated with the oral
communication, graphics, and documents. A researcher could be capable to change the
qualitative information into the quantitative information. In addition, it can also be examined
that techniques could be frequently implied by investigator to attain study aim and objectives.
In addition, it can also be determined as the content analysis method is described as the
methodological study of content communication (Marczyk, DeMatteo, and Festinger, 2017).
In addition, it can also be examined that content analysis could be effective for examining the
meanings, intentions of contained, and contexts in the message to obtain a reliable outcome.
The content analysis could be research technique that is used to examining communication
artifacts and documents that might be texting by considering many audio, video, and picture.
Consequently, the researcher will be capable to obtain a reliable and valid outcome. In
addition, it can I be examined that content analysis could be used to explore the
communication pattern in a systematic and replicable manner. In addition, it can also be
examined that the main advantage of using content analysis is to evaluate social miracles,
non-invasive nature, and collecting survey answers as it could be supportive to obtain
theoretical understanding about the research matter. Moreover, it is also analyzed that
philosophies and practices of content evaluation could be different between academic
disciplines (ANGELELLI and BAER, 2015). In addition, it can also be examined that the
content analysis could consider systematic observation and reading of artifacts that could be
used for assigned labels to represent the occurrence of meaningful content. By
methodologically labelling, the researcher will make a set of content by which researcher will
be capable to evaluate patterns of the content of quantitative data. It is also analysed that
researcher will examine the quantitative data by considering the statistical methods while the
qualitative data will be evaluated by considering the content analysis method (Denzin,
2017). In the current business scenario, the application of computers has been increased by

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which researcher would be capable to effectively coding the content matter of the documents.
Thus, it can also be examined that the content analysis method could enable the researcher to
obtain a reliable and valid result by the accomplishment of the specified aim and objectives
of research (Marczyk, DeMatteo, and Festinger, 2017).
Conclusion
From the above analysis, it can be concluded that researcher has used the probability
sampling method to operate their investigation for obtaining a fesible result. Probability
sampling technique could facilitate to randomly select the research participants for
completing the research participants. In addition, it can also be summarized that researcher
has selected few sample size that could negatively impact on the quality research outcome. It
can also be illustrated that research scholar has used qualitative and quantitative data analysis
method to conduct their researcher and obtain a reliable result. Moreover, the qualitative data
analysis method facilitates the research to evaluate theoretical data in a systematic manner.
Apart from this, quantitative data analysis technique support to examine numerical
information to reach at valid conclusion. Moreover, it can also be concluded that the mixed
data collection method could be exercised by investigator as it would eliminate disadvantages
of both data analysis method. It could also facilitate the researcher to complete their research
in a methodological manner and obtain a reliable result.
Recommendation
From the above discussion, it can be recommended that the researcher should use many
techniques to collect appropriate data with respect to the current research matter. The
following strategies would be considered by research scholar to get accurate result
obtain a reliable outcome in the context of current research matter: with respect to current
research concern.
Larger sample size

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The researcher should use the larger sample size to conduct the research. Larger sample size
could aid the research scholar to make accuracy and consistency in the research. In addition,
it can also be examined that larger sample size offers the opportunity to the researcher to
conduct their research appropriately and get reliable outcome (Žikić, 2016).
Appropriate sampling method
The researcher should also use appropriate sampling method for getting a reliable and valid
outcome. The researcher should use non-probability sampling method as compared to the
probability sampling method caused by cost-effectiveness and time. The non-probability
sampling method could be effective to obtain reliable outcome by selecting the research
contributors on the basis of education, experience, age, gender, and race. It would also
supports enable the research scholar to methodologically conduct the research and obtain the
reliable result (Marczyk, DeMatteo, and Festinger, 2017).
Data analysis method
The data analysis method could be imperative to analyze or interoperate collected data for
completing the research systematically. In addition, it is also examined that researcher should
imply mixed data collection method where a researcher could consider both qualitative and
quantitative data analysis method to examine the data. The key advantage of mixed data
analysis technique is that it allows investigator to take the benefits of both data collection
method and obtain a reliable outcome. The mixed data analysis method could also be
imperative for the researcher to easily meet their specified aim and objectives and enhance
the accuracy of research outcome (Wiek and Lang, 2016).

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References
Alvesson, M., & Sköldberg, K. (2017). Reflexive methodology: New vistas for qualitative
research. UK: Sage.
ANGELELLI, C., & BAER, B. J. (2015). Introduction. In Researching Translation and
Interpreting (pp. 19-22). UK: Routledge.
Antwi, S. K., & Hamza, K. (2015). Qualitative and quantitative research paradigms in
business research: A philosophical reflection. European Journal of Business and
Management, 7(3), 217-225.
Denzin, N. K. (2017). The research act: A theoretical introduction to sociological methods.
UK: Routledge.
Flick, U. (2015). Introducing research methodology: A beginner's guide to doing a research
project. UK: Sage.
Humphries, B. (2017). Re-thinking social research: anti-discriminatory approaches in
research methodology. USA: Taylor & Francis.
Jaggar, A. M. (2015). Just methods: An interdisciplinary feminist reader. UK: Routledge.
King, K. A., & Mackey, A. (2016). Research methodology in second language studies:
Trends, concerns, and new directions. The Modern Language Journal, 100(S1), 209-
227.
Larsen, R. J., Buss, D. M., Wismeijer, A., Song, J., & van den Berg, S. M.
(2017). Personality psychology: Domains of knowledge about human nature. USA:
McGraw Hill Education.
Lewis, S. (2015). Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), 473-475.
Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design. UK:
Routledge.