Marketing Intelligence Report: Think Tank Questionnaire Analysis

This report presents an analysis of a questionnaire designed to gather information about visitors to the Think Tank Science Museum in Birmingham. The questionnaire, consisting of multiple-choice and rating scale questions, explores visitor demographics, motivations for visiting, exhibit preferences, and overall satisfaction levels. The report details the questionnaire's objectives, focusing on understanding why people visit the museum, the types of visitors it attracts, their opinions on exhibits, and their overall satisfaction. The report also outlines the research methodology, including the use of a survey with 100 respondents and simple random sampling to ensure unbiased responses. Data analysis techniques, including descriptive statistics and measures of dispersion, are discussed to interpret the research results. The findings aim to provide the museum with valuable insights for improving visitor experiences and marketing strategies.

Running head: MARKETING INTELLIGENCE
Marketing Intelligence
Name of Student:
Name of University:
Author’s Note:

1MARKETING INTELLIGENCE
Table of Contents
Answer to Question 1......................................................................................................................2
Answer to Question 2......................................................................................................................5
Answer to Question 3......................................................................................................................6
References........................................................................................................................................8

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Answer to Question 1
Survey Form
Survey on Think Tank Science Museum
We appreciate your time and willingness to be a part of our survey
Question Please tick on the appropriate box
5 4 3 2 1
1. What is your
age?
18 to 24 25 to 34 35-45 46-55 56 or Older
5 4 3 2 1
2. What is your
present
employment
status?
Retired Student Not
Employed
Employed,
working
part-time
Employed,
working full
time
5 4 3 4
3. What is your
present
relationship
status?
Married Widowed Divorced Single
5 4 3 2 1
4. How often do
you visit science
museums?
At least once
in a year
At least once
in six months
At least once
in three
months
At least once
in a month
At least
once in a
week
5 4 3 2 1
5. Please choose
one science
museums which
you would like
to see in
England?
Science
Museum,
London
Thinktank,
Birmingham
Science
Museum
The
Discovery
Museum,
Blandford
Square
The Centre
for Life,
Newcastle
Catalyst
Science
Discovery
Centre,
Cheshire
5 4 3 2 1
6. How did you
hear about
Thinktank,
Birmingham
Science
Museum?
Thinktank,
Birmingham
Science
Museum
brochure
Museum
Website
Social Media
(Facebook,
Twitter,
Instagram
etc.)
Family Newspaper
Article
5 4 3 2 1
7. What
appealed you
To learn more
about the
Experience
the Museum
For allowing
me to
Exhibits
offered by
To know
about the

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about
Thinktank,
Birmingham
Science
Museum?
topics in
museum for
my own
interest
explain the
museum
topics to
others
the museum evolution of
science
5 4 3 2 1
8. How often do
you visit
Thinktank,
Birmingham
Science
Museum?
At least once
in a year
At least once
in six months
At least once
in three
months
At least once
in a month
Never
5 4 3 2 1
9. What kind of
exhibits do you
generally look
for in a science
museum?
Science Rides Planetarium Infographic Playgrounds Gardens
5 4 3 2 1
10. In case you
wish to
visit/revisit
Thinktank,
Birmingham
Science
Museum what
would be the
main motivator?
Science in
general
Interaction
and live
shows
Science
Garden
Spitfire
Gallery
Marine
Worlds
Gallery
5 4 3 2 1
11. Please rate
your overall
experience of
Think Tank
Marine Worlds
Gallery?
Great Very Good Pretty Good Neutral Horrible
5 4 3 2 1
12. Please rate
your overall
experience of
Think Tank
Venus Hire?
Great Very Good Pretty Good Neutral Horrible
5 4 3 2 1

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13. Please rate
your overall
experience of
Think Tank
Spitfire Gallery?
Great Very Good Pretty Good Neutral Horrible
5 4 3 2 1
13. Please rate
your overall
experience of
Think Tank
Science Garden?
Great Very Good Pretty Good Neutral Horrible
5 4 3 2 1
14. Please rate
your overall
experience of
Think Tank
Planetarium?
Great Very Good Pretty Good Neutral Horrible
5 4 3 2 1
15. Please rate
your overall
experience at
Thinktank,
Birmingham
Science
Museum in a
scale of 1 to 10?
1 to 10

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Answer to Question 2
The objective of the questionnaire has focused on four major aspects of the study. These
are seen to be relating to the different types of the study of the topics such as the rationale of
people visiting Think Tank Science Museum in Birmingham. This is ensured with questions such
as to learn more about the topics in museum for own interest, Experience the Museum for
explaining the museum topics to others, exhibits offered by the museum, to know about the
evolution of science (Smith 2015). The focus on some of the various types of the other questions
for providing the rationale of people visiting the Think Tank Science Museum in Birmingham is
inferred with interest of the individuals on Science in general Interaction and live shows, Science
Garden, Spitfire Gallery and Marine Worlds Gallery (Taylor, Bogdan and DeVault 2015).
Secondly the questions have also focused on the objective of highlighting the nature of
people visiting the museum. This is ensured with questions like whether the individuals are
married, widowed, divorced or single. The third objective of the questionnaire is formulated to
identify the type of the people who visit the exhibits. These questions include taking the response
for whether the individuals are Retired, Student, Not Employed, Employed, working part-time or
Employed, working full time. Lastly, the important consideration of the objective is also seen
with the satisfaction of the individuals visiting the museums (Brinkmann 2014).
The NOIR scales of measurement have been followed to prepare the questionnaire.
Moreover, most of the questions are multiple choice questions to maintain ease of interpretation
during the data analysis. The multiple-choice questions will be conducive with the data analysis
with measures of dispersion and descriptive statistics. The nominal scale questions are related to
the different types of the demographic questions. These include the age of the individuals,

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present employment status and relationship status. The choice of the ordinal questions is
associated to the rating of the experience of Think Tank Marine Worlds Gallery, Think Tank
Marine Worlds Gallery, Think Tank Spitfire Gallery and Think Tank Science Garden. The Likert
scale range of the ordinal questions are considered with data distribution with ‘Great’, ‘Very
Good’, ‘Pretty Good’, ‘Neutral’ and ‘Horrible’. The use of the interval scale is inferred with the
question such as overall experience at Thinktank, Birmingham Science Museum. The interval
scale has been inferred with interval from 1 to 10 for the overall rating of Thinktank,
Birmingham Science Museum.
Answer to Question 3
The overall results of the research will be seen to be inductive in nature as there has been
no existing topic on the study which has been conducted for the research. The various factors for
the study needs to be proceeded with the analysis of the research constraints which are seen to be
considered for the first time. The nature of the research will be based on primary research. The
primary source of the study will be seen with the survey respondents. The interpretation of the
research results will be analysed quantitatively (Flick 2015).
The research analysis will be undertaken with a survey which will be conducted among
the residents of England. The total number of the participants included for the study will range
from 100 respondents. The sample of the research will be selected with the use of the simple
random sampling. This method of the sampling process will be able to ensure that the conducted
research analysis is seen to be based on unbiased response of the individuals. In order to ensure
this reliability of the research methodology the sampling method selected for the study is
depicted with the use of simple random sampling. It needs to be also ensured that significant

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nature of the reliability of the study will be further ensured with the use of the various types of
the other sources of the data which will be able to be considered with the participants visiting the
museum at least once in their lifetime (Ledford and Gast 2018).
The data analysis process of the study will be further proceeded with the formulation of
the study as per the application of the statistical tools. The range of the statistical tools applied in
the research topic will be seen to be ranging from descriptive statistics and measures of
dispersion. The use of the descriptive statistics will be beneficial in terms of knowing about the
choices of the option as per the maximum selected option for a question along with the average
response rate. It needs to eb further seen that the application of the different types of the other
methods for the study needs to be inferred in terms of the measures of the dispersion (Lewis
2015). This will be conducive in knowing about the choice of the options ling with the
correlation between the two variables (Vaioleti 2016). The higher will be correlation among the
two variables, the higher will be the level of the significance. It needs to be further identified that
the choice of the selection of the correlation between the two variables may range from opinion
of interests in the exhibits of the museum and the present employment status of the individuals.
The factors of interest for a student in visiting the museum may differ from the person who is
employed. Some of the various types of the factors which are seen to be covered in the
questionnaire are further seen to be described in terms of the response of the individuals based on
the marital status (Mackey and Gass 2015).

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References
Brinkmann, S., 2014. Interview. In Encyclopedia of critical psychology (pp. 1008-1010).
Springer New York.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Vaioleti, T.M., 2016. Talanoa research methodology: A developing position on Pacific
research. Waikato Journal of Education, 12(1).