Marketing Research Essentials: Analysis of Fun City Gaming Inc.

This report, titled "Marketing Research Essentials," examines the application of marketing research principles to address the challenges faced by Fun City Gaming Inc., particularly concerning casino redevelopment and increased market competition. The research employs a deductive approach, utilizing quantitative data collected through telephonic interviews and questionnaires from a sample of 100 respondents within a 100-mile radius of the casino. The study focuses on descriptive research design and positivism philosophy to analyze the data, aiming to identify financial strategies for redevelopment and maintain a competitive edge. The anticipated outcome includes actionable insights for Fun City Gaming, aiding in investment decisions and policy development to enhance its market position. The report details the research approach, sample selection, research tools, proposed analysis, and expected outcomes, supported by a comprehensive reference list.

Running head: MARKETING RESEARCH ESSENTIALS
Marketing Research Essentials
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
Assessment 3...................................................................................................................................2
Introduction..................................................................................................................................2
Research Approach......................................................................................................................2
Sample Selection and Size...........................................................................................................3
Types of Research........................................................................................................................4
Research Tools.............................................................................................................................5
Proposed analysis of the method.................................................................................................6
Proposed Outcome from this research.........................................................................................6
Reference List..................................................................................................................................8

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Assessment 3
Introduction
The research paper is framed for the purpose of establishing a vibrant awareness about
the functional events that are related to Fun City Gaming Inc. This research tabloid will be an
effective one for the establishment of the objectives of the paper and recognizing the issues of
the study. The main issue for the undertaking of the research has been restructuring of the casino
of Fun City Gaming Inc and the rise in the level of competition in the area where the company
functions. The process of redevelopment requires capital and investment in the casino and this
has been the main issue in order to identify the method that would be effective for the collection
of capital from the market and maintain their competitive edge.
This section of the assessment has been constructed as the second part of assessment one
of the research that has been established thereby creating a research approach and the processes
that may be useful for the construction of the paper in a precise manner. This part of the paper
may even depict the sample size, the tool used for the research paper, and the type of study and
the projected process of the assessment so that the research study can be concluded effectively.
Research Approach
Research approach is one of the key steps in constructing the paper and gaining the
practical and desired outcome of the study. In this regard, Hayes (2017) has described that the
approach of the research assists the analyst in identifying each phase for establishing the
operations that are essential for completing the research. There exists two types of methods
namely, deductive and inductive approach and these approaches have their unique characteristics
and the researcher makes use them in accordance to the research topic.

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According to Han, Lee and Hwang (2016), inductive approach is the process that aids the
researcher for the construction of a fresh set of theories and frameworks after disclosing the final
result of the research. Prentice (2013) on the other hand are in the idea that the deductive method
concentrates on highlighting the existing frameworks and the theories that are associated with the
research problem and the topic by taking assistance from the data that has been collected.
With respect to the research paper, which looks to recognise the financial stability for
financing the development of the new casino for Fun City Gaming Inc, the researcher has
decided to make use of the deductive approach as responses from the customers of the concerned
organization would be utilised for the completion of the paper. It has been due to the fact that
quantitative analysis is undertaken in order to assess the answers that has been received from the
participants. Furthermore, the deductive approach is ideal with respect to the positivism
philosophy that is associated directly to the quantitative data analysis within which the
assessment has been undertaken by taking assistance of the previous trends and frameworks of
the information that has been proven. Hence, it has been observed that deductive approach has
been regarded as the most precise method with the help of which accurate outcome for the
research problem can be attained.
The researcher has not taken help of the inductive approach as this process does not
consider the quantitative and the qualitative analysis of the data. Additionally, the analyst has not
looked to construct new set of principles and theories after discovering the end result of the paper
as individual responses have been given importance.
Sample Selection and Size
The data with respect to this paper could be gathered by as taking help of 100
respondents, which would be useful for the conclusion of the paper. The data from the

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respondents would be collected with the help of telephonic interview and the data collected
would be analysed critically in order to gain answer to the problems that are pertinent with
respect to gaining finance for the redevelopment of Fun City Gaming Inc casino (Prentice 2013).
The responses can even be collected with the help of questionnaires that would be given to the
respondents as well and the questions are in respect to the constructed goals and aims of the
paper. The questions that have been framed in the questionnaire have all been close ended
questions so that the respondents have a sense of security that their privacy would be maintained
and they do not need to answer questions in a distinct manner. The sample has been chosen
within aarea of 100 miles from the area of the casino. The size of the sample of the paper would
comprise of 60 participants who are residing in Arlen Valley and the other 40 respondents from
the location where the organization operates. The sample has been chosen by taking help of the
simple random sampling, which has created the opportunity for every member of the locality
with the chance of getting selected for this survey.
Types of Research
There are two kinds of research namely Qualitative and Quantitative methods. Qualitative
research has mainly been the exploratory research. It is exploited to provide an understanding of
the underlying factors, motivations and suggestions. It is helpful in providing insights about the
issues of the topic and assists in the development of the hypotheses and ideas for the probable
quantitative research. This kind of research is even exploited to unveil the patterns that are in
thought and suggestions go deep in to the problems. The collection of the data is different by
making use of the unstructured and semi-structured mechanisms. Some of the general trends are
inclusive of the group discussions and the interviews from the participants. On the other hand,
quantitative research method has been exploited to enumerate the issues with the help of creating

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the numeric data and the information that can be changed into statistics that can be usable. This
has been used to enumerate the suggestions, attitudes and other variables in order to generalize
the results from a bigger sample of population. This method makes of data that can be
measurable in order to formulate the facts and discover the trends associated with the research.
This kind of research method has been very much structured and generally makes use of
questionnaires and face to face interviews.
In this paper, however, quantitative research method would be considered as the answers from
the respondents would be gathered for completing the study in a precise way with the help of
numerous resources and these responses would be transformed in to statistical figures that can be
used for the completion of the research result. .
Research Tools
The research equipment that would be utilised for this paper has been a descriptive
research design, a positivism philosophy as this paper has been effective enough for finishing the
paper effectively. The questions that are given to the respondents are all close ended questions
and all the questions are related to the topic ad therefore, it is seen that the availability of close-
ended questions would motivate the employees to share their true views as their personal
information and sentiments are preserved (Han et al. 2017).
The various research tools that are used in this paper includes the philosophy of the
research that is useful in identifying the ideology of the paper and the course that would be
undertaken in order to gather answers with respect to the research problem that has been
identified earlier. Therefore, in accordance to this paper, positivism philosophy would be used
for the completion of the paper as this sort of philosophy aids in providing precise description of
the various aspects associated with the research paper. The next tool involves the research design

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that would be used for the assessment of the data. It has been observed that there exist various
kinds of designs like the exploratory, explanatory and descriptive research design. However,
with respect to this paper, descriptive research design has been used as descriptive research
design tries to explain the research problem and the answers that have been gathered explicitly so
that the researcher can explain the data in a precise manner. The researcher even concentrates on
the ethical consideration so that precise ethics and codes are maintain for the collection and
evaluation of the data and no faulty measures have been taken so that the results that would be
obtained would authentic and effective.
Proposed analysis of the method
The method of analysis that is appropriate for this paper has been positivism philosophy,
a design that is descriptive in nature and a deductive approach as these are the methods that are
in compliance to the collected data and the would be an effective tool for the discovery of the
problems that would complete the paper effectively. The assessment of the process that would be
used in this paper would be done at every step of the course that would any faults or
discrepancies can be identified at the base and hence can be rectified before the next step is
undertaken. The evaluation of the data that would be collected with the help of the questionnaire
would undergo various statistical tools and equipments where in-depth analysis of the data would
be undertaken effectively bringing out the statistical results and answers that can be understood
by the researcher to gain the solution to the problem.
Proposed Outcome from this research
The anticipated outcome of the this research would provide effective and authentic results
and the discovery of the answers that would be influential in answering the problem statement
related with the topic. The outcome that would be generated would be helpful to Fun City

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Gaming as this would provide them with the answers and the development of the plans and
policies in order to identify the process of increasing their investment for the purpose of
redevelopment and to establish competitive edge in the market with the introduction of new
competitors in the functioning area of Fun City Gaming Inc.

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Reference List
Ashfaq, M., 2016. IMPACT OF GLOBAL FINANCIAL CRISES ON GLOBAL FINANCIAL
STABILITY AND NEED FOR AN ALTERNATIVE FINANCIAL SYSTEM. Business
Excellence, 10(2), p.109.
Cookson, J.A., 2017. Anticipated entry and entry deterrence: Evidence from the American casino
industry. Management Science.
Grinols, E.L., 2014. Casinonomics: The Socioeconomic Impacts of the Casino Industry. Journal
of Economic Literature, 52(2), pp.555-557.
Han, H., Choo, S.W., Lee, J. and Hwang, J., 2017. Examining the Influence of Rapport between
Players and Dealers on Customer Satisfaction, Revisit Intentions, and Word-of-Mouth in the
Casino Industry: The Moderating Role of Gender. Journal of Quality Assurance in Hospitality &
Tourism, 18(1), pp.107-123.
Han, H., Lee, J. and Hwang, J., 2016. A study of brand prestige in the casino industry: The
moderating role of customer involvement. Tourism and Hospitality Research,
p.1467358415627302.
Hayes, J., 2017. Employee Retention in the Canadian Gaming/Casino Industry: A Study of the
Effects of Customer Service Aptitude, and Essential Skills Math on Short Term Employee
Retention (Doctoral dissertation, Trident University International).
Hayes, J., 2017. Employee Retention in the Canadian Gaming/Casino Industry: A Study of the
Effects of Customer Service Aptitude, and Essential Skills Math on Short Term Employee
Retention (Doctoral dissertation, Trident University International).

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Kashyap, A.K., 2016. The Future of Large, Internationally Active Banks: Implications for
Supervision and Regulation. The Future of Large, Internationally Active Banks, 55, p.219.
Knell, M., 2015. Schumpeter, Minsky and the financial instability hypothesis. Journal of
Evolutionary Economics, 25(1), pp.293-310.
May, R.M., 2014. Stability and Complexity in Financial Ecosystems.
Prentice, C., 2013. Service quality perceptions and customer loyalty in casinos. International
Journal of Contemporary Hospitality Management, 25(1), pp.49-64.
Strange, S., 2015. Casino capitalism: with an introduction by Matthew Watson. Oxford
University Press.