Research Methods Report: Increasing Customers for Local Sports Centre

This report focuses on research methods to help a local sports centre increase its customer base. It explores both qualitative and quantitative research approaches, including semi-structured interviews and surveys. The report outlines research aims, objectives, and relevant questions related to increasing customer participation, especially among marginalized groups. It also examines the importance of diversity programs, improving the centre's appearance, and effective monitoring to attract more customers. The report summarizes key findings from existing research on parking facilities, lighting, and awareness-raising activities. The chosen research methods include semi-structured interviews and surveys to gather data on customer preferences and behaviors. The report concludes by emphasizing the importance of these methods in understanding customer needs and developing effective recruitment strategies. The report also looks into the importance of raising awareness and diversity programs to attract more customers and the effect of improving the look of the sports centre to attract the crowd.

Running head: RESEARCH METHODS
Research Methods
Name of the student
Name of the University
Author note

1RESEARCH METHODS
Executive Summary
The primary purpose of this report is to elucidate on the choice of the methodology that can
help in recruiting more customers for the sports centre. The report talks about the research
method that can be used for the purpose of undertaking the research. The report also
discusses about the research aims, objectives and the questions pertaining to the research on
the loal sports centre.

2RESEARCH METHODS
Table of Contents
Introduction................................................................................................................................3
Choice of the methodology........................................................................................................3
Chosen Research Method...........................................................................................................4
Research aims, objectives and the questions..............................................................................5
Summary of the articles.............................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................9

3RESEARCH METHODS
Introduction
Research methods refer to strategies along with the processes that are utilised at the
time of collecting the data. It helps in providing evidence for the analysis that helps in
revealing new information. Research methods help in creating better understanding in
relation to the topic and choosing the research method that is right helps in obtaining the
accurate results (Bell, Bryman and Harley 2018). According to Scenario 1, manager of the
local sports centre wants to find out the ways that can help in recruiting more customers for
using centre. This report discusses about the choice of the methodology that can help in
collection information regarding how to increase the client base of the local sports centre.
This report also throws light upon the preferred research method that can be useful for the
purpose of collecting the information. The report also talks about aims along with the
research questions that can be answered with the help of the research. The report also
summarizes three important piece of the research that are relevant to the case study.
Choice of the methodology
The methodology that was used for collecting information pertaining to the local
sports centre was both qualitative and the quantitative method. The mixed method of the
research can be used that integrates both the qualitative and the quantitative method of the
research. This methodology provides the holistic approach that can help in analysis of the
statistical data with deeper insight. It proves to be useful in verifying the data that helps in
finding out essential process in relation to a research (Coolican 2017).
Qualitative research helps in gathering the data pertaining to the lived experiences
along with the behaviours of the individuals (Bryman 2016). The interview taken can focus
on important aspects about the local sports centre and it can prove to be useful in getting the
answers that are useful that can prove to be important for the purpose of the research. The

4RESEARCH METHODS
interview will be able to capture the verbal along with the non-verbal clues like the body
language that can help the researcher in understanding whether the answers are accurate. It
would be able to reveal why the sports center is not frequented on Sundays by the people and
about the under-representation of the minority ethnic groups. The local sports centre can take
recourse to the qualitative methodology that can help them in drawing more customers to the
local sports centre. It can help in furnishing essential information that can help in
understanding why the minority ethnic groups are not becoming the client of the local sports
centre. The experiences that an individual goes through can be assessed with the help of the
qualitative method of the research that can be used for increasing the customer base of a
business.
Quantitative research on the other hand helps in gathering the numerical data that can
be measured with the help of the statistical analysis (Bernard 2017). It helps in uncovering
the pattern that helps in making the generalisations. The survey would be able to represent a
large population and it would include the coming belonging to the minority groups. This
would help in understanding clearly why they have not been adequately represented in the
sports centre. The numerical data can also be used on the other hand that can help in eliciting
data that is more reliable that can help the sports centre in increasing the popularity among
that of the minority ethnic group (Sekaran and Bougie 2016). The mathematical theories can
be used successfully in finding out important data that can help in revealing the reason why
the centre is not visited on the Sundays by the local people.
Chosen Research Method
The research method chosen are the interviews that are semi-structured. The
researcher asks questions to the respondents in relation to a particular topic in the case of a
semi-structured interview. The open ended questions are used that helps in bringing forward
the opinion of the respondents (Taylor, Bogdan and DeVault 2015). It can help in bringing

5RESEARCH METHODS
out why the local people were not enrolling themselves in the sports centre and the possible
steps that can be taken that can arise the interest of the public towards the centre. The
interviewer has with himself the topics or the questions that he would cover during the course
of the interview (Smith 2015). Listening to the respondents can help in revealing the mindset
of the local people and why they are not visiting the local sports centre. It can bring out the
personal opinions of the people that can be used rightly for increasing the popularity of the
centre among that of the local people.
The quantitative research method that is chosen is survey that helps in the
generalization of the results from that of sample to that of population of the interest. It helps
in the measurement of the different views along with the opinions within that of a chosen
sample. The scaled questions can be used that can provide opportunity to the respondents in
rating the experience that they have by making use of a number (Thomas, Nelson and
Silverman 2018). The survey method helps in exploring the relationship that exist in between
the attitude and the behaviour. This method can be used for the local sports centre as it helps
in determining probability why a person would use the product and the attitude that the
people have that helps in driving their decisions. It can be achieved with the help of the linear
regressions that can help in co-relating the independent variables with that of the dependent
variables (Rubin and Babbie 2016). This method can be useful in revealing the factors that is
driving the people and the minority community within the locality away from the centre. It
can bring out why the centre is less frequented on Sundays and the steps that can be taken
that can attract people towards the sports centre.
Research questions, aims and objectives
1. Research Questions, Aims and Objectives

6RESEARCH METHODS
What is the importance of awareness in increasing participation of the marginalised section of
population?
The aim of research is finding out how raising awareness can help the local sports centre in
getting more clients. The awareness can help in making the people aware about the
discriminatory practices that can bring more people into the centre. The main aim of the
research is to increase the usage of the sports centre on Sundays and increase the
representation of the minority ethnic groups in the client base of the centre.
To find out the importance of raising awareness in increasing participation of marginalised
people
2. Research Questions, Aims and Objectives
What is the significance of diversity programmes for lending help to ethnic communities?
The aim of research is in finding out how the diversity programmes can draw the people
belonging to minority ethnic communities in the centre. The diversity programmes can train
the people regarding how to assimilate with the people belonging to the different cultural
backgrounds. The sports centre laying emphasis on increasing participation in the sports of
the girls can help in augmenting the participation of the people coming from the marginalised
group. The research finds out how the local authorities can develop the process of the
effective monitoring pertaining to the racist incidents that can help in recording the incidents.
To find the importance of the diversity programmes for helping the ethnic communities in
participation
3. Research Questions, Aims and Objectives
What is the effect of improving the look on the clients of the sports centre?

7RESEARCH METHODS
The aim of this question is to find out how changing the look of the sports centre can draw
the crowd on the Sundays. There would be clients who would come to the sports centre for
the night games and overlooking the aspect of lighting can cost the popularity that the centre
enjoys in front of the public. The report discusses that the outlook of the sports centre being
made more attractive can help in drawing the crowd on the Sundays.
To understand how improving the overall look of the sports centre can prove to be lucrative
for the sports centre
4. Research Questions, Aims and Objectives
What is the effect of monitoring in attracting people towards sports centre?
The aim of research question is to find out how monitoring can reduce the practices related to
discrimination in the sports centre. The aim of report is to find out how the governing bodies
of the sports can implement the regulations that can afford protection to the people coming
from various kinds of cultural and the ethnic backgrounds. The report discusses about
administrative barriers should be removed in the sports centre that can help in removing the
challenges on the path of the residents who are not permanent in the country.
To understand how effective monitoring can draw the people towards the centre
Summary of the articles
According to Atteberry-Ash, Woodford and Centre (2018), the local sports centre
lacking the facility of parking makes it inconvenient for the clients of the sports centre.
Parking is an important element that has to be considered by the sports centre that can help in
drawing a large number of the people. The sports centre focussing on how much the travellers
would have to walk from the parking to field is an area that can be carefully considered by

8RESEARCH METHODS
the sports centre. The sports centres should have proper lighting that can play a crucial role in
relation to the security purpose.
According to Brown and Stone (2016), the sports centre can involve themselves in
awareness raising activities in collaboration with that of the governing bodies of the sports
that can remove the discrimination taking place in that of the sports centre. The sports centre
including the diversity programmes can play an integral role in encouraging participation of
migrants along with the ethnic communities. It can play a crucial role in removing the
barriers pertaining to accessing of the leadership positions. This can encourage the people
belonging to the ethnic groups to take part in the activities of the sports centre. It can help in
facilitating the lodging of the complaints that can be useful in increasing the appeal of the
sports centre.
According to Oliver and Lusted (2015), the National government can maximise
potential of the Equality Bodies along with the National Human Rights Institutions that can
help in addressing the discrimination taking place in the world of the sports. Support should
be rendered to the potential victims and they should be allowed to participate in the legal
action against that of the perpetrators. It can help the sports federations along with the centres
in rendering support to that of the potential victims.
Conclusion
Research methods are indicative of the strategies and process that can be made use of
for the purpose of collection of data. It can provide the evidence in relation to the analysis
that can bring out the new information. Research methods can help the people in
understanding the topic in a better manner and it proves to be advantageous for people in
getting results that are accurate. Interviews act as the research method that can help in finding
out why the local people are dissatisfied with the sports centre. The questions can be asked to

9RESEARCH METHODS
respondents for furnishing information on a particular topic and this can be achieved with the
help of semi-structured interview. Survey is the quantitative research method that has been
chosen that can generalize results from sample. It can measure the various views and
opinions pertaining to a sample. Awareness can be created in the sports centre with the help
of the governing bodies which can remove discrimination of sports centre. Local authorities
laying focus on that of effective monitoring can help in the reduction of the racist incidents.
This can provide an impetus to the people of the ethnic backgrounds in taking part in
activities of that of sports centre.

10RESEARCH METHODS
References
Atteberry-Ash, B., Woodford, M.R. and Centre, S., 2018. Support for policy protecting
LGBT student athletes among heterosexual students participating in centre and intercollegiate
sports. Sexuality Research and Social Policy, 15(2), pp.151-162.
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university
press.
Bernard, H.R., 2017. Research methods in anthropology: Qualitative and quantitative
approaches. Rowman & Littlefield.
Brown, C.S. and Stone, E.A., 2016. Gender stereotypes and discrimination: how sexism
impacts development. In Advances in child development and behavior (Vol. 50, pp. 105-133).
JAI.
Bryman, A., 2016. Social research methods. Oxford university press.
Coolican, H., 2017. Research methods and statistics in psychology. Psychology Press.
Oliver, P. and Lusted, J., 2015. Discrimination cases in grass-roots sport: comparing
Australian and English experiences. Sport in Society, 18(5), pp.529-542.
Rubin, A. and Babbie, E.R., 2016. Empowerment series: Research methods for social work.
Cengage Learning.
Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach.
John Wiley & Sons.
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.

11RESEARCH METHODS
Thomas, J.R., Nelson, J.K. and Silverman, S.J., 2018. Research methods in physical activity.
Human kinetics.