Marketing Research Project - Part 1
Step 1. Identify and clarify information needs
The first step in the research involves the identification of problems and clarification of the roles and responsibilities of the team. Multiple decisions possess multiple outcomes. Thus, it is vital to understand the process of decision making.
The major identification is to understand the needs of the target audience i.e. the male clients. Thus, the staff needs to know their customers for business growth and achievement. Male clients look for male staffs so there is a need of proper interaction without any hesitations with the male clients. The company should hire male staffs for male clients to satisfy the needs of the customer successfully.
Step 2. Define the research problems and questions
The research problems drive the scientific process of research step that leads to the viable hypothesis. The research question states the area of concern and the problems need to be improved. Research questions specify the concern or challenge.
The research problem of the given study is associated with male clients where male clients are hesitant to speak their needs to the female receptionist properly. Research questions should be transparent and it should be clear.
Research questions:
- What is the need of male and female employees both in the Spa?
- How the company can attracts male clients to a spa?
- Do you offer any benefits or schemes to the customers?
- How is the ambience attracting to the customers in the spa?
- Do you feel advertising helps to increase the visit of the customer in the spa?
Step 3. Specify research objectives and confirm the information value
The research objective is based on the research problem. The research objectives serve as the justification for management and there is a need of clear justification of the information problem.
The objective of the research is to "attract the male clients to the spa". The value of information is helpful to increase the client's attraction and satisfaction.
Step 4. Determine the research design and data sources
The research design seeks for the steps to collect the data and information. Identifying the research design is the function of the information research goals and objectives in the information and needs.
Exploratory research gathers data in an unstructured format and descriptive research is helpful to gather raw data and structures.
The research design is determined with the help of qualitative and quantitative methods of research. The use of questionnaire helps to deal with the responses for the participation of the research. With the help of collection of perceptions and experiences, there is an importance with quantitative data. Questionnaires are collected with the actions of the respondents and interviews are important to collect the information successfully. (Qld.gov.au, 2015)
Thus, the sources of data and information require proper research to deal with the issues. For the Spa, the research design will be exploratory and descriptive research. The study will focus on questionnaires to meet the needs of the target market and to satisfy the requirements of the customer. (Hair, 2015)
MRP - Part 2
Step 4. Determine the research design and data sources
The research design seeks for the steps to collect the data and information. Identifying the research design is the function of the information research goals and objectives in the information and needs.
Exploratory research gathers data in an unstructured format and descriptive research is helpful to gather raw data and structures.
The research design is determined with the help of qualitative and quantitative methods of research. The use of questionnaire helps to deal with the responses for the participation of the research. With the help of collection of perceptions and experiences, there is an importance with quantitative data. Questionnaires are collected with the actions of the respondents and interviews are important to collect the information successfully. (Qld.gov.au, 2015)
Thus, the sources of data and information require proper research to deal with the issues. For the Spa, the research design will be exploratory and descriptive research. The study will focus on questionnaires to meet the needs of the target market and to satisfy the requirements of the customer. (Hair, 2015)
Step 5: Develop the sampling design and sample size
A sampling design is the framework that guides to select a sample for the survey. An appropriate sampling frame is defined by the researcher to draw sample from it. The sampling frame is sometimes identical to population or may be indirectly related to it. It is important to define a correct sampling frame in order to get a representative sample. A sample is a "subgroup of a population" (Frey et al, 2000). It has also been described as a representative "taste" of a group (Berinstein & Paula, 2003). Cochran (1953) posits that using correct sampling methods allows researchers the ability to reduce research costs, conduct research more efficiently (speed), have greater flexibility, and provides for greater accuracy.
There are broadly two different methods of sampling, probability sampling and non-probability sampling. In Probability Sampling every element gets an equal probability of selection thus eliminating the danger of researching biases. The different types of probability sampling are Simple Random Sampling, Systematic Random Sampling, Stratified Random Sampling and Cluster Sampling. The non-probability sampling is based on the convenience of the researcher and is useful for the studies that do not require the representativeness of the sample. In nonprobability sampling, subjective judgments play a specific role (Henry, 1990). The different methods are Purposive Sampling, Quota Sampling, Snowball Sampling, Convenience Sampling, Judgment Sampling etc.
For this study, the sampling design will be non-probability sampling based on the availability of respondents. The methods used will be convenience sampling and judgmental sampling. The convenience sampling is based on the convenience with which the respondents can be located such as in malls, wellness centers, colleges, clubs, modeling centers, etc. The judgment sampling is based on the judgment of researcher by which he finds an individual fit to be selected in the sample. Fitness here means the possession of relevant traits such as too much work stress, age factors, desire to remain up to dated, enough money at disposition, etc.
The preferred sample size would be 80 to 100. This size is enough to find out the reasons why do men prefer spa and what features and amenities they look for when going for spa.
Step 6: Examine measurement issues and scales
There are several factors that directly and indirectly affect the outcome of the research. The qualitative attributes such as reliability and validity of research tools and techniques are very important. Reliability means the degree of consistency or the level of coherence between the results. Validity refers to the quality of interpretations and inferences derived from scores. They should be empirically justified and well supported by strong arguments. (Retrieved from https://www.edmeasurement.net/5244/Measurement%20Issues.pdf).
The various type of questions like structured or unstructured, open ended, closed ended, etc. affect the reliability of scores. Further different types of measurement processes such as observations, opinion, criteria reference assessments, etc. also affect the complete phenomenon. Furthermore, the type of scales used also create impact on the quality of results.
The different types of scales used in research are Nominal, Ordinal, Interval and Ratio Scales. A nominal scale is a simple scale that helps in categorizing the data. An ordinal scale helps in ranking of different items. An interval scale is made up of some equidistant points on which data is measured. A ratio scale is a true zero point scale and is not applied in social research.
For this study, a questionnaire will be designed that would contain open ended as well as closed ended questions. Closed ended questions will be rated on a Likert Scale which is a type of an interval scale on which all the points are equidistant but every point signifies the different intensity. It will also contain few questions on nominal scale as well.
Step 7 Design and pretest the questionnaire
Name:
Age: 25-35 36-45 46-55 55 and above
Occupation:
How frequently do you visit spa?
Frequently Sometimes Rarely Never
Why do you wish to go to Spa?
Relaxation
Body Cleansing
On Doctor's Consultation
Fitness
What factors affect while choosing a Spa?
Affordable Prices
Accessible Location
Quality of Service
Established Brand Name
What features of a Spa motivates you to choose the same Spa again?
Atmosphere
Service Variety
Trained Staff
Prompt Service
What is/are your preferred service/s? Please mention if you prefer a service other than the below mentioned services.
Body Massage
Body Treatment
Hair Treatment
Body Wrap
What type of Spa you look for?
Urban Spa
Health Spa
Beauty Spa
Destination Spa
Do you prefer to get advice and lessons from an expert on wellness and health related issues in the Spa?
Yes No
Do you intend to participate in other wellness activities such as Yoga and Meditation in Spa?
Yes No
Would you prefer to take annual or semi-annual membership if offered at discounted prices?
Yes No
Please rate the services offered in one of the Spas you visited last time.
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Services/Features
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1=Excellent
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2=Good
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3=Average
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4=bad
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5=Poor
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Ambience
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Attitude of Staff
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Availability of Trained Staff
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Variety of Services
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Service Promptness
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Quality of Work
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Cleanliness and Hygiene
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Marketing Research Project Part 3
(I was only able to get 10 people to do the survey)
Data:
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Age of Participants
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8 (36-45)
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2 (46-55)
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Visit Frequency
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Rarely : 5
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Frequently : 1
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Sometimes :1
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Never: 3
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Reason for visit
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Fitness: 2
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Relaxation: 8
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Factors affecting
choice
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Quality of services : 5
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Affordable prices:
4
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Quality of services :
1
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Features affecting
repeat service
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Service:
2
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Trained staff:
4
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Service variety : 2
Trained staff and atmosphere: 1
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Prompt service: 1
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Preferred services
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Body massage: 10
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Choice of spa
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Health spa: 7
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Destination spa: 3
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Advice and lessons
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No: 6
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Yes: 4
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According to the data a very large percentage of the spa visitors belong to the 36-45 age group. 80% of the spa customers were from the 36-45 age group whereas 20% were from the 46-55 age group. Most of the customers said they rarely visited the spa (number of visits very small). 50% quoted their answer as rarely, 30% as never, 10% as frequently (1 out of 10) and 10% as sometimes. 80% quoted their reason behind visiting a spa as relaxation and 20% quoted it as fitness. Quality of services were recognized as the main factor affecting the choice of spa (selected by 50%). Second major factor was affordable price, chosen by 40% and last factor was accessible location along with quality of services chosen by 10%. Trained staff was the main factor that determined if a customer would visit the same spa repeatedly. 40% of the respondents quoted trained staff as the reason that they would visit the same spa repeatedly. 20% responded with service variety along with trained staff as the reason. Among the remaining 40%, 10% selected the reason to be prompt service, 10% to be atmosphere and 20% as service variety. 60% of the respondents were not interested in any advice or lessons from the experts. However, 40% responded in the affirmative. With regards to rating the overall services, 50% rated their spa as excellent and rest as good or average. Two respondents also rated their spa as bad or poor in areas like quality of services and service variety.
The data collected from the survey shows that trained staff are an important requirement for running a good spa and being the customer's choice. Fitness is not the main aim for a large part of the customer segment, since their main aim to visit a spa is to relax. Body massage is their preferred service. Customers would also pay repeat visits given that there are trained staff as well as variety in the services offered. Overall, to be a popular spa one should keep trained staff and service variety as his priority. While additional services like expert advice are not considered important by a large customer segment, select customers would like to have these services too.
Part 4 of your marketing research project requires you to present your marketing research project to the class. This will be accomplished by creating a PowerPoint presentation, highlighting parts of your marketing research project.
You are required to:
1. Prepare a PowerPoint presentation highlighting your Marketing Research Project (MRP). Your presentation should be no longer the 10 slides and it should include highlights of steps 2, 3, 7, 9, & 11 .
Phases and Steps in the Information Research Process:
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Phase I
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Step 1: Identify and clarify information needs
Step 2: Define the research problem and questions
Step 3: Specify research objectives and confirm the information value
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Phase II
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Step 4: Determine the research design and data sources
Step 5: Develop the sampling design and sample size
Step 6: Examine measurement issues and scales
Step 7: Design and pretest the questionnaire
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Phase III
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Step 8: Collect and prepare data
Step 9: Analyze the data
Step 10: Interpret data to create knowledge
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Phase IV
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Step 11: Prepare and present the final report
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