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Research
Questionnaire

Introduction

This brief paper is in form of research questionnaire to
address the specific research questions. The questionnaire is intended to be
conducted with a random sample size of atleast 30 individuals from corporate
background. Also, the research will be completely ethical in nature and it will
be ensured at all the instances that all the data received stays anonymous and
no answers are preserved or recorded for any future references (Miller et. al., 2012). Each questionnaire will
last for 14-15 minutes.

Questions

1. What
are some of the reasons why you would or would not like to join a “Swim Club”?

2. Do
you think joining a “Swim Club” is now a necessity?

3. How
much would you like to spend on joining a “Swim Club”

4. What
kind of swimming membership do you generally prefer?

5. How
many members of you family prefer/like swimming?

6. Is
there anything specific that you would desire from a swimming association?

7. How
important is hygiene a concern for you?

8. How
many times a weak you or your family swim?

9. Would
you be open to enrol in a yearly package if that comes at a discounted rate?

10.Do
you think swimming associations are actually able to offer the facilities for
the price paid by you?

Justification
for Each of the Question

1. What
are some of the reasons why you would or would not like to join a “Swim Club”?

Justification

This question will help understand why individuals would or would not actually
be interested in joining a swim club and if they have any special
considerations. This will be an open ended question.

2. Do you
think joining a “Swim Club” is now a necessity?

Justification

This question will help understand if individuals think and feel that joining a
swim club is a necessity or just for leisure.

3. How
much would you like to spend on joining a “Swim Club”?

Justification

This question will help understand the budget and extent of money individuals
are actually open to spend for joining a swim club.

4. What
kind of swimming membership do you generally prefer?

Justification

This question will help gain insight into the type of preferred membership such
as monthly, yearly, quarterly etc.

5. How
many members of you family prefer/like swimming?

Justification

This question will basically help the importance of swimming in a family.

6. Is
there anything specific that you would desire from a swimming association?

Justification
–This
will be an open ended question and will help understand if individuals have any
special desire from a swimming association.

7. How
important is hygiene a concern for you?

Justification

This question will help understand the extent to which hygiene is an important
concern and if they would mind getting slightly lower quality pool at a
discounted price.

8. How
many times a weak you or your family swim?

Justification

This question will basically help understand the general swimming pattern of a
family.

9. Would
you be open to enrol in a yearly package if that comes at a discounted rate?

Justification

This question will basically again be related to understanding the budget of
the individuals.

10.Do
you think swimming associations are actually able to offer the facilities for
the price paid by you?

Justification

This question will be an open ended question and will help understand if
individuals are really satisfied with the services received or not.

References

Miller, T., Birch, M., Mauthner, M. and Jessop, J. (2012)
Ethics in Qualitative Research (2nd
Ed.) USA: SAGE Publications

Case of Swimming Club:

Written by:

Submitted to:

Date of submission:

Contents

.docx#_Toc436039094″>Unit I:4

.docx#_Toc436039095″>1. Identifying
a business decision situation:4

.docx#_Toc436039096″>2. Assessing
the current situation:4

.docx#_Toc436039097″>3. Identifying
two symptoms:4

.docx#_Toc436039098″>4. Identifying
likely problems causing each symptom:5

.docx#_Toc436039099″>5. Decision
statement:5

.docx#_Toc436039100″>6. Identifying
research objectives:5

.docx#_Toc436039101″>7. Re-stating
research objective:5

.docx#_Toc436039102″>8. Developing hypothesis:6

.docx#_Toc436039103″>Unit II:6

.docx#_Toc436039104″>1. Introduction:6

.docx#_Toc436039105″>2. Product
life cycle:7

.docx#_Toc436039106″>3. Marketing
Mix:8

.docx#_Toc436039107″>A. Price:9

.docx#_Toc436039108″>B. Product:10

.docx#_Toc436039109″>C. Place:10

.docx#_Toc436039110″>D. Promotion:10

.docx#_Toc436039111″>4. Connecting
literature review with research:11

.docx#_Toc436039112″>Unit III:11

.docx#_Toc436039113″>Unit IV:12

.docx#_Toc436039114″>1. Sampling
procedures:12

.docx#_Toc436039115″>2. Description
of the population:12

.docx#_Toc436039116″>3. Identifying
different types of biases:12

.docx#_Toc436039117″>4. Connecting
sampling procedures with research:13

.docx#_Toc436039118″>Unit V:13

.docx#_Toc436039119″>1. Experimental
design of the proposal:13

.docx#_Toc436039120″>2. Explaining
research design and experiment:14

.docx#_Toc436039121″>3. Developing
hypothesis based on your research question:14

.docx#_Toc436039122″>4. Describing
variables:15

.docx#_Toc436039123″>5. Validity:16

.docx#_Toc436039124″>6. Connecting
experimental design with research:16

.docx#_Toc436039125″>Unit VI:16

.docx#_Toc436039126″>1. Measurement
Scale:16

.docx#_Toc436039127″>Unit VII:17

.docx#_Toc436039128″>1. Conclusion:17

.docx#_Toc436039129″>Bibliography.18

Unit I:

1. Identifying
a business decision situation:

The
business decision situation requires action in the current situation of the
firm which is 22 year old neighborhood swimming association that seeks research
help. The business decision is regarding the future policies, procedures and
desired changes that are required to be infused to get the appropriate outcome
in the form of increased customer base and improved business image.

2. Assessing
the current situation:

At
present the swimming association is facing decline in customers due to increase
in competition in the market. The upcoming of a new swimming space near the
firm has affected the sales. The customers prefer other swimming space by
comparing the financial and situation benefits. This way the highly competitive
pricing and newly made swimming area has helped the water park to attract
customers of the swimming association.

3. Identifying
two symptoms:

The two symptoms are as follows.

A.
Declining membership
for six years and less frequent usage by the existing members.

B.
Increased attendance
at new water park.

4. Identifying
likely problems causing each symptom:

The likely problems that are causing the symptoms include
the swim facility is outdated and does not appeal to younger families. That is
the younger families have a negative image of pool. Their “Old Market” is
aging.

(Wedel & Kamakura, 1998)

5. Decision
statement:

The decision statement is the followings.

A.
What things can be
done to energize new markets and create a more favorable attitude toward the
association?

B.
How can the new
customers be attracted and the existing can be retained?

(Sharma, 2013)

6. Identifying
research objectives:

The research objective includes the followings.

A.
Determine reasons
why families may choose to join or not join a “Swim Club”.

B.
Identify the
drawbacks of the swimming association that is affecting preference of the
customers.

7. Re-stating
research objective:

The research question is as follows.

.1.)
How do the type of facilities and pricing relate to family attitudes toward a
swim facility?

2.)
How can these drawbacks can be removed?

8. Developing
hypothesis:

The hypothesis can be developed as follows.

H1: Child friendly pool designs are positively related to
attitudes toward the facility.

H2: Flexible pricing policies are positively related to attitudes
toward the facility.

(Berfenfeldt, 2011)

Unit II:

1. Introduction:

The research is based on the fall in the sales of the Swimming
club. Therefore the questions in the research work along with the setting of
hypothesis are done for the purpose of findings on the same topic. The question
is important to recognize the reason behind the decline in the product life
cycle and identify methods to achieve extension or renewal in the product life
cycle which could help increase the sales. The research design is therefore to
conduct a survey on the customer trend, taste and preferences which are
affecting the sales of the swimming association. Proper literature review is
also stated to understand the present position of the firm and estimate future
prospects. However the major trends in the field will be to recognize the
customer trend that is followed in the market. The likes and dislikes therefore
will be identified and recorded so that the desirable outcome can be achieve
which could help in future decision making process for growth and development
of the firm in the long run. The literature review will be organized by
discussions on the product life cycle that the company is going through and the
marketing mix which could be used by the firm as a business tool for sustenance
of the business
(Patil, 2013).

2. Product life cycle:

The Swimming Association is actually passing from the maturity
state of the product life cycle wherein the declining is observed by the
organization. This can be understood by having a look at the following diagram.

Research Questionnaire  Introduction.png” alt=”http://3.bp.blogspot.com/-bxqk0YysdPg/UjFZR1EUtdI/AAAAAAAAABo/KCp5x3GX1kE/s1600/Product+Life+Cycle.png”>

Source:.bp.blogspot.com/-bxqk0YysdPg/UjFZR1EUtdI/AAAAAAAAABo/KCp5x3GX1kE/s1600/Product+Life+Cycle.png”>http://3.bp.blogspot.com/-bxqk0YysdPg/UjFZR1EUtdI/AAAAAAAAABo/KCp5x3GX1kE/s1600/Product+Life+Cycle.png

From the above diagram we can clearly see that a product firstly
enters the phase of introduction when it is offered first time in the market.
Later, if accepted the product sales enters growth phase and with the passage
of time reaches the level of maturity. At the maturity levels the product or
service meets its highest sales and hence after this point either the decline
or the extension or renewal is observed in the product life cycle. Similar is
the case with the swimming association which has reached the levels of maturity
and now it is observing the level of decline in sales
(Caniels & Gelderman, 2007).

3. Marketing Mix:

The Swimming
association therefore needs to review its marketing mix such that the firm
sustenance in the long run can be ascertained. The marketing mix is actually a
mixture of product, place, price and promotion. Therefore the correct
combination of all the factors could actually help the firm to regain its
business strength and customer base in the market.

Research Questionnaire  Introduction.jpg” alt=”http://thumbs.dreamstime.com/z/p-marketing-mix-business-concept-modern-style-layout-44377045.jpg”>

Source:.dreamstime.com/z/p-marketing-mix-business-concept-modern-style-layout-44377045.jpg”>http://thumbs.dreamstime.com/z/p-marketing-mix-business-concept-modern-style-layout-44377045.jpg

A.
Price:

The price
of the swimming service offered by the firm is higher than the customer
expectations. This is because of the reason that the newly built water park is
offering the similar kind of service at a very competitive price. This way the
firm needs to review its pricing strategy so that the new price can be set at
such a levels from where the adverse effects of competitive pricing can be
overcome.

B.
Product:

The
product that the company offers is homogenous. That is the company offers a
swimming service in its space which is a homogenous service that can be offered
by any other club or water park. Therefore the firm needs to bring in addition to
that service such that the customers can be tempted to buy the membership of
the firm. Also the additional benefits should provide the customers with more
benefits as compared to the benefits offered by competitors. These benefits may
include discounts, coupons, free package etc.
(Zafar, Zaheer, Rahman, & Rehman, 2011).

C.
Place:

The place
of the swimming pool has become old and needs renovation. Therefore the need is
to recondition and refurbish the whole area so that the customers can get
better experience from the use of the services offered by the swimming pool.
This may include the addition of new flooring, coloring walls with attractive
and trendy colors and making the area updated with the new age attractive
decorations. This way the place of the swimming pool needs to be reviewed.

D.
Promotion:

The
promotion of the swimming pool service can be advertising about the various
benefits that the customers could avail through the usage of the service
offered by the swimming pool. This way the customers will get to know about the
latest additions that are making the pool service better and enhanced than
earlier. The promotions will also bring into limelight the various benefits and
competitive advantage the swimming pool service offered by the firm has to
offer in addition
(Winer, 2001).

4.
Connecting
literature review with research:

This way
the literature review discussed above clearly connects with the decision
statements as to what things can be done to energize new markets and create a
more favorable attitude toward the association? Thus it is found out that the
cause of the present status of the swimming services by the firm which is the
product life cycle condition that it is passing through. Also it is now
understandable of various methods and modes that can be applied to bring to
answer the next decision statement which is how can the new customers be
attracted and the existing can be retained?

The
research objective is completely achieved through the literature review which
gives an in-depth knowledge of the present condition and analysis the situation
so that further research can be made on determining reasons why families may
choose to join or not join a “Swim Club”. Also it can help in identifying the
drawbacks of the swimming association that is affecting preference of the customers.-

The 4P
marketing helps in suggesting how do the type of facilities and pricing relate
to family attitudes toward a swim facility. Along with that the various
drawbacks can be identified and removed accordingly
(Berfenfeldt, 2011).

Unit III:

Attached
in excel files.

Unit IV:

1. Sampling
procedures:

The research objective is to identify the various flaws
that are affecting the sales of the Swimming club and identify methods to
remove them and help the business maintain its growth and sustenance in the
long run. This way the customer trend, thoughts and views, expectations,
preferences etc. will be calculated and different methods will be identified
that can be followed to get the desired outcome from the research(Eaton, 2012).

2. Description of the population:

The population will be the local people in the city. The
target population would include those people who use the swimming pool
services. The sampling frame will include following a sampling procedure which
is simple stratified sampling method where in the samples is selected at
random. Efforts will be made to select those people who are interested in
continuing purchase of swimming pool services. The rationale for choosing the
procedure is therefore to identify the thoughts, views, preferences and trends
of the customers from the new age ideal swimming pool club.

3. Identifying
different types of biases:

The different types of biases that may occur include
addition of the young people than older people. This is due to the fact that
the young people are open to questions. They happily answer questions and are
always ready to greet such activities. However the older people find this as
interference to their personal lives. However efforts will be made to greet and
meet them such that they firstly are made comfortable with my presence.

4. Connecting
sampling procedures with research:

This way the research will follow simple stratified
sampling method wherein the samples will be selected at random. Efforts will be
made to grasp the thoughts of young and old people using the swimming pool
services. The security of the responses will be done by safeguarding the data
entry in the computer system and ensuring that the personal information of the
respondents is not revealed at all. This way the research objective of getting
the knowledge of latest trends and identifying methods to attract more
customers for the firm can be achieved. Also the interview with the customers
could help in finding out the possible mistakes and flaws made by the firm
which can be removed and the customer coming trend can be upgraded(Pegg, Patterson, & Matsumoto, 2014).

Unit V:

1. Experimental
design of the proposal:

The basic experiment will be to assess the cause and
effect relationship based on the various research questions. That is the
research question is like what things can be done to energize new markets and
create a more favorable attitude toward the association? The answer to this
question is to identify the various drawbacks that are followed in the
management of the swimming pool which are affecting the sales of the firm. Also
the second question which is how the new customers canare attracted and the
existing can be retained? The answer to these questions can also be achieved by
getting to know about the customer trend, thoughts and views, preferences and
tastes etc. These way efforts will be made to get the answer to the followings.

A. Determine
reasons why families may choose to join or not join a “Swim Club”.

B. Identify
the drawbacks of the swimming association that is affecting preference of the
customers.

Also an effort will be made to identify possible method
through which the review of the type of facilities and pricing relate to family
attitudes toward a swim facility. The hypothesis therefore can be developed in
two cases. The first case is the development of the child friendly pool designs
are positively related to attitudes toward the facility. The second case is the
development of the flexible pricing policies is positively related to attitudes
toward the facility(GlobalMarketingToday, 2015).

2. Explaining
research design and experiment:

This way the research is a quasi-experiment design
wherein self-styled research objective and research questions are framed with
the view to get appropriate answer to the research questions. The hypothesis is
developed therefore to get the answer to the research questions through the use
of feedback that is taken from the people in local area.

3. Developing hypothesis
based on your research question:

The hypothesis therefore can be developed as follows.

H1: Child friendly pool designs are positively related to
attitudes toward the facility.

The child friendly pool isneeded to be designed so that
the positive attitude toward the facility can be identified. That is the safety
concerns of the customers can be delivered. This way the swimming club should
offer the young people with the maximum of safety precautions for the customers.

H2: Flexible pricing policies are positively related to
attitudes toward the facility.

The flexible pricing policies are needed to be developed
which positively relates to the attitude towards the facility. That is the
customer fined the pricing of the firm more competitive and fair enough to
entertain the customers. This way an improved and enhanced pricing policy is
required to be administered so that the customers find the services more cost
effective and high in features(Dutot, 2013).

4. Describing variables:

The independent variables in this case will be the
customer response. The blocking variables will be the questionnaires and
interview questions that directs towards the specific topic of research. The
dependent variable is research objectives and research hypothesis that are set
such that the answers to them can be achieved from the set questions that are
asked from the respondents. The extraneous variables are interview questions
based on the personal information of the respondents. These are extraneous
because the personal information of the respondents will be kept secret.
However the outcome will be only revealed without specifying any particular
person.

5. Validity:

The research will have valid as it will consist of
information collected directly from the potential customers of the firm. The
internal validity issues will be that specific directions will be taken to make
the questions more specific as per the research topic, objectives and testing
hypothesis. The external validity will be achieved by making an attempt to
grasp information from the people of different age group. However the trend of
the children, young and old will be studied and the appropriate representation
will be followed in the research(CDKdigitalmarketing.com, 2015).

6. Connecting
experimental design with research:

This way the research design will try to collect the
samples that will be selected at random. Efforts will be made to grasp the
thoughts of young and old people using the swimming pool services. The security
of the responses will be done by safeguarding the data entry in the computer
system and ensuring that the personal information of the respondents is not
revealed at all. This way the research objective of getting the knowledge of
latest trends and identifying methods to attract more customers for the firm
can be achieved. Also the interview with the customers could help in finding
out the possible mistakes and flaws made by the firm which can be removed and
the customer coming trend can be upgraded(Aseisdefimedia, 2015).

Unit VI:

1. Measurement
Scale:

The survey will be developed with the composite scale
score with the liker scale method. That is the highest priority will be given
point 7 (Completely satisfied) and the lowest priority will be given lowest
point of 1(Completely unsatisfied). This measure will be reliable enough to
measure the level and extent of satisfaction and expectations of the customers.
The validity will also be met as the information will be collected directly
from the customers. The sensitivity of the information will also be dealt by
only depicting the outcome and not revealing the personal information of the
respondents. The ethical dilemmas during the research process therefore will be
met with confidentiality of the personal information of the respondents. The
anonymity of the information will also be kept by keeping it safe in personal
computer. Efforts will be made to avoid any conflict of interest. The informed
consent will also be taken from the respondent before they give their reply.
The debriefing of the information will be done before starting the
questionnaire session so that the respondents are aware of the reason behind
research and get an idea of kind of questions that will be asked. Hence efforts
will be made to experiment on human subjects whose thoughts, preferences,
tastes, like and dislikes will be tested.

Unit VII:

1. Conclusion:

The survey will be done on 10 people who will question as
per the research topic. The data will be analyzed using the Microsoft excel
spread sheet which will help in calculating the final outcome. Later the
outcome will be displayed in attractive diagrams and graphs such that the
reader finds it easier to understand and impressive to look into. The research
problem is to find out the reason behind the fall in sales of the Swimming
club. The problem will therefore be recognized through the filling of questionnaire
which will consist of personal thoughts of the respondents. This way the firm
can be directed towards an approach that others sees but the firm was unable to
identify and apply earlier. The data will be coded using the excel sheet format
and the tools available in it. The editing will be done using the same. The
descriptive statistics that will use will be intended to give the reader a
clear, concise and attractive look at the research outcome. This way the
research will be made easier to understand and more practical to apply.

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Case of Swimming Club:

Written by:

Submitted to:

Date of submission:

Contents

.docx#_Toc436039094″>Unit I:4

.docx#_Toc436039095″>1. Identifying
a business decision situation:4

.docx#_Toc436039096″>2. Assessing
the current situation:4

.docx#_Toc436039097″>3. Identifying
two symptoms:4

.docx#_Toc436039098″>4. Identifying
likely problems causing each symptom:5

.docx#_Toc436039099″>5. Decision
statement:5

.docx#_Toc436039100″>6. Identifying
research objectives:5

.docx#_Toc436039101″>7. Re-stating
research objective:5

.docx#_Toc436039102″>8. Developing hypothesis:6

.docx#_Toc436039103″>Unit II:6

.docx#_Toc436039104″>1. Introduction:6

.docx#_Toc436039105″>2. Product
life cycle:7

.docx#_Toc436039106″>3. Marketing
Mix:8

.docx#_Toc436039107″>A. Price:9

.docx#_Toc436039108″>B. Product:10

.docx#_Toc436039109″>C. Place:10

.docx#_Toc436039110″>D. Promotion:10

.docx#_Toc436039111″>4. Connecting
literature review with research:11

.docx#_Toc436039112″>Unit III:11

.docx#_Toc436039113″>Unit IV:12

.docx#_Toc436039114″>1. Sampling
procedures:12

.docx#_Toc436039115″>2. Description
of the population:12

.docx#_Toc436039116″>3. Identifying
different types of biases:12

.docx#_Toc436039117″>4. Connecting
sampling procedures with research:13

.docx#_Toc436039118″>Unit V:13

.docx#_Toc436039119″>1. Experimental
design of the proposal:13

.docx#_Toc436039120″>2. Explaining
research design and experiment:14

.docx#_Toc436039121″>3. Developing
hypothesis based on your research question:14

.docx#_Toc436039122″>4. Describing
variables:15

.docx#_Toc436039123″>5. Validity:16

.docx#_Toc436039124″>6. Connecting
experimental design with research:16

.docx#_Toc436039125″>Unit VI:16

.docx#_Toc436039126″>1. Measurement
Scale:16

.docx#_Toc436039127″>Unit VII:17

.docx#_Toc436039128″>1. Conclusion:17

.docx#_Toc436039129″>Bibliography.18

Unit I:

1. Identifying
a business decision situation:

The
business decision situation requires action in the current situation of the
firm which is 22 year old neighborhood swimming association that seeks research
help. The business decision is regarding the future policies, procedures and
desired changes that are required to be infused to get the appropriate outcome
in the form of increased customer base and improved business image.

2. Assessing
the current situation:

At
present the swimming association is facing decline in customers due to increase
in competition in the market. The upcoming of a new swimming space near the
firm has affected the sales. The customers prefer other swimming space by
comparing the financial and situation benefits. This way the highly competitive
pricing and newly made swimming area has helped the water park to attract
customers of the swimming association.

3. Identifying
two symptoms:

The two symptoms are as follows.

A.
Declining membership
for six years and less frequent usage by the existing members.

B.
Increased attendance
at new water park.

4. Identifying
likely problems causing each symptom:

The likely problems that are causing the symptoms include
the swim facility is outdated and does not appeal to younger families. That is
the younger families have a negative image of pool. Their “Old Market” is
aging.

(Wedel & Kamakura, 1998)

5. Decision
statement:

The decision statement is the followings.

A.
What things can be
done to energize new markets and create a more favorable attitude toward the
association?

B.
How can the new
customers be attracted and the existing can be retained?

(Sharma, 2013)

6. Identifying
research objectives:

The research objective includes the followings.

A.
Determine reasons
why families may choose to join or not join a “Swim Club”.

B.
Identify the
drawbacks of the swimming association that is affecting preference of the
customers.

7. Re-stating
research objective:

The research question is as follows.

.1.)
How do the type of facilities and pricing relate to family attitudes toward a
swim facility?

2.)
How can these drawbacks can be removed?

8. Developing
hypothesis:

The hypothesis can be developed as follows.

H1: Child friendly pool designs are positively related to
attitudes toward the facility.

H2: Flexible pricing policies are positively related to attitudes
toward the facility.

(Berfenfeldt, 2011)

Unit II:

1. Introduction:

The research is based on the fall in the sales of the Swimming
club. Therefore the questions in the research work along with the setting of
hypothesis are done for the purpose of findings on the same topic. The question
is important to recognize the reason behind the decline in the product life
cycle and identify methods to achieve extension or renewal in the product life
cycle which could help increase the sales. The research design is therefore to
conduct a survey on the customer trend, taste and preferences which are
affecting the sales of the swimming association. Proper literature review is
also stated to understand the present position of the firm and estimate future
prospects. However the major trends in the field will be to recognize the
customer trend that is followed in the market. The likes and dislikes therefore
will be identified and recorded so that the desirable outcome can be achieve
which could help in future decision making process for growth and development
of the firm in the long run. The literature review will be organized by
discussions on the product life cycle that the company is going through and the
marketing mix which could be used by the firm as a business tool for sustenance
of the business
(Patil, 2013).

2.Product life cycle:

The Swimming Association is actually passing from the maturity
state of the product life cycle wherein the declining is observed by the
organization. This can be understood by having a look at the following diagram.

Research Questionnaire  Introduction.png” alt=”http://3.bp.blogspot.com/-bxqk0YysdPg/UjFZR1EUtdI/AAAAAAAAABo/KCp5x3GX1kE/s1600/Product+Life+Cycle.png”>

Source:.bp.blogspot.com/-bxqk0YysdPg/UjFZR1EUtdI/AAAAAAAAABo/KCp5x3GX1kE/s1600/Product+Life+Cycle.png”>http://3.bp.blogspot.com/-bxqk0YysdPg/UjFZR1EUtdI/AAAAAAAAABo/KCp5x3GX1kE/s1600/Product+Life+Cycle.png

From the above diagram we can clearly see that a product firstly
enters the phase of introduction when it is offered first time in the market.
Later, if accepted the product sales enters growth phase and with the passage
of time reaches the level of maturity. At the maturity levels the product or
service meets its highest sales and hence after this point either the decline
or the extension or renewal is observed in the product life cycle. Similar is
the case with the swimming association which has reached the levels of maturity
and now it is observing the level of decline in sales
(Caniels & Gelderman, 2007).

3.Marketing Mix:

The Swimming
association therefore needs to review its marketing mix such that the firm
sustenance in the long run can be ascertained. The marketing mix is actually a
mixture of product, place, price and promotion. Therefore the correct
combination of all the factors could actually help the firm to regain its
business strength and customer base in the market.

Research Questionnaire  Introduction.jpg” alt=”http://thumbs.dreamstime.com/z/p-marketing-mix-business-concept-modern-style-layout-44377045.jpg”>

Source:.dreamstime.com/z/p-marketing-mix-business-concept-modern-style-layout-44377045.jpg”>http://thumbs.dreamstime.com/z/p-marketing-mix-business-concept-modern-style-layout-44377045.jpg

A.
Price:

The price
of the swimming service offered by the firm is higher than the customer
expectations. This is because of the reason that the newly built water park is
offering the similar kind of service at a very competitive price. This way the
firm needs to review its pricing strategy so that the new price can be set at
such a levels from where the adverse effects of competitive pricing can be
overcome.

B.
Product:

The
product that the company offers is homogenous. That is the company offers a
swimming service in its space which is a homogenous service that can be offered
by any other club or water park. Therefore the firm needs to bring in addition to
that service such that the customers can be tempted to buy the membership of
the firm. Also the additional benefits should provide the customers with more
benefits as compared to the benefits offered by competitors. These benefits may
include discounts, coupons, free package etc.
(Zafar, Zaheer, Rahman, & Rehman, 2011).

C.
Place:

The place
of the swimming pool has become old and needs renovation. Therefore the need is
to recondition and refurbish the whole area so that the customers can get
better experience from the use of the services offered by the swimming pool.
This may include the addition of new flooring, coloring walls with attractive
and trendy colors and making the area updated with the new age attractive
decorations. This way the place of the swimming pool needs to be reviewed.

D.
Promotion:

The
promotion of the swimming pool service can be advertising about the various
benefits that the customers could avail through the usage of the service
offered by the swimming pool. This way the customers will get to know about the
latest additions that are making the pool service better and enhanced than
earlier. The promotions will also bring into limelight the various benefits and
competitive advantage the swimming pool service offered by the firm has to
offer in addition
(Winer, 2001).

4.
Connecting
literature review with research:

This way
the literature review discussed above clearly connects with the decision
statements as to what things can be done to energize new markets and create a
more favorable attitude toward the association? Thus it is found out that the
cause of the present status of the swimming services by the firm which is the
product life cycle condition that it is passing through. Also it is now
understandable of various methods and modes that can be applied to bring to
answer the next decision statement which is how can the new customers be
attracted and the existing can be retained?

The
research objective is completely achieved through the literature review which
gives an in-depth knowledge of the present condition and analysis the situation
so that further research can be made on determining reasons why families may
choose to join or not join a “Swim Club”. Also it can help in identifying the
drawbacks of the swimming association that is affecting preference of the customers.-

The 4P
marketing helps in suggesting how do the type of facilities and pricing relate
to family attitudes toward a swim facility. Along with that the various
drawbacks can be identified and removed accordingly
(Berfenfeldt, 2011).

Unit III:

Attached
in excel files.

Unit IV:

1. Sampling
procedures:

The research objective is to identify the various flaws
that are affecting the sales of the Swimming club and identify methods to
remove them and help the business maintain its growth and sustenance in the
long run. This way the customer trend, thoughts and views, expectations,
preferences etc. will be calculated and different methods will be identified
that can be followed to get the desired outcome from the research(Eaton, 2012).

2. Description of the population:

The population will be the local people in the city. The
target population would include those people who use the swimming pool
services. The sampling frame will include following a sampling procedure which
is simple stratified sampling method where in the samples is selected at
random. Efforts will be made to select those people who are interested in
continuing purchase of swimming pool services. The rationale for choosing the
procedure is therefore to identify the thoughts, views, preferences and trends
of the customers from the new age ideal swimming pool club.

3. Identifying
different types of biases:

The different types of biases that may occur include
addition of the young people than older people. This is due to the fact that
the young people are open to questions. They happily answer questions and are
always ready to greet such activities. However the older people find this as
interference to their personal lives. However efforts will be made to greet and
meet them such that they firstly are made comfortable with my presence.

4. Connecting
sampling procedures with research:

This way the research will follow simple stratified
sampling method wherein the samples will be selected at random. Efforts will be
made to grasp the thoughts of young and old people using the swimming pool
services. The security of the responses will be done by safeguarding the data
entry in the computer system and ensuring that the personal information of the
respondents is not revealed at all. This way the research objective of getting
the knowledge of latest trends and identifying methods to attract more
customers for the firm can be achieved. Also the interview with the customers
could help in finding out the possible mistakes and flaws made by the firm
which can be removed and the customer coming trend can be upgraded(Pegg, Patterson, & Matsumoto, 2014).

Unit V:

1. Experimental
design of the proposal:

The basic experiment will be to assess the cause and
effect relationship based on the various research questions. That is the
research question is like what things can be done to energize new markets and
create a more favorable attitude toward the association? The answer to this
question is to identify the various drawbacks that are followed in the
management of the swimming pool which are affecting the sales of the firm. Also
the second question which is how the new customers canare attracted and the
existing can be retained? The answer to these questions can also be achieved by
getting to know about the customer trend, thoughts and views, preferences and
tastes etc. These way efforts will be made to get the answer to the followings.

A. Determine
reasons why families may choose to join or not join a “Swim Club”.

B. Identify
the drawbacks of the swimming association that is affecting preference of the
customers.

Also an effort will be made to identify possible method
through which the review of the type of facilities and pricing relate to family
attitudes toward a swim facility. The hypothesis therefore can be developed in
two cases. The first case is the development of the child friendly pool designs
are positively related to attitudes toward the facility. The second case is the
development of the flexible pricing policies is positively related to attitudes
toward the facility(GlobalMarketingToday, 2015).

2. Explaining
research design and experiment:

This way the research is a quasi-experiment design
wherein self-styled research objective and research questions are framed with
the view to get appropriate answer to the research questions. The hypothesis is
developed therefore to get the answer to the research questions through the use
of feedback that is taken from the people in local area.

3. Developing hypothesis
based on your research question:

The hypothesis therefore can be developed as follows.

H1: Child friendly pool designs are positively related to
attitudes toward the facility.

The child friendly pool isneeded to be designed so that
the positive attitude toward the facility can be identified. That is the safety
concerns of the customers can be delivered. This way the swimming club should
offer the young people with the maximum of safety precautions for the customers.

H2: Flexible pricing policies are positively related to
attitudes toward the facility.

The flexible pricing policies are needed to be developed
which positively relates to the attitude towards the facility. That is the
customer fined the pricing of the firm more competitive and fair enough to
entertain the customers. This way an improved and enhanced pricing policy is
required to be administered so that the customers find the services more cost
effective and high in features(Dutot, 2013).

4. Describing variables:

The independent variables in this case will be the
customer response. The blocking variables will be the questionnaires and
interview questions that directs towards the specific topic of research. The
dependent variable is research objectives and research hypothesis that are set
such that the answers to them can be achieved from the set questions that are
asked from the respondents. The extraneous variables are interview questions
based on the personal information of the respondents. These are extraneous
because the personal information of the respondents will be kept secret.
However the outcome will be only revealed without specifying any particular
person.

5. Validity:

The research will have valid as it will consist of
information collected directly from the potential customers of the firm. The
internal validity issues will be that specific directions will be taken to make
the questions more specific as per the research topic, objectives and testing
hypothesis. The external validity will be achieved by making an attempt to
grasp information from the people of different age group. However the trend of
the children, young and old will be studied and the appropriate representation
will be followed in the research(CDKdigitalmarketing.com, 2015).

6. Connecting
experimental design with research:

This way the research design will try to collect the
samples that will be selected at random. Efforts will be made to grasp the
thoughts of young and old people using the swimming pool services. The security
of the responses will be done by safeguarding the data entry in the computer
system and ensuring that the personal information of the respondents is not
revealed at all. This way the research objective of getting the knowledge of
latest trends and identifying methods to attract more customers for the firm
can be achieved. Also the interview with the customers could help in finding
out the possible mistakes and flaws made by the firm which can be removed and
the customer coming trend can be upgraded(Aseisdefimedia, 2015).

Unit VI:

1. Measurement
Scale:

The survey will be developed with the composite scale
score with the liker scale method. That is the highest priority will be given
point 7 (Completely satisfied) and the lowest priority will be given lowest
point of 1(Completely unsatisfied). This measure will be reliable enough to
measure the level and extent of satisfaction and expectations of the customers.
The validity will also be met as the information will be collected directly
from the customers. The sensitivity of the information will also be dealt by
only depicting the outcome and not revealing the personal information of the
respondents. The ethical dilemmas during the research process therefore will be
met with confidentiality of the personal information of the respondents. The
anonymity of the information will also be kept by keeping it safe in personal
computer. Efforts will be made to avoid any conflict of interest. The informed
consent will also be taken from the respondent before they give their reply.
The debriefing of the information will be done before starting the
questionnaire session so that the respondents are aware of the reason behind
research and get an idea of kind of questions that will be asked. Hence efforts
will be made to experiment on human subjects whose thoughts, preferences,
tastes, like and dislikes will be tested.

Unit VII:

1. Conclusion:

The survey will be done on 10 people who will question as
per the research topic. The data will be analyzed using the Microsoft excel
spread sheet which will help in calculating the final outcome. Later the
outcome will be displayed in attractive diagrams and graphs such that the
reader finds it easier to understand and impressive to look into. The research
problem is to find out the reason behind the fall in sales of the Swimming
club. The problem will therefore be recognized through the filling of questionnaire
which will consist of personal thoughts of the respondents. This way the firm
can be directed towards an approach that others sees but the firm was unable to
identify and apply earlier. The data will be coded using the excel sheet format
and the tools available in it. The editing will be done using the same. The
descriptive statistics that will use will be intended to give the reader a
clear, concise and attractive look at the research outcome. This way the
research will be made easier to understand and more practical to apply.

Bibliography

Aseisdefimedia. (2015). “The difference
between market intelligence, business intelligence and strategic
intelligence”.
Retrieved 05 11, 2015, from Youtube:
http://youtu.be/tvT1f6H7ADM

Berfenfeldt, J. (2011). Customer Relationship
Management.

Businesscasestudies.co.uk. (2015). Enterprise in
the Fast Lane.
Retrieved 08 29, 2015, from
http://businesscasestudies.co.uk/cmc-markets/enterprise-in-the-fast-lane/entrepreneurship.html

Buttle, F. (2004). Customer relationship
management.
Elsevier.

Caniels, M., & Gelderman, C. (2007). Power and
interdependence in buyer supplier relationships: A purchasing portfolio
approach. Industrial marketing management., 36(2), 219-229.

CDKdigitalmarketing.com. (2015). Solutions.
Retrieved 11 03, 2015, from http://www.cdkglobaldigitalmarketing.com/

Corta, J. W. (1993). TQM for sales and marketing
management.
McGraw-Hill.

Dutot, V. (2013). A new strategy for customer
engagement: How do french firms use social CRM? International Journal
Business Research
, 1913-2004.

Eaton, D. (2012, 11 06). Suzuki following Isuzu
out of U.S. market; Little Central Ohio impact
. Retrieved from
www.bizjournals.com:
http://www.bizjournals.com/columbus/blog/2012/11/suzuki-following-isuzu-out-of-us.html

GlobalMarketingToday. (2015). Global Marketing
Management
. Retrieved 05 31, 2015, from
https://globalmarketingtoday.wordpress.com/about/global-marketing-management/

Goldstein, D. (2007, 04 11). What is Customer
Segmentation
. Retrieved from www.mindofmarket.net: mindofmarketing.net

Haque, A., Tarofder, A. K., Rahman, S., &
Raquib, M. A. (2009). Electronic transaction of internet banking and its
perception of Malaysian online customers. African Journal of Business
Management Vol 3(6)
, 248-259.

Jayachandran, S. (2004). Marketing Management.
Excel Books India.

Kotler, P., & Gary, A. (2006). Principles of
Marketing.
New Jersey: Pearson Education Inc.

Ma, J., & Hagiwara, Y. (2012, 11 06). Suzuki
to Exit U.S. Car Market after almost three decades.
Retrieved from
www.bloomberg.com:
http://www.bloomberg.com/news/articles/2012-11-06/suzuki-pulls-out-of-u-s-car-market-after-almost-three-decades

Malhotra, N. K. (2002). Basic Marketing Research:
A Decision-Making Approach.
Upper Saddle River, New Jersey.: Prentice
Hall,.

Parihar, M. (2012). Social Media – The Frontier in
Customer Experience Management. NICOM, 30.

Patil, M. Y. (2013). Social Media and customer
relationship management. IOSR Journal of Business and Managemen

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