Tasks:
The purpose of the current study was to understand factors that might affect members’ continual renewal of their membership. The intent is that such understandings will help business managers at Virgin Active stay sensitive to members’ needs and therefore tailor programs to fit their members.
Provide justifications on adopting either a qualitative or quantitative research to understand member needs by comparing and contrasting the applications and limitations of both approaches. Your answer should include examples of marketing situations of both qualitative and quantitative approach. (~1000 words)
Given the benefits of both qualitative and quantitative approaches, the management
of Virgin Active has asked you to design a 2-stage research study on members’
needs: 1) A Focus Group Study and 2) A Questionnaire Survey. The results obtained
will be submitted as a report to uncover the factors that motivate members’
continual membership for the club.
1) Focus Group Study – As a facilitator of the focus group, explain how you
would go about planning and conducting the focus group. The factors
identified during the focus group will be used to develop the questionnaire
for the next phase. A maximum of ten themes is expected from the focus
group discussion. (~800 words)
2) Questionnaire Survey – In the second stage, propose how you would go about
selecting respondents for your study. (~800 words)
Virgin Active intends to operate an online site for premium members to book their
preferred classes. Members who book their classes online can select their trainers
that offer better-personalised coaching. In addition, customers who book their
classes online will receive regular updates on the specialized fitness sessions from
renown coaches. Provide suggestions as for how Virgin Active could make use of
this information. Your answer should include limitations for using this information
for decision making. (~400words)
Learning Outcomes Assessed:
1. Develop and design research to address a given business scenario
2. Compare the advantages and disadvantages of qualitative and quantitative
research techniques
3. Explain the differences between probability and non-probability sampling
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