Reference no: EM133078923

BSBMKG408 Conduct market research - Training Masters

Assessment Task: Market research planning project & Market research report and presentation project

Task summary
For this assessment task you are required in the role of Administration/Marketing Officer of John's Gym to develop an initial briefing report about market research requirements.

Required
• John's Gym Workplace Information Policy and Procedures (Appendix 1)
• Briefing Report Template (Template 1)
• Market research report (Template 2)
• Printer
Carefully read the following:

John's Gym is a gymnasium located in a small country town in regional Victoria. The gym has approximately 200 members and around 30 casual users visit the gym each day.

The gym includes a small weights room that has 3 treadmills, several bikes, 2 step machines and 2 rowing machines. The gym offers a limited range of classes, including yoga, Pilates and stretch classes. Classes are held at 6 am from Monday to Friday and then again at 9.30 am and 4 pm. All classes run for one hour. There are two classes on a Saturday morning, at 8 am (palates) and 10 am (yoga) and another yoga class on Sunday from 10 am to 11 am.

The opening time of the gym is 6 am to 7 pm Monday to Friday, 8 am to 1 pm on Saturdays and on Sunday the gym is only open for the yoga class.

John's Gym's nearest competitor is located in another town about 15 kilometres away, in a larger town. That gym is larger and has a wider range of services, including a more extensive range of classes, childcare facilities and longer opening hours.

John, the owner of John's Gym, has asked you as the Administration and Marketing Officer at the gym to conduct some market research. Member numbers are dwindling and John thinks that many of the members have moved onto the gym 15 kilometres away. John is concerned that he isn't offering the kind of services his members want and doesn't know if his prices are competitive.

John wants you to find out about:
• general information about fitness trends and customer use of gymnasiums
• profile of customers most likely to use his services
• optimum pricing of services
• most cost-effective ways of promoting his gymnasium

• Identifying additional services that he might offer including types of classes, any additional equipment and additional services such as personal training and child care.

John has only a small budget for market research, so he would like you to source some general quantitative and qualitative information from free sources, identify the average prices of gymnasium membership in country areas and the services that are offered.

You are then to conduct a small survey of potential new members to identify their exercise habits and interest being a member of a gym.

John has identified that the survey must include a short statement regarding the purpose of the survey and a range of questions that require feedback on the person's interest or otherwise in fitness, their current gymnasium membership status and a range of questions to find out about what they are prepared to pay to use a gym and the services they expect, as well as some ideas on promotional activities he could conduct to increase membership.

Complete the following activities:

Part 1. Conduct initial desk research (Template 1)
The first part of this assessment requires to you develop a short briefing report for discussion at a meeting with John (your assessor), using the template provided by your assessor. The briefing report should be written in clear and concise English, be professionally presented, and follow the style guidelines in the Workplace Information Policy and Procedures.
Your report must address:
• Objectives for the market research as set out in the scenario above. You must identify at least two objectives.
• An outline of the research methods that you will use
• The sources of information that you will use to inform the market research including:
o General information on the fitness industry and fitness industry trends
o Demographic and psychographic profile for customers most likely to use the gym' s services.
o Review of pricing of gymnasium services.
o The range of services that can be offered by a gym
o Potential promotional opportunities.
o Relevant legislation, regulations, standards and codes.
Your briefing report will need to include all the sources of information you have identified so you should note down the web site address and titles and date of publications as applicable.

Part 2. Develop survey
With the information that you have collected from your online research, develop the proposed survey questionnaire to send with your briefing report. The survey must include a brief explanation for participants about the purpose of the survey and a minimum of 10 questions. You should ensure that the survey you develop is clear and simple so it is user friendly for all users regardless of their cultural background.
When you have completed all of the above activities, send your briefing report and survey to John (your assessor) for review and approve prior to the meeting. Your assessor will advise you of the date and time of the meeting.

(i) Once the date and time has been fixed, prepare for a role-play pretending you are developing the survey questioners in accordance with organisational procedures in line with agreed research methodology and your role-play partner will act as John.

Part 3. Conduct secondary market research

Conduct the detailed market research using the secondary sources you identified in your briefing report.

Using this data, analyse the information to provide a detailed analysis of fitness industry trends and opportunities, as well as the demographic and psychographic profile for customers most likely to use the gym' s services, optimum pricing for the gym's services based on a review of competitors pricing, the potential range of services that can be offered by a gym, as well as use of promotional opportunities. Check the quality of the data you review, including how current it as well as how reliable the source is.

Analyse all of the information and form conclusions for inclusion in your report. Comment on the quality of the data you have reviewed, including how current it is and the reliability of the source.

Part 4. Conduct the survey

Conduct and analyse the survey using the questionnaire you developed in Question 2 as follows:
• You will need to identify a minimum of 5 people (who can be your family or friends or fellow students) who are willing to complete your survey.
• The 5 people you choose to complete your survey should be both males and females and be from diverse age groups.
• You may conduct the survey by sending it via email or completing the survey through face to face contact. You should ask the respondents you have identified to complete the survey to provide you with the completed response within 3 days of receipt of the survey.
• When you receive the survey responses, you should use analyse and record the responses in an appropriate form, for example, a table that shows the name of the person and a summary of their overall responses. Remember that the personal details of the person may not appear in your presentation for privacy reasons. You may only note the gender and age of the respondent.
• During your analysis of the survey responses, you must also check the surveys to ensure that all responses have been completed and legible. You should include a statement ‘checked' and your signature and date on each survey.
• Scan all of the responses into a PDF document and save them in a folder as per filing requirements specified in John's Gym Workplace Information Policy and Procedures.

Part 5. Write market research report (Template 2)

When you have completed your market research, prepare a report for presentation at a meeting with your team (this will be your assessor and a number of your fellow students) outlining the results of your research. Your report must include graphics such as images, tables and charts and graphs to provide a visual representation of information.

Use the template provided to develop your report. The report should also follow the style guidelines in the Workplace Information Policy and Procedure.

Your market research report should include address the following:

• Your findings in relation to the data you have reviewed including the demographic and psychographic profile of target customers, pricing information, possible promotional activities and any other information that you have identified. You should present each part of this information in a chart, table or graph.
• The quality of the data you reviewed.
• The findings of your survey.
• Your recommendations for John's Gym for increasing the number of member and addressing pricing issues, promotional activities, target customers and additional services offered.

Part 6. Organise all of your work in suitable folders and provide a screen shot

The screen shot should show how you have organised the documents and the folders. You should review the John's Gym Workplace Information policy and procedure to guide you with this task.

Attachment:- Conduct market research.rar