Read the Chapter Case Study “Swim, Lift, Play—but also donate: Using marketing research to

redefine the YMCA” from Chapter 10 “Marketing Research” Page: - 323 given in your

textbook/E-book – “Marketing” (7th ed) by Dhruv. Grewal and Michael Levy (2020) and
answer the following Questions:

Assignment Question(s):

1.What kinds of market research has the Y conducted? Explain. (1 Mark)

2.Which questions has the Y sought to answer with each different type of market research it has
conducted? (1Mark)

3.Who are the main stakeholders that the Y is attempting to reach with the information it has
gained through its market research? (1 Mark)

4.Are there other types of market research that the Y could conduct in the future to answer other
important questions? Give some examples of both the questions it still faces and the research
methods it could use to answer them. (2 Marks)

Notes: 

-Answer the questions based on the concepts discussed in the Chapters.

-Your answers MUST include at least 2 outside references (other than the textbook) using a
proper referencing style (APA).

-Using references from SDL will be highly valued.

ANSWERS

ANSWER 1

Y has led Quantitative, Applied, and Qualitative exploration methods which are huge strategies

for anticipating data and offering a trustworthy reason for assessing the data to empower sane

navigation. Study to decide political, social, and financial patterns inside the outside condition

which might influence a particular community or duplicate review or the advertising study are

the ideal instances of applied examination or study. Subjective review or examination comprises

of the enthusiastic viewpoint which is elusive and covers what individuals think, feel and do

while quantitative is a substantial investigation of how a few people feel, think and act in a

particular way. Subjective examination or study to be useful requires offering profundity and

detail for a particular conduct, necessities to support conversation, and is versatile enough to take

into consideration flexibility inside the inquiry and information. (O’Malley, 2002) The major and

boss advantages are that example sizes are to a great extent little and it very well might be basic

to sum up as everyone might offer covered data sources and the norm of the appropriate

responses may not be amazingly reliable as subjective data is consistently powerless against

sway.

ANSWER 2

For quantitative examination, the neighborhood, just as public substances of Y, likewise need to

attempt to recognize which cost focuses or finishes will dazzle the most people. (O’Malley,
2002) Such Boston's arm referred to a considerable market concentrate on that showed that on

the off chance that it cut local area installment 10%, it could hold onto 11,000 new people. The

review got it somewhat off-base, in any case; after it limited the installment, the local area rolls

were enlarged by extra than 19,000 end clients. (Duggins et al, 2010) For subjective

examination, the public firm likewise thought about its objective to offer families resources that

they needed to build up self-assurance, just as confidence thus set up gatherings – self-evident,

yet the market concentrate on demonstrated that these ideas were not pervasive between people

who may use or take part to their territorial firms. Lastly applied exploration additionally has

informed which programs the Y has fostered its essential fixation for the not so distant future. To

work with this program, the Y additionally dispatched its underlying state showcasing exertion,

in which one broadcast ad features the few after-school and dinner drives accessible for grown-

ups. In addition, it additionally finishes with a reasonable or succinct call for commitments to

work with such projects and drives.

ANSWER 3

The communities who are imminent people will benefit and acquire advantage from the broad

drives organized for youth and kids, and furthermore the givers for the firm who help offer

resources and assets for directing the undertakings, exercises, and occasions for upgrade of the

norm of life of oppressed and offering the capable with errands to obtain accomplishment by

exhibiting their gifts and offering reasonable or suitable administrations to the have the nots.

They are attempting to draw in more individuals who can possibly put and give in their

exercises. They need individuals to know about their reality in chartable business and might want

to acquire beneficent gifts. They put together the mission to draw in the clients from lower
foundation with upper in a manner to function as a NGO. Their partners incorporate the new

forthcoming clients, business financial backers, donators and existing individuals.

ANSWER 4

The inquiries experienced by the public firm are concerning the overall assessment of people

with respect to the firm and the exactness of their data and assessment of the Y. It likewise looks

to improve or energize bigger gifts from the local area through advancing attention to its

altruistic assignments, and exercises close by. It requires utilizing expressive review to have the

option to gauge precisely the assessment people have and empower it to change its perceptual

picture locally likewise. (Duggins et al, 2010) Also, it requires utilizing scientific review to get

bigger gifts by deciding with the assistance of logical review the interest group just as design a

specific arrangement or procedure dependent on such assessment for coordinating with the

benefactor to the advantaged altruistic movement and occasion to be led. They have addressed

what are they doing right now yet how are they going to do is to some degree still indistinct.

They need to reply and involved the public straightforwardly through publicizing and up close

and personal cooperation and crusade and clarify their business thoughts and where are different

regions they will utilize the gifts and how might they get by. (Grewal &Levy, 2019) Financial

backers would be drawn in if they will show their consistence strategy and uprightness.

References
O’Malley, L. (2002). Book Review: Qualitative Marketing Research. Qualitative Research, 2(1),

123–125. https://doi.org/10.1177/1468794102002001642

Duggins, M., Cherven, P., Carrithers, J., Messamore, J., & Harvey, A. (2010). Impact of Family

YMCA Membership on Childhood Obesity: A Randomized Controlled Effectiveness

Trial. The Journal of the American Board of Family Medicine, 23(3), 323–333.

https://doi.org/10.3122/jabfm.2010.03.080266

Grewal, D., & Levy, M. (2019). Marketing (7th ed.). McGraw-Hill Education.