Marketing Research Design

A Case Study of Gecko Rock

Climbing Centre

Contents
Management Decision Problem Question.............................................................................................2
Rationale for Management Decision Problem...................................................................................2
Marketing Research Question (MRQ)....................................................................................................3
Rationale for Marketing Research Question......................................................................................3
Research Objectives..........................................................................................................................4
Research Methodology..........................................................................................................................4
Selected Quantitative Method..........................................................................................................6
Questionnaire Survey Application.................................................................................................6
Sampling and Data Collection for Survey.......................................................................................7
Selected Qualitative Method.................................................................................................................8
Focus Group Application....................................................................................................................8
Sample of Data Collection Tool..............................................................................................................9
Customer Feedback Collection Survey...............................................................................................9
Our Ethics statement.........................................................................................................................9
Research Limitations...........................................................................................................................10
Part B...................................................................................................................................................12
Independent Samples Test..................................................................................................................12
ANOVA.................................................................................................................................................12
Correlation Matrix...............................................................................................................................13
Management Decision Problem Question
William Gordon has a difficult management choice challenge with the competition he faces

from a new player known as The Natural High in the rock-climbing facility located in his

region of operations known as "The Queensland." Because of this, the question that has to

be asked about the issue may be phrased as follows: "What should be done in terms of the

service packages supplied by Gecko Rock Climbing Centre to guarantee that they do not lose

consumers to the competition?"

Rationale for Management Decision Problem

When there is just one player in an industry, both businesses and the people who work for

them lose their desire for expansion (Twomey & Neuhoff, 2010). The Gecko Rock Climbing

Centre, which is run by William Gordon, a former athlete, has already reaped the

advantages of its presence in the market for three years, namely in terms of the fact that

there is no other competition in the same location. There was no substantial requirement

for customer retention techniques prior to the establishment of "The Natural High," which

seeks to start a business with competitive goods and services to provide in the future six

months for the people of Queensland. However, since there is competition in the market, it

is necessary to understand the procedures that need to be made to both attract and keep

customers.

Gecko Rock Climbing Centre has to have a more in-depth understanding of its customers

and the shifting tendencies of the industry in order to compete effectively against new

entrants in the market. In order to estimate the projected level of client retention and to

ascertain the modifications that will be made to the present settings and services, it is

necessary to do marketing research on the existing market. The Gecko Rock Climbing Centre

offers a very specific range of services, but their current yearly membership fee is much
more than what is offered at The Natural High, making them less of a competitive option.

The conversation with a marketing expert, who was not a member of the team but one of

the consumers, revealed that Extreme Exposure had never gathered feedback and

evaluations from their current clientele. According to Lopez et al. (2011), a company may

compete and establish a competitive advantage by upgrading or developing currently

existing services, expanding target markets, and by providing pricing that is competitive with

those of other businesses. In light of all of this knowledge, the management decision issue

question that was asked is very appropriate.

Marketing Research Question (MRQ)

In light of the present state of the market for the Gecko Rock Climbing Centre, it is

reasonable to assume that it is necessary to carry out an analysis of the level of satisfaction

experienced by customers. In a similar vein, another component that has to be evaluated is

the newly developing trends in the industry as well as the expectations of the consumers.

As a result, the marketing question for this study is concerned with the current

developments in the climbing industry as well as the reactions of both current and future

customers of Gecko Rock Climbing Centre.

MRQ - What is the present level of customer happiness, and what criteria are most
relevant in determining the decision-making behaviours these customers will exhibit in the
future?

Rationale for Marketing Research Question

According to what Bryman and Bell (2015) have proposed, one strategy for retaining current

consumers is to provide value to the services that they are already receiving. Due to the fact

that they dominate the industry, Gecko Rock Climbing Centre's already established clientele

were not considered when marketing and commercial choices were made. It is essential for
maintaining current clients and developing new ones to ensure that they are happy with the

services that are being provided (Hawkins, Best and Coney, 2010). According to Hawkins,

Best, and Coney (2010), pleased clients stick with a brand even in difficult economic

situations, even if this requires them to periodically compromise on the product's quality.

When formulating plans to compete, a business that has loyal clients has an advantage that

may be successfully used. Establishing relationships that are more engaging and interactive

with clients is necessary for a company to achieve a position of trust with its clientele

(Jaakkola & Alexander, 2014). The goal of the market research that is being conducted is to

get consumer input, to assess the services and products that are anticipated or needed, and

to develop an understanding of the future decision-making behaviours of current

customers. The findings of the study are going to be a source of help for Gecko Rock

Climbing Centre as they make decisions on competitive tactics. Since the research topic is

only focused on the consumers, the answers are going to have a direct impact on how

customer relations are managed as well as how decisions are made about the competition.

Research Objectives
In light of the research questions that were presented earlier and the information that was

provided in the case study, the following research goals have been determined:

 To determine the degree to which customers are happy with the Gecko Rock

Climbing Centre in terms of both the prices and the services they get.

 In order to evaluate the prospective behaviours of customers and their expectations

about the Gecko Rock Climbing Centre.

Research Methodology
The objective of the research questions that have been formulated for the purpose of

analysing the market situation at Gecko Rock Climbing Centre is to investigate the
behaviours of customers and the typical reactions they have in response to the impending

market condition. According to Zikmund et al. (2013), an individual's behaviours and the

linkages between their experiences and the behaviours that are the direct outcome of those

experiences may be investigated more effectively using a qualitative method. Methods of

quantitative research are used in order to determine the precise importance of the

correlations and to get unique outcomes for hypotheses (Chen & Chen, 2010).

When the goals and anticipated essential results of this study are taken into consideration, it

is possible to arrive at the conclusion that this research has to be carried out using both the

qualitative and quantitative research paradigms. A quantitative research implementation is

required since there is a pressing requirement to measure the precise replies of customers

about the amount of pleasure they experience in consideration of the projected value

additions supplied by "The Natural High." On the other hand, doing a qualitative study of

consumer sentiment is necessary in order to carry out customer behaviour research, which

investigates customer patterns of behaviour. Therefore, the goals of this market research

can only be fulfilled to a satisfactory level via the use of a combinational research study.

Iteratively completing the procedure is the strategy that has been recommended for this

particular market. First, the parameters are to be set, then questionnaires are to be made

and printed, then client answers are to be gathered within a certain amount of time, and

last, the accumulated data is to be statistically analysed, following which facts and figures

are to be generated. After that, these facts and ideas are put to use in the process of

developing the discussion topics for the focus group. Finally, the company will have client

feedback as well as the thoughts and recommendations of industry professionals for use in

making future decisions, thanks to the surveys and the focus group discussion, respectively.
Selected Quantitative Method
A precise and reliable measurement of the characteristics of interest is guaranteed by the

quantitative research approach (Bryman & Bell, 2015). The findings provide a tangible

description of the parameters that were examined, and they may be reproduced. According

to Williams and Naumann (2011), an accurate assessment of the level of customer

satisfaction has to be precise and may be determined using thorough quantitative

measurements.

It is advised that a systematic survey be conducted at the Gecko Rock Climbing Centre using

questions that are printed out. Structured surveys guarantee that respondents will not

submit responses that are beyond the subject of the inquiry (Fowler, 2013). Another

important feature of questionnaire surveys is the flexibility they provide with regard to the

passage of time; for example, the questionnaire may be given to the customers, and they

can bring their replies on their subsequent visit. In terms of their time and space

commitments, respondents are not subject to any pressure or duties when they fill out

printed surveys. This makes it easier and more encouraging for the responders, which

results in replies that are often more correct, as opposed to merely being random selections

(Williams & Naumann, 2011).

Questionnaire Survey Application

The survey yields data that are both accurate and efficient with regard to the hypotheses

and parameters that were intended.

No particular hypotheses have been developed for the purpose of this study; nevertheless,

the questions that will be asked will be designed to determine the level of customer

satisfaction with regard to the services that are provided as well as the prices that are

charged for those services.

As can be seen from the example provided, the cost of an annual membership at the new

business is much lower than that of the Gecko Rock Climbing Centre. The customer

satisfaction survey will include both open-ended and closed-ended questions, and it will ask

respondents which aspects of a climbing centre are most important to them when making

decisions, as well as what they would do if another facility offered comparable services at

lower pricing.

In order to get the highest number of replies possible, surveys are often accompanied by

some kind of incentive; this encourages the respondents to participate and reply

appropriately (Jaakkola & Alexander, 2014).

Data collected from clients will be analysed statistically in order to extract useful

information. The results of statistical analysis may give important insights into the

dependencies, relationships, and variances in the data (Sekaran & Bougie, 2016). These

inferences may be used for future planning and decision-making, as well as a foundation for

more investigation (Fowler, 2013). The findings of the survey conducted by Gecko Rock

Climbing Centre will be employed for the purpose of providing mentorship points to focus

groups.

Sampling and Data Collection for Survey

According to Lone, Tailor, and Verma (2017), random sampling is the best strategy for

estimating the population mean in any study. One of the advantages of random sampling is

that it allows researchers to get a clear picture of the attitudes and behaviours (in other

words reactions) of a certain group. A study by Dura and Nita (2009) indicated that random

sampling was an effective tool for studying the behaviour of big populations. In order to

determine the present level of customer satisfaction and what adjustments or

improvements they would want to see in the Gecko Rock Climbing Centre in the future,

random sampling is the best way to accomplish the study goals. The findings from random

sampling will be more comprehensive and valuable for translating into new packages since it

will give insights into the consumer behaviour of all the key segments of the target market.

Selected Qualitative Method

According to Bryman and Bell (2015), qualitative research places a greater emphasis on the

responses of the people being studied than quantitative research does. As a result,

qualitative approaches are more narrowly concentrated and dependent on the participants

in terms of the results and the flow of activities. This respondent-dependent advancement

makes it possible for qualitative methodologies to bring forth the most accurate human

replies (Sekaran and Bougie (2016) and Chen and Chen (2010)). This study needs to know

exactly how consumers feel about The Natural High's newest, improved, and lower-priced

products and services.

A focus group research is recommended for analysing consumer behaviour and views of a

new business launching in the area. A focus group study is a facilitated brainstorming

session in which the participants are supervised and encouraged to express their ideas. The

members of this group are specialists in their field and have been carefully chosen to reflect

the many facets of the problem (Zikmund et al., 2013).

When it comes to the structure of the replies and the order in which they are discussed,

there is no restriction. It is the mentor's job to start the conversation, cover all of the

supplied subjects, decide on the content constraints, and govern the size of the discussion.

In order to achieve a whole picture, the group members might come from various

backgrounds.
Focus Group Application
To achieve the goal of "assessing future consumer behaviours and expectations from

Gecko Rock Climbing Centre," this study will use focus groups. The emphasis of the talk will

be on consumer behaviour after the arrival of a competitor into the market. The Gecko Rock

Climbing Centre's customers' needs and expectations will be examined as well. Currently

available services are rudimentary and have seen no advancement in the previous

three years.

The most critical aspects of marketing to be re-examined are services and costs.

Concentrate group discussions will focus on two main topics: consumer behaviour

assessment and how to transform the present marketing mix and build a long-term

competitive advantage.

Sample of Data Collection Tool

Use a 5-point Likert scale in the questionnaire to provide respondents more alternatives for

expressing their satisfaction with Gecko Rock Climbing Centre’s service levels. The following

are some example questions from the questionnaire that will be used:

Customer Feedback Collection Survey

Putting the client first is one of our core values here at Gecko Rock Climbing Centre. So that

we can better serve you, we'd appreciate your feedback on our services by having you take

part in this short survey about your experience with us so far.

Thank you very much for your time and consideration!

Our Ethics statement

Please be open and honest with us, and know that any information you provide us will be

kept private and confidential. Additionally, you have complete discretion over whether or
not to answer any of the survey's questions. You will have access to the results of the survey

if you request it, and your answers will only be used to enhance our services.

Please score on a scale of 1-5, where 1 = “Not satisfied” and 5 = “Very Satisfied”

1. How satisfied are you with the service you've received?

1 2 3 4 5

2. How effective are we at providing the services we promise?

1 2 3 4 5

3. How do you feel about our ability to spread the word about new deals and packages?

1 2 3 4 5

4. How satisfied are you with the response time for your inquiries?

1 2 3 4 5

5. How satisfied are you with the quality of the responses that were provided to your

questions and concerns?

1 2 3 4 5

6. How pleased are you with our staff's responsiveness?

1 2 3 4 5

7. In terms of cost-effectiveness, how happy are you with the packages we have to offer?
 1 2 3 4 5

Research Limitations
As a cross-sectional study, the data acquired from this research is limited to the present

status of the clients and their satisfaction level. A long-term study might have helped to

better understand how consumers' perceptions of the patterns altered over time. In

addition, this study will be done only through electronic means of communication. There are

many persons who may not know how to do an online survey that might be left out of the

sample, resulting in inaccurate findings. To address these constraints, more research and

market surveys might be used to validate the findings of the study.

Part B
Independent Samples Test

Item Item Sig. (2-

number tailed)
1 Unit materials - learning .017

2 Unit materials - knowledge and skills .039

3 Teaching methods - help to learn .032

9 Feedback from students used .032

Equal variances assumed

18 Teaching staff - developing knowledge, understanding and skills .016

ANOVA
Item Item Year Sig figure
number

1 Unit materials - learning 2018-2019 .000

2018-2021 .017
2019-2021 .021
2 Unit materials – knowledge and skills 2018-2019 .000
2018-2021 .024
2019-2021 .009
3 Teaching methods – help to learn 2018-2019 .000
2018-2020 .009
2019-2021 .003
4 Topic and content 2018-2019 .000
2019-2021 .002
5 Assessment tasks 2018-2019 .000
2018-2020 .002
2020-2021 .005
6 Guidelines and criteria 2018-2019 .000
2019-2021 .000
11 Teaching staff - understanding expectations 2018-2019 .005
2018-2021 .019
Correlation Matrix

Item Significance Correlation coefficient

Teaching staff-friendly, enthusiastic, helpful .000 .624

Teaching staff-genuine interest .000 .535

Teaching staff-feedback .000 .526

Teaching staff-developing knowledge, .000 .605

understanding and skills

Teaching, leaning and assessment tasks used to .000 .654

help students learn
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