Market Research Programs at Castle Bingo Company - Case Study Example

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BATCHELORS DEGREE ASSIGNMENT SPECIFICATION P number: Programme: BA Business Portfolio Module: Information for Decision MakingModule Level (4, 5, 6): 5 Module code: M2X9057 Contribution to Overall Module Assessment (%): 50% Lecturer: Will Fleming Internal Verifier: Jayne Williams Assignment Title: Castle Bingo Assignment No (x of x): 2 of 2 Hand Out Date: February 2013 Submission deadline: 14thMay 2013 Table of Contents Executive summary----------------------------------------------------------------------------2.0 Introduction---------------------------------------------------------------------------------------4.0 i) Table 1 Sampling Method------------------------------------------4.0 ii) Table 2 Sampling Figures ----------------------------------------5.0 Main findings--------------------------------------------------------------------------------------6.0 i) Detailed objectives----------------------------------------------------------7.0 ii) Knowledge demonstration------------------------------------------------7.0 iii) Technique for collecting-----------------------------------------------------8.0 Conclusion------------------------------------------------------------------------------------------10.0 Recommendation----------------------------------------------------------------------------------11.0 Bibliography---------------------------------------------------------------------------------------13.0 Appendices----------------------------------------------------------------------------------------13.0 Castle Bingo Executive Summary The research’s finding is that there are many significant supports from each community have a concern on modernization of the active leisure of Castle Bingo and to improve the parks and open more spaces for advancements. There is a significant support for the use of council budgets to support the castle leisure services and strong and effective support for all the small increases in council tax to cater for the improved services especially for games. There seems to be general opinions for the current technology and community services about the Castle Bingo which has been an existing company based in Cardiff office for many years. The concern is on the two types of the customer that is off line based on attending clubs and on line gamers based on internet and their web sites. The findings from the research are that Castle Bingo online web site concentrates on the information based on the club information. The current location for the main club is favored mostly especially on the by the focusing groups but their experience is expected towards the current location of the sites for the new facilities. The main concern is that the offline and online castle leisure is to focus on the effective marketing research program. Clearly, there is a feeling of the focus group members that the current contract of leisure in problem. This is perceived from the work against all the sports for all the members and the promotion including the management which is mostly concerned with the targeting group. Improving the quality of the on going centers in better location would encourage the current users on the improvement on effective marketing programs though these issues would be addressed in the management teams. Most of the people urge that the council should use its funding including the tax from the councils to provide sports and other services in order to make the marketing research effective and efficiency. The decisions of the managers in Castle Bingo are based on the benefits of the company as a whole but not on the side of the individuals. Introduction Castle leisure researches interviewed a representative samples targeting 1000 people from the city using an agreed questionnaire. The studies were concerned with 10 locations for researcher where by the sample sizes were formulated: Sample size: this includes the sample social demographics of the data according to their ages and sex. Sample size Male and females Total 1020 15-24 Spalding 850 25-30 Long Sutton 600 30-45 Donning ton 350 45-60 In each location the people were asked questions inform of questionnaire and interviews. The following analysis reefers to the total sample of 1020 including the sub groups of the sample based on the location of the interview, age and sex. This usually means that concern is on the basis of justifying the analysis of at least 50 though the samples sometimes might be smaller drawing the attention of the relevant information. Sample: Both female and males Total 1020 Spalding 850 Long Sutton 600 donning ton 350 Online 50% 56% 57% 50% Offline 40% 41% 40% 39% The sample is based on the research principles equivalent to those used in the other sports meaning that the decision can be made on the data within the whole sample of 50% which gives the correct answer which can be sure of getting 96% of the whole samples. The study which comes in mind of the researchers is the techniques on how to conduct marketing research programs for this study in order to have an effective market research report. Secondly, is the basic step in following the order in sequence way in order to complete the project? In Castle Bingo online club, effective marketing research program starts with a problem faced by the management staffs. Here, the problem has to be formulated and understood very clearly about the cause and solutions found in solving problems. In this case, the management problem is translated in to the research problem whereby, they are analyzed and monitored step by step on the basis research in finding the solution of the problem. A good example of the management problem in this case of Castle Bingo online is in the part of sales whether they are growing in the business or they are declining (Smith 2012). The potential customers have to determine the rise and fall of the business and this will be translated to research problem as the key factor in marketing research program. Effectiveness of market research program is based on the research and marketing analytics whereby the researchers are supposed to carry out the information especially in communication through the marketing research which helps in obtaining information direct from the target groups (Trochim 2012). This is done through a specific tool which is used in following a right channel of communication systems. For example, some of the companies like Castle Bingo use social media communication and web communication to provide the general ideas from various sources and give out to the public audiences. Main Findings Findings include opinions on the information found from the Castle Bingo which consists of the accurate description of the research process concerning marketing programs. The results and conclusion of the marketing research are the key factors in providing the effectiveness on the research in marketing programs (Trochim 2012). The report is based on the provision of information which the decision maker is concerned with and needs of understanding the project. Castle Leisure Company limited operates the clubs in the United Kingdom with its activities including Bingo Clubs and providing meals, salad items, sandwiches ices creams among others. Again, the operating clubs offer alcoholic and non alcoholic refreshments. The findings concerning the report of the company are based on Communications and good strategy which are responsible and vital very for gathering information, analyzing and interpreting results of the research. The report on the findings shows that the experts in research specialists gets a lot of professional industries and acquire the specific advice which helps in solving the business needs and guides through the research services required in business (Riley 2012). Marketing communication is the primary purpose in marketing research program strategy which helps in making analytics process in evaluating and monitoring the activities undertaken by people in the business. Findings outline that, the main areas of focus in Castle Bingo lies on communication by evaluating the effectiveness of its primary process through the processes on the basis like social media and performance analysis. Media monitoring and reporting in marketing research is included in communication where the utilization of a professional media monitoring systems analyses the progress and reports about the implementation of work thus showing the results of effectiveness in the market research program (Weinreich 2012). The detailed Objectives of the Marketing Research The detailed objectives of the marketing research on Castle Bingo trading are carried out on the extensive research in all types of the fundraising activities involved in marketing research programs. The teams in castle bingo tend to organize the activities like operating Bingo Clubs and which provide meals and ice creams among others. The aim and objective is to operate a report on planning, organizing and evaluation of the effectiveness on marketing research programs by creating awareness among the groups of people in the work that carries the activities in Castle Bingo trading company. On the same, another objective is to develop the communication, planning and organizational skills in the Castle Bingo company. The initial success is aimed on the objectives designed for the development of the organization in marketing programs and plans by enforcing the members redirect in to the purpose of building the clubs which offers the Modern Bingo players for comfortable seating. This is more recognized in the catering departments which have the most high technology than the other departments (Krishnan 2010). The aspects of this business in comparison marketing research programs are looked at the part of operations which has limited systems that helps a lot in management plans and considerations in decision making process. Knowledge Demonstration of Sampling Process The knowledge of the sampling process and the differences between the profitability and non probability sample is based on the research methods for the effectiveness of the work in the marketing programs. In this case, the difference between non probability and probability sampling is that non probability does not require random selection while on the hand it is a requirement to use random selecting (Good Man 2010). Generally, Castle Bingo trading company requires probability random sampling methods more than the non probability because of the consideration which is more effective and accurate. Most of the sampling approaches tend to be more purposeful in nature because they approach the specific plans with its own solving problem. The knowledge in sampling methods according to Castle Bingo trading goes under many categories of convenience sampling. For example interviews conducted mostly on media news programs are termed to be faster but they are non representative, meaning that they all have public opinion (Riley 2012). The challenge with all the types of samples is that they do not produce clear evidence and good research on representing the interest part of the population. In statistics, the method used in sampling mostly gives out the values in distribution thus giving out the public opinions like undertaking interviews and questionnaires. Castle Bingo marketing research is based on the company hence it really examines the entire population which is be more practical to use the samples in order to get the correct sample selection and also to capture the correct sample size (Giddiness 2012). The non- probability sampling is based on the area of the judgment according to the investigator who is more convenient to get the samples. The probability method is generally practiced on the random sampling by touching each and every one in the larger population. Technique for Collecting Quantitative or Qualitative Data The technique used for collecting quantitative and qualitative data is focused on the groups and interviews in marketing research programs (Shay 2010). The difference between the secondary and primary research is brought up in to consideration by different methods of sources of information in market research programs based in Castle Bingo trading company. Quantitative and qualitative are the two main approaches used in this market research programs that assist in making the companies decision on the part of data collection in research. In qualitative approach, marketing research is planned on the attitude, beliefs, intentions and opinions where the researchers has to emphasize on the questions like why are the customers so irregular. What would be the alternative? Castle Bingo Company in its effectiveness to market research programs in relation to qualitative approach aims to understand why the customers behave in certain ways or how they respond to new products in marketing organizations (Merriam 2010). The kind of the data is often necessary and useful but is always expensive and wastes a lot of time in collecting the information especially when commencing a business for first time. On the hand, quantitative research is based on the larger samples and most of the time tends to be statistically valid because of many questions which are supposed to be addressed (Linda 2012). For example, when will the rate of products be effective? The results of the quantitative methods are generally presented in form of numerals like 45% of the customers use internet services for transactions and trade in their goods. The method of obtaining quantitative data is always in from of surveys for example, telephones (Lincoln 2011). Integrating the qualitative and quantitative method helps to come up with ways on how to deal with the development of the effectiveness in marketing research programs (Larsen 2010). Quantitative approach in research uses the methods acquired from the physical demonstration of the necessary techniques and methods which are selected randomly from the population studies. This assists in so many techniques used research marketing programs (Nelson 2010). Conclusion From the two maim clubs, castle bingo online and offline; people experienced the significant transformation concerning the whole trading company. It very effective and efficient to use aspects of this business in comparison to marketing research programs which are looked at the part of operations which has limited systems that helps a lot in management plans and considerations in decision making process. Recommendation The response to Castle Bingo to the consultations on effective marketing has been very positive and people clearly wish to get involved in areas of decision making for effective planning on market research programs. It is necessary considerable in building sources on this business as an area of concern because it will help not only for the next stage but also in future for the best of customer views. Bibliography Anderson A R., 2010, Marketing Changes, Jossye Bass Publishers, San Francisco. Bidya Shankar Shay, 2010. Promoting Sustainable Development, Jones & Ballet Learning, United States of America. Conley Gleeson Nelson, 2010, Research Marketing Quantitative Data Collection Retrieved on September 2012 http://nielsen.com/us/en.html?vgnextoid=10097f5e82854010VgnVCM100000880a260aRCRD Denzin N. Lincoln 2011, Qualitative Research. Sage Publications, Thousand Oaks. Eleanor Kelly 2010, Provision of New Leisure Facility, Jossye- Bass Publishers, London. Franklin Giddiness, 2012, Understanding Research Coping With the Qualitative and Quantitative, Sage Publishers, New York. Gerald Linda 2012, Guerrilla Marketing Research, Kogan Page Limited, London. Jones & Grove, S. Robert Burns 2011, Understanding Research (5th Ed),  Sage Publications, Elsevier. Jim Riley, 2012, Market Research; Qualitative and Quantitative, Sage Publishers, New York. Lorraine A. Marshall, 2010, Study Skills Guide, French Forest, N.S.W, London. Michael Larsen, 2010, Proposal Writing Guide, Sage Publications, United States of America. Mark griffins, 2012, The Psychology of Online and Offline Bingo, Jossye –Bass Publishers, San Francisco. Nedra Kline Weinreich, 2012, Integrating Quantitative and Qualitative Methods in Social Marketing, Jossye –Bass Publishers, San Francisco. Ramu Krishnan, 2010, Nature and Scope of Marketing, George T. Hoffman, United States. Sharan B. Merriam, 2010, Method and Practice in Qualitative Research, John Wily & Sons Publishers, United States of America. Sadler, P & Craig, J. C, 2010. Strategic management, Kogan Page Publishers, London. Stickler A. MC Leroy KR Good Man 2010, Integrating Qualitative and Quantitative Methods, Jossye –Bass Publishers, San Francisco. Scott Smith, 2012, Marketing Research Process, Jossye- Bass Publishers, San Francisco. William M K.Trochim, 2012, Research Method Knowledge Base, Sage Publications, Thousand Oaks. Appendices Appendix 1 Table of the sample size which shows the details of the sample social demographic, this report looks at the data by the age and sex, where the samples are as follows Sample size Male and females Total 1020 15-24 Spalding 850 25-30 Long Sutton 600 30-45 Donning ton 350 45-60 Appendix 2 Monitoring and evaluation based on the sampling data used in social demographic. Appropriate measures implemented on all the activities involved in castle bingo leisure to improve on the effectiveness of the market research programs. Appendix 3 Quantitative and Qualitative They are the two main approaches used in this market research programs that assist in making the companies decision on the part of data collection in research. In qualitative approach, marketing research is planned on the attitude, beliefs, intentions and opinions where the researchers has to emphasize on the questions like why are the customers so irregular. Read More