canterbury assignment

Market Research Proposal

Canterbury Travels

Prepared by: 6A Consulting Group

Executive SummaryCanterbury Travels commenced its operations 2 months back, in Hometown, located in North Central US, residing a population of 50000. There were 2 competitors during its market entry- Holiday travels and Leisure Tours, which had a strong foothold in the market. Owner Roxanne Freeman wants to know more about the business Hometown offers and also the effectiveness of her advertising by measuring the awareness level about Canterbury Travels. So she needs to conduct a survey to measure these dimensions, which would affect the way Canterbury Travels conducts its business.

SymptomsOur discussion with Roxanne Freeman yielded the following symptoms, currently faced by Canterbury Travels- Low demand for travel options by residents of Hometown. Many customers ordering through established competitors in the market.

Problem DefinitionTo understand the travel business in Hometown with Volumetric and Monetary scales, and to measure the effectiveness of advertisement, through measurement of the level of awareness about Canterbury Travels in Hometown. Objectives To determine the total volume of travel business in Hometown. To determine the awareness level about Canterbury Travels, in Hometown.

Research DesignThis Market Research would be carried out in two phases. The first phase would consist of secondary research. In this phase we will analyse the trends and predictions laid down by the travel industrys prominent research reports, on US Travel Industry and Consumer Behaviour as of December 2014, issued by industrys top research agencies such as Euro monitor, BCG, AT Kearney, Frost & Sullivan and TRC market research. These reports will provide us with the market structure and dynamics that are currently prevalent in the travel industry of United States of America. The inferences and deductions from these reports will be used to enlist the variables that affect the effectiveness of advertising in US travel market. After collecting and analysing this information concluded by secondary research, we would move onto the next phase of this study.

The second phase will be primary market research which would comprise of an exploratory study and descriptive studies. Through the exploratory study, we would give you direct consumer insights from the residents of Hometown. These insights shall be recorded (in video format) by our team, in form of in-depth interviews and focus-group interviews, and shall be available to your top-management for the authentication of the final report. With the descriptive study, we will establish relationships between various factors found in the above research and highlight the relative importance of each variable, thereby catalysing your business decision. These factors and variable will be analysed with the help of analytical tools, and provide you with the research findings in final research report, which shall assist in an informed decision making. Research HypothesisPost Explorative study, our team will come up with various Hypotheses in order to establish a relationship among the concerned factors affecting the effectiveness of advertisement of Canterbury Travels. In order to assist you, we postulate following dummy hypotheses-Hypothesis 1: Online presence has a positive effect on choosing a travel agency.Hypothesis 2: Maintaining a Social Media presence has a positive effect on choosing a travel agency.The results from the analytical tools will lay the foundation of proving the hypothesis, thereby making the research conclusive in nature, which further will help in an improved decision making.

Selection of SampleThe team will use various Data mining techniques in order to contact the Hometown residents who are using travel agencies for their travel purposes. Also, residents who are not using the travel agencies for their travel purposes shall also be contacted. In order to get a holistic approach for the business problem, the team will select a sample that caters to the major demographics and psychographics across the target group. In no case the identity of Canterbury Travels shall be revealed to the respondents.

Data Gathering

Data Analysis and EvaluationOur team, comprising of enthusiastic and dedicated professionals, is adequately equipped with the mathematical and analytical tools to assess the gathered data. The analytical tool that shall be used is SPSS. The mathematical and analytical techniques that shall be used for the research are- Regression technique, Delhi Method, Weight analysis, Factor analysis, Analysis Hierarchy method, to name a few. In order to assist you, we provide you the following dummy tables-Relative Importance of Dummy VariablesKey Success factorsImportance GradeStandard DeviationImportance percentage

Dummy Variable 1.871.559



Weight of Dummy Variable 1Dummy Variable 1Dummy Variable 2Dummy Variable 3Geometric MeanWeightConsistency Ratio

Dummy Variable 11.35.5.5.371



Overall EvaluationBudgetingThe research is estimated to be carried out within a span of 100 days and in a budget of $13,500. For your assistance, breakup of the various activities have been shown in the timeline and budget in the subsequent pages.

Sr. No.Sequence of OperationsCost/UnitCost (in $.)

1Research reports( by BCG & TRC Market research)$ 150.00$ 300.00

2Questionnaire design for exploratory study$ 150.00$ 150.00

3Questionnaire translation & retranslation for language verification$ 75.00$ 100.00

4Pilot testing of questionnaire for exploratory study (20 sample)$ 10.00$ 200.00

5Rephrasing of questionnaire in accordance to pilot testing findings$ 30.00$ 30.00

6Sampling Design$ 50.00$ 50.00

7Commissioning of Exploratory study questionnaire (200 sample)$ 10.00$ 2,000.00

8Data Analysis & research finding (1 week)$ 1,000.00$ 1,000.00

9Formulation of objectives and hypotheses for descriptive study $ 35.00$ 35.00

10Questionnaire design for descriptive study$ 150.00$ 150.00

11Questionnaire translation & retranslation for language verification$ 75.00$ 150.00

12Pilot testing of questionnaire for descriptive study (20 sample)$ 10.00$ 200.00

13Rephrasing of questionnaire in accordance to pilot testing findings$ 30.00$ 30.00

14Sampling design$50.00$50.00

15Commissioning of Exploratory study questionnaire (200 sample)$10.00$ 2,000.00

16Commissioning of Exploratory study questionnaire( Secondary sampling units)- if required (100 estimated)$10.00$1000.00

17Commissioning of Exploratory study questionnaire( Tertiary sampling units)- if required (30 estimated)$10.00$300.00

18Data Analysis & research finding (2 week)$ 2,500.00$ 5,000.00

19Final research Report$ 200.00$ 200.00

Total$ 13,445.00

TimelineQuestionnaire designPilot TestingCommissioning of Questionnaire Objectives & HypothesisQuestionnaire translationRephrasing of QuestionnaireData Analysis2 days5 days1 day4 days7 days3 days25 days4 days15 days1 day5 days3 days25 days3 days7 daysFinal ReportPilot TestingCommissioning of Questionnaire Questionnaire translationRephrasing of QuestionnaireData AnalysisQuestionnaire designResearch report Study

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