Marketing research plan for Extreme Exposure Rock Climbing Center

Marketing Research: The Marketing Research Plan of Extreme Exposure Rock Climbing Center

The need for marketing research

The marketing research problem

Information types and sources (primary and secondary)

Methods of accessing data

Methods of collecting Data

Design data collection forms (or scripts)

The sample plan and size

Analyze data

Marketing Research: The Marketing Research Plan Extreme Exposure Rock Climbing Center.

The need for marketing research

With the climbing market exploding, the creation of a modern climbing centers necessitates an incredible amount of making sure that it is competitive. It is clear that modern climbing gyms are real businesses that are out there generating real proceeds. They provide specialized services like corporate team building and youth climbing programs, and they have to deal with real issues like taxes and workman's compensation audits. The best climbing facilities are run by experienced management professionals who appreciate their success depends as much on customer service as it does on value route location.

The marketing research problem

Extreme Exposure Rock Climbing Center has been in competition with other companies particularly another rock-climbing center, called The Krag, which will be built in Sacramento within the next six months. It is clear that this new company will be much more competitive by having more things for customers to do. In other words, there are more products that will be able to meet the needs of the customers.

Research objectives

1. To make Extreme Exposure Rock Climbing Center the number one target for rock climbing equipment customers in Sacramento, California, and to accomplish the largest marketplace share in the area for rock climbing gear. There are not enough resources for gauging marketplace share for our local marketplace, but the State of California provides twelve-monthly economic data by district. We will use this data to accumulate an estimate of market share goals for 2015.

2. To be a vocal and active member of the community, and to offer repeated re-investment through contribution in community activities and financial offerings. Extreme Exposure Rock Climbing Center will sponsor two to three events all through the year, as well as charity events, the Pacific Amateur (PA) Golf Classic, and celebrity-hosted clashes.

3. To accomplish 30% marketplace share by August of 2015.

Research design

This exploratory plan will investigated the needs assessment for Extreme Exposure Rock Climbing Center in order to be a functional organization in the competitive rock climbing world. A survey will be conducted in order to gain an in-depth understanding of the needs of the rock climber customers. This kind of research is by far the most popular procedure of market research. The exploratory approach is necessary for this plan because it endeavors to discover general information in regards a topic that is not well understood by the marketer. For instance, Extreme Exposure Rock Climbing Center has heard about following items about that are different from Extreme Exposure is helping The Krag.

Information types and sources (primary and secondary)

Extreme Exposure Rock Climbing Center will use primary market research. This is beneficial for the company because it is a kind of market research which is done by the business with the goal of collecting information that can be used in order to improve the products, functions and services. Primary market research is likewise recognized as field research because it is research done from scratch, without utilizing any information that is already made accessible through other sources. Extreme Exposure Rock Climbing Center will gather primary data through qualitative research methods. Qualitative research or qualitative marketplace research is a type of a research technique which mostly takes into account the feelings and opinions of a customer to the extent that a business's products and services are involved. This kind of research tries to get behind the customer's mind in order to fathom what they see missing or whether they really are interested in the product or not. Some typical examples of qualitative research work consist of doing in person interviews. Primary market research is the greatest common kind of a market research method and is likewise the most respected kind. It will beneficial for Extreme Exposure Rock Climbing Center because it is a method that merely answers specific questions and not inappropriate issues.

Methods of accessing data

Surveys and questionnaires will be one way of accessing data for Extreme Exposure Rock Climbing Center. The term 'surveys' is a wide-ranging term that covers a great deal of things for example survey questionnaires, survey interviews, survey forms, and consumer satisfaction cards, etc. (Imms, 2012). One of the most typical instances of this research technique is the feedback form given to clienteles at the time of advertising at a restaurant. It is a forthright method of recognizing whether or not the customer is content with the business's existing services and products or what type of changes would the consumer like to look at. Surveys are likewise directed in the form of web questionnaires these days that will be able to enable Extreme Exposure Rock Climbing Center to collect a lot of feedback and then examine it for further types of administration.

In-depth interviews are also something else that Extreme Exposure Rock Climbing Center can use in this plan. Some organizations can think of an in-depth interview to be a quantitative method to primary marketplace research, nonetheless this technique, actually, is a qualitative research that takes into consideration the types of selections and first choice a customer base may possibly have. Interviews, different from focus groups, include communication among one moderator and one defendant and more than a few kinds of modes and methods may be used to have them done. Interviews for Extreme Exposure Rock Climbing Center may not always be restricted to a set pattern of questions but then again can also be in the form of a conversation with the target client viewers or base. This type of a research technique aids to dig further into what the customer needs, and the answers will later be analyzed in order to come to a conclusion for the final product distribution.

Observation is another type of tool for Extreme Exposure Rock Climbing Center to use. There are two major observation techniques or research methods the company can use in primary marketplace research, and they are observation by means of communication and interaction with the subject and observation through no communication and interaction with the subject. Also, this method of research technique comes under the quantitative primary research because through it; researchers are able to evaluate or measure the behavior of the people involved or the users on the whole. This is more of a personal method for Extreme Exposure Rock Climbing Center in comparison to surveys and questionnaires.

The sample plan and size

A convenience sample of male and female adult rock climbers that are customers of Extreme Exposure Rock Climbing Center will be utilized in the sampling. Sacramento, California has more rock climbing routes than any other state making it a destination to collect some good sampling. This sample will involve international climbers as well as American climbers that are customers of the business. The study will look at all active rock climbers that were at least 19 years old and up customers of Extreme Exposure Rock Climbing Center. Outdoor Foundation (2013) made the point that first time rock climbers median age is 31 to 60. Extreme Exposure Rock Climbing Center defined that an active rock climber is any rock climber participating in the sport for at least 6 months and had been rock climbing in the past two years and that has been a customer in the business for the last 2 years.

Analyze data

Data will be coded and then put into an Excel spreadsheet that were then introduced into SPSS version 32.0 statistical software. Previous to analysis, the data will be cleaned, and the all of errors or anomalies will be identified, removed or corrected. An overall of 190 questionnaires will be used and of course some will not be useable. If they are under the age of 19 and not an active rock climber questionnaires will be deemed unusable. Also, if they have an incomplete demographic section, picked more than one response for an item, gave an answer to a selection of items in a diagonal way, or if they responded to open ended questions unsuitably.