The major management issues that can have an influence on their decision making process is asked as research question (Peter, Olson and Grunert, 1999). Besides, the researcher is interested to have most common ways to segment the market to undertake an event in tourism. One more fact is that to improve the growth of the regions. The online survey is incorporated to investigate the responses of questionnaire for collecting precise answers.
The data analysis is a reflection of overview of research problem (Cash, 2015). It helps to conclude about effective marketing as well as tourism plans. The sample surveys are operated on chosen dataset of the target population utilising a some assumptions about the target population. The nature of variables refers the application of the sample-based approach. To draw out the association between the whole population and selected sample, the sampling methodology requires to be based on statistical processes.
Different types of data collecting techniques are present to adopt. Sampling by interview method, questionnaire process, survey & census process and observation process are well known. The Sampling method is of two types that are Probability and Non-Probability. The Sampling methods are of four types that are Simple Random Sampling, Systematic Sampling, Stratified sampling and Cluster Sampling. Non-Probability sampling is of four types that are Convenience sampling, Judgement sampling, Quota sampling and Snowball sampling.
The questionnaire process is granted in this marketing research report. Before executing the survey of the samples, it is required to define a target population. The aim of the survey by questionnaire method is to be aware of the effectiveness of a product or service of market research. Here, the target population is the collection of selected consumers. It is critical to select the most appropriate target population for satisfying the purpose of assessing the survey.
In Questionnaire method of surveying, a questionnaire is e-mailed to the corresponding respondents who are expected to provide their respond, understand and reply on their own and fill up the questionnaire. The questionnaire is consists of few questions given in a sequential order on a form or on set of forms. In case of rehearsal of main survey by experts, “Pilot study” is required by experts for testing the questionnaire for vulnerabilities of the questions and techniques used (Palinkas et al., 2015).
The main aspect of good questionnaire is that it should be presize, simple and logically sequenced. Technical terms and sensitivity issues must be avoided. The reliability of the respondents must be present at the time of giving the responses. Most of the questions should be close-ended questions. Besides, use of “Likert” scale to tabulate the responses is helpful to interpret and refer the graphical representation.
The data collected by questionnaire survey method is primary in nature. The data is qualitative whereas we had options to collect both the qualitative and quantitative data. The sample size is small (12), therefore the outcomes may fluctuate from actual scenario. However, the collected sample is free from bias and easy to interpret.
The market survey and segmentation of various events are based on live Justin Bieber show in Adelaide. The influence of the show on the tourists and segmentation of the tourism market shows the assessment of enhancement in this research report. The research has tried to distinguish the different modes of segmentation of the market. The method of enhancement of such events in Adelaide could improve the rising of business in the region and the society.
Strategy:
The strategy of marketing research is that it explains overall strategy that plans assimilation of various components of the paper in an appropriate way. The marketing research effectively highlights the research issues and therefore consists of structure for the measurement, collection and the analysis of collected data.
The simple strategy to incorporate the research report is that to derive firstly the literature review and general concepts about the market research attributes of forthcoming Justin Bieber show in Adelaide. Proper citations and references would support the literature review and its basic establishments for and against the topic of the research. In the next stage, we would prefer to match the established hypothesis with the analysed data collected from sample survey method. It is a deductive primary research procedure.
Here, people responded about-
The analysed responses of the people would help the researcher to compare conclusions and recommendations drawn from both literature review and data analysis process. Strategically, researcher would like to focus mainly on qualitative data analysis. The variables of the data analysis are categorical and nominal. No numeric variables are added in this research. Therefore, the data analysis procedure is purely qualitative data analysis.
Below, the identifications and characteristics of both types of data analysis (Quantitative and Qualitative) are elaborately discussed.
Quantitative data analysis is utilised to measure the magnitude of data. It has a fixed format of pre-determined response categories and standard measurements. The broad scaled data is collected from huge representative sample. Inferential statistics and testing of hypothesis could be used in data to support conclusion. Numerical aggregation, summaries and responses are clustered for statistical data analysis.
In case of quantitative data analysis, research questions are fixed or focused and the outcomes are detected in advance. It is a linear hierarchy process where confounding factors are controlled during design and analysis. The quantitative data analysis is apprehended from the structured data of collection instruments. Generally, quantitative data analysis produces outcomes that are more generalized, compared and summarized than outcomes of qualitative outcomes.
Quantitative data analysis produces a sample that permits the understanding of the social method of interest. Purposive sampling is the most creative sample to respond research question. Enduring interpretation of data would show the approach, identification, themes and explanations of the dataset. Qualitative data analysis is based on various data collection methods that are Observation, Interview, Focus Group Discussion and other methods.
Qualitative Data Analysis (QDA) is the variety of methods and processes where we shift from the qualitative data that have been gathered into some form of explanation, understanding or explanation of the circumstances. Both types of deductive and inductive approaches are used in the analysis of qualitative data. Qualitative data analysis starts with more common open-ended questions and move towards greater precision. Qualitative variables are not detected in advance and primary analysis is the hidden sector of data collection (Miles, Huberman and Saldana, 2013).
Qualitative data analysis is executed based on concepts, opinions, values and behaviours of people in business or social context. Qualitative data analysis describes a situation for gaining a particular practice. No pre-determined response categories are present on qualitative data analysis. Explanatory data in details are collected from small sample. Qualitative analysis helps to extract patterns from concepts and insights. Open-ended questions of questionnaire permit to gather illustrative explanation and individual responses.
In case of qualitative data analysis, research questions are comparatively broader, contextual and flexible. The outcomes are generally not predefined and emerge in research question. It is a circular hierarchical method where confounding factors are searched in the field experiments. Generally, qualitative data analysis relies on interactive interviews and produce outcomes that give meaning, experience and views. Qualitative research could be utilised to elaborate phenomenon or produce theory ashore on data. The hierarchical process of quantitative data analysis is circular. The major aspect of qualitative analysis is the exploratory research.
At first, key explanatory and outcome, variables are detected and then data collection & analysis distinctly separate phases are carried out in quantitative data analysis. Quantitative data analysis has more credibility, transferability, dependability and conformability than qualitative data analysis. Descriptive statistical measures provide more focused problem solving marketing policies. Measures of central tendency, Frequency tables and Cross tabulation tables are the major parts of quantitative data analysis. Different types of Cross Tabulation and Chi-Square tests are carried out as qualitative data analysis.
Q1. Please indicate your gender
|
Gender |
Frequency |
Percentage |
|
Male |
8 |
0.666666667 |
|
Female |
4 |
0.333333333 |
|
Total |
12 |
1 |
(Carr and Burkholder, 1998)
Among the sampled 12 people, 4 people (33%) are male and 8 people (67%) are females.
Q2. Age group
|
Age-group |
Frequency |
Percentage |
|
18-24 years |
5 |
0.416666667 |
|
25-34 years |
4 |
0.333333333 |
|
35-44 years |
2 |
0.166666667 |
|
45-54 years |
1 |
0.083333333 |
|
Total |
12 |
1 |
Among 12 people, nine people are below 34 years old (5 people are in the age-range “18-24 years” and 4 people are in the age-range “25-34 years”). Only, 3 people are above the age-limit 35 years where only one people is from the age-limit “45-54 years”.
Q3. Position in the company
|
Position in the company |
Frequency |
Percentage |
|
$0-$5,000 |
3 |
0.25 |
|
$5,001-$10,000 |
4 |
0.333333333 |
|
$10,001-$20,000 |
4 |
0.333333333 |
|
$20,001 and above |
1 |
0.083333333 |
|
Total |
12 |
1 |
According to the range of salary, 4 persons in each of the salary range $10,001-$20,000 and $5,001-$10,000 show their significance. The column of low range income that is $0-$5,000 has only three frequencies. Only one people among 12 peoples has salary range greater than $20,001 and according to the company.
Q4. Frequency of tourism travelling
|
Frequency of tourism travelling |
Frequency |
Percentage |
|
Once a year |
3 |
0.25 |
|
Twice a year |
5 |
0.416666667 |
|
More than twice |
4 |
0.333333333 |
|
Very Frequently |
0 |
0 |
|
Total |
12 |
1 |
The bar chart of frequency of tourism travelling indicates that no people prefer to travel very frequently. Most of the people (5 people) make their tour “Twice a year” whereas 4 people make their tour “More than twice” a year.
Q5. Market segmentation helps in the development of tourism business
|
Market segmentation helps in the development of tourism business |
Frequency |
Percentage |
|
Strongly Agree |
4 |
0.333333 |
|
Agree |
7 |
0.583333 |
|
Neutral |
1 |
0.083333 |
|
Disagree |
0 |
0 |
|
Strongly Disagree |
0 |
0 |
|
Total |
12 |
1 |
The bar graph shows that almost all the people (11 people) either agree or strongly agree with the fact that market segmentation helps in the development of tourism business. No people either disagree or strongly disagree with that fact.
|
Events in the local community aids in the business growth of the society |
Frequency |
Percentage |
|
Strongly Agree |
4 |
0.333333 |
|
Agree |
3 |
0.25 |
|
Neutral |
4 |
0.333333 |
|
Disagree |
1 |
0.083333 |
|
Strongly Disagree |
0 |
0 |
|
Total |
12 |
1 |
Among 12 people, only 1 people disagree with the fact that events in the local community aids in the business growth of the society. A significant number of 7 people either agree or strongly disagree with that fact. 4 people are neutral as per response.
Q7. Behaviour of the consumers plays a key role in the segmentation of the market
|
Behavior of the consumers plays a key role in the segmentation of the market |
Frequency |
Percentage |
|
Strongly Agree |
3 |
0.25 |
|
Agree |
7 |
0.583333 |
|
Neutral |
2 |
0.166667 |
|
Disagree |
0 |
0 |
|
Strongly Disagree |
0 |
0 |
|
Total |
12 |
1 |
No people disagree or strongly disagree with the fact that behaviour of the consumers plays a key role in the segment of the market. 10 peoples either agree or directly agree with the fact, whereas 2 people are neutral in this case.
Q8. Market assessment is essential before an event is undertaken
|
Market assessment is essential before an event is undertaken |
Frequency |
Percentage |
|
Strongly Agree |
4 |
0.333333 |
|
Agree |
4 |
0.333333 |
|
Neutral |
3 |
0.25 |
|
Disagree |
1 |
0.083333 |
|
Strongly Disagree |
0 |
0 |
|
Total |
12 |
1 |
Among 12 people, 8 people (4 for Strongly Agree and 4 for Agree) either agree or strongly agree with the fact that Market assessment is essential before an event is undertaken. 3 people have neutral response about it, whereas only one people disagrees that fact.
Q9.Market segmentation and undertaking of an event is directly related to each other
|
Market segmentation and undertaking of an event is directly related to each other |
Frequency |
Percentage |
|
Strongly Agree |
2 |
0.166667 |
|
Agree |
7 |
0.583333 |
|
Neutral |
0 |
0 |
|
Disagree |
2 |
0.166667 |
|
Strongly Disagree |
1 |
0.083333 |
|
Total |
12 |
1 |
Among 12 chosen people, 3 people (1 for Strongly Disagree and 2 for Disagree) incur the fact that Market segmentation and undertaking of an event is directly related to each other. Most of the people (7 people) agree with the fact whereas 2 people strongly agree with this fact.
Question: Do you think market segmentation in Adelaide will help in stimulating the initiation of musical events and thereby developing the local business of Adelaide?
The data analysis and literature review equally show that market segmentation would help in stimulating the initiation of musical events. People consider the significance of this factor. The data analysis concludes about the satisfaction and responses about the feeling after watching the Music show in the current market. The local business would get enormous impact due to market segmentation in the sector of travelling habit and event management. The upcoming culture of market segmentation in Adelaide would help to stimulate the initiation of musical events.
The analysed data of primary research refers that most of the people are agreed and strongly agreed to the facts that events in the local community aids in the business growth of the society, market segmentation helps in the enhancement of tourism business, market assessment is essential for an undertaken event and behaviour of the consumers plays a vital role in the segmentation of the market. However, some responses were also found against the fact that market segmentation and undertaking of an event is directly related to each other. It also showed that most of the people have tendency of tour twice or more than twice a year.
It could be recommended that proposed variables have a vital role in tourism and event management. Market segmentation, market assessment and behaviour of consumers are to be upgraded for better event management according to the market value (Eisenhardt, 1999).
References:
Carr, J. E., & Burkholder, E. O. (1998). CREATING SINGLE?SUBJECT DESIGN GRAPHS WITH MICROSOFT EXCEL™. Journal of Applied Behavior Analysis, 31(2), 245-251.
Cash, T. F. (2015). Multidimensional Body–Self Relations Questionnaire (MBSRQ). In Encyclopedia of feeding and eating disorders (pp. 1-4). Springer Singapore.
Eisenhardt, K. M. (1999). Strategy as strategic decision making. MIT Sloan Management Review, 40(3), 65.
Miles, M.B., Huberman, A.M. and Saldana, J., 2013. Qualitative data analysis. Sage.
Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533-544.
Peter, J. P., Olson, J. C., & Grunert, K. G. (1999). Consumer behavior and marketing strategy.
Silverman, D. (Ed.). (2016). Qualitative research. Sage.
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