Market Research Technique (Leisure & Tourism)

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Market Research Technique

Cheddar Caves

Cheddar caves takes part in market research every year. They do market research on site and off site.

Suggestion box- Cheddar caves do not have a suggestion box within the caves, this could be a disadvantage for the caves as that could be an effective way of getting peoples’ responses, because people may feel it’s easier, quick and convenient whereas a survey could be too in depth and long winded, However with cheddar caves it would be hard to find a central place to put the box as the site is so large.

Customer Group discussion-   Cheddar caves do not participate in customer group discussions, I think this would be hard to achieve for cheddar caves as their customers come from all around Britain and further. There would also not be a central place for the meetings to take place, However if the meetings did take place it would be useful for the caves because they could find out what people really want within the caves but some people would find it hard to point out bad points to the managers.

Quantitative Questionnaires-    Cheddar caves partake in surveys every year. They are carried out on and off site.  Cheddar Caves aims to collect 2,000 a year. These are to be randomly selected. The questions asked are mainly the usual questions; why have you come here, will you come here again, what you think about it. These are useful because if there is a reoccurring complaint then the caves can work to fix it. These types are questionnaires are good because you can tell if there is an outlier and simply ignore it.

Qualitative Questionnaires- As well as taking part in the Quantitative questionnaires cheddar caves also participate in qualitative questionnaires.  Cheddar caves from time to time take out these more detailed questionnaires as they believe it is important find out what people feel about specific issues, like car parking, admission charges and their proposed cable car. They find it important to important to find out why people who haven’t visited, haven’t, and those who have visited why they visited. This is an effective market research technique as the caves can find out exactly what people think about the caves opposed to closed questionnaires where customers are forced into ticking boxes opposed to writing down what they really think.

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Secondary Research- Cheddar caves use some secondary research. They are supplied with official statistics by local authorities, such as south west tourism and visit Britain. This can be useful as it’s a national survey opposed to a regional one, so as the results will be a lot more varied, and in greater number. Cheddar caves also share information with other attractions as a type of secondary research this is useful because results can be compared to see what is going right and wrong for each attraction.

Online   Questionnaires- Cheddar caves do not participate in online questionnaires; however there is ...

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