• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Market research for Six Flags theme parks co.

Extracts from this document...

Introduction

Anas Chokairy Understanding markets BM1 SIST/UWIC Marketing research 1.Introduction: Amusement & theme parks are important participants in the tourism industry, they play a special role in generating tourism demand, and they are the main motivators for tourism trips to many destinations. Competition in the theme parks market is growing with the increasing number of parks. In some areas amusement parks market seems to be reaching to saturation point whereas in different areas there is still work to be done. The Moroccan market has not been intruded with any sort of amusement parks that specialize in the tourism sector, so it would be safe to say that there is a good gap of opportunities in that domain, however any investing company has to conduct a market research before deciding to come and invest in Morocco, and that will be the task of this report, through explaining the factors of market research, the necessary explanation and statistics to why it would be a very profitable idea to start an amusement park in morocco will be provided, in fact the amusement park company I will be trying to attract is named Six Flags and it's one of the largest and growing amusement park corporations in the world. ...read more.

Middle

a carefully selected sample will allow us to draw relevant information about our targets, Choosing a sample is choosing a sampling unit (choosing which segment is to be surveyed) and a sampling size (choosing the number of people to be surveyed), There are two methods of sampling, one that provides quantitative data and other qualitative data(Philip Kotler, 2005). Quantitative methods (e.g. surveys, questionnaires) big sampling size. Qualitative methods (e.g. focus group and interviews)small sampling size, They provide a more in depth and rich description. (Quantitative and Qualitative Data ). After a little research with came up with the following informations: Age: 18-24 20.20% 25-34 25.80% 35-44 28.50% 45-54 14.80% 55-64 5.60% 65+ 5.10% SEX: Male 45.30% Female 54.70% (RAB Instant Background Report, 2003) In Our case here, our sampling unit would simply study the segment that consist of tourists between the age of 18 and 45 because these are the people that after the secondary data are still willing to get active and have fun at a theme park full of breathtaking roller coasters, as for the sampling size it would be something between 1000- to 1500. ...read more.

Conclusion

Referencing LITERATURES: Anthony R Morden, (1989) Elements of Marketing. 1st Ed.London. DP publications) Armstrong, Gary & Kotler, Philip (2005) Marketing: An introduction. 7. Edition Upper Saddle River, N.J, Prentice Hall. Dibb, Sally and Simkin, Lyndon (1996) The market segmentation workbook: Target marketing for marketing managers. London, Routledge. Len Tiu wright & Margaret Crimp (2000), The Marketing Research Process, fifth edition. Pearson Education Limited Cohen, L., Manion, L. and Morrison, K. (2000) Research Methods in Education 5th Edition. London: RoutledgeFalmer. Kahn, R. and Cannell, C. 1957 The Dynamics of Interviewing. New York, Wiley. Philip kotler & Gary Armstrong (2005) Principle of marketing. 11. Edition, Prentice Hall. Philip Kotler, Gary Armstrong, (1996) Principles of Marketing. 7th Ed. Prentice Hall Inc. SITES: Marketing research: Secondary data [Internet], Available from: < http://www.managementstudyguide.com/secondary_data.htm> [Accessed 16April 2011]. Market research - primary research [Internet], Available from: < http://tutor2u.net/business/gcse/marketing_research_primary.htm> [Accessed 25April 2011]. MOROCCO'S TOURISM INDUSTYRY RECORDED GROWTH IN 2009 [Internet], Available from: < http://www.tourism-review.com/moroccos-tourism-industry-recorded-growth-in-2009--news2084> [Accessed 2 May 2011]. Quantitative and Qualitative Data [Internet], Available from: < http://www.holah.karoo.net/quantitativequalitative.htm > [Accessed 20April 2011]. RAB Instant Background Report [Internet], Available from: < http://www.rab.com/sales_meetings/amusement.pdf > [Accessed 5 May 2011]. . ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Chapter Notes on Marketing Management by Philip Kotler 10th Edition

    External marketing is marketing directed at people outside the company. Internal marketing is the task of hiring, training, and motivating able employees who want to serve the customers well. In fact, internal marketing must precede external marketing. It makes no sense to promise excellent service before the company's staff is ready to provide it.

  2. Market Segmentation, Targeting and Contexts

    Thus the AB socio economic group could be sub divided into life style, 'leisure groups' which may include: - 'young aspiring sophisticates' - Generally well educated, enjoys clubs and societies, gregarious, interested in new leisure ideas. - 'young fogey' - Generally conservative, well educated, enjoys traditional pursuits, country sports, resists new ideas.

  1. Marketing - Primary and secondary data

    Gurpreet Birdi Influences on the product and market orientation The nature of the product: When a firm operates in an industry at the edge of the new innovation e.g. biotechnology, pharmaceuticals or electronics, must innovate to survive. However, a firm may try to anticipate with the consumer demand and the researcher.

  2. Discuss the following statement: &quot;Quantitative research is more important than qualitative research because it ...

    They can also use the completion technique by asking respondents to complete a sentence to get more idea. (Wong, 1999) On the other hand, by using quantitative methods, "researchers have come to mean the technique of randomized experiments, quasi-experiments, paper and pencil objective tests, multivariate statistical analyses, sample surveys, and the like."

  1. Market Research Proposal

    a question that will be asking the respondent for their age, the ages will be put into categories, of nine (10-19 years, 20- 29years) instead of listing all the ages one by one. Ratio is also a scale of measurement, but it will not be used in this research.

  2. Market research

    Collating the data: This includes plan of work, identifying the data to be collected and the way to collect it with timing and also gathering data of the randomly selected method from useful sources for example members of the publics views in the questionnaire 5.

  1. Qualitative methods of research.

    Whether the questionnaire will be completed independently by the respondent. If so, the language and number of prompts and examples included need to considered. Make it as easy as possible to complete without help. * Always start with a statement of who you are, which organisation you represent and the purpose of your research.

  2. Marketing Segmentation, Targeting &amp; Contexts

    Should this be the case then the business should be careful not to become complacent and allow for other competitors to enter the market easily. Concentration is beneficial to management as it is low in cost, due to there only being one marketing mix to arrange.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work