Qualitative research allows people to give their opinions and involves using open questions like “why do visit Thorpe Park?” A lot of useful information can be used and gained by this method of research. Alternatively people have different opinions so it makes the analysis more difficult.
Quantitative research provides accurate information by using a closed question which has a simple answer of “YES” or “NO” answers, this makes the analysis of Thorpe Park much easer.
Postal surveys are exit surveys that Thorpe Park use, exit surveys are leaflets which is handed out at exit for guests to let Thorpe Park know what they thought about their day. From this they can look to see what strengths and weaknesses there are and see if they are improving in some areas or getting worse in others.
Telephone surveys are surveys that are done over the telephone between the customer and Thorpe Park staff.
Personal surveys are given out by high street shops or sponsors of Thorpe Park give surveys and also personal surveys Psion are used by Thorpe Park.
Observation is done from staff and customer focus groups. Staff feedback is done by focus group which is a monthly forum with 8 seasonal staff on guest questions they are asked best ways of solving them and postcards are used by Thorpe Park to get feedback from all staff members in postcard form. Customer focus groups is talking to quests in-depth on several aspects of their day including strengths and weaknesses, this is done by examining in detail the likes and dislikes of the park by our guest.
Website of Thorpe Park can let you take surveys online and websites provide with useful information on the theme park. As can be seen Thorpe Park use mainly primary research. This is one of the major market research Thorpe Park uses.
Comparison of Thorpe Park and Cadbury World Market Research Activities
There are a lot of difference between both organization market research activities, as Thorpe Park uses better and more research activities than Cadbury World.
Thorpe Park use postal surveys which are exit surveys that Thorpe Park gives to their customer at end of their visit, this is used so they find out how their visit was at Thorpe Park similar Cadbury World uses a visitor surveys, this is a questionnaire which customer fill at end of their visit to the chocolate factory and also Cadbury World ask questions about customer taste in chocolates. Thorpe Park uses a better survey however Cadbury World surveys are more adventures as you get to say how the chocolate tasted.
Cadbury World use their website, to let customer give own opinions of Cadbury World after website or what they think of website and that they use tourist information site for market research similar Thorpe Park use their own website as well which is , this lets you take online surveys and provide information for theme park. This is also a main primary research for both organizations. Both attractions use website for market research very outstandingly as they use several of market research techniques on their sites.
