Market Research Case Study - The statement of the problem is has the move affected the sales of Hawthorn Craft market and how will the move affect or change the shoppers experience.

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MARKETING RESEARCH

Valerie Nzembi

Professor Odeck

 Business Administration

                                                                      9/09/2012

PART A.

The Hawthorn Craft Market, operated by the council has moved from the Hawthorn town Hall to the Atrium beside the library at Swinburne University. This market was established in 1979 and it is one of Melbourne longest run markets. The Hawthorn Craft Market has about 100 stalls that sell had crafted goods and home grown produce. The market has a wide range of goods to sale from pastries, food, jewellery, fashion, baby products, crafts and gifts among other things. The market is open on every first Sunday of the month except in January and February and also a special Christmas Twilight Market. There is safe parking available for the customers that drive and also public transport servicing the Hawthorn area.

The statement of the problem is has the move affected the sales of Hawthorn Craft market and how will the move affect or change the shoppers experience. Hawthorn Craft Market has moved to a place where there is a lot of competition. There are other crafts markets within the radius of 10km from Atrium. There is the Art centre at Melbourne, the Rose Street Market at Fitzroy, the Blackbird Market also located at Fitzroy, the Rotary Sunday Market at Camberwell and the Hatch Incubator Market at the City Library. All this market gives competition to the Hawthorn Craft Market. Hawthorne is the only market in the area that opens on Sundays within a radius of 5km.

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The best methods of research to use in this scenario are secondary methods of data collection. The demographic data will be used from the Hawthorn census .this will help with the most important part of the whole research process. For example, using the demographic data, we will be able to have a selection criterion for the focus group meeting selection depending on either age, family structure or what part of the Hawthorn they stay in.

The research targets how the market will improve the profits of the market in the region due to the move. The factors being considered to ...

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