Question

Hands-On Exercise 1. If this proposal is accepted, will it achieve the objectives of management? 2. Is the target population being interviewed the appropriate one? 3. Are there other questions that should be asked in the project?

Answer 1

1.) No, the target population could further be expanded for the generalization of the study. Here the decision-makers and the researchers could target one or more segments for the Preferred Guest Card Loyalty Program. They should conduct an exploratory research to understand the underlying motives of different demographic profiles to patronize loyalty card programs. It includes young entrepreneurs, newlywed couples, working executives, and retired people with good disposable incomes. Institutions and firms who sponsor their executives for such types of loyalty programs could also be a part of the target population for such a study. No, it will not achieve the objectives of the management. The attitude of the people regarding the card is still left to be answered. 2.) Research refers to the outcome of human desire to investigate and deeper understanding of existing phenomena or find out the possibility of occurrence of a new phenomenon. Research is the starting point in any discipline. It is the key to the success and growth of any discipline. Marketing research refers to the process of identifying opportunities and analyzing threats in the market. A well-developed information system helps to collect the data from the market, identify the issues related to the product, and evaluating marketing actions.