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Marketing Research

Table of Contents

1. Executive Summary V
2. Research Focus 1
2.1. Industry Background and Past Research 1
2.2. Research Objectives 5
2.3. Major Contributions of the Research Project 6
3. Research Methodology 6
3.1. Focus Groups 8
3.2. Expert Interviews 9
3.3. Individual Depth Interviews 10
3.4. Projective Techniques 11
3.5. Quantitative Research 14
4. Research Instrument 14
4.1. Nominal Scale 14
4.2. Ordinal Scale 15
4.3. Interval Scale 16
4.4. Pre-test and final questionnaire 17
5. Sampling 18
6. Results and Analysis 20
6.1. Descriptive Statistics 20
6.2. Inferential Statistics 20
6.2.1. Factor Analysis 21
6.2.2. Chi-Square Comparisons 21
6.2.3. One-Way ANOVA 21
6.3. Statistical Analysis - Research Objectives 21
6.3.1. Statistical Analysis - Research Objective 1 21
6.3.2. Statistical Analysis - Research Objective 2 25
6.3.3. Statistical Analysis - Research Objective 3 27
6.4. Demographic Profile of Respondents 30
6.4.1. Statistical Analysis - Research Objective 4 30
6.4.2. Statistical Analysis - Research Objective 5 33
6.4.3. Statistical Analysis - Research Objective 6 35
6.5. One-Way ANOVA Analysis 39
6.5.1. Fitness Centre Features and Personal Annual Income 40
6.5.2. Fitness Centre Services and Personal Annual Income 48
6.5.3. Fitness Centre Benefits and Personal Annual Income 53
6.5.4. Fitness Centre Features and Fitness Centre Visits 54
6.5.5. Fitness Centre Benefits and Payment Method 56
6.5.6. Fitness Centre Features and Number of Dependent Children 57
6.5.7. Fitness Centre Services and Number of Dependent Children 60
6.6. Summary of One-Way ANOVA Analysis 62
6.6.1. Fitness Centre Characteristics and Services 62
6.6.2. Payment Methods 63
6.6.3. Demographics 64
6.7. Summary of Other Results 66
7. Conclusion 69
7.1. Recommendations 70
7.2. Strengths of Research 71
7.3. Weaknesses of Research...