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Proposal
Canterbury Travels
Executive Summary
Canterbury Travels commenced its operations 2 months back, in
Hometown, located in North Central US, residing a population of 50000.
There were 2 competitors during its market entry- Holiday travels and
Leisure Tours, which had a strong foothold in the market. Owner
Roxanne Freeman wants to know more about the business Hometown
offers and also the effectiveness of her advertising by measuring the
awareness level about Canterbury Travels. So she needs to conduct a
survey to measure these dimensions, which would affect the way
Canterbury Travels conducts its business.
Symptoms
Our discussion with Roxanne Freeman yielded the following symptoms,
currently faced by Canterbury Travels
Problem Definition
To understand the travel business in Hometown with Volumetric and
Monetary scales, and to measure the effectiveness of advertisement,
through measurement of the level of awareness about Canterbury
Travels in Hometown.
Objectives
Research Design
This Market Research would be carried out in two phases. The first phase
would consist of secondary research. In this phase we will analyse the
trends and predictions laid down by the travel industrys prominent
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6A Consulting Group
by secondary research, we would move onto the next phase of this study.
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6A Consulting Group
Research Hypothesis
Post Explorative study, our team will come up with various Hypotheses in
order to establish a relationship among the concerned factors affecting
the effectiveness of advertisement of Canterbury Travels. In order to
assist you, we postulate following dummy hypothesesHypothesis 1: Online presence has a positive effect on choosing a travel
agency.
Hypothesis 2: Maintaining a Social Media presence has a positive effect
on choosing a travel agency.
The results from the analytical tools will lay the foundation of proving the
hypothesis, thereby making the research conclusive in nature, which
further will help in an improved decision making.
Selection of Sample
The team will use various Data mining techniques in order to contact the
Hometown residents who are using travel agencies for their travel
purposes. Also, residents who are not using the travel agencies for their
travel purposes shall also be contacted. In order to get a holistic
approach for the business problem, the team will select a sample that
caters to the major demographics and psychographics across the target
group. In no case the identity of Canterbury Travels shall be revealed to
the respondents.
Data Gathering
Importance Grade
.87
1.72
1.29
Standard
Deviation
1.5
.98
.45
Importance
percentage
59
91
28
Dummy
Variable
1
Dummy
Variable
2
Dummy
Variable
3
Dummy
Variable
1
1
Dummy
Variable
2
.35
Dummy
Variable
3
.5
Geometri
c Mean
Weight
.5
.371
.65
.29
.25
.271
.28
.32
.25
.718
Consisten
cy Ratio
Overall Evaluation
Budgeting
The research is estimated to be carried out within a span of 100
days and in a budget of $13,500. For your assistance, breakup of
the various activities have been shown in the timeline and budget
in the subsequent pages.
Sr.
No.
Sequence of Operations
Cost/Unit
$ 150.00
$ 300.00
$ 150.00
$ 150.00
$ 75.00
$ 100.00
verification
Pilot testing of questionnaire for exploratory study (20
$ 10.00
$ 200.00
sample)
Rephrasing of questionnaire in accordance to pilot testing
$ 30.00
$ 30.00
findings
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6A Consulting Group
Sampling Design
$ 50.00
$ 50.00
$ 10.00
$ 2,000.00
sample)
Data Analysis & research finding (1 week)
$ 1,000.00
$ 1,000.00
$ 35.00
$ 35.00
$ 150.00
$ 150.00
10
study
Questionnaire design for descriptive study
11
$ 75.00
$ 150.00
12
verification
Pilot testing of questionnaire for descriptive study (20
$ 10.00
$ 200.00
13
sample)
Rephrasing of questionnaire in accordance to pilot testing
$ 30.00
$ 30.00
findings
14
Sampling design
$50.00
$50.00
15
$10.00
$ 2,000.00
$10.00
$1000.00
$10.00
$300.00
$ 2,500.00
$ 5,000.00
$ 200.00
$ 200.00
sample)
16
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estimated)
Commissioning of Exploratory study questionnaire( Tertiary
18
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$ 13,445.00
Timeline
Resear
ch
report
Study
2
days
6A
Questionna
ire
translation
5
days
Rephrasing
of
Questionnai
1 day
3
7
days
days
Consulting
Group
Questionna
ire design
Pilot
Testing
Data
Analysi
s
4
days
25
days
Questionna
ire design
7
days
3
days
Objective
s&
Commissioni
Hypothes
ng of
Pilot
Testing
3
days
5
days
Questionna
ire
translation
Final
Report
Commissioni
ng of
Questionnair
4
days
25
days
1 day
Rephrasing
of
15
days
Data
Analysi
s
7
6A Consulting Group