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Market Research

Proposal
Canterbury Travels

Prepared by: 6A Consulting Group


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6A Consulting Group

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

Low demand for travel options by residents of Hometown.


Many customers ordering through established competitors in the
market.

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

To determine the total volume of travel business in Hometown.


To determine the awareness level about Canterbury Travels, in
Hometown.

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

research reports, on US Travel Industry and Consumer Behaviour as of


December 2014, issued by industrys top research agencies such as Euro
monitor, BCG, AT Kearney, Frost & Sullivan and TRC market research.
These reports will provide us with the market structure and dynamics
that are currently prevalent in the travel industry of United States of
America. The inferences and deductions from these reports will be used
to enlist the variables that affect the effectiveness of advertising in US
travel market. After collecting and analysing this information concluded

by secondary research, we would move onto the next phase of this study.

The second phase will be primary market research which would


comprise of an exploratory study and descriptive studies. Through the
exploratory study, we would give you direct consumer insights from the
residents of Hometown. These insights shall be recorded (in video
format) by our team, in form of in-depth interviews and focus-group
interviews, and shall be available to your top-management for the
authentication of the final report. With the descriptive study, we will
establish relationships between various factors found in the above
research and highlight the relative importance of each variable, thereby
catalysing your business decision. These factors and variable will be
analysed with the help of analytical tools, and provide you with the
research findings in final research report, which shall assist in an
informed decision making.

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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

Data Analysis and Evaluation


Our team, comprising of enthusiastic and dedicated professionals, is
adequately equipped with the mathematical and analytical tools to assess
the gathered data. The analytical tool that shall be used is SPSS. The
mathematical and analytical techniques that shall be used for the
research are- Regression technique, Delhi Method, Weight analysis, Factor
analysis, Analysis Hierarchy method, to name a few. In order to assist you,
we provide you the following dummy tables4
6A Consulting Group

Relative Importance of Dummy Variables


Key
Success
factors
Dummy Variable 1
Dummy Variable 2
Dummy Variable 3

Importance Grade
.87
1.72
1.29

Standard
Deviation
1.5
.98
.45

Importance
percentage
59
91
28

Weight of Dummy Variable 1

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

Cost (in $.)

Research reports( by BCG & TRC Market research)

$ 150.00

$ 300.00

Questionnaire design for exploratory study

$ 150.00

$ 150.00

Questionnaire translation & retranslation for language

$ 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

Commissioning of Exploratory study questionnaire (200

$ 10.00

$ 2,000.00

sample)
Data Analysis & research finding (1 week)

$ 1,000.00

$ 1,000.00

Formulation of objectives and hypotheses for descriptive

$ 35.00

$ 35.00

$ 150.00

$ 150.00

10

study
Questionnaire design for descriptive study

11

Questionnaire translation & retranslation for language

$ 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

Commissioning of Exploratory study questionnaire (200

$10.00

$ 2,000.00

$10.00

$1000.00

$10.00

$300.00

$ 2,500.00

$ 5,000.00

$ 200.00

$ 200.00

sample)
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Commissioning of Exploratory study


questionnaire( Secondary sampling units)- if required (100

17

estimated)
Commissioning of Exploratory study questionnaire( Tertiary

18

sampling units)- if required (30 estimated)


Data Analysis & research finding (2 week)

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Final research Report


Total

$ 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

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6A Consulting Group

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