Marketing Research - Spa Goers

Table of Contents

Executive Summary……………………………………………………………………………....3

Background of Study……………………………………………………………………………..4

The Importance of the Project…………………………………………………………….4

The Management Decision Problems……………………………………………………..4

Research Objectives………………………………………………………………………………5

Research Methodology…………………………………………………………………………....6

Sampling…………………………………………………………………………………..6

Questionnaire Design……………………………………………………………………..6

Data Collection Method…………………………………………………………………...6

Problems Encountered During the Fieldwork Procedure………………………………...6

Cross Tabs Analysis........................................................................................................................7

T-Test Analysis……………………………………………………………………………………8

Managerial Applications…………………………………………………………………………9

Limitations and Conclusions…………………………………………………………………....10

Executive Summary

This report examines the feasibility of creating a new spa. As defined by dictionary.com, a spa is a luxurious resort or resort hotel. Though there are many different opinions on what a spa should be, we feel that after doing extensive research, and surveying people to find out exactly what they expect in a spa, we have come up with the best business model to fulfill our customers’ needs.

The purpose of this report is to provide our business backers with the information necessary for assessing the effectiveness of our business model. Again, we feel that the information contained in this report will be most beneficial to our backers. Also, after reading this report, you will be able to understand our reasoning for creating a new spa. I believe that our research objectives have been met to the fullest. Our research objectives are as follows:

• To determine how often the average spa goers utilize the various services available at the spa, along with what services they feel to be most desirable.

• Identify factors that would facilitate and increased client base, and facilitate the increased frequency of the current spa goers.

• Examine the factors that spa goers would find most appealing to enhance our image as an industry leader.

• To determine the demographic characteristics of people who frequent spas.

After reading this report you will also be able to understand:

1.) The importance of the project

2.) Management decision problems

3.) Research objectives

4.) Research Methodology

a. Sampling

b. Questionnaire Design

c. Data