Merketing research strategy for a case study Paper

Merketing strategy for a case study - Research Paper Example This matter has been made worse by a section of the media, which has published derogatory article showing that the event should not be sponsored by the government. Another section of the public argues that the event benefits commercial businesses in the Gold Coast, and hence it is not worth government sponsorship. The following report is prepared with the aim of justifying the current financial commitment for the event. Table of Contents Problem statement 4 Background 4 Management Decision Problems 4 Marketing Research Problem (MRP) questions/statement 5 Research objectives 5 Proposed mixed method to address MRP 5 The proposed Research design 5 Data collection instruments – questionnaire 7 Sampling plan, data collection procedures and data analysis 8 Key limitation of the study design 10 Independent-samples t-tests 10 Analysis of variance (ANOVA) 12 Bivariate correlation coefficient matrix 14 References 15 PART A Problem statement Background ‘Schoolies’ week is a major tourism attraction event, which takes place annually at the Gold Coast, Australia. The event, which attracts many sponsors and participants, is usually attended by students who have completed their Year 12 (the final year at high school). ... 4. How can the negative perception of the members of the community against ‘Schoolies’ be changed? 5. What actions can be taken to curb the media’s negative publicity of the ‘Schoolies’? 6. What information can be gathered to justify the financial commitments of ‘Schoolies’? 7. What actions can be taken to show the locals that ‘Schoolies’ is a worthy public project? Justification Since the ‘Schoolies’ events were started in 1975, many negative behaviors have resulted in the events’ negative publicity, and actions needs to be taken to address this problem, if the event is going to get public good will. This negative publicity has been as a result of negative behaviors, such as drunkenness, which cause civil disturbances in the main street. As such, the actions that should be undertaken to rescue the good name of this project, should focus on changing the behavior of the students who participate, because thi s is the root cause of problems. Despite its perceived social economic benefits, the role of the state government as a financier of the event has faced many hurdles because some groups, including the members of the opposition have argued that the event is largely benefiting the private sector such as the hotels along the beach, hence not worth the sponsorship. This calls for a deliberate action by the government to ensure that the real benefit of the event to the members of the public is evident, to justify its financial commitment. Marketing Research Problem (MRP) questions/statement 1. Why do the media and the public consider ‘Schoolies’ as a negative project that is not worthy commitment of public resources? 2. Why do the youth who attend the