The paper “ Marketing Research Methodologies for Gold Class Cinema to Assess the Satisfaction of Its Customers" is an exciting example of a research proposal on marketing. The purpose of this report is to present an evaluation of various research methodologies to Gold Class’ management. The content of this report is to help the management to understand representativeness, likely response rate, and non-response problems associated with the proposed methodologies. The proposed methodologies include observational research, which is supposed to be conducted on every fourth viewer who goes to the company’ s cinema situated in Marion, self-completion questionnaires placed at the entrance of the Gold Class, online questionnaires placed on the Gold Class website, face-to-face administered questionnaires, and pop-up surveys done via the Events Cinemas website.
The report also suggests how these methodologies can be improved. For the best results in marketing research, this report proposes another methodology for Gold Class management. Use of Observational ResearchObservational research is the first research methodology that is intended for use in assessing the satisfaction of the Gold Class moviegoers. The moviegoers’ satisfaction is supposed to be assessed based on the following aspects: special seasons, movie mix, the company’ s website, and refreshment services.
The researcher is supposed to observe and record what every fourth visitor does for the entire duration they spend at the cinema. The observational research proposed has a number of advantages to Gold Class. Firstly, it has high representativeness since the research is supposed to involve one out of every four visitors as a participant of the study. The participants in this method are picked in a consistent manner, which implies that the findings are a proper reflection of the whole population.
Secondly, the method is cost-effective as the management of Gold Class is not required to pay outside researchers to conduct the study. Lastly, the quality of data obtained in observational research is enhanced as it only depends on the effectiveness of the researcher (Beri 2008, p. 104). Although observational research seems to be a good methodology for Gold Class to use in the study, it has a few shortfalls. The main limitation of this method is the difficulty involved in observing the motivations, attitudes, and state of mind of the selected visitors.
This method may also fail to yield good results since it directly depends on the effectiveness and motivation of the researcher (Housden 2007, p. 112). The management can improve the efficacy of this method by motivating the researcher and ensuring that he/she is properly trained, and able to observe and record every detail concerning the selected visitors (Belk 2006, p. 255). Use of Self-Completion QuestionnairesThe self-completion questionnaires are another way that the management can use to assess the satisfaction of Gold Class’ customers.
The self-completion questionnaires are to be placed at a strategic point at the entrance of the cinema to attract most of the visitors. To encourage the respondents to fill and return the questionnaires at the right place, they should be given a chance to win a book of ten movie tickets that are not from Gold Class. The use of the self-completion questionnaires can assist the management of Gold Class to acquire the most accurate information from the customers. The visitors or respondents are more likely to answer the questions honestly as there is no room for the researchers to influence their responses.
The customers are also likely to give accurate information as a result of the confidentiality they will enjoy. Lastly, the method can assist Gold Class to save a significant amount of money in research as the management does not have to pay researchers to assist the customers to fill the questionnaires (Brace 2008, p. 29).