Research report
Business/ Marketing problem
Our client MUSAC is interested in the reasons to why student membership has been declining over the past two years. We have been contracted to investigate a number of likely reasons to the business/marketing problem and recommend desirable courses of action that could be taken by management.
Summary of Qualitative research
Previous qualitative research conducted suggested that there was a lack of awareness and knowledge among off campus living students in relation to the MUSAC promotional activities, particularly in terms of membership offers and student discounts. Research also suggested that regular gym goers had problems with the space and equipment standards in the weight room.
We resolved from our qualitative research that we need some clear measures of how, when and what students are informed/offered in relation to the sports and aquatic centre, and their overall perceptions of the facilities.
Research question
We want to know what proportion of Macquarie University students are aware of MUSAC gym, and their perceptions towards it?
Sub questions Which students are more aware of MUSAC gym facilities and membership? On campus living students, or off campus living students?
Is there a relationship between students who are not aware of MUSACS membership offers and declining membership?
Which students are more likely to be a member of another gym? On campus living or on campus living?
What perceptions do students have of the facilities & equipment at MUSAC?
Information needed
Promotional and advertising awareness of MUSAC among students. This will help us decide what promotional and advertising strategies need to be changed among the student body to create more awareness for our population of interest.
Student’s perceptions of MUSAC equipment/facilities. This will help us determine what needs to be changed in order to satisfy the students work out experience.
Key Constructs
Our client MUSAC is interested in the reasons to why student membership has been declining over the past two years. We have been contracted to investigate a number of likely reasons to the business/marketing problem and recommend desirable courses of action that could be taken by management.
Summary of Qualitative research
Previous qualitative research conducted suggested that there was a lack of awareness and knowledge among off campus living students in relation to the MUSAC promotional activities, particularly in terms of membership offers and student discounts. Research also suggested that regular gym goers had problems with the space and equipment standards in the weight room.
We resolved from our qualitative research that we need some clear measures of how, when and what students are informed/offered in relation to the sports and aquatic centre, and their overall perceptions of the facilities.
Research question
We want to know what proportion of Macquarie University students are aware of MUSAC gym, and their perceptions towards it?
Sub questions Which students are more aware of MUSAC gym facilities and membership? On campus living students, or off campus living students?
Is there a relationship between students who are not aware of MUSACS membership offers and declining membership?
Which students are more likely to be a member of another gym? On campus living or on campus living?
What perceptions do students have of the facilities & equipment at MUSAC?
Information needed
Promotional and advertising awareness of MUSAC among students. This will help us decide what promotional and advertising strategies need to be changed among the student body to create more awareness for our population of interest.
Student’s perceptions of MUSAC equipment/facilities. This will help us determine what needs to be changed in order to satisfy the students work out experience.
Key Constructs