affect their overall satisfaction with the casino To investigate the difference

Affect their overall satisfaction with the casino to

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affect their overall satisfaction with the casino To investigate the difference in satisfaction across customers of different socio-demographic groups To investigate the difference in satisfaction across customers of different consumption profile (e.g., casual vs. frequent gamblers; local vs. international gamblers) 44 To illustrate this graphically, 45 Customer satisfaction at Crown Experience with service Type of gaming Socio‐demographic segments Consumption profile Key Drivers / Compo nents
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Lecture 1 16 Examples of MRP components Over-arching statement : To identify and investigate the key determinants of members’ usage of the Caulfield fitness center Components To study the relationship between members’ attitude towards health and fitness and their usage frequency of the center To investigate the relationship between members’ awareness of the center’s facilities/programs and their usage rate of the center To investigate the difference in usage frequency across demographic groups 46 Characteristics of the MRP Asks what information is needed and how it should be obtained Information oriented (focus on understanding) Focuses on the underlying causes Clearly defined and articulated Can be answered by testing each RQ and H 47 How do we go about formulate MRP? (i.e., where to find the key underlying issue and its main drivers) Out there in the real world Understanding the industry Iterative process – working closely with clients or industry experts In this unit Secondary data – what other people have said about the topic (week 3) Think about different elements of the business on which the customer attitude/behavior in question is based on (E.g., Services? Product?) Think about how the said customer attitude could vary across different group of customers (and what are the groupings) 48
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Lecture 1 17 Structurally, Marketing Research Problem (MRP) consist of two things Overarching statement A broad summary of your overall research goal (often, this is the main underlying issue you are trying to understand) Specific components Focus on the key aspects of the MRP and provide clear guidelines on how to proceed further ( Often this is about different types of determinants/drivers of the focal issue) 49 There is not a single “right” MRP, as long as they are sensible and appropriate for the research context The next step is to develop research questions (RQ) and hypotheses on the basis of your MRP’s components It gets a bit technical and we will discuss it next week 50
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