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英国Marketing Essay:伦敦动物园市场调查

时间:2018-01-31 15:31来源:www.ukassignment.org 作者:cinq 点击:
本文是英国留学生Marketing Essay范文,主要内容是真对伦敦动物园出现游客数量减少的情况,通过市场调查来分析研究以便解决此问题。
伦敦动物园以前很不错,但是现在游客数量减少了,现在正面临着问题。政府计划通过关闭动物园或更多的资金和其他东西来解决这种状况,以便它能继续下去。最近,他们举行了一次会议,决定好好研究一下,以便将来动物园能更有利可图。
动物园的经理决定告诉一个大学生做一个市场调查,以便他们能了解游客对动物园的看法以及游客想要什么。现在有很多关于动物园和动物的认识问题,一些人在问为什么他们在动物园里养动物而不是野生动物。对于动物园的管理者来说,这是一个难以解决的问题。但是动物园仍然吸引着许多来自其他国家和地方的游客。
因此,我们想谈谈他们在动物园研究中使用的问卷。
 
Introduction 简介
The London zoo was very good before but now it is facing problems because visitor number is reducing very much. The government planned to deal with this situation either by closing the zoo or supporting it more with money and other things so that it can continue. Recently, they held a meeting and decided that it is good to do a research so that the zoo can be made to be more profitable in the future.
 
The manager of the zoo decided to tell a college student to do a market research so that they can know what the visitors are thinking about the zoo and what the visitors want. Now, there are many awareness issues about zoo and about animals and some people are asking why they are keeping animals in zoo and not in the wildlife. This is a difficult question for the managers of zoo to keep. But the zoo still is attracting many visitors from other country and from local.
 
So we want to talk about the questionnaire which they used for the zoo research.
 
The questionnaire is very important document if doing research and this can be done by anybody, but those who are doing questionnaire should follow the right process in making it so that the reason for the questionnaire can be known carefully. IT is a primary method of getting data from the source. Primary methods are good as you get first experience. There are other methods called secondary method where information is taken from what had already been made (Creswell, J. 2003: 219).
 
Some things which they must consider when making a questionnaire is that (Struwig F., 2001: 89-90)
 
The questions should be simple and easy to understand so that those who answer cannot find a problem with this.
The questionnaire must be having just enough questions, not too much because, if too much, it is not good. The respondents of questionnaire are not having all time to answer.
The one making questionnaire should say why he is making it, what is purpose and who need to use it. This gives assurance to those who answer so that they know what is to be done.
The questionnaire also, must have closed questions which make the one who answer not struggle to think about answer, if it does not have close questions, then it is difficult sometime to think about the answer.
The question to be given must be very appropriate for the topic, for example in case of London zoo; they have to ask not about politics but about the zoo. This is very important to have relevant information.
It is also good to use simple language which everyone can understand and to create common understanding so that people not struggle to answer it.
Compare
This questionnaire of London zoo was made to help find problems facing the London zoo and to use it for making future plans that can solve the problems.
 
But if we look at the progress, it is seen that this questionnaire has some difference with what is best method. Like
 
This questionnaire does not tell the respondents about their confidential needs. It should say that all information given will be used carefully for the benefit of London zoo.
It is very long. The problem is that it is very long and so it is not good. Most respondents will be visitors who want to see animals and when they sit down, they want to relax not to fill questionnaire, he should. For all these questions the visitors will just rush and rush and not do anything good.
The questionnaire also is using rating method. This is not as per best practice because it needs that question to be different that so that the respondents are able to know how to do the rating.
In some areas of this questionnaire, the language used was not average and may make people to struggle to answer.
Strengths and the weaknesses of the London zoo questionnaire
This questionnaire it has some areas which are good and some which are not good. The strengths and weaknesses are in this table.
 
Strengths
It got many questions and likely to answer many answers that is wanted by the manager.
It has rating method so at analysis stage, this can be done quickly.
It asks many relevant questions about the zoo and about animals.
Weaknesses
It is very long, with more than 30 questions which make it very time consuming.
No objectives are given in the questionnaire.
Some questions are not clear, like questions 19a, b, and c about commitment. This is not clear.
This questionnaire is of bad layout and the way question is arranged it will not be very effective.
How Else to gather data
Instead of using this questionnaire, the company could use the face to face interview method in this case the one who is looking for answers could go and ask people at the zoo to say what they thing about the situation at the zoo and what can be done to solve the situation.
 
The interview method of data collection has following strengths and weaknesses
 
Strengths of interview
 
a. At interview, the people can be more willing to take part because they are just answering what they think b. The person asking question only need one paper for questions instead of maybe 1000 and this can be cheap for the process c. At interview, people can be told to explain more about what they think is the situation of the zoo and so more information is taken from them.
Weaknesses of interview
Interview may not give anyone chance to think about the situation so they can just answer anything they want which is no good.
Interviews also, time consuming because it does need to stand and wait for all answers before going to the next person.
It may need many people and can be expensive if all them must be paid salary.
The best
For dealing with the London zoo situation, the best type of method is to use the Interview, this will require a few volunteer to be trained and told to go to field and ask questions. It will not only meet those at the restaurant or those relaxing, but anyone can answer.
 
For this method to be successful, some questions to be moved and also when asking questions, the interviewers can clarify to the respondent so that they get it clearly.
 
2. IP matrix: its work and what changes be made to 9x9 matrix (Slack N., 2007: pg 76-78)
IP matrix is to help in making good importance performance decision, about managing the company or organisations. It show a grid of 9x9 where we see importance and performance on one side and the other.
 
The importance area is the area where there is need an action is taken. It this areas that we have to act. Performance also, is important. In different zones of IP matrix, there is different urgency for performance.
 
Some action is immediately to taken and others are not.
 
The IP matrix also, makes company or organisations know what it needs to remove from the list. Like anything excess is not want now and should removed complete.
 
Changes to IP matrix
The 9x9 matrix is not to be used all situations. It can not give all the good answers need in all situation. It needs changes.
 
The 9x9 matrix show different points in the graph. Some point is of need urgent action. There is need to be done fast. But others not so much do need action urgently.
 
The IP matrix for putting London zoo is to be very big. The 9z9 cannot used to put all the information. IN this London zoo, is there many overall figures and all is used so we have to be very careful.
 
The other change is about this grid. We just need to use line to draw and say all factors in one region is ok the other factor in another region is need changes. This is shown in region A and region B.
 
Items of Region A they need urgent action priority and those of B are moderate.
 
Use IP matrix
IP matrix is a tool for managers to make decisions about running the company. They see on the matrix that there are some things that need urgent action and some things which do not.
 
The managers use the matrix to decide how to approach the future so that they are in a good position to develop the organisations.
 
IP matrix can also be used as a first stage to doing a statistical evaluation like in using a method like Correlation and Hypothesis testing which are other methods which can be used.


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