Suppose you are hired by the Suwanee River Management District to conduct market

Question

Suppose you are hired by the Suwanee River Management District to conduct marketing research to develop effective marketing strategies to promote Springs in the Suwannee and Santa Fe River Basin as tourism destination. You are given a budget of $15,000 and 2 months to conduct the marketing research. Please develop a detailed research plan that includes the purpose of the research and the plan of the research.

• What is your population of interest and why?

• What data collection methods would you choose and why? Note: one could also combine various forms of data collection methods. For example, one could combine an internet survey with focus group; onsite intercepts with mail survey, etc

• How many samples/observations you are expected to collect to represent the population of your interest? How do you ensure your sample is representative of the population of your interest?

Explanation / Answer

Suwannee and Santa Fe River Basin are an important destination that attracts not only domestic consumers, but also attracts overseas tourists. It is considered as an important part of Florida that promotes Eco tourism. Thus, it has a huge scope to be a major tourist destination in Florida.
As a part of marketing research, my target population are domestic and overseas tourists who come to enjoy Eco tourism specifically. Selection of the target population is also supported by the fact that Suwannee and Santa Fe River Basin can offer what is desired by the tourist.
The purpose of the research is to identify the preferences shown by the tourist and competencies owned by the Suwannee and Santa Fe River Basin. It will help the destination to offer the best that is demanded by people.
A budget of $15000 has been allocated with a time limit of 2 months. It means that more than one method of research / data collection can be employed. My research will be a primary research that will involve exploratory research design. I will conduct primary research through three methods:
1.   The survey method involving questionnaire and talking to tourists
2.   Internet survey through emails / social media platforms
3.   Delphi methods. It will involve interaction with the experts of the industry and their views will also be given due importance
I will use stratified sampling techniques for data collection. It will involve the selection of sample size on the basis of focus group. Focus groups will be oversea and domestic tourist in different categories on the basis of nationality, gender, race and marital status / family size. It will give due importance to all the groups so that optimized responses are collected.
Further, Collected data will be analyzed using different analytical tools for different tests. Some of these tests will be as follows:
1.   Factor Analysis
2.   Multiple regression
3.   Cluster analysis
According to the analysis, results will be interpreted and it will be fortified with experts' views. Finally, recommendations will be conveyed to the concerned authorities.

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