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MKMR303 Marketing Research

tag 0 Download 8 Pages / 1,831 Words tag 17-04-2021
  • Course Code: MKMR303
  • University: Kent Institute Australia
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  • Country: Australia


Assessment Description:

Required: Students will be required to write a Market Research survey ono the cruise industry in Australia and to use the format below.

Australian cruising has had a record-breaking run, reaching its target of one million local cruise passengers in 2016 to become the world's fastest-growing passenger market.

More than one million Australians (4.2 per cent of the national population) took a cruise holiday in 2017. This is the world's largest share per population and the first time any region has surpassed four per cent, according to Cruise Lines International Association's latest industry report.

The 2017 Cruise Industry Source Market Report released this week shows Australia now tops the world for market growth and penetration, with no sign of the love affair waning.

The percentage of Aussies who choose to spend their holidays cruising has surpassed North America, taking Australia to world No.1 for cruises per capita.

The astounding growth is attracting more, bigger and better ships Down Under.

A record number of ships will be based in Australia for the 2017/18 seasons including some of the biggest ships in the world, courtesy of companies including P&O, Princess, Carnival, Royal Caribbean International and Celebrity Cruises.

The Ovation of the Seas is the biggest ever ship based in Australia.

Task 1: Conduct desk Research 

Consider cruise industry’s environment, conduct a desk research about the main forces in the macro environment facing cruise travel industry companies.  Based on your research prepare a report. Your report should cover the following information:

a) Background of the research
b) Forces in the macro environment
c) Sources for collecting information
d) Collection tools and methods
e) Identify all ethical and legal principles to be considered when collecting information.
f) Initial research findings about macro environment (discuss about the opportunities and threats )

Task 2:  Develop research methodology recruit respondents and analyse research information

A huge cruise company wants to choose Australia as its new destination. In order to study the market, the management wants to undertake a market research about leisure cruise industry in Australia. The company wants to collect information about passengers on travel for business and holiday, factors influencing passengers when selecting an airline, and factors influencing the increase in cruise travel in Australia.

a) What is the objective of your research?
b) How you will go about finding information?
c) What methods you will use to collect information?
d) How will you identify respondents to collect data?
e) What factors you may consider when selecting respondents to collect data?
f) How will you ensure that your data is valid and relevant quality of data) ?
g) Summarise your data by using appropriate techniques( mean, median, mode, percentile, range, standard deviation etc) .
h) What type of analysis will you undertake?
i) Interpret your information with statistical tables

Task 3:  Prepare a research report

Based on your research prepare a ‘research report’ :

(1) Create a title and subheadings

(2) Ensure your introduction clearly identifies the issues

(3) Categorise your aggregate data and information relevant to research objective

(4) Detailed of data analysis

(5) Give an overview of your findings , the main points and supporting arguments in the body of the report

(6) Recommendations

(7) Recommendations for future research

Your assignment report must include:

It is envisaged that individual student will use resources outside the Institute’s library in researching the report.

Appropriate facts and figures on market size; market share and market growth must be included, as well as any relevant secondary data on consumer preferences, trends and the market.  It is essential to avoid general, unsupported statements and or unreferenced material.  

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Total 8 pages

Cite This Work

To export a reference to this article please select a referencing stye below:

My Assignment Help. (2021). Marketing Research. Retrieved from

My Assignment Help (2021) Marketing Research [Online]. Available from:
[Accessed 05 October 2022].

My Assignment Help. 'Marketing Research' (My Assignment Help, 2021) <> accessed 05 October 2022.

My Assignment Help. Marketing Research [Internet]. My Assignment Help. 2021 [cited 05 October 2022]. Available from:

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