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MRKT19038 Marketing Research

tag 0 Download 10 Pages / 2,282 Words tag 19-07-2021


You are a Marketing Officer working for Royal Caribbean International. Your bosses need to know if the products they are offering on their New Zealand ‘Explorer of the Seas’ Cruise experience are meeting the needs and preferences of their guests. Royal Caribbean International want to achieve a five star customer satisfaction rating with the aim of becoming the best cruise line in the South Pacific region. Key aspects of the cruise experience include:

  • Ports of call
  • Shore excursions
  • The ship itself
  • On-board activities (entertainment, pool, kids’ activities, seminars, spa, bars, dance lounge, etc.)
  • Dining options (range, food quality, service quality, etc.)
  • Rooms (cleanliness, quality, noise, bed comfort, bathrooms, etc)
  • Whether people would recommend the cruise to others or whether they would return themselves

You decide to undertake a marketing research project and need to produce a marketing research plan. The plan must contain the following:

  1. Introduction: A short introductory background to Royal Caribbean International .
  2. Research objectives: The research objectives of the report. You can come up with your own research objectives.
  3. Literature review: about guest satisfaction and behavioural intentions in cruising.
  4. Sampling plan to survey guests.
  5. Questionnaire: Design a questionnaire that addresses your research objectives . Use your creativity by using different measurement scales such as workhorse scales. You are welcome to use free questionnaire design websites to design your survey. Marks will be allocated for presentation. Questions shouldaddress reliability and validity issues.
  6. Administration: Explain the administration plan for the survey.
  7. Ethical considerations: Recommend ethical considerations for the research you will conduct.
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