Marketing Research - Spa Goers

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Table of Contents

Executive Summary……………………………………………………………………………....3 Background of Study……………………………………………………………………………..4
The Importance of the Project…………………………………………………………….4
The Management Decision Problems……………………………………………………..4 Research Objectives………………………………………………………………………………5 Research Methodology…………………………………………………………………………....6
Sampling…………………………………………………………………………………..6
Questionnaire Design……………………………………………………………………..6
Data Collection Method…………………………………………………………………...6 Problems Encountered During the Fieldwork Procedure………………………………...6 Cross Tabs Analysis........................................................................................................................7 T-Test Analysis……………………………………………………………………………………8 Managerial Applications…………………………………………………………………………9 Limitations and Conclusions…………………………………………………………………....10

Executive Summary

This report examines the feasibility of creating a new spa. As defined by dictionary.com, a spa is a luxurious resort or resort hotel. Though there are many different opinions on what a spa should be, we feel that after doing extensive research, and surveying people to find out exactly what they expect in a spa, we have come up with the best business model to fulfill our customers’ needs.

The purpose of this report is to provide our business backers with the information necessary for assessing the effectiveness of our business model. Again, we feel that the information contained in this report will be most beneficial to our backers. Also, after reading this report, you will be able to understand our reasoning for creating a new spa. I believe that our research objectives have been met to the fullest. Our research objectives are as follows:

To determine how often the average spa goers utilize the various services available at the spa, along with what services they feel to be most desirable. •Identify factors that would facilitate and increased client base, and facilitate the increased frequency of the current spa goers. •Examine the factors that spa goers would find most appealing to enhance our image as an industry leader. •To determine the demographic characteristics of people who frequent spas.

After reading this report you will also be able to understand:

1.)The importance of the project
2.)Management decision problems
3.)Research objectives
4.)Research Methodology
a.Sampling
b.Questionnaire Design
c.Data Collection Method
d.Problems Encountered during the Fieldwork Procedure
5.)Analysis of Data
6.)Managerial Implications
7.)Limitations of Study

We feel that after reviewing our report, you will find that we plan to do whatever it takes to establish ourselves as a market leader. We also feel that we have done the best job possible to make the greatest profit for our backers. We hope that you enjoy the report and chose to do business with us in the near future.

Background of the Study

A.)The Importance of the Project

Today, spas are one of the leading forms of therapy. This ranges from a day to pamper yourself to actually getting physical rehabilitation programs. Massage therapy has also proven beneficial for many chronic conditions, including low back pain, arthritis, bursitis, fatigue, high blood pressure, diabetes, immunity suppression, infertility, smoking cessation, depression, and more. And, as many millions will attest, massage also helps relieve the stress and tension of everyday living that can lead to disease and illness. The company’s target markets are middle or higher class.

The new spa will provide superior service and the optimum experience in the area. We have used the information that we have obtained through surveys and data analysis through SPSS to develop an effective business model. We have found that in order to develop an effective business plan related to the 4Ps in the area of product, atmosphere, location, and pricing compared to the other...
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