Sample of Research Proposal

Topics: Marketing, Scientific method, Social network Pages: 3 (1070 words) Published: April 28, 2011
Research Topic:
The title of this graduation project (MGT400) will be university/college student’s perception towards fitness service in Klang Valley. Problem Statement:
Long ago, fitness clubs used to be a place where people make visit solely for the purpose of health improvement and nothing more. However, such purpose is no longer valid anymore in today’s dynamic world. In fact, many of the people today, primarily the young adults, are patronizing fitness clubs in a group of friends instead of being alone. In conjunction with that it is also within observation that many young adults are also taking the advantage of fitness clubs as a place to expand their social networking activities rather than just sticking solely to health improvement purpose. And this may be the reason why some of the leading fitness club operators are enhancing their recreational, lounge and entertainment facilities, making these as tools to draw attention, and thus, build interest on potential prospects. These players include Fitness First and True Fitness. For that, such change of behavior or culture towards fitness service by people of today can be potentially a “golden opportunity” for these players to tap into new market comprised of different purpose in the business perspective. However, such change maybe a threat if no appropriate action is taken to encounter this change. This explains why this research can be potentially valuable to the fitness club operators. As mentioned earlier, the change of perception towards fitness service/club purpose primarily concerns of the young adults. And considering the limitations in terms of monetary aspect and the reach of young working adults, the target population of this research would be university/college students, at the age of 18- to 23-year-old. Majority of the fitness clubs in Malaysia are concentrated within Klang Valley. Secondly, such change of perception took place in Klang Valley, a place where busy young working...
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