HUELLA CASE: SAMPLE RESEARCH PAPER
RESEARCH PROPOSAL
INTRODUCTION
Huella Hong Kong online travel site a part Huella Online Travels (Founded in 1999 in Kuala Lumpur, Malaysia) was launched in 2000 mainly targeting travelers in Hong Kong and Macau. Market intelligence and industry reports showed that Huella's market share in Hong Kong was only 4% and was not picking up with comparable speed as in other Asian regions.
Jenny Leung, marketing and market research manager for the Hong Kong office approached Market Sense to conduct a study on the Hong Kong Market. The following research proposal was prepared after several face to face and telephone conversations.
OBJECTIVE(s)
Find out internet usage amongst travelers and for what purposes.
To educated customers about Huella Hong Kong Online travel, creating brand awareness.
Educating travelers about safety of booking flights and making travel arrangements through the company website.
Change the brand Image of the company from an immature thrill seeker to that of being trustworthy and user friendly.
METHODOLOGY
A quantitative approach will be utilized to meet the objective highlighted in the proposal. A detailed questionnaire will be developed with company feedback and the participants in the survey will be approached via multiple methods.
50% of the survey will be online, presented to people visiting the company websites, and few other commonly accessed tourism sites.
30% of the sample population will be approached via telephone. The names will be obtained from sites offering information on frequent travelers.
20% of the questionnaires will be more focused towards businessmen and youth, We might target 10% of the questionnaires to specific business clients that deal with Huella Hong Kong regularly and the other 10% to young travelers . Young travelers could be recently married couples or graduating students taking a break after completing education. SAMPLING
The target population shall include people from the age group 18-75. A
INTRODUCTION
Huella Hong Kong online travel site a part Huella Online Travels (Founded in 1999 in Kuala Lumpur, Malaysia) was launched in 2000 mainly targeting travelers in Hong Kong and Macau. Market intelligence and industry reports showed that Huella's market share in Hong Kong was only 4% and was not picking up with comparable speed as in other Asian regions.
Jenny Leung, marketing and market research manager for the Hong Kong office approached Market Sense to conduct a study on the Hong Kong Market. The following research proposal was prepared after several face to face and telephone conversations.
OBJECTIVE(s)
Find out internet usage amongst travelers and for what purposes.
To educated customers about Huella Hong Kong Online travel, creating brand awareness.
Educating travelers about safety of booking flights and making travel arrangements through the company website.
Change the brand Image of the company from an immature thrill seeker to that of being trustworthy and user friendly.
METHODOLOGY
A quantitative approach will be utilized to meet the objective highlighted in the proposal. A detailed questionnaire will be developed with company feedback and the participants in the survey will be approached via multiple methods.
50% of the survey will be online, presented to people visiting the company websites, and few other commonly accessed tourism sites.
30% of the sample population will be approached via telephone. The names will be obtained from sites offering information on frequent travelers.
20% of the questionnaires will be more focused towards businessmen and youth, We might target 10% of the questionnaires to specific business clients that deal with Huella Hong Kong regularly and the other 10% to young travelers . Young travelers could be recently married couples or graduating students taking a break after completing education. SAMPLING
The target population shall include people from the age group 18-75. A