Unit 5 - Marketing Travel and Tourism Products and Services
P4 - Plan, design documentation and conduct a market research
M3 - Explain how the plan and documentation contributed to meeting the market research objectives
Unit 5 – Marketing
P4 – Plan, design documentation and conduct a market research
M3- Explain how the plan and documentation contributed to meeting the market research
objectives
In this assignment I am going to plan and design a market research activity.
Plan
I am working for Thomas Cook Club 18 to 30’s. I have conducted a market research plan to try and find out
what my target group (ages 18 – 30) idea of a perfect holiday is.
The method of market research I am going to use is an online questionnaire created on
https://www.freeonlinesurveys.com. I will produce 10 questions to help me find the answers to my
objectives.
My objectives are finding out whether 18 – 30’s is more popular to 18-25 year olds or 26-30 year olds and
how many of them are students, my other objectives are how many holidays they take a year, how much
they are willing to spend, what activities they like to take part on holiday and where they’re perfect
destination would be. I also wanted to find out whether or not other companies had conducted similar
results and to find out whether their results were similar to mine.
My target group is ages 18 – 30. I will produce the questionnaire on the social media website known as
Facebook. This is because mostly of the people on my friends list are in this age range and social media is
extremely popular.
Design
As mentioned I used https://www.freeonlinesurveys.com to create an online questionnaire, here is what it
looked like and what questions I used.
, Ciara Holmes – Travel and Tourism
Primary Research
My market research questionnaire was very successful. In less than a day 53 people took part in my survey
that I conducted on Facebook. Here are some graphs and percentages as to what people thought.
I set myself the objective of targeting my market research plan to 18-30 year olds. The reason why I used
social media to conduct as survey rather than handing out a paper questionnaire to random members of
the public is because I knew most of my friends were aged 18-30 which is my target group. I also knew that
most of them are students. By putting it on social media also enabled it to be shared with others. My
friends who are students were also able to share it with their friends who are students. Because I knew
where I could find my target market made things a lot easier for me, it saved getting anomalous results
which would have made the statistics hard to work with. This is proof that I have segmented my market
well.
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