MKTG8005: Applied Marketing Research - Report Writing - Marketing Assignment Help

Assignment Task:

Scenario for ASI3 MKTG8005 

Tourism is one of the world’s largest and competitive industries. The problem with the tourism industry is that consumers usually go to a destination once as they usually wish to see more places rather than giving repeat visits to the same location. As such, many of managers design special events1 to ensure customers have a unique experience and as a result of having a superior experience, they cast positive words offline and online. A senior manager of a special event who wants to target high-end consumers thinks about designing a special event that communicates prestige and wellbeing because the assumption is wealthy people look for prestige and have higher perceived wellbeing. This manager wants to know if prestige and perceived wellbeing can stimulate consumer involvement in the special event to enhance their overall special event experience. Further, this manager wants to know if the experience of customers really improves positive word of mouth and their social media engagement. Finally, the manager wants to know if female customers involve the special event differently from male customers. This manager designed the below research model and asked his marketing research department to collect data to address these issues. As a part of the team, you have to analyse the data premised on hypothetical relationships the senior manager has developed and report the findings to him. The senior manager expects you to provide him with a brief outline of what was done with the data and why. Further, he expects to have the results presented in a format that he can simply understand. He also wishes to have some recommendations on how to act based on findings.

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