MKT230 Qualitative Research Report - Mudgee

Tourism contributed to $55.3 billion to Australia's economy and employed 598,200 people, in 2016-17

Most people think of international tourists, when considering tourism. However, in Australia domestic visitors outspent international visitors by more than two to one ($82.3 billion versus $40.6 billion), with total tourism spend reaching $122.9 billion. Most importantly, 43 cents in every tourism dollar went to regional Australia.

Money spent by tourists supports a wide range of industries across the nation whether they come from Brisbane or Beijing, which in turn help to support Australia's economy overall.

Source: Tourism Research Australia (TRA). (2018). State of the Industry: 2016-17

Research Objectives

You have been appointed by an authority of local government to conduct research into how a local area (assigned at start of session) can better access the tourism market.

The objectives of research are:

Discuss three target markets for a region:

The values of these segments

• Usage of best media to communicate with each segment
• Determine what attracts tourists to their region
• Evaluate the associations people have with the region and barriers for visiting

Assignment 2 Requirements:

Background of problem

• Analyse the management decision problem and marketing research problem, research questions and information needs.
• Determine the background to the research problem for your specific region

Research design

• Evaluate the research design for this research proposal

Theory

• Determine the main approaches available for collecting qualitative data? Evaluate each of these methods.

Evaluate the process for conducting an online focus group. Discuss strategies and techniques that can be employed to improve participation.

Discuss the involvement in analysing of qualitative data?

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Moderate guide

In this current assessment, you are required to:

• Analyse in the report what research objectives you are attempting to reach through the focus group question/s.
• Produce your moderator's guide in the report's appendix
• Qualitative Data Analysis

Evaluate the information from the focus group using:

• Thematic analysis and,
• Analysis of content which is based on the themes identified in your thematic analysis with tables and graphs to highlight key points and findings.

Report Structure

• Executive Summary
• Table of Contents
• Introduction - introduction to region and research problem
• Theory
• Research Design and Approach
• Focus Group Question
• Theory
• Moderators Guide (Discussion)
• Qualitative Data Analysis
• Conclusions
• Reference list
• Appendix