Marketing Research Report Final

7/28/2019 Marketing Research Report Final

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MarketingResearch

ReportKiidz Clubhouse Research

[Systematic Group of Research is a team of research asked to carry out a research project

for Kiidz Clubhouse.]

5/18/2013

Systematic Group Member:

4221575 Adli Hafiz b Abdilah

4230191 Muhd Najib b Abdul Rahim

4237161 Elwyn Ting Wei Kang

4238192 Yap Min Chuen

4238532 Fong Yung Wei

4220242 Gregory Goh Cho Kiong

4234782 Bong Kee Tat


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Marketing Research Report 2013

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1 Table of Contents1 Table of Contents ............................................................................................................................ 1

2 Executive Summary ......................................................................................................................... 2

3 Introduction .................................................................................................................................... 3

4 Research Problem Question ........................................................................................................... 4

4.1 Research problem question: ................................................................................................... 4

5 Research Objective ......................................................................................................................... 4

6 Research Design and Methodology ................................................................................................ 5

6.1 Rule of Thumb ......................................................................................................................... 5

6.2 Pilot Testing ............................................................................................................................. 5

6.3 Quantitative Data Collection ................................................................................................... 6

6.4 SPSS Statistical Analysis Computer Program .......................................................................... 6

7 Result Analysis ................................................................................................................................ 7

7.1 Section A: Demographic Data Collection ................................................................................ 7

7.2 Section B: Satisfaction of Parent to Kiidz Clubhouse Services ................................................ 8

7.3 Section C: Selection of Choices and Price Consideration ........................................................ 9

7.4 Fees the parent willing to pay ............................................................................................... 10

8 Issues and Recommendations ...................................................................................................... 11

9 Limitations..................................................................................................................................... 13

10 Conclusion ................................................................................................................................. 13

11 Appendices ................................................................................................................................ 14


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2 Executive SummaryThe Purpose of this report was to show that how the data was collected through a certain set

of data collection skills. The report research about the parent views on the question asked

from the problem statement inside the report. The parent was specified to the user of Kiidz

Clubhouse and to add the number of the respondents needed, we also choose the parents who

are located in the Plaza Merdeka during the questionnaire hands out.

The major finding is that, most of the parent preferred the After School Care service for Kiidz

Clubhouse to offer. We also asked the parent about the satisfaction of using Kiidz Clubhouse

service as a whole to them and this was includes in the report below.

While it was clear that our hypothesis from the start was right which the parent preferred the

After School Care service, we cannot predict the fees which the parent are willing to pay for

the service. Thus, we had concluded all the important finding the result taken below.


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3 IntroductionSystematic Group of Research is a team of research asked to carry out a research project for

Kiidz Clubhouse. The research group are employed to attract more clients for Kiidz

Clubhouse and as a result increase the profitability of this company. This group is made up

from the student in the Marketing Research Subject namely HBM221N, in Swinburne

University of Technology Sarawak Campus.

With the highly competitive nature of kids play centre, and increasing number of the service

provider in Kuching Town, Kiidz Clubhouse is called to increase their efficiency of service to

attract more customers compared to other service providers. In return, it will have asustainable business to support the company making profit every month.

Like every other kid play centre, they had a problem to attract more loyal customers to their

kids centre. They also need to discuss how the kids centre can give the best and the most

attractive service with the affordable fees to keep in mind. Thus, the research group are given

two choices of problem to be solved in the Marketing Research Report.

The first problem is, How to increase the profits on weekdays and the other one is

Choosing between Day Care and After School Care Service to be provided by Kiidz

Clubhouse. After agreeing with the other research group member, we look forward to select

the best selection for Kiidz Clubhouse between Day Care and After School Care Service.

The specific problems and objective, research framework, scope and limitation and

conclusion will be further explained in this report. At the end of this study, further analysis,

interpretation and conclusion of the finding will be discussed.


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4 Research Problem QuestionThis research study aims to answer the following issues:

4.1 Research problem question:1. Which is the best option for Kiidz Clubhouse to offer to future customer between the

Day Care Services and After School Care Services?

1. What types of parent prefer the Day Care services and the After School Care service?2. How much the fees should be charge for either one of the care service?

5 Research ObjectiveThe Objectives of this project were broken down into several key factors that set the scene for

the purpose of this study. In order to answer the research question, the following objectives

were established:

1. To determine the best option for Kiidz Clubhouse either to provide the Day CareService or the After School Care Service.

2. To determine the type of parent the Kiidz Clubhouse should focus during selecting theservices.

3. To determine how much the parents are willing to pay for either one of the service.


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6 Research Design and MethodologyThis study was made to describe the best option for Kiidz Clubhouse to choose a service from

two services. This project consisted of Descriptive research conducted through a survey of all

70 parents. A structured questionnaire survey design was used because it was a convenient

and inexpensive way to collect the data that was needed. The questionnaire consist of three

section with the first section is nine demographic questions. Meanwhile, the second section is

the seven questions about satisfaction of customer to Kiidz Clubhouse services and lastly, the

third section contains the price consideration survey which had 6 questions.

6.1 Rule of ThumbAccording to the rule of thumb in determining the sample size, the number of the respondent

that we should include in our statistic is around 72. Since our group consist of seven

members, it is convenient for us to divide the questionnaire to 10 respondents each. Thus, we

came up with 70 questionnaire script answered by parent in Plaza Merdeka.

6.2 Pilot TestingBefore handing out the actual questionnaire to public, we had tested the questionnaire to three

random persons to give feedback about the layout of the questionnaire. This is important so

that it does not have any error in the questionnaire or double barrel question, and to check

whether the question is relevant. Before doing the pilot testing, we did not put any

Demographic question and after realising the mistake, we did put them inside the

questionnaire. We had also removed the screening question which we put it in at the first

time. This is because, we will distribute the questionnaire to people who have heard or using

the Kiidz Clubhouse and have children under the age of 12, thus, this screening question will

not be useful.


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6.3 Quantitative Data CollectionWe agree to use a quantitative data collection by choosing the questionnaire. The

questionnaire survey was distributed to the parents who are in using the Kiidz Clubhouse

during our questionnaire handing out. However, there is not enough number of parents to

achieve 70 respondent and we had to conduct questionnaire survey to the random parent who

are in Plaza Merdeka itself that have children under the age of 12 and also knows about Kiidz

Clubhouse. Each question on a returned survey was verified to be answer completely and

correctly.

6.4 SPSS Statistical Analysis Computer ProgramThe statistical methods used to analyse the data were obtained through the SPSS Statistical

Analysis Computer Program. Through the use of the SPSS program, frequency and cross

tabulation data was generated reflecting the result of the survey.


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7 Result AnalysisData Analysis

7.1 Section A: Demographic Data CollectionBased on the data from the questionnaire, we come to the following analysis.

Out of the total respondents, 30 of them or 42.9% are male, 40 of them or 57.1% are female.

Most of them are from 20-29 years old age group, followed by 30-39 and 40-49 years old,

which is represented by 51.4%, 40.0% and 8.6% respectively.

We have the most number of respondents for Malay, followed by Chinese, local bumiputera,

international and Indian, which is equivalent to 40.0%, 37.1%, 12.9%, 5.7% and 4.3%

respectively.

42.957.1

Gender

Male

Female

4051.4

8.6

Age Group

20-29

30-39

40-49

40

37.1

4.3

12.95.7

Ethnic

Malay

Chinese

Indian

Local Bumiputera

International


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We found out that most of our respondents are from private sector, followed by public sector,

self-employed and housewives, which are represented by 45.7%, 22.9%, 20.0% and 11.4%

respectively.

Out of 70 respondents, 14 of them earn less than RM2000, 27of them are earning between

RM2000-RM4000, 12 respondents earn RM4001-RM6000 and the rest earn more than

RM6000. So, most of them are earning between RM2000-RM4000, followed by more than

RM6000, less than RM2000 and RM4001-RM6000, which is represented by 38.6%, 21.4%,

20.0% and 17.1% respectively.

7.2 Section B: Satisfaction of Parent to Kiidz Clubhouse ServicesSatisfaction Variables Mean

Kiidz Clubhouse is a safe place for kids 5.6

Environment in Kiidz Clubhouse is clean for kids 5.53

Workers in Kiidz Clubhouse are professional 5.51

Kiidz Clubhouse provides quality facilites as advertised 5.47

The location of Kiidz Clubhouse is ideal 5.2

You would continue to choose Kiidz Clubhouse services in the future time 5.44

You would recommend Kiidz Clubhouse services to other parents 5.6

22.9

45.7

20

11.4

Occupation

Public Sector

Private Sector

Self Employed

Housewife

20

38.6

17.1

24.3

Income

Less than RM2000

RM2000-RM4000

RM4001-RM6000

More than RM6000


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From the analysis, we found out that our respondents are satisfied with the Kiidz Clubhouse.

They show satisfaction with the safety, cleanliness, professionalism of the workers, facilities,

location of the place, with an average mean of 5.20-5.60 for a full satisfaction marks of 7.

They would continue to choose Kiidz Clubhouse for their kids and recommend it to other

parents.

7.3 Section C: Selection of Choices and Price Consideration

From the survey, 32 out of 70 respondents are found to spend less than RM150 for each child

including day care service, 21 of them spend between RM150-RM300 and the rest spend

more than RM300.

Besides, most of the respondents are rating neutral, together with slightly disagree or agree to

the reasonability of the fee offered to customers with the services provided.

46.4

30.4

23.2

Money Spent for One Child

Less than RM150

RM150-RM300

More than RM300

1.4 4.3

24.3

22.9

24.3

18.6

4.3Are the Fees Comparable to Service

Provided?Strongly disagree

Disagree

Slightly disagree

Neutral

Slightly agree

AgreeStrongly agree


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From the figure above, the respondents agree that Kiidz Clubhouse needs to make extra

advertisement on their services provided. This can be shown by 77.1% of all the respondents

rate either slightly agree, agree or strongly agree.

61.4% of respondents show that they would like Kiidz Clubhouse to have after school care

service, compared to 30.0% of respondents who want day care service.

7.4 Fees the parent willing to payWe have also got a mean of RM224 per month for the amount that the parent to pay for the

After School Care service.

4.3 7.111.4

27.127.1

22.9

Does an Extra Advertisement Necessary?

Disagree

Slightly disagree

Neutral

Slightly agree

Agree

30.4

62.3

5.8 1.4

Selection of Preferred Care Service

Day care service

After care service

Both

None


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8 Issues and RecommendationsOut of 70 respondents, we have found out that most of them chose After School Care

Services. This might be because of the most respondent age group of the parent are from the

30-39 years old and should have the children the age of around 7-12. Thus, these kids are in

the school during morning time and the parent only concerned about their kids after they

finished their school. So, most of them preferred this service so that their child are always in

good place.

After the parent finished doing their questionnaire, we personally asked them about the

problem faced if they choose to send their child for after school care service. Majority of theparent spoke about the transportation issue since most of the parents are working. In our

statistic, less than 2% of the respondent did not choose either of the services proposed since

she is a housewife. So, we can conclude that the After School service was mostly preferred

by the correct type of parent which is the working parent and the Kiidz Clubhouse should

focus on this type of group.

We recommend the Kiidz Clubhouse to provide a shuttle bus to pick up the children from

their school or kindergarten to Plaza Merdeka. They also can charge for this service and

adding to their income. Moreover, Kiidz Clubhouse can make cooperation to selected

kindergarten so that they can give a discount for those registered under the respective

kindergarten. By doing this, they not only can achieve more customer, but also can attract

more future customer from the same kindergarten.

According to the survey, more than 77% of respondent are at least slightly agree for Kiidz

Clubhouse to make an extensive advertisement, not only in Plaza Merdeka but outside the

place also. We think that the most suitable places for them to do advertisement are the

kindergarten or near to primary school.

For the survey, we need to allocate more day time for distributing the questionnaire to avoid

long hours waiting at the Kiidz Clubhouse. We also cannot rely on the parent at the Kiidz

Clubhouse only to get an accurate survey of the service provided. We know that the number

of respondent cannot reflect the real situation to how the Kiidz Clubhouse operated but we


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cannot asked the respondent from outside the Plaza Merdeka as we cannot ensure all of the

parent heard of the Kiidz Clubhouse. If we do that, the survey will be unfair to those who

heard and also using the services.

Finally, we request from Kiidz Clubhouse to state which is the time for highest number of

parent coming to Kiidz Clubhouse so that we can collect data only from the group of people

using the Kiidz Clubhouse Services. We are fortunate to have come on the correct time to

Kiidz Clubhouse where they were lot of parent going in and out of the Kiidz Clubhouse

because they are having parties. So, we managed to get high number for parent using the

Kiidz Clubhouse and get the most accurate data for them.


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9 LimitationsFirstly, our main drawback must be from the low number of parents who are using the Kiidz

Clubhouse as compared to the number of parent who only heard of the service but never used

them. We cannot achieved the objective to get all 70 of the respondent from the Kiidz

Clubhouse customer but instead using a number of outside parent who did not use the service.

Next, we had face problem from the non-cooperating parent who did not want to be surveyed

about the Kiidz Clubhouse. The factor maybe because of the limitation of time they had in

the Plaza Merdeka. In addition, we also have the un-cooperating children, where they were

crying to go home and made the parent feel guilty to leave them only to answer thequestionnaire. These two problems were not only faced by us but other group also.

We also had limitation of the time for survey which we only limited ourselves to hand outs

the questionnaire in one day only. We chose to distribute the questionnaire on Saturday as we

think there will be many parent coming to Plaza Merdeka especially the Kiidz Clubhouse.

Luckily, our prediction was correct as we get more than 40 parents who are using the Kiidz

Clubhouse from afternoon to the evening. We also had to set some of our member at the

Parkson and the Food Court to achieve the 70 respondent to our questionnaire.

The last limitation of our research study was some of our members have low confidence in

communication to the respondent. This also made our questionnaire hands out spend more

time than we should. I hope that in the future, we can be more confidence when

communicating to the prospective respondent.

10ConclusionIn conclusion, all our problem questions had been answered. The objective of this study also

been achieved. We acquired the answer to the problem statement by doing a descriptive

nature based report. We also choose the quantitative data collection and managed to collect

almost accurate statistic. Thus, we believe that the best choice of service for Kiidz Clubhouse

to provide is the After School Care Service according to the data collected.


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11Appendices

Borang Soal Selidik

Survey Questionnaire

Tuan/Puan,

Kajian ini dijalankan untuk mengkaji sama ada Kiidz Clubhouse perlu membuka sebuah pusat

jagaan harian pada hari-hari minggu dan jenis perkhidmatan yang diperlukan oleh ibu bapa untukmenghantar anak-anak mereka ke pusat jagaan harian.

Sila jawab SEMUA soalan dalam borang soal selidik ini dan kembalikannya kepadapenyelidik. Masa yang diambil adalah tidak melebihi 15 minit untuk melengkapkan borang soalselidik ini.

Sila ambil perhatian bahawa kesemua jawapan adalah sulit dan data agregate sahaja yangakan digunakan dalam analisis. Maklumat dan identiti anda akan dirahsiakan. Anda mempunyai hakuntuk tidak turut serta atau menghentikan penyertaan anda pada bila-bila masa.

Maklumat yang diperolehi akan digunakan sebagai data agregate dalam penganalisisan kajian

ini. Data yang dikumpul akan disimpan dengan selamat dan hanya boleh dicapai oleh penyelidiksahaja.

Terima kasih kerana meluangkan masa dan memberi kerjasama baik untuk menjawabkansemua soalan.

Dear Sir/Madam,

This survey is carried out to study whether Kiidz Clubhouse should open a daycare center onthe week days and what kind of services must be provide when parents send their children over to thedaycare center.

Kindly answer ALL the questions in the questionnaire and return it to the enumerator. Itshould take you not more than 15 minutes to complete the questionnaire.

Please note that all responses are confidential and only aggregate data is used in the analysis.Your confidentiality and anonymity is assured. You have the right to not participate or to discontinueyour participants at any time.

The information gathered will be used as aggregate data for analysis purposes in this study.Data gathered will be stored safely and can only access by the researchers only.

Thank you for lending us some of your time and your assistance in completing this survey.

Penyelidik / Researchers: Team Systematic, Swinburne University of Technology, Sarawak Campus.


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Bahagian A / Section A: Soalan Demografik / Demographic Question

Pernyataan / Statement Jawapan /Answer

Apakah jantina anda? /What is your gender?

Lelaki /Male

Perempuan /Female

Berapakah lingkungan umur anda? /What is your group age?

20-29 30-39 40-49

Apakah bangsa anda? /What ethnics you come from?

Di mana anda dibesarkan? /Which city are you from?

Di mana anda tinggal sekarang? /Which area do you live now?

Apakah pekerjaan anda? /What occupation do you do?

Berapakah jumlah pendapatan bulanan keluargauntuk sebulan? /

Family household income per month?

Less thanRM2000

RM2000-RM4000

RM4001-RM6000

Morethan

RM6000

Adakah anda mempunyai anak berumur bawah 12tahun? /

Do you have kid/kids below the age of 12?

Yes No

Pernahkah anda melawat dan menggunakan servis diKiidz Clubhouse? /

Have you visited and used the service serve at the

Kiidz Clubhouse?

Yes No


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Bahagian B/ Section B: Kaji Selidik Kepuasan Hati Ibu Bapa Terhadap Servis Yang Disediakan

Oleh Kiidz Clubhouse. / Satisfaction Of Parent On The Service Provided By Kiidz Clubhouse

Survey.

Tandakan () pada skala 1 hingga 7, bagaimana anda menilai pernyataan-pernyataan di bawah/ Tick

() on a scale of 1 to 7, how would you rate on the following statements?

Pernyataan/ Statement

Sangat Sangat

tidak Setuju/setuju/ StronglyStrongly Agree

Disagree

Kiidz Clubhouse merupakan satu tempat yang selamat

untuk kanak-kanak. /

Kiidz Clubhouse is a safe place for kids.1 2 3 4 5 6 7

Persekitaran dalam Kiidz Clubhouse adalah bersih untuk

kesihatan kanak-kanak./The environment in Kiidz Clubhouse is hygience for kids

health.1 2 3 4 5 6 7

Pekerja dalam Kiidz Clubhouse adalah profesional. /Workers in Kiidz Clubhouse are professional. 1 2 3 4 5 6 7

Kiidz Clubhouse kemudahan yang berkualiti seperti yangdiiklankan. /

Kiidz Clubhouse provides quality facilities as advertised.1 2 3 4 5 6 7

Lokasi Kiidz Clubhouse adalah sesuai untuk ibu bapa./The location of Kiidz Clubhouse is ideal for the parents. 1 2 3 4 5 6 7

Anda akan terus memilih perkhidmatan Kiidz Clubhousepada masa akan datang./

You would continue to choose Kiidz Clubhouse services

in the future time.1 2 3 4 5 6 7

Anda akan mengesyorkan perkhidmatan Kiidz Clubhousekepada ibu bapa lain./

You would recommend Kiidz Clubhouseservices to other

parents.

1 2 3 4 5 6 7


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Bahagian C/ Section C: Kaji Selidik Terhadap Pertimbangan Harga Melalui Pendapatan

Bulanan Keluarga Dan Diskaun Yang Diberikan. / Price Consideration Through Household

Income And Discount Given Survey

Tandakan () pada skala 1 hingga 7, bagaimana anda menilai pernyataan-pernyataan di bawah?

Kecuali pernyataan tentang jumlah wang. / Tick () on a scale of 1 to 7, how would you rate on thefollowing statements? Except for the statements involving the amount of money.

Pernyataan/ Statement

Sangat Sangattidak Setuju/setuju/ StronglyStrongly Agree

Disagree

Jumlah anak bawah 12 tahun dalam keluarga. /No of children below age of 12

1 2 3 4 5 6 7

Berapa jumlah pendapatan dihabiskan untuk anakseorang, termasuk taman asuhan? /

How much do you spend for one child including day

care service?

Less than

RM150RM150-RM300

More thanRM300

Adakah yuran kemasukan ke Kiidz Clubhouse

berpatutan dengan servis yang ditawarkan? /Does the fees offered to customers with the serviceprovided reasonable?

1 2 3 4 5 6 7

Adakah Kiidz Clubhouse perlu membuat iklantambahan tentang servis yang ditawarkan? /

Does Kiidz Clubhouse need to make an extraadvertisement about the service provided?

1 2 3 4 5 6 7

Jika Kiidz Clubhouse hendak membuka satu servisbaru, adakah anda mahu menggunakan

Perkhidmatan Jagaan Harian / Selepas Sekolah?If Kiidz Clubhouse to open a new service, would youlike to use Day Care / After School Care service?

Perkhidmatan JagaanHarian

Day Care Service

Perkhidmatan JagaanSelepas Sekolah

After School CareService

Berapakah anda sanggup membayar untuk

perkhidmatan penjagaan yang dipilih anda untuksoalan di atas?

How much you are willing to pay for the care

service you choose above?

RM .


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Some of the survey questionnaire handed


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The returned survey was verified to be answer completely.

Marketing Research Report Final

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