The Quantitative assignment contains two parts outline below. Both are due on the same submission date. Please submit the two parts in the
same document. There is no need for an overall introduction or executive summary; each part though does need an introduction.
PART A (50% of the mark)
Word limit for part A: 1,500 words
Activ8 health and fitness clubs is planning to carry out a survey of its members. The survey has two aims. The first is to measure the
current level of members’ satisfaction with the club. The second is to explore whether frequent and infrequent users of the club have
different characteristics. As Activ8 run a chain of clubs and have total membership of 10,000 people they will need to draw a sample.
In order to keep costs to a minimum, they want to run the survey themselves. The Marketing Director has suggested running the survey in a
subset of their clubs, with questionnaires being handed out and returned at the reception desks over a one month period. He argues that this
will encourage responses to the survey as there will be an element of personal contact. They can raise awareness of the survey using an email
mailshot before the survey opens. He suggested running a prize draw for 6 months’ free membership as an incentive for members to participate
and that they could offer a prize to the staff at the club who record the highest number of responses.
Your task:
Critically evaluate the proposal above, drawing on the market research literature. You should consider the population of interest, the
sampling method and survey administration method suggested and the likely effect on the response rate and data quality as well as any ethical
issues raised by the proposal.
Word limit for part A: 1,500 words.
PART B(50% of the mark) Deadline (9.00am, Thursday 21stApril 2016)
You have been asked to analyse the data collected from the satisfaction survey to address the club’s question: do the frequent and infrequent
members differ in terms of their demographic profile and what they regard as important in a health club. The variables in the dataset are
coded as shown in the table below.
Coding Frame:
Variable name Description Scale
Frequency Indicates if the respondent is a frequent user of the club or if they use the club infrequently 1 = frequent, 2 = infrequent
Sat Overall Satisfaction 1 – 7 scale, 1 = very unsatisfied, 7 = very satisfied
Swim Importance of swimming facilities 1 – 7 scale, 1 = not at all important, 7 = very important
Gym Importance of having a range of exercise equipment in the gym 1 – 7 scale, 1 = not at all important, 7 = very important
Classes Importance of scheduled classes 1 – 7 scale, 1 = not at all important, 7 = very important
Age Age group 1 = 18 – 29, 2 = 30 – 41, 3 = 42 – 53, 4 = 54 -59, 5 = 60 and over
Income Income band 1=less than £18,000, 2 = £18,001-£28,000, 3=£28,001-£38,000, 4= more than £38,000
Sex Respondent’s sex 1 = male, 2 = female
Day Usual day of visit 1 = weekend, 2 = Mon-Wed, 3 = Thurs-Fri
Your task:
Your task is to analyse the data using the tests we have covered in the module and report your findings back. Your report should contain the
hypotheses you have set, relevant results tables and a discussion of what tests you chose and why and how the tables are interpreted.
Your report must include an appendix which summarises the results as clearly and simply as possible (making use of tables or charts or a
combination of the two) which should be accessible to a non-specialist audience. The appendix must not exceed one page.
Word limit for part B: 1000 words
(plus one page for the appendix).
Marking guidelines / some things to bear in mind:
Part A Critique of the Fitness club’s proposed research
A basic answer will just repeat what was covered in the lectures and / or in the textbook (types of sampling, types of surveys etc.). A
stronger assignment will be structured around the scenario in the brief and focus more on what research design decisions have been made (e.g.
in terms of sampling, survey method etc.) and what the implications of those choices are (e.g. their advantages and disadvantages in this
particular context).
Part B Analysis of survey data
There are two parts to this section of the assignment. First, the data must be analysed to determine if the frequent club users and
infrequent users differ in terms of which of the club’s facilities are important to them, their satisfaction level and their demographic
characteristics. To do this, you’ll need formulate hypotheses, decide which of the tests we’ve looked at you need to run to test them, carry
them out and then write up your results.
The second part of this section of the assignment is to consider how best to communicate the findings. You have one page only to summarise
what you’ve found – you might consider summarising the results as tables, (informative ) charts or a combination of the two.
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