For my market research opportunity I will be using a company that my work is associated with. I teach fitness dance lessons inside the Hard Rock Hotel Las Vegas, Nevada. The studio is inside the hotel’s spa “Reliquary.” When trying to come up with a problem in the spa, I realized that I rarely see people purchase products when checking out. I also realized that when checking in most people only want a massage.
So for the spa, I decided to conduct market research to verify what could help motivate visitors to purchase more. For example, come into the spa for a massage and facial. Or go to the spa for a massage and the salon for a pedicure. Anything to up-sell the purchase.
The next step is to consider types of research available. Clearly, the research will be a
pplied and descriptive. This means that the research will be predominantly survey-based. The best type of survey to use for this purpose is going to be in-store, in other words, questionnaires. The surveys will be given to spa users. Visitors will be given a survey after their spa time and will be asked to participate. Visitors who turn down the survey will not be pushed or forced.
“People may avoid your survey because they’re concerned about invasion of privacy; they don’t want others to know about their lives and their activities.” (Marketing Research For Dummies. Michael Hyman. Jeremy Sierra.)
I want to make the survey as impersonal as possible to ensure that customers do not feel they are being harassed or overly-questioned. At a spa, visitors are supposed to feel at ease and I would like for that feeling to stay with them as they part.
The questionnaire will include questions asking guests about their spa visit, if they would come back, what products they may be interested in purchasing, what could help urge them to purchase more spa treatments and other similar questions. The survey will include all multiple choice questions with an “Other” area and space to write in the answer, in order to encourage suggestions. The survey will be brief so it does not scare the customer or make them feel they are receiving the third degree.
“Respondents may be motivated by compensation for their time and effort. People who participate in surveys typically receive remuneration in advance, such as a dollar or a free pencil or pen. Alternatively, they may be given the opportunity to receive the results of the survey or to access those results online.” (Marketing Research For Dummies. Michael Hyman. Jeremy Sierra.)
In order to make visitors feel that they are being rewarded for taking our survey, they will be asked to take it for $2 off of their spa visit. Though the survey will be brief, I would like for the customer to feel that they are special and that their opinion matters. “Would you like to participate in a brief survey for $2 off your purchase today?” is the question I would like the front desk worker to ask. This is not pushy and offers a small compensation.
So for the spa, I decided to conduct market research to verify what could help motivate visitors to purchase more. For example, come into the spa for a massage and facial. Or go to the spa for a massage and the salon for a pedicure. Anything to up-sell the purchase.
The next step is to consider types of research available. Clearly, the research will be a
pplied and descriptive. This means that the research will be predominantly survey-based. The best type of survey to use for this purpose is going to be in-store, in other words, questionnaires. The surveys will be given to spa users. Visitors will be given a survey after their spa time and will be asked to participate. Visitors who turn down the survey will not be pushed or forced.“People may avoid your survey because they’re concerned about invasion of privacy; they don’t want others to know about their lives and their activities.” (Marketing Research For Dummies. Michael Hyman. Jeremy Sierra.)
I want to make the survey as impersonal as possible to ensure that customers do not feel they are being harassed or overly-questioned. At a spa, visitors are supposed to feel at ease and I would like for that feeling to stay with them as they part.
The questionnaire will include questions asking guests about their spa visit, if they would come back, what products they may be interested in purchasing, what could help urge them to purchase more spa treatments and other similar questions. The survey will include all multiple choice questions with an “Other” area and space to write in the answer, in order to encourage suggestions. The survey will be brief so it does not scare the customer or make them feel they are receiving the third degree.
“Respondents may be motivated by compensation for their time and effort. People who participate in surveys typically receive remuneration in advance, such as a dollar or a free pencil or pen. Alternatively, they may be given the opportunity to receive the results of the survey or to access those results online.” (Marketing Research For Dummies. Michael Hyman. Jeremy Sierra.)
In order to make visitors feel that they are being rewarded for taking our survey, they will be asked to take it for $2 off of their spa visit. Though the survey will be brief, I would like for the customer to feel that they are special and that their opinion matters. “Would you like to participate in a brief survey for $2 off your purchase today?” is the question I would like the front desk worker to ask. This is not pushy and offers a small compensation.
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