Congratulations! Your firm* has been engaged to conduct a research study for a professional football team, the Melbourne Royals. Your client would like to better understand the match day experience of visitors to their games at their home ground, EFM Stadium. Your research assistant, in conjunction with the client, has started to develop Study 1 of the marketing research project, but you are now taking control of the day-to-day implementation and leadership of the project. The first task you must complete is a report for the client that addresses the following questions detailed below. * This case is based on a real-life project that has been conducted with a reputable research firm. Facts and information about the research have been altered for the purpose of this assessment.

QUESTION 1 (25 marks) Critically evaluate and make recommendations on how to improve, the draft questionnaire developed for the research (pages 5-10). Specifically, discuss a) if the questionnaire will collect the data needed to address the research objectives of Study 1 of the research; b) the appropriateness of the length, structure, and layout; c) use of screening and skip questions; d) phrasing of the questions; and e) use of different scale levels/types.

QUESTION 2 (10 marks) Given the suggestions you have made to improve the questionnaire in Question 1, what specific data collection (survey) method would you recommend for this survey in Study 1? Justify this recommendation by comparing and contrasting your recommended method to other survey methods, and outline how your recommended method could be implemented.

QUESTION 3 (10 marks) Considering the specification for the Study 1 research sample given in the research brief (page 4), make a recommendation on the type of sampling method that should be used in Study 1 of this research. Explain the advantages and disadvantages of your recommended method and outline the factors that you would consider in relation to sample size?

QUESTION 4 (20 marks) Explain how you will analyse and report the quantitative data collected from the questionnaire. In your discussion, explain at least three different inferential statistical tests would be appropriate to address research questions 1 and 2?

QUESTION 5 (35 marks, allocated as indicated) The client is interested in your recommendations for Study 2 of the research project. Specifically, you should: A. Recommend an appropriate research design and data collection method. What are the advantages and disadvantages of your recommended data collection method? Describe how the data collection method could be implemented. (20 marks) B. Recommend an appropriate sampling plan. What are the advantages and disadvantages of using this method? (15 marks) In your response you should discuss and justify your recommendation using theory and show how this would address the research questions relevant to Study 2? _________________________________________________________ Market Research Client Brief

Background The Melbourne Royals* are a successful professional football team with a large and diverse fan base. Each year the Royals play their home games at EFM Stadium, a large outdoor stadium based close to the city centre. Fans of the Royals can choose to become members for an annual fee. Membership categories range from 'Platinum' members who receive reserved seats at each home game in the season to 'non-game day' members who receive a supporter pack (scarf, hat, sticker) but no included game day tickets.

Current Situation The Professional Football League (PFL) in Australia is one of the most profitable sports in Australia, and the 2023 season saw the PFL break a number of records from highest average TV viewership per match to the highest average attendance at games. The 2023 season also saw the highest number of memberships across all the clubs in the PFL, and membership numbers have been steadily increasing over the past few years. The Melbourne Royals also had the highest number of paid members in 2023 in the history of the club. This included more 'ticketed' members than any previous year. A ticketed member is a club member whose membership package includes at least 3 guaranteed seats at a home game across the season. Some membership packages include 'general admission' seats while the high level of memberships (and more expensive) include reserved seats in the best areas of EFM Stadium. Despite this positive outcome for the Melbourne Royals in 2023 their Membership and Marketing team are concerned about the number of ticketed members who do not use their included seats throughout the season. They have noticed that there is a substantial number of ticketed members fail to attend matches even if they have a reserved seat. Getting members to attend matches is important for both the game day atmosphere with large crowds supporting the team, but also for retaining members so that they renew their membership each season. Retention rates for members are an important marketing and financial target for the club, as it costs the club a lot less to retain a member than to attract a new member. The Membership and Marketing team believe that improving the game day experience at EFM Stadium will encourage members to attend more matches each season. They are concerned that the Stadium facilities, food and beverage outlets, merchandise stores, sponsor activations, and fan activities are not meeting the expectations of their members and non-member fans (who are potential members). They are aware that many of their members/fans are located outside of Melbourne, including interstate, and travel long distances to attend matches. They would like to identify ways to improve the game day experience so that they can (a) retain current members, (b) increase the number of games each season a member attends, and (c) encourage non-members to become members. Thus, our client would like to better understand perceptions of the game day experience at EFM Stadium and how this varies by the type of member/fan, and concept test new ideas for improving the game day experience. Specifically, the research should address the following objectives: 1. To profile the member/fan segments visiting EFM stadium and understand their current game day experience. 2. To determine factors that are important to Melbourne Royal members when attending a match at EFM Stadium and what drives members to attend/not attend matches. 3. To understand what new game day experiences Melbourne Royal members/fans would like to see at EFM Stadium in 2024. 4. To understand how the game day experiences plays a role in a fans decision to renew/join as a member the following season.

Market Research Requirements The client has requested that your company perform the research in two studies: Study 1: A quantitative study to determine the current game day experience at EFM Stadium. (Research Objectives 1 and 2). Study 2: A qualitative study to generate and concept test new game day experiences that will motivate Royals fans both be a Royals member and attend more matches in 2024 (Research Objectives 3 and 4). The client has requested that the sample used in both Study 1 and Study 2 represent the Melbourne Royals diverse geographic member base and include at least 25% of respondents from outside of Melbourne. Your research assistant, in conjunction with the client, has started to develop the marketing research project by constructing a draft questionnaire for Study 1 (attached on pages 5-10 of this document). Before the research project continues, you have been given the task of preparing a report for the client that addresses the questions assigned (Questions 1-5 on pages 2-3 of this document). * The brand name has been altered in this case. The brand name used in the case, the Melbourne Royals (and the Professional Football League), is fictitious. NOTE: On the draft questionnaire: o Circles mean the respondent can only choose one answer Squares mean the respondent can choose more than one answer ____ means that the respondent writes their answer in a text entry box Thank you for agreeing to participate in the survey for the Melbourne Royals matches held at EFM Stadium this 2023 season. Your feedback will help to improve your match day experience in the future. 1. For the purpose of this survey, which classification below best describes you: o 2023 Royals Member o 2023 Royals fan o Neither of these 2. Which of the following Royals games have you attended in 2023 at EFM Stadium Melbourne? 3. Please describe your overall level of satisfaction and enjoyment from attending your most recent Royals match at EFM Stadium Melbourne in 2023? I really didn't enjoy the event - it was one of the worst event experiences of my life I loved the event - it was one of the best event experiences I have ever had 1 2 3 4 5 6 7 4. What was the major reason for your overall level of satisfaction and enjoyment from attending your most recent Royals match at EFM Stadium Melbourne in 2023? 5. After attending the most recent Royals match, would you say that it was better than you expected, worse than you expected or as you expected? o Better than expected o As expected o Worse than expected 6. What was your main reason for attending the Royals match? I am a football fan and wanted to watch some top-class football live I am a Royals member/fan and wanted to support my team I got free tickets to the event I am a supporter of the Royals opponent and wanted to support my team I was travelling in Melbourne that week and wanted something to do I was invited to attend (i.e. corporate or friend) 7. How likely are you to recommend attending a Royals match to your friends and colleagues in the future? 8. Who did you attend the most recent Royals match at EFM Stadium Melbourne in 2023 with? o Family - just the adults (all over 18 years) o Family with most kids aged less than 5 years o Friends o Work colleagues o Guests (I was the guest of a hospitality package) 9. To what extent were you satisfied with the following elements of your experience at the most recent Royals match at EFM Stadium Melbourne in 2023? Comfort of the seating 1 2 3 4 5 n/a Entertainment 1 2 3 4 5 n/a Quality of food and beverage options 1 2 3 4 5 n/a Family friendly areas 1 2 3 4 5 n/a Food and beverage prices 1 2 3 4 5 n/a Ease of navigating around the event site 1 2 3 4 5 n/a Comfort of the seating 1 2 3 4 5 n/a Transport to the event 1 2 3 4 5 n/a Availability and cleanliness of toilet and changing facilities 1 2 3 4 5 n/a Information signage at the event 1 2 3 4 5 n/a Female friendly environment 1 2 3 4 5 n/a 10. What level of customer service did you experience attending the match? Food outlets / Caterers Positive experience Negative experience n/a Ticketek Positive experience Negative experience n/a Security Positive experience Negative experience n/a Parking Positive experience Negative experience n/a Staff Positive experience Negative experience n/a 11. How would you rate the following game day entertainment that you experienced? On-Field Promotions/Competitions 1 2 3 4 5 n/a Game Preview 1 2 3 4 5 n/a Mini Footy Demonstration (under 8's match) 1 2 3 4 5 n/a 12. In regard to Game Day Entertainment, what can the Royals do to make the sporting experience more enjoyable? 13. How likely are you to attend another Royals match at EFM Stadium in future? o Definitely o Probably o Unsure o Probably not o Definitely not 14. How did you first find out about the Royals matches in Melbourne this year? Radio program Facebook Website Email An advertisement on the internet Twitter Television commercial Word of mouth (e.g. through friends) An e-newsletter that I subscribe to Television news item Radio advertisement On the internet Other I don't remember 15. How many tickets (for you and your friends/family) did you purchase/receive to attend your most recent Royals match? _________ 16. What ticket did you purchase to attend the Royals game? General Admission Silver Reserved Seating Gold Reserved Seating Gold Grandstand Premium Grandstand Away Supporters Bay Other Don't Know 17. Did you feel like the ticket(s) you purchased were value for money? Yes No 18. When did you purchase your tickets to attend the Royals game? Purchased on game day Purchased prior to the game Don't Know/Can't Remember 19. If EFM Stadium Melbourne had free wifi, would you use it? o Definitely o Probably o Unsure 20. What merchandise did you buy at your most recent Royals match? Football Cap Jacket Polo shirt Beanie Shirt Flag Jersey Jumper/Hoodie Scarf T-shirt I did not purchase any merchandise 21. What other merchandise items would you like to see available to purchase? 22. Where do you usually live? Melbourne Sydney Victoria Brisbane Queensland Adelaide South Australia Perth Western Australia Canberra Tasmania Northern Territory Overseas 23. Other than attending the Royals match, what other activities did you get up to whilst in Melbourne? o Visit botanical or other public gardens o Golf o Eat out at a hotel/ restaurant/ cafe/ club o Go to nightclubs / bars o Just walk or drive around / take in the sights / general sightseeing o Visit history / heritage buildings, sites or monuments o Business o Attend conference or trade exhibition o Other water activities/ sports (e.g. sailing, windsurfing, kayaking etc) o Adventure activity o Go on an organised tour o Visit wildlife parks, zoos or aquariums o Picnics / BBQ's o Attend an event, festival or exhibition o Bushwalking o Go to the markets (street / weekend / art / craft markets / farmers markets) o Visit winery/ cellar door o Participation in an organised sporting event/activity o Visit friends & relatives o Hot air ballooning o Visit National parks / state parks o Go to theatres/ cinemas o Visit major national attractions/institutions o Go on a skippered charter boat / cruise / ferry ride o Visit museums or art galleries o Cycling/Mountain biking o Go shopping o Didn't do any other activities 24. Which of the following best describes how you feel about Melbourne? Without being asked, I will advise others not to visit Melbourne Only if asked, I will advise others not to visit Melbourne I am neutral Only if asked, I will recommend others to visit Melbourne Without being asked, I will recommend others to visit Melbourne 25. Has your experience of visiting the city made you want to come back to see more of Melbourne? 26. Has the overall experience of your visit to Melbourne changed your perception of Melbourne? o Yes, for the better o No it has remained unchanged o Yes, for the worse 27. The Royals are sponsored by a range of companies. Which companies can you recall as sponsors this year? ____________ ____________ ____________ 28. Which of the following companies do you recall being a sponsor? Melbourne Snack Co. Random Betting Agency Coca-Cola Melboune Electrical EFM Financial Mining Firm Inc. Powerade Toyota Dare Visit Victoria McDonalds None of the above 29. Would you say that Mining Firm Inc.'s sponsorship of the Melbourne Royals has made you feel...? o More positive towards Mining Firm Inc. o Not changed how you feel o Less positive towards Mining Firm Inc. 30. Which member activities or initiatives did you use, take advantage of or get involved in during season 2023? Members Priority Period Tickets Members Only Game Day Experiences Member Only Access Events Members 10% Merchandise Discount Member 10% Food Discount 31. And which fan activities or initiatives are you aware of that the Royals themselves or associated Corporate Partners ran during the 2023 season? o Player Meet & Greet Sessions o Local Player visits o Dance Cam o Maccas Giveaways o Greatest Fan Cam o None of the above 32. Finally, which of the following age groups do you belong to? o Under 18 o 18 to 24 o 25 to 34 o 35 to 44 o 45 to 54 o 55 to 64 o 65 + 33. What is your gender? o Male o Female o Gender neutral o Other 34. Which of the following best describes your current status? o Single o Couple, not married o Married, no children o Married, youngest child under 6 years of age o Married, youngest child over 6 years of age o Single Parent, youngest child under 6 years of age o Single Parent, youngest child over 6 years of age o Divorced / Separated o Widowed 35. What is the highest level of education you have reached? o High School o Technical College o University no degree o University with degree 36. Approximately what would be your total household income per annum before tax? o Under $40,000 o $40,000 - $59,999 o $60,000 - $79,999 o $80,000 - $99,999 o $100,000 - $119,999 o $120,000 - $159,999 o $160,000 - $199,999 o $200,000 - $299,999 o $300,000 + 37. Which of the following best describes your current situation? o Working full time (30+ hours per week) o Working part-time (up to 30 hours per week) o Retired o Home duties o Student o Unemployed