Marketing research (section A)

Section A - Case Study (50 marks)~ HS Fitness and Wellness Center is providing a comfortable workout environment with a wide range of fitness and wellness classes to help customers keep fit and healthy Currently, it has 823 male customers and 677 female customers registered in its membership scheme. Its business has been highly affected by the latest government regulations and measures to combat the COVID-19 pandemic. ~ The top manager of the center is wondering whether it should offer some online fitness classes such as yoga, aerobic dance, and body weight training. You are asked to conduct a research study to find out the customer preferences toward online fitness classes. - You work with your marketing research assistant to further discuss with the top manager and understand that online fitness classes should be offered when more than 50% of the existing members prefer them. You also expect that there is a significant difference between male and female customers preferences toward online fitness classes." Then, you come up with the management decision problem: should HS Fitness and Wellness Center offer online fitness classes? The broad marketing research problem is to determine the customer preferences toward online fitness classes."- With reference to the relevant marketing concepts and theories, your marketing assistant has posed the following research question (RQ) and alternative hypotheses. RQ: What is the impact of offering online fitness classes?" H1: Customers prefer online fitness classes. H2: There is a significant difference between male and female customers preferences toward online fitness classes. H3: There is a need to keep healthy due to the COVID-19 pandemic." (a) Comment on the research question and hypotheses posed by your marketing research assistant. Please revise them if deemed necessary (12 marks) (b) According to your answers in (a), draft a well-designed questionnaire of an internet survey for the research study. The target respondents are the current members of the HS Fitness and Wellness Center. (18 marks) c) Suggest the appropriate sampling technique to invite 500 target respondents to complete the questionnaire. Justify your choice. (8 marks) (d) Based on your answers in (a) through (c), propose and explain the appropriate statistical technique(s) that you would employ for the research study. (12 marks)