MARKET RESEARCH FOR FRANCHER GOLF CENTER

Market Research for Fancher Golf Center

Introduction

The case discusses about Brian Fancher, who wanted to become a professional golfer, and has been a tremendous player of his times. However, he was injured in an accident after which his surgeons did not permit him to continue playing. Therefore Fancher decided to have his own golf center to provide golf training. He decided to invest his savings for starting the business; moreover he needs to ensure if he has a market for which he is required to conduct market research.

Question # 1.

For each team, identify all of the types of error that were likely introduced by the data collection process. Discuss why you believe particular procedures produced each type of error you identify.

There are various ways to gather data for market research purpose that will identify the needs and expectations of the customers, as they are the key element for success of business and businesses aim to target these needs and meet the expectations of customers by providing them enchanting experience from the goods or services that are purchased. Surveys are conducted to gather opinions, facts and attitude or behavior of consumers towards a product. Surveys are considered to be the most common method of collecting primary data; questionnaires are used to carry out survey. Surveys tend to answer questions such as, who are our target customers, why they behave in a particular manner, what are their needs and how these needs can be fulfilled (Webb, 2001).

While carrying out a survey to collect data it must be ensured that it is valid and reliable. Surveys that were conducted by teams that were assigned by Fancher to conduct market research opted for three different approaches to carry out the process team 1 decided to have a personal interview or ...