Prime Marketing Research

Marketing Research Case Assignment

Problem Definition:

In order to attract more student registrations, Riverdale High School needs to make changes to its physical environment and academic offerings.

Prime Marketing Research Objective:

The prime objective of the marketing research study is to identify physical and academic elements of Riverdale High School that need alterations in order to entice new student registrations.

Secondary Marketing Research Objective:

Secondary objectives:

• To identify changes needed to better enhance the academic experience of current students of Riverdale High School
• To identify the changes needed in management to ease existing conflict among staff members at Riverdale High School

Research Methodology

In order to obtain accurate and relevant information for this marketing research study, primary and secondary research is required. The opinions and perception of residents in the West Island community are to be examined in order to identify the factors that influence parents’ choice of high school for their children.

Methods of secondary research include the following:

• Examine Competitors’ marketing strategy

Sources such as the website, brochures and other mediums utilized by high schools in the West Island community will be studied in order to obtain ideas regarding the benefits that are offered by competitors. Being a secondary source of information, this method is inexpensive and would supply the principal of Riverdale High School with information in a fast manner.

Methods of primary research include the following:

• Focus Group Study

Focus group studies will also be carried out to obtain a clear insight on the perspectives of the qualified respondents. By arranging a focus group study, the marketing research study is relies on qualitative factors in order to obtain information. Focus Group studies takes into consideration a wide range of techniques to extract information and understand problems at the discretion of the moderator. By inviting parents to a focus group study, Riverdale High School can benefit from collaborative discussions, as it would provide more detailed solutions than questionnaire responses

• Interviews

Interviews, like focus groups, takes into account in-depth responses from participants. By conducting interviews, respondents are more likely to discuss about personal encounters and problems they otherwise would not bring up during a focus group study. Interviews will be arranged with respondents representing the same demographic as the participants of the focus group. In addition to that, interviews will also be conducted with experts to gain further understanding of the problem at hand.

Qualified Respondent:  Parents or individuals currently living in the West Island community of Montreal with children aged 12-17 who are attending high school.