ASSESSMENT REQUIREMENTS

● The final assessment takes the form of a case study analysis.

● First, on pages 3-4, you will be presented with a written case study of a fictitious company, including a market research brief. The case study is meant to provide an understanding of the client and current scenario and further, provide a context in which to respond to questions. On pages 8-10, there is a questionnaire that accompanies the case study.

● Second, on pages 5-7, you will be presented with four (4) assessment questions worth a total of 50 marks. Your task is to act as a market research consultant who will analyse the case study and develop strategic recommendations. Specifically, you are required to prepare a written response to each of the four (4) assessment questions. The marks available for each question are listed next to it.

● Your responses to these questions should reflect your applied learning and resonate key knowledge and recommendations that are appropriate to the case study. Importantly, the questions seek your application, not regurgitation, of theory. You are expected to go above and beyond repeating information, and you must show application of theory, critical analysis, strategic insight, and structured thinking.

● It is recommended that you rely on your own learning and acquired knowledge in responding – that is, there should be no need to go outside the material you have already been provided (in the case study and the knowledge and skills you have learned throughout the semester) to respond to the questions. Please use your own words and strategic insights rather than
looking to simply apply that directly from others.

● Although you are not required to draw on outside material, if you make the choice to do so, you will need to reference this material correctly, as your work is submitted via Turnitin. You will see that there are in-text references in the case study – you do not need to look up or incorporate these for your submission.

● You are required to complete this task individually without conferring with others (this includes your local lecturers and fellow students). Any student who is found to have breached this rule by engaging in consultation or discussion with others, through any form of media or contact, will be investigated for academic misconduct.

● Plagiarism will be investigated as a breach of academic integrity.

● Do not reproduce, publish or use RMIT’s content, including this document, elsewhere or for any other purposes – this is an infringement of RMIT’s intellectual property.

● Do not post such content on third party channels, social media sites or apps, including Course Hero, Studocu, Assignment Tutor, Facebook, YouTube, Twitter.

● Note that third party channels (e.g., Course Hero, Studocu) are routinely monitored for prior assessment documents and student responses, and that using materials found via third party channels will be flagged by Turnitin and treated as a breach of academic integrity.

● Please direct questions about the final assessment to the course coordinator, Dr. Jessica Pallant (jessica.pallant@rmit.edu.au) prior to the deadline.

o Please note: The course coordinator can only answer questions related to
administrative, clarification, or technical issues. They will not be providing guidance or advice on how to complete the questions, nor will they review your answers.

All the information required in this regard is provided within this document and
throughout the semester.

● ***IMPORTANT INFORMATION ABOUT SPECIAL CONSIDERATION***
o Each student is responsible for correctly submitting their final assessment prior to the deadline.

o If circumstances prevent students from being able to do this, they will need to apply for an extension with appropriate supporting evidence prior to Thursday 11th April, 11:59pm (SGT) OR Special Consideration by visiting the website:

FORMATTING AND SUBMISSION INSTRUCTIONS

Your final assessment should be downloaded from and submitted to the link called “Download and Submit Case Study Analysis Here” (under the Assignments area on Canvas). This submission process includes your assessment being put through Turnitin, where it will be checked for
plagiarism of other students’ assessments and outside sources (including the course lecture slides).

Your submission must adhere to the following guidelines:

– The final assessment must be submitted as a written document (Word or PDF file). No other file types (e.g., Pages) will be accepted.

– Times New Roman size 12 font, 1.5 line spacing, 2.5cm margins should be used (except where otherwise instructed in the final assessment – see Assessment Question 1).

– Paragraphs should be concise and follow a logical order. Bullet points can also be used where appropriate and useful (e.g., listing information).

– Tables may be used where instructed (again – see Assessment Question 1).

– You can format text in bold, italic, underline, or highlight where appropriate and useful.

– All pages are to be numbered in the bottom right corner.

– Please clearly label your response to each question (e.g., Question 1). DO NOT repeat the text of the question in your submission (this creates problems for Turnitin).

– Your name, student number, and course code should be included in the header of your submission document or on a cover page (a cover page is not included in the page limit).

– You do not need to include an executive summary, introduction, or conclusion. Your submission only needs to include your written responses to the four (4) assessment questions.

– There is also no need to include a reference list since you are not required to draw on outside material. If you make the choice to include outside material, you will need to reference these appropriately and include them in the page limit.

THERE IS A STRICT 8-PAGE LIMIT FOR YOUR SUBMISSION, USING THE FORMATTING INSTRUCTIONS ABOVE. ANYTHING THAT EXCEEDS 8 PAGES WILL NOT BE MARKED.

CASE STUDY

Please read the case study below. It summarises a market research brief provided by your client called Universal Studios Singapore*

Market Research Brief

Company Background

Universal Studios Singapore started operating in 2010 as Southeast Asia’s first Hollywood movie theme park. Universal Studios Singapore has numerous attractions across seven themed zones and is known for its immersive movie-based experiences, alongside a variety of entertainment shows and dining options. Universal Studios Singapore’s business spans various categories: thrill
rides, family attractions, live shows, character meet-and-greets, retail merchandise, themed dining experiences, and special events. Over the years, Universal Studios Singapore has grown and evolved by driving and responding to changes in the market and environment. Its current corporate strategy focuses on enhancing the guest experience, expanding its attraction offerings, and incorporating digital innovations.

Current Situation Throughout more than a decade of operation, Universal Studios Singapore has successfully built a strong brand presence in Singapore and Southeast Asia. However, to maintain and grow its market share, Universal Studios Singapore must continuously adapt to the evolving preferences and
expectations of its diverse visitor base. Recent initiatives have included introducing limited-time seasonal events to encourage repeat visitation and integrating more interactive and personalizedexperiences into the park, reflecting a broad customer preference for unique, shareable moments
and convenience.

In line with its strategy to enhance guest experience and broaden its appeal, Universal Studios Singapore is especially focused on understanding the distinct needs associated with different age groups and visitor types. For families, there is a growing demand for child-friendly attractions with
shorter wait times, while young adults may prioritize thrilling rides and exclusive after-hours events. Tourists often seek authentic Singaporean touches to their Universal experience, while locals lookfor renewal and variety to justify repeat visits.

Additionally, the integration of digital technologies, such as mobile apps for virtual queuing and personalized itineraries, is seen as a crucial step in providing a seamless and engaging guest experience for all visitor segments. Singapore’s competitive attractions landscape presents both
opportunities and challenges for Universal Studios Singapore. While there is a strong appreciation for world-class entertainment, the competitive landscape requires Universal Studios Singapore to differentiate itself by offering unique value propositions that resonate with its target demographics,
particularly by focusing on age groups and visitor types to effectively segment and target its market.

This background highlights the need for Universal Studios Singapore to better understand the diverse needs and values of its visitors based on their demographics and visitation patterns but also to explore the general tendency toward seeking more personalized and digitally-enhanced experiences. By establishing a sense of connection and community with its varied visitor base,
Universal Studios Singapore is striving to enhance its regional presence and appeal broadly, ensuring its offerings are attuned to the lifestyles and preferences of families with children, young adults, tourists, and local repeat visitors alike. Knowing that you are a market research consultant with a first-hand understanding of the Singapore attractions market, Universal Studios Singapore commissions you to assist them with a current
project, detailed below.

Project title: Connecting with Diverse Visitors Across Age Groups: “To better understand the needs and values of Universal Studios Singapore visitors based on their age groups and visitor types in order to provide greater value for these segments and strengthen the park’s community connection.”

Research objectives:

1. To measure Universal Studios Singapore brand awareness, perceptions, and experiences among consumers of different age groups and visitor types.

2. To determine what visitors value in Universal Studios Singapore’s offerings, noting general trends in preferences for personalized experiences but also high-thrill attractions.

3. To identify Universal Studios Singapore’s target market segments and describe the typical profiles of these visitors.

4. To understand what a sense of community and connection with Universal Studios Singapore means to visitors.

Market Research Requirements

The client has requested that you perform the market research in two phases:

Phase 1: A quantitative study. The quantitative study will focus on measuring Universal Studios Singapore brand awareness, perceptions, and experiences among consumers of different age groups and visitor types. A structured survey will be administered to collect data (Research Objectives 1 and 2).

Phase 2: A qualitative study The qualitative study will explore market segments and the typical profiles of Universal Studios Singapore visitors, as well as their sense of community and connection with the brand. Focus groups and in-depth interviews will be conducted to gather detailed insights (Research Objectives 3 and 4). The client has requested that the sample used in Phase 2 (qualitative study) be made up of Singapore residents. Whilst Universal Studios Singapore has a list of annual pass holders, this list
may not capture all current visitors of Universal Studios Singapore. Hence, they do not have a complete and correct database to draw from. Additionally, the client has asked you to minimise the cost and timeframe for collecting the sample, while still obtaining information to address the research objectives.

Your research assistant, in conjunction with the client, has started to develop the market research project by constructing a draft questionnaire for Phase 1 (attached on pages 8-10 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 1-4 on pages 5-7 of this document).

Please note:
* YOU MUST NOT CONTACT THE COMPANY FEATURED IN THIS BRIEF. ANY QUESTIONS SHOULD BE DIRECTED TO THE COURSE COORDINATOR, Dr Jessica Pallant (jessica.pallant@rmit.edu.au).

This case is based on a real-life company but the research project (including objectives and phases) is fictitious. Facts, information and materials relating to the research have been altered for the purpose of this assessment.

ASSESSMENT QUESTIONS

You need to complete ALL four (4) questions below. Ensure you respond to these questions adhering to the instructions and requirements stated on pages 1-2.

Your responses to these questions will comprise the proposal to the client, Toast Box. All the information you need to complete these questions is contained in the case study and the knowledge and skills you have learned throughout the semester.

QUESTION 1: Data Analysis Plan

This question relates to Phase 1 (quantitative study) of the market research project and more specifically, Research Objective #1 about brand awareness, perceptions and experiences. The client requests that you outline a data analysis plan for their draft survey (pages 8 to 10). For each of the following hypotheses, please state:

• The most correct inferential statistical test

• The number of variables involved, and the specific variables involved from

the draft survey (including the exact question number/s from the draft survey corresponding to each variable and should directly relate to addressing the overall research objective)

• The level of measurement scale each variable is expressed upon

• A justification for why the proposed test is correct for the hypothesis

• Briefly consider the practical implications of the chosen test for the client’s
marketing/branding strategy (1-2 sentences per hypothesis is sufficient)
A note about formatting for Assessment Question 1: You can choose to present your response in text or a table. IF YOU CHOOSE A TABLE, you may use (1) landscape or portrait formatting and (2) single line spacing to aid readability and a neat format.

a. H1: To determine whether Brand perceptions of Universal Studios Singapore being innovative are significantly greater than perceptions of it being traditional.

b. H2: Interest in finding out more about Universal Studios Singapore significantly differs between visitors who follow the brand on social media versus those who do not.

c. H3: The way visitors rank factors important for the theme park experience is
associated with their visitor type.

d. H4: Perceptions of Universal Studios Singapore’s visitor experience differs
significantly between visitor types.

e. H5: Knowledge of Universal Studios Singapore’s attractions significantly predict likelihood of recommending Universal Studios Singapore to others.

f. H6: Likelihood to recommend Universal Studios Singapore is significantly associated with the level of familiarity with Universal Studios Singapore.

g. H7: Perceptions of Universal Studios Singapore providing value for money is
significantly more positive than neutral (on a 7-point scale).

h. H8: Perceptions of the atmosphere, awareness of annual pass options and the overall perceptions of Universal Studios Singapore for visitors significantly predict how often visitors attend Universal Studios Singapore. (20 marks)

QUESTION 2: Experiment for Quantitative Study

This question relates to Phase 1 (quantitative study) of the market research project and more specifically Research Objective #2 about what visitors value in Universal Studios Singapore’s offerings, noting general trends in preferences for personalized experiences but also high-thrill
attractions.

Universal Studios Singapore is considering two potential experience innovations to improve visitor satisfaction and engagement: (1) The first innovation introduces a personalized mobile experience with virtual queuing and customized itineraries. (2) The second innovation introduces a range of
exclusive after-hours events for specific visitor segments. Due to time and budget constraints, only one experience innovation can be implemented, so the client would like to conduct an experiment to determine which one will be most effective.

You are required to:

• Explain to the client the advantages and disadvantages of using a causal research design to address Research Objective #2.

• Recommend and describe a specific experimental design to select the most effective experience innovation. In your answer, outline the independent, dependent, and possible extraneous variables involved as well as the recommended experimental design and setting.

• Justify your recommended experimental design and setting by comparing and contrasting your recommendations to alternative experimental designs/settings.

Note: It is important that you apply relevant theory to this particular case study and the specific question i.e., do not repeat theory abstractly with no application to the case. (10 marks)

QUESTION 3: Sampling Method for Qualitative Study

This question relates to Phase 2 (qualitative study) of the market research project and more specifically Research Objective #3 about market segments and the typical profiles of Universal Studios Singapore visitors.

Considering the client’s sample requirements, make a recommendation on the specific sampling method that should be used in this phase of the market research. In your answer:

• Identify one of the four target populations based on the information in the brief (i.e. select one group of visitor type as the focus for your analysis)

• Define the sampling method

• Outline the process of this sampling method (how it would be implemented for Universal Studios Singapore in particular)

• Explain the recommended sampling method’s advantages and disadvantages

• Justify why it is the most appropriate sampling method in this case
Note: It is important that you apply relevant theory to this particular case study and the specific question i.e., do not repeat theory abstractly with no application to the case. (10 marks)

QUESTION 4: Interviews vs. Focus Groups

This question relates to Phase 2 (qualitative study) of the market research project and more specifically Research Objective #4 about what a sense of community and connection with Universal Studios Singapore means to visitors.

The client would like to conduct either interviews or focus groups to address this objective. Which of these research methods do you recommend and why? In your answer:

• Define, compare, and contrast both interviews and focus groups to justify your recommendation.

• Make a recommendation as to whether the interviews (if you recommended interviews) or focus groups (if you recommended focus groups) should take place in person or online.

• Explain to the client the advantages and disadvantages of your recommended setting.

• List and briefly explain four (4) different questions that would be relevant to include in either your interview guide (if you recommended interviews) or your discussion guide (if you recommended focus groups). Explain how these questions are specific to the Universal Studios Singapore case study and why they are appropriate.

Note: It is important that you apply relevant theory to this particular case study and the specific question i.e., do not repeat theory abstractly with no application to the case.