Description
The development of deep critical thinking skills will be essential to your success as a marketing researcher in the career marketplace. When you apply critical thinking skills in the design of a study, it’s essential to maintain an open mind by considering the following:
1) considering viewpoints from different reliable sources
2) seeking and evaluating evidence to help formulate the problem under study
3) determining what information is factual or opinion based
4) using reasoning skills and suppressing emotion
5) having the ability to adapt to change
Execute this Assignment to develop your critical thinking skills as a marketing researcher.
Directions for completing this Assignment:
In this Assignment, you will evaluate the Chestnut Ridge Country Club case study by using your critical thinking skills. To successfully complete this Assignment, write a 2-3 page critical essay covering the following topics:
- Formulate a research problem
- Compare three basic types of research design (exploratory, descriptive and casual)
- Evaluate the use of research design for each method
- Determine appropriate research design method to use in marketing research process
For additional requirements in relation to this Assignment, download the grading rubric below.
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Explanation & Answer
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Running head: CHESTNUT RIDGE COUNTRY CLUB
CHESTNUT RIDGE COUNTRY CLUB
(NAME)
(COURSE)
(DATE)
1
CHESTNUT RIDGE COUNTRY CLUB
2
The Chestnut Ridge Country Club is among the most notorious clubs in the area of Elma
in Tennessee state. Hence, they are well known by the population for their exceptional gold
facilities, the organized feasts and the possibility of enjoying a comfortable business dinner in a
pleasant environment. This has been accomplished by the fact that the club’s top managerial staff
dedicates a significant effort to ensure that the needs of both the club and its customers are
satisfied as timely and efficiently as possible. Despite of these, they have the impression that the
applications of new customers have decreased lately (Brown et al., 2015).
With this scenario into account, the directives of the company had decided to perform a
marketing research aimed at analyzing the other three country club facilities in the area (Alden,
Chalet and Lancaster Country Clubs and has decided to hire an independent company to
interview their members.
The present report describes the outcomes of the critical analysis of this case study.
Hence, the objective is to define a research problem, and after analyzing the different marketing
research designs, select the best one to solve the research problem.
In this sense, and after having carefully analyzed the information provided in the case
study, I presume that the research problem is related to the analysis of the services that the
Chestnut Ridge Country Club should improve or not in order to gain a competitive advantage
against the neighboring country club facilities.
Given this research problem, three different basic types of research design can be used to
obtain the necessary data to analyze the situation and be able of providing the best solution
possible to the research problem. These designs include:
-
Exploratory research, by which the company would try to gather as much information
as possible regarding the research needs required to find a solution, and determine the
CHESTNUT RIDGE COUNTRY CLUB
3
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