BUSINESS RESEARCH ANALYSIS

Business Research Analysis: New Royal Theatre

Business Research Analysis: New Royal Theatre

Part A

Constructing the Questionnaire

This questionnaire is constructed to extract valuable data from the customers of New Royal Theatre. The core purpose of constructing this questionnaire is to gather valuable information from the customer of New Royal Theatre that could be useful in refurbishment of the theatre. New Royal Theatre is declaring closure for a period of time in order to refurbish the theatre and make it more improved in order to attract the potential target market and retain current target market.

This questionnaire will extract the information from the customer (i.e. both public audience,customer who attend the show and performer,customer who perform the show, rent the place for the show) in order to evaluate the features that the customers want to be catered in refurbishment (Questionnaire prescribed in appendix). The variables representing the questionnaire comprise different features of the theatre; moreover, some variable focus on value added service offered by the theatre except the core services responsible for business operations. The information gathered from customers in context of diverse variables will be analyzed statistically in order to reveal valid results on the basis of which New Royal Theatre could be refurbished.

First Preliminary Step

For many reasons it makes an analyst to pay attention to the way of the questionnaire is created, data collection and data entry are one of the significant phases through which validity of research findings is guaranteed. The first preliminary step of questionnaire construction was to highlight the aims and objectives of the study. It is of utmost importance that an analyst must clearly identify the information that is required (Berenson, Levine, Krehbiel, 2002, pp. 66-74). This ensures that the questionnaire is built to represent the significant variables on the basis of which important decisions will be made. In this scenario New Royal Theatre is focused to refurbish the theatre in order to enhance its market share.

There are varieties of factors that can be catered in the refurbishment. Nonetheless, it was the responsibility of the analyst to select the most significant variables in order to extract data from the respondents. It can be noticed that New Royal Theatre has declared temporary closure and it will be opened soon. Hence, entire refurbishment would be costly and time consuming. Hence, the questionnaire constructed represents the variables that will enable New Royal Theatre to attract new customers and retain the old ones. This was the first preliminary step of questionnaire construction which gave a concrete idea to the analyst regarding requirements.

Second Preliminary Step

After the first preliminary step, the analyst must consider second step in order to assure effective construction of data collection tool. The questionnaire is the data collection tool that will be used to extract data representing customer expectations from refurbishment of New Royal Theatre (Fecso, et.al, 1996, pp.114-123). In the current scenario, the below mentioned questions were catered before the formulation of the questionnaire.

What is the aim of the investigation?

What are the variables of interest representing data extracted ...