Question:

The Belle Mare water park was set up in 1999, with the objective of providing leisure facilities to Mauritians and tourists. The park did not enjoy the expected success. It has changed marketing manager at least three times and has also been renovated. However things did not improve. You are asked by the management of the Park to carry out a market research exercise and to advise them accordingly.

The questions which follow are based on this market research exercise.

(a) (i) Differentiate between Primary and Secondary Research ?

(ii) What precautions should a researcher take prior to using secondary data ?
(iii) Which type of research is most appropriate for the present exercise? Justify your answer.

(b) (i) Describe clearly the population from which you will choose your sample.

(ii) Briefly discuss the considerations while choosing the sample size and indicate which sample size you would choose for the study.

(c) With reference to the present example, briefly discuss the various steps involved in carrying out such a marketing research exercise.