Marketing Research Report

Kiidz Clubhouse Research

Systematic Group Member:

[Systematic Group of Research is a team of research asked to carry out a research project for Kiidz Clubhouse.]

4221575 Adli Hafiz b Abdilah 4230191 Muhd Najib b Abdul Rahim 4237161 Elwyn Ting Wei Kang 4238192 Yap Min Chuen 4238532 Fong Yung Wei 4220242 Gregory Goh Cho Kiong 4234782 Bong Kee Tat

5/18/2013

1 Table of Contents
1 2 3 4 5 6

Marketing Research Report 2013

Table of Contents ............................................................................................................................ 1 Executive Summary ......................................................................................................................... 2 Introduction .................................................................................................................................... 3 Research Problem Question ........................................................................................................... 4 4.1 Research problem question: ................................................................................................... 4 Research Objective ......................................................................................................................... 4 Research Design and Methodology ................................................................................................ 5 6.1 6.2 6.3 6.4 Rule of Thumb ......................................................................................................................... 5 Pilot Testing............................................................................................................................. 5 Quantitative Data Collection................................................................................................... 6 SPSS Statistical Analysis Computer Program .......................................................................... 6 Section A: Demographic Data Collection ................................................................................ 7 Section B: Satisfaction of Parent to Kiidz Clubhouse Services ................................................ 8 Section C: Selection of Choices and Price Consideration ........................................................ 9 Fees the parent willing to pay ............................................................................................... 10

Result Analysis ................................................................................................................................ 7 7.1 7.2 7.3 7.4

8 9 10 11

Issues and Recommendations ...................................................................................................... 11 Limitations..................................................................................................................................... 13 Conclusion ................................................................................................................................. 13 Appendices ................................................................................................................................ 14

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2 Executive Summary

Marketing Research Report 2013

The Purpose of this report was to show that how the data was collected through a certain set of data collection skills. The report research about the parent views on the question asked from the problem statement inside the report. The parent was specified to the user of Kiidz Clubhouse and to add the number of the respondents needed, we also choose the parents who are located in the Plaza Merdeka during the questionnaire hands out.

The major finding is that, most of the parent preferred the After School Care service for Kiidz Clubhouse to offer. We also asked the parent about the satisfaction of using Kiidz Clubhouse service as a whole to them and this was includes in the report below.

While it was clear that our hypothesis from the start was right which the parent preferred the After School Care service, we cannot predict the fees which the parent are willing to pay for the service. Thus, we had concluded all the important finding the result taken below.

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3 Introduction

Marketing Research Report 2013

Systematic Group of Research is a team of research asked to carry out a research project for Kiidz Clubhouse. The research group are employed to attract more clients for Kiidz Clubhouse and as a result increase the profitability of this company. This group is made up from the student in the Marketing Research Subject namely HBM221N, in Swinburne University of Technology Sarawak Campus.

With the highly competitive nature of kids play centre, and increasing number of the service provider in Kuching Town, Kiidz Clubhouse is called to increase their efficiency of service to attract more customers compared to other service providers. In return, it will have a sustainable business to support the company making profit every month.

Like every other kid play centre, they had a problem to attract more loyal customers to their kids centre. They also need to discuss how the kids centre can give the best and the most attractive service with the affordable fees to keep in mind. Thus, the research group are given two choices of problem to be solved in the Marketing Research Report.

The first problem is, How to increase the profits on weekdays and the other one is Choosing between Day Care and After School Care Service to be provided by Kiidz Clubhouse. After agreeing with the other research group member, we look forward to select the best selection for Kiidz Clubhouse between Day Care and After School Care Service.

The specific problems and objective, research framework, scope and limitation and conclusion will be further explained in this report. At the end of this study, further analysis, interpretation and conclusion of the finding will be discussed.

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4 Research Problem Question

Marketing Research Report 2013

This research study aims to answer the following issues:

4.1 Research problem question:

1. Which is the best option for Kiidz Clubhouse to offer to future customer between the Day Care Services and After School Care Services? 1. What types of parent prefer the Day Care services and the After School Care service? 2. How much the fees should be charge for either one of the care service?

5 Research Objective
The Objectives of this project were broken down into several key factors that set the scene for the purpose of this study. In order to answer the research question, the following objectives were established:

1. To determine the best option for Kiidz Clubhouse either to provide the Day Care Service or the After School Care Service. 2. To determine the type of parent the Kiidz Clubhouse should focus during selecting the services. 3. To determine how much the parents are willing to pay for either one of the service.

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6 Research Design and Methodology

Marketing Research Report 2013

This study was made to describe the best option for Kiidz Clubhouse to choose a service from two services. This project consisted of Descriptive research conducted through a survey of all 70 parents. A structured questionnaire survey design was used because it was a convenient and inexpensive way to collect the data that was needed. The questionnaire consist of three section with the first section is nine demographic questions. Meanwhile, the second section is the seven questions about satisfaction of customer to Kiidz Clubhouse services and lastly, the third section contains the price consideration survey which had 6 questions.

6.1 Rule of Thumb

According to the rule of thumb in determining the sample size, the number of the respondent that we should include in our statistic is around 72. Since our group consist of seven members, it is convenient for us to divide the questionnaire to 10 respondents each. Thus, we came up with 70 questionnaire script answered by parent in Plaza Merdeka.

6.2 Pilot Testing

Before handing out the actual questionnaire to public, we had tested the questionnaire to three random persons to give feedback about the layout of the questionnaire. This is important so that it does not have any error in the questionnaire or double barrel question, and to check whether the question is relevant. Before doing the pilot testing, we did not put any Demographic question and after realising the mistake, we did put them inside the questionnaire. We had also removed the screening question which we put it in at the first time. This is because, we will distribute the questionnaire to people who have heard or using the Kiidz Clubhouse and have children under the age of 12, thus, this screening question will not be useful.

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6.3 Quantitative Data Collection

Marketing Research Report 2013

We agree to use a quantitative data collection by choosing the questionnaire. The questionnaire survey was distributed to the parents who are in using the Kiidz Clubhouse during our questionnaire handing out. However, there is not enough number of parents to achieve 70 respondent and we had to conduct questionnaire survey to the random parent who are in Plaza Merdeka itself that have children under the age of 12 and also knows about Kiidz Clubhouse. Each question on a returned survey was verified to be answer completely and correctly.

6.4 SPSS Statistical Analysis Computer Program

The statistical methods used to analyse the data were obtained through the SPSS Statistical Analysis Computer Program. Through the use of the SPSS program, frequency and cross tabulation data was generated reflecting the result of the survey.

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7 Result Analysis
Data Analysis

Marketing Research Report 2013

7.1 Section A: Demographic Data Collection

Based on the data from the questionnaire, we come to the following analysis.

Gender
57.1 42.9 Male Female

Out of the total respondents, 30 of them or 42.9% are male, 40 of them or 57.1% are female.

Age Group
51.4 8.6 40 20-29 30-39 40-49

Most of them are from 20-29 years old age group, followed by 30-39 and 40-49 years old, which is represented by 51.4%, 40.0% and 8.6% respectively.

Ethnic
12.9 4.3 5.7 40 Malay Chinese Indian Local Bumiputera 37.1 International

We have the most number of respondents for Malay, followed by Chinese, local bumiputera, international and Indian, which is equivalent to 40.0%, 37.1%, 12.9%, 5.7% and 4.3% respectively.

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Occupation
11.4 20 22.9

Marketing Research Report 2013

Public Sector Private Sector Self Employed Housewife 45.7

We found out that most of our respondents are from private sector, followed by public sector, self-employed and housewives, which are represented by 45.7%, 22.9%, 20.0% and 11.4% respectively.

Income
24.3 20 Less than RM2000 RM2000-RM4000 17.1 38.6 RM4001-RM6000 More than RM6000

Out of 70 respondents, 14 of them earn less than RM2000, 27of them are earning between RM2000-RM4000, 12 respondents earn RM4001-RM6000 and the rest earn more than RM6000. So, most of them are earning between RM2000-RM4000, followed by more than RM6000, less than RM2000 and RM4001-RM6000, which is represented by 38.6%, 21.4%, 20.0% and 17.1% respectively.

7.2 Section B: Satisfaction of Parent to Kiidz Clubhouse Services

Satisfaction Variables Kiidz Clubhouse is a safe place for kids Environment in Kiidz Clubhouse is clean for kids Workers in Kiidz Clubhouse are professional Kiidz Clubhouse provides quality facilites as advertised The location of Kiidz Clubhouse is ideal You would continue to choose Kiidz Clubhouse services in the future time You would recommend Kiidz Clubhouse services to other parents Mean 5.6 5.53 5.51 5.47 5.2 5.44 5.6

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From the analysis, we found out that our respondents are satisfied with the Kiidz Clubhouse. They show satisfaction with the safety, cleanliness, professionalism of the workers, facilities, location of the place, with an average mean of 5.20-5.60 for a full satisfaction marks of 7. They would continue to choose Kiidz Clubhouse for their kids and recommend it to other parents.

Marketing Research Report 2013

7.3 Section C: Selection of Choices and Price Consideration

Money Spent for One Child

23.2 46.4 Less than RM150 RM150-RM300 More than RM300 30.4

From the survey, 32 out of 70 respondents are found to spend less than RM150 for each child including day care service, 21 of them spend between RM150-RM300 and the rest spend more than RM300.

4.3

Are the Fees Comparable to Service Provided? 18.6 Strongly disagree

24.3 24.3 22.9 Disagree Slightly disagree Neutral Slightly agree Agree Strongly agree

1.4

4.3

Besides, most of the respondents are rating neutral, together with slightly disagree or agree to the reasonability of the fee offered to customers with the services provided.

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Does an Extra Advertisement Necessary?

22.9 4.3 7.1 11.4

Marketing Research Report 2013

Disagree Slightly disagree Neutral Slightly agree 27.1 Agree

27.1

From the figure above, the respondents agree that Kiidz Clubhouse needs to make extra advertisement on their services provided. This can be shown by 77.1% of all the respondents rate either slightly agree, agree or strongly agree.

Selection of Preferred Care Service

5.8 1.4 30.4 Day care service After care service Both 62.3 None

61.4% of respondents show that they would like Kiidz Clubhouse to have after school care service, compared to 30.0% of respondents who want day care service.

7.4 Fees the parent willing to pay

We have also got a mean of RM224 per month for the amount that the parent to pay for the After School Care service.

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8 Issues and Recommendations

Marketing Research Report 2013

Out of 70 respondents, we have found out that most of them chose After School Care Services. This might be because of the most respondent age group of the parent are from the 30-39 years old and should have the children the age of around 7-12. Thus, these kids are in the school during morning time and the parent only concerned about their kids after they finished their school. So, most of them preferred this service so that their child are always in good place.

After the parent finished doing their questionnaire, we personally asked them about the problem faced if they choose to send their child for after school care service. Majority of the parent spoke about the transportation issue since most of the parents are working. In our statistic, less than 2% of the respondent did not choose either of the services proposed since she is a housewife. So, we can conclude that the After School service was mostly preferred by the correct type of parent which is the working parent and the Kiidz Clubhouse should focus on this type of group.

We recommend the Kiidz Clubhouse to provide a shuttle bus to pick up the children from their school or kindergarten to Plaza Merdeka. They also can charge for this service and adding to their income. Moreover, Kiidz Clubhouse can make cooperation to selected kindergarten so that they can give a discount for those registered under the respective kindergarten. By doing this, they not only can achieve more customer, but also can attract more future customer from the same kindergarten.

According to the survey, more than 77% of respondent are at least slightly agree for Kiidz Clubhouse to make an extensive advertisement, not only in Plaza Merdeka but outside the place also. We think that the most suitable places for them to do advertisement are the kindergarten or near to primary school.

For the survey, we need to allocate more day time for distributing the questionnaire to avoid long hours waiting at the Kiidz Clubhouse. We also cannot rely on the parent at the Kiidz Clubhouse only to get an accurate survey of the service provided. We know that the number of respondent cannot reflect the real situation to how the Kiidz Clubhouse operated but we
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cannot asked the respondent from outside the Plaza Merdeka as we cannot ensure all of the parent heard of the Kiidz Clubhouse. If we do that, the survey will be unfair to those who heard and also using the services.

Marketing Research Report 2013

Finally, we request from Kiidz Clubhouse to state which is the time for highest number of parent coming to Kiidz Clubhouse so that we can collect data only from the group of people using the Kiidz Clubhouse Services. We are fortunate to have come on the correct time to Kiidz Clubhouse where they were lot of parent going in and out of the Kiidz Clubhouse because they are having parties. So, we managed to get high number for parent using the Kiidz Clubhouse and get the most accurate data for them.

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9 Limitations

Marketing Research Report 2013

Firstly, our main drawback must be from the low number of parents who are using the Kiidz Clubhouse as compared to the number of parent who only heard of the service but never used them. We cannot achieved the objective to get all 70 of the respondent from the Kiidz Clubhouse customer but instead using a number of outside parent who did not use the service.

Next, we had face problem from the non-cooperating parent who did not want to be surveyed about the Kiidz Clubhouse. The factor maybe because of the limitation of time they had in the Plaza Merdeka. In addition, we also have the un-cooperating children, where they were crying to go home and made the parent feel guilty to leave them only to answer the questionnaire. These two problems were not only faced by us but other group also.

We also had limitation of the time for survey which we only limited ourselves to hand outs the questionnaire in one day only. We chose to distribute the questionnaire on Saturday as we think there will be many parent coming to Plaza Merdeka especially the Kiidz Clubhouse. Luckily, our prediction was correct as we get more than 40 parents who are using the Kiidz Clubhouse from afternoon to the evening. We also had to set some of our member at the Parkson and the Food Court to achieve the 70 respondent to our questionnaire.

The last limitation of our research study was some of our members have low confidence in communication to the respondent. This also made our questionnaire hands out spend more time than we should. I hope that in the future, we can be more confidence when communicating to the prospective respondent.

10 Conclusion
In conclusion, all our problem questions had been answered. The objective of this study also been achieved. We acquired the answer to the problem statement by doing a descriptive nature based report. We also choose the quantitative data collection and managed to collect almost accurate statistic. Thus, we believe that the best choice of service for Kiidz Clubhouse to provide is the After School Care Service according to the data collected.

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11 Appendices

Marketing Research Report 2013

Borang Soal Selidik Survey Questionnaire

Tuan/Puan, Kajian ini dijalankan untuk mengkaji sama ada Kiidz Clubhouse perlu membuka sebuah pusat jagaan harian pada hari-hari minggu dan jenis perkhidmatan yang diperlukan oleh ibu bapa untuk menghantar anak-anak mereka ke pusat jagaan harian. Sila jawab SEMUA soalan dalam borang soal selidik ini dan kembalikannya kepada penyelidik. Masa yang diambil adalah tidak melebihi 15 minit untuk melengkapkan borang soal selidik ini. Sila ambil perhatian bahawa kesemua jawapan adalah sulit dan data agregate sahaja yang akan digunakan dalam analisis. Maklumat dan identiti anda akan dirahsiakan. Anda mempunyai hak untuk tidak turut serta atau menghentikan penyertaan anda pada bila-bila masa. Maklumat yang diperolehi akan digunakan sebagai data agregate dalam penganalisisan kajian ini. Data yang dikumpul akan disimpan dengan selamat dan hanya boleh dicapai oleh penyelidik sahaja. Terima kasih kerana meluangkan masa dan memberi kerjasama baik untuk menjawabkan semua soalan. Dear Sir/Madam, This survey is carried out to study whether Kiidz Clubhouse should open a daycare center on the week days and what kind of services must be provide when parents send their children over to the daycare center. Kindly answer ALL the questions in the questionnaire and return it to the enumerator. It should take you not more than 15 minutes to complete the questionnaire. Please note that all responses are confidential and only aggregate data is used in the analysis. Your confidentiality and anonymity is assured. You have the right to not participate or to discontinue your participants at any time. The information gathered will be used as aggregate data for analysis purposes in this study. Data gathered will be stored safely and can only access by the researchers only. Thank you for lending us some of your time and your assistance in completing this survey. Penyelidik / Researchers: Team Systematic, Swinburne University of Technology, Sarawak Campus. 14 | P a g e

Bahagian A / Section A: Soalan Demografik / Demographic Question

Marketing Research Report 2013

Jawapan / Answer Lelaki / Male Perempuan / Female

Pernyataan / Statement

Apakah jantina anda? / What is your gender?

Berapakah lingkungan umur anda? / What is your group age?

20-29

30-39

40-49

Apakah bangsa anda? / What ethnics you come from?

Di mana anda dibesarkan? / Which city are you from?

Di mana anda tinggal sekarang? / Which area do you live now?

Apakah pekerjaan anda? / What occupation do you do?

Berapakah jumlah pendapatan bulanan keluarga untuk sebulan? / Family household income per month?

Less than RM2000

RM2000- RM4001RM4000 RM6000

More than RM6000

Adakah anda mempunyai anak berumur bawah 12 tahun? / Do you have kid/kids below the age of 12? Pernahkah anda melawat dan menggunakan servis di Kiidz Clubhouse? / Have you visited and used the service serve at the Kiidz Clubhouse?

Yes

No

Yes

No

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Bahagian B/ Section B: Kaji Selidik Kepuasan Hati Ibu Bapa Terhadap Servis Yang Disediakan Oleh Kiidz Clubhouse. / Satisfaction Of Parent On The Service Provided By Kiidz Clubhouse Survey. Tandakan () pada skala 1 hingga 7, bagaimana anda menilai pernyataan-pernyataan di bawah/ Tick () on a scale of 1 to 7, how would you rate on the following statements? Sangat tidak setuju/ Strongly Disagree Sangat Setuju/ Strongly Agree

Marketing Research Report 2013

Pernyataan/ Statement

Kiidz Clubhouse merupakan satu tempat yang selamat untuk kanak-kanak. / Kiidz Clubhouse is a safe place for kids.

Persekitaran dalam Kiidz Clubhouse adalah bersih untuk kesihatan kanak-kanak./ The environment in Kiidz Clubhouse is hygience for kids health.

Pekerja dalam Kiidz Clubhouse adalah profesional. / Workers in Kiidz Clubhouse are professional.

Kiidz Clubhouse kemudahan yang berkualiti seperti yang diiklankan. / Kiidz Clubhouse provides quality facilities as advertised.

Lokasi Kiidz Clubhouse adalah sesuai untuk ibu bapa./ The location of Kiidz Clubhouse is ideal for the parents.

Anda akan terus memilih perkhidmatan Kiidz Clubhouse pada masa akan datang./ You would continue to choose Kiidz Clubhouse services in the future time. Anda akan mengesyorkan perkhidmatan Kiidz Clubhouse kepada ibu bapa lain./ You would recommend Kiidz Clubhouse services to other parents.

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Bahagian C/ Section C: Kaji Selidik Terhadap Pertimbangan Harga Melalui Pendapatan Bulanan Keluarga Dan Diskaun Yang Diberikan. / Price Consideration Through Household Income And Discount Given Survey Tandakan () pada skala 1 hingga 7, bagaimana anda menilai pernyataan-pernyataan di bawah? Kecuali pernyataan tentang jumlah wang. / Tick () on a scale of 1 to 7, how would you rate on the following statements? Except for the statements involving the amount of money.

Marketing Research Report 2013

Pernyataan/ Statement

Sangat tidak setuju/ Strongly Disagree

Sangat Setuju/ Strongly Agree

Jumlah anak bawah 12 tahun dalam keluarga. / No of children below age of 12

Berapa jumlah pendapatan dihabiskan untuk anak seorang, termasuk taman asuhan? / How much do you spend for one child including day care service? Adakah yuran kemasukan ke Kiidz Clubhouse berpatutan dengan servis yang ditawarkan? / Does the fees offered to customers with the service provided reasonable? Adakah Kiidz Clubhouse perlu membuat iklan tambahan tentang servis yang ditawarkan? / Does Kiidz Clubhouse need to make an extra advertisement about the service provided? Jika Kiidz Clubhouse hendak membuka satu servis baru, adakah anda mahu menggunakan Perkhidmatan Jagaan Harian / Selepas Sekolah? If Kiidz Clubhouse to open a new service, would you like to use Day Care / After School Care service? Berapakah anda sanggup membayar untuk perkhidmatan penjagaan yang dipilih anda untuk soalan di atas? How much you are willing to pay for the care service you choose above?

Less than RM150

RM150RM300

More than RM300

Perkhidmatan Jagaan Harian Day Care Service

Perkhidmatan Jagaan Selepas Sekolah After School Care Service

RM

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Marketing Research Report 2013

Some of the survey questionnaire handed

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Marketing Research Report 2013

The returned survey was verified to be answer completely.

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