Lesson 10
Unit of study
Unit 2 Marketing in leisure and tourism
Website Section: 2.3
– Market research
Resources

Yellow pages, Thompson local or similar
– copies of Video Rental shop entries

Street map of local town

Printouts of local town map from multimap – scaled so that town fits on 1 page A4 – major roads only

Access to computers
Aim of lesson

To employ a range of market research techniques

To understand the difference between primary and secondary research
Activity

Locate each video rental shop in turn using street map and mark onto local map - numbering each one on the map and on the list for identification

Identify any areas where without a video rental shop, find out what is in those areas
– explain why that may be.

Identify a potential location for a new Blockbusters video rental shop close to where you live

Make a list of the things you would need to find out in order to tell the Blockbusters management team in order to persuade them to invest in a new store in your chosen location.

Design a list of questions to help you find out from where the potential customers for the new
Blockbusters shop currently rent their videos.

Discuss how the answers to the questions could be collected and analysed – explain difference between open and closed questions; link to the collection and analysis of data from closed questions

Design a questionnaire, trial and refine it.

Design a spreadsheet to collect the data from the questionnaires