Assignment: Huella Online – Survey Research Design
Huella Hong Kong is an online travel agent that is headquartered in Malaysia and mainly serves customers from Hong Kong and Macau, with other Huella sites targeting travelers from the remaining nine Asian markets where Huella has operations.
Huella Hong Kong has been experiencing low market share and lower-than-expected revenue growth since the launch of its Hong Kong in 2000. Indeed its performance has not been on par with the other markets.
The general risk-averseness of Hong Kong consumers towards online travel purchases and low awareness of the Huella brand appear to be the key hindrances towards online travel purchases in general and towards Huella’s products and services in particular.
The situation is ironic because of the high internet usage penetration rate in Hong Kong and the techno-savvy nature of its population, particularly that of young people.
Given the situation in the case and what has already been learned about the market via prior qualitative research, you are being asked to design a quantitative survey to support Huella Hong Kong’s senior management.
As part of this effort, you should be considering:
What is the marketing management problem currently facing Huella Hong Kong and what types of information would they need to properly address it?
Who are the various consumer segments that exist in this market?
What is the “state of play” for Huella and other online travel agencies in their ability to address consumer needs?
How should Huella define the marketing challenge and setting their near term objectives in light of that?
Case write-up:
Your case write-up should have two components:
A basic brief outlining the rationale, objectives, and structure for this phase of survey research. You can think of this as an internal document to justify why this research is needed, what the primary areas of inquiry are (i.e., what do we need to learn), who do we want to survey, and how it should be executed (i.e., methodology; length; sample size; etc.).
Again, be sure to include some discussion of the justification for these recommendations. This briefing document must be limited to one-page in length (8.5”x11”), 12-point font, double-spaced, 1” margins on all sides.
Based on what you have identified as the priority area for insights, then draft a survey section to address as much as of that content as deeply as you can.
You can use any kind of question structure that you believe will be effective. There is no page nor question limit, but this section should not take longer than 3 minutes for the respondent to complete.
If appropriate, you may use skip logic in your questions, open ends, sorting tasks, etc.
This section will be evaluated based on the quality of potential insights relative to the learning objectives, creativity, practicality / respondent burden, rigor and soundness of the approach.
Write-ups will be graded with equal weighting given to each of the two components.
In both cases, alignment and logic of your recommendations to the underlying analysis of the situation, as well as the quality of writing will also factor into your overall score.
Last Completed Projects
| topic title | academic level | Writer | delivered |
|---|
