Field/Primary research involves house to house, or street surveys, and includes questionnaires, test marketing and consumer panels. There are advantages and disadvantages when gathering and using primary research, the main advantage is that you can gather specific and detailed information, for a relatively low cost. Whilst the disadvantages are that they are very time consuming methods, and you only get a few peoples opinions, unless it is a nationwide survey, which can be very expensive.
Desk/Secondary research involves using existing sources of information to research the market, it includes government statistics, published market research information, quality newspapers, reports and magazines. The main advantage for this method is that it is very cheap, but the disadvantage is that you do not get specific information based around your business. For my Primary research I have carried out a questionnaire I gave it out to twenty people 10 males and 10 females, all of different ages over 18. I then took the results and gave a graphical representation of them in order to make them clearer.From this questionnaire I aim to find out where to place my business, what type of business to open up and also to identify any important requirements that consumers want my night club to have. My main source of Secondary research was the internet, through the internet I was able to gain access to information concerning my main competitors (other nightclubs in the North London area). Analysis of Secondary Research Results I searched the internet for close competitors in the nightclub business and came up with a list of nightclubs in the North London area.
Here are just some of my competitors:- I found that there are many other nightclubs in the North London area but there is a lack of variety e. g. there are hardly any Latin clubs. As a result of this it is likely that I might consider opening up a Latin themed nightclub. This ties in quite well with my primary research results as I found that there is a fairly high demand for a Latin nightclub. Even though there are many nightclubs in North London I believe that it will be beneficial to open up a nightclub there as there is already a large market available.Many people travel to North London to visit nightclubs every week therefore it would seem accurate to assume that my nightclub once established, could attract these people. Analysis of Questionnaire Results I carried out the questionnaire and gave it to twenty people, to be fair 10 males and 10 females of different ages.
I graphed my results and interpreted them into my own understanding, with these results I can determine what consumers want from my nightclub. The majority of the people asked where between 18 and 30 years old and all had visited a nightclub before.Most lived in North London and drove a car, nearly all of them had been to a nightclub within the last month, 7 out of the 20 asked had been to a nightclub within the last week. 75% (15 people) of the people went to nightclubs in the North London area but 25% (5 people) of the people went elsewhere. 18 people drove a car and those same 18 wanted parking facilities when visiting a nightclub. Half (10 people) of the people asked said that they would like to see a new nightclub open up in North London.Nearly all of the people asked drank alcohol when they went to nightclubs, and all of them would take advantage of any special offers available. 40% of the people asked used public transport and 30% of the people would get a cab to and from a nightclub.
I found that people leave nightclubs at all different times but most of the people I asked would leave roughly around 2 a. m. My next result was surprising I gave people a list of music genre’s for a nightclub and asked them which one they would like the most in a nightclub.
9 people said that they liked Latin music. The majority of the people asked would like a dance floor in the nightclub. 18 people said that they would pay an entrance fee to get into a nightclub, the majority of these people would pay between i?? 5 and i?? 10. I asked what people what they would prefer, low priced drinks and a high entrance fee or moderately priced drinks with no entrance fee and found that 14 people felt that they preferred to pay a higher entrance fee with lower priced drinks rather than no entrance fee and moderately priced drinks.
Finally I asked people what they preferred to drink when in a nightclub and found out that alcopops, beers and lagers were the favourites closely followed by spirits and liqueurs. From these results I have decided to locate my nightclub somewhere in the North London area, with a Latin theme. The prices will need to be thought of carefully but will most likely be between 10. Also I will need to provide parking facilities, as most people drive cars. Secondary researchNow that we have established the basic demands for the club in relation to what type of music, drink, opening time, age group etc. we must look at the location and competitors a new club would face if it was opening some were in north London.
Firstly we must look competition as this will remain the same were ever the club is based in north London because as the primary research shows clabbers are willing to travel up to and including nine miles. Her is a list of all the night-clubs in the north London area and their location, these would be the competitors to any new club.