Free Essay Example - Case Study USTA

Currently, various business opportunities have escalated with social context to offer the ever-evolving demands for some services and goods. Numerous new concepts are made from the present trade to fill the prevailing gaps in firms hence providing for the dynamic wants of individuals. The contemporary innovative tennis team is one of the newly founded clubs targeting mainly young individuals in aiding to develop and supporting talents. It prepares to provide substantial compensation in the industries owned by its opponents; it has managed to strategize and comprehend its abilities, and endowments properly. However, many people perceived tennis as elitist; hence the number of individuals playing this game continued to be constant for some years. As a result, to bolster tennis in the consumer’s minds and inspire more individuals to participate in tennis, The United States Tennis Association (USTA) financed surveys on distinct sports history. It employed The Taylor Research and Consulting Group to perform the study. The aim of USTA’s new marketing determinations and advertising campaign was to modify the elitist insight and generate a more significant affinity for tennis in a gradually culturally diverse population. This paper aims to analyze the case study of USTA.

Is your time best spent reading someone else’s essay? Get a 100% original essay FROM A CERTIFIED WRITER!

Order now

Vigilante used the survey results conducted by USTA and complemented with qualitative research. The sampling model used by Vigilante was peer-to-peer intercept interviews as the team perceived the necessity to get more direct responses from the sample concerning their insight of tennis. The procedure involved 30 to 40 peer-to-peer intercept interviews that occurred in diverse environments such as clubs and streets (Schindler & Cooper, 2004). The deployment of Vigilante workforce associates and contract employees as interviewers, coupled with the utilization of videographers during the assessments, usually offer more channels of data leading to the capability to analyze the recorded file for decision-making. Besides, performing interviews in the physical environment provides the researcher with the chance to investigate further according to the participants’ feedback into areas the assessor may not have projected.

USTA management faced a threefold dilemma concerning the tennis teams. Elitist stereotypes involved in the tennis game challenged USTA as it struggled to appeal younger and more different audiences to study and play the game while employing and holding existing players (Schindler & Cooper, 2004). USTA faced the challenge of inspiring previous tennis players to continue playing the game. The management of USTA recognized the existing problem and decided to take a step to change these perspectives. They employed a research group that had ascertained itself with its operative and distinctive investigation approaches such as the Taylor research team. Besides, the Taylor Group utilized random dialing processes and screening queries to find households that encountered the factors. The procedure indicates that Taylor’s team used a stratified random sampling method. The surveys and samples used in the research were very successful. The model was executed from similar populations utilized by the USTA in performing related study in 2002 hence making the sampling procedure more efficient (Schindler & Cooper, 2004). Thus, this shows an appropriate addressing of the problem formulation.

The analysis performed by the Taylor Research team was intended to quantify involvement amid all demographics, and comprehend the reasons for tennis participation. The Taylor Research team generated data from two distinct phone surveys, which included a 10-15 minute prolonged phone analysis and random-digit 5-minute dialed mobile assessment given that the investigations requested about the tennis contribution of all household participants over the age of six years (Schindler & Cooper, 2004). The participants’ numbers from both the studies ranged between 2032 and 66,000 (Schindler & Cooper, 2004). The 10-15 minute survey entailed three sample sections, which included; individuals who had never played the game, current and former tennis players (Cooper & Schindler, 2004). The questions in the survey included numerous closed-ended queries that examined who encouraged contestants to play tennis, their preferred tennis player. Also, the team included further demographic questions such as ethnicity, which gave them more substantial data. Therefore, both surveys inclined to quantify contribution among all demographics, thus clearly identifying the research proposal.

At times marketing determinations fail, irrespective of the remarkable team members in the firm, and the clients might not seem understanding or compassionate to the situation. Firms experience the paramount performance of employing a substantial and long-term group who are fully incorporated and invested in their job to handle projects (Asian et al., 2019). Hence outsourcing industries services is an entirely logical business approach by having the willingness to sacrifice quality for quantity and belief in targeting customers concerned in this model. Thus, outsourcing market research to an independent agency can aid smooth some of the organization’s team’s challenging edges and enhance client satisfaction.

Ethnography entails a continuing effort to place particular encounters, occasions, and understandings into a more significant setting (Moraes, 2014). The approach permits individuals to observe the multi-sited and, at times, the transnational flow of persons, activities, and things. Vigilante had adopted survey methods, intercept interviews, and videotaped ethnographic methods when conducting research. However, Vigilante could have utilized participant observation ethnography to identify and evaluate unanticipated concerns. An ethnographic investigator’s in-situ attendance aids alleviate this risk as the questions will become directly deceptive to the researcher (Moraes, 2014). Also, participant observation as it can uncover and evaluate relevant user emotions and attitudes such as unanswered questions. Thus, participant observation ethnographic methodology suggests that the study is far from straightforward.

The Taylor research team divulges that they incorporated ethnicity in the tennis groups. The study showed that the current and new African American in the team were 5% and 10% respectively, while the current (Schindler & Cooper, 2004). In contrast, new Hispanic players in the group were 16% and 22% respectively (Schindler & Cooper, 2004). Hence, this analysis revealed that the tennis team was reflecting multicultural diversity in the population of the US. Also, the research integrated paired interviews with members who shared similarities such as life characteristics and ethnicity, allowing for enhanced rapport establishment and accessibility to get responses. Contributors may have felt more contented expressing specific opinions with people sharing some commonalities. The focus of the paired interview is to establish a dynamic in which the members interact with other people hence identifying differences in working terminologies.

As the CEO of the marketing research firm that performed this research, a different method to utilize in addressing the challenges of the tennis game is the iterative insights communities. According to Digsite (2017), iterative Insights helps marketers to engage with a highly targeted team of clients over a short period. Multiple customer interaction enables a researcher to comprehend current practices, brainstorm solutions, and improve positioning or communication perceptions. Hence it offers marketers real-time contribution to establishing excellent and more informed choices in the development cycle. The approach provides the most flexibility for scrutiny and group relations, securing acumens from customer response and notions to drive industry decisions.

In a nutshell, each contemporary business needs research and development unit for projecting early and prospect chances. Performing research in firms’ aids in marketing and advertising of services and goods. A researcher should try to preempt any possible ethical concern by reading prior ethnographic works and familiarizing themselves with study conduct. Every researcher should provide full disclosure of his or her individuality and aim to collect data. The survey in USTA offered a suitable introduction for members; however, it failed to state some of the main aims of the research. Since the following questions explored into specific queries connected to tennis and participants, there could have been a statement of the purpose in the introduction.

References

Asian, S., Pool, J.K., Nazarpour, A. and Tabaeeian, R.A. (2019). On the importance of service performance and customer satisfaction in third-party logistics selection: An application of Kano model. An International Journal, 26 (5), 1550- 1564. https://doi.org/10.1108/BIJ-05-2018-0121

Digsite. (2017). How to buy online qualitative research and assess providers. Digital

Moraes, C. (2014). Using multi-sited ethnography in consumer research: An exploration of new consumption communities. SAGE Publications, Ltd.

Schindler, P. S & Cooper, D. R. (2004). USTA: Come out swinging. Mcgrill.