You are the owner of an upscale nightclub called Amnesia Nights on Sunset Boulevard in Hollywood, California. When you opened the club two years ago, it quickly became a trendy hotspot, attracting crowds of partiers in their 20s and 30s, plus a fair share of celebrities on the weekend evenings. However, in the last six months, attendance has declined significantly. You know that some clubs have a short (yet glamorous) lifespan, but you are determined to be part of the scene for years to come. You have decided that the first step in recovering from the slump is marketing research.
Develop your ideas for marketing research by responding to the following questions:
What primary and secondary information would you seek? Why?
Who would be your research subjects? Why? How would you find them?
What research methods would you use (e.g. surveys, focus groups, etc.)? Why?
What are the advantages and disadvantages of your approach?