104179797HoangGiaHanAssignment 2MKT20019

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Swinburne University of Technology **We aren't endorsed by this school

Course

MKT 20019

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Marketing

Date

Jan 8, 2025

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Uploaded by ProfessorBarracuda3446

2 2024-HX05-MKT20019-Marketing Research and Analytics (HCMC) Assignment 2 –Individual Research Proposal Student Name: Hoang Gia Han Student ID: 104179797 –SWS00296 Lecturer: Dr. Anna Thuan Submission date: 17/10/2024 Word count: 2200

5 BackgroundSince its founding in 2018, Kew, Victoria's Ladder Art Space (LAS) has been a thriving center for modern designers and artists, encouraging originality and creativity (Ladder Art Space, 2024). LAS supports artistic expression and cultural involvement by providing workshops and art instruction, in addition to acting as a venue for showcasing artistic talent.Despite achieving steady cash flow over the years, LAS faces challenges due to strong competition, particularly in engaging its target audience and building brand recognition. •Revenue (Datanyze, 2024): AUS $980K.•Social media following: 6424 followers ( see Appendix A).This paper presents a proposal that LAS commissioned to address its marketing issues. The report looks into ways to increase male student involvement in LAS workshops and addresses important topics by gathering secondary data and developing a research design for primary data collecting.Marketing Problem:LAS aims to expand its "Paint and Sip" offerings and enhance brand recognition. However, the current marketing efforts are failing to effectively engage the target market, making it difficult for LAS to stand out from competitors in the art sector. Research Problem:Investigate why its "Paint and Sip" concept failed to reach its intended demographics. Construct the best digital and social media marketing campaigns to raise brand exposure in Australia's fierce art market on both online and offline methods.

7 Secondary Data Research Objective 1 To support RQ 1.1 and RQ 1.5, from the data obtained from the Australian Bureau of Statistics (2023a), individuals between the ages of 15 and 17 who are male (80%) and female (83%) have the highest likelihood of attending artistic exhibitions or events among all age groups. Additionally, a survey found that millennial females around the ages of 35 and 50 make up 70% of LAS's core intended audience; these women are notably who are raising families and aspiring businesswomen (BusinessGuru, 2024). Appendix B of LAS's "Paint and Sip" classes demonstrates that Gen Z is a promising target market, according to the Australian Bureau of Statistics. Art classes are one way that members of this demographic, who are mostly from Australia, are expressing their increased interest in mental health and mindfulness practices (Tuan, Visentin, and Giandomenico Di Domenico, 2023). Although Gen Z is less inclined toward traditional art institutions or classes, they exhibit a greater preference for modern art and group creative and cultural events (Bresler, 2023, pp. 2-4). Other reviewed literature, which draws on perceptions of art, sheds light on the differences in attendance rates between genders. Wikberg (2013) speaks specifically about how much individuals identify fine arts as a feminine discipline and how gender impacts their decisions to participate in the arts. Deepwell (2020) and Campbell (2020) stated that heterophobic remarks directed towards other young men who do not exhibit behaviors deemed "man-appropriate" and peer pressure are the main causes of boys' low participation in fine art education. In light of these circumstances, LAS must go beyond its present clientele in order to better understand its target market by taking factors including age, gender, and wealth into account. To support RQ 1.2, DiMaggio and Useem (1978) found that schooling, present income, and teenage exposure to the arts were major factors influencing participation in an empirical study on art consumption. In support of this, Bourdieu and Nice (2024) emphasize how family socialisation promotes participation with art and culture. Research by van den Broek (2013), Bergonzi et al. (2020), and Kracman (1996) additionally demonstrates that early arts education exposure (either through creation or appreciation) has a long-lasting effect on subsequent engagement in artistic endeavors. Borgonovi (2004), on the other hand, offers an alternative viewpoint. He contends that

8 although art education may not directly affect the frequency of engagement, it does lay the groundwork for participation in other artistic endeavors and provides insightful information about how workshops can pique interest and maintain attendance. Ladder Art Space (LAS) is competitive with other art galleries and museums in Victoria, according to the Australian Bureau of Statistics (2023b). It also emphasizes the necessity of distinctiveness in order to draw clients, even as this region offers LAS a convenient venue for holding its courses. Following Western Australia (WA) at 69% and Victoria at 61%, the Australian Capital Territory (ACT) had the highest adult attendance rate at artistic events in 2022 (72%) (Appendix C). According to Temple and Gan (2020), those who visit art galleries and museums frequently in Australia are typically from better socioeconomic classes and have higher incomes and education levels than the ordinary person." Despite being available to people of all income levels, people in the middle- to upper-class range are those who attend art lessons the most frequently (MBN, 2023). According to an Australian Bureau of Statistics (2019b) and Whitson (2023) report on earnings, those in the 35–54 age group who make more than AUD 6,262 per month are classified as belonging to these income groups. RQ 1.3is somewhat addressed by the data presented here. For RQ 1.4, According to Cheung (2023) and Ladder Art Space (2023), "Paint and Sip" workshops are primarily considered social gatherings that allow participants to unwind and express their creativity, while "Paint Your Pet" sessions are more targeted towards pet lovers who wish to create custom portraits of their animals. Research Objective 2 It is insufficient to merely use secondary data to notice and explain the RQ 2.1 and RQ 2.3. Thus, more primary data collection is necessary and mandatory to achieve the research goal. To respond to RQ 2.2, several reasons influence why people join art and entertainment events, including Paint and Sip or Paint Your Pet workshops. Studies on the drivers of attendance at events, like the Lexmark Indy 300 Champ Car race, demonstrate that the ambiance, entertainment, social factors, and group identification are the primary motivators (Menzies & Nguyen, 2012; Jones, Byon, and Huang, 2019). Furthermore, cultural motives investigated in studies of the humanities and social sciences imply that individuals might be drawn to these classes as a means of pursuing the arts and embracing culture (Mrva-Montoya, 2021; Howard, 2022). The significance of arts and artistic

9 activities in cities including Melbourne, which draw tourists from both domestic and foreign countries, emphasizes the allure of such creative endeavors (Gorchakova & Hyde, 2021).

10 Literature review

11 Theoretical model

12 Proposed Research Design Two phases will be used in the proposed research design: Phase One will be exploratory research (focus groups), and Phase Two will use descriptive research (surveys) to answer the study questions and objectives. Phase One Initially, rather than depending exclusively on quantitative data, a qualitative research approach would be utilized to offer comprehensive insights into the research objectives and concerns. To specifically support Research Objective 1 including RQ 1.2, 1.4, 1.5, and 1.6 and Research Objective 2, a focus group will be chosen as part of the exploratory research. In addition to learning about participants' interests and views about art workshops, the focus group aims to identify barriers that keep people from signing up for LAS Paint and Sip programs. Comparing this approach to one-on-one interviews, it is more economical and time-effective. Focus group have the advantage of providing insightful information for the study. Both extroverts and introverts will be in the groups, though some of them feel at ease having conversations with individuals who have different viewpoints. Particular trends that might go unnoticed in individual interviews might surface in this inadequate, guided group environment. Focus group, however, rarely accurately represent the opinions of all members (Bommelé et al., 2014). To explore participants' views, attitudes, values, viewpoints, and knowledge regarding contemporary art workshops, the facilitator will use open-ended questions. The meetings will be recorded for in-depth examination at later dates. Detailed guidelines and discussion questions are included in the Appendix H.

13 Targeting Population & Sampling Method The focus group will be made up of female millennials between the ages of 35 and 50 and Gen Z members who value mental health and are trend-conscious. There will be 6–12 individuals in this group, allowing for a 60–90 minute session that promotes self-guided discussion. Probability sampling, more especially, stratified sampling will be used to guarantee balanced representation and keep no one faction from controlling the conversation. To properly represent the target population, the right sample size must be chosen. To reduce sample errors and provide a 95% confidence level in the results, a 5% margin of error will be imposed. Research Objective 1 Group discussions forRQ 1.2, 1.4, 1.5, and 1.6 will examine individual interests in the "Paint and Sip" and "Paint Your Pet" workshops their income levels and backgrounds. By highlighting the disparities in preferences and motives among distinct groupings.Research Objective 2 RQ 2.1, 2.2, and 2.3 will provide further light on the variables influencing the participation of diverse populations in the courses.Research Objective 3 RQ 3.1 is especially helpful when the research intends to investigate disparities across various subgroups, since it will look at individuals as well as the kind of social media channels they use most frequently to appear in LAS advertisements (see Appendix H, Focus Group Transcript).

14 Phase Two The best approach for answering the goals of study and research questions is descriptive research that offers thorough and understandable responses. An online survey that involves corresponding with an accurate representation of respondents will be used to collect the primary data. This survey will be administered remotely via email lists in a non-interactive style, providing an affordable and efficient way to gather an enormous quantity of data. Both qualitative and quantitative analysis are supported by this method (Seixas et al., 2017). In addition to determining the most successful marketing tactics, the study approach attempts to investigate the characteristics, interests, behaviours, and motives of the LAS intended audience. Target Population, Sampling Method & Measurement The intended population of research consists of individuals who interact with LAS on social media along with previous and present participants in the Paint and Sip and Paint Your Pet events. This diverse sample offers a comprehensive insight into the target demographic. Systematic sampling is an affordable, probability-based strategy that was selected due to its proven economic benefits, straightforward sample selection, and straightforward verification. The ideal number of respondents is between 50 and 100, providing an adequate amount of data for an in-depth evaluation. Statistical software, including SPSS or Excel, will be used to examine quantitative data in order to find patterns, correlations, and noteworthy variations between groupings. Thematic examination of qualitative data from open-ended responses will reveal underlying preferences, motives, and communication strategies effectively.

15 Research Objective 1 A nominal measuring scale will be used for RQ 1.1to obtain numerical data via multiple-choice questions and record demographic factors like age and gender. This method sheds light on possible disparities in the interests of male and female participants (see Appendices I, Q 1.1 & Q 1.2).In order to ensure precise and unambiguous answers, the forced-choice scale asks respondents to score their level of interest. Since the wide term "variable predicts interests" necessitates open-ended responses, the data gathered to address RQ 1.2will be subjective. We'll include a comment box so that users can share their thoughts. Though less concrete, this qualitative data can point up untapped opportunities and passions (see Appendix I, Q 2.6). RQ 1.3will be measured as a nominal variable in order to evaluate the association between interest in art classes and financial position. Participants' distances from metropolitan centers will be categorized based on how accessible the workshops are (see Appendix I, Q 1.6) to investigate whether accessibility affects attendance rates. To gather responses for RQ 1.4, participants will be asked to indicate how much they agree or disagree with a series of statements on a Likert scale (1–5). Scale: (1) "Not at all interested"; (5) "Extremely Interested"; compares the two workshop formats (see Appendix I, Q 2.1). Survey Q1 on gender informs RQ 1.5, which does not need a particular question. The research team will categorise gender to ensure researchers may compare preferred class type, relationships, and interests. For RQ 1.6, to figure out whether relationship status between individuals affects their desire to attend Paint and Sip sessions, relationship status will be characterized. This will illustrate possible demographic trends. Research Objective 2 For RQ 2.1, respondents will indicate how much they agree or disagree with a series of assertions by using rating scales, specifically the Likert scale (1–5) (see Appendix I, Q 2.2 & Q 2.3). The purpose of the workshops can be prioritised as creativity, relaxation, socialisation, or skill development. RQ 2.2will be used as a grading system for a number of significant elements, including price, reputation, location, social atmosphere, event distinctiveness, and instructor experience (see Appendix I, Q 2.4). Ordinal scales will be used to apply RQ 2.3, understanding

16 participants' artistic preferences and directing workshop offerings and content (see Appendix I, Q 2.5). Research Objective 3 RQ 3.1 will be implemented using a nominal measurement type to let respondents choose from several kinds of social media sites without having to rank them in a specific order to keep up with art and entertainment events (see Appendix I, Q 3.1). Ordinal scale will be measured in RQ 3.2, where respondents are asked to rank different types of marketing materials by effectiveness (see Appendix I, Q 3.2). The interval scale for RQ 3.3 will evaluate the persuasiveness of various communication pitches customized for every kind of workshop, i.e., (1) Not Effective–(5) Highly Effective (see Appendix I, Q 3.4).

23 Source: Ladder Art Space (n.d)

25 Appendix D Source: Data Reportal, 2024 Appendix E Source: Genroe (2023)

26 Appendix F Source: Data Reportal (2024) Appendix G Source: Data Reportal (2024)

29 Appendix I.SurveyQuestionnaire