Chestnut Ridge Country Club - Case 1 PDF

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Case Study: Chestnut Ridge Country Club

November 11, 2020

Management (or Decision) Problem The Chestnut Ridge Country Club is highly reputable country club in Elma, Tennessee. The problem that this outstanding country club is most recently facing, is the decline of people seeking memberships. This decline did not go unnoticed, even with no records of how many membership applications received each year not tracked. To make matters more pressing, the competing country clubs in the area (namely, Alden, Chalet, and Lancaster) were not experiencing equal decline in membership applications. To gain insight into the matter, the board of directors hired outside research firm to conduct a study of the country clubs in the area.

Research Problem & Objectives To move forward in determining the reasoning of the decline in membership applications, the hired research firm conducted a study of the country clubs in Elma, Tennessee. The goals of the research were:

1. To outline areas in which Chestnut Ridge fared poorly in relation to other clubs in the area; 2. Determine people’s overall perception of Chestnut Ridge; and 3. Provide recommendations for ways to increase membership applications at the club.

Methodology

Case Study: Chestnut Ridge Country Club

i.

November 11, 2020

Research Design

The best research design that is most fitting for The Chestnut Ridge Country Club is, descriptive research. The Chestnut Ridge Country Club’s hired researchers thought it would be most useful to survey members from Alden, Chalet, and Lancaster country club. The benefit behind the destination of choice, is because this form of research is often used to define attitudes and traits by a group on a given subject. In this case, “(1) members of these other clubs would be knowledgeable about the levels and types of services and facilities desired from a country club and (2) they had at one time represented potential members of Chestnut Ridge.”

Based on the research problems and objectives stated above, The Chestnut Ridge hired researchers prepared a survey with a range of choices that the participants have the opportunity to choose from. The structured survey questions asked consumers about The Chestnut Ridge Country Club along with three other competitors, Alden Country Club, Chalet Country Club and Lancaster Country Club. This effectively removes bias caused by knowing the creators of the survey. As a bonus, it allows for comparison between the competitors allowing Chestnut Ridge Country Club to make strategic choices based on their strengths and weaknesses, perhaps mirroring some of the advertising techniques used successfully.

The majority of the survey questions use a Semantic Differential Scale to gauge the importance consumers place on certain aspects of a country club while choosing what’s most fitting to their needs. Semantic Differential Scale questions are ‘a form of a rating scale designed to identify the connotative meaning of objects’, while allowing one to choose how much a trait or quality an item has. In middle of the questionnaire, Likert Scale is used to ask participants if they agree or

Case Study: Chestnut Ridge Country Club

November 11, 2020

disagree with certain attitudes pertaining to the research objectives each competitor. The last set of questions in the questionnaire survey are very much identifying market segmentation such as; demographic, geographic, and psychographic.

ii.

Design of Data Collection

The Chestnut Ridge Country Club collected data through primary sources. A questionnaire was delivered through mail, while respectively destroying mailing information of all participants after the delivery of the survey questionnaires. The researchers subsequently met with the Chestnut Ridge board of directors, to discuss the approval of distributing the reports and findings of the survey’s, in exchange for the mailing lists of each clubs’ clients.

The list provided by each club showed Alden had 114 members, Chalet 98 members, and Lancaster 132 members. Both the response and rate and adequacy of the survey was fairly high. There was a total of 348 surveys distributed in total, with a response rate of 72 percent.

iii.

Sample Design & Data Collection

The list provided by each club showed Alden had 114 members, Chalet 98 members, and Lancaster 132 members. Both the response and rate and adequacy of the survey was fairly high. There was a total of 348 surveys distributed in total, with a response rate of 72 percent.

Evaluation and Analysis

1.What kind of research design is being used? Is it a good choice?

Case Study: Chestnut Ridge Country Club

November 11, 2020

As already stated above, the research design used in this study is exploratory analysis is exploratory research, which is a programming form used to analyze theories and observations. It is one of the most basic ways of architecture that can be used to explain issues rather than generalize them. It may be used to build hypotheses, to express the decision-making issue of the board of directors; to streamline concepts and enhance experience. Incidental testing concentrates on the relationship between cause and effect, a descriptive study is used to detect the frequency of something. In this case, Chestnut Ridge main objective is to be mindful of why its membership has declined and what the root of the problem could be. To conclude, exploratory analysis is the best form of research design in this case.

2.Do you think it was ethical for the researchers not to disclose the identity of the sponsoring organization? Do you think it was ethical for the boards of directors to release the names of their members in return for a report that analyzes their members’ perceptions toward their own club? I think it was ethical for the researchers not to disclose the identity of the sponsoring organization. The main objective of the researcher was to help The Chestnut Ridge Country Club obtain knowledge to improve its profitability and brand awareness. It allowed them to gain a strategic edge by not sharing their names, as it gave them knowledge that could affect the other clubs. From my point of view, it was immoral for the board of directors to disclose the names of their members, in exchange for their members knowledge. It not only is an immoral supply of personal data for the member, but the management board was not confident for when the details might be used. At the end of the day, everyone got what they wanted and asked for.

Case Study: Chestnut Ridge Country Club

November 11, 2020

3.Overall, how does Chestnut Ridge compare to the other three country clubs (Alden, Chalet, and Lancaster)? In what areas might Chestnut Ridge consider making improvements to attract additional members? Overall, based on the data collected from the questionnaire survey, The Chestnut Ridge Country Club ranked higher than Alden, Chalet, and Lancaster. This goes to show that their issue is not consumer satisfaction, whereas, it may be a marketing issue. The majority of strong representatives do not even know about Chestnut Ridge. In order for them to increase their consumer attraction and increase the number of applicants would be to, create an brand awareness plan for marketing, advertising and/or commercials to educate and gain more attraction to their club. The one area of improve that was vividly evident on the questionnaire, was the condition of the tennis courts. Upkeeping this area would also be a great way to increase the number of applicants and attraction to The Chestnut Ridge Country Club.

available to discuss. This method would be costlier and take more time but will yield better relationships and eliminate some of the bias caused by businesses who could not be reached by the number in the telephone directory. Conclusion PartyTime Inc. examined the problem of whether they should continue with traditional distribution channels or if they should try to increase their party goods sales by distributing through IPGs. The CEO and managers hired a marketing research firm to collect descriptive research to help them reach a decision. The marketing team used telephone interviews of eligible retailers in high growth areas to give Todd an analysis by mid-January, in order for PartyTime to

Case Study: Chestnut Ridge Country Club

November 11, 2020

make their choice early in the year. It is thought that the overall sales of party goods sold through IPGs grow by 25% or more and competition will be lesser than through traditional channels. Todd used their analysis and his manager’s input to decide to increase production of party goods marketed through the IPG channel. available to discuss. This method would be costlier and take more time but will yield better relationships and eliminate some of the bias caused by businesses who could not be reached by the number in the telephone directory. Conclusion PartyTime Inc. examined the problem of whether they should continue with traditional distribution channels or if they should try to increase their party goods sales by distributing through IPGs. The CEO and managers hired a marketing research firm to collect descriptive research to help them reach a decision. The marketing team used telephone interviews of eligible retailers in high growth areas to give Todd an analysis by mid-January, in order for PartyTime to make their choice early in the year. It is thought that the overall sales of party goods sold through IPGs grow by 25% or more and competition will be lesser than through traditional channels. Todd used their analysis and his manager’s input to decide to increase production of party goods marketed through the IPG channel. available to discuss. This method would be costlier and take more time but will yield better relationships and eliminate some of the bias caused by businesses who could not be reached by the number in the telephone directory. Conclusion PartyTime Inc. examined the problem of whether they should continue with traditional distribution channels or if they should try to increase their party goods sales by distributing through IPGs. The CEO and managers hired a marketing research firm to collect descriptive research to help them reach a decision. The marketing team used telephone interviews of eligible retailers in high growth areas to give Todd an analysis by mid-January, in order for PartyTime to

Case Study: Chestnut Ridge Country Club

November 11, 2020

make their choice early in the year. It is thought that the overall sales of party goods sold through IPGs grow by 25% or more and competition will be lesser than through traditional channels. Todd used their analysis and his manager’s input to decide to increase production of party goods marketed through the IPG channel....