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_____ is original research performed by individual researchers or organizations to meet specific objectives:

A/ Primary research
B/ Secondary research
C/ Syndicated research
D/ Marketing research

"The purpose of an enterprise is to create and keep a customer."

- Theodore Levitt

Canberra Raiders Sports Club

Tuesday, 8 July 2003

A social club in the ACT (The Canberra Raiders Sports Club, located in Gungahlin,) was experiencing a slowdown in business and needed to rejuvenate the club and boost its performance. AMRS was asked to develop a market research report for the Club. AMRS visited the Club and spotted several areas that needed immediate attention.

Next, AMRS prepared a telephone survey questionnaire and conducted a random survey among residents in the surrounding suburbs. The aim of the survey was to establish the following:

clubs that the residents visit
reasons for visiting those clubs
their attitude towards the Club; and
what they want to Club to provide

Through this primary research, AMRS was able to identify the areas that require the Club's attention and improvement as well as areas that should remain. AMRS presented the findings in a market research report which was submitted to the Client. A list of recommendations based on the key findings from the research was also included in the report for the Client's consideration and were implemented.