netrashetty
Netra Shetty
Boyd Gaming Corporation (NYSE: BYD) is a Paradise, Nevada based business engaged in the development, ownership and operation of hotels and casinos throughout the United States. The company continues to be run by founder Sam Boyd's family under the management of Sam's son, Bill Boyd (born 1931), who currently serves as the company's executive chairman after retiring as CEO in January 2008.
As of 31 December 2009, the 15 wholly owned properties had 7,550 hotel rooms, 812,500 square feet of casino space with 21,400 slot machines and 425 table games. Gaming revenue is 75% of total gross revenue.[1]
In addition the corporation has a 50% share in the Borgata, Atlantic City's newest and top-grossing casino resort
he idea of marketing research was developed in the late 1920’s by a man named Daniel Starch. This is about the same time that advertising was introduced in the United States. At that time, copywriters would write what they thought an ad should be, publish the ad, and then hope that readers would act upon the information provided.
During the early 1930’s Daniel Starch developed the theory that effective advertising must be seen, read, believed, remembered, and then acted upon. Soon after, he developed a research company that would interview people in the streets, asking them if they read certain publications. If they did, his researchers would show them the magazines and ask if they recognized or remembered any of the ads found in them. After collecting the data, he then compared the number of people he interviewed with the circulation of the magazine to figure out how effective those ads were in reaching their readers. Thus surveying or marketing research was born.
As time went on, many marketing research companies began to emerge and began following Starch’s example and worked to improve his techniques. A man by the name of George Gallup developed a rival system that was known as the “aided recall” which prompted people interviewed to recall the ads seen in a publication, without actually showing them the ads. This rival system was later used to measure the effectiveness of radio and television advertising.
In the late 1980’s a man named Ronald Lindorf founded what would be the largest marketing research companies in the United States, Western Wats. The focus of Western Wats was to leverage the current technology of W.A.T.S. telephone lines to conduct survey research. There was no longer a need to interview people on the streets or to organize and conduct focus groups. A representative in a call center could collect all of the data desired. This greatly increased the number of surveys collected each year and again, improved the marketing research model ten fold.
Over the last 5 to 10 years marketing research has taken another great leap in terms of how it is collected. Yes, it is still collected via survey research; however, it is mostly collected via surveys over an internet connection. Western Wats (recently renamed as Opinionology) is still the largest marketing research company in the US and collects the majority of their research via their online panel called Opinion Outpost. Instead of cold calling an individual to collect the data, anyone interested in participating in these studies can sign up to receive surveys and freely share their opinion. It is much less intrusive and the quality of data is often times much higher since people can participate on their own schedule, instead of being rushed when they receive a phone call from a call center.
It will be very interesting to see where marketing research goes in the next 10 or so years. Whatever the case may be, I’m sure it will evolve and become even better and easier to get than ever before.
In the case of REDA, the [negative] perceptions of the people are greatly influenced by the news media, highlighting the ongoing ethical crisis within the organisation. As such, the recent controversies surrounding REDA is now in the forefront of debates which further hurts the image of the company. Belonging in the real estate development industry, this market research will focus on how REDA is being perceived by the people being affected by that industry. There is a need therefore to conduct a public perception audit to determine the perceptions of the Hong Kong nationals regarding the controversies.
Research design
A conclusive research design is suitable for this market research using a cross-sectional approach. Since the focus of the research is the perception of the public, it is suggested that the perceptions of the people will be studied at a particular time, and the closest time possible on the alleged occurrence of the controversies. In this way, the perceptions of the people are shaped by their knowledge of these controversies.
A survey strategy will be used and questionnaire will be developed. It is suggested that the questionnaire will have two parts: demographic and perceptions-related questions. Further, the questionnaire itself will be bilingual hence with interpretations in English and Mandarin. This was chosen since the questionnaire method can generate a large amount of data in an economical way. Ranking, close- and open-ended questions will be likely used in the questionnaire. Questionnaires will be number coded since names of the respondents will not be collected.
As of 31 December 2009, the 15 wholly owned properties had 7,550 hotel rooms, 812,500 square feet of casino space with 21,400 slot machines and 425 table games. Gaming revenue is 75% of total gross revenue.[1]
In addition the corporation has a 50% share in the Borgata, Atlantic City's newest and top-grossing casino resort
he idea of marketing research was developed in the late 1920’s by a man named Daniel Starch. This is about the same time that advertising was introduced in the United States. At that time, copywriters would write what they thought an ad should be, publish the ad, and then hope that readers would act upon the information provided.
During the early 1930’s Daniel Starch developed the theory that effective advertising must be seen, read, believed, remembered, and then acted upon. Soon after, he developed a research company that would interview people in the streets, asking them if they read certain publications. If they did, his researchers would show them the magazines and ask if they recognized or remembered any of the ads found in them. After collecting the data, he then compared the number of people he interviewed with the circulation of the magazine to figure out how effective those ads were in reaching their readers. Thus surveying or marketing research was born.
As time went on, many marketing research companies began to emerge and began following Starch’s example and worked to improve his techniques. A man by the name of George Gallup developed a rival system that was known as the “aided recall” which prompted people interviewed to recall the ads seen in a publication, without actually showing them the ads. This rival system was later used to measure the effectiveness of radio and television advertising.
In the late 1980’s a man named Ronald Lindorf founded what would be the largest marketing research companies in the United States, Western Wats. The focus of Western Wats was to leverage the current technology of W.A.T.S. telephone lines to conduct survey research. There was no longer a need to interview people on the streets or to organize and conduct focus groups. A representative in a call center could collect all of the data desired. This greatly increased the number of surveys collected each year and again, improved the marketing research model ten fold.
Over the last 5 to 10 years marketing research has taken another great leap in terms of how it is collected. Yes, it is still collected via survey research; however, it is mostly collected via surveys over an internet connection. Western Wats (recently renamed as Opinionology) is still the largest marketing research company in the US and collects the majority of their research via their online panel called Opinion Outpost. Instead of cold calling an individual to collect the data, anyone interested in participating in these studies can sign up to receive surveys and freely share their opinion. It is much less intrusive and the quality of data is often times much higher since people can participate on their own schedule, instead of being rushed when they receive a phone call from a call center.
It will be very interesting to see where marketing research goes in the next 10 or so years. Whatever the case may be, I’m sure it will evolve and become even better and easier to get than ever before.
In the case of REDA, the [negative] perceptions of the people are greatly influenced by the news media, highlighting the ongoing ethical crisis within the organisation. As such, the recent controversies surrounding REDA is now in the forefront of debates which further hurts the image of the company. Belonging in the real estate development industry, this market research will focus on how REDA is being perceived by the people being affected by that industry. There is a need therefore to conduct a public perception audit to determine the perceptions of the Hong Kong nationals regarding the controversies.
Research design
A conclusive research design is suitable for this market research using a cross-sectional approach. Since the focus of the research is the perception of the public, it is suggested that the perceptions of the people will be studied at a particular time, and the closest time possible on the alleged occurrence of the controversies. In this way, the perceptions of the people are shaped by their knowledge of these controversies.
A survey strategy will be used and questionnaire will be developed. It is suggested that the questionnaire will have two parts: demographic and perceptions-related questions. Further, the questionnaire itself will be bilingual hence with interpretations in English and Mandarin. This was chosen since the questionnaire method can generate a large amount of data in an economical way. Ranking, close- and open-ended questions will be likely used in the questionnaire. Questionnaires will be number coded since names of the respondents will not be collected.