The research will be undertaken by using exploratory and mixed methods. These approaches will be appropriate for the research because it will effectively enable to understand the thoughts and perceptions of these two customer segments. Furthermore, in order to collect information about the players, questionnaire method has been suggested. The data would be analysed by measures of dispersion method and descriptive analysis technique. It will not only help to understand the research phenomenon but also help to describe the reason behind it.
By undertaking the literature survey on the topic, it has been found that online gaming is an international business and many strong players are trying to create a strong position in this business. However, since online gaming is a new phenomenon, targeting these customers require different strategies than offline players. There are considerable differences and similarities between online and offline players.
Concentrating on this aspect, it is recommended that Castle Leisure needs to undertake a market survey in order to recognise the requirements of this new customer segment and comprehend how it is different from offline players. It has also been recommended that around 1000 samples would be studied on the basis of judgemental sampling method to gain a clear understanding about the market segment. Table of Contents Executive Summary 2 Introduction 5 Problem Definition 5 Literature Review 6 Research Design 8 Research Methods 9 Sampling 10 Data Collection 11 Data Analysis 12 References 14 Introduction Marketing research is a methodical and objective process for searching and examining information which are appropriate for identification and explanation of any issue in the area of marketing. Marketing research facilitates to find reasoned responses for a predetermined task of business in systematic manner. This denotes that in order to undertake marketing research, a plan needs to be developed sensibly with specifying every phase (FAO, 2013). Focusing on this aspect, the research will be based on developing a proposal for conducting market research in order to understand the customers’ requirements of Castle Leisure. Castle Leisure operates several bingo clubs throughout the United Kingdom and its market is divided into two types of customers namely offline and online gamers. The objective of the proposal is to investigate the differences between offline and online customers of bingo games which would help to better recognise their requirements. Problem Definition Bingo game is quite popular in several nations and it is played by both offline and online participants. However, considering the popularity of bingo game, very little research has been conducted about the attitude of people who are engaged in this game. Thus far, most of the researches were focused only on understanding the characteristics of offline bingo players. Since, online bingo playing is a new phenomenon, there are not many researches which concentrate on understanding the differences between these online and offline customers, about their preferences and other characteristics (Wilsenach, 2012). As earlier researches only focused on offline bingo pla