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Research Topic: Promoting Active Lifestyles Among Singaporean Youth

MoveMore SG – Understanding Youth Engagement with Active Living Campaigns

A local health-tech startup, MoveMore SG, has partnered with public agencies to promote active lifestyles among youth in Singapore. Your team has been engaged to conduct market research to understand how marketing strategies can effectively encourage physical activity and reduce sedentary behaviour among young people aged 18–30.

MoveMore SG is particularly interested in:

· What motivates youth to engage in physical activity (e.g., fitness, fun, social connection, mental wellbeing).

· What types of campaigns (e.g., gamified challenges, influencer-led content, community events) are most effective.

· How digital platforms and mobile apps can be used to promote movement in everyday life.

Background Context: Singapore has seen rising concerns about sedentary lifestyles, especially among youth who spend long hours on screens for school, work, and entertainment. While national campaigns like "GetActive! Singapore" exist, engagement levels vary. MoveMore SG wants to design a youth-centric campaign that is fun, inclusive, and culturally relevant.

Key Areas to Explore:

· Youth attitudes toward physical activity and health.

· Barriers to being more active (e.g., time, motivation, accessibility).

· Preferred platforms and content formats for health-related messaging.

· Role of peer influence, gamification, and social media in driving participation.

· Differences in preferences across student types (e.g., polytechnic vs. university students).

Outcome: Your market research findings will help MoveMore SG design a targeted campaign that resonates with Singaporean youth and encourages long-term behavioural change toward a more active lifestyle.

Your Task:

You are required to choose ONE of the following topics as the focus for your research:

A. Community-Based Fitness Initiatives
Examine how local events, group workouts, or neighbourhood challenges can foster a culture of movement.

B. Active Lifestyles at Home
Focus on how youth can stay physically active in small living spaces, especially in HDB flats or during downtime.

C. Everyday Movement (Micro-Activity)
Focus on integrating small, manageable movements into daily routines (e.g., walking meetings, stair use, stretching).

D. Cultural and Recreational Activities
Explore how traditional games, dance, or martial arts can be reintroduced as fun ways to stay active.

E. Fitness and Mental Wellbeing
Investigate how physical activity is marketed as a tool for stress relief, focus, and emotional health.

F. Active Commuting
Explore how walking, cycling, or scootering to school or work can be encouraged through marketing.

Once you have familiarised yourself with the market research brief and selected a focus (i.e. A, B, C, D, E, or F), the client has asked that your team address the TWO following research objectives in your project:

1. To explore the attitudes and perceptions of Singaporean youth toward physical activity within the chosen context (e.g., at home, while commuting).

2. To examine the role of environmental, social, and personal factors (e.g., peer influence, space availability, time constraints) in shaping physical activity habits.

Your team also needs to develop 2 ADDITIONAL research objectives to address in your project, along with a Management Decision Problem and a Marketing Research Problem. This means you will have:

· 1 Management Decision Problem

· 1 Marketing Research Problem

· 4 research objectives in total

Once your group has developed appropriate research objectives, you must then choose the appropriate research method (e.g., interviews, focus groups, surveys, experiments, etc.) to answer your research objectives. Once your group has selected an appropriate research method, your group is then responsible for collecting the data, conducting the appropriate data analysis, reporting the results, and developing recommendations for the client (i.e., Exclusive Inc.).

Final Report

Below is the final report structure, including required sections and their relative weighting. Please also see the rubric on Canvas that your local lecturer will use to mark your final report. In the rubric, the executive summary and introduction and company background are grouped into one score. The overall score is out of 40 marks. Here we displayed the percentages. This contains details about the expectations for/what should be included in each section of the final report.

Executive Summary (5%)

Introduction and Company Background (5%)

Background Research (10%)

· Tip: Use the relevant lecture topic: Secondary data research

Problem Statement (5%)

· Tip: Use the relevant lecture topic: The marketing research process (Step 1: Problem definition)

Methodology (20%)

· Tip: Use the relevant lecture topics: Surveys, Measurement and attitude scaling, Questionnaire design, Sampling

Results (20%)

· Tip: Use the relevant lecture topic: Descriptive statistics, Inferential statistics

Conclusions and Recommendations (20%)

Limitations (5%)

Report Professionalism (10%)

· Tip: Use programs such as Adobe or Canva to help you prepare your report

References

You will be expected to conduct secondary research and appropriately reference this research. Beyond your textbook, you should reference at least FOUR additional texts/articles (groups that achieve the highest marks tend to reference many more than this minimum). These texts/articles will often be in the form of academic journal articles, which you can access through the library database or Google Scholar. You may also reference work summarized in government or company white papers and research reports. You should use the Harvard referencing style.

Use of AI in the assessment

Use of AI for Assessment 3 is limited to the use of Gen AI to extract a response to a provided prompt. However, when you use Gen AI you need to validate the AI response with your own conclusions and analyses. Hence, you will need to provide your own analysis steps and outputs and critically compare this with the output from Gen AI to demonstrate if and how Gen AI was or was not accurate it their answer to your prompt. Any use of AI, the prompts used, and the critical comparison need to be clearly acknowledged and described in your reports.