Module No: 5007MKT

Module Title: Marketing Insight

Coursework 1 of 2 (50% of total module mark)

Word Length: Maximum 750 (for poster presentation)

Presentation Length: Maximum 10 minutes (inclusive of Q&A)

Submission: 3 March 2026

Background

The fitness and wellness industry in Singapore has undergone significant evolution over the past decade, with an annual growth rate of 6.4% (Statista, 2024). High urban stress levels, increased health  awareness post-COVID-19,  and  a growing middle-class have contributed to a boom in boutique fitness studios, yoga and Pilates centres, and hybrid wellness hubs.

Despite strong demand, the market is becoming increasingly competitive. While global franchises such as Anytime Fitness and F45 have captured market share through convenience and brand recognition, smaller independent wellness studios struggle to retain customers amid price competition and rapidly shifting lifestyle trends.

Wellness Junction, a mid-sized wellness studio in Singapore offering yoga, HIIT, and nutritional consultation services, has observed fluctuating membership renewal rates. The leadership team is keen to explore how pricing, instructor engagement, mobile app features, and brand community influence customer retention and long-term loyalty.

Task

As a marketing research consultant for Wellness Junction, your task is to design a marketing research study focused on understanding and addressing customer retention issues.

You are required to develop and present your research proposal through a poster presentation. This presentation must be recorded as a video file (.mp4) and submitted via Blackboard.

Poster Presentation Contents

1.   Background Information

Briefly describe the business and outline the customer retention problem.

2.   Research Objectives and Research Questions

Clearly state what the research aims to achieve and formulate at least 3 focused research questions.

3.   Proposed Research Approach

Indicate whether the research is exploratory, descriptive, or a combination. Justify your choice.

4.   Proposed Data Collection Method(s)

Choose between qualitative, quantitative, or mixed methods. Justify your selection.

5.   Proposed Target Population

Identify the specific group you intend to study (e.g., active members, lapsed members, etc.).

6.   Sampling Plan

Describe your sampling technique (e.g., random sampling, purposive sampling). Provide justification.

7.   References

All sources should be cited using APA style.

Q&A Requirement

Compulsory Question

Q1. What are the two main disadvantages of using the data collection method you have proposed? Why?

Choose ONE of the following:

Q2. Would you recommend the same data collection method(s) if the industry was changed to online education platforms? Why?

Q3. If the management wanted to triple the sample size you have proposed, what advice would you offer to the management?

Q4. What sampling method would you recommend if the target population is changed to corporate wellness programme coordinators in MNCs? Why?