Report on Methodology and Data Collection

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Table of Contents
Methodology 2
Data Collection 2
Identification of primary and secondary data collection 2
Data Analysis 3
Demographics 3
Gender Demographics 3
Age Demographics 4
Statistical analysis: 4

Methodology
The data that has been collected through the survey that was filled online by the respondents has been evaluated and on the basis of that several variables have been identified that help in determining the marketing strategies that Jumeirah Group is implementing for promoting the efforts of UAE regarding the Expo 2020.
Data Collection
Identification of primary and secondary data collection
Primary data
Primary data refers to the data that is collected through direct interaction with the respondents. It involves obtaining the information regarding the topic that would help in further analysis of the subject and guide the process of evaluating the customer’s feedbacks and reviews.in this research, using primary data would be more appropriate as it would provide us with accurate responses and opinion of the people regarding the marketing strategies adopted by Jumeira Group in UAE.
Secondary data
Secondary data refers to the information that is collected by evaluating various researches and taking parameters from them. It involves results and outcomes of the various researches that have been carried out by expert business researchers. It will be very difficult to use secondary data in this research has current advancements in the marketing strategies would not be available through other researches.
Qualitative data
The data that can be represented through defining its characteristics and providing a description of the entire process is referred to as qualitative data. It is collected through qualitative research carried through various mediums in a research. It is mostly collected through interviews and focus groups.

Quantitative data
Quantitative data refers to the data that is collected through numerical evaluation and statistics formulation over a series of respondents that are participating in the research. In this research, 59 responses have been obtained through a survey carried online and it has been analyzed through evaluating the quantitative data.
Data Analysis
The data analysis of the responses obtained from the survey is evaluated and analyzed in the following section.
Demographics
It refers to the statistical data that displays the population, their personal description that can be measured in numerical terms. Here, gender demographics and age demographics have been identified.
Gender Demographics
i. It has been obtained that about 88% of the respondents that participated in the survey are females. About 12% of the remaining respondents are males. It has been shown in the chart below:

Age Demographics
ii. It refers to the age groups that the respondents that have participated in the survey belong to. It is obtained on the basis of 4 categories and they are:
• 18-24
• 25-34
• 35-44
• 45-54
The age demographics of the respondents is shown in the chart below:

It can be observed that about 81% of the respondents are in the age-group of 18 to 24 years, whereas there is only one respondents in the age group of 45 to 54 years. Thus, a large number of respondents from the age group of 18-24 years show that the responses are obtained from the population that is technologically aware and is dynamic.
Statistical analysis:
Characteristics of Expo 2020 and its effects:
iii. In Q3, the respondents have provided their opinion regarding the terms related to UAE and Dubai Expo 2020.
In the first sub question, the success of UAE on the basis of Expo 2020 has been obtained. Its data has been shown in the following table:
strongly agree Agree Strongly disagree Disagree (no label) Total Weighted Average
Do you agree the UAE (Dubai in particular) would have a success in the Expo 2020. 81%
48 19%
11 0%
0 0%
0 0%
0 59 1.19

In the second dub question, the advantages for Dubai due to the Expo 2020 has been determined as shown in the following table:
Strongly agree Agree Strongly disagree Disagree (no label) Total Weighted Average
Will Dubai be advantageous for the upcoming Expo in 2020 71%
41 22%
13 9%
5 0%
0 0%
0 58 1.41

In the third sub question, the impact of the support provided by the Jumeira group in strengthening the hospitality industry in UAE had been identified. It has been shown in the table below:
Strongly agree Agree Strongly disagree Disagree (no label) Total Weighted Average
Will the support of the Jumeira Group be able to help Dubai in strengthening the industry for Hospitality? 60%
35 34%
20 7%
4 0%
0 0%
0 58 1.50

In the fourth sub question, the ability of the Jumeira group to overcome the challenges that would be faced while hosting Expo 2020 has been obtained. It is shown in the table below:
Strongly agree Agree Strongly disagree Disagree (no label) Total Weighted Average
Would Jumeirah Group be able to overcome the challenges of hosting Expo 2020? 55%
32 40%
23 7%
4 0%
0 0%
0 58 1.55

All the four sub-questions have been showed on a chart as shown below:

iv. The economic performance of Dubai that is to be presented in the Expo in 2020 has been shown below:

It can be seen that about 73% of the respondents find it to be excellent, whereas there is only 1 respondent who find it to be questionable. This shows that Dubai’s economic performance that is to be presented in Expo 2020 is excellent.
v. The review of the marketing strategies that have been highlighted by the Jumeira group for expo 2020 has been obtained. It is shown in the chart given below:

It can be seen from the statistics that about 63% of the respondents find the marketing strategies given by the Jumeira group for Expo 2020 to be excellent. There are only 2 respondents that accounts for about 3% of the respondents who find it questionable.
vi. The review of the hospitality industry in UAE for Expo 2020 has been obtained. It has been shown in the chart given below:

It can be obtained that about 68% of the respondents find the hospitality industry in UAE to be excellent for Expo 2020.
vii. The advantages in UAE for the Expo 2020 has been evaluated from the respondents. It is shown in the chart given below:

It can be observed that about 75% of the respondents have stated that there are many advantages in UAE for the Expo 2020. On the other hand there are only 2 respondents who stated that the advantages in UAE for the Expo 2020 are questionable.

viii. The service quality at the Jumeira group has been determined on the basis of the importance that is given to it. It has been obtained through the respondents and the results are shown in the chart below:

It can be observed that about 69% of the respondents find that excellent level of importance is given to the service quality at Jumeira Group and 20 % of the respondents stated that it is good. There are only 2 respondents who find the service quality at Jumeira group to be questionable.
ix. Jumeira Group’s performance in the past expos has been determined from the respondents where it has been compared with the performance of the other venues in the past Expos. It has been shown in the statistical chart given below:

It has been obtained that 58% of the respondents find the performance of the Jumeira Group to be excellent in the past expos as compared to the other venues and 36% of the respondents find it to be good. There is no such respondent who stated that the Jumeira Group’s performance is questionable.

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Posted on

March 9, 2018

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