NCRCC Country Club Membership Research

1. Build the management-research question hierarchy, through the investigative

questions stage. Then compare your list with the measurement questions asked

The NCRCC country club was considered to be one of the successful gold clubs and is most popular for hosting the PGA Championship. But once it was purchased by AT & T and more innovations carried out, the NCRCC country club was still experiencing challenges obtaining new membership and maintaining the existing ones. As a way of responding to the situation of inadequate membership, the NCRCC country club later decided to recruit McMahon Group, which is a research group that mostly specializes in the golf clubs as well as facilities. The job of McMahon was to conduct research with the key purpose of providing NCRCC country club with more insight to build a new membership approach. Therefore, the management –research question hierarchy is a meaningful way to approach the research procedure by stating the key dilemma which led to research and then tries to develop more questions by continuously breaking down the main question into a particular one (Cooper & Schindler, 2014). The research questions will be as follows;

a. Management Dilemma:

i. NCRCC Country Club requires to obtain new membership

ii. NCRCC Country Club need to improve on their member’s satisfaction

b. Management Questions:

i. How can the club increase the number of their membership?

ii. Why is it difficult for the NCRCC country club to attract other new members

iii. What are the causes of dissatisfaction amidst the current country club members

iv. What are the ways NCRCC can improve on their member’s satisfaction

c. Research Questions:

i. How do the country club membership subscription and their rates compete with other privately owned golf country club within the surrounding

ii. What are the ways the club can use its renovation and its past success to increase the number of membership

iii. What can the country club management do to improve peoples interest in the club during the period of offseason with both members and non-members

iv. What are some of the amenities the club can add to their existing facilities to improve interest and also gain the more competitive advantage

v. How can the country club management improve their level of service to increase members satisfaction

vi. What are the means the country club can use to attract non –members to utilize their facilities during the off-peak season

d. Investigative Questions:

i. How are the existing members satisfied with the facilities and services of the NCR country club

ii. How satisfied are the existing members of the NCR country club amenities

iii. How can the McMahon team structure the survey to include nonmembers who fit the NCR country club demographic with the aim of determining why they select another golf club

iv. What kind of amenities are the most trendy with the eight competitors

v. What facilities are likely to appeal to the current members and attract the new or non-members

The newly structured research questions and the previously created questions within the McMahon survey seem to be comparable. Both questions can establish a myriad of information which can be translated into the insight for the NCRCC Country club management team. For that reason, the survey research is a distinctive approach that can provide valuable insight into a person viewpoint and experiences and can easily be gathered on a large population-based sample (Alderman & Salem, 2010).

2. Given the research question, how appropriate were the measurement questions?

Both the NCRCC country club and McMahon group did a better job of formulating related and crucial questions which will be beneficial in determining the strategic direction that can be followed by the NCRCC country club. The key objective of the questions was to determine if the quality, as well as maintenance of the NCRCC country club, met member’s expectations. Also, the questionnaires focused more on what the amenities can be established as a way of attracting non-members, new members as well as satisfying the current members. In the end, the outcome indicates that the NCRCC Country club has some opportunity for improvement and a room for an additional amenity together with various services within its major facilities. The NCRCC country club will be able to attract other interested customers into their business. The questionnaires were formulated effectively, leaving less chance for vague responses. The only way the outcome can be improved is to add another section for the respondent that have visited some country clubs and explain their experience that can help in improving the golf clubs. At the moment, the questionnaires can only compare the dining experience to other country clubs. Further information can be gathered on what attracts responded to other country clubs that are not being covered under the current questionnaires. This will make it easier to understand key dynamic and ways NCRCC can improve on their services to their members. However, the questionnaire was appropriately organized, the sequence of questionnaires should be clear mostly with questions under a given theme or section of the headings (Rowley, 2014).

References

Alderman, A. & Salem, B. (2010). Survey research. Plastic and Reconstructive Surgery, 126(4).

DOI: 10.1097/PRS.0b013e3181ea44f9.

Cooper, D. & Schindler, R. (2014). Business research methods. (12 edition). New York, NY:

McGraw-Hill Education.

Rowley, J. (2014). Designing and using research questionnaires. Management Research Review,

37(3), 308-330. doi:http://dx.doi.org/10.1108/MRR-02-2013-0027