A marketing research was implemented on Cadbury World, designed to assess the present marketing activities and dig the potential tourists, which is of significant importance. Second, select a proper data collection approach, namely, questionnaire, along with that is questionnaire design, the visitors in Cadbury World were asked to answer 24 questions. Third is the samples design, in this case, 237 interviewees regarded as sample cooperated with the survey which was implemented from Monday 17th and Sunday 23rd February 2003. to make the research more accurate, another method : personal interview on-site survey was used for the reason that more visitors were spread across the state rather than in on place Cadbury World Final is processing data for the purpose of developing knowledge and making determination.
As what has been mentioned above, there are two aims of this marketing research process. For one thing, the present marketing activities evaluation, Cadbury World did some research in the present product market such as whether the Cadbury World Exhibition get promoted or not and the local supermarket’ facilities and the related market strategies, for example, advertising campaigns are successfully applied and also distribute leaflet before the survey. For the other thing, develop its consumer market, which means to get more tourists. During the market research, it adopted the questionnaire methodology to collect data served the two goals instead of Computer Assisted Telephone Interviewing (CATI), Interactive Voice Response (IVR) Site intercepts, Internet survey and so on. Apart from the visitors in Cadbury World, the rest visitors are questioned on-site person by person, based on these two methods, the result is more objective. Because in common situation, to collect data for a research, it requires application of practical and trusting market research skills, budget establishment, the market analysis when to inspect a certain set of interviewees. The following steps are anglicizing the reasons for the phenomena, and then establishing formulating hypotheses to be united as a whole research.
In this marketing research, there are five question sections included in the questionnaire. They are screening question on the visitors’ journey to Cadbury World nowadays; the visitors’ plan of travelling in Cadbury World, what’s more, the local attraction for visitors and the information of demography. The questionnaire covers the basic information for tourism. Table 1 is the transportation, Table 2 is the sources recognition, Table 3 is the reason why they visit the Cadbury World, Table 5 is the time determination, Table is the satisfaction rating and Table 9 is the hotel concerns. But this is not enough for the research, besides the Cadbury World condition, another two questions serving the marketing research were put forward, Question 11 and Question 15. To make the readers understand, the questions on interests and attracts are illustrated here. The questionnaire asks the tourists whether the local culture interests or the natural places attract them and why. For what specific reason why they are going to Cadbury World for tourism. And by what ways they get the information about Cadbury World, by recommendation of the friends around or through the internet or through TV advertisements. so as what can be seen from the research, questionnaire is significant in marketing research because an well-considered questionnaire can accurately collect information. As a result, it can do good to the data analysis to get a conclusion as perfect as possible. So according some of the instructions, the basic elements of a questionnaire should include the four following aspects: Screening questions, Classification questions, Question areas and close statement of thanks. None of the four components can be eliminated.
the third step for the research is the sample design including sample size and analysis method. The sample design that 273 samples are designed to get a better understanding of the tourism currents of Cadbury World and the marketing activities. 237 samples are samples of big size, so along with that, the samples should be more accurate to meet the requirement of a complex research. On the contrary, a simpler sample design serving for less information collection and simple collection methods. In a sample design, picking out method, structure sample and results presentation are taken into consideration. In the 237 samples, it just reflect one of the goal of the research, that is the marketing activities, the other goal i.e. to attract more tourists is excluded. So in order to realize the two goals at the same time, more methods should be adopted
after the data collection, it is the data analysis to have a good understanding of the presrnt marketing activities. Take the satisfaction rating for example, more results can be obtained from the statistic calculation besides the direct information from the questionnaire. For more information, it requires statistic tabulation by the application of the data on survey. The use of SPSS, Excel, etc. Multivariate Analysis, Statistical Tests, Factor Analysis & Market Segmentation, Conjoint Analysis, Discrete Choice Modeling, Multiple and Logistic Regression, Discriminate Function Analysis, Cluster Analysis, Multidimensional Scaling and Econometric & Statistical Modeling do a great favour. As a result of deeper analysis, vital statistics are shown in the Table 7c
| Items | mean value of satisfaction rating | Items | mean value of satisfaction rating |
| Base visitors | 7.640350877 | 45 mins or less | 7.461538462 |
| 16-35 years | 7.485714286 | 46-90 mins | 7.826666667 |
| 36-50 years | 7.684782609 | 0ver 90 mins | 7.7 |
| Over 51 years | 8.066666667 | First visit | 7.575 |
| Male | 7.6055046 | Repeat visit | 7.771428571 |
| Female | 7.6837607 | 3 people or less | 7.311688312 |
| White | 7.7251462 | 4-5 people | 7.644859813 |
| Asian, Black and other | 7.385964912 | 6 people or more | 8.139534884 |
And the final conclusion meets the expectation of the readers if the marketing research is carried out according the basic steps: data collection approach choosing, questionnaire design, sample design and data processing and during the research do it carefully and responsibly, the acquired information can be got. And by this research, the two goals designed to assess the present marketing activities and dig the potential tourists, are realized.