Memberships at a major AFL football club have been declining over the past five years so the Club’s management has asked your agency to conduct a research program to help them better understand their...

1
Recommendations for research:
Considering the case here I would recommend both qualitative and quantitative research study to get better insight into the problem and come up with the solutions to increase the membership and also retain the patrons in the club. Though both the methods would mean utilisation of more funds but even than it would help us to get deeper insights due to the exploratory nature of the research supported by the statistical evidence to support the decisions that needs to be made by the management, based on the research findings.
The matter is a bit critical as to why memberships in the club are on the decline as compared to the competitors. Is it that the members don’t feel valued anymore in the club or is it that they don’t have that sense of loyalty and support towards the club and the players any more. This has to do with data crunching and also getting...