Table of Contents 1. Management Decision Problem (MDP) 4 1.1. State the MDP 4 1.2. Rationale 4 2. Marketing Research Problem (MRP) 4 2.1. State the MRP 4 2.2. Rationale 4 3. Research objectives (RO) 5 4. Research Technical 5 4.1. Repertory Grid analysis for RO 5 4.2. Qualitative Research Technique 6 REFERENCES LIST 7

Management Decision Problem (MDP)
State the MDP
Should City Hospitality Council (CHC) do a promotion of public and introduce the organisation in wide range to get funded.
Rationale
Cummings, T., & Worley, C. (2014, p.71) said the most important step to introduce the organization to the public is through a promotion to attract the public to learn more about the brand of the organization. According to Bryson, J. M. (2011), with promotion to the public, an organization can attract people to join. It can help the organization to generate funding thus making it as an organization that is widely recognized.
Organisations with strong branding through continuous promotion to attract not only the individual, but also to participate in other companies that will also generate funds for the CHC believing and convinced through promotion done (Aaker, D. A. 2009). Through effective promotion strategies it can give confidence to the public to further strengthen the organization to generate funding to help carry out activities related to benefit members (Austin, J. E., 2010)
Marketing Research Problem (MRP)
State the MRP
To determine the availability of existing members, by assessing the current awareness and increasing the trust among members to support the funding for the organisation.
Rationale
Christou, E (2004) said that customer satisfaction for hospitality services positively depends on the trust of customers on hospitality brand. This is supported by Krishnan, H.S (1996), the consumer’s subjective evaluation of consumption experience and satisfaction of the customer is the most important source of brand trust.
By developing the conceptual model of the relationship between brand trust, the organisation can build the awareness to the public to get their confidence in determining the positive benefits of participating the organisation. Brand trust can be measured in these two dimensions reveals both affective and cognitive aspects.
On the other hand, by strengthening brand trust to existing members it provides an opportunity for the organisation to promote public awareness of the direction and the mission of the CHC. Continuously campaign to help organizations enhance branding as well as recruiting new members to gain the revenue for funding.
Research objectives (RO)
The CHC would like to do a promotion and introduce organization to the public, hence, it could support for the fundraising. Thus, the CHC can assess the current awareness and increase the truth among member to support to fundraise for the organization. From this perspective, the objectives should be:
1. To gain the revenue for support CHC daily activities.
2. To gain the revenue by developing different ranges of programs for the members.
3. To gain the revenue by increasing the benefit for full time staff members, hence, encouraging the part time staff to recruit more members.
Research Technical
Repertory Grid analysis for RO
In an attempt to understand members’ behaviors and expectations towards the loyalty program, repertory test would be conducted to identify and satisfy their needs. This would be an efficient methodology where vast range of constructs related to loyalty program will be collected and generating unbiased data (Goffin, 1994). The research allows interpreting the consumers’ perception by revealing their opinions, attitudes that may be difficult to attain, without influencing their responses. There will be constructs, elements and the ratings of elements on constructs used to evaluate the similarities and differences of two of the elements from the third one. Repertory test would facilitate the reflexivity of participants therefore assisting the research in gaining members’ in-depth perspective of their ideal loyalty programs (Slater, 2010). Based on the interviewees’ evaluation, product complementarities will be exposed to identify the attributes, which are the most critical to members (Marsden & Littler, 2000). Understanding why individuals search for products, there would be appropriate communication strategies to achieve the research objectives.
The drawback of this method is diverse constructs were obtained causing difficulty in analyzing participant ratings (Birdi, 2011). That is also because of sizeable sample leading to small number of repetition of data. It is noted that the element categories are likely to be constraint by the researchers’ inspiration (Gordon Hunter & Bock, 2000). This would influence the interviewee and some of the probability of deep perception of participants can be lost.
Qualitative Research Technique
Alongside with the repertory test above, focus groups and interview will be used to develop the rationale of analysis. This technique can help the researchers team to identify and report the outcome of the research in terms on how the important aspect of the research team, study methods, context of the study, findings, analysis and interpretations (Tong, A., Sainsbury, P., & Craig, J., 2007, p.). The methods used in this research was initiated by designing the structure of questions that will be posed to the potential target. Followed by gathering target data to be joining this session. The session will be held to get the information from the target client to help the organisation identify the problem and challenge that they are facing in seeking funds for the organisation's activities. After the session, the research team will do an analysis and reporting to the management for the next necessary action to overcome the problem faced.
However, there are some shortfalls to this method. First, the field researchers might not be sensitive enough to the group dynamics to come up with completely and accurately results to support for the research. Then, the side location is also a considerable factor, if it does not support for forming the group, it could lead to the waste of the research (Frey, J. H., & Fontana, A., 1991, p.185) *
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