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MKTG 2010 Marketing Research Major Project Cathay Cinema Evelyn Stella Rena Emy Lecturer: William Lee Course Coordinator: Alison Dean Table of Contents Pages 1.0 Introduction 5 1.1 Case Background 5 1.2 Competitor Analysis 5 2.0 Stage 1: Management Decision Problem Definition 6 2.1 Stage 2: Marketing Research Problem Definition 7 2.2 Stage 3: Marketing Research Objectives 7 2.3 Hypothesis 7 2.3.1 Research Model 7 3.0 Description of sampling technique used 8 3.1 Secondary Data 9 3.1.1 Australia 9 3.1.2 Hong Kong 10 4.0 Data Analysis 11 4.1 Hypothesis 1 11 4.1.1 Justification 15 4.2 Hypothesis 2 16 4.2.1 Justification 19 4.3 Hypothesis 3 21 4.3.1 Justification 23 4.4 Hypothesis 4 24 4.4.1 Justification 28 5.0 Conclusions 29 5.1 Limitations 29 5.2 Recommendations 30 6.0 Bibliography 33 Appendix A 34 Appendix B 34 Appendix C 35 Appendix D 36 Appendix E 37 Appendix F 37 Appendix G 38 Appendix H 38 Appendix I 39 Appendix J 39 Appendix K 40 Appendix L 42 Appendix M 43 Appendix N 45 Appendix O 46 Appendix P 46 Appendix Q 47 Appendix R 48 Appendix S 49 Appendix T 50 Appendix U 50 Appendix V 51 Appendix W 51 Appendix X 54 Appendix Y 55 Appendix Z 57 1.0 Introduction 1.1 Case Background The Cathay organisation was started their business in Singapore on 1939. Their first cinema is at Dhoby Ghaut. They have the total of three Cathay cinemas. The Cathay Cinemas provide a waiting lounge for consumers, a larger size of capacity area in theaters; build in toilets in every theater room and the...

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