OUR LADY OF FATIMA UNIVERSITY

SENIOR HIGH SCHOOL DEPARTMENT

ACCOUNTANCY, BUSINESS AND MANAGEMENT
VALENZUELA CITY
SUBJECT : RESEARCH PROJECT (Market Research)
TOPIC : Chapter V, VI, VII (Discussion, Conclusion and Recommendation) Formatting

CONTENTS:
 5.0. Discussion
 6.0. Conclusion
 7.0. Recommendation

MARKET RESEARCH FORMATTING

(CHAPTER V, VI, VII: DISCUSSION, CONLUSION AND RECOMMENDATION)

5.0 Discussion
The study aimed to (Title of the Study) in terms of (Independent Variables Used). Based on the result of
the survey questionnaire, the responses of the respondents in the study were:
1. Demographic Profile of the Respondents
2. Determining Factors to determine the (Title of the Study) in terms of:
3. Is there any significant difference to determine the (Title of the Study) in terms of
(independent variables)
EXAMPLE:
The study aimed to determine the factors of online Travel Agencies vs. Traditional Travel Agencies in
terms of Customer Retention, Customer Satisfaction, Pricing, Reliability, and Tour Package. The
respondents in the study were:
1. Demographic Profile of the Respondents:
 Three (3) or fifteen percent (15%) of the respondents belong to age 28 years old, two (2)
or ten percent (10%) of the respondents age belong to ages 19, 20, 26, and 43, while
one (1) or five percent (5%) of the respondents age belong to ages 17, 22, 24, 25, 31,
32, 37, 39, and 41.
 Eleven (11) or fifty-five percent (55%) of the respondents belong to gender female, and
nine (9) or forty-five percent (45%) of the respondents belong to gender male.
 Twelve (12) or sixty percent (60%) of the respondents fit in the status of Single and eight
(8) or forty percent (40%) of the respondents fit in the status of Married.
 Seventeen (17) or eighty-five percent (85%) of the respondents are College Graduate
and three (3) or fifteen percent (15%) of the respondents are High School Graduate.
 Six (6) or thirty percent (30%) of the respondents consists of 4 members in their family,
five (5) or twenty-five percent (25%) of the respondents consists of 3 members in their
 OUR LADY OF FATIMA UNIVERSITY
SENIOR HIGH SCHOOL DEPARTMENT
ACCOUNTANCY, BUSINESS AND MANAGEMENT
VALENZUELA CITY
family, three (3) or fifteen (15%) of the respondents consists of 5 to 6 members in their
family and two (2) or ten percent (10%) of the respondents consists of 7 family
members and one (1) or five percent (5%) of the respondents has 8 family members.
 Four (4) or twenty percent (20%) of the respondents are still students, three (3) or
fifteen percent (15%) of the respondents work as a manager, businessman and
Teacher/instructor, and two (2) or ten percent (10%) of the respondents are a
housewife and one (1) or five percent (5%) of the respondents works as a travel agent,
call center agent, accountant, photographer and an OFW.
 Four (4) or twenty percent (20%) of the respondents travel often, three (3) or fifteen
percent (15%) of the respondents travel twice a year or thrice a year, and two (2) or ten
percent (10%) of the respondents travel five to seven times a year and one (1) or five
percent (5%) of the respondents travel once a year, eight times a year, or nine times a
year.
1. Variables of Online Travel Agency
 Customer Retention - The respondents ranked no. 1 or gave 3.20 with verbal
interpretation “Agree” to the statement “Agency shows interest to the clients’ inquiry”.
Next ranked no. 2 or 3.15 with verbal interpretation “Agree” to the statement “Agency
proposes a concession for return clients”. Then ranked no. 3 or 3.05 with verbal
interpretation “Agree” to the statement “Agency value customers’ faithfulness”. After
that ranked no. 4 or 2.95 with verbal interpretation “Agree” to the statement “Agency
performs proper actions to clients’ objection”. Lastly ranked no. 5 or 2.75 with verbal
interpretation “Agree” to the statement “Agency offers a helping hand for the clients”.
 Customer Satisfaction - The respondents ranked no. 1 or gave 3.25 with verbal
interpretation “Strongly Agree” to the statement “Central goal of the agency is to give
clients’ the satisfaction”. Next ranked no. 2 or 3.10 with verbal interpretation “Agree” to
the statement “Agency can deal with every client’s demand”. Then ranked no. 3 or 3.00
with verbal interpretation “Agree” to the statement “Agency consider the slogan ‘What
you want is what you get’”. After that ranked no. 4 or 2.90 with verbal interpretation
“Agree” to the statement “Agency provides the finest tour services”. Lastly ranked no. 5
or 2.90 with verbal interpretation “Agree” to the statement “Agency offer exceptional
indulgence for return customer”.
 OUR LADY OF FATIMA UNIVERSITY
SENIOR HIGH SCHOOL DEPARTMENT
ACCOUNTANCY, BUSINESS AND MANAGEMENT
VALENZUELA CITY
 Pricing - The respondents ranked no. 1 or gave 3.10 with verbal interpretation “Strongly
Agree” to the statement “Agency create tour packages that are reasonably priced”. The
three statements equal in ranked no. 2 or 2.90 with verbal interpretation “Agree” to the
statements “Agency provides affordable pricing when it comes to travel services”,
“Agency execute appropriate pricing distribution of travel components”, and “Agency
offer low rate without harming the clients’ travel experience”. Lastly ranked no. 3 or
2.85 with verbal interpretation “Agree” to the statement “Agency assemble travel prices
that everyone can enjoy”.
 Reliability - The respondents ranked no. 1 or gave 3.10 with verbal interpretation
“Agree” to the statement “Agency make sure that they will give the clients travel
services anchored in their concurrence”. Next ranked no. 2 or 3.05 with verbal
interpretation “Agree” to the statement “Agency ensures that the private information of
the client stays just between the agent and the customer”. Then ranked no. 3 or 3.00
with verbal interpretation “Agree” to the statement “The agency guarantee that no
customer will be left behind”. After that ranked no. 4 or 2.95 with verbal interpretation
“Agree” to the statement “Agency assembles all the travel operation before the travel
date”. Lastly ranked no. 5 or 2.85 with verbal interpretation “Agree” to the statement
“Agency assures that the tour program is followed”.
 Tour Package - The respondents ranked no. 1 or gave 3.10 with verbal interpretation
“Agree” to the statement “Agency construct a complete price tour package”. Next
ranked no. 2 or 3.05 with verbal interpretation “Agree” to the statement “Agency create
an array of tourist destination in one tour package”. Then ranked no. 3 or 3.00 with
verbal interpretation “Agree” to the statement “Agency look what are the trending
place and consider it in making a tour package”. After that ranked no. 4 or 2.95 with
verbal interpretation “Agree” to the statement “Agency merges the ideal travel
components in a tour package”. Lastly ranked no. 5 or 2.90 with verbal interpretation
“Agree” to the statement “Agency propose tour package that perfectly fits the clients’
background”.

2. Variables for Traditional Travel Agency

OUR LADY OF FATIMA UNIVERSITY
SENIOR HIGH SCHOOL DEPARTMENT
ACCOUNTANCY, BUSINESS AND MANAGEMENT
VALENZUELA CITY
 Customer Retention - The respondents ranked no. 1 or gave 3.85 with verbal
interpretation “Strongly Agree” to the statement “Agency shows interest to the clients’
inquiry”. Next ranked no. 2 or 3.75 with verbal interpretation “Strongly Agree” to the
statement “Agency performs proper actions to clients’ objection”. Then, ranked no. 3 or
3.70 with verbal interpretation “Strongly Agree” to the statement “Agency value
customers’ faithfulness”. After that, ranked no. 4 or 3.65 with verbal interpretation
“Strongly Agree” to the statement “Agency proposes a concession for return clients”.
Lastly, ranked no. 5 or 2.75 with verbal interpretation “Strongly Agree” to the statement
“Agency offers a helping hand for the clients”.
 Customer Satisfaction - The respondents ranked no. 1 or gave 3.65 with verbal
interpretation “Strongly Agree” to the statements “Central goal of the agency is to give
clients’ the satisfaction” and “Agency offer exceptional indulgence for return customer.
Next, ranked no. 2 or 3.60 with verbal interpretation “Strongly Agree” to the statement
“Agency consider the slogan “What you want is what you get””. Lastly, the remaining
statements equal in ranked no. 3 or 3.55 with verbal interpretation “Strongly Agree” to
the statements “Agency provide the finest tour services” and “Agency can deal with
every clients’ demand”.
 Pricing - The respondents ranked no. 1 or gave 3.50 with verbal interpretation “Strongly
Agree” to the statement “Agency create tour packages that are reasonably priced”.
Next, ranked no. 2 or 3.75 with verbal interpretation “Strongly Agree” to the statement
“Agency provides affordable pricing when it comes to travel services”. After that there is
an equal in ranked no. 3 or 3.30 with verbal interpretation “Strongly Agree” to the
statement “Agency assemble travel prices that everyone can enjoy” and “Agency offer
low rate without harming the clients’ travel experience”. Lastly, ranked no. 4 or 3.25
with verbal interpretation “Strongly Agree” to the statement “Agency executes
appropriate pricing distribution of travel components”.
 Reliability - The respondents ranked no. 1 or gave 3.70 with verbal interpretation
“Strongly Agree” to the statement “Agency assembles all the travel operation before the
travel date”. Next there is an equal ranked no. 2 or 3.65 with verbal interpretation
“Strongly Agree” to the statements “Agency ensures that the private information of the
client stays just between the agent and the customer” and “Agency make sure that
 OUR LADY OF FATIMA UNIVERSITY
SENIOR HIGH SCHOOL DEPARTMENT
ACCOUNTANCY, BUSINESS AND MANAGEMENT
VALENZUELA CITY
they’ll give the clients travel services anchored in their concurrence”. Lastly, another
equal ranking in ranked no. 3 or 3.55 with verbal interpretation “Strongly Agree” to the
statements “The agency guarantees that no customer will be left behind” and “Agency
assures that the tour program is followed”
 Tour Package - The respondents ranked no. 1 or gave 3.65 in three statements with
verbal interpretation “Strongly Agree” to the statements “Agency merge the ideal travel
components in a tour package”, “Agency create an array of tourist destination in one
tour package”, and “Agency propose tour package that perfectly fits the clients
background”. Next, ranked no. 2 or 3.60 with verbal interpretation “Strongly Agree” to
the statement “Agency look what are the trending place and consider it in making a tour
package”. Lastly, ranked no. 3 or 3.55 with verbal interpretation “Strongly Agree” to the
statement “Agency constructs a complete price tour package.

6.0 Conclusion
(Just include the variables or factors that got the highest rank or percentage in the survey results.)
1. Demographic Profile of the Respondents
2. Determining Factors:
EXAMPLE:
Majority of the respondents belonged to the age 28 years old, female, single, college
graduate/student who travels often.

In terms of determining variables:

1. The statement “Agency shows interest to the clients’ inquiry” under the variable Customer
Retention ranked 1 in the survey results for both online and traditional travel agency. Which
means, all the inquiries of customers regarding tour are taken care of by the chosen type of
agency. Customer retention is an assessment of the product or service quality provided by a
business that measures how loyal its customers are.
2. The statement “Central goal of the agency is to give clients’ the satisfaction” under the variable
Customer Satisfaction ranked 1 in the survey results for both online and traditional travel
agency. Which means every travel agency aims to give nothing but the best for their clients, and
they focused on one goal which is to meet every customer’s fulfilment. Customer satisfaction
 OUR LADY OF FATIMA UNIVERSITY
SENIOR HIGH SCHOOL DEPARTMENT
ACCOUNTANCY, BUSINESS AND MANAGEMENT
VALENZUELA CITY
talks about the degree of satisfaction provided by the goods or services of a company as
measured by the number of repeat customers.
3. The statement “Agency create tour packages that are reasonably priced” under the variable
Pricing ranked 1 in the survey results for both online and traditional travel agency. Which
means, every product or service produced by travel agency is priced depending on it. It will not
be expensive or affordable without seeing that it is worth it. It is one of the most important
variables in a travel agency because most of us wants to travel within our budget. Pricing
depends on the customer’s perceived value of the product in comparison to his or her perceived
value of the competing products.

7.0 Recommendation
 Recommendations will be formed based on the result of the survey. Recommend to sustain or
maintain those got the highest ranks while recommend to improve those got the lowest rank.
 Answer in QUESTION NUMBER 4 of Statement of the Problem will be answered here.
EXAMPLE:
A. Online Travel Agencies
1. As we observed in the survey results, the statement “Agency offers a helping hand for the
clients” ranked 5 for Online Travel Agency. Therefore, we recommend for the online travel
agencies that they should always be willing to render assistance to their customers. It can be by
means of not saying no to any customers’ inquiry, the travel agents should listen carefully to
every customers’ complains so that they will know what to do the next time.
2. When it comes to the variable “Reliability” under the statement “Agency assures that the tour
program is followed”, we predict that delayed flights is one of the factors. The other is termed
as “call-time”. Wherein the given time and date of tour is not followed. We therefore
recommend that online travel agencies should be conscious of the time (schedule). They should
do their best to track the stated exact time so that the comfort and expectations of the
customers will not be ruin in the first place.
3. Considering that tour packages of online travel agencies are arranged randomly, that is why it
creates a not so good impressions to customers. With this, any online travel agencies should
create a tour package for every group of people and occasion. Like for students, business
tycoons, family bonding, company outing and for backpackers.
 OUR LADY OF FATIMA UNIVERSITY
SENIOR HIGH SCHOOL DEPARTMENT
ACCOUNTANCY, BUSINESS AND MANAGEMENT
VALENZUELA CITY
B. Traditional Travel Agencies
1. As we observed in the survey results, the statement “Agency offers a helping hand for the
clients” ranked 5 for Traditional Travel Agency. Therefore, we recommend for the traditional
travel agencies that they should always be willing to render assistance to their customers. It can
be by means of not saying no to any customers’ inquiry, the travel agents should listen carefully
to every customers’ complains so that they will know what to do the next time.
2. When it comes to the variable “Reliability” under the statement “Agency assures that the tour
program is followed”, we predict that delayed flights is one of the factors. The other is termed
as “call-time”. Wherein the given time and date of tour is not followed. We therefore
recommend that traditional travel agencies should be conscious of the time (schedule). They
should do their best to track the stated exact time so that the comfort and expectations of the
customers will not be ruin in the first place.
3. Considering that tour packages of traditional travel agencies are arranged randomly following
the different types of travelers like for students, business tycoons, family bonding, company
outing and for backpackers. That’s why it creates a so good impressions to customers. With this,
any traditional travel agencies will keep achieving increase in market sales as they continue
doing this strategy. We recommend that traditional travel agencies should do a research about
the preferences of the tourists and it will help them in creating tour packages.