HBM 221N Marketing Research

Diamond Group

Swinburne University of Technology Sarawak

HBM 221N Marketing Research

Kiidz Clubhouse

Group project (Component 3)

Tutor: Dr. Anand Agrawal

Date of submission: 18 May 2013

Prepared by Diamond Group:

Ho Ing Huat

4222164

Wong Siew Khiong

4222695

Darren Ang Kia Hock

4222989

Lesley Lim Wee Cheng

4222229

Umar Saibukandu

4239660

Darren Lee Seng Kian

4223144

Nur Ariffah

4241029

Page 1 of 30

HBM 221N Marketing Research

Diamond Group

Executive Summary
This report is mainly about Kiidz Clubhouse being able to sustain if they offered day care or
after care services in the long run. We conducted a survey for Kiidz Clubhouse which is
located at Plaza Merdeka. First, we identified what other services would be possible to
provide to consumers. Second, was to identify that whether Kiidz Clubhouse can sustain by
providing either day-care or after-care services and whether Kiidz Clubhouse is located at the
right location, being the last objective. The sample size for this survey was 90 respondents
which were categorized into 30 married parents with children, 30 newly married couples who
plan to have children and 30 couples who plan to get married. This survey was conducted
using research types of exploratory research, descriptive research and quantitative data.
Exploratory research was used to find the problems faced by Kiidz Clubhouse while
descriptive research was used to identify the population around Plaza Merdeka. We
conducted this research by interviewing respondents at Plaza Merdeka. Prior to the data
collection, we carried out pilot testing on 4 sample respondents. Based on the post survey
results, majority of the respondents knew the existence of Kiidz Clubhouse. The final result
revealed that most of the people have kids are not using any care services. Besides that, the
top 3 important aspects that a particular play centre should have are safety, education and
clean. Other than that, there are about 58% of respondents know about Kiidz Clubhouse when
we approach them. Most of them never use any of the services provided by Kiidz Clubhouse.
However, the top 2 services that some respondents used are just play area and toddler zone.
Additionally, 80% of the respondents didnt know about the advertisement made by Kiidz
Clubhouse. There are 63% of the respondents think that the Kiidz Clubhouse is located in the
correct place. 56% of our respondents agreed that the entry price is reasonable. About 73% of
respondents are not member of any play centre. About 57% of respondents gave us negative
responses on whether they will choose Kiidz Clubhouse services. However, they are willing
to pay RM200 to RM400 for that service if they had to use. For respondents who are
members of Kiidz Clubhouse, 62% of them chose neutral for the quality of service provided
and 46% of respondents feel neutral about the safety. Most of the respondents visit Plaza
Merdeka for about 0 to 2 times per month. Facebook, newspaper, internet newspaper and
television is the most commonly used media by the respondents to get daily news. Reading
story session, music learning session, teaching session and art work session are activities that
parents want to have for their kids if they sent them to Kiidz Clubhouse. Kidz Paradise is
highly preferred by parents; follow by Kiidz Clubhouse and Playground.
Page 2 of 30

HBM 221N Marketing Research

Diamond Group

Table of Contents
Executive Summary..................................................................................................... 2
1.0 Introduction.......................................................................................................... 4
2.0 Research problem................................................................................................... 4
3.0 Research objective.................................................................................................. 4
4.0 Research questions................................................................................................. 5
5.0 Size of sampling.................................................................................................... 5
6.0 Research type........................................................................................................ 6
7.0 Data collection (Pilot interview)................................................................................. 7
8.0 Recommendations.................................................................................................. 8
9.0 Conclusion........................................................................................................... 9
10.0 Appendix.......................................................................................................... 10
10.1 Results.......................................................................................................... 10
10.2 Sample questionnaire (Kiidz Clubhouse Plaza Merdeka Mall)...................................28

Page 3 of 30

HBM 221N Marketing Research

Diamond Group

1.0 Introduction
Kiidz Clubhouse is established in Kuching in 2012 and it is located at Plaza Merdeka
shopping mall. It is a modern activity centre that designed for the all-round and holistic
development of children between the ages of 1 to 12 years old. Kiidz Clubhouse is a place for
kids to nurture their intelligence and challenge their creativity with providing educational
courses, workshops and play ground that kids will love the fun and enjoy the environment of
the clubhouse. In addition, it is the suitable place for parents to relax and confidently
watching their children learning actively in a safe, secure and hygienic premise if compare to
the other clubhouses like those are located at the Spring mall and also Boulevard mall which
only provide the playground for children instead of educational activities. Kiidz Clubhouse
does provide high quality facilities, equipment and personnel for the children safety and other
resources to facilitate the learning and recreation for children. Kiidz Clubhouse has a good
experience on the separation of different group of age kids into different areas could be used
as the advantages in this research. The purpose of this research is to find out whether Kiidz
Clubhouse can sustain if they provide day care or after care service to the children in the long
run process.

2.0 Research problem

Can Kiidz Clubhouse sustain if they offer Day care or after care services in the long run?

3.0 Research objective

To identify the types of additional and attractive services that can be provided to its
customers.
The objective would be to find out what other additional services that can be provided to
the customers of Kiidz Clubhouse. This will look at all the possibilities and see whether
it is feasible to have other services in additional to those that are already provided. It will
look at what are the current services provided and will help establish other services that
may attract more customers. It will attempt to identify what kinds of or types of services
should constitute the target audience. There will be a questionnaire will be designed and
used to get the data.
Page 4 of 30

HBM 221N Marketing Research

Diamond Group

To examine the sustainability of Kiidz Clubhouse if they provided Day-Care or AfterCare services.
This objective would seek to note that whether Kiidz Clubhouse would sustain by
providing either Day-Care or After-Care services for customers. This objective will look
at both arenas thoroughly. It will need to identify what are the pros and cons in
cooperating with a Day-Care or After-Care.

To determine whether Kiidz Clubhouse is located in the correct vicinity.

This objective will explore whether the current location of Kiidz Clubhouse is feasible
for the sustainability of the business. Given the fact that the present location is in the hub
of Kuching, a thorough exercise will be conducted in order to get the thoughts of the
customers on the location of Kiidz Clubhouse

4.0 Research questions

Is Kiidz Clubhouse located in the right vicinity?

Are the services of Kiidz Clubhouse perfect and relevant for its customers?
Is the pricing offered by Kiidz Clubhouse affordable for all?
Are the operating hours of Kiidz Clubhouse feasible for both working and non-working

parents?
Is the environment of Kiidz Clubhouse safe for children?
Will Kiidz Clubhouse sustain if they provide Day-Care or After-Care services?

5.0 Size of sampling

The size of our sampling is based on 90 respondents which are categorized in three specific
groups and they are 30 married parents with child, 30 newly married who plan to have child,
and 30 couples who plan to get married soon. All of these respondents are investigated and
interviewed at Plaza Merdeka mall as we used survey interview questionnaire to approach
our respondents.

Page 5 of 30

HBM 221N Marketing Research

Diamond Group

6.0 Research type

Exploratory Research
Our group had chosen exploratory research design to review the problem faced by Kiidz
Clubhouse. We conducted this type of research by visiting Kiidz Clubhouse and at the
advantages and limitations that they currently have. After confirming the problems, we then
came out with a few strategies to achieve our objectives. One of the strategies is to conduct
depth interviews. We have prepared the interview guide based on our research objectives and
the logistical issues such as location had also been determined. The advantages of this
interview are that it is easier for us to reach hard-to-access respondents such as busy
employees. Besides that, it can be also customize to suit individual respondents.

Descriptive Research
Other types of research we conducted are the descriptive research. Descriptive research is
also known as statistical research. This type of research describes data and characteristic
about the population and phenomenon being studied. Hence, we decided to focus on the
population around Plaza Merdeka to obtain the information regarding Kiidz Clubhouse. This
is done by interviewing the population of interest on how they review Kiidz Clubhouse.

Quantitative Data
Our objective in this type of data collection method is to quantify how many respondents are
willing to send their kids to Kiidz Clubhouse if the after-care or day-care system is
implemented, or is the location affect the decision of the respondents, or is the services
provided by Kiidz Clubhouse is not sufficient enough. Information is obtained through faceto-face interviews, telephone interviews, web-based questionnaires and paper-pencil
questionnaires. Within the research framework, we analyse the feedback of the respondents
based on the basic social and demographic parameters such as professional status, living
standards, residing place and marital status.

Page 6 of 30

HBM 221N Marketing Research

Diamond Group

7.0 Data collection (Pilot interview)

1) One did not know about the Kiidz Clubhouse
During the interview process, we had asked the respondent whether he was interested in
taking part in our survey. He promptly answered with a Yes. Unfortunately, he did not
know much about Kiidz Clubhouse and he had no interest on it.
2) One was unwilling to put her child to the Kiidz Clubhouse
From the second respondent, she was unwilling to put her child in a day care or after care
service. It is because she would prefer to leave her child at home with a nanny or a
babysitter as it will be safer and save more money as compared to putting her child at a
day care or after care service centre.
3) Two was seemed interested to put their children to the Kiidz Clubhouse
In summary for the another two respondents, they have the same answers for the
interview as they stated that they have the interest to send their children to the Kiidz
Clubhouse during their working period if Kiidz Clubhouse provides day care or after
care service. Thus, they will be not worried on the safety of their child as Kiidz
Clubhouse provides efficient teacher/trainer to take care and guide the children.

Summary on our research after pilot interview testing

Apart from our research, we had concluded that our questionnaire was not required to have
any major improvements as most of the respondents can understand the actual meaning of the
question and they gave correct response regarding the questions asked by us. In addition, the
respondents felt comfortable when they are answering to the questionnaire. We had made
some minor changes on the questionnaires in order to make respondent more understand on
it. One thing to be mentioned is that we took the note on which questions to be questioned
regarding different categorised person.

Page 7 of 30

HBM 221N Marketing Research

Diamond Group

8.0 Recommendations
Based on our research, on question 16, we can identify that most of the people usually like to
obtain daily news via Facebook, television, radio and newspaper. Therefore, we recommend
that Kiidz Clubhouse should focus on updating or sharing Kiidz Clubhouse activity via
Facebook. Besides, Kiidz Clubhouse can make good use on Facebook which is more active
and easier to interact with its users. For example, Kiidz Clubhouse can share some topic and
knowledge that related to children such as kid healthy, important nutrition for kids and how to
handle bad habit of your kids which can attract more Facebook user notice on Kiidz
Clubhouse.
Moreover, we suggest that Kiidz Clubhouse can use radio broadcasting channels to advertise
their packages and services provided to increase brand awareness. The reason we chose radio
is due to two reasons. First reason being that radio advertising is actually cheaper than
television or newspaper. No need to mention on television as command sense is always
expensive. The second reason is that by using radio to advertise, Kiidz Clubhouse can gain
the benefit on targeting working parents. Usually working parents or anyone else would listen
to the radio when they are on their way to work or even after work.
In addition, based on o the results from our survey, on question 17, we can identify that
parents do prefer a day car or after care centre with more interactive educational services like
reading story session, music learning session, teaching session and art work session. Hence
we suggest that, Kiidz Clubhouse can add on more new programs or activities which focus
more on to learning for their kids which will also be an addition benefit to attract more
customers.

Page 8 of 30

HBM 221N Marketing Research

Diamond Group

9.0 Conclusion
Based on our survey of 90 respondents towards the research question, can Kiidz Clubhouse
sustain in the long run if they offered Day-Care or After-Care services? We conclude that
Kiidz Clubhouse can sustain if they offer day car or after care services. We have 7 reasons to
support this decision. 80% of the respondents who never use any day-care or after-care
services were willing to send their child to Kiidz Clubhouse in the future. 58% of the
respondents knew the existence of Kiidz Clubhouse in Plaza Merdeka mall which shows the
popularity of Kiidz Clubhouse. Moreover, 60% of the respondents agreed that Kiidz
Clubhouse is located in the correct vicinity, thus, making it a convenient place. Furthermore,
56% of the respondents agree that the price of entry fee to Kiidz Clubhouse is reasonable.
Most of the respondents consider that Kiidz Clubhouse is quite safe enough for their children
and are satisfied with the quality of Kiidz Clubhouse. Furthermore, the ranking of Kiidz
Clubhouse is neutral between the two competitors which are Kids Paradise and Boulevard
playground. This shows that Kiidz Clubhouse is quite acceptable by the majority of
respondents. In addition, to ensure that Kiidz Clubhouse Day-Care or After-Care can sustain
in the long run, Kiidz Clubhouse could follow the recommendations that suggest Kiidz
Clubhouse to improve and improvise more advertisements in media such as Facebook and
radio. Besides the above, Kiidz Clubhouse can generate more programs that focus on
educational activities to attract more customers.

Page 9 of 30

HBM 221N Marketing Research

Diamond Group

10.0 Appendix
10.1 Results

Do you have kids between the ages 2 and 12?

(N =
90)

Yes

30; 33%

No

60; 67%

Figure 1: Do you have kids between the ages 2 and 12 years old?

In figure 1, the pie chart shows the result of 90 respondents do and do not have kids between
the ages 2 and 12 years old. Based on our research, the number of respondents who have kids
between the ages 2 and 12 years old are 30 out of 90 or 33% of the respondents. It also
indicates that 60 out of 90 or 67% of the respondents do not have kids between the ages 2 and
12 years old. The 67% or 60 of the respondents who does not have kids can be grouped into
two categories, which are newly married couples who plan to have baby and couples who
plan to get married soon.

Page 10 of 30

HBM 221N Marketing Research

Diamond Group

Do you use day/after care service for your children?

30

(N =
30)

24

25
20
15
10
5
0

80
%

20
%
Yes

No

Figure 2: Do you use day-care or after-care service for your children?

Based on figure 2, the column chart presents the percentage and number of 30 married
parents with child who send their kids to day-care or after-care services. Around 20% or 6 of
the respondents send their kids to day-care centre meanwhile another 80% or 24 of the
respondents did not send their kids for day-care or after-care services. This shows that among
the respondents, the number of respondents who did not send their kids for day-care or aftercare services is higher than those who do. There are few reasons gathered from some of the
respondents from the survey process such as some of the parents will send their children to
kindergarten, some will take care by their own, some of parents will hire babysitter to take
care on their child, and some of parents will send their children to tuition school to let tuition
teacher to look after their children as well as provide education to their children.

Page 11 of 30

HBM 221N Marketing Research

Diamond Group

(N =

Important aspects for parents to select a particular day/after care90)

centre
Play centre with Certificates

Healthy food provided

Place to sleep & bath

Good location of the day care centre

42

Reasonable price (affordable)

23
22
Provide Good Service Quality

14
8

Trustable Guardiance

Clean

4 Others (26)

3 education
Provides

Safety

3
2
0

10

15

20

25

30

35

40

45

Figure 3: What aspect is important for you to select a particular day-care or after-care
centre for your kids?

The pie chart in figure 3 shows the percentage and number of the important aspects of 90
respondents to choose a particular day-care or after-care for their children. The result showed
42 of respondents aspect on safety, 26 of respondents aspect on others 23 of respondents
aspect on providing education services, 22 of respondents aspect on clean environment and
14 of respondents aspect on trustable guardian. Based on the result, the highest percentage
on what respondent expected is safety while the lowest percentage on what respondent
expected is trustable guardian. According to the response from most of the respondents, they
mentioned that safety would be the first issue to consider before sending their children to any
day care centre or clubhouse. Based on the research, some parents gave the answers which
are classified as other category was little significant and they are provide good service
quality, reasonable price, good location of the day care centre, place to sleep & bath, healthy
food provided, and play centre with certificates.

Page 12 of 30

HBM 221N Marketing Research

Diamond Group

Are you aware of the existence of KCH in Plaza Merdeka?

(N =
90)
Yes

No; 38; 42%

No
52; 58%

Figure 4: Are you aware of the existence of Kiidz Clubhouse in Plaza Merdeka?

The pie chart in figure 4 shows the percentage and number on the people who know the
existence of Kiidz Clubhouse in Plaza Merdeka based on 90 respondents. The 90 respondents
are 33% or 30 people of parents with child and 67% or 60 people of parents without child.
From the table above, we can see that more than half of our respondents which is 58% or 52
people of respondent did know about the existence of Kiidz Clubhouse in Plaza Merdeka.
Despite the fact of Kiidz Clubhouse located at the uppermost floors in Plaza Merdeka,
respondents still able to found out that there is a clubhouse there. This shows that Kiidz
Clubhouse is quite well-known in Plaza Merdeka.

Page 13 of 30

HBM 221N Marketing Research

Diamond Group

Which services do you use in KCH?

(N =
5

8
%

Never use any (1)%

52)

31
2; 4%
Just
area (2)
4; 8%play

Toddler Zone (3)

5; 10%

10; 19%

31; 60%

Art & Craft Zone (4) Console Game Zone (5)

10

Figure 5: Which services do you use in Kiidz Clubhouse?

Based on the figure 5, the pie chart indicates the percentage and number on which services do
respondents use in Kiidz Clubhouse for their kids based on 52 respondents. According to the
result, there are 59% or 31 of people of respondents never use any services provided by Kiidz
Clubhouse, 19% or 10 people of respondents just use play area, 10% or 5 people of
respondents use toddler zone, 5% or 10 people art or craft zone and 4% or 2 people of
respondents use console game zone. The main reason why most of the parents never use the
service provided by the clubhouse is because they are not sure what services do Kiidz
Clubhouse have and they think it is expensive as they never survey on the price before.

Page 14 of 30

HBM 221N Marketing Research

Diamond Group

Do you have any idea about the advertisement made by KCH?

20%

Yes

No

(N =
90)

80%

Figure 6: Do you have any idea about the advertisement made by Kiidz Clubhouse?

The pie chart in figure 6 shows the percentage and number on respondent who have any idea
about the advertisement made by Kiidz Clubhouse based on 90 respondents. The result show
that there is 80% or 72 people of respondents do not notice any advertisement that made by
Kiidz Clubhouse. However there is only 20% or 18 people who have idea about the
advertisement made by Kiidz Clubhouse. Although we had seen few unit of stand banner of
Kiidz Clubhouse advertisement placed around Plaza Merdeka, our interview survey resulted
that most of respondents did not know or seen the advertisement before. The reason of this
phenomenon may be caused by the incorrect placement or unattractive advertisement.
Incorrect placements of advertisement not only waste resources but also decrease the
effectiveness of advertising to target consumer.

Page 15 of 30

HBM 221N Marketing Research

Diamond Group

Is KCH located in the correct vicinity?

(N =
90)

33; 37%

Yes

No
57; 63%

Figure 7: Do you think Kiidz Clubhouse is located in the correct vicinity?

The pie chart in figure 7 shows that the percentage and the number of 90 respondents feel that
Kiidz Clubhouse is located in the correct vicinity. According to the result, it show that 63% or
57 people of respondent do think that Kiidz Clubhouse is located in correct vicinity but there
is 37% or 33 people of respondent do not think that Kiidz Clubhouse is located in a correct
vicinity. Based on some respondent reason, why respondents think that Kiidz Clubhouse were
in the correct vicinity because some respondents who are working parent around this area
think that is a good place to open Kiidz Clubhouse here as they can send their kid to Kiidz
Clubhouse when there are busy on work.

Page 16 of 30

HBM 221N Marketing Research

Diamond Group

Most oftenly used service at KCH

(N=1
Just play
area (1)

1; 8%

Toddler3)
Zone (2)

3; 23%
6; 46%

Art & Craft Zone

(3)
Console Game
Zone (4)

3; 23%

Figure 8: Which services of Kiidz Clubhouse you use more often?

In figure 8, the pie chart shows the percentage and number of services provided by Kiidz
Clubhouse that often used by 13 respondents. The result shows there are 46% or 6 people of
respondent used just play area, 23% or 3 people of respondent used toddler zone, 23% or 3
people of respondent used art and craft zone and 8% or just only 1 people of respondent used
console game zone. Based on respondent point of view, majority of the parents used only just
play area service provided by Kiidz Clubhouse because they usually conduct shopping there
and drop their children there for 1 or 2 hours so that parent have time to buy thing. Most of
the parents did not like to let their child joining the console game zone as they might think
that it is not healthy activity as it might harm their children eye if they play too long.

Page 17 of 30

HBM 221N Marketing Research

Diamond Group

Is the entry price at KCH reasonable?

35
30

29
23

25
20

(N =
52)

15
10

56%

44

0
Yes

No

Figure 9: Do you think the entry price at Kiidz Clubhouse is reasonable?

Figure 9, the column chart show the percentage and number of 52 respondents' opinion
toward price offered by Kiidz Clubhouse. Out of 56% or 29 people of respondents are
answered yes but 44% or 23 of the respondents are answered no. Based on what majority of
respondent had told us, they think that the entry price of Kiidz Clubhouse is reasonable
because they understand that the capital too set up a play centre is not cheap and they also
think that Kiidz Clubhouse consist a lot of activity zone which can allow their kids to enjoy
different activity make them feel worth of it.

Page 18 of 30

HBM 221N Marketing Research

Diamond Group

Are you a member at any other play centre?

25

22

(N =
30)

20
15
10
5
0

8
26
%

27
%
Yes

74
%

73
%
No

Figure 10: Are you currently a member of any other play centre?

Figure 10 illustrates the percentage and number of the respondents whether currently they are
member of any other play centre. Among 30 respondents who were married with children
answered the questionnaire, it indicates that only 27% or 8people of the respondents are the
existing members of other play centre, another 73% or 22 people of the respondents do not
have membership at any other play centre. Most of the reasons given by the respondents are
they usually just let their kid to have fun in play centre during public holiday or may be
weekend without school so it is no point to own a membership because they do not send their
kids to play centre often.

Page 19 of 30

HBM 221N Marketing Research

Diamond Group

Preference to use day/after care service

(N =
90)
1

39; 43%

51; 57%

Figure 11: Will you prefer to use the service of Kiidz Clubhouse if they start Day-care
centre or after-school centre as well?

Based on figure 11, the pie chart show the result of 90 respondents preference to use either
day of after care service. The result had shown that there were 43% or 39 people of
respondent want to use the services of Kiidz Clubhouse but there were 57% or 51 people of
respondent do no want to use the services of Kiidz Clubhouse. Based on respondents point of
view, the reason for those respondents who prefer to use Kiidz Clubhouse services is because
they think that Kiidz Clubhouse provide a lot of activity which their children might interest or
enjoy on it but the reason for those respondent who do not prefer to use Kiidz Clubhouse
services is because nowadays majority of parent are concerning on their kids study
knowledge will prefer on education services at first choice so respondent do not choose Kiidz
Clubhouse due to it do not provide more on education services.

Page 20 of 30

HBM 221N Marketing Research

Diamond Group

Willingness to pay for the day care service per month

25

22

20

(N =
90)

20

19

15
10

13
10
6

5
0

7%

11
%

24
%

22
%

15
%

21%

Figure 12: How much are you willing to pay for the day care service per month?

The figure 12 column chart show that the percentage and number of 90 respondents on how
much they willing to pay for the day care service per month. Based on the result there are
24% or 22 people of respondents willing to pay the amount between RM201-RM300, 22% or
20 people of respondents willing to pay the amount between RM301-RM400, 21% or 19
people of respondents choose to no answer, 15% or 13 people of respondents willing to pay
the amount between RM401-RM500, 11% or 10 people of respondents willing to pay the
amount between RM101- RM200 and 7% or 6 people of respondents willing to pay the
amount from RM100 and below. So based on this result, we can identify that the most
acceptable price by majority of respondent is between RM200-RM400.

Page 21 of 30

HBM 221N Marketing Research

Diamond Group

How do you feel about the quality of service provided by

KCH?
(N =
13)

Very Unsatisfied (1)0

Unsatisfied (2)
15%
Neutral (3)

62%

Satisfied15%
(4)
8%
Very Satisfied (5)

1
0

Figure 13: How do you feel about the quality of service provided by Kiidz Clubhouse?

In the figure 13, the bar chart shows the percentage and number of 13 married parents with
children who were the existing customers responded to the quality of service provided by
Kiidz Clubhouse. Based on the chart above, there are majority of the married respondents
which is 62% or 8 out of 13 married parents rated the service quality of Kiidz Clubhouse as
neutral which means the service quality is moderate and fine with no negative comment.
There were 15% or 2 sets of parent rated the service quality of Kiidz Clubhouse as unsatisfied
because they gave the reason that, the place is not clean enough and the playing equipment
for kids were not as much as compared to Kidz Paradise (Spring mall). There were 15% or 2
married respondents rated the service as satisfied while there were 8% or 1 married
respondent rated the service as very satisfied because they gave the reason that Kiidz
Clubhouse provides good place for children to play and stay.

Page 22 of 30

HBM 221N Marketing Research

Diamond Group
(N =

Is KCH a safe place for children?

13)
Strongly Disagree (1)
8%

Disagree (2)
8%

1
6

46%

Neutral (3)

30%

Agree (4)
8%

Strongly Agree (5)

1
1

Figure 14: Kiidz Clubhouse is a safe place for children to stay and play

In figure 14, the column chart shows the percentage and number of 13 married parents with
children who were also the existing customers of Kiidz Clubhouse by thinking that Kiidz
Clubhouse is a safe place for children to stay and play. There were 46% or 6 out of 13
married parents felt that it was neutral for them think that Kiidz Clubhouse was a safe place
for children to stay and play. In addition, 30% or 4 out of 13 respondents were agreed with
that statement and 8% or 1 out of 13 respondents strongly agreed with that statement as well.
In contrary, there was 1 out of 13 respondents disagreed with this statement and one another
strongly disagreed about this statement as well. They gave the reason that the place there is
not clean enough and without the present of trustable guardian.

Page 23 of 30

HBM 221N Marketing Research

Diamond Group

No. of expected visits to Plaza Merdeka / Month

50
45
40
35
30
25
20
15
10
5
0

(N =
90)

44
49%

49%

0 - 2 (1)

34

38%

3 - 5 (2)

12
13%

6 - 8 (3)

0 (4)
9 & above

Figure 15: How often will you visit Plaza Merdeka within a month in near future?

Based on figure 15, the bar chart is about the result of 90 respondents on their how many
times they will visit Plaza Merdeka mall in a month in the near future. 49% of the individuals
and the couples said that they would be visiting the place between 0 to 2 times in a month,
making that the highest. While none said that they will visit the place more than 9 times in a
month. 38% or 34 people of the participants said that they will be visiting the place 3-5 times
while 13% or 12 people of respondents were to be visiting the place more frequently 6-8
times. Though it was not part of the questionnaire and when asked them why, they were
either working or living close to the Plaza.

Page 24 of 30

HBM 221N Marketing Research

Diamond Group

Most commonly used media

(N =
90)
77

Facebook

73

Newspaper, internet newspaper

60

Television
50

Radio
39

Twitter

35

Magazine, book, article

34

Youtube

33

Banner, brochure, template

0 10 20 30 40 50 60 70 80 90

Figure 16: Which social media or news channel that you commonly use to obtain daily
news?

In figure 16, the column chart illustrates the percentage and number of social media or new
channel that commonly used by 90 respondents to obtain daily news. From the result above,
majority of the respondents like to use Facebook, newspaper and internet newspaper to obtain
daily news while less respondent used YouTube, magazine, book, article, and banner to
obtain news. Facebook is a very useful and well known social media that connect all the
people around the world. There are 77 out of 90 respondents used this social media to obtain
daily news as they had provided some information about why they use this media to get news
during the survey. Some of them ever visited the Facebook page as well in order to know
more about the clubhouse while some of them mentioned that they saw the advertisement,
promotion, and some events through the Facebook page of Kiidz Clubhouse.

Page 25 of 30

HBM 221N Marketing Research

Diamond Group

Services expected by parents

(N =
80
70
60
50
40
30
20
10
0

72

64

64

90)

59
38

36

32

30

Figure 17: If Kiidz Clubhouse provides day care or after care service to your children,
what activity or learning session would you think is suitable for your children?

Figure 17 indicates the percentage and number for what activity or learning session that 90
respondent would prefer for their children, if Kiidz Clubhouse provides day care or after care
service to their children. From the result, majority of the respondents prefer reading story
session, music learning session, teaching session and art work session for their children
while less respondent prefer ice breaking session, game session, cartoon session and tea break
session. Based on the result we can know that majority of respondents are concerned and
preferred a day care or after care service that comes with education services or learning
services as this fact can help to educate the children before they proceed to primary school. In
summary for this chart, majority of the respondents would prefer to send their children to
Kiidz Clubhouse if it provides day care or after care service with effective learning or
education session.

Page 26 of 30

HBM 221N Marketing Research

Diamond Group

Ranking among the parents's preference for kids play ground or clubhouse
(N =
90)

36

40

35Kiidz Clubhouse - Plaza Merdeka Mall

30
25
20

31

Playground
28- Boulevard Mall

23
21 22

18

13
15
Kidz Paradise - Spring Mall
10
20%14%
5 40%

23%24%26%

8
31%34%9%

0
Rank 1

Rank 2

Rank 3

Figure 18: Please rank among following your preference for kids play ground or
clubhouse. (Priority from 1 to 3)
The bar chart above shows the percentage of respondent who rank among the preference of
three kids centre or clubhouse with the priority from 1 to 3. The three kid centres are Kiidz
Clubhouse (Plaza Merdeka mall), Kids Paradise (Spring mall) and Boulevard playground
(Boulevard mall). There are only 67 respondents out of 90 who responded to this question.
From the chart above, for the rank 1 column, Kidz Paradise (Spring mall) deserves the
highest percentage which is 40%, followed by 20 % of Kiidz Clubhouse (Plaza Merdeka
mall), lastly 14% of playground (Boulevard mall). From the survey, the customers mentioned
the reason why they ranked Kidz Paradise as the 1 st place among these three kids centre was
because that centre provides clean and big space for children to play, sufficient and fun
equipment, preference from the children to influence their parents to bring them go Spring
mall instead of another two. From the overview of the chart, Kiidz Clubhouse reserved a
neutral and normal feedback from customer as it is in the second position if ranked by the
average among three kids centres like Kids Paradise, Boulevard playground and Kiidz
Clubhouse. Unlike Boulevard playground, most of the parents gave the feedback that the
playground there is dirty and the equipment is old and not safe enough for their children to
play there.
Page 27 of 30

HBM 221N Marketing Research

Diamond Group

10.2 Sample questionnaire (Kiidz Clubhouse Plaza Merdeka Mall)

1) Do you have kids between the ages 2 & 12 years old?
Yes
No
2) Do you use day-care or after-care service for your children?
Yes
No
If yes, where? ______________________________
If No, why? ______________________________

3) What aspects are important for you to select a particular day care or after-care centre for
your kids?
________________________________________________

4) Are you aware of the existence of Kiidz Clubhouse in Plaza Merdeka?

Yes
No
5) Which services do you use in Kiidz Clubhouse?
(Can tick more than one)
Never use any
Just play area
Toddler Zone
Art & Craft Zone
Console Game Zone
6) Do you have any idea about the advertisement made by Kiidz Clubhouse?
Yes
No
If yes, do you remember any last advertisement you have seen?
Yes
No
If yes, where had you seen those advertisements? _____________

7) Do you think Kiidz Clubhouse is located in the correct vicinity?

Yes
No
8) Which services of Kiidz Clubhouse you use more often?
_________________________________________________________
9) Do you think the entry price at Kiidz Clubhouse is reasonable?
Page 28 of 30

HBM 221N Marketing Research

Diamond Group

Yes

No

If No, what should be the price?

RM___________

10) Are you currently a member of any other play centre?

Yes
No
If Yes, name of the play centre___________________________

11) Will you prefer to use the service of Kiidz Clubhouse if they start Day-care centre or
after-school centre as well?
If Yes, why?
______________________________________________________
If No, why?
______________________________________________________

12) How much are you willing to pay for that service day care or after care?
Per month RM ___________
13) How do you feel about the quality of service provided by Kiidz Clubhouse?
(Put only one tick )

Very satisfied

Satisfied

Neutral

Unsatisfied

Very unsatisfied

14) Kiidz Clubhouse is a safe place for children to stay and play.
(Put only one tick )
Strongly Agree Agree

Neutral

Disagree

Strongly Disagree

Page 29 of 30

HBM 221N Marketing Research

Diamond Group

15) How often will you visit Plaza Merdeka mall within a month in near future?
(Put only one tick )
02
35
68
9 & above

16) Which social media or news channel that you commonly use to obtain daily news?
(Can tick more than one time)
Facebook
Twitter
Youtube
Newspaper, internet newspaper
Radio
Television
Magazine, book, article
Banner, brochure, template
Other: __________________________
17) If Kiidz Clubhouse provides day care or after care service to your children, what activity
or learning session would you think is suitable for your children?
(Can tick more than one time)
Ice breaking session
Music instrumental learning session
Reading story book session
Teaching session
Art work practicing session
Tea break session
Playing games session
Cartoon movie session
Other: _____________________________

18) Please rank among following your preference for kids play centre or clubhouse.
(Priority from 1 to 3)
Kidz Paradise (Spring mall)
Kiidz Clubhouse (Plaza Merdeka mall)
Playground (Boulevard mall)

Page 30 of 30