Sample Group Project paper-1

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Group Project: Final Research Project for xxx Company Team 2: Marketing Research MARxxx, sect xxx April 28, 20xx Dr. Qin Sun Note: This sample paper is for instructional purpose. DO NOT distribute it due to copyright issue. Commented [SQ1]: Note that this sample paper is for the reference purpose, especially to show you how to write the content analysis and statistical analysis. Since it is different from your team project, you should do your own due diligence to conduct research and perform the tasks with respect to the assignment instruction for your project. Commented [QS2R1]: Make sure to check my comments in this sample paper to better understand the expectations.

XYZ Research 20xx i | P a g e Executive Summary Purpose of the Research Request The American Stage Theatre (ASTC) approached XYZ Research to study ways show attendance can be increased. Although attendance has grown since 2003, the company relocated to a bigger theater and there has been a decrease in federal endowments and local funding. American Stage would like to increase subscribership by 9%. Complete Problem Situation The combination of increased audience capacity, reduced unearned revenue, and an aging core audience has put ASTC in a unique position. To solve their problem, this study will look at ways the organization can convert one time theatergoers into subscribers. Measurable Symptoms Measurable symptoms such as attendance, demographics, subscribership, and budgetary concerns indicate why the company needs to increase subscribership. These symptoms have been identified through client interactions such as the initial client presentation, review of client website, and further client questioning. Unit of Analysis The specific single ticket purchasers this study focused on were individuals in Pinellas County who are currently between the ages of 30-45. These individuals were born between 1965 and 1980 additionally; other individuals were surveyed to compare the study population against the current average ASTC patron. Relevant Variables to the Situation Relevant variables to the situation include subscription offerings, demographics, awareness, and psychographics. Subscription offerings includes studying individual ticket purchaser’s perceived value of subscription packages compared to other theaters in the area and other entertainment venues that are identified as substitutions. Specific Research Questions The study initially set out to explain how to convert one time theatergoers into subscribers through specific research questions that include, who are the one time theatergoers? How do single ticket purchasers perceive American Stage’s subscription packages? Who are the theatergoers that attend multiple shows in one season without purchasing a subscription? What demographic differences exist between subscribers and non-subscribers? How do substitutions influence subscribership? Through which channels are customers obtaining knowledge about American Stage’s shows and events? How do customers perceive the quality of productions? Which genres are most preferred by theatergoers? Relationships Tested As number of performances attended increases, likelihood to subscribe increases. As number of shows seen increases, the familiarity with subscribership packages increases. As overall experience increases or quality of shows increases, the likelihood of making additional donations increases. Research Objectives The objectives were based on the results of secondary research as well as the research problem and questions identified for this research project. The objectives of this research was to determine why individuals 30-45 do not purchase subscriptions, what the responses are of theatergoers that would not normally fill out a survey, to collect relevant and useful statistics about a younger audience segment, and to collect relevant and useful information regarding substitutions for live performances. Types of Research Designs Commented [QS3]: This is too detailed and too long. Make sure to just summarize each major section rather than the subsections such as Introduction; Survey Study Analysis Results; Conclusions and Recommendations; and Limitations. Commented [QS4R3]: Write Executive Summary in 1-2 pages.

XYZ Research 20xx ii | P a g e XYZ Research used both exploratory research and descriptive research for this project. Exploratory research creates insights that help describe the problem the researcher is facing and intensifies consumer behavior, attitudes, and motivations that are not easy to otherwise define. Justification of Research Designs XYZ Research first collected primary research by conducting a focus group conversation. The participants provided qualitative information about American Stage that the focus group had not previously considered Secondary Data XYZ Research used professional journals such as Consumer Affairs, Ryans and Weinburg, US Census Bureau, and information gained on interviewing American Stage. Primary Data Collection Procedure Primary data collection was conducted with a focus group. XYZ Research designed a questionnaire that was used to identify which perceptions have the greatest affect on attendance and subscribership. The researchers conducting the interviews also had a managerial understanding of the nature of the study, the time restraints, and the sampling characteristics. Primary Data Administration Procedure The focus group was conducted in a conference room at the client’s facility. There were 11 participants. After the discussion, the video was reviewed and transcribed, then the transcription was summarized and themes were identified. This information gave the basis for the questionnaire that was administered. The questionnaires were administered on Wednesday, April 7th; Thursday, April 8th; and Sunday, April 11th. During those dates a variety of shows occurred including Driving Miss Daisy, Reefer Madness: The Play!, and the cabaret, Too Legit to Quit. This mixture of shows, dates, and times provided the researchers with a varied sampling of results. Sample Population The target population was defined and profiled from current data provided by the client including the names and contact information for people that had attended at least one show. American Stage provided XYZ Research with a complete list of contacts and it was defined as the target population. The sample population consisted of theatergoers that attended the specific American Stage production at the specific time in which the researchers were conducting the surveys. There was no selectivity in the process of knowing which customers would be at the show. Sampling Units The focus group sampling units used initially for the focus group were individuals who had purchased at least a single ticket once and were between the ages of 30-45. Sampling for the survey units included individuals of any age attending American Stage shows. Individuals who appeared to be age 30-45 were included. Generation of Sampling List The sample list for the focus group was generated by screening out those who fit the target’s description from a contact list provided by the client. XYZ Research was able to get the age, income and other demographic and geographic information necessary by asking specific questions in a screening email. The sampling for the surveys was generated after XYZ Research conducted the surveys and gathered patrons’ information. Since XYZ Research performed an on-site survey without any participants already in mind, it was impossible to create a sampling list before the survey. Sampling Size The sample size for the focus group was determined based on research. According to the guidelines for focus groups, an ideal amount to have should be between eight to twelve participants. By changing the age on the sample unit, XYZ Research was able to have eleven participants attend instead of the five

XYZ Research 20xx iii | P a g e that responded to the initial invitation. Sample size for the surveys was determined based on the attendance of the show and how efficiently and effectively XYZ Research could interview and collect information. The goal of XYZ Research was to obtain 100 completed surveys. The team actually gathered 148 surveys with a 75% completion rate. Full participation from the research team was needed in order to gather as many responses as possible. Sampling Plan and Design For this part of the research for the focus group, probability sampling was used based on the fact that a list of people was given, and they all had the same chance of fitting into the criteria of the screening process for becoming a sample. The sampling design used simple random sampling since every member of our target sample had an equal chance to be qualified to participate on the focus group. The fact that XYZ Research conducted the survey process on-site, non-probability sampling was employed. It was unknown to XYZ Research and to the patron to figure out the probability of getting asked to participate in a survey before the production. The sampling design in place was convenience sampling; it was based on interviewing patrons with the assumption that they fit the characteristics of the target population. Demographics of Session Participants The focus group session included 5 subscribers and 6 non-subscribers, who attended at least one show within the last 12 months. They live in Pinellas County and are between 30-60 years of age. Both males and females participated and earned income ranging from $30,000-100,000. Debriefing Analysis Even as early as the first question, it was evident that a varied range of preferences existed. General consensus indicated overall satisfaction with the quality of the shows, atmosphere, and ease of changing seat selections with the box office. Subscribership, however, was the intended key discussion topic. Fortunately, the most authentic responses during the focus group came from pricing ideas. Content Analysis Some of the questions in the content analysis were: What kinds of movies, live theatre and other types of performances do you enjoy seeing? What benefits do you look for in making a long term purchasing commitment to a product or service such as season tickets, annual passes, or a subscription package? If you ever thought about purchasing a package, why didn’t you? What additional services or specials would increase the likelihood of you purchasing a subscription ? Taking into consideration our discussion, what suggestions do you have for American Stage to increase the likelihood of your subscription? What suggestions do you have for advertising subscriptions? Do you think you would do it again next year? Is there anything you would like to see added? Limitations and Alternative Explanations The original target demographics for the focus group were aimed toward non-subscribers between the ages of 30-45 with individual incomes of less than $100,000 annually. Because of limitations XYZ had to increase out age range. More focus group sessions are needed to provide enough insights for this research project. Due to the time constraint, it is impossible for XYZ Research to do this. Summary of Themes Throughout the discussion there were common topics that were continuously brought up. The themes are subscription packages and contents, facility accommodations and surrounding area, and advertising. The topic of subscription packages and its contents played a big role throughout the discussion; it was discussed in multiple occasions during the focus group session. The last theme XYZ research thought played a critical role in the discussion was advertising. In this part of the conversation, participants expressed some ideas and also gave their opinions about the advertising techniques that American Stage uses. The main topics of discussion in this theme were, advertising through social networks, quality of advertising, advertising mediums, and frequency of advertisement. Summary of Statistical Analysis

XYZ Research 20xx iv | P a g e Responses to the questionnaires, research questions, and relationship testing data were analyzed using the SPSS program. The descriptive statistics found that demographic information of one time theatergoers matches the average demographics for all American Stage patrons. However, non- subscribers that see multiple shows in a season differ in gender and level of education. In comparing all non-subscribers to subscribers age is a differentiating factor and there are different venue preferences in only a few cases. It was found that single ticket purchasers might be encouraged to subscribe by adding special parking, additional discounts, lower prices, and better show selection. Age was a factor in communication channels for obtaining knowledge when choosing upcoming events to attend. In general, respondents found productions high in quality and had significant distinguishing responses between genres they preferred versus genres not preferred. Finally, the following relationships exist: As number of performances attended increases, likelihood to subscribe increases; as number of shows seen increases, the familiarity with subscribership packages increases; and as overall experience increases or quality of shows increases, the likelihood of making additional donations increases. Conclusions and Recommendations XYZ Research has compiled five recommendations to increase attendance through subscribership. First, American Stage should encourage non-subscribers to move through the three stages toward subscribership by providing appropriate incentives and reconsider raising the age limit on their Next Wave passes. Secondly, to decrease customer troubles with downtown parking, increasing awareness of special parking arrangements will be necessary. Thirdly, any change in pricing and show selection should be done non-categorically as non-subscribers and current subscribers have different opinions of the affects of these aspects when choosing to return to the theatre. Additionally, advertising channels should be targeted to audiences where they are most effective. Finally, increased donations may be realized by focusing on enjoyable customer experiences while continuing high quality productions. Limitations and Post-Survey Regrets XYZ was able to obtain many thoughtful responses through surveys; however there were many opportunities that were undiscovered. One main consideration was the time constraints. Another issue was that many of the surveys were not complete, or filled out correctly. Lastly, on the first night XYZ was to collect responses another survey team was present collecting data. If given the opportunity to re- administer the surveys, some changes to simplify design would be carried out.

XYZ Research 20xx v | P a g e Table of Contents Introduction Purpose of the Research Request ..................................................................................... 1 Complete Problem Situation ............................................................................................... 1 Measurable Symptoms ....................................................................................................... 1 Unit of Analysis ................................................................................................................... 2 Relevant Variables to the Situation .................................................................................... 2 Specific Research Questions ............................................................................................. 3 Relationship Tested ............................................................................................................ 3 Research Objectives .......................................................................................................... 3 Research Design and Method Types of Research Design ................................................................................................. 4 Justification of Research Design ........................................................................................ 4 Secondary Data .................................................................................................................. 5 Primary Data Collection Procedure .................................................................................... 5 Primary Data Administration Procedure ............................................................................. 5 Sample Population ............................................................................................................. 6 Sampling Units ................................................................................................................... 6 Generation of Sampling List ............................................................................................... 6 Sampling Size ..................................................................................................................... 7 Sampling Plan and Design ................................................................................................. 7 Focus Group Study Demographics of Session Participants ............................................................................... 7 Debriefing Analysis ............................................................................................................. 8 Content Analysis ................................................................................................................. 8 Limitations and Alternate Explanations ............................................................................ 12 Summary of Themes ........................................................................................................ 12 Survey Research Data Analysis and Findings Summary of Statistical Analysis ............................................................................... 14 Conclusions and Recommendations based on Primary Research .................................. 15 Limitations and Post-Survey Regrets .............................................................................. 17 Appendix Focus Group Invitation .................................................................................................. 18A Focus Group Confirmation ............................................................................................ 19A Consent Form ................................................................................................................ 20A Moderator’s Guide ......................................................................................................... 21A Transcript ....................................................................................................................... 23A Focus Group Thank You Letter ..................................................................................... 36A SPSS Printouts of Statistical Analysis ........................................................................... 37A Bibliography ..................................................................................................................... 53 Commented [QS5]: This is good.

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