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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
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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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XYZ Research 20xx 1 | P a g e Introduction Purpose of the Research Request The American Stage Theatre approached XYZ Research to study ways show attendance can be increased. A study has shown that consumers plan on spending the same amount of money if not more on entertainment related products such as live theatre. According to “Entertainment Trends in America,” current per capita spending on entertainment in the U.S. is $160 per month, which is a sign that Americans are not letting the economic situation get in the way of their entertainment needs (Consumer Affairs 2009). Another research study showed that family units with an average of 2.5 individuals, 1.3 of which being wage earners, are spending as much as $2,698 a year on entertainment (Visual Economics 2009). 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. Previously the theater could accommodate 148 patrons per show, but has increased that number to 182 seats. In 2009, one federal endowment lost 40% of its value while the second stayed roughly the same. County and city government support also declined in the thousands. With these once locked-in funds reduced, the non-profit would like to focus on other revenues that are more certain. This indicates a preference for subscribership over single show purchases. American Stage would like to increase subscribership from approximately 3,200 currently to 3,500 in the next year. This is an increase of over 9% in subscribership. Currently, the statistics provided by American Stage indicate that the average customer is older, with the average age over 50, well educated, income over $100,000 that come predominantly from within Pinellas County and are predominantly female. Such characteristics are common in other theater companies such as the Center Repertory Company which performs in Walnut Creek, California. In 2006, the company saw a drop of 16% of their subscribership. After surveying the cancelled subscribers, the company found that half of the attrition was due to mortality or physical immobility (Nardi 2006). Increased subscribership in younger populations is needed to replace an aging customer base. Complete Problem Situation The combination of increased audience capacity, reduced unearned revenue, and an aging core audience has put American Stage in a unique position. To solve their problem, this study will look at ways the organization can convert one time theatergoers into subscribers. Research has already been conducted regarding the process audiences go through in their transition from light to heavy users. A five year study found that there are three stages that patrons go through. First, they attend a single show presented from the theatre company. Secondly, they attend multiple shows in a single season. Finally, they transition into the subscribership stage (Ryans and Weinburg 1978). These stages provide an outline for the problem situation XYZ Research has identified. They can be incorporated into XYZ’s research to find how one time theatergoers of American Stage can be converted into subscribers. Measurable Symptoms The following measurable symptoms 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. • Attendance: Although attendance has grown since 2003, with average attendance steadily increasing 45%, the company moved into a larger theatre space in May, 2009 increasing their capacity from 148 seats to 182 - a 23% increase in available seating. However, the average attendance for the first four Mainstage productions at the new theatre was only 77%. This includes all show previews, pay what you can, and regular audience shows but does not include student only matinees. With the 2009/2010 season nearly half way over, subscribership has grown 19% but there is room to handle additional capacity. Commented [SQ6]: This section was not properly written with respect to the requirements and comments. Commented [SQ7R6]: Check my detailed explanation on this section in the group project instruction. Commented [SQ8]: Note the difference between your project and sample project. You did not have this section in your project.
XYZ Research 20xx 2 | P a g e • Average demographics do not match demographics form local community: Average demographics of the theater’s patrons are 62% Female, 67% over age fifty, and 59% with income over $100,000. Additionally, most of the attendants come from St. Petersburg, Florida (65%), and the county of Pinellas (80%) with 97% of attendees having some college education or greater. Average demographics for the county follow and are available from the U.S. Census Bureau (2009): • 52% Female • Median Age: 45.2 years • Median Household Income: $45,650 • Some College or greater: 57% The discrepancies in the average demographics for American Stage and the surrounding community indicates there are other target segments that could be reached and that currently the theater company has a limited or narrow target audience. This disparity becomes the basis for our unit of analysis and decision to explore the possibility of identifying additional target segments for the company. • Subscribership: Current revenues from subscribership are twice as much as revenues of single ticket purchases. This is approximately $400,000 per year from subscribers and $200,000 from single ticket purchases. At the same time, subscribers only make up approximately 53% of paying audiences at each of the 5 most recent Mainstage productions. These statistics indicate that although subscribers only represent about half of the audiences, they provide 66% of the income. This illustrates the importance of subscribers as having greater value than single ticket purchasers in addition to being a more certain revenue stream, chances to convert them into heavy donators, and other savings that are typically realized from advertising and acquisition of customer costs. • Budgetary concerns: Although not a direct symptom of attendance, budget slashes have been made for the current season due to an economic downturn and reduced government spending on the arts. American Stage has had to cut educational programs by 40% and reduced pay and hours for at least one of their Director positions. This is a symptom of an overall decrease in unearned income for which the theater company seeks to compensate for through attendance and subscribership. Target Market The specific single ticket purchasers this study focused on are individuals in Pinellas County who are currently between the ages of 30-45. These individuals were born between 1965 and 1980 and are identified commonly as Generation X (Jochim 2006). Additionally, other individuals were surveyed to compare the study population against the current average American Stage patron. Research Objectives 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 are: • To determine why individuals 30-45 do not purchase subscriptions. • To determine the responses of theatergoers that would not normally fill out a survey. • To collect relevant and useful statistics about a younger audience segment. • To collect relevant and useful information regarding substitutions for live performances. Research Design Types of Research Designs XYZ Research used both exploratory research and descriptive research for this project. Exploratory research creates insights that help to describe the problem the researcher is facing and intensifies Commented [SQ9]: Detailed description of target market is needed. Check the group project instruction for some suggestions. Commented [SQ10]: Teams, note the difference between this sample project and your project. You do not need to write research objectives for your project. Commented [SQ11]: Teams, note the difference between this sample project and your project: You did not do the primary research data collection for your project. So you do not need to write your research design for your project.
XYZ Research 20xx 3 | P a g e consumer behavior, attitudes, and motivations that are not easy to otherwise define. The exploratory portion of the research includes secondary data research and a focus group study. Next, the research team distributed questionnaires and analyzed the responses with descriptive research. This involved collecting numeric data that provided answers to who, what, when, where and how questions. 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. This advantage was possible because of the open ended question and answer format. However, the extent to which these attitudes were felt by the majority of American Stage theatergoers was yet to be determined. By conducting descriptive research in the form of questionnaires, XYZ Research gathered numeric data that showed to what extent the qualities discovered in the exploratory research are felt. Primary Data Collection Procedure Focus Group: Primary data collection was conducted with a focus group. This was done to gain insight into qualitative attitudes toward American Stage as felt by patrons who have visited at least one show in the past 2 years. Using live customer data, customers of American Stage were contacted via email. Only customers who provided addresses in Pinellas County, Florida were contacted. First they were asked to complete a general questionnaire to verify they qualified for the focus group, and then invitations were sent to anyone who met the target demographics and to those who had similar demographics so that a comparison could be made between subscribers and nonsubscribers. To further understand the degree to which the perceptions that were uncovered during the focus group are felt, additional data will be collected. Personally Administered Survey: XYZ Research has designed a questionnaire that will be used to identify which perceptions have the greatest affect on attendance and subscribership. The questionnaire went through several drafts with input from the entire team. Next, the questionnaire was tested by a few individuals to verify its relevance and clarity. Once the test has been completed, the questionnaire was further scrutinized by the research team before being administered. The researchers who conducted the interviews also had a managerial understanding of the nature of the study, the time restraints, and the sampling characteristics. Primary Data Administration Procedure Focus Group: The focus group was conducted in a conference room at the client’s facility. There were 11 participants, Brittany Garland moderated, Joseph Papich provided technical support, and Maritza Aladro welcomed participants and helped setup for the event. Before the event, the team members arranged the conference room so that it was conducive to a group conversation. As participants arrived, they were greeted, acclimated to the room, and were provided refreshments. Once the discussion began, the moderator followed the guide which was setup with introductory, transition, critical, and probing questions. However, the moderator followed the conversation closely and used interpersonal communication skills to incorporate other questions as the discussion evolved. 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. Personally Administered Survey: XYZ Research personally administered the questionnaire to American Stage patrons before and after performances. 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 a cabaret. This mixture of shows, dates, and times provided the researchers with a varied sampling of results. Administration of Questionnaires necessitated resources that included writing utensils, multiple copies of the questionnaire, and XYZ Research team members using name tags to identify themselves.
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XYZ Research 20xx 4 | P a g e Respondents were chosen at random as they began entering the theatre area. XYZ Research simply introduced themselves and the nature of this survey, and then asked customers to participate. Once the interviewee completed the survey, they returned it to the interviewer. Sample Population Focus Group: 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. Personally Administered Survey: 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 Focus Group: The 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. They also had to reside in Pinellas County and to have attended a show in the past 12 months. After finding out that there were only 5 participants attending, XYZ Research decided to reconsider the age restrictions and invited participants up to the age of 60 to attend the group. This allowed for comparisons to be made between the responses of the target population and those of individuals more closely matching American Stage’s average demographics. Personally Administered Survey: Sampling units included individuals of any age attending American Stage shows. Individuals who appeared to be age 30-45 were included. In addition, surveys were administered to individuals outside the target audience so comparisons could be made. Generation of Sampling List Focus Group: The sample list 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. Personally Administered Survey: The sampling 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 would be impossible to create a sampling list before the survey. Sampling Size Focus Group: The sample size 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 that responded to the initial screening. Personally Administered Survey: Sample size 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 Focus Group:
XYZ Research 20xx 5 | P a g e For this part of the research, 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. Personally Administered Survey: Due to 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. Focus Group Study Demographics of Session Participants Non-subscribers • Winona, female, has not attended a show in the past 12 months. She is between the ages of 46- 50 and earns $40,001-$50,000. • Yvonne, female, has attended a show in the past 12 months. She is between the ages of 51-60 and earns $100,001 or higher. • Susie, female, has attended a show in the past 12 months. She is between the ages of 40-50 and earns $30,001-$50,000. • Kimberley, female, has attended a show in the past 12 months. She is between the ages of 30-39 and earns $20,000 or below. • Lee, male, has attended a show in the past 12 months. He is between the ages of 40-45 earns $30,001-$50,000. Subscribers • Suzanne, female, has attended a show in the past 12 months. She is between the ages of 51-60 and earns $30,001-$50,000. • Megan, female, has attended a show in the past 12 months. She is between the ages of 30-39 and earns $100,001 or higher. • Ellen, female, has attended a show in the past 12 months. She is between the ages of 51-60 and earns $50,001-$70,000. • Chris, male, has attended a show in the past 12 months. He is between the ages of 40-45 and preferred not to disclose his income. • Maureen, female, has attended a show in the past 12 months. She is between the ages of 51-60 and preferred not to disclose her income. • Karen, female, has attended a show in the past 12 months. She is between the ages of 51-60 and preferred not to disclose her income. Debriefing Analysis Even as early as the first question, it was evident that a varied range of preferences existed. Some participants preferred comedic performances while others liked dramas. Some preferred shows appropriate for their children and grandchildren while others wanted the return of Shakespeare in the Park. The various responses given to this first question indicated that the group’s demographics and psychographics were heterogeneous. Furthermore, the participants were getting comfortable sharing opposing views which were markers for further open discussion on perceptual topics. General consensus indicated overall satisfaction with the quality of the shows, atmosphere, and ease of changing seat selections with the box office. However, there was some nostalgia over lost qualities of the old theatre such as the court yard. Possibly bringing some of the old traditions into the current arena during a special event might create enhanced experiences for long term patrons. Participants had positive views of American Stage’s ability to put on special events indicating some creative thinking to merge the old and the new at a special event might be successful. Some other items of concern that warrant further investigation were downtown parking and food service. The focus group participants were very eager to discuss American Stage advertising campaigns. Their concern here showed hope that the company would continue to serve the community as their enjoyment Commented [SQ12]: Teams, as I mentioned above, you did not do focus group study for your project. So ignore this part of sample paper. You may check the content analysis as a reference for how to write your content analysis for open ended questions on your survey.
XYZ Research 20xx 6 | P a g e is tied to the theatre’s success. This is a connection between American Stage and their stakeholders that includes increasing the exposure of live theatre to children and others who have not had the opportunity to share in such experiences. Advertising channels such as the Saturday Morning Market in downtown St. Petersburg and special arrangements with neighborhood associations were discussed. Subscribership, however, was the intended key discussion topic. Here the moderator probed to uncover obstacles that kept one time customers from committing to a full season of programming. Show selection, substitutions, and prices were identified as the challenging forces. Show selection may be the most difficult. How could American Stage be able to maintain current subscribers while yielding to the preferences of younger audiences who want to see cutting edge productions? Some of the substitutions the group identified were the Straz Center (formerly Tampa Bay Performing Arts Center), Mahaffey Theatre, and Rays baseball. The most profound comment here came in the form that these maybe all interchangeable and that choosing one over the other in a given weekend has to do with the specific show being performed. Finally, the price of subscribership was the main concern for one participant who wanted to share with her children multiple experiences of live theatre, but had to be selective due to financial constraints. Fortunately, the most authentic responses during the focus group came from pricing ideas. These new ideas, not previously considered by the research team, included increasing the age limit on Next Wave passes, providing financing options so that subscription packages do not have to be paid entirely up front, and allowing patrons at Pay What You Can shows to give extra at the end of the event. Content Analysis What kinds of movies, live theatre and other types of performances do you enjoy seeing? All of the focus group members had different tastes. They all agreed that horror was not a favorite genre to see but that the following were: Comedy, Musical, Suspense, Family, Mystery, Science Fiction, Adventure, and Drama. What American Stage shows have you seen and what made you want to see them? When did you see the show? How did you feel about attending the show on the date and time, was it convenient? A Beautiful Life, Fences, Gem in the Ocean, Blithe Spirit, Shakespeare, Hamlet, Uncle Ben’s. Handout provided with shows from the current season. Are you familiar with any of these shows listed and would you pay more to see them? Would you pay more to see any of these shows than the others listed? One member said that they would pay ten dollars more for anything more intimate. Where you can get closer and actually feel as if you are a part of the show. That’s a time where they are happy to have spent the extra money. Other than the genre of the show, what else would keep you from seeing it? There is such a variety of opportunity in the Tampa Bay area, one participant stated, that there is so much competition going on at any particular weekend. Locals were blessed to have such a mixture of options. Two participants said that American Stage is very understanding and kind about switching out tickets. A third participant said there are many choices for plays and shows. Parking was the only thing mentioned that could be a problem and many members spoke up saying that there were many areas to potentially park. 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? Cost and benefits along with saving money is what two participants looked for when making a long term purchasing commitment and the rest agreed. The question of ‘will they want to keep going’ is something they asked themselves before making the decision. From here the comments led into positive features that American Stage offers that has kept them coming back such as flexible seating, comfortable seating, any seat has a great view, locked in seating. In addition, five out of the eleven participants enjoyed the setup, the stage, and the sets. One participant stated that the old theatre was intimate and that they lost a courtyard but gained a mini bar.
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XYZ Research 20xx 7 | P a g e Handout provided with Subscription Packages. How do you feel about the current packages offered here? Do the prices seem manageable? Four out of all participants agreed that the pricing was good. One participant even stated that it was the best deal in town for live theatre and that it is local, in comparison to the Tampa Bay Performing Arts and Ruth Eckerd. Another participant mentioned that they would not pay as much if they went to the movies. A third participant supported that it’s a great value no matter what package you get. 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? Finances kept one participant from purchasing a subscription. For another participant it was availability and not being able to make it to six shows. Selection was a factor for a third participant who stated that they knew some shows were not for them. A fourth participant stated that there is a Five Play package for those subscribers who prefer to just go to the shows that they like and that compared to the other theatre tickets at American Stage are a wonderful bargain. How do you feel about the costs and benefits of these packages compared to other purchasing commitments you’ve made? One participant felt that the packages were great and very affordable. A second participant said that it’s a mental thing when you pay and amount up front instead of paying a little at each event. A third participant said once they paid for a package it felt like a gift that kept on giving all year. There wasn’t any worry of taking out the credit card or searching for cash. Going back to our earlier discussion about the shows you have seen, did your experience make you feel like you would want to come back for another show, why or why not? There was one participant who stated they have never seen a play they did not like. A second participant mentioned a play, called Uncle Ben’s, which involved cooking and participation from the audience. After that play they were hooked and have been a subscriber ever since. A third participant said they only had one bad experience with technical difficulties because of lighting. There was no conciliation for this incident and it was disappointing because it broke up the continuity of the play. How do you feel about the production quality? Excellent, one participant stated that they were blown away from just one show. That it was high quality and you felt like you were in a movie. They were able to see all the special effects and even feel the wind. How do you like the new building, stage and atmosphere? A participant said that the old theatre was charming. Another participant said it was better. Two participants raved about the seating in the new theatre, its comfort, and ability to see wherever you sit and the rest agreed. Three participants showed concern for what was going to be done to the old theatre. Where do you park at before coming to see a show? Do you ever have problems finding places to park? Do you know of locations that you can park for free? A few of the response that were mentioned in regards to parking at American stage theatre consisted of a bank parking lot, street parking, a parking garage next door to the theatre and the movie theatre parking lot. Most participants agreed there is a problem with parking, not only to go to American stage but overall in downtown Saint Petersburg. The issues they felt with parking in different places consisted of price, at ease of where they parked, the time it takes to park and the distance, weather, and the knowledge of it being specified on the American stage website. Six out of eleven participants felt that five dollars was a reasonable amount to pay to park, while the rest would rather drive around a little more to find a spot for free and would not mind a little more distance of a walk. One participant mentioned that side street parking around the area is usually a 2-hour limit,
XYZ Research 20xx 8 | P a g e which then involves a ticket once time has expired. Being comfortable where to park is important for most of the group too. All eleven participants did not want to risk their car getting towed by parking in a lot around the theatre area. The group members did agree on the fact of wanting to feel comfortable for their own safety wherever they did end up parking. Another thing they were concerned about parking is the weather. If they had to park a couple of blocks away they did not want to be caught in the rain, walking to or from the theatre. The surprising issue of the parking situation was the fact that when someone mentioned if they had directions of where to park on American Stages website, six out of eleven participants knew about this. The remaining five participants that did not know about it were concerned with specification of the location and where to park better. Participants did not feel it was clearly stated where to park. Suggestion of a better map was mentioned and also which two garages around the area that American stage was referring to. One other suggestion that was mentioned about parking was possibly the option to have valet parking. How did you feel about the beverages and food choices in the lobby? Do you feel the prices are reasonable? Nine out of eleven participants could agree upon the lack of food and beverage options offered in the lobby. Another factor was the time constraints of getting their food or beverage. Price was also included in the discussion. There were suggestions for something more substantial than the already offered peanuts and candy bars. Suggestions of pre-made sandwiches were acknowledged. The participants felt that the choices offered now were extremely limited. Four of the eleven participants do not have time to eat dinner till after the show therefore they would like something more to hold them over for a couple of hours. The next issue with the food and beverage lobby was the time to get something to eat or drink during intermission and then have to get rid of it right away because the show was resuming. If they happen to be in the back of the line by the time they get their drink or food they have to ‘chug it down or toss it’. They would like to see a better structure to dispersing food and beverage. When the price of the food was mentioned however the participants did not have too much of a problem with it because they expect prices to be raised to a certain extent, much like any other entertainment event like a baseball game or the movie theatre. What have you done before and after shows, such as other activities you are involved in or night-on-the- town rituals? The majority of participants agreed they went out to dinner before attending the shows and would even go out for cocktails afterwards. They chose to go to restaurants that are nearby to American Stage such as Greek, Thai, and sushi restaurants. One participant even stopped by locations near the old theatre stating that there is a fancier selection of foods. How do you feel about packages with restaurants attached to them? Like dinner and a show. Would you be interested in that? Are there any restaurants that you go to in particular? One participant stated that if it saved time and money, it would be good investment. Another participant said it was important to offer variety of places to eat if they were to offer a restaurant deal in the package. A third participant mentioned an express option where you can get your meals quickly at member restaurants so that you would be able to eat quickly before a show. A fourth participant noted that even if it was ‘select item menu’ at member restaurants they would not mind as long as you can eat and make it to your show on time. Have you visited the website? Does it look appealing? How does it compare to other websites you visit? Do you find the information you are looking for? Would you buy tickets on this website, why or why not? About half the participants have visited the website. One of the participants brought up that the website is where you purchase tickets. This participant also stated that the website is fairly easy to use in comparison to other sites. A handful of the participants have used the website to purchase tickets. One participant opted to receiving their tickets by mail. Another participant had the flex pass and mentioned how they could call up and reserve seats. This led to the comment that it would be a nice feature to offer the option of choosing seating on the website.
XYZ Research 20xx 9 | P a g e In regards to the website appeal, one participant found it is nice but only uses it to find the show schedule. While another noted that they like that a website has a good design, is user friendly, and has good organization such as having links on the top and left side of a webpage. This participant felt that the basics of the theatre were hard to find and that it was too confusing and cluttered with all the images on the front page. One participant asked where on the website it talked about parking. This led to a suggestion that the website should be more specific as to where parking is and even offer a mini map of the surrounding area so theatergoers could easily plan their parking and travel route better; especially for rainy days and for people attending from surrounding cities who might not know the area as well as the local community. Through what modes of communication do you like to receive information about products and services? This was mixed; some participants liked e-mail while others liked regular mail. One participant felt it would be awkward to receive communication through text messages. One participant felt that a once a month newsletter was plenty of communication while another felt that once a week to give a weekend preview was appropriate. No one mentioned liking more frequent communication than once a week or monthly. How do you feel about the use of the internet for advertising? How do you feel about internet pop-up’s and banner ads? Do you click on it? Does it catch your eye? Three participants felt very strong on the idea of using the internet for advertising. One participant even stated that you have to use it. When asked how they felt about pop-up’s and banner ads five participants agreed that they can be annoying especially when you try to click out of them and they do not disappear. While they did state that if there were offers that went in conjunction with things they enjoyed, such as American Stage, and it gave a preview for upcoming events that they would not mind it but some intrusive ads were pushy and annoying. How do you feel about ‘friending’ companies on social networking sites such as Facebook, MySpace, and Twitter? How do you feel about receiving special offers via social networking sites, email, or text message? Half the participants were on social networking sites and half were not. One participant said she was choosing to use email more but that her husband was using Facebook and that she could understand that it is important now especially for younger generations who are born into social networking. That it was a good way to communicate theatre news to the younger crowd who is growing up and getting more into live theatre. One participant asked if American Stage had a fan page. Most did not know that they did. Five out of the eleven participants were alright with ‘friending’ while one participant preferred to only be a fan. Participants were comfortable with getting special offers. Only one participant wanted a option to cancel offers if they were excessive. Participants were comfortable going to pages of companies they were friends with to see special promotions and printable coupons. Where else do you go to learn about upcoming entertainment besides the internet? Do you check the weekend section of the newspaper or the TBT? This is one area that most if not all the participants agreed that the newspaper was where they went to find out about upcoming events. They also checked the weekend section and the TBT. One participant stated that the “What to do in the Burg’ was a great feature that had everything you needed in one place, was edited well, and did not overload you with useless information. 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? One participant said that good programming is important and that the prices were reasonable. That was an important factor. Another participant mentioned that they are glad American Stage continued to be flexible even after moving to their new location. Especially after having a family they felt that when American Stage gave the option to switch out tickets at the last minute it gave them ability to continue to keep their membership because they knew it could work around a family schedule. If they discontinued being so flexible it would be harder to continue a membership.
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XYZ Research 20xx 10 | P a g e Do you have any suggestions for advertising subscriptions? The participants were open to suggestions and the Saturday Morning Market got a great feedback. One participant said they should set up a booth. Another participant said they could have a mini production during intermission. That it would be a great way to introduce live theatre to those that do not know about it or those that might be skeptical about attending. Reaching the younger generation was also mentioned here. In addition, neighborhood associations were mentioned as a good way to get the word out because they have affordable advertising. Limitations and Alternative Explanations The original target demographics for the focus group was aimed toward non-subscribers between the ages of 30-45 with individual incomes of less than $100,000 annually. The qualifying responses were low, yielding only four participants meeting the defined criteria. Additionally, some of the participants did not include their annual income, which meant there was a possibility they met the criteria but preferred not to disclose. To increase participation within the timeframe allotted, XYZ Research broadened the age range, removed the income cap, and included subscribers. This alteration actually benefited the study as it provided responses from different target segments allowing for comparisons between the participants’ comments. At the focus group there were five non-subscribers and six subscribers. There were two participants in the original targeted age group while nine others were in the extended age group. Although there was limited representation of the original target segment, the heterogeneous group provided varied opinions that would have otherwise not been included. Possibly affecting the ability to get a larger representation of the original target segment was that many of the customers did not provide their e-mail addresses which were needed for invitation to the event. Many possible participants might have been missed because they didn’t provide this information when purchasing their single show tickets. Also, many people may not have responded to the e-mails due to spam blockers or because of the time restraint. Those who did have subscriptions said that they felt it was a fair price considering the quality they were getting from the shows. However, price was also a significantly discussed topic yielding many suggestions on how to make the experience more affordable. These appear to be in conflict with each other. Possibly participants were unwilling to speak negatively when asked if prices for shows and subscribership were reasonable. 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. These were the most important themes discussed that will help XYZ Research reach the objectives of the project and also help with the solution of the problem for American Stage. Subscription Packages and Contents 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. In this part of the group conversation participants expressed their feelings on topics such as, shows offered with the subscription package, genre of show, quality of the shows, availability and flexibility, price for package and single show, and some recommendations for better or more appealing packages. There were some positive and negative comments about the shows American Stage offers and the shows on the subscription package. The main factor that influenced the participants’ point of views was the genre of the show; in other words, what kind of plays or theatrical pieces they like. The participants all had different genres they leaned towards; therefore different people had different opinions, both negatively and positively, about different shows. One of the main benefits subscribers saw was the cost savings of the subscription package. Four participants shared that opinion about the price and the other subscribers seemed to agree, they described it as the “best deal in town”. Two other participants in the whole group said that they purchased the subscription package to support American Stage, therefore these were loyal customers. Three participants out of the eleven, who work, go to school, or have kids, said that finances and availability were issues when it came down to buying subscription packages. Some
XYZ Research 20xx 11 | P a g e recommendations to have more appealing packages were to partner with some restaurants around the area, in order to get dinner or drinks before and after the show. Facility Accommodations and Surrounding Area Facility accommodations and surrounding area was another theme that took a great part of the discussion. The main topics discussed were, the new location of the theater, stage size, seating and room on theater, food and beverages offered, and parking. Even though there was some feeling of nostalgia towards the old theater, all the participants agreed that the new theater was great. They saw great benefits, for example the stage set up is better and bigger, the seats are set up in a good strategic way so that everyone can see. The seats are very comfortable, and the theater facility overall is very accommodating. There was one negative comment from a participant, however, in that there were some technical difficulties that occurred several times throughout one of their shows, and American Stage did not offer any compensation for it. Food and beverages was another topic of concern because of the lack of choices and the high prices. Even though they agreed that they expected high prices, they would like to have more choices of food. Six out of the eleven participants shared their views about this overpriced and narrow selection of food and beverages. Parking was the biggest problem in this part of the discussion. The biggest negative came from people that were not familiar with the area. One participant said that it would be great if they had some specific information on the website, or a map of the area showing where it would be ideal to park. Six out of the eleven participants agreed that they park on the street, where it is free, and one suggested to park in the Baywalk parking garage, where is only one dollar for every hour. One participant suggested having a valet parking service, and the other group participants thought it could be a good idea. Advertising 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. The primary channels of communication that participants are most familiar with are direct mail, e-mail, and newspaper. One participant receives the subscription packages and other information by mail, while most the remaining subscribers receive their confirmations of purchase through e-mail. One critical point that a participant made was that people only like to receive these offers or advertisements once or perhaps twice a month. If done more than twice it just become annoying for the consumer. The use of the internet as advertising was perceived very positively, as long as they are non-intrusive. One participant said that strategically placed creative ads will make a good image for American Stage, and would catch a lot of attention. Six people out of the whole group said that they would be willing to accept American Stage as friends on social networking sites and would not mind messages or personal advertising once a month. Survey Research Data Analysis and Findings Key Variables and Constructs Hypotheses to Be Tested H 1 : The number of performances attended positively affects the likelihood of subscribership. H 2 : The number of shows seen influences the familiarity with subscribership packages. H 3 : The perception of quality impacts the likelihood of making additional donations in a positive way. Summary of Statistical Analysis Commented [SQ13]: List all key variables and constructs based on the survey questionnaire. Commented [SQ14]: Follow this format to write alternative hypotheses.
XYZ Research 20xx 12 | P a g e Based on the responses to the questionnaires, research questions, and relationship testing data was analyzed using the SPSS program. The following are the most profound and significant relationships discovered by XYZ Research. Descriptive Statistics • Who are the one time theatergoers? From the findings, XYZ Research found that the main characteristics of one time theatergoers are Caucasian females from Pinellas County and earn above $100,000 annually. Additionally, these patrons are typically over the age of 60 and the majority of these individuals have at least a college degree. This data is consistent with previous surveys conducted by American Stage to determine the average theatergoer. However, there were still a significant number of one time theatergoers who fell into the category of study for ages 30-45. This was discovered using a Cross Tabulation test. • How do single ticket purchasers perceive American Stage’s subscription packages? XYZ Research found that the main factors that would encourage single ticket purchasers to subscribe are adding special parking for subscribers, having special discounts for additional age groups, lower prices, and better show selection. All of these aspects were rated highly compared to other variables that were presented in the questionnaire. This test was run by using an analysis of variance. • Who are the theatergoers that attend multiple shows in one season without purchasing a subscription? Based on the findings, non-subscribers that attend multiple shows tend to be Caucasian, earn above $100,000 annually, live in Pinellas County, and are over age 60. These characteristics are similar to the average demographic of American Stage patrons. However, these non-subscribers are likely to be male and have a Master’s or Advanced Degree. This was discovered using a Cross Tabulation test. • What demographic differences exist between subscribers and non-subscribers? Current subscribers are more likely to be older than non-subscribers. As the patrons increase in age, the gaps between subscribership and non-subscribership begin to close. At the age category of 51-60, there tends to be more subscribers than non-subscribers. However, of those who were surveyed, there were no subscribers under age 40. The age characteristic was the only significant difference in demographics in the study. This relationship was uncovered using a Cross Tabulation test with descriptive statistic and Chi-square test. • How do substitutions influence subscribership? Respondents were presented with a list of other performance venues and asked which ones they attended. XYZ Research discovered that there are many other venues that both subscribers and non-subscribers attend. For Straz Theatre, both subscribers and non-subscribers attended equally. However, non-subscribers attended other venues more regularly than subscribers. The venue for which this was most apparent was Jannus Landing. A larger proportion of non- subscribers attend this venue that subscribers. Individuals that attend Jannus Landing are less likely to be subscribers. This was discovered using a Cross Tabulation test. • Through which channels are customers obtaining knowledge about American Stage’s shows and events? Respondents were presented with a list of advertising media from which they obtained their information when planning events. Their responses indicated that the website is a significant source of information for those under age 61.Surprisingly, the age group that utilized websites for information most often were those ages 51-60. These individuals utilized the web for planning events more than the target population. The following channels also proved to be significant sources of information: Creative Loafing for ages 30-39, Co-Workers for ages 30-45, Facebook
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XYZ Research 20xx 13 | P a g e for ages 19-29, and MySpace and text messaging for individuals ages 18 and under. This was discovered using a Cross Tabulation test with Chi-square statistics. • How do customers perceive the quality of productions? The respondents were questioned how they felt about the quality of performances. There were 130 responses with an average of 5.58 on a scale from 1 to 6. The respondents were asked if they agreed with the statement that ‘performances are of high quality’. 85 out of 130 definitely agreed with this statement by scoring it a perfect six. Only four respondents gave this aspect a response less than ‘Generally Agree’. This indicates that respondents generally agree that performances are of high quality. This was discovered using a frequency test. • Which genres are most preferred by theatergoers? The most preferred genre of shows as reported by survey respondents were comedy, drama, musicals, mysteries, and suspense. The least preferred genres are horror, metaphysical, science fictions, readings. This was discovered using a frequency test. Hypotheses Test Results • As number of performances attended increases, likelihood to subscribe increases. Respondents who saw more than five shows a season were much more likely to be subscribers than those who saw less than four shows. However, for individuals who saw between one and four shows in a season, there was no difference for the percentage of subscribership. This was tested using a cross tabulation with descriptive and Chi-square analysis. Therefore, H 1 is supported in this study. • As number of shows seen increases, the familiarity with subscribership packages increases. As individuals attend more shows, they become more familiar with subscriber packages. Non- subscribers who attend five or more shows are fairly familiar with subscribership packages. Also, non-subscribers who attend 3 to 4 shows are more familiar with subscribership packages than those who saw only 1 to 2 shows. In order to test these relationships, a one-way ANOVA was used and showed great significance between the groups. Therefore, H 2 is supported in this study. • As overall experience increases or quality of shows increases, the likelihood of making additional donations increases. Patrons were asked to rank the quality of performances as well as their overall experience at American Stage. Individuals who ranked these aspects highly, also indicated that they would be more likely to make an additional donation after seeing a performance they enjoyed. This indicates a positive relationship between overall experience and quality with the likelihood of making additional donations. This relationship was testing using a linear regression model. Therefore, H 3 is supported in this study. Conclusions and Recommendations When American Stage approached XYZ Research, the client made it clear that they are unique and have a niche product. Their theatre has a strong brand identity that they embrace proudly. By defining who they are through the shows they perform, American Stage separates itself from other live performance venue in the Tampa Bay area. Through data collected from the focus group and surveys, XYZ is able to make the following conclusions and recommendations for American Stage while considering American Stage’s identity in the live performance entertainment industry. Recommendation 1: Moving Toward Subscribership in Three Stages and Next Wave Age Limit This study continued previous research conducted by Ryans and Weinburg in 1978. Their findings regarding the progression from individual ticket purchases to subscribership identified three distinct stages. First, individuals attend a single show presented by a theatre company. Secondly, the individual Commented [SQ15]: Be sure to show the specific statistical analysis performed to analyze each hypotheses, along with the relevant statistics such as p value (or Sig. value), frequency count or mean value, and so on.
XYZ Research 20xx 14 | P a g e attends multiple shows in a single season. Finally, they transition into the subscribership stage. The study found that these stages are structured in such a way that individuals rarely skip from the first stage directly to the last. The findings by Ryans and Weinburg are augmented by XYZ’s discovery that individuals also become more familiar with subscription packages as they attend more shows. However, currently the client utilizes a technique which attempts to encourage subscribership for single show patrons. The current promotion is for single show attendees to receive a discount on a full subscribership package after enjoying a performance. Incorporating the findings of Ryans and Weinburg with XYZ’s research, it is suggested that American Stage promote single show attendees to come back a second time within the season before attempting to promote subscribership. By simply encouraging single show purchasers to come back a second time within a season, this progresses the individual into stage two. Then, by an increase in regular attendance they become more familiar with subscribership options and finally are more likely to become subscribers. In addition, American Stage encourages subscribership through a Next Wave pass which focuses on giving discounts to individuals under the age of 30. However, there is still a gap in the tendency to subscribe up to the age of 40. The combination of viewing the next wave of subscribers as adults up to the age of 40 while focusing on the transition of these individuals through the three stage process modifies current promotional techniques used by American Stage. Recommendation 2: Increasing Awareness of Parking American Stage currently makes special arrangements to provide discounted and free parking to show attendees. In addition, the website provides details on how to locate these benefits. Even though such a service is valuable, many theatergoers are unaware of the program. American Stage should reevaluate their communication style for convenience parking. This may include improving the parking information on their website and effectively communicating the parking situation in other ways to increase patron satisfaction. Admittedly, parking in downtown St. Petersburg can cause much anxiety for visitors unaware of the best places to leave their vehicles. Making it easier for patrons to attend a show may increase their overall enjoyment, perception of quality, and increase return visits. Recommendation 3: Price and Show Selection Lower prices and a different menu of show choices were changes that individuals who saw 1 to 2 shows requested in order to increase the chance of their subscribership. Before American Stage considers making these changes, it should be noted that current subscribers do not necessarily agree with the need to change either of these areas. Changing these aspects was not significant to current subscribers to increase the overall enjoyment of their subscription. If American Stage makes categorical changes to satisfy the desires of non-subscribers, they may do this at the expense of their current subscribers. Lowering the price for those who are already paying more may have no affect on current subscribers while decreasing revenues from this segment. Also, changing the current mix of show offerings may have no affect on current subscribers or may decrease interest. Recommendation 4: Advertising This study found that advertising may be most effective if directed toward specific targets. Jannus Landing is a preferred venue for non-subscribers rather than subscribers. Advertising efforts directed toward patrons of Jannus Landing should be geared to the wants and desires of non-subscribers. As Jannus Landing is also a live performance location, American Stage may find ways to partner with this establishment and share customers. American stage should consider gearing website advertisements to individuals ages 51-60. Reaching customers ages 30-45 may be best achieved by increasing word of mouth in community business establishments. Finally, they may also consider gearing Creative Loafing advertisements to those ages 30-39, Facebook advertisements to individuals 19-29, and MySpace advertisements to individuals 18 and under. Recommendation 5: An Enjoyable Experience Increases Donations ‘An enjoyable experience increases donations’ may sound like an obvious statement, but this analysis proves that it goes deeper than that. American Stage’s focus on building a strong brand image while bringing quality shows and actors to life in St. Petersburg goes a long way toward bringing customers back. Augmenting their brand with additional services that increase the customer experience may also increase the likelihood of donations. By following the recommendations within this report that improve
XYZ Research 20xx 15 | P a g e customer enjoyment while maintaining a high perception of quality, American Stage should continue to grow and obtain more loyal customers interested in making additional donations. 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 constraint; XYZ was only able to survey theatergoers at six performances. The shows were Driving Miss Daisy (3 performances), Reefer Madness (2 performances), and a cabaret (1 performance). There were multiple shows which may have attracted more individuals from the target age group, but they were not surveyed due to time limitations. If given the opportunity, the surveys should be repeated at performances perceived to attract younger audiences. Survey length was also a factor because it could take as much as 20 minutes to complete. Many theatergoers were coming from work or had other places to go so they may have been unwilling to spend the time to fully complete the complex questionnaires. Incomplete and incorrectly marked surveys accounted for 37 out of the 148 responses. These had to be reviewed with special consideration and assumptions were made in order for the data to be useable. The questions that were unanswered left unusable data which may have affected the outcome. Lastly, on the first night XYZ was to collect responses another research team was also administering questionnaires at the theatre. This made it difficult because many theatergoers believed they had already given their responses to XYZ’s survey. This situation caused the greatest number of incomplete questionnaires. Additionally, the participants may have moved quickly through the questionnaire and skewed answers. Each of these limitations could have been controlled and minimized. If given the opportunity to re- administer the surveys, some changes to simplify design would be carried out. Additionally, if time permitted, the surveys would be conducted at additional shows to achieve a significant level of responses specifically in the target segment.
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XYZ Research 20xx 18 A | P a g e References Consumer Affairs (2009). “Consumers to Spend Same or More on Entertainment in 2009,” (accessed February 2, 2010), [available at http://www.consumeraffairs.com/news04/2009/04/ entertainment_spending.html] Divett, Megan, Nadia Crittenden, and Ron Henderson (2003), “Actively Influencing Consumer Marketing,” The Journal of Consumer Marketing, 20 (2/3), 109-27. Information Please, “Median Income of Households by Selected Characteristics, 2006,” (accessed February 7, 2010), [available at http://www.infoplease.com]. Jochim, J. (2006), “Generation X defies definition,” (accessed February 4, 2010), [available at http://www.jour.unr.edu/outpost/specials/genx.overvw1.html] Nardi, Elisabeth (2006), “Old age is hard on theater company: WALNUT CREEK: Center Rep finds that drop in subscriptions is partly due the demise of aging theatergoers,” Knight Ridder Tribune Business News, (December 2nd), 1. PA Consulting Group (2007), “Movie Attendance Linked to Theater Experience, Increased Competition for Consumer Time, According to PA Consulting Group Survey; Results Questions Need for Hollywood, Theater Operators to Rethink Current Economic Models,” PR Newswire, January 4, 2007. Ryans, Adrian B. and Charles Weinburg (1978), “Consumer Dynamics in Nonprofit Organizations,” Journal of Consumer Research, 5 (2), 89. U.S. Census Bureau (2009), “2006-2008 American Community Survey 3-Year Estimates,” (accessed February 4, 2010), [available at http://factfinder.census.gov]. Visual Economics (2010), “How the Average U.S. Consumer Spends Their Paycheck,” (accessed February 4, 2010), [available at http://www.visualeconomics.com/how-the-average-us-consumer-spends- their-paycheck.html] Commented [SQ16]: Note proper APA reference format. Commented [SQ17R16]: Every reference listed here should have a corresponding APA citation in the text. Commented [SQ18R16]: At least 10 references are required for this project.
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