Professional Documents
Culture Documents
MRKT - 3055
Dr. Fruzzetti
By: Juliana Indeglia, Alexa Hill & Michael Maffucci
Table of Contents
Chapter 1:
Introduction
. 2
Nature of
study
2
Research
question/hypothesis
. 2
Variables
. 3
Value of
study
.. 4
Chapter 2: Secondary Data
Research 5
Chapter 3:
Methodology
. 6
Method of
communication
... 6
Sample
size
7
Sampling
method
... 7
Population
definition
.. 7
Copy of
survey
. 8
Justification of
questions
11
Chapter 4: Data
Analysis
19
Frequency distributions (Demographics)
... 19
Chapter 5: Conclusion and
Recommendations.. 27
Resolution of hypothesis..
.. 27
Conclusions
28
Marketing
strategy/recommendations
. 29
Changes
. 31
Bibliography
.. 34
Chapter 1: Introduction
Nature of Study:
Each year, Cumberland, Rhode Islands Diamond Hill Park is host
to one of the states many haunted attractions, Haunted Hill. The
attraction runs from the first weekend of October to the last. While the
last weekend of October marks the current seasons closing of the
attraction, it is also the same time in which the trail is transformed
overnight into a 5K course for Haunted Hills annual Demon Run. The
5K course that is constructed for one day only, incorporates the
haunted trail itself, which paves its way through the Diamond Hill Park
woods. Along with the utilization of the trail, twenty-five physically
Chapter 3: Methodology
Method of Communication:
Due to lack of sufficient time and resources, our primary method
of communication was to administer all 100 surveys through Facebook.
With no specified target market, posting the survey on a general
platform and offering it to anyone was most likely to guarantee
Sample Size:
In accordance with the needs of the client, the sample size for
this study was chosen (by the client) to include no less than 100
persons.
Sampling Method:
We chose to conduct this study using a non-probability sampling
method with a convenience distribution.
Population Definition:
Due to a lack of a known target market, we chose to administer
our survey to the general public using Facebook as our method of
distribution. Using this method, the survey would reach our direct
Facebook friends as well as their Facebook friends who would see our
shared post. The majority of those in our selected population are
located in Rhode Island and Massachusetts. With the Demon Run being
Copy of Survey:
Demon Run
Q1 How old are you?
Under 18
18 - 24
25 - 30
31 - 35
36 - 45
46+
Q2 Gender
Male
Female
None
1
2
3
4+
10
Q4 How likely are you to attend an event with each of the following
people/groups of people?
Family
Close friends
Coworkers
Alone
Very likely
Likely
Unlikely
Very unlikely
Q5 At most, how far are you willing to drive for an event, such as a 5K?
0 - 10 miles
11 - 20 miles
21 - 30 miles
31+ miles
Never
Less than once a month
Once a month
2-3 times a month
Once a week
2-3 times a week
Daily
Yes
No
No, but I would consider it
No, I would not consider it
11
Strongly like
Like
Dislike
Strongly dislike
Q11 If you were participating in a 5K, you would find the following
components extremely important.
Strongly agree
Location
Parking
Food
Beverages
Music
Awards
Overall fun
Agree
Disagree
Strongly
disagree
Very likely
Likely
Unlikely
Very unlikely
Q13 Have you heard of Diamond Hill Park' s Demon Run? If so, how?
Please check all that apply.
Yes; friends/family
Yes; Facebook
Yes; local newspapers
Yes; website
Yes; at the Haunted Hill Halloween attraction
Yes; other
No, I have not heard of the Demon Run
12
Justification of Questions:
Because this study is designed to determine who the true target
market is for the Demon Run and what is important to them when
attending an event, we asked a series of different demographic,
attitudinal and behavioral questions that will provide valuable insights.
1. How old are you?
With determining the Demon Runs target market being one of
our main objectives, asking age is detrimental. Opinions on vast
topics differ between age groups making this an important question
to ask. With each age group you must advertise in varying ways
through different platforms. Based on all survey question responses,
asking age will help us determine whom the Demon Run should be
advertising to. Once we know who their target market is by age, we
can recommend how to reach them.
This question follows a nominal scale format because it is meant
to gather responses that will clearly identify which demographic
category best represents each respondent.
2. Gender
13
14
15
16
17
18
components?
This attitude question provides us with a better understanding of
how our audience feels about the Demon Runs theme, course, and
challenges. Based on the data collected from this question we will
be able to determine if certain aspects of the Demon Run are an
underlying problem that is hindering their business. With that we
can make proper suggestions on what to offer and what to hold
back on.
19
11.
benefits charity?
This ordinal question is asked to determine if charity benefit
influences our audiences decision to participate in a 5K. Currently,
100% of the Demon Runs profit is donated to the Town of
Cumberlands Youth Recreational Sports Program. This has not been
incorporated into any past promotions but if we find that charity
20
21
Answer
1
2
3
4
5
6
Under 18
18 - 24
25 - 30
31 - 35
36 - 45
46+
Total
Response
1
58
8
7
17
18
109
1%
53%
7%
6%
16%
17%
100%
Statistic
Value
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses
1
6
3.32
2.66
1.63
109
22
2. Gender
#
Answer
Response
1
2
Male
Female
Total
18
89
107
17%
83%
100%
Statistic
Value
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses
1
2
1.83
0.14
0.38
107
With the results from this survey, we can say with confidence
that we learned a lot about females and little about males.
3. How many children do you have?
#
Answer
1
2
3
4
5
None
1
2
3
4+
Total
Response
67
8
16
13
4
108
62%
7%
15%
12%
4%
100%
Statistic
Value
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses
1
5
1.88
1.58
1.26
108
23
Question
1
2
Family
Close
friends
Coworker
s
Alone
3
4
Statistic
Min Value
Max Value
Mean
Variance
Standard
Deviation
Total
Responses
Very
likely
Likely
Unlikely
Very
unlikely
Total
Response
s
Mean
78
71
23
34
6
3
1
0
108
108
1.35
1.37
22
44
30
12
108
2.30
19
23
34
31
107
2.72
Family
Close friends
Coworkers
Alone
1
4
1.35
0.40
0.63
1
3
1.37
0.29
0.54
1
4
2.30
0.85
0.92
1
4
2.72
1.15
1.07
108
108
108
107
24
5. At most, how far are you willing to drive for an event, such
as a 5K?
#
Answer
1
2
0 - 10 miles
11 - 20
miles
21 - 30
miles
31+ miles
Total
3
4
Response
35
34
32%
31%
17
16%
22
108
20%
100%
Statistic
Value
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses
1
4
2.24
1.25
1.12
108
Answer
Min Value
Max Value
0.00
100.00
Average
Value
52.15
Standard
Deviation
Responses
28.70
105
25
Questio
n
Total
Response
s
Mean
Very
athletic
: Not at
all
athletic
14
40
19
26
107
3.38
Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses
1
5
3.38
1.45
1.20
107
Answer
1
2
Never
Less than
once a
month
Once a
month
2-3 times a
month
Once a
week
2-3 times a
week
Daily
Total
3
4
5
6
7
Response
45
23
42%
21%
15
14%
11
10%
3%
8%
2
108
2%
100%
26
Statistic
Value
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses
1
7
2.44
2.85
1.69
108
Answer
1
2
3
Yes
No
No, but I
would
consider it
No, I would
not consider
it
Total
Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses
Response
15
47
36
14%
44%
33%
10
9%
108
100%
Value
1
4
2.38
0.71
0.84
108
27
Question
Strongly
like
Like
Dislike
Strongly
dislike
Total
Response
s
Mean
Hallowee
n
themes
Obstacle
courses
Physical
challeng
es
Dressing
in
costume
39
42
11
17
109
2.06
39
56
108
1.80
35
50
18
108
1.94
29
41
22
15
107
2.21
2
3
4
Statistic
Min Value
Max Value
Mean
Variance
Standard
Deviation
Total
Responses
Halloween
themes
Obstacle
courses
Physical
challenges
Dressing in
costume
1
4
2.06
1.09
1.04
1
4
1.80
0.56
0.75
1
4
1.94
0.68
0.82
1
4
2.21
1.00
1.00
109
108
108
107
28
Question
Strongly
agree
Agree
Disagree
Strongly
disagree
Total
Response
s
Mean
1
2
3
4
Location
Parking
Food
Beverag
es
Music
Awards
Overall
fun
60
62
39
55
45
32
55
45
1
9
10
3
1
2
1
1
107
105
105
104
1.47
1.53
1.74
1.52
48
20
79
47
44
27
10
32
0
2
10
1
107
106
107
1.68
2.30
1.28
5
6
7
Statistic
Min
Value
Max
Value
Mean
Variance
Standard
Deviatio
n
Total
Respons
es
Location
Parking
Food
Beverage
s
Music
Awards
Overall
fun
1.47
0.33
0.57
1.53
0.54
0.73
1.74
0.44
0.67
1.52
0.37
0.61
1.68
0.52
0.72
2.30
0.78
0.89
1.28
0.26
0.51
107
105
105
104
107
106
107
(1) Overall fun (2) Location (3) Parking (4) Beverages (5) Music (6) Food
(7)Awards
According to the recorded data, our target finds that it is
extremely important to offer multiple components at a 5K. Overall fun
was found to be most crucial by an overwhelming response. Following,
location and parking are considered relatively equally important by
most. Beverages, music and food also received an agreement among
most of our respondents that these components are at least somewhat
29
important. Awards are the only things that the population did not find
all that important.
12. How likely are you to participate in an event if it benefits
charity?
#
Answer
1
2
3
4
Very likely
Likely
Unlikely
Very unlikely
Total
Response
64
35
8
1
108
59%
32%
7%
1%
100%
Statistic
Value
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses
1
4
1.50
0.46
0.68
108
30
13. Have you heard of Diamond Hill Park' s Demon Run? If so,
how? Please check all that apply.
#
Answer
Yes;
friends/family
Yes; Facebook
Yes; local
newspapers
Yes; website
Yes; at the
Haunted Hill
Halloween
attraction
Yes; other
No I have not
heard of the
Demon Run
2
3
4
5
6
7
Response
21
19
9
4
8%
4%
4
6
4%
6%
2
85
2%
79
Statistic
Value
Min Value
Max Value
Total Responses
1
7
108
not the product itself was an underlying issue as well. After collecting
and analyzing our data, we have come to the resolution that our initial
hypothesis was correct.
The most important piece of data calculated from the survey
showed that 79% of respondents have never heard of the Demon Run.
With that being said, it is evident that lack of promotion has played a
major role in the reoccurring, insignificant turnout for this annual
event. Based on the collected responses, it is clear that the proper
demographic for the Demon Run are females, ages 18 24 with no
children. While this may be the best initial target for the run, it is not
necessarily the only one, for our data indicates that this demographic
enjoys attending events with family. Being that the current target
market for the Demon Run are females with children, it is not
necessarily entirely wrong to promote to them, but can rather be seen
as an extension of their target market. Our results also rank our
respondents feelings towards the events components proving that the
product is liked all around and not an underlying factor contributing to
the issue at hand.
Conclusions:
An events success relies solely on product, price, place and
promotion making it important to analyze all of these aspects when
considering what may be contributing to the Demon Runs lack of
32
prosperity. When examining the data, we found that the only obvious
failure is promotion.
Our survey found that on average, our audience is willing to
spend $52.15, more than twice the cost of entrance at the Demon Run
($25). Being that Diamond Hill Park offers all of the components that
our target finds important (i.e. free parking and location within 20
miles), place also cannot be decided an underlying issue. Most
importantly, we received an overwhelming positive response in regards
to how our audience feels about the components of the event itself
including Halloween themes, obstacle courses and physical challenges.
With these results, all may seem good however, 79% of respondents
have never heard of the Demon Run naming insufficient promotion the
primary contribution for lack of success.
Marketing Strategy/Recommendations:
Based on the data we collected we have come up with a number
of recommendations for the Demon Run. Due to the majority of
respondents and their responses regarding the Demon Run, we found
that their target market should be females, 18 24 with no children.
Additionally, we found that most of these consumers attend events
with family making the family demographic a good extension to the
33
target market. The run offers four different waves that appeal to all
demographics; using this in advertising could prove very beneficial.
As far as product, price and place, our data did not show that
much of a change is necessary; overall, respondents responded
positively to the different components of the Demon Run. The average
price that your audience is willing to spend on a 5K is about $50,
double what the Demon Run charges. This could leave room for a
potential increase in price, however we would not recommend it as an
immediate change. Considering the Demon Run is not yet well
established, raising the price may turn potential customers away,
making it more difficult to expand the events customer base.
Regarding the product itself, we received a favorable response
from the audience. The survey did however gather an overwhelming
positive reaction to the presence of music at the run. We believe that
setting up music will help keep customers engaged and increase their
overall satisfaction. Although food and beverages are already offered
at the Demon Run, our secondary data and survey results show that it
is an important component, indicating that it should receive more
attention in the planning process. Rather than offering just snacks,
there is the potential for teaming up with local businesses (to promote
for each other) and receive food donations.
The location of the event seems to offer everything that our
respondents are looking for including free parking that is not too
34
35
37
was the purpose of this question. Just because one has run in a 5K race
does not mean it is open to assume that they will or are physically able
to do so again.
Asking how far respondents are willing to travel for a 5K is
important to our study, however we wished that we had also included a
question asking them where they are from. Doing this could provide us
with much more insight regarding where would be best for the Demon
Run to focus their advertising efforts.
38
Bibliography:
"All Rhode Island 5Ks." All Rhode Island 5Ks. N.p., n.d. Web.
"F.I.T. 'Rock 5K Trail Run." Eventbrite. N.p., n.d. Web.
"Rhode Island Obstacle Course Event Series - BoldrDash." BoldrDash
Home
"2015 Resolution 5k Beach & Trail Race - South County 4th Season
Race Series." 2015 Resolution 5k Beach & Trail Race - South County
4th Season Race Series. N.p., n.d. Web.
39