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Abstract

This article reviews the quantitative research that was conducted from October 3, 2016 to

November 3, 2016 for the Cazenovia College 2017 fashion show that will take place on April 29,

2017. The variables of this study were formed from demographic, dichotomous, and likert scale

questions that were asked in a survey form. The results of this research will be will used to better

plan the fashion show and to gain a higher attendance. To properly and successfully plan the

2017 Cazenovia College fashion show, quantitative research was conducted. This paper explores

the responses that were generated from quantitative research and analysis.

Keywords: Cazenovia College 2017 fashion show, survey, attendance, quantitative

Introduction

Tyne Emery and Katie Gorczynski completed quantitative research for the Cazenovia

College 2017 fashion show in the fall of 2016. The research that was conducted was deductive

research. For this study, the data was conducted through researching scholarly databases used to

depict the important aspects in event planning, such as a fashion show. After assessing the

scholarly research databases, quantitative research questions were formed. These questions were

used to create a survey that was distributed in paper and online forms. The respondents were

asked to answer 35 questions that included demographic, dichotomous, and likert scale

questions. The topics of the questions included past Cazenovia College fashion show

experiences, demographic information, sponsorship, and promotion. The researchers created a

hypothesis. The hypothesis was it is more likely for females between the ages of 18-21 to attend
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the Cazenovia College fashion show. Over 150 responses were collected that made up the sample

for this research. The average length to complete the survey was five to ten minutes. Individuals

from 22 states were represented for the survey. Once the population size that was needed was

completed, the survey was ready to be analyzed. The survey was then exported from

SurveyGizmo to Excel. Once it was exported into excel, it was then exported into SPSS. The

data was coded in SPSS and analyzed. Graphs and frequency tables were created to show the

relationships between the respondents’ answers.

Methodology

For this study, the method of quantitative research was conducted to gain valuable insight

for planning a fashion show. The quantitative data for this study was obtained by conducting a

survey. “In quantitative research, the emphasis is on counting and measuring (Kamil, 2004).”

Quantitative questions will not result in an open ended answers. The quantitative questions that

were asked in the survey were in the form of multiple choice questions. “Quantitative methods

are a good fit for deductive approaches, in which a theory or hypothesis justifies the variables,

the purpose statement, and the direction of the narrowly defined research questions (Borrego,

2009).” Quantitative research should be conducted with large sample sizes. “Data collected,

often through surveys administered to a sample or subset of the entire population, allow the

researcher to generalize or make inferences (Borrego, 2009).” The researchers had the ability to

compare the quantitative answers that were given by the respondents. The research has allowed

the researchers to make the inferences that are needed to help formulate a plan for the fashion

show.

The researchers chose this method because they had to reach a large, diverse population

that could potentially attend the fashion show. Conducting quantitative research is a way to
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obtain information to gain insight for the wants, needs, and interests of the respondents to

improve the fashion show. The researchers were looking to measure the interest of the fashion

show from the respondents. Based on the answers from the respondents, the researchers were

able to discover common responses. Repeated answers gave the researchers a better

understanding about the opinions of the fashion show. The researchers will use this to create a

focused plan for the show. “Conclusions are derived from data collected and measures of

statistical analysis (Borrego, 2009).” The results from the survey will help the researchers make

conclusions and decisions for the planning of the Cazenovia College fashion show in order for it

to be a success.

Results

From the survey, the researchers were able to analyze the information that was collected.

The results were exported into SPSS. Charts and graphs were made to show the relationship

between the respondents’ answers. The researchers created graphs based on the aspects they

found to be most important for planning the Cazenovia College fashion show. These important

aspects are reported in this text.
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This graph represents how the respondents

have heard about the Cazenovia College fashion

show in the past. It is shown that word of mouth was the most

powerful way the fashion show was able to reach the guests from our population. Social media

was also an important source of promotion for the past fashion shows. These results aligned with

the previous research the researchers had gathered (Marcketti, 2009). Word of mouth is the most

effective way for males to hear about events (Koksal, 2014).

If you have attended in the past how did you hear about it? * What's your gender?
Crosstabulation
Count

What's your gender?

Female Male Total

If you have attended in the Word of mouth 38 18 56
past how did you hear about Social Media 22 10 32
it? Mailings 2 1 3

Advertisements 4 4 8

Didn't attend 25 38 63
Total 91 71 162
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This bar chart has three variables which are gender, age, and the likeliness to attend the 2017

Cazenovia College fashion show. This chart shows that the male respondents ages 65+ are

unlikely to attend the upcoming fashion show. Males in the 26-30 age range are less likely to

attend the fashion show as well. Females in the age range of 18-21 are most likely going to

attend the show. This has proven the researchers’ hypothesis is correct.
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Correlations

Iplanonattending
the2017Cazeno
viaCollegefashio
Whatsyourage nshow.

Whatsyourage Pearson Correlation 1 -.229**

Sig. (2-tailed) .003

N 162 162
**
Iplanonattendingthe2017Caz Pearson Correlation -.229 1
enoviaCollegefashionshow. Sig. (2-tailed) .003
N 162 162

**. Correlation is significant at the 0.01 level (2-tailed).
The p value is 0.003. The p value is less than 0.05, so it rejects the null hypothesis and concludes

that the variables are dependent.

H0: Row and column variables are independent.

H1: Row and column variables are dependent.

Statistics

I plan on
attending the
2017 Cazenovia
What's your College fashion
gender? show.

N Valid 162 162

Missing 0 0
Mean 1.44 2.65
Median 1.00 3.00
Mode 1 3
Std. Deviation .498 1.330
Variance .248 1.770

The standard deviation for gender is 0.498. The standard deviation for planning to attend the

fashion show is 1.330.
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This bar chart shows the relationship between annual income and the willingness to donate to the

fashion department for the annual fashion show. This chart shows that the willingness to donate

does not depend on the annual income.
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Correlations

Ifgiventheopport
unityhowmuchw
ouldyoudonateto
Whatisyourannu thefashiondepar
alincome tment

Whatisyourannualincome Pearson Correlation 1 .185*

Sig. (2-tailed) .018

N 162 162
*
Ifgiventheopportunityhowmu Pearson Correlation .185 1
chwouldyoudonatetothefashi Sig. (2-tailed) .018
ondepartment N 162 162

*. Correlation is significant at the 0.05 level (2-tailed).

The p value is 0.018. The p value is less than 0.05, so it rejects the null hypothesis and conclude

that the variables are dependent.

H0: Row and column variables are independent.

H1: Row and column variables are dependent.

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 1.979 1 1.979 5.700 .018b

Residual 55.534 160 .347

Total 57.512 161

a. Dependent Variable: Ifgiventheopportunityhowmuchwouldyoudonatetothefashiondepartment
b. Predictors: (Constant), Whatisyourannualincome

H0: µ1 = µ2 = µ3= µ4 = µ5 … = µn
H1: At least one of the means is different
Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.167 .095 12.303 .000

Whatisyourannualincome .072 .030 .185 2.388 .018

a. Dependent Variable: Ifgiventheopportunityhowmuchwouldyoudonatetothefashiondepartment
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This histogram shows that more female respondents receive $7,001-$14,000 for their annual

income. More male respondents receive $0-$7,000 for their annual income.

The p value is 0.241. The p value is greater than 0.05, so it fails to reject the null hypothesis and

concludes that the variables are independent.

H0: µ1 = µ2

H1: µ1 ≠ µ2
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The respondents of the survey most enjoy the garments that are displayed in the fashion show. 33

of the respondents enjoy the models in the show (Muther, 2011). Females like the garments the

most, and males enjoy the models the most.

What element do you most enjoy about a fashion show? * What's your
gender? Crosstabulation
Count

What's your gender?

Female Male Total

What element do you most Music 9 12 21
enjoy about a fashion show? Garments 74 24 98

Models 5 28 33

Location 3 6 9
Total 91 70 161
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I have an interest in fashion. * What's your gender? Crosstabulation
Count

What's your gender?

Female Male Total

I have an interest in fashion. Strongly Disagree 2 8 10

Disagree 3 11 14

Neutral 23 19 42

Agree 49 22 71

Strongly Agree 14 11 25
Total 91 71 162

More females reported that they were interested in fashion than the male respondents (Law,
2004). This could correlate with the hypothesis that the researchers had.
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Chi-Square Tests

Asymptotic
Significance (2-
Value df sided)
a
Pearson Chi-Square 16.969 4 .002
Likelihood Ratio 17.512 4 .002
Linear-by-Linear Association 10.109 1 .001
N of Valid Cases 162

a. 1 cells (10.0%) have expected count less than 5. The minimum
expected count is 4.38.
Since the p value is 0.002 and is less than 0.05, it rejects the null hypothesis and concludes that

the two variables are dependent.

Discussion

To obtain this quantitative research, the researchers conducted a survey with a random

sample population. A series of survey questions were asked related to the planning of the 44th

annual Cazenovia College fashion show that will take place in 2017. The opinions and responses

of the respondents about the fashion show were analyzed. During the process of this survey, the

researchers discovered many issues with gathering data from SurveyGizmo. There was a lot that

was learned about improvements that could be used in the future for quantitative research.

There were several issues that arose during the time that the survey was active. There

were issues with the questions that were asked and the answers that the researchers provided for

the participants to choose. There were survey questions that did not have a didn’t attend option

that should have. This caused participants to not answer honestly about their experiences or lack

of experiences relating to the fashion show. By not having a didn’t attend option for some of the

questions, the data may have been skewed. There were some participants that skipped the

questions that did not have a didn’t attend option. There was also a question that asked the

individual taking the survey what their annual income is. There was not a $0-$7,000 option for
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the annual income question. This would be an issue for someone who is unemployed. The

researchers noticed this flaw, and they eventually added the option in the survey. There should

have also been an unemployed option that was not added. The last option for the annual income

was $28,000-$98,000. The researchers believed that this option was too large of a range. The

amounts should have been split up. On the survey, the $21,000 amount was repeated twice. The

options should have been $14,000-$21,000 and $21,001-$28,000.

The survey participants were asked what state they reside in. To keep the answers

consistent, the researchers should have had all fifty states as options for the respondents to select

for this question. Due to this issue, the data had to be changed once it was collected. The

researchers changed the data in order for each state to be properly spelled out to keep the data

consistent. There were two open ended questions about the feedback of the survey at the end of

the survey. These questions should have had a yes and no option rather than being open ended.

This would have fit more properly with the type of quantitative research that was being

conducted. There was a question on the survey that asked the amount of money guests of the

fashion show would be willing to donate to the Cazenovia College fashion department for the

fashion show (Rhone, 2009). The first option that the researchers supplied was $0-$10. This

option should have been broken up into two separate options. The options should have been $0

and $1-$10. If these options were given, the researchers would have had a better understanding

of what participants would not be willing to donate. They would have also had a better

understand of who would be willing to give a small amount. This would have been helpful for

when the researchers were analyzing their data that was collected.
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Conclusion

The researchers’ hypothesis was proven to be correct. It is more likely for females

between the ages of 18-21 to attend the Cazenovia College fashion show. They also have a

higher interest in fashion than males. “The important notion is that quantitative research can

answer some questions and not others (Kamil, 2004).” Fortunately, the researchers were able to

answer many of their research questions by conducting this quantitative research. This research

offered information for the researchers to refer back to while making event planning decisions

for the fashion show that will take place on April 29, 2017.

The researchers found it interesting that the female respondents found the garments the

most interesting element of the fashion show, and the male respondents found the models the

most interesting element of the fashion show. These factors should be considered when

promoting and advertising for the Cazenovia College fashion show to have a higher attendance

rate. Another interesting discovery from this research was the willingness to donate to the

fashion department for the fashion show did not depend on annual income. The majority of the

respondents were willing to donate $0-$10 to the fashion department.

The researchers found it interesting that more people have heard of the fashion show by

word of mouth rather than the other forms of advertising. Since social media is such an important

factor in today’s society, it was surprising that 34.57% of the respondents heard of the show

through word of mouth. Social media was just as strong of a form of advertisement though with

19.75%. The research that was gathered from the survey that was conducted as well as the

scholarly database information led to similar results. This information will be helpful when

advertising for the fashion show.
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Conducting the quantitative research gave the researchers valuable insight for planning

the 2017 Cazenovia College fashion show. The research that was gathered before the survey was

conducted had similar results. The researchers gained a better awareness for the effective ways to

promote an event and gain a higher attendance for the show. The respondents’ responses from the

survey will be referred to while planning the event in order to have a better outcome than in the

past. By conducting quantitative research, many conclusions were made by the results that were

gathered by the sample population of the survey.
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References

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Koksal, M. H. (2014). Psychological and behavioural drivers of male fashion leadership. Asia

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