Market Research: CYBF

April 2007

Data Analysis
What respondents from questionnaire want to do after graduation (%) (Question 4): Business Pursue further education Get a job 44 Take time off Become selfemployed Total 20 62 56 70 44 Small Business 60 Culinary Management 38 Graphic Design 33 Other 33

11

n/a

n/a

n/a

07

11

40

n/a

33

03

110

120

100

122

113

In percent of total program this shows what the respondents plan to do after they graduate, in relation to what program they are in. Forty percent of Small Business students plan to become self-employed upon graduation, as do 33 percent of Graphics Students. Respondents were free to choose more then one answer.

11% 3% 38%

Further Education Get a job Time off

48%

Self Employed

Researchers: Melissa-Joan Boyer, Daryn Britt, Stephanie Clark, Kyle VanRavenswaay, and Jennifer Pitoscia 9

Market Research: CYBF

April 2007

This is a breakdown of the plans of respondents upon graduating College. As you can see, 11% of respondents are planning on becoming self-employed. Respondents who have considered becoming self-employed (Question 7): Percentage of respondents that were asked to select all that apply. Business 89 Culinary Management 76 Graphic Design 78 Small Business 100 Other 48 Total 67

120 100 80 60 40 20 0 Other Graphic Small Business Design Culinary Management Plan to become SelfEmployed Have considered becoming SelfEmployed

Business

Researchers: Melissa-Joan Boyer, Daryn Britt, Stephanie Clark, Kyle VanRavenswaay, and Jennifer Pitoscia 10

Market Research: CYBF

April 2007

This bar graph shows the amount of respondents in each program either planning on being self –employed or considering becoming self employed in %. This graph shows the huge differences between respondents that have considered becoming self-employed, versus those that actually plan to become self-employed. Small Business (40%) and Graphic Design (33%) students express more interest in plans for self-employment than do the students is business and other program. Students of Culinary Management express no interest in planning to become self-employed. Response to why you would want to become self-employed. (Question 7): Business Greater financial gain Being your own boss Freedom Other AVERAGE 3 5 4 3 Being your own boss Small Business 1 5 2 1 Being your own boss Culinary Management 3 6 7 3 Freedom Graphic Design 3 5 5 1 Freedom Other 6 8 8 2 Freedom

This chart shows the reasons that respondents give for wanting to be self employed, broken down by program. The average answer given was Freedom.
8 7 6 5 4 3 2 1 0 Business Small Business Culinary Graphic Design Management Other Finical Gain Being your own boss Freedom Other

The graph shows the reasons that the respondents give for wanting to be self-employed, Freedom and Being your own boss is most frequent Researchers: Melissa-Joan Boyer, Daryn Britt, Stephanie Clark, Kyle VanRavenswaay, and Jennifer Pitoscia 11

Market Research: CYBF

April 2007

Where the respondents seek information about self-employment (Question 9): School Newspaper School Web site Posters and job boards Internet search Other # of respondents 4 9 22 35 22

Of those who responded to question 9 this shows that the most popular place to get information among the respondents is the Internet; this is also the average response, followed by posters and job boards, and other. The places listed for other in order of popularity are: 1. Peers 2. Teachers 3. The Nugget 4. In class presentations 5. Advertisements 6. Public Resources

Other Internet search Posters and job boards School web site School Newspaper 0 10 20 30 40 # of respondents

This graph shows the amount of respondents and their place of choice to seek career information. With this graph it is easier to see how many more of our respondents prefer the Internet for finding information about career opportunities.

Researchers: Melissa-Joan Boyer, Daryn Britt, Stephanie Clark, Kyle VanRavenswaay, and Jennifer Pitoscia 12

Market Research: CYBF

April 2007

Where respondents heard of assistance programs designed to help youth start their own business (Question 11): Class presentation Internet Radio Other Total # of respondents 19 11 2 11 43

Most of the respondents that have heard of programs that support youths trying to start own business got their information from a class presentation. Nonetheless the average answer was Internet. The responses to other were the same as for where respondents look to get information on career opportunities.

Other Radio # or respondents Internet Class Presentation 0 5 10 15 20

This graph makes it easy to see the amount of respondents that suggested that Class presentation was where they are getting their information about programs that support youth trying to start a business. Percent of respondents that have heard of support programs, and have considered becoming self-employed (Questions 11 & 7): Have considered being self-employed Have not considered being self-employed Total % of respondents 62 40 102

Respondents were allowed to show more than one option. This chart shows that 62% of respondents that have considered becoming self-employed have heard of a program that helps youth start their own business. Only 40% of respondents that have not considered Researchers: Melissa-Joan Boyer, Daryn Britt, Stephanie Clark, Kyle VanRavenswaay, and Jennifer Pitoscia 13

Market Research: CYBF

April 2007

becoming self-employed have heard of programs to support youths starting their own business. Respondent’s radio stations habits (Questions 12a & 12b): Radio Station The Fox EZ Rock CKAT Country The Moose Total # of respondents 20 11 0 32 63 % Of respondents 32 17 0 51 100

The radio station most often listened to by respondents is The Moose; 51% of respondents ranked it their favorite station, followed by 32% ranking The Fox their favorite station.

The Fox 32% 51% EZ Rock CKAT Country 0% 17% The Moose

This graph visual represents the overwhelming preference of respondents for The Moose over all other radio stations in the area, other that this would be the best radio station to contact the respondents. How Often Daily several x a week Never Other Total # of respondents 30 12 12 9 63 % of respondents 48 19 19 14 100

Researchers: Melissa-Joan Boyer, Daryn Britt, Stephanie Clark, Kyle VanRavenswaay, and Jennifer Pitoscia 14

Market Research: CYBF

April 2007

This chart shows how often the respondents are listening to the radio, in percentage. It clearly shows that 48% of our respondents listen to the radio every day.

14% Daily 7x a week Never Other

19%

48%

19%

This graph clearly shows that just under half of our respondents listen to the radio every day. Also it shows that only 19% of our respondents never listen to the radio.

How often respondents take the bus (Question 13): How often on the Bus 1-3x day 1-3x week 1-3x month Never Total # of respondents 29 14 6 14 63 % of respondents 46 22 10 22 100

This shows that 46 % of respondents take the bus every day and only 22% never take the bus. With the majority of respondents on the bus, this would be a good place to communicate to them.

Researchers: Melissa-Joan Boyer, Daryn Britt, Stephanie Clark, Kyle VanRavenswaay, and Jennifer Pitoscia 15

Market Research: CYBF

April 2007

22% 1-3x day 46% 10% 1-3x week 1-3x month Never 22%

This graph visually displays the % of respondents who take the bus. It shows that 46% of respondents take the bus every day.Only 22% never take the bus. Percent of respondents that have considered self-employment and listen to the radio (Questions 7&12b): How often listen to radio Daily Several x week Never Other Total # of respondents 16 8 10 8 42 % of respondents 38 19 24 19 100

This cross-tabulation that 38% of the respondents that have considered becoming selfemployed also listen to the radio. This is less than the overall group of respondents, of whom 48% listen to the radio. 24% of respondents that have considered becoming selfemployed do not listen to the radio.

Researchers: Melissa-Joan Boyer, Daryn Britt, Stephanie Clark, Kyle VanRavenswaay, and Jennifer Pitoscia 16

Market Research: CYBF

April 2007

19% 38% Daily 7x week Never Other 19%

24%

This graph visually shows that 38% of respondents that have considered becoming selfemployed listen to the radio daily. Compared to the 48% of total respondents who listen to the radio a smaller percentage of those who have considered self-employment listen to the radio. However, more than 1 third of those who have considered self-employment do listen to the radio, confirming the radio is a reliable choice for advertising to CYBF’s target market. Respondents who plan to start there own business and radio habits (Question 4 & 12a & 12 b): How often listen to radio Daily Several x week Never Other Total # of respondents 11 2 1 0 14 % of respondents 79 14 07 0 100

This cross-tabulation chart shows the relation between the respondents that plan to start their own business, and how often they listen to the radio. It shows that 79 % of respondents that plan to open their own business listen to the radio every day.

Researchers: Melissa-Joan Boyer, Daryn Britt, Stephanie Clark, Kyle VanRavenswaay, and Jennifer Pitoscia 17

Market Research: CYBF

April 2007

7% 14%

0% Daily 7x week Never Other 79%

This graph shows the 79% of respondents that plan to open their own business also listen to the radio daily. This confirms the potential for radio to reach these who plan to start there own business. Respondent that has considered becoming self-employed and there bus use ( Question 7 and 13): How often on bus 1-3 x day 1-3 x week 1-3 x month Never Total # of respondents 19 11 4 8 42 % of respondents 45 27 09 19 100

This cross tabulation chart shows that 45% of respondents that have considered becoming self-employed take the bus every day. Only 19% of all respondents that have considered becoming self-employed never take the bus.

Researchers: Melissa-Joan Boyer, Daryn Britt, Stephanie Clark, Kyle VanRavenswaay, and Jennifer Pitoscia 18

Market Research: CYBF

April 2007

19% 9% 46%

1-3 x day 1-3 x a week 1-3 a month Never

26%

This graph shows the percent of respondents that have considered becoming selfemployed and the amount that they take the bus, in a graph that can easily compare the amounts. Almost half of those who have considered self-employment to also talk the bus, making transit advertising an effective means of researching CYBF’s target market.

Data Conclusions: The difference between the amount of people that plan to become self-employed, and the amount of people that have considered becoming self-employed is a huge gap. Our information shows that this is mostly due to perceptions of not having enough money and not knowing what to do. We have also learned that respondents are looking for information mostly on the Internet, and have learned a lot from in class presentations, suggesting that these are two communication areas that need to be explored. Fifty one percent of the respondents listen to The Moose; this is going to be a good place to get the attention of our target audience. We know that 48% of all respondents listen to the radio daily, and 79% of the respondents planning to become self-employed listen to the radio daily. Forty six percent of respondents ride the bus daily and, of the respondents Researchers: Melissa-Joan Boyer, Daryn Britt, Stephanie Clark, Kyle VanRavenswaay, and Jennifer Pitoscia 19

Market Research: CYBF

April 2007

that have considered becoming self-employed, 46% take the bus daily. This is another potentially effective place to get the attention of the target audience. Specifically, students of Small Business and Graphic Design show more consistent interest in considering selfemployment, and planning self-employment. Advertisement could take this information into consideration in the creative content and design.

Researchers: Melissa-Joan Boyer, Daryn Britt, Stephanie Clark, Kyle VanRavenswaay, and Jennifer Pitoscia 20

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