Study on Levels of Satisfaction &

Analyzation
Veronica Delgado

September 3, 2019
What

✤ A conglomerate study of a content analysis and

survey data analysis

✤ Gauging levels of satisfaction that respondents had

of different aspects of the Fair based on comments
and ratings made via Yelp (10/9/2006- 7/25/2019)

✤ Coded as free response survey questions

✤ Multipurpose, multifunctional database

Goal

The goal of this research was to mathematically analyze

what content to produce in order to alleviate reported
consumer problems (known via the negative reviews)
and/or to highlight parts of the fair that consumers
reported liking the most (known via the positive
reviews).
Code Book
Code Book

✤ Outlines and defines exactly what was to be recorded and how it

was recorded as well as time period and goal

✤ Defines all categories in exactly the same order they appear in Excel

✤ Core categories (9)

✤ Sub-topics for MT (60)

✤ Provides additional clauses to clear up ambiguities in definitions of

categories (i.e. edited reviews, collages, mix of sentences [3 stars],
butter sculptures)
Code Book
✤ Defines:

✤ ID (#)

✤ Username (First, L.)

✤ Stars (#)

✤ Year (YYYY)

✤ Photos (#)

✤ Positive

✤ Message Topic (MT)

✤ Negative

✤ Message Topic (MT)

✤ A secondary level of satisfaction verification was implemented (3 star ambiguity) resulting in the creation of the positive and
negative categories

✤ Positive/negative clause for all ratings (outliers)

Code Book

✤ Full list and definitions of message topics is on pages

5-7

✤ Originally 18 sub-topics (food- shows)

✤ 30 MT sub-topics, had to be listed once after the

positive category and then again after the negative
category (60 total)
Research
Research

✤ Most reviews were from 2018, 2017, 2013

✤ Average year: 2015

✤ Sample size: 552 respondents

✤ Photos: 453

✤ Average number of photos: 4

Research
✤ Yelp’s 5-star rating system

✤ Average rating was 4 stars

✤ 1 star: 25

✤ 2 stars: 37

✤ 3 stars: 76

✤ 4 stars:176

✤ 5 stars: 288

✤ Implementation of secondary level of

measuring satisfaction

✤ 3 star ambiguity
Research

✤ More respondents
reported being satisfied
with the State Fair of Texas

✤ Positive: 421

✤ Negative: 121

✤ Outliers in the system that

skewed the number of
negative reviews
Research

✤ Some message topics were never mentioned in reviews that were negative (0%):

✤ Nostalgia ✤ Shopping Options ✤ Free Merchandise/Items

✤ Museums/Exhibitions/Expos ✤ Concerts/Music Events ✤ Free Tickets for Schools

✤ Aquarium/Interactive Exhibits ✤ OU/TX/ Cotton Bowl Games/The Cotton Bowl ✤ Online Tickets/Coupons/BigTex.com

✤ Views/Photo Opportunity ✤ Season Passes

✤ Big Tex ✤ Nighttime at the Fair

✤ Safety ✤ DART /Train

What’s the Difference?
What makes this data set different
than Freshdesk?

✤ This new dataset also highlights the positive aspects of

the fair

✤ And analyzes the entirety of the content, every

sentence, of a review is coded and analyzed instead of
put into a category based on department
So What?
So What?

✤ Story generation using a problem solving frame of

mind. Analyzing problems and creating stories to
alleviate consumer reported problems

and/or

✤ Story generation using the positive data as a guide to

what stories are of high interest/what things are
enjoyed the most at the Fair
Example 1
Planning Your Trip: How to Make a
Personalized Itinerary
✤ Story about how to plan out your trip to the fair/what to
take into account (days/times, parking and locations) so can
make it to all the shows, rides, games and food you want
without missing anything and without walking in circles
around the park

✤ Would bring exposure to our already set guided itineraries

online and online map

✤ Highlights the top 3 message topics respondents reported

liking the most
Planning Your Trip: How to Make a
Personalized Itinerary
✤ Problem Alleviation

✤ Parking: if people park in a variety of lots, based on what they are most
likely to go last that could potentially alleviate parking traffic/filled lots

✤ Lines: alleviates people waiting in the wrong lines by accident because

they don’t know where they are or where they are going

✤ Crowds: reduces foot traffic if people know exactly where they are
headed/going

✤ Prices: by planning your trip you can potentially take advantage of

discounts on different days
Example 2
Pocket Guide to Keeping Cool at
the Fair
✤ Advice on how to stay cool:

✤ buildings that have A/C

✤ shaded areas of the park/shaded seating areas

✤ water bottle stands/water fountains locations (to refill

personal water bottles)

✤ who to call if someone passes out/needs medical

attention (list locations of first aid)
Pocket Guide to Keeping Cool at
the Fair

✤ Problem Alleviation

✤ Temperature: something we cannot control but can

better prepare our guests for it
Example 3
Big Tex Checklist

✤ Things to bring to the Fair to ensure a fun and safety

✤ Mini portable fan

✤ Sunscreen

✤ Hat/visor

✤ Portable charger

✤ disposable camera (to further preserve phone battery)

✤ Wet Wipes (due to personal sweatiness/cleanliness)

✤ Fanny pack and/or bag to carry items (prizes, personal items, free merchandise)
Big Tex Checklist

✤ Problem Alleviation

✤ Temperature: something we cannot control but can

better prepare our guests for it atmosphere

✤ Atmosphere: ensure personal cleanliness when

eating foods, and potentially diminish a part of the
reported smell problem
Example 4
Freebies at the Fair

✤ A guide on where receive vendor freebies are located

✤ List of vendors that will be handing out free items

✤ Who the vendor is

✤ What the item is

✤ If/what you need to do anything to receive the free

item (i.e. provide an email, follow/like/retweet/tag)
Freebies at the Fair

✤ Problem Alleviation

✤ Price: second most consumer reported problem of

the Fair. Reviewers reporting feelings of being,
“gyp-ed”. This way they can leave with a lot of free
items from vendors, potentially alleviating some (if
any) “sticker shock”
Utilization, Replication & the
Future
Utilization

✤ This database can be used in different ways by different

departments

✤ PR: help with story creation and identification of public

interest

✤ Guest Services: to cross verify Fresdesk data, and use this as

an additional source for consumer problems that weren’t
brought to Guest Services

✤ Marketing: help with overall problem alleviation, content or

campaign creation
Replication

✤ Code book:

✤ future additions to this dataset

✤ guide for any content analysis (MI & MT)

Future

✤ content analysis across all forms of media (social media, blogs, and
online publications)

✤ can potentially send out a randomized survey to season pass holders

or to people that have given their emails to the museums (incentive)

✤ surveying employees (seasonal) in order to see how/why this job

could appeal to others, or the reason why they come back to work for
the fair

✤ developing a data system for the phone bank to use when they get
calls about complains/affirmations or to catalog their calls since they
don’t use FreshDesk
Thank you!