john hancock observatory service learning market research analysis

311 MARK

Market & Cons umer

Survey

Data Analys is

Roundtabl e

Pres ented to

John Hancock

Obs ervator y

28 April2010

’ Today s RoundtableObjectives

1. Overview of Data Collec tion

Proces s and Sample

Selection2. Team

: Pres entations Solution Sets

3. Next Steps for Analys is

Formulate Problem

Determine Data Collection Method

Determine Res earch Des ign

Des ign Data Collec tion Forms

Analyze and Interpret the Data

Prepare the Res earch Report

Des ign Sample and Collec t Data

Managerial Dec is ion Opportunity &Res earch Objectives

How can John Hancock Obs ervatory generate a fo llowing ?among local patrons

1: Res earch Objective

Determine current demographics of vis itors to the.Obs ervatory

2: Res earch Objective

.Determine age profiles of infrequent vis itors

3: Res earch Objective Determine ways vis itors can s tay active in the

.Obs ervatory for longer periods of time

4: Res earch Objective ’ As s es s local res idents current perception of the John

.Hancock Obs ervatory as well as its competitors

5: Res earch Objective Determine awarenes s of s pec ial events hos ted by The

.John Hancock Obs ervatory

Lauren Andres en

Amber Dettmers

Kris tin Render

Madora Shinn

Mary Martin

Matt Muir

Tris h Nguyen

Noel Rodriguez

Mary PegWarner

How fitting is each description of John Hancock Observatory? Please indicate your

level of agreement...-A family attraction

Frequency Percent Valid Percent

Cumulative

Percent

Valid Strongly Agree 44 25.1 58.7 58.7

Agree 28 16.0 37.3 96.0

Neutral 1 .6 1.3 97.3

Disagree 2 1.1 2.7 100.0

Total 75 42.9 100.0

Missing System 100 57.1

Total 175 100.0

How fitting is each description of John Hancock Observatory? Please indicate your level

of agreement...-A study area

Frequency Percent Valid Percent

Cumulative

Percent

Valid Strongly Agree 4 2.3 5.3 5.3

Agree 7 4.0 9.3 14.7

Neutral 15 8.6 20.0 34.7

Disagree 33 18.9 44.0 78.7

Strongly Disagree 16 9.1 21.3 100.0

Total 75 42.9 100.0

Missing System 100 57.1

Total 175 100.0

How fitting is each description of John Hancock Observatory? Please indicate your level of agreement...-A study area

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Agree 4 2.3 5.3 5.3

Agree 7 4.0 9.3 14.7

Neutral 15 8.6 20.0 34.7

Disagree 33 18.9 44.0 78.7

Strongly Disagree 16 9.1 21.3 100.0

Total 75 42.9 100.0

Missing System 100 57.1

Total 175 100.0

How many times do you visit John Hancock Observatory per year? * How likely are you to recommend John Hancock Observatory?

Crosstabulation

Count

How likely are you to recommend John Hancock Observatory? Total

Very Unlikely

Somewhat

Unlikely Undecided

Somewhat

Likely Likely Very Likely

How many times do

you visit John

Hancock Observatory

per year?

I visit sometimes, but not

on an annual basis

4 1 3 15 20 4 47

Once 0 0 0 2 6 5 13

Twice 1 0 1 2 2 2 8

Three Times 0 0 0 0 0 1 1

More than four times a

year

0 0 0 0 1 1 2

Total 5 1 4 19 29 13 71

The Observatory has hosted several events for the public to attend. Please

check all events you've h...-Not aware of any events hosted by the Observatory

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 54 30.9 100.0 100.0

Missing System 121 69.1

Total 175 100.0

Where do you live? * Have you been to John Hancock Observatory in the past three years?

Crosstabulation

Count

Have you been to John Hancock

Observatory in the past three

years? Total

Yes No

Where do you live? The city of Chicago 32 16 48

Suburbs of Chicago 4 4 8

The Midwest region 7 4 11

East Coast, West Coast, or

Southern regions

3 0 3

I am an international visitor 2 0 2

Total 48 24 72

Where do you live? * How many times do you visit John Hancock Observatory per year? Crosstabulation

Count

How many times do you visit John Hancock Observatory per year? Total

I visit

sometimes, but

not on an annual

basis Once Twice Three Times

More than four

times a year

Where do you live? The city of Chicago 32 8 6 0 2 48

Suburbs of Chicago 7 1 0 0 0 8

The Midwest region 7 3 1 0 0 11

East Coast, West Coast, or

Southern regions

0 1 1 1 0 3

I am an international visitor 1 1 0 0 0 2

Total 47 14 8 1 2 72

Laura Faerber

Demi Giannaras

Megan Hermann

Pearl Paramadilok

Alexi Prie to

Katie Brennan

Caitlin Ferry

Matt Ges ner

AlexandraKas s e l

*Other events desired include: wine tasting, holiday business parties, charity events, singles night, celebrity appearances, book signings, etc.

Ryan Anders on

Tommy Arkins

Kati Kons tantaras

Jacob Lovis ka

Sarah Scapini

Joe l Bennett

As le igh Grizze ll

Chris tina Ladas

Anna Sekh

Household Income vs. Events

Age group vs. News Source

Where you live vs. Attractions visited

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