john hancock observatory service learning market research analysis
TRANSCRIPT
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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