Reliquary Spa Market Research

How Market Research Shaped The Network

Explain how Diane in the movie Network used market research to shape the network.

In the movie Network, Diane was very focused on market research and having the highest ratings possible for the Howard Bernstein Show. All of the network staff wanted to see high ratings and the highest level of success achieved. At first the show caused a lot of controversy and therefore, caused high ratings. At that point, the majority of the corporate network staff was fully behind the show and decided to keep it on air, no matter how offended the public was. The show caught on and achieved incredibly high ratings for a good period of time. At the downfall of the show, the controversy was gone because the concept of the show had been worn down and overplayed. The numbers and ratings showed that the show was beginning to see a downfall. Diane and the network then decided that the show needed to be taken off air. Instead of cancelling the show, the network decided to increase ratings once again by killing its front man, Howard Bernstein. The staff knew that this would up the ratings for that episode and would create enough controversy to become popular again - allowing the plot to change and focus on a new character.

Questionnaire

The purpose of this survey is to prove the following.
Hypothesis: Offering full-service or dual-service packages will seduce spa visitors into enhancing and lengthening their spa experience.
The survey will be administered to all kinds of people at the Hard Rock Hotel. People heading to the pool, on the casino floor and at bars/lounges will all be participants in the questionnaire. The questionnaire will be given to both men and women, over 21 years of age.

8 Steps

The purpose of this survey is to prove the hypothesis. Hypothesis: Offering full-service or dual-service packages will seduce spa visitors into spending more money. The survey is to be given to all kinds of people at the Hard Rock Hotel. People heading to the pool, on the casino floor and at bars/lounges will all be participants in the questionnaire. The questionnaire will be given to both men and women, over 21 years of age.

1. Decide whether to use a probability or non-probability sampling method.
Non-probability

2. Define the target population.
Hard Rock Hotel/Casino Visitors

3. Select a sample frame.
Irrelevant to nonprobability samples

4. Identify the sample unit.
People (households & businesses do not apply)

5. Plan the procedure for selecting sample units.
Interviewers will be asked to select random adults. Anyone who looks younger than 21 should not be approached for this survey. Inebriated and/or incoherent prospects should not be surveyed. This will keep the survey safe from unnecessary sample bias.

6. Determine the sample size.
Only fifty questionnaires will be given out for the purpose of the project.

7. Draw the sample.
Sample size is 5 according to the calculator on www.surveysystem.com/sscalc.htm

8. Conduct the fieldwork.

Survey Questionnaire

What would it take to seduce you into utilizing more spa services? A more relaxing experience? Packaged deals? More time in your session? This is exactly what we are trying to find out, here at Reliquary Spa. Located inside the Hard Rock Hotel in Las Vegas, Nevada, Reliquary wants to know what conveys you to visit the spa and how your experience can be enhanced. Please take the time to fill out this simple questionnaire and receive a small, surprise gift.

1. What service are you most interested in when visiting a spa?
a. Massage/Facial
b. Personal (Waxing, Tanning, etc)
c. Other (please specify):

2. During your spa visits, how much have you spent in the past?
a. $50 - $100
b. $100 - $150
c. $150 - $200
d. $200 or more

3. What service would you like to receive but have not tried?
a. Massage/Facial
b. Personal (Waxing, Tanning, etc)
c. Other (please specify):

4. What salon services interest you?
a. Pedicure/Manicure
b. Hair Cut/Style
c. Make-up/Make over


5. Would you be interested in personal training sessions or salon services after your spa visit?
Yes
No

6. Would you be interested in a full spa service package?
Yes
No

7. If no, what could persuade you?





Through answering these few, simple questions, you will not only help us boost the experience of Reliquary visitors but also receive a free ten minute neck massage. Tips are highly encouraged. We greatly appreciate your time.

EOC: Tax Cuts

When it comes down to it, tax cuts do not affect most Nevadans, only the rich ones. The question asked by the survey asks Nevadans if they want their taxes to be cut. The correct question would be “Would you like for the wealthy to receive tax cuts?” The information given by this survey is misleading. The tax cuts did not accomplish their goal.

“Asked whether they wanted the tax cuts to expire or to continue, 61 percent said "continue" and 29 percent said "expire," in the poll taken this week by Mason-Dixon Polling & Research for the Las Vegas Review-Journal and 8NewsNow.” (Nevadans Say Income Tax Cuts Should Stay. STEVE TETREAULT. Stephens Washington Bureau.)

Tax cuts do not affect the typical American and did not accomplish what they promised. This survey is incredibly misleading because it caused Nevadans to feel that they were benefitted by tax cuts that were never beneficial. The Heritage Foundation has stated that the Bush tax cuts led to the rich shouldering more of the income tax burden and the poor shouldering less; while the Center on Budget and Policy Priorities (CBPP) claims that the tax cuts have conferred the "largest benefits, by far on the highest income households.” The underlying policy has been criticized by Democratic Party congressional opponents for giving tax cuts to the rich with capital gains tax breaks while acknowledging some benefit extended to middle and lower income brackets as well.

In late July 2010, analysts at Deutsche Bank said letting the tax cuts for those earning more than $250,000 expire would greatly slow economic recovery. However, Treasury Secretary, Timothy Geithner, said that allowing the expiration would not bring a slowing. The Obama administration proposed keeping tax cuts for couples making less than $250,000 per year. Economist Mark Zandi found that making the Bush tax cuts permanent would be the second least stimulative of several policies considered.

BOC: CSN Graduation

“College of Southern Nevada Tests Its Limits” is an article in a recent Las Vegas Review Journal issue. The article briefly discusses the academic success of a 28-year-old male graduating from CSN after ten years.

“Like many CSN students, Creedon took a while to figure things out. The community college serves all kinds, so there is no such thing as a typical CSN student. But it would not be an overgeneralization to say CSN's students are generally older, poorer, less white and less likely to be from college-educated families than those attending most other higher education institutions.” (http://www.lvrj.com/news/csn-tests-its-limits-121621738.html)

CSN could use market research to figure out why students are not graduating and what they could do to encourage higher graduation rates. In order to do this a focus group could be conducted followed by a student body survey. The focus group should be made up of seven students of all backgrounds and races. In the focus group, questions like “What do you want to do?,” “what is keeping you from attaining your goal?,” “how could we help you choose a career path?” and several similar questions should be asked and discussed. The ideas from the focus group should be recorded. The survey would ask similar questions but should also include questions like “how many classes do you take a semester?”

Perhaps the most important question that should be asked is "Why CSN?" "What made you want to go to CSN?" Students need to be surveyed to see why they choose CSN and what they would like to accomplish. Also, the community should be surveyed to see what jobs are available and what degrees are most necessary.

I feel that by having these questions answered, CSN could get a real understanding of what it is that makes success so difficult. They could figure out what the problems are for these students and how they can be solved. Clearly there is a lack of motivation in the CSN student body and they need to be encouraged. Things like student support groups, guest speakers and school activities care possibilities for giving the students that little boost they need.

Research Opportunity

For my market research opportunity I will be using a company that my work is associated with. I teach fitness dance lessons inside the Hard Rock Hotel Las Vegas, Nevada. The studio is inside the hotel’s spa “Reliquary.” When trying to come up with a problem in the spa, I realized that I rarely see people purchase products when checking out. I also realized that when checking in most people only want a massage.

So for the spa, I decided to conduct market research to verify what could help motivate visitors to purchase more. For example, come into the spa for a massage and facial. Or go to the spa for a massage and the salon for a pedicure. Anything to up-sell the purchase.

The next step is to consider types of research available. Clearly, the research will be applied and descriptive. This means that the research will be predominantly survey-based. The best type of survey to use for this purpose is going to be in-store, in other words, questionnaires. The surveys will be given to spa users. Visitors will be given a survey after their spa time and will be asked to participate. Visitors who turn down the survey will not be pushed or forced.

“People may avoid your survey because they’re concerned about invasion of privacy; they don’t want others to know about their lives and their activities.” (Marketing Research For Dummies. Michael Hyman. Jeremy Sierra.)

I want to make the survey as impersonal as possible to ensure that customers do not feel they are being harassed or overly-questioned. At a spa, visitors are supposed to feel at ease and I would like for that feeling to stay with them as they part.

The questionnaire will include questions asking guests about their spa visit, if they would come back, what products they may be interested in purchasing, what could help urge them to purchase more spa treatments and other similar questions. The survey will include all multiple choice questions with an “Other” area and space to write in the answer, in order to encourage suggestions. The survey will be brief so it does not scare the customer or make them feel they are receiving the third degree.

“Respondents may be motivated by compensation for their time and effort. People who participate in surveys typically receive remuneration in advance, such as a dollar or a free pencil or pen. Alternatively, they may be given the opportunity to receive the results of the survey or to access those results online.” (Marketing Research For Dummies. Michael Hyman. Jeremy Sierra.)

In order to make visitors feel that they are being rewarded for taking our survey, they will be asked to take it for $2 off of their spa visit. Though the survey will be brief, I would like for the customer to feel that they are special and that their opinion matters. “Would you like to participate in a brief survey for $2 off your purchase today?” is the question I would like the front desk worker to ask. This is not pushy and offers a small compensation.

BOC: Beautiful Stranger TV

“Beautifulstranger.tv is a style hub featuring the most fabulous looks from the street (and occasionally backstage at fashion shows). The compelling content, which is raw, edgy and fun, totally unscripted and completely authentic, drives the consumer to shop the looks right off the backs of the best dressed.” (http://www.beautifulstranger.tv/about)

The idea behind beautiful stranger is one that many fashionistas like myself would call “ingenious.” In many fashion magazines, a reader can find pictures of different women and girls around the world with incredible style. Beautiful Stranger took that idea and brought it forward.

The women who operate the style hub find style in the most fashionable cities. They boldly stop strangers to find out everything about their outfits: what they’re wearing, loving, listening to on their iPods, how they're going green, where they eat, shop, hang out and purchase their items. Each “Beautiful Stranger” has five minutes to explain what she can't live without and why, plus what pieces she's pulled together to create her fabulous and unique style.

The website, beautifulstranger.tv, features photos and video footage of the women that are stopped. On each photo’s individual page, links are available for the viewer to purchase the style captured. The videos involve a series of questions to different people in the fashion industry that include the same criteria as listed above. The videos are fun to watch because these fashion experts mention ALL great places to shop from Bottega Veneta to Target.

The idea was created and brought forth by Editor and Executive Producer, Abby Wallach. She has worked in the business for over twenty-five years and has worked for some of the most profound companies in the industry including Women’s Wear Daily, and Glamour and W magazines.

EOC: Big

Big is a film about a 13-year-old boy who takes on a 30-year-old man’s body (Tom Hanks) for some period of time. In the film, he becomes a toy tester for a company called MacMillan toys. He becomes very popular within his company as his boss’s favorite employees. His coworkers, however, find it difficult to like him because of his quick promotion in the company. These employees do not realize or understand that he is really a 13-year-old boy.

At the toy company, toys and toy ideas are tested on children as well as adults. Several research methods are demonstrated in the film. The most obvious being focus groups. The focus group consists of many children who get to play with toys and express their ideas and opinions about them. Tom Hanks’ character becomes the most valued opinion because he still thinks like a kid. Much product research is also conducted, as well as longitudinal research. This takes ideas from children and the company’s employees and builds them, eventually creating a toy to go into production. The company uses demographic selection and other good research techniques but the information they supplied was used in the wrong ways. They had lots of great statistics that were ineffective for designing childrens' toys. Brainstorming is another effective research method used in the film. By simply sampling prototype toys in a conference room, bigger and better ideas are put into work.

The gist of the film encourages adults not to lose touch with their child-like qualities. See, by becoming working adults, many of the employees get so into their jobs and earning money that they lose sight of what their job actually is. At the toy company, many employees focus on research results and studies and surveys of what people want – they forget that a toy is just supposed to be fun to play with. The focus group is the best research method for a toy company, in my opinion.

BOC: Week 2 Survey & Results

http://jrscience.wcp.muohio.edu/humannature00/FinalArticles/TheSenseofScentA.html

This survey has to do with scent and sexual attraction. The survey was created by four female college students that were inspired after a conversation about everything being scented, from lotions they use to feminine hygiene products. This project attempted to explore the role that scent, and specifically artificial scent, plays in college-age interpersonal relationships. It has been hypothesized that scent plays a crucial role in sexual attraction between individuals. A survey and practical experiment were conducted in an attempt to prove that not only is scent important in college-a

ged persons interactions, but that showered and artificial scents in comparison to n

atural odors is the most desired.

Surveys were conducted first and given to 50 students on the college campus. All surveyed students were kept between the ages of 18 and 22. Then a series of tests were given to these same 50 students. Tests included being asked to smell different scents and guess what they are and being asked to smell scents are reveal emotions they feel from the scent. Then poles were taken around campus of how often women shower vs. men. Over 50% of each showers daily but 15% of men shower twice daily vs. .4% of women. 62.5% of women on campus rated scent as moderately important against 42.3% of men. However, 15.4% of men rated scent as very important where as only 12.5% of women did the same. Over 65% of both men and women say that scent plays a factor in whether they will become romantic with someone.

Finally, 5 perfumes for men to smell and 5 colognes for women to smell were tested on the students to see which reminded them of a past relationship. The perfumes chosen were Happy, Journey, Kenzo, Sunflowers and CK1. The colognes chosen were Chrome, A&F, A&F Woods, Hugo Boss and CK1. CK

1 was chosen by women and Happy and Journey in a tie were chosen by men.

I thought this was a very interesting survey because I also find it strange how large of a role scent plays in our everyday lives. The study needs much more work done to be accurate: a larger number of students, more tests and a fewer number of variables. I do think that the concept, however, is incredibly note-worthy and would look into it more.

BOC: Online Quiz

1. What is a Booty Pop? What is its significance?

A booty pop is a pair of shorts that are padded in the rear to make a woman’s buttocks appear larger. Apparently, they are used by celebrities and every day women in order to make clothing look better. Songs like “Bootylicious,” “Donk,” and “Baby Got Back” have all encouraged women to feel that they need to have a larger behind.[1]

2. Who spends more money online, men or women?

Apparently, men spend more money online than women, especially during holiday season. This is supposedly because men have less drive to go out and shop than women do. Women are much more likely to enjoy the activity of shopping and going to malls, where as, men do not enjoy shopping or trying things on. For men it is more convenient to order things and have them delivered right to their door.[2]

3. Who spends more time online, men or women?

On the contrary to the previous question, women spend more time online than men. Women spend more time on social networks and online publications than men do. [3] This is most likely because women enjoy things like Facebook and Twitter more – posting pictures, updating their status, snooping and lurking on others’ pages. Also like to shop online simply to preview what they will purchase in the store. Women enjoy the activity of shopping and enjoy going to malls with friends and even solo. For women, shopping is a therapeutic activity.[4]

4. What advantage do marketers have for women shopping online than men?

Advantages that marketers have for women shopping online than men include knowing how women use the internet, women being emotional shoppers and women being easier to rope in through advertising.[1] When marketing to women, marketers must know how to tap in to female emotions – doing so will make your marketing successful. Reaching men through marketing is much less understood than doing so for women.

[1] http://www.bootypop.com/

[2] http://www.opentechsupport.net/forum/general-news/30799-men-spend-more-than-woman-online.html

[3] http://www.zmags.com/blog/women-spend-45-more-time-reading-online-publications-men

[4] http://www.itlist.com/research-says-women-spend-more-time-online-then-men/

[5] http://marketingtowomenonline.typepad.com/blog/2006/02/male_vs_female_.html

EOC: What I'm Expecting

From Principles of Marketing Research I expect to gain knowledge and skills to conduct beneficial market research. I also expect to learn about different types of marketing research and different ways to conduct it, as well as, how to analyze results to benefit a company. I also expect to learn how to present marketing research results to a company and/or client. I should complete this course with the following abilities:

1. Gather, record, and analyze data related to the marketing of goods and services.

2. Relate the development of market research techniques to a historical context.

3. Compare and contrast market research options and apply them to a planned campaign.

In this class, I expect to maintain a blog and twitter account every day. I will show up to class every Wednesday night ON TIME, not a minute later. Having had Mr. Pinto several times in the past, I know that this is a lot of work but will work hard to keep up with the course and all of its assignments.

From this 10-week course I expect to gain factual knowledge that will help further my career in both fashion and fitness. I would like to learn how to conduct and analyze proper research in order to gain clientele and increase sales/activity. I would also like to learn how to put all of this knowledge into my career. I strongly feel that the knowledge and skills I gain from this class can help me to further my career, as well as become a greater asset to my employer.