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hii_bharti
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market research project - June 15th, 2008

this is project by some students of liverpool university, good use of quantitative analysis is being done
Customer satisfaction survey addressing attitude and behavioural patterns of students who use, and do not use, the facilities of
The Cooler
J.M.U. Student Union,
Maryland Street,
Liverpool.

By
Nikki Holmes
Gillian Hunter
Claire Taylor
Jane Winter

Contents

Page
Executive Summary

1.0 Terms of Reference
1.1 Identification of the issues to be addressed 1
1.2 Aims of the analysis 1
1.3 Why choose The Cooler as a service to be analysed 1
1.4 Meeting with the client 2
1.5 Focus groups dependants and independents 2

2.0 Methodology 2
2.1 Sequential Stages of Market Research 2
2.2 Research Brief 2
2.3 Research Proposal 2
2.4 Data Collection 3
2.5 Data analysis and evaluation 3
2.6 Preparation and presentation of final report 3

3.0 Summary Analysis 3
3.1 Collection and sampling of data 3
3.2 Summary of questionnaire 4
3.3 The Cooler clientele and non-clientele information 4
3.4 Gender of users of The Cooler 4
3.5 Gender of non-users of The Cooler 4
3.6 Average age of users of The Cooler 4
3.7 Average age of non-users of the Cooler 4
3.8 Frequency of The Cooler users 4
3.9 Level of study of users 4
3.10 Level of Study of non-users 5
3.11 Site of study of users 5
3.12 Site of study of non-users 5

4.0 Exploratory analysis of Section B (Users) 5
4.1 Attractions of The Cooler 5
4.2 T-test Analysis for users of The Cooler 6
4.3 ANOVA’s for users of The Cooler 6

5.0 Exploratory Analysis of Section C (Non-users) 7
5.1 T-tests for non- users of The Cooler 7
5.2 ANOVA’S for non-users of The Cooler 7

6.0 Conclusions 7
6.1 Overall usage of The Cooler 7
6.2 Site of The Cooler users 8
6.3 Age groups of The Cooler users 8
6.4 Awareness of the brands offered and events held 8
6.5 Reason for use of The Cooler in the evening 8
6.6 Usage if not part of the Student Union 8
6.7 Why do some students not use The Cooler? 9

7.0 Recommendations 9
7.1 Music Nights 9
7.2 Introduction of a Shuttle Bus 9
7.3 More Open Space 9
7.4 Guest D.J’s 9
7.5 Happy Hours 9
7.6 Other Recommendations 10














Executive Summary

Identification of the issues to be addressed.

The Market Research that has been conducted by this marketing group has been carried out in order to discover the level of satisfaction and the attitudes and perceptions of students studying in Liverpool, towards J.M.U.’s Cooler Bar. The research was a live performance carried out to form part of an omnibus survey initiated by the marketing unit of the Liverpool Students Union at John Moores University The research has hopefully identified to our client any changes that he could make in order to improve the characteristics of The Cooler and to increase it’s market share.

Aims of the analysis

· To profile both the user’s and non - user’s of The Cooler bar to illustrate why those who use the bar do so and why those who don’t, don’t.
· To see what attracts certain people to the bar and what prevents others from wanting to use it.
· To discover which factors satisfy people and which ones do not, so that the appropriate alterations can be made in order to increase the level of customer satisfaction.

Meeting with the Client

An initial focus group was set up between this marketing group and the client, Julian Ullah. During this meeting the clients overall objectives and requirements were discussed, and further arrangements made for future dependent and independent focus groups to be set up before the questionnaire could be designed and distributed.

The Clients Objectives

· To establish who uses the services and why?
· Which markets are being reached and which are not?
· Is there a pattern to the usage of the bar?
· Is it rated alongside other establishments offering a similar service.
· Are the customers aware of the products on offer and the events held in The Cooler?
· What are the customer’s opinions of The Cooler?


Methods of Research

The survey will involve the use of a questionnaire which will be distributed using stratified random sampling to every third user of the libraries on the four biggest sites of the university. In addition the survey will be distributed at The Cooler itself.

Primary Data

Primary data will be in the form of the above mentioned client, dependent and independent focus groups and in the form of a carefully designed questionnaire.

Secondary Data

· Sections of Customer Satisfaction Survey from Liverpool Student Union September 1997.
· Research into Attitudes and Customer Satisfaction of Student Bars at Sheffield University March 1995.
· Qualitative Research into Students Attitudes towards Staffordshire University Union of Students.
· Omnibus survey semester one 1997/8.
Web sites.

Recommendations

· The Cooler might like to consider providing a shuttle bus from campuses to the bar to encourage students from other sites to use the bar on a more regular basis.
· The marketing unit should market The Cooler to mature students as well as to the younger ones.
· The brands available and the events held at The Cooler should be advertised more to entice more people to visit.
· The quality of the music played in The Cooler should be improved to give it more variation and to make it more appealing to all tastes. The introduction of guest D.J.’s may also help.
· A major problem highlighted by The Cooler user’s was the lack of open space, this was shown to actually put people off from visiting and so it is a problem that should definitely be dealt with.







































Customer satisfaction survey addressing attitude and behavioural patterns of students who use, and do not use, the facilities of
The Cooler
J.M.U. Student Union,
Maryland Street,
Liverpool.

1.0 Terms of Reference

1.1 Identification of the issues to be addressed
The following research is being undertaken in order to discover the
the level of satisfaction currently being achieved, and the attitudes and perceptions of the students towards The Cooler since its refurbishment. The Cooler is a cafe bar situated in the Haigh, the main student union building. It is famous for attracting students from all over the city and not just form J.M.U.

1.2 Aims of the analysis
The aims of the analysis are to profile the users and non-users of The Cooler, and examine hypotheses such as, who uses The Cooler and why, would the students use the bar if it was not associated with the Student Union. The analysis will also address the attitudes of the students to‘The Venue’ as compared with the attitudes to The Cooler. The research hopes to reveal if their is a pattern to the way The Cooler is used by the students and will be of particular interest to the management of The Cooler in order to see if initial objectives have been achieved.

1.3 Why choose The Cooler as a service to be analysed.
The service offered by The Cooler was chosen as the topic of investigation because it is a live subject and the research will form part of an ongoing survey by the Marketing Unit. All members of the group are users of The Cooler and therefore have first hand experience of the service offered. The research hopes to identify changes that will help our client improve the characteristics of The Cooler and increase market share.



1.4 Meeting with the client
An initial meeting was set up between the client, Julian Ullah, and group member Claire Taylor, where discussions took place
concerning the overall requirements needed for the market research to be operational. (Appendix 1) Further meetings were held with the client as documented in the planner. (Appendix 2)

1.4 Focus groups Independents and Dependants
Informal discussions took place between group members and dependant and independent students. The dependants being
current users and the independents being potential customers.
The thoughts and opinions of these groups would be vital to the
design of the questionnaire. Transcripts were taken of all meetings
including the meeting with the client.(Appendix 3)

2.0 Methodology

2.1 Sequential Stages of Marketing Research
Research Brief
â
Research proposal
â
Data collection
â
Data analysis and evaluation
â
Preparation and presentation of research report

2.2 Research Brief
The research brief is the foundation on which the whole investigation is based, as it decides the purpose and the direction the
research will take. The research brief was covered in paragraphs
1.1 to 1.4.

2.3 Research Proposal
The research proposal defines the objective of the research. This will include a description of the research design, including the
survey method, the type and size of sample it will also give a time scale.. The proposal looks to describe fundamental factors.
which could affect the validity and possibly the outcome of the research. (Appendix 1)

2.4 Data collection
The methodology used by the team for the collection of data was
a questionnaire. (Appendix 4) The questionnaire was designed
using input from relevant focus groups(Appendix 3) and
was then piloted by a tutorial group and relevant tutor to allow it to be critically analysed. Once the questionnaire had been amended it was ready to be used to collect the thoughts attitudes and opinions of J.M.U. students.

2.5 Data Analysis and Evaluation
The data collected will be processed using computer software, namely SPSS and then subjected to analysis using statistical tests e.g. Exploratory/ Descriptive, and hypothesis tests such as Chi Square, t-tests and ANOVA’S. The data will also be expressed in tabulation form so that the research findings can easily be communicated and understood by the client, Julian Ullah, Marketing Manager of JMU student union. The data will be evaluated to his benefit.

2.6 Preparation and Presentation of Final Report
A report will be produced presenting the findings of the study,
including any recommendations of improvement and any conclusions the team may have arrived at as a result of the survey. An executive summary will be produced alongside the weighty report to allow for the salient points of the report to be easily digested.

3.0 Summary Analysis

3.1 Collection and sampling of data
Over a period of four days (16th - 20th March), the marketing team sampled a population of 250 students. This is a 1.25 percent of approximate total student population of 20,000. Although this is only a small representation of the total population it is still a valid sample.
A stratified random sampling technique was used whereby every third person entering the four main library sites was interviewed.
Further interviews were conducted at The Cooler itself on the Wednesday evening of that week, again the stratified random sampling method was used.
A few minor problems were encountered whilst collecting the samples such as the original wording of the questionnaire was found
to be a little confusing, especially to those students who had never used The Cooler. However, the researchers quickly rectified the problem by re-phrasing the question to make it more comprehensible to the non-users. Also, the location of the sample sites proved to be a hindrance when collecting the data as students were reluctant to give up their time.

3.2 Summary of questionnaire data
250 coded questionnaires (Appendix 5)were subjected to a detailed frequency analysis. (Appendix 6)

3.3 The Cooler clientele and non-clientele information
Of the 250 students surveyed, 73.5% were users of The Cooler and 26.5% were non-users.

3.4 Gender of Students using The Cooler
Of those students who use the facilities of The Cooler 51.1% were Male and 48.9% were Female (Appendix 7)

3.5 Gender of those students not using The Cooler
Of those Students not using The Cooler 47.8% were Male and 52.2% were female.(Appendix 8)

3.6 Average age of users of The Cooler
The average age of users of The Cooler fell in age group 2 which represented 20 - 24 year olds (Appendix 9)

3.7 Average age of non-users of The Cooler
The average age of non-users was again age group 2.(Appendix 10)

3.8 Frequency of users of Cooler (section b on the questionnaire)
The analysis shows that of those students that use The Cooler
42.5% visited two - three times a week, this highlights the most popular usage. 23.1% of students used The Cooler once a week and 13.4 % visit at least once a day. (Appendix 11)


3.9 Level of study of users
Of the 73.5% of students who use The Cooler 29.0% were from Level One, 45.7% were from Level Two and 17.7% from Level Three. The remaining levels, including Placement, Postgraduate, Professional and other, fell between 4.3% and 1.1%. Thus making Level Two the most frequent user of The Cooler.(Appendix 12)

3.10 Level of study of non-users
The analysis shows the majority of non-users of The Cooler are from Level 1, 22.4%. 20.9% of those who do not use The Cooler are in level three of their chosen programme of study. (Appendix 13)

3.11 Site of Users
The analysis shows that the most frequent users of The Cooler are from sites John Foster Building, Byrom Street, Trueman Street and I.M. Marsh having a percentage use of 29.6%, 20.4%, 15.1% and 8.1% respectively. The other sites ranged from 1.1% to 4.3% (Appendix 11)

3.12 Site of study of non-users
Of the 67 surveyed who do not use The Cooler 19.4% were students at Byrom Street, 17.9% studied at the John Foster Building, and 11.9% at Clarence Street. The remainder of sites of study for non- users fell in a range from 9.0% to 1.5% (Appendix 13)

4.0 Exploratory Analysis of Section B

4.1 Attractions of The Cooler
This section will be analysed using Chi-Square.
Ho: there is no association between the attraction to the Cooler and gender (null hypothesis significance > 0.05)
H1: there is an association between the attraction to the Cooler and gender (alternative hypothesis significance< 0.05).
The table (appendix 14) indicates a Pearson value of 0.97922 therefore it is advised to accept the null-hypothesis which indicates that attraction to The Cooler is not associated with gender, and to reject the alternative hypothesis which states that there is an association between attraction to The Cooler and gender.

Ho: there is no association between the site of study of users and gender (null hypothesis significance> 0.05)
H1: there is an association between the site of study of users and gender (alternative hypothesis significance< 0.05)
Again accept the null hypothesis which states that there is no association between the site of study of users and gender, and reject the alternative hypothesis which indicates there is an association.
This advice is taken due to a Pearson Significance Value of 0.64343. (Appendix 14)


4.2 T-tests for paired samples
As the 2-tailed significance value for level of study and reason of use is 0.004, Ho rejected and H1 is accepted. This shows that the level of study of students is different to their reason of use.

Again the 2-tailed significance for site of study and frequency of visits is below 0.05 (.000), therefore Ho is rejected and H1 is accepted showing that site of study is different to frequency of visits.
(Appendix 14)

4.3 ANOVA’S for section B

As the significance value for the relationship between the two variables, quality of service and speed of service, is 0.003 the null hypothesis (Ho), indicating no relationship will be rejected and the alternative hypothesis (H1) would be accepted indicating there is a difference between the speed of service and quality.

For the test between the seating availability and the speed of service the significance value is 0.9497. As this is greater than 0.05 the alternative hypothesis (H1) will be rejected and the null hypothesis (Ho) accepted. This indicates there is no difference between the two factors.

The significance value for the relationship between cleanliness and the speed of service is 0.6079. This indicates that again the null hypothesis (H0) assuming no difference between the factors is accepted. The alternative hypothesis (H1)will be rejected.
(Appendix 14)








5.0 Exploratory Analysis of Section C

5.1 T-test for paired samples

As the two-tailed significance value for distance and site studied at
is 0.000, Ho is rejected and H1 is accepted. This shows that the distance from The Cooler and the site studied are different for the frequency of visits (5% significance).

The significance value for level studied and peer group pressure is 0.003, therefore Ho is rejected and H1 is accepted. This shows that
Level of Study and peer group pressure are different for the frequency of visits. (Appendix 15)

5.2 ANOVA’S for Section C

As the significance value is 0.055 for the test between the distance from The Cooler and the site of study, H1 would be rejected and Ho is accepted, indicating that there is no difference between the two variables.

Again due to a significance value of 0.1785 (therefore greater than 0.05), Ho is accepted and H1 is rejected indicating the null assumption of no difference between finance of students and their site of study with there number of visits to The Cooler.

For the test between personal taste of non-users and there site of study, the significance value is 0.5980, again due to this value being greater than 0.05 it indicates that there is no difference between the two factors, and the null hypothesis would be accepted (p, 0.05).
(Appendix 15)

6.0 Conclusions
As a result of this investigation the following conclusions can be assumed. The omnibus survey for Semester 1 97/98 (Appendix 16) has been used to make comparisons with the primary data collected. The conclusions have also been linked to the objectives set by the client.

6.1 Overall Usage of The Cooler
The data collected by the Marketing Services in Semester 1 shows that the majority of users of The Cooler visit 2-3 times a week. From the primary data collected it can also be seen that the most popular usage is still 2-3 times a week (42.5% of users). This indicates that students are satisfied with the redevelopment’s of the bar as the level of usage has been maintained.

6.2 Site of Cooler Users
The most frequent users of The Cooler are based at the John Foster Building, this being the closest site the bar. Students at Byrom Street were the least frequent users of the bar, however given the option of a shuttle bus to transport them from and to the bar they indicated that their frequency of visits would increase.


6.3 Age groups of Cooler users
The market research illustrated that the most popular age group for users of The Cooler was 20-24 and the least popular age group was over 35. This indicates the need for the Marketing Unit of J.M.U Student Union to attract the more mature customer.


6.4 Awareness of brands offered and events held
When surveying those sites of the university not in the close proximity to Maryland Street we found students to be both unaware of events held at The Cooler and also of the brands offered by it. They were therefore less willing to use The Cooler on a regular basis, if at all. However it can be seen then when students from all sites were surveyed, they showed a limited knowledge of the brands available and events held.


6.5 Reason for use of Cooler in the evening
The analysis carried out demonstrated that when rated along side other establishments offering a similar service, The Cooler was most frequently used as a starting point for a night out only and not considered as a base for students to spend the entire evening. This was also highlighted in the omnibus survey conducted in Semester 1 of 97/98.

6.6 Usage if not part of Student Union
The results show that of the 186 users of The Cooler, 80 students would still use the bar if it was not associated with the Student Union while 106 students say that they would not use The Cooler on a regular basis if it was not associated with the union.



6.7 Why do students not use The Cooler?
The majority of non-users of The Cooler indicated that fashion or trend is not a factor that prevents them from using the bar, however music was highlighted as a factor that would deter students from using it. This therefore needs to be considered by the Marketing Unit.

7.0 Recommendations
The following recommendations have been identified from the question ‘What significant change would you make to The Cooler?’
7.1 Music Nights
16.4% of non-users surveyed said that they may increase their use of The Cooler if music nights were introduced. This would mean that each night had a different music theme and would provide The Cooler with a variety of music to meet the varying tastes and demands of the clientele. The research team strongly advise this as music was a main feature highlighted as a deterrent to using the bar.

7.2 Introduction of a Shuttle Bus
11.9% of non-users surveyed said that an introduction of a shuttle bus to and from campuses or Halls of Residence may encourage them to consider using The Cooler. This could run hourly and some students said they would be prepared to pay a some fee. This idea is thoroughly recommended by the marketing team.

7.3 More Open Space
Some students feel The Cooler is cluttered and needs to have more open space. However, due to a lack of space this is not really an option. One idea that could be considered is to extend out into the Beer Garden. 23.9% of non-users require more open space.

7.4 Guest D.J’s
19.4% of non-users would consider using The Cooler if they introduced guest D.J’s. This idea could be linked to the music theme nights.

7.5 Happy Hour
The most popular change that was identified was the introduction of happy hours. 28.4% of non-users would consider using The Cooler if they introduced happy hours. The Cooler is primarily a student bar and although it offers student prices a happy hour would greatly increase its level of use and therefore help to increase market share. This could be introduced at certain times on certain nights of the week.

7.6 Other recommendations
As the results to the questionnaire show that the average age of users is 20-24 years and only a few students over 25 years use The Cooler there shows a need to also capture this section of the market. This may be done with the introduction of the music nights as a variety of music to suit all tastes will be on offer.
The results also show that few students studying on sites away from The Cooler did not know about events that were being held and brands that were offered. It is therefore recommended to improve the method of marketing to ensure that all students at all sites are fully aware of the events taking place and any promotions that are held. This could done through Halls of Residences or by advertising in the libraries and sites away from Maryland Street.
























































Appendices































































Marketing Research Techniques

BUS AE 230 - for BOB McCLELLAND BSc, MSc, DMS, FSS

Attitudes and behavioural patterns of students
using the ‘Cooler’ bar
J.M.U. Student Union,
Maryland Street,
Liverpool.

by

Nikki Holmes
Gillian Hunter
Claire Taylor
Jane Winter
Market Research Proposal

Briefing

Identification of the product/service
The following market research analysis sets out to establish
customer attitudes and behavioural patterns regarding the ‘Cooler’ bar, formerly known as ‘The Venue’. It is also the intention of the research to calculate the level of customer satisfaction and the quality of service offered since the redevelopment of the ‘Venue/Cooler’.

Aims of the Analysis
The aims of the analysis are to compare and contrast the attitudes of students to the ‘Venue’ as compared with the attitudes to the ‘Cooler’
Bar.
The information gathered will be of interest to the management of the
‘Cooler’ bar, in order to see if initial objectives have been achieved,
and are being maintained. The client is interested to know why the students use the bar, or in fact why they do not, and to establish if there is a pattern to the way customers use the bar.
It will also be part of the ‘omnibus survey’, initially set up by the marketing unit within the student union.

Meeting with the client
An initial focus meeting was organised between the client and the marketing group. The discussion concerned the overall requirements needed for the market research to be operational. The research was established because it will form part of an ongoing market requirement for the development and continual success of ‘The Cooler’. Further discussions will take place with the client following further investigations with independent and dependant focus groups, concerning any discrepancies and alterations that may be needed, before a questionnaire is designed and distributed.

Clients Objectives

· To establish who uses the services.
· Why they use the services.
· What markets are not being reached.
· Is their a pattern to the use of the service
· Is the product rated alongside other establishments offering a similar
service.
· Are the customers aware of the full product range offered by the clients service.
· Would the customers still use the service if it was not associated with the Student Union.
· Customers will be asked their opinion on the quality of service, decor, creature comforts etc.

Focus Group Dependants

A member of the research group was assigned the task of discovering the thoughts and opinions of the customers using the bar. They were asked questions such as ‘What do you think about the service?’; ‘What does the cooler do for you?’; ‘how does it make you feel?’ etc. The atmosphere was kept informal, and the questions phrased so that the respondents did not feel pressurised to answer in any particular way.
The profile of the dependants tended to be 1st and 2nd year students aged between 18 and 24. The responses revealed no particular gender bias.
The point of the focus group is to see what issues need to be addressed when designing the questionnaire, in order for the objectives to be achieved.

Focus Group independents

A member of the marketing team set out to identify the views of those members of the university who did not use the facilities of the ‘Cooler’ on a regular basis.
The questions asked tried to establish if the respondents used the ‘Cooler’, and if not, why not?; How did they feel about the ‘Cooler’?: What changes, if any, would encourage them to use the bar more regularly?

The profile of the independents tended to be mature students between the ages of 25 and 45, although their was no particular bias between male or female.

Method Of Research

The survey will involve the use of a questionnaire which will be distributed using stratified random sampling, to every third user of the libraries on the four biggest sites of the university. The survey will take place between the hours 1.00pm and 4pm on Tuesday 17th March and Friday 20th March between the hours of 9.00am and 1pm.
In addition the survey will be distributed at the ‘Cooler’ bar itself on Wednesday evening which is traditionally student night.

Contingency Report
Should the above method of research prove to be ineffective then a contingency plan will become operative. This will involve a different approach to targeting the students e.g. each school, rather than library, will be highlighted and targeted on a random basis during the week. e.g:
Monday - John Foster/ Mount Pleasant
Tuesday - Byrom Street
Wednesday - I.M. Marsh
Thursday - Dean Walters
Friday - Tithebarn /Trueman Street
The students will be targeted at the main entrance to these schools using the previously used Random Stratified Sampling.



Primary Data
Primary data will be in the form of the above mentioned client, dependant,
and independent focus groups, and in the form of a carefully designed
questionnaire.
Secondary Data

· Sections of Customer Satisfaction Survey From Liverpool Students Union. September 1997.
Research into Attitudes and customer satisfaction of Student bars based at Sheffield University student Union. March 1995.
· Qualitative research into student attitudes towards Staffordshire University Union of Students.
· Omnibus Survey Semester 1 1997/98.





























PROJECT PLANNER

TASK ONE: RESEARCH PROPOSAL Deadline 9th March (Kim)

MEETING WITH CLIENT: Initial meeting: 9th February
Further meeting : 13th February
17th February
25th February
15th March
17th March

FOCUS GROUPS: Independents: Student Centre, 3rd March (Nikki)
Dependants: Cooler, 13th February (Gill)

QUESTIONNAIRE PREPARATION:
Distribution w.c.16.3.98
Tuesday afternoon
Wednesday evening
Friday morning

PILOT OF QUESTIONNAIRE:
To be held in tutorial 17th March

Each group member to have one site to conduct questionnaire

ANALYSIS OF DATA:
Coding: Claire
Inputting to SPSS: Gill
Analysis: Nikki


REPORT WRITING: Kim


















CUSTOMER ATTITUDE AND BEHAVIOUR QUESTIONNAIRE

This questionnaire has been constructed through intense consultations with the client and the marketing research group to gain information that can and will be analysed to provide knowledge concerning the attitudes and behavioural patterns of both users and non-users of the Cooler bar in the Student Union, Maryland Street, Liverpool.

The information collected will be confidential and of interest to both the Student Union Marketing Unit and the management of the Cooler Bar.

Section A - About Yourself

1) Which age bracket do you fall into?

Under 20 o
20 - 24 o
25 - 29 o
30 - 34 o
35+ o

2) What is your gender?

Male o
Female o

3) Are you studying:

Full - time sandwich o Part - time evening o
Full - time o Part - time day and evening o
Part - time day o Block Release o
Other (Please Specify)_________


4) To which site of the university do you belong?

Blackburne Place o
Byrom Street o
Clarence Street o
Dean Walters o
Hope Street o
I.M. Marsh o
Joe H Makin Centre o
John Foster Building o
Josephine Butler o
Mountford Building o
Myrtle Street o
St Nicholas o
Tithebarn Street o
Trueman Street o
Other (Please specify)_________

5) What level of study are you on?

Level One o
Level Two o
Level Three o
Placement o
Postgraduate o
Professional o
Other (Please specify)___________





6) Are you a user of the Cooler?

Yes o Go to Section B
No o Go to Section C

Section B - Users of the Cooler

7) How often do you visit the Cooler?

At least once a day o
2 - 3- times a week o
Once a week o
Once a fortnight o
Once a month o
Other o

8) If the Cooler was not associated with the Student Union would you still use it?

Yes o
No o

9) Are you aware food is served until 7.00pm?

Yes o
No o







10) When on a ‘bar hop’ do you include the Cooler as one of the venues?

Yes o
Starting point only o

Finishing point only o
No o


11) At what time do you most frequently visit the Cooler?
(Please tick one box only)

Morning 8.30 - 11.30 o
Lunch 11.30 - 1.30 o
Afternoon 1.30 - 4.30 o
Evening 4.30 - 7.30 o
Night 7.30 - Close o

12) What is your main reason for using the Cooler?
(Please tick one box only)

Meeting Place o
Eating Place o
Socialising o
Special Events (Organised by Cooler) o
Special Occasion (Organised by student) o







13) What attracts you to the Cooler?
(Please tick one only)

Comfort o
Convenience o
Clientele o
Atmosphere o
Value for Money o
Other(Please specify)______________________


14) How satisfied are you with the following factors:
(Please tick one box for every factor)
Very Satisfied Neutral Dissatisfied Very
Satisfied Dissatisfied

Speed of service o o o o o
Quality of service o o o o o
Cleanliness o o o o o
Value for money o o o o o
Seating availability o o o o o
Decor o o o o o
Staff Courtesy o o o o o
Events organised o o o o o
by Cooler

Thank you users of the Cooler

Section C - Non-users of the Cooler

15) How likely is it that the following factors have prevented you from using the Cooler?
(Please tick one box for every factor)
Very Unlikely Neutral Likely Very
Unlikely Likely

Distance (to Campus) o o o o o
Intimidation o o o o o
Peer pressure o o o o o
Finance o o o o o
Fashion/trend o o o o o
Personal taste o o o o o
Music o o o o o
Atmosphere o o o o o
Service o o o o o

16) In your own opinion, what significant change would you make to the Cooler?
(Please indicate only one key change)

------------------------------------------------------------------------------------------------------------------------------------------------------------------

17) If this change was implemented would you use the Cooler?

Yes o
No o




18) If the product brands and events held in the Cooler were advertised more would it entice you to use the bar?

Yes o
No o
19) Are you aware of the product brands offered by the Cooler?

Yes o
No o

20) Are you aware of all the events held in the Cooler?

Yes o
No o

Thank you for your help




Focus Group 1

Meeting between client Julian Ullah and Claire Taylor



Claire: What kind of information do you want as a result of the market research.
Julian: Basically I need you to update the customer satisfaction survey started in September and also to find some additional
information about the students attitudes and perceptions
and if there are any patterns to their behaviour.
Claire: Do you want us to survey only those students who regularly
use the ‘Cooler’?
Julian: No, I need to find out who is not using the bar and why not.
This therefore means finding out who is not using the bar and questioning them as well.
Claire: Of those that are using the bar is there anything other than customer satisfaction that you would like us to address?
Julian: Yes, I need to know how the students feel about the ‘Cooler’. For example, would they use the ‘Cooler’ if it was not a student union bar?
Claire: Anything else?
Julian: No, not really but it would be helpful to know how much the students know about the services and brands that are offered without making it look like you’re advertising.
Claire: We can give it a try and see the response to that type of question when we test the sample.
Is there anything else you need to tell us? If not we will be back in touch when the other focus groups have been completed.
Julian: No, I think that is everything for now.










Focus Group 2

Meeting between dependants and Nikki Holmes

Meeting held in the ‘Cooler’ bar on Friday 13th February at 11.00am

Table 1: 2 Females
Nikki: How often do you come to the ‘Cooler’?
1st Female: Most days.
2nd Female: We usually come for our breakfast when we have got an
early lecture.
Nikki: Do you come at any other time?
2nd Female: In the afternoon if we are killing time before our next lecture.
1st Female: We come on a Wednesday night if we can’t afford to go to ‘Cream’
Nikki: Do you meet up with your friends at ‘Cream?’
1st Female: No, we will meet here or ‘Slaters’ and then go on later.
Nikki: How does the ‘Cooler’ make you feel?
1st Female: During the day or night?
Nikki: Both.

1st Female: During the day it makes me feel relaxed, comfortable.
At night it makes me happy and relaxed.
2nd Female: It can be a bit loud, but it is a relaxed atmosphere.



Table 2: 3 Males

Nikki: How often do you come to the ‘Cooler’?
1st Male: About 3 times a week.
2nd Male: About the same.
3rd Male: I’m in here most afternoons.
Nikki: Do you come at any other time?
2nd Male: I come when there is live football on.
3rd Male: I do sometimes, if I am in university on that day.
1st Male: I will come to the football if I’m already in, but if not I
don’t bother because it is too much hassle to get home as I live over the water.
Nikki: How does the ‘Cooler’ make you feel?
1st Male: Skint! No it’s all right, comfortable.
2nd Male: It is relaxed although it can get really busy especially
when their is a special promotion on.
3rd Male: Depends whose playing ha ha.
Nikki: Is there anything that would make you use it more?
3rd Male: Free beer!
2nd Male: I never know what’s going to be happening, there are flyers being given out but they always seem to be for Cream or Heaven.
3rd Male: Yes, they need to advertise it better.
1st Male: I would come more if they picked me up and took me home.

Table 3: 2 Females

Nikki: How often do you use the ‘Cooler’?
1st Female: Usually just in the morning when I’m in university.
2nd Female: Now and again but mostly I’ll have my breaks in the student centre.
Nikki: Do you come at any other time?
1st Female: No.
2nd Female: No not really.
Nikki: How does it make you feel?
2nd Female: Cold, and vulnerable.
1st Female: The other side is too dark and oppressive (side with serving bar for food.)
2nd Female: You can feel a bit intimidated, especially if you are on your own.
Nikki: Is there anything that would make you come more often?
1st Female: I don’t think so I prefer my local if I’m going out socially.
2nd Female: The bar next door is a bit more to my liking.

Table 4: 3Males/1Female
Nikki: How often do you use the ‘Cooler’?
Female: Every day.
1st Male: Almost every day
2nd Male: I’m either in here or playing pool in the other section.
3rd Male: I come in when I’m at university but I don’t make a special journey.
Nikki: Do you come at any other time?
2nd Male: When the football is on.
1st Male: What usually happens, is we come in for a quick drink before we go home and end up staying for hours.
Female: I used to come a lot when I first started university, when everyone is trying to get to know each other, but I think the novelty has worn off a bit.
Nikki: How does the ‘Cooler’ make you feel?
2nd Male: Relaxed.
3rd Male: Squashed.
1st Male: Relaxed/comfortable.
Female: Relaxed /safe.
Nikki: Is there anything that would make you use it more?
3rd Male: It's a pity they can’t make it bigger like the Guild.
2nd Male: Yes, it's not like some of the other union bars I have been to where they have bands on.
Female: I like it the way it is, it's busy enough as it is.

Focus Group 3

Meeting between independents and Gillian Hunter

Meeting held in the Student Centre on Tuesday 3rd March at 11.00am

Table 1: 2 Males
Gillian: Do you ever use the ‘Cooler’ bar in the student union?
1st Male: Yes, I go quite a lot.
2nd Male: I go during the day, but I have only been once at night.
1st Male: I don’t go at night, I usually just go to the pub.
Gillian: Why don’t you go at night?
1st Male: My friends wouldn’t go to the ‘Cooler’. None of my mates at
home are students, so they probably wouldn’t like it.
2nd Male: I’ll go if it's an arranged night out.
Gillian: How does it make you feel?
1st Male: Relaxed in the day. At night it's a bit deafening.
2nd Male Comfortable.
Gillian: Are there any changes that would make you use the ‘Cooler’,
say in the evening.
2nd Male: Maybe theme nights like ‘Burns’ night for instance. They might already do them for all I know.
1st Male: Promotion on the draught beers.

Table 2: 2 Females

Gillian: Do you ever use the ‘Cooler’ bar in the student union.
1st Female: No.
2nd Female: No, not really I feel uncomfortable.
Gillian: Why have you never been?
1st Female: I suppose I feel a little intimidated because of my age.
2nd Female: I have been but you do get the feeling it's more for the youngsters.
Gillian: How did it make you feel?
2nd Female: It makes you feel, like when you walk in everyone is thinking
she’s looking for her daughter or son.
Gillian: What changes could be made that would make you use it more often?
1st Female: Nothing really, perhaps free food and drink might tempt me.
2nd Female: I will go for lunch one day. I hear they do nice food.

Table 3: 3Males / 2Females

Gillian: Do you use the ‘Cooler’ bar in the student union?
1st/2nd
Male: Yes.
Female: Yes.
3rd Male: No.
Gillian: What time of day do you use the bar?
1st/2nd
Male: Lunch-time and sometimes mid afternoon.
Female: The same as them.
Gillian: Why don’t you use the bar at any other time?
3rd Male: I’m only here part-time so I usually just go straight
home.
1st/2nd
Male: We are on a part-time course as well, but will sometimes
go over for lunch or a quick pint.
Female: I don’t mind going for lunch but I would feel stupid going
at night.
Gillian: How does it make you feel?
1st Male: Friendly.
2nd Males. Relaxed It's got a nice atmosphere.
Female: Comfortable as long as we get seats in the non smoking bit.
Gillian: Are there any changes that would make you want to go say early evening or at night?
Female: Not really. With only being part-time I don’t really feel like a ‘proper’ student.
1st/2nd
Male: If there was a special night that the whole class was going to,
I would probably go then.

Table 4: 1Male / 1Female

Gillian: Do you use the ‘Cooler’ bar in the student union?
Male: Yes.
Female: Yes.
Gillian: When do you go to the ‘Cooler’?
Female: About 3 times a week for lunch and usually on a Friday
we all meet up for a drink.
Male: I sometimes eat there. I also go to the football nights.
Gillian: How does it make you feel?
Female: Lively! Relaxed.
Male: Comfortable The prices are reasonable so that makes me happy.
Gillian: Can you think of anything that could be improved?
Female: It could be promoted a bit better.
Male: More tables and chairs.




































CODING OF THE DATA

AGE 1 = Under 20
2 = 20 - 24
3 = 25 - 29
4 = 30 - 34
5 = 35+

GENDER 1 = Male
2 = Female

TYPE OF COURSE 1 = Full - time sandwich
2 = Full - time
3 = Part - time day
4 = Part - time evening
5 = Part - time day and evening
6 = Block release
7 = Other

SITE 1 = Blackburne Place
2 = Byrom Street
3 = Clarence Street
4 = Dean Walters
5 = Hope Street
6 = I.M. Marsh
7 = Joe H Makin Centre
8 = John Foster Building
9 = Josephine Butler
10 = Mountford building
11 = Myrtle Street
12 = St Nicholas
13 = Tithebarn Street
14 = Trueman Street
15 = Other

LEVEL OF STUDY 1 = Level One
2 = Level Two
3 = Level Three
4 = Placement
5 = Postgraduate
6 = Professional
7 = Other

USER OF THE COOLER 1 = Yes
2 = No

VISITS TO THE COOLER 1 = At least once a day
2 = 2 - 3 times a week
3 = Once a week
4 = Once a fortnight
5 = Once a month
6 = Other

USE IF NOT PART 1 = Yes
OF UNION 2 = No

AWARENESS OF FOOD 1 = Yes
2 = No

USE ON A ‘BAR HOP’ 1 = Yes
2 = Starting point only
3 = Finishing point only
4 = No

TIME OF VISIT 1 = Morning
TO COOLER 2 = Lunch
3 = Afternoon
4 = Evening
5 = Night

REASON FOR USE 1 = Meeting place
OF COOLER 2 = Eating place
3 = Socialising
4 = Special Event
5 = Special Occasion




ATTRACTION OF 1 = Comfort
COOLER 2 = Convenience
3 = Clientele
4 = Atmosphere
5 = Value for money

SPEED OF SERVICE 1 = Very satisfied
2 = Satisfied
3 = Neutral
4 = Dissatisfied
5 = Very Dissatisfied

QUALITY OF SERVICE 1 = Very satisfied
2 = Satisfied
3 = Neutral
4 = Dissatisfied
5 = Very Dissatisfied

CLEANLINESS 1 = Very satisfied
2 = Satisfied
3 = Neutral
4 = Dissatisfied
5 = Very Dissatisfied

VALUE FOR MONEY 1 = Very satisfied
2 = Satisfied
3 = Neutral
4 = Dissatisfied
5 = Very Dissatisfied

SEATING AVAILABILITY 1 = Very satisfied
2 = Satisfied
3 = Neutral
4 = Dissatisfied
5 = Very Dissatisfied

DECOR 1 = Very satisfied
2 = Satisfied
3 = Neutral
4 = Dissatisfied
5 = Very Dissatisfied

STAFF COURTESY 1 = Very satisfied
2 = Satisfied
3 = Neutral
4 = Dissatisfied
5 = Very Dissatisfied

EVENTS 1 = Very satisfied
2 = Satisfied
3 = Neutral
4 = Dissatisfied
5 = Very Dissatisfied

DISTANCE 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely

INTIMIDATION 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely

PEER PRESSURE 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely

FINANCE 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely



FASHION/TREND 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely
PERSONAL TASTE 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely

MUSIC 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely

ATMOSPHERE 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely

SERVICE 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely

CHANGES 1 = Variety of music
2 = Shuttle bus
3 = More open space
4 = Guest D.J’s
5 = Happy hours

IMPLEMENTATION 1 = Yes
2 = No

USE IF BETTER 1 = Yes
ADVERTISED 2 = No

AWARENESS OF BRANDS 1 = Yes
2 = No

AWARENESS OF EVENTS 1 = Yes
2 = No




Summary of Data
Section B


AGE


Valid Cum
Value Label Value Frequency Percent Percent Percent

under 20 1.00 39 21.0 21.0 21.0
20 - 24 2.00 88 47.3 47.3 68.3
25 - 29 3.00 30 16.1 16.1 84.4
30 - 34 4.00 26 14.0 14.0 98.4
35+ 5.00 3 1.6 1.6 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.280 Median 2.000 Mode 2.000
Std dev 1.001 Skewness .655 S E Skew .178
Sum 424.000


Valid cases 186 Missing cases 0

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -


ATTRACTS Attraction

Valid Cum
Value Label Value Frequency Percent Percent Percent

Comfort 1.00 6 3.2 3.2 3.2
Convenience 2.00 58 31.2 31.2 34.4
Clientele 3.00 32 17.2 17.2 51.6
Atmosphere 4.00 37 19.9 19.9 71.5
Value for money 5.00 50 26.9 26.9 98.4
Other 6.00 3 1.6 1.6 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 3.409 Median 3.000 Mode 2.000
Std dev 1.305 Skewness .033 S E Skew .178
Sum 634.000


Valid cases 186 Missing cases 0





AWARE Awareness


Valid Cum
Value Label Value Frequency Percent Percent Percent

Yes 1.00 110 59.1 59.1 59.1
No 2.00 74 39.8 39.8 98.9
3.00 1 .5 .5 99.5
4.00 1 .5 .5 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 1.425 Median 1.000 Mode 1.000
Std dev .537 Skewness .938 S E Skew .178
Sum 265.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -


BAR Bar Hop


Valid Cum
Value Label Value Frequency Percent Percent Percent

Yes 1.00 56 30.1 30.1 30.1
Starting point only 2.00 70 37.6 37.6 67.7
Finishing point only 3.00 20 10.8 10.8 78.5
No 4.00 40 21.5 21.5 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.237 Median 2.000 Mode 2.000
Std dev 1.104 Skewness .493 S E Skew .178
Sum 416.000


Valid cases 186 Missing cases 0




CLEAN Clean


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Satisfied 1.00 22 11.8 11.8 11.8
Satisfied 2.00 74 39.8 39.8 51.6
Neutral 3.00 61 32.8 32.8 84.4
Dissatisfied 4.00 16 8.6 8.6 93.0
Very Dissatisfied 5.00 13 7.0 7.0 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.591 Median 2.000 Mode 2.000
Std dev 1.037 Skewness .620 S E Skew .178
Sum 482.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -


COURSE Course


Valid Cum
Value Label Value Frequency Percent Percent Percent

Full - Time Sandwich 1.00 28 15.1 15.1 15.1
Full - Time 2.00 108 58.1 58.1 73.1
Part - Time Day 3.00 32 17.2 17.2 90.3
Part - Time day even 4.00 10 5.4 5.4 95.7
Part - Time day and 5.00 6 3.2 3.2 98.9
Block Release 6.00 1 .5 .5 99.5
Other 7.00 1 .5 .5 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.274 Median 2.000 Mode 2.000
Std dev .989 Skewness 1.594 S E Skew .178
Sum 423.000


Valid cases 186 Missing cases 0




DECOR Decor


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Satisfied 1.00 38 20.4 20.4 20.4
Satisfied 2.00 89 47.8 47.8 68.3
Neutral 3.00 36 19.4 19.4 87.6
Dissatisfied 4.00 13 7.0 7.0 94.6
Very Dissatisfied 5.00 10 5.4 5.4 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.290 Median 2.000 Mode 2.000
Std dev 1.041 Skewness .936 S E Skew .178
Sum 426.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -



EVENTS Events


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Satisfied 1.00 25 13.4 13.4 13.4
Satisfied 2.00 54 29.0 29.0 42.5
Neutral 3.00 46 24.7 24.7 67.2
Dissatisfied 4.00 31 16.7 16.7 83.9
Very Dissatisfied 5.00 30 16.1 16.1 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.930 Median 3.000 Mode 2.000
Std dev 1.282 Skewness .210 S E Skew .178
Sum 545.000


Valid cases 186 Missing cases 0




GENDER Gender


Valid Cum
Value Label Value Frequency Percent Percent Percent

Male 1.00 95 51.1 51.1 51.1
Female 2.00 91 48.9 48.9 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 1.489 Median 1.000 Mode 1.000
Std dev .501 Skewness .043 S E Skew .178
Sum 277.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -










LEVEL Level


Valid Cum
Value Label Value Frequency Percent Percent Percent

Level one 1.00 54 29.0 29.0 29.0
Level two 2.00 85 45.7 45.7 74.7
Level three 3.00 33 17.7 17.7 92.5
Placement 4.00 2 1.1 1.1 93.5
Postgraduate 5.00 2 1.1 1.1 94.6
Professional 6.00 8 4.3 4.3 98.9
Other 7.00 2 1.1 1.1 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.167 Median 2.000 Mode 2.000
Std dev 1.243 Skewness 1.898 S E Skew .178
Sum 403.000


Valid cases 186 Missing cases 0





QUALITY Quality


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Satisfied 1.00 18 9.7 9.7 9.7
Satisfied 2.00 89 47.8 47.8 57.5
Neutral 3.00 57 30.6 30.6 88.2
Dissatisfied 4.00 11 5.9 5.9 94.1
Very Dissatisfied 5.00 11 5.9 5.9 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.505 Median 2.000 Mode 2.000
Std dev .960 Skewness .874 S E Skew .178
Sum 466.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -



REASON Reason


Valid Cum
Value Label Value Frequency Percent Percent Percent

Meeting Place 1.00 44 23.7 23.7 23.7
Eating Place 2.00 46 24.7 24.7 48.4
Socialising 3.00 61 32.8 32.8 81.2
Special Event 4.00 27 14.5 14.5 95.7
Special Occasion 5.00 8 4.3 4.3 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.511 Median 3.000 Mode 3.000
Std dev 1.131 Skewness .234 S E Skew .178
Sum 467.000


Valid cases 186 Missing cases 0



SEATING Seating


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Satisfied 1.00 9 4.8 4.8 4.8
Satisfied 2.00 36 19.4 19.4 24.2
Neutral 3.00 59 31.7 31.7 55.9
Dissatisfied 4.00 50 26.9 26.9 82.8
Very Dissatisfied 5.00 32 17.2 17.2 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 3.323 Median 3.000 Mode 3.000
Std dev 1.117 Skewness -.123 S E Skew .178
Sum 618.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -



SITE Site


Valid Cum
Value Label Value Frequency Percent Percent Percent

Blackburne Place 1.00 7 3.8 3.8 3.8
Byrom Street 2.00 38 20.4 20.4 24.2
Clarence Street 3.00 7 3.8 3.8 28.0
Dean Walters 4.00 7 3.8 3.8 31.7
Hope Street 5.00 8 4.3 4.3 36.0
I.M Marsh 6.00 15 8.1 8.1 44.1
John Foster Building 8.00 55 29.6 29.6 73.7
Josephine Butler 9.00 2 1.1 1.1 74.7
Mountford Building 10.00 5 2.7 2.7 77.4
Myrtle Street 11.00 4 2.2 2.2 79.6
St Nicholas 12.00 5 2.7 2.7 82.3
Tithebarn Street 13.00 5 2.7 2.7 84.9
Trueman Street 14.00 28 15.1 15.1 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 7.156 Median 8.000 Mode 8.000
Std dev 4.203 Skewness .240 S E Skew .178
Sum 1331.000


Valid cases 186 Missing cases 0




SPEED Speed of Service


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Satisfied 1.00 31 16.7 16.7 16.7
Satisfied 2.00 96 51.6 51.6 68.3
Neutral 3.00 39 21.0 21.0 89.2
Dissatisfied 4.00 11 5.9 5.9 95.2
Very Dissatisfied 5.00 9 4.8 4.8 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.306 Median 2.000 Mode 2.000
Std dev .980 Skewness .991 S E Skew .178
Sum 429.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

STAFF Staff


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Satisfied 1.00 32 17.2 17.2 17.2
Satisfied 2.00 76 40.9 40.9 58.1
Neutral 3.00 52 28.0 28.0 86.0
Dissatisfied 4.00 9 4.8 4.8 90.9
Very Dissatisfied 5.00 16 8.6 8.6 99.5
21.00 1 .5 .5 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.565 Median 2.000 Mode 2.000
Std dev 1.749 Skewness 6.531 S E Skew .178
Sum 477.000


Valid cases 186 Missing cases 0





TIME Time


Valid Cum
Value Label Value Frequency Percent Percent Percent

Morning 1.00 8 4.3 4.3 4.3
Lunch 2.00 58 31.2 31.2 35.5
Afternoon 3.00 40 21.5 21.5 57.0
Evening 4.00 16 8.6 8.6 65.6
Night 5.00 64 34.4 34.4 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 3.376 Median 3.000 Mode 5.000
Std dev 1.347 Skewness .038 S E Skew .178
Sum 628.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -



UNION Union


Valid Cum
Value Label Value Frequency Percent Percent Percent

Yes 1.00 80 43.0 43.0 43.0
No 2.00 106 57.0 57.0 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 1.570 Median 2.000 Mode 2.000
Std dev .496 Skewness -.285 S E Skew .178
Sum 292.000


Valid cases 186 Missing cases 0






USER User


Valid Cum
Value Label Value Frequency Percent Percent Percent

Yes 1.00 186 100.0 100.0 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 1.000 Mode 1.000 Std dev .000
Sum 186.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -


VALUE Value


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Satisfied 1.00 40 21.5 21.5 21.5
Satisfied 2.00 87 46.8 46.8 68.3
Neutral 3.00 36 19.4 19.4 87.6
Dissatisfied 4.00 13 7.0 7.0 94.6
Very Dissatisfied 5.00 10 5.4 5.4 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.280 Median 2.000 Mode 2.000
Std dev 1.049 Skewness .925 S E Skew .178
Sum 424.000


Valid cases 186 Missing cases 0




VISITS Visits


Valid Cum
Value Label Value Frequency Percent Percent Percent

At least once a day 1.00 25 13.4 13.4 13.4
2 - 3 times a week 2.00 79 42.5 42.5 55.9
Once a week 3.00 43 23.1 23.1 79.0
Once a fortnight 4.00 21 11.3 11.3 90.3
Once a month 5.00 9 4.8 4.8 95.2
Other 6.00 9 4.8 4.8 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.661 Median 2.000 Mode 2.000
Std dev 1.264 Skewness .986 S E Skew .178
Sum 495.000


Valid cases 186 Missing cases 0














Summary of Data
Section c






ADVERT


Valid Cum
Value Label Value Frequency Percent Percent Percent

yes 1.00 31 46.3 46.3 46.3
no 2.00 36 53.7 53.7 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


-
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

AGE


Valid Cum
Value Label Value Frequency Percent Percent Percent

under 20 1.00 18 26.9 26.9 26.9
20 -24 2.00 22 32.8 32.8 59.7
25-29 3.00 13 19.4 19.4 79.1
30-34 4.00 7 10.4 10.4 89.6
35+ 5.00 7 10.4 10.4 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -


ATMOS


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Unlikely 1.00 16 23.9 23.9 23.9
Unlikely 2.00 13 19.4 19.4 43.3
Neutral 3.00 19 28.4 28.4 71.6
Likely 4.00 9 13.4 13.4 85.1
Very Likely 5.00 10 14.9 14.9 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0

-----------------------------------------------------------------
AWARE


Valid Cum
Value Label Value Frequency Percent Percent Percent

yes 1.00 31 46.3 46.3 46.3
no 2.00 36 53.7 53.7 100.0
------- ------- -------
Total 67 100.0 100.0
Valid cases 67 Missing cases 0
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -


BRANDS


Valid Cum
Value Label Value Frequency Percent Percent Percent

yes 1.00 24 35.8 35.8 35.8
no 2.00 43 64.2 64.2 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

CHANGES


Valid Cum
Value Label Value Frequency Percent Percent Percent

music nights 1.00 11 16.4 16.4 16.4
shuttle bus 2.00 8 11.9 11.9 28.4
more open space 3.00 16 23.9 23.9 52.2
guest D.J's 4.00 13 19.4 19.4 71.6
happy hour 5.00 19 28.4 28.4 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0

----------------------------------------------------------------------

COURSE


Valid Cum
Value Label Value Frequency Percent Percent Percent

full - time sandwich 1.00 10 14.9 14.9 14.9
full - time 2.00 25 37.3 37.3 52.2
part - time day 3.00 13 19.4 19.4 71.6
part - time evening 4.00 8 11.9 11.9 83.6
part - time day & ev 5.00 5 7.5 7.5 91.0
block release 6.00 3 4.5 4.5 95.5
other 7.00 3 4.5 4.5 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
DISTANCE


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very unlikely 1.00 20 29.9 29.9 29.9
Unlikely 2.00 10 14.9 14.9 44.8
Neutral 3.00 16 23.9 23.9 68.7
Likely 4.00 6 9.0 9.0 77.6
Very Likely 5.00 15 22.4 22.4 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0

-----------------------------------------------------------------------









FASHION


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Unlikely 1.00 11 16.4 16.4 16.4
Unlikely 2.00 20 29.9 29.9 46.3
Neutral 3.00 17 25.4 25.4 71.6
Likely 4.00 7 10.4 10.4 82.1
Very Likely 5.00 12 17.9 17.9 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -



FINANCE


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Unlikely 1.00 15 22.4 22.4 22.4
Unlikely 2.00 13 19.4 19.4 41.8
Neutral 3.00 17 25.4 25.4 67.2
Likely 4.00 10 14.9 14.9 82.1
Very Likely 5.00 12 17.9 17.9 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -



GENDER


Valid Cum
Value Label Value Frequency Percent Percent Percent

male 1.00 32 47.8 47.8 47.8
female 2.00 35 52.2 52.2 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


------------------------------------------------------------------------

IMPLEM


Valid Cum
Value Label Value Frequency Percent Percent Percent

yes 1.00 38 56.7 56.7 56.7
no 2.00 29 43.3 43.3 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -








INTIM


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Unlikely 1.00 32 47.8 47.8 47.8
Unlikely 2.00 20 29.9 29.9 77.6
Neutral 3.00 9 13.4 13.4 91.0
Likely 4.00 2 3.0 3.0 94.0
Very Likely 5.00 3 4.5 4.5 98.5
13.00 1 1.5 1.5 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

LEVEL


Valid Cum
Value Label Value Frequency Percent Percent Percent

Level One 1.00 15 22.4 22.4 22.4
Level Two 2.00 13 19.4 19.4 41.8
Level Three 3.00 14 20.9 20.9 62.7
Placement 4.00 8 11.9 11.9 74.6
Postgraduate 5.00 4 6.0 6.0 80.6
Professional 6.00 8 11.9 11.9 92.5
Other 7.00 5 7.5 7.5 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0

-----------------------------------------------------------------------


MUSIC Music


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very unlikely 1.00 11 16.4 16.4 16.4
Unlikely 2.00 12 17.9 17.9 34.3
Neutral 3.00 12 17.9 17.9 52.2
Likely 4.00 11 16.4 16.4 68.7
Very likely 5.00 21 31.3 31.3 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

PRESSURE


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Unlikely 1.00 28 41.8 41.8 41.8
Unlikely 2.00 17 25.4 25.4 67.2
Neutral 3.00 12 17.9 17.9 85.1
Likely 4.00 8 11.9 11.9 97.0
Very Likely 5.00 1 1.5 1.5 98.5
15.00 1 1.5 1.5 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

SERVICE


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Unlikely 1.00 26 38.8 38.8 38.8
Unlikely 2.00 12 17.9 17.9 56.7
Neutral 3.00 17 25.4 25.4 82.1
Likely 4.00 8 11.9 11.9 94.0
Very Likely 5.00 4 6.0 6.0 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0

----------------------------------------------------------------------
SITE


Valid Cum
Value Label Value Frequency Percent Percent Percent

Blackburne Place 1.00 5 7.5 7.5 7.5
Byrom Street 2.00 13 19.4 19.4 26.9
Clarence Street 3.00 8 11.9 11.9 38.8
Dean Walters 4.00 3 4.5 4.5 43.3
Hope Street 5.00 4 6.0 6.0 49.3
I.M.Marsh 6.00 3 4.5 4.5 53.7
Joe H Makin Centre 7.00 3 4.5 4.5 58.2
John Foster Building 8.00 12 17.9 17.9 76.1
Josephine Butler 9.00 3 4.5 4.5 80.6
Myrtle Street 11.00 1 1.5 1.5 82.1
St Nicholas 12.00 1 1.5 1.5 83.6
Tithebarn Street 13.00 3 4.5 4.5 88.1
Trueman Street 14.00 6 9.0 9.0 97.0
Other 15.00 2 3.0 3.0 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -



TASTE


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Unlikely 1.00 11 16.4 16.4 16.4
Unlikely 2.00 8 11.9 11.9 28.4
Neutral 3.00 14 20.9 20.9 49.3
Likely 4.00 11 16.4 16.4 65.7
Very Likely 5.00 23 34.3 34.3 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0

USER


Valid Cum
Value Label Value Frequency Percent Percent Percent

no 2.00 67 100.0 100.0 100.0
------- ------- -------
Total 67 100.0 100.0

--------------------------------------



T-Test for Section B


- - - t-tests for paired samples - - -


Number of 2-tail
Variable pairs Corr Sig Mean SD SE of Mean
--------------------------------------------------------------------------
SITE Site 7.1559 4.203 .308
186 -.095 .198
VISITS Visits 2.6613 1.264 .093
--------------------------------------------------------------------------


Paired Differences |
Mean SD SE of Mean | t-value df 2-tail Sig
----------------------------------|-------------------------------------
4.4946 4.503 .330 | 13.61 185 .000
95% CI (3.843, 5.146) |

Number of 2-tail
Variable pairs Corr Sig Mean SD SE of Mean
--------------------------------------------------------------------------
LEVEL Level 2.1667 1.243 .091
186 .058 .429
REASON Reason 2.5108 1.131 .083
--------------------------------------------------------------------------


Paired Differences |
Mean SD SE of Mean | t-value df 2-tail Sig
----------------------------------|-------------------------------------
-.3441 1.631 .120 | -2.88 185 .004
95% CI (-.580, -.108) |











Chi for section B



GENDER Gender by SITE Site

SITE Page 1 of 3
Count |
|Blackbur Byrom St Clarence Dean Wal Hope Str
|ne Place reet Street ters eet Row
| 1.00| 2.00| 3.00| 4.00| 5.00| Total
GENDER --------+--------+--------+--------+--------+--------+
1.00 | 3 | 22 | 3 | 5 | 4 | 95
Male | | | | | | 51.1
+--------+--------+--------+--------+--------+
2.00 | 4 | 16 | 4 | 2 | 4 | 91
Female | | | | | | 48.9
+--------+--------+--------+--------+--------+
Column 7 38 7 7 8 186
(Continued) Total 3.8 20.4 3.8 3.8 4.3 100.0


GENDER Gender by SITE Site

SITE Page 2 of 3
Count |
|I.M Mars John Fos Josephin Mountfor Myrtle S
|h ter Buil e Butler d Buildi treet Row
| 6.00| 8.00| 9.00| 10.00| 11.00| Total
GENDER --------+--------+--------+--------+--------+--------+
1.00 | 6 | 29 | 2 | 3 | 1 | 95
Male | | | | | | 51.1
+--------+--------+--------+--------+--------+
2.00 | 9 | 26 | | 2 | 3 | 91
Female | | | | | | 48.9
+--------+--------+--------+--------+--------+
Column 15 55 2 5 4 186
(Continued) Total 8.1 29.6 1.1 2.7 2.2 100.0






GENDER Gender by SITE Site

SITE page 3 of 3
Count |
|St Nicho Tithebar Trueman
|las n Street Street Row
| 12.00| 13.00| 14.00| Total
GENDER --------+--------+--------+--------+
1.00 | 2 | 4 | 11 | 95
Male | | | | 51.1
+--------+--------+--------+
2.00 | 3 | 1 | 17 | 91
Female | | | | 48.9
+--------+--------+--------+
Column 5 5 28 186
Total 2.7 2.7 15.1 100.0

Chi-Square Value DF Significance
-------------------- ----------- ---- ------------

Pearson 9.68661 12 .64343
Likelihood Ratio 10.69306 12 .55539
Mantel-Haenszel test for .87544 1 .34945
linear association

Minimum Expected Frequency - .978
Cells with Expected Frequency < 5 - 18 OF 26 ( 69.2%)



Number of Missing Observations: 0


Chi for section B


ATTRACTS Attraction by GENDER Gender

GENDER Page 1 of 1
Count |
|Male Female
| Row
| 1.00| 2.00| Total
ATTRACTS --------+--------+--------+
1.00 | 3 | 3 | 6
Comfort | | | 3.2
+--------+--------+
2.00 | 28 | 30 | 58
Convenience | | | 31.2
+--------+--------+
3.00 | 17 | 15 | 32
Clientele | | | 17.2
+--------+--------+
4.00 | 20 | 17 | 37
Atmosphere | | | 19.9
+--------+--------+
5.00 | 26 | 24 | 50
Value for money | | | 26.9
+--------+--------+
6.00 | 1 | 2 | 3
Other | | | 1.6
+--------+--------+
Column 95 91 186
Total 51.1 48.9 100.0

Chi-Square Value DF Significance
-------------------- ----------- ---- ------------

Pearson .76487 5 .97922
Likelihood Ratio .77136 5 .97882
Mantel-Haenszel test for .06022 1 .80616
linear association

Minimum Expected Frequency - 1.468
Cells with Expected Frequency < 5 - 4 OF 12 ( 33.3%)
Number of Missing Observations: 0
ANOVA’S for Section B



- - - - - O N E W A Y - - - - -


Variable QUALITY Quality
By Variable SPEED Speed of Service

Analysis of Variance


Sum of Mean F F
Source D.F. Squares Squares Ratio Prob.

Between Groups 4 18.7201 4.6800 5.5812 .0003
Within Groups 181 151.7746 .8385
Total 185 170.4946


- - - - - O N E W A Y - - - - -


Variable SEATING Seating
By Variable SPEED Speed of Service

Analysis of Variance


Sum of Mean F F
Source D.F. Squares Squares Ratio Prob.

Between Groups 4 .9018 .2254 .1776 .9497
Within Groups 181 229.7434 1.2693
Total 185 230.6452


- - - - - O N E W A Y - - - - -


Variable CLEAN Clean
By Variable SPEED Speed of Service

Analysis of Variance


Sum of Mean F F
Source D.F. Squares Squares Ratio Prob.

Between Groups 4 2.9379 .7345 .6782 .6079
Within Groups 181 196.0084 1.0829
Total 185 198.9462















T-Tests for Section C


- - - t-tests for paired samples - - -


Number of 2-tail
Variable pairs Corr Sig Mean SD SE of Mean
--------------------------------------------------------------------------
DISTANCE 2.7910 1.523 .186
67 .231 .060
SITE 6.3433 4.343 .531
--------------------------------------------------------------------------



Paired Differences |
Mean SD SE of Mean | t-value df 2-tail Sig
----------------------------------|-------------------------------------
-3.5522 4.258 .520 | -6.83 66 .000
95% CI (-4.591, -2.513) |









Number of 2-tail
Variable pairs Corr Sig Mean SD SE of Mean
--------------------------------------------------------------------------
LEVEL 3.2537 1.925 .235
67 .004 .975
PRESSURE 2.2388 1.931 .236
--------------------------------------------------------------------------


Paired Differences |
Mean SD SE of Mean | t-value df 2-tail Sig
----------------------------------|-------------------------------------
1.0149 2.722 .333 | 3.05 66 .003
95% CI (.351, 1.679) |




































ANOVA’S for Section C


Variable DISTANCE
By Variable SITE

Analysis of Variance


Sum of Mean F F
Source D.F. Squares Squares Ratio Prob.

Between Groups 4 25.3852 6.3463 4.6163 .0055
Within Groups 28 38.4936 1.3748
Total 32 63.8788







Variable FINANCE
By Variable SITE

Analysis of Variance


Sum of Mean F F
Source D.F. Squares Squares Ratio Prob.

Between Groups 4 12.8827 3.2207 1.6977 .1785
Within Groups 28 53.1173 1.8970
Total 32 66.0000






Variable TASTE
By Variable SITE

Analysis of Variance


Sum of Mean F F
Source D.F. Squares Squares Ratio Prob.

Between Groups 4 7.4177 1.8544 .7008 .5980
Within Groups 28 74.0974 2.6463
Total 32 81.5152
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Re: market research project - July 5th, 2008

well its gr8 u uploading usefull things but it wud be better if u cud do dis in a word file


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All of u plz read dis first

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Re: market research project - July 11th, 2008

If u hv word file plezz Upload here................... or mail me...
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Re: market research project - March 8th, 2009

good one.............................thanks..........
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Re: market research project - March 24th, 2009

i am studying pgabm at mum uni, plz upload this project for me
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market research project - March 25th, 2009

hi.....

i am doing MBA final yr.

i need the market research project.



plz send it at [email address] if possibe.


i need urgently.



bye.......



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Re: market research project - March 29th, 2009

its an amazing project. cant it be available in word form?


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Re: market research project - April 13th, 2009

hiiiiiiiiiii...pls send me info on research project on study of beer
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Re: market research project - July 12th, 2009

i need a word...doc file..ples help..also send me some good questionnaire format..if possible..for any product..for my marketing project
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Re: market research project - February 23rd, 2016

Quote:
Originally Posted by hii_bharti View Post
this is project by some students of liverpool university, good use of quantitative analysis is being done
Customer satisfaction survey addressing attitude and behavioural patterns of students who use, and do not use, the facilities of
The Cooler
J.M.U. Student Union,
Maryland Street,
Liverpool.

By
Nikki Holmes
Gillian Hunter
Claire Taylor
Jane Winter

Contents

Page
Executive Summary

1.0 Terms of Reference
1.1 Identification of the issues to be addressed 1
1.2 Aims of the analysis 1
1.3 Why choose The Cooler as a service to be analysed 1
1.4 Meeting with the client 2
1.5 Focus groups dependants and independents 2

2.0 Methodology 2
2.1 Sequential Stages of Market Research 2
2.2 Research Brief 2
2.3 Research Proposal 2
2.4 Data Collection 3
2.5 Data analysis and evaluation 3
2.6 Preparation and presentation of final report 3

3.0 Summary Analysis 3
3.1 Collection and sampling of data 3
3.2 Summary of questionnaire 4
3.3 The Cooler clientele and non-clientele information 4
3.4 Gender of users of The Cooler 4
3.5 Gender of non-users of The Cooler 4
3.6 Average age of users of The Cooler 4
3.7 Average age of non-users of the Cooler 4
3.8 Frequency of The Cooler users 4
3.9 Level of study of users 4
3.10 Level of Study of non-users 5
3.11 Site of study of users 5
3.12 Site of study of non-users 5

4.0 Exploratory analysis of Section B (Users) 5
4.1 Attractions of The Cooler 5
4.2 T-test Analysis for users of The Cooler 6
4.3 ANOVA’s for users of The Cooler 6

5.0 Exploratory Analysis of Section C (Non-users) 7
5.1 T-tests for non- users of The Cooler 7
5.2 ANOVA’S for non-users of The Cooler 7

6.0 Conclusions 7
6.1 Overall usage of The Cooler 7
6.2 Site of The Cooler users 8
6.3 Age groups of The Cooler users 8
6.4 Awareness of the brands offered and events held 8
6.5 Reason for use of The Cooler in the evening 8
6.6 Usage if not part of the Student Union 8
6.7 Why do some students not use The Cooler? 9

7.0 Recommendations 9
7.1 Music Nights 9
7.2 Introduction of a Shuttle Bus 9
7.3 More Open Space 9
7.4 Guest D.J’s 9
7.5 Happy Hours 9
7.6 Other Recommendations 10














Executive Summary

Identification of the issues to be addressed.

The Market Research that has been conducted by this marketing group has been carried out in order to discover the level of satisfaction and the attitudes and perceptions of students studying in Liverpool, towards J.M.U.’s Cooler Bar. The research was a live performance carried out to form part of an omnibus survey initiated by the marketing unit of the Liverpool Students Union at John Moores University The research has hopefully identified to our client any changes that he could make in order to improve the characteristics of The Cooler and to increase it’s market share.

Aims of the analysis

· To profile both the user’s and non - user’s of The Cooler bar to illustrate why those who use the bar do so and why those who don’t, don’t.
· To see what attracts certain people to the bar and what prevents others from wanting to use it.
· To discover which factors satisfy people and which ones do not, so that the appropriate alterations can be made in order to increase the level of customer satisfaction.

Meeting with the Client

An initial focus group was set up between this marketing group and the client, Julian Ullah. During this meeting the clients overall objectives and requirements were discussed, and further arrangements made for future dependent and independent focus groups to be set up before the questionnaire could be designed and distributed.

The Clients Objectives

· To establish who uses the services and why?
· Which markets are being reached and which are not?
· Is there a pattern to the usage of the bar?
· Is it rated alongside other establishments offering a similar service.
· Are the customers aware of the products on offer and the events held in The Cooler?
· What are the customer’s opinions of The Cooler?


Methods of Research

The survey will involve the use of a questionnaire which will be distributed using stratified random sampling to every third user of the libraries on the four biggest sites of the university. In addition the survey will be distributed at The Cooler itself.

Primary Data

Primary data will be in the form of the above mentioned client, dependent and independent focus groups and in the form of a carefully designed questionnaire.

Secondary Data

· Sections of Customer Satisfaction Survey from Liverpool Student Union September 1997.
· Research into Attitudes and Customer Satisfaction of Student Bars at Sheffield University March 1995.
· Qualitative Research into Students Attitudes towards Staffordshire University Union of Students.
· Omnibus survey semester one 1997/8.
Web sites.

Recommendations

· The Cooler might like to consider providing a shuttle bus from campuses to the bar to encourage students from other sites to use the bar on a more regular basis.
· The marketing unit should market The Cooler to mature students as well as to the younger ones.
· The brands available and the events held at The Cooler should be advertised more to entice more people to visit.
· The quality of the music played in The Cooler should be improved to give it more variation and to make it more appealing to all tastes. The introduction of guest D.J.’s may also help.
· A major problem highlighted by The Cooler user’s was the lack of open space, this was shown to actually put people off from visiting and so it is a problem that should definitely be dealt with.







































Customer satisfaction survey addressing attitude and behavioural patterns of students who use, and do not use, the facilities of
The Cooler
J.M.U. Student Union,
Maryland Street,
Liverpool.

1.0 Terms of Reference

1.1 Identification of the issues to be addressed
The following research is being undertaken in order to discover the
the level of satisfaction currently being achieved, and the attitudes and perceptions of the students towards The Cooler since its refurbishment. The Cooler is a cafe bar situated in the Haigh, the main student union building. It is famous for attracting students from all over the city and not just form J.M.U.

1.2 Aims of the analysis
The aims of the analysis are to profile the users and non-users of The Cooler, and examine hypotheses such as, who uses The Cooler and why, would the students use the bar if it was not associated with the Student Union. The analysis will also address the attitudes of the students to‘The Venue’ as compared with the attitudes to The Cooler. The research hopes to reveal if their is a pattern to the way The Cooler is used by the students and will be of particular interest to the management of The Cooler in order to see if initial objectives have been achieved.

1.3 Why choose The Cooler as a service to be analysed.
The service offered by The Cooler was chosen as the topic of investigation because it is a live subject and the research will form part of an ongoing survey by the Marketing Unit. All members of the group are users of The Cooler and therefore have first hand experience of the service offered. The research hopes to identify changes that will help our client improve the characteristics of The Cooler and increase market share.



1.4 Meeting with the client
An initial meeting was set up between the client, Julian Ullah, and group member Claire Taylor, where discussions took place
concerning the overall requirements needed for the market research to be operational. (Appendix 1) Further meetings were held with the client as documented in the planner. (Appendix 2)

1.4 Focus groups Independents and Dependants
Informal discussions took place between group members and dependant and independent students. The dependants being
current users and the independents being potential customers.
The thoughts and opinions of these groups would be vital to the
design of the questionnaire. Transcripts were taken of all meetings
including the meeting with the client.(Appendix 3)

2.0 Methodology

2.1 Sequential Stages of Marketing Research
Research Brief
â
Research proposal
â
Data collection
â
Data analysis and evaluation
â
Preparation and presentation of research report

2.2 Research Brief
The research brief is the foundation on which the whole investigation is based, as it decides the purpose and the direction the
research will take. The research brief was covered in paragraphs
1.1 to 1.4.

2.3 Research Proposal
The research proposal defines the objective of the research. This will include a description of the research design, including the
survey method, the type and size of sample it will also give a time scale.. The proposal looks to describe fundamental factors.
which could affect the validity and possibly the outcome of the research. (Appendix 1)

2.4 Data collection
The methodology used by the team for the collection of data was
a questionnaire. (Appendix 4) The questionnaire was designed
using input from relevant focus groups(Appendix 3) and
was then piloted by a tutorial group and relevant tutor to allow it to be critically analysed. Once the questionnaire had been amended it was ready to be used to collect the thoughts attitudes and opinions of J.M.U. students.

2.5 Data Analysis and Evaluation
The data collected will be processed using computer software, namely SPSS and then subjected to analysis using statistical tests e.g. Exploratory/ Descriptive, and hypothesis tests such as Chi Square, t-tests and ANOVA’S. The data will also be expressed in tabulation form so that the research findings can easily be communicated and understood by the client, Julian Ullah, Marketing Manager of JMU student union. The data will be evaluated to his benefit.

2.6 Preparation and Presentation of Final Report
A report will be produced presenting the findings of the study,
including any recommendations of improvement and any conclusions the team may have arrived at as a result of the survey. An executive summary will be produced alongside the weighty report to allow for the salient points of the report to be easily digested.

3.0 Summary Analysis

3.1 Collection and sampling of data
Over a period of four days (16th - 20th March), the marketing team sampled a population of 250 students. This is a 1.25 percent of approximate total student population of 20,000. Although this is only a small representation of the total population it is still a valid sample.
A stratified random sampling technique was used whereby every third person entering the four main library sites was interviewed.
Further interviews were conducted at The Cooler itself on the Wednesday evening of that week, again the stratified random sampling method was used.
A few minor problems were encountered whilst collecting the samples such as the original wording of the questionnaire was found
to be a little confusing, especially to those students who had never used The Cooler. However, the researchers quickly rectified the problem by re-phrasing the question to make it more comprehensible to the non-users. Also, the location of the sample sites proved to be a hindrance when collecting the data as students were reluctant to give up their time.

3.2 Summary of questionnaire data
250 coded questionnaires (Appendix 5)were subjected to a detailed frequency analysis. (Appendix 6)

3.3 The Cooler clientele and non-clientele information
Of the 250 students surveyed, 73.5% were users of The Cooler and 26.5% were non-users.

3.4 Gender of Students using The Cooler
Of those students who use the facilities of The Cooler 51.1% were Male and 48.9% were Female (Appendix 7)

3.5 Gender of those students not using The Cooler
Of those Students not using The Cooler 47.8% were Male and 52.2% were female.(Appendix 8)

3.6 Average age of users of The Cooler
The average age of users of The Cooler fell in age group 2 which represented 20 - 24 year olds (Appendix 9)

3.7 Average age of non-users of The Cooler
The average age of non-users was again age group 2.(Appendix 10)

3.8 Frequency of users of Cooler (section b on the questionnaire)
The analysis shows that of those students that use The Cooler
42.5% visited two - three times a week, this highlights the most popular usage. 23.1% of students used The Cooler once a week and 13.4 % visit at least once a day. (Appendix 11)


3.9 Level of study of users
Of the 73.5% of students who use The Cooler 29.0% were from Level One, 45.7% were from Level Two and 17.7% from Level Three. The remaining levels, including Placement, Postgraduate, Professional and other, fell between 4.3% and 1.1%. Thus making Level Two the most frequent user of The Cooler.(Appendix 12)

3.10 Level of study of non-users
The analysis shows the majority of non-users of The Cooler are from Level 1, 22.4%. 20.9% of those who do not use The Cooler are in level three of their chosen programme of study. (Appendix 13)

3.11 Site of Users
The analysis shows that the most frequent users of The Cooler are from sites John Foster Building, Byrom Street, Trueman Street and I.M. Marsh having a percentage use of 29.6%, 20.4%, 15.1% and 8.1% respectively. The other sites ranged from 1.1% to 4.3% (Appendix 11)

3.12 Site of study of non-users
Of the 67 surveyed who do not use The Cooler 19.4% were students at Byrom Street, 17.9% studied at the John Foster Building, and 11.9% at Clarence Street. The remainder of sites of study for non- users fell in a range from 9.0% to 1.5% (Appendix 13)

4.0 Exploratory Analysis of Section B

4.1 Attractions of The Cooler
This section will be analysed using Chi-Square.
Ho: there is no association between the attraction to the Cooler and gender (null hypothesis significance > 0.05)
H1: there is an association between the attraction to the Cooler and gender (alternative hypothesis significance< 0.05).
The table (appendix 14) indicates a Pearson value of 0.97922 therefore it is advised to accept the null-hypothesis which indicates that attraction to The Cooler is not associated with gender, and to reject the alternative hypothesis which states that there is an association between attraction to The Cooler and gender.

Ho: there is no association between the site of study of users and gender (null hypothesis significance> 0.05)
H1: there is an association between the site of study of users and gender (alternative hypothesis significance< 0.05)
Again accept the null hypothesis which states that there is no association between the site of study of users and gender, and reject the alternative hypothesis which indicates there is an association.
This advice is taken due to a Pearson Significance Value of 0.64343. (Appendix 14)


4.2 T-tests for paired samples
As the 2-tailed significance value for level of study and reason of use is 0.004, Ho rejected and H1 is accepted. This shows that the level of study of students is different to their reason of use.

Again the 2-tailed significance for site of study and frequency of visits is below 0.05 (.000), therefore Ho is rejected and H1 is accepted showing that site of study is different to frequency of visits.
(Appendix 14)

4.3 ANOVA’S for section B

As the significance value for the relationship between the two variables, quality of service and speed of service, is 0.003 the null hypothesis (Ho), indicating no relationship will be rejected and the alternative hypothesis (H1) would be accepted indicating there is a difference between the speed of service and quality.

For the test between the seating availability and the speed of service the significance value is 0.9497. As this is greater than 0.05 the alternative hypothesis (H1) will be rejected and the null hypothesis (Ho) accepted. This indicates there is no difference between the two factors.

The significance value for the relationship between cleanliness and the speed of service is 0.6079. This indicates that again the null hypothesis (H0) assuming no difference between the factors is accepted. The alternative hypothesis (H1)will be rejected.
(Appendix 14)








5.0 Exploratory Analysis of Section C

5.1 T-test for paired samples

As the two-tailed significance value for distance and site studied at
is 0.000, Ho is rejected and H1 is accepted. This shows that the distance from The Cooler and the site studied are different for the frequency of visits (5% significance).

The significance value for level studied and peer group pressure is 0.003, therefore Ho is rejected and H1 is accepted. This shows that
Level of Study and peer group pressure are different for the frequency of visits. (Appendix 15)

5.2 ANOVA’S for Section C

As the significance value is 0.055 for the test between the distance from The Cooler and the site of study, H1 would be rejected and Ho is accepted, indicating that there is no difference between the two variables.

Again due to a significance value of 0.1785 (therefore greater than 0.05), Ho is accepted and H1 is rejected indicating the null assumption of no difference between finance of students and their site of study with there number of visits to The Cooler.

For the test between personal taste of non-users and there site of study, the significance value is 0.5980, again due to this value being greater than 0.05 it indicates that there is no difference between the two factors, and the null hypothesis would be accepted (p, 0.05).
(Appendix 15)

6.0 Conclusions
As a result of this investigation the following conclusions can be assumed. The omnibus survey for Semester 1 97/98 (Appendix 16) has been used to make comparisons with the primary data collected. The conclusions have also been linked to the objectives set by the client.

6.1 Overall Usage of The Cooler
The data collected by the Marketing Services in Semester 1 shows that the majority of users of The Cooler visit 2-3 times a week. From the primary data collected it can also be seen that the most popular usage is still 2-3 times a week (42.5% of users). This indicates that students are satisfied with the redevelopment’s of the bar as the level of usage has been maintained.

6.2 Site of Cooler Users
The most frequent users of The Cooler are based at the John Foster Building, this being the closest site the bar. Students at Byrom Street were the least frequent users of the bar, however given the option of a shuttle bus to transport them from and to the bar they indicated that their frequency of visits would increase.


6.3 Age groups of Cooler users
The market research illustrated that the most popular age group for users of The Cooler was 20-24 and the least popular age group was over 35. This indicates the need for the Marketing Unit of J.M.U Student Union to attract the more mature customer.


6.4 Awareness of brands offered and events held
When surveying those sites of the university not in the close proximity to Maryland Street we found students to be both unaware of events held at The Cooler and also of the brands offered by it. They were therefore less willing to use The Cooler on a regular basis, if at all. However it can be seen then when students from all sites were surveyed, they showed a limited knowledge of the brands available and events held.


6.5 Reason for use of Cooler in the evening
The analysis carried out demonstrated that when rated along side other establishments offering a similar service, The Cooler was most frequently used as a starting point for a night out only and not considered as a base for students to spend the entire evening. This was also highlighted in the omnibus survey conducted in Semester 1 of 97/98.

6.6 Usage if not part of Student Union
The results show that of the 186 users of The Cooler, 80 students would still use the bar if it was not associated with the Student Union while 106 students say that they would not use The Cooler on a regular basis if it was not associated with the union.



6.7 Why do students not use The Cooler?
The majority of non-users of The Cooler indicated that fashion or trend is not a factor that prevents them from using the bar, however music was highlighted as a factor that would deter students from using it. This therefore needs to be considered by the Marketing Unit.

7.0 Recommendations
The following recommendations have been identified from the question ‘What significant change would you make to The Cooler?’
7.1 Music Nights
16.4% of non-users surveyed said that they may increase their use of The Cooler if music nights were introduced. This would mean that each night had a different music theme and would provide The Cooler with a variety of music to meet the varying tastes and demands of the clientele. The research team strongly advise this as music was a main feature highlighted as a deterrent to using the bar.

7.2 Introduction of a Shuttle Bus
11.9% of non-users surveyed said that an introduction of a shuttle bus to and from campuses or Halls of Residence may encourage them to consider using The Cooler. This could run hourly and some students said they would be prepared to pay a some fee. This idea is thoroughly recommended by the marketing team.

7.3 More Open Space
Some students feel The Cooler is cluttered and needs to have more open space. However, due to a lack of space this is not really an option. One idea that could be considered is to extend out into the Beer Garden. 23.9% of non-users require more open space.

7.4 Guest D.J’s
19.4% of non-users would consider using The Cooler if they introduced guest D.J’s. This idea could be linked to the music theme nights.

7.5 Happy Hour
The most popular change that was identified was the introduction of happy hours. 28.4% of non-users would consider using The Cooler if they introduced happy hours. The Cooler is primarily a student bar and although it offers student prices a happy hour would greatly increase its level of use and therefore help to increase market share. This could be introduced at certain times on certain nights of the week.

7.6 Other recommendations
As the results to the questionnaire show that the average age of users is 20-24 years and only a few students over 25 years use The Cooler there shows a need to also capture this section of the market. This may be done with the introduction of the music nights as a variety of music to suit all tastes will be on offer.
The results also show that few students studying on sites away from The Cooler did not know about events that were being held and brands that were offered. It is therefore recommended to improve the method of marketing to ensure that all students at all sites are fully aware of the events taking place and any promotions that are held. This could done through Halls of Residences or by advertising in the libraries and sites away from Maryland Street.
























































Appendices































































Marketing Research Techniques

BUS AE 230 - for BOB McCLELLAND BSc, MSc, DMS, FSS

Attitudes and behavioural patterns of students
using the ‘Cooler’ bar
J.M.U. Student Union,
Maryland Street,
Liverpool.

by

Nikki Holmes
Gillian Hunter
Claire Taylor
Jane Winter
Market Research Proposal

Briefing

Identification of the product/service
The following market research analysis sets out to establish
customer attitudes and behavioural patterns regarding the ‘Cooler’ bar, formerly known as ‘The Venue’. It is also the intention of the research to calculate the level of customer satisfaction and the quality of service offered since the redevelopment of the ‘Venue/Cooler’.

Aims of the Analysis
The aims of the analysis are to compare and contrast the attitudes of students to the ‘Venue’ as compared with the attitudes to the ‘Cooler’
Bar.
The information gathered will be of interest to the management of the
‘Cooler’ bar, in order to see if initial objectives have been achieved,
and are being maintained. The client is interested to know why the students use the bar, or in fact why they do not, and to establish if there is a pattern to the way customers use the bar.
It will also be part of the ‘omnibus survey’, initially set up by the marketing unit within the student union.

Meeting with the client
An initial focus meeting was organised between the client and the marketing group. The discussion concerned the overall requirements needed for the market research to be operational. The research was established because it will form part of an ongoing market requirement for the development and continual success of ‘The Cooler’. Further discussions will take place with the client following further investigations with independent and dependant focus groups, concerning any discrepancies and alterations that may be needed, before a questionnaire is designed and distributed.

Clients Objectives

· To establish who uses the services.
· Why they use the services.
· What markets are not being reached.
· Is their a pattern to the use of the service
· Is the product rated alongside other establishments offering a similar
service.
· Are the customers aware of the full product range offered by the clients service.
· Would the customers still use the service if it was not associated with the Student Union.
· Customers will be asked their opinion on the quality of service, decor, creature comforts etc.

Focus Group Dependants

A member of the research group was assigned the task of discovering the thoughts and opinions of the customers using the bar. They were asked questions such as ‘What do you think about the service?’; ‘What does the cooler do for you?’; ‘how does it make you feel?’ etc. The atmosphere was kept informal, and the questions phrased so that the respondents did not feel pressurised to answer in any particular way.
The profile of the dependants tended to be 1st and 2nd year students aged between 18 and 24. The responses revealed no particular gender bias.
The point of the focus group is to see what issues need to be addressed when designing the questionnaire, in order for the objectives to be achieved.

Focus Group independents

A member of the marketing team set out to identify the views of those members of the university who did not use the facilities of the ‘Cooler’ on a regular basis.
The questions asked tried to establish if the respondents used the ‘Cooler’, and if not, why not?; How did they feel about the ‘Cooler’?: What changes, if any, would encourage them to use the bar more regularly?

The profile of the independents tended to be mature students between the ages of 25 and 45, although their was no particular bias between male or female.

Method Of Research

The survey will involve the use of a questionnaire which will be distributed using stratified random sampling, to every third user of the libraries on the four biggest sites of the university. The survey will take place between the hours 1.00pm and 4pm on Tuesday 17th March and Friday 20th March between the hours of 9.00am and 1pm.
In addition the survey will be distributed at the ‘Cooler’ bar itself on Wednesday evening which is traditionally student night.

Contingency Report
Should the above method of research prove to be ineffective then a contingency plan will become operative. This will involve a different approach to targeting the students e.g. each school, rather than library, will be highlighted and targeted on a random basis during the week. e.g:
Monday - John Foster/ Mount Pleasant
Tuesday - Byrom Street
Wednesday - I.M. Marsh
Thursday - Dean Walters
Friday - Tithebarn /Trueman Street
The students will be targeted at the main entrance to these schools using the previously used Random Stratified Sampling.



Primary Data
Primary data will be in the form of the above mentioned client, dependant,
and independent focus groups, and in the form of a carefully designed
questionnaire.
Secondary Data

· Sections of Customer Satisfaction Survey From Liverpool Students Union. September 1997.
Research into Attitudes and customer satisfaction of Student bars based at Sheffield University student Union. March 1995.
· Qualitative research into student attitudes towards Staffordshire University Union of Students.
· Omnibus Survey Semester 1 1997/98.





























PROJECT PLANNER

TASK ONE: RESEARCH PROPOSAL Deadline 9th March (Kim)

MEETING WITH CLIENT: Initial meeting: 9th February
Further meeting : 13th February
17th February
25th February
15th March
17th March

FOCUS GROUPS: Independents: Student Centre, 3rd March (Nikki)
Dependants: Cooler, 13th February (Gill)

QUESTIONNAIRE PREPARATION:
Distribution w.c.16.3.98
Tuesday afternoon
Wednesday evening
Friday morning

PILOT OF QUESTIONNAIRE:
To be held in tutorial 17th March

Each group member to have one site to conduct questionnaire

ANALYSIS OF DATA:
Coding: Claire
Inputting to SPSS: Gill
Analysis: Nikki


REPORT WRITING: Kim


















CUSTOMER ATTITUDE AND BEHAVIOUR QUESTIONNAIRE

This questionnaire has been constructed through intense consultations with the client and the marketing research group to gain information that can and will be analysed to provide knowledge concerning the attitudes and behavioural patterns of both users and non-users of the Cooler bar in the Student Union, Maryland Street, Liverpool.

The information collected will be confidential and of interest to both the Student Union Marketing Unit and the management of the Cooler Bar.

Section A - About Yourself

1) Which age bracket do you fall into?

Under 20 o
20 - 24 o
25 - 29 o
30 - 34 o
35+ o

2) What is your gender?

Male o
Female o

3) Are you studying:

Full - time sandwich o Part - time evening o
Full - time o Part - time day and evening o
Part - time day o Block Release o
Other (Please Specify)_________


4) To which site of the university do you belong?

Blackburne Place o
Byrom Street o
Clarence Street o
Dean Walters o
Hope Street o
I.M. Marsh o
Joe H Makin Centre o
John Foster Building o
Josephine Butler o
Mountford Building o
Myrtle Street o
St Nicholas o
Tithebarn Street o
Trueman Street o
Other (Please specify)_________

5) What level of study are you on?

Level One o
Level Two o
Level Three o
Placement o
Postgraduate o
Professional o
Other (Please specify)___________





6) Are you a user of the Cooler?

Yes o Go to Section B
No o Go to Section C

Section B - Users of the Cooler

7) How often do you visit the Cooler?

At least once a day o
2 - 3- times a week o
Once a week o
Once a fortnight o
Once a month o
Other o

8) If the Cooler was not associated with the Student Union would you still use it?

Yes o
No o

9) Are you aware food is served until 7.00pm?

Yes o
No o







10) When on a ‘bar hop’ do you include the Cooler as one of the venues?

Yes o
Starting point only o

Finishing point only o
No o


11) At what time do you most frequently visit the Cooler?
(Please tick one box only)

Morning 8.30 - 11.30 o
Lunch 11.30 - 1.30 o
Afternoon 1.30 - 4.30 o
Evening 4.30 - 7.30 o
Night 7.30 - Close o

12) What is your main reason for using the Cooler?
(Please tick one box only)

Meeting Place o
Eating Place o
Socialising o
Special Events (Organised by Cooler) o
Special Occasion (Organised by student) o







13) What attracts you to the Cooler?
(Please tick one only)

Comfort o
Convenience o
Clientele o
Atmosphere o
Value for Money o
Other(Please specify)______________________


14) How satisfied are you with the following factors:
(Please tick one box for every factor)
Very Satisfied Neutral Dissatisfied Very
Satisfied Dissatisfied

Speed of service o o o o o
Quality of service o o o o o
Cleanliness o o o o o
Value for money o o o o o
Seating availability o o o o o
Decor o o o o o
Staff Courtesy o o o o o
Events organised o o o o o
by Cooler

Thank you users of the Cooler

Section C - Non-users of the Cooler

15) How likely is it that the following factors have prevented you from using the Cooler?
(Please tick one box for every factor)
Very Unlikely Neutral Likely Very
Unlikely Likely

Distance (to Campus) o o o o o
Intimidation o o o o o
Peer pressure o o o o o
Finance o o o o o
Fashion/trend o o o o o
Personal taste o o o o o
Music o o o o o
Atmosphere o o o o o
Service o o o o o

16) In your own opinion, what significant change would you make to the Cooler?
(Please indicate only one key change)

------------------------------------------------------------------------------------------------------------------------------------------------------------------

17) If this change was implemented would you use the Cooler?

Yes o
No o




18) If the product brands and events held in the Cooler were advertised more would it entice you to use the bar?

Yes o
No o
19) Are you aware of the product brands offered by the Cooler?

Yes o
No o

20) Are you aware of all the events held in the Cooler?

Yes o
No o

Thank you for your help




Focus Group 1

Meeting between client Julian Ullah and Claire Taylor



Claire: What kind of information do you want as a result of the market research.
Julian: Basically I need you to update the customer satisfaction survey started in September and also to find some additional
information about the students attitudes and perceptions
and if there are any patterns to their behaviour.
Claire: Do you want us to survey only those students who regularly
use the ‘Cooler’?
Julian: No, I need to find out who is not using the bar and why not.
This therefore means finding out who is not using the bar and questioning them as well.
Claire: Of those that are using the bar is there anything other than customer satisfaction that you would like us to address?
Julian: Yes, I need to know how the students feel about the ‘Cooler’. For example, would they use the ‘Cooler’ if it was not a student union bar?
Claire: Anything else?
Julian: No, not really but it would be helpful to know how much the students know about the services and brands that are offered without making it look like you’re advertising.
Claire: We can give it a try and see the response to that type of question when we test the sample.
Is there anything else you need to tell us? If not we will be back in touch when the other focus groups have been completed.
Julian: No, I think that is everything for now.










Focus Group 2

Meeting between dependants and Nikki Holmes

Meeting held in the ‘Cooler’ bar on Friday 13th February at 11.00am

Table 1: 2 Females
Nikki: How often do you come to the ‘Cooler’?
1st Female: Most days.
2nd Female: We usually come for our breakfast when we have got an
early lecture.
Nikki: Do you come at any other time?
2nd Female: In the afternoon if we are killing time before our next lecture.
1st Female: We come on a Wednesday night if we can’t afford to go to ‘Cream’
Nikki: Do you meet up with your friends at ‘Cream?’
1st Female: No, we will meet here or ‘Slaters’ and then go on later.
Nikki: How does the ‘Cooler’ make you feel?
1st Female: During the day or night?
Nikki: Both.

1st Female: During the day it makes me feel relaxed, comfortable.
At night it makes me happy and relaxed.
2nd Female: It can be a bit loud, but it is a relaxed atmosphere.



Table 2: 3 Males

Nikki: How often do you come to the ‘Cooler’?
1st Male: About 3 times a week.
2nd Male: About the same.
3rd Male: I’m in here most afternoons.
Nikki: Do you come at any other time?
2nd Male: I come when there is live football on.
3rd Male: I do sometimes, if I am in university on that day.
1st Male: I will come to the football if I’m already in, but if not I
don’t bother because it is too much hassle to get home as I live over the water.
Nikki: How does the ‘Cooler’ make you feel?
1st Male: Skint! No it’s all right, comfortable.
2nd Male: It is relaxed although it can get really busy especially
when their is a special promotion on.
3rd Male: Depends whose playing ha ha.
Nikki: Is there anything that would make you use it more?
3rd Male: Free beer!
2nd Male: I never know what’s going to be happening, there are flyers being given out but they always seem to be for Cream or Heaven.
3rd Male: Yes, they need to advertise it better.
1st Male: I would come more if they picked me up and took me home.

Table 3: 2 Females

Nikki: How often do you use the ‘Cooler’?
1st Female: Usually just in the morning when I’m in university.
2nd Female: Now and again but mostly I’ll have my breaks in the student centre.
Nikki: Do you come at any other time?
1st Female: No.
2nd Female: No not really.
Nikki: How does it make you feel?
2nd Female: Cold, and vulnerable.
1st Female: The other side is too dark and oppressive (side with serving bar for food.)
2nd Female: You can feel a bit intimidated, especially if you are on your own.
Nikki: Is there anything that would make you come more often?
1st Female: I don’t think so I prefer my local if I’m going out socially.
2nd Female: The bar next door is a bit more to my liking.

Table 4: 3Males/1Female
Nikki: How often do you use the ‘Cooler’?
Female: Every day.
1st Male: Almost every day
2nd Male: I’m either in here or playing pool in the other section.
3rd Male: I come in when I’m at university but I don’t make a special journey.
Nikki: Do you come at any other time?
2nd Male: When the football is on.
1st Male: What usually happens, is we come in for a quick drink before we go home and end up staying for hours.
Female: I used to come a lot when I first started university, when everyone is trying to get to know each other, but I think the novelty has worn off a bit.
Nikki: How does the ‘Cooler’ make you feel?
2nd Male: Relaxed.
3rd Male: Squashed.
1st Male: Relaxed/comfortable.
Female: Relaxed /safe.
Nikki: Is there anything that would make you use it more?
3rd Male: It's a pity they can’t make it bigger like the Guild.
2nd Male: Yes, it's not like some of the other union bars I have been to where they have bands on.
Female: I like it the way it is, it's busy enough as it is.

Focus Group 3

Meeting between independents and Gillian Hunter

Meeting held in the Student Centre on Tuesday 3rd March at 11.00am

Table 1: 2 Males
Gillian: Do you ever use the ‘Cooler’ bar in the student union?
1st Male: Yes, I go quite a lot.
2nd Male: I go during the day, but I have only been once at night.
1st Male: I don’t go at night, I usually just go to the pub.
Gillian: Why don’t you go at night?
1st Male: My friends wouldn’t go to the ‘Cooler’. None of my mates at
home are students, so they probably wouldn’t like it.
2nd Male: I’ll go if it's an arranged night out.
Gillian: How does it make you feel?
1st Male: Relaxed in the day. At night it's a bit deafening.
2nd Male Comfortable.
Gillian: Are there any changes that would make you use the ‘Cooler’,
say in the evening.
2nd Male: Maybe theme nights like ‘Burns’ night for instance. They might already do them for all I know.
1st Male: Promotion on the draught beers.

Table 2: 2 Females

Gillian: Do you ever use the ‘Cooler’ bar in the student union.
1st Female: No.
2nd Female: No, not really I feel uncomfortable.
Gillian: Why have you never been?
1st Female: I suppose I feel a little intimidated because of my age.
2nd Female: I have been but you do get the feeling it's more for the youngsters.
Gillian: How did it make you feel?
2nd Female: It makes you feel, like when you walk in everyone is thinking
she’s looking for her daughter or son.
Gillian: What changes could be made that would make you use it more often?
1st Female: Nothing really, perhaps free food and drink might tempt me.
2nd Female: I will go for lunch one day. I hear they do nice food.

Table 3: 3Males / 2Females

Gillian: Do you use the ‘Cooler’ bar in the student union?
1st/2nd
Male: Yes.
Female: Yes.
3rd Male: No.
Gillian: What time of day do you use the bar?
1st/2nd
Male: Lunch-time and sometimes mid afternoon.
Female: The same as them.
Gillian: Why don’t you use the bar at any other time?
3rd Male: I’m only here part-time so I usually just go straight
home.
1st/2nd
Male: We are on a part-time course as well, but will sometimes
go over for lunch or a quick pint.
Female: I don’t mind going for lunch but I would feel stupid going
at night.
Gillian: How does it make you feel?
1st Male: Friendly.
2nd Males. Relaxed It's got a nice atmosphere.
Female: Comfortable as long as we get seats in the non smoking bit.
Gillian: Are there any changes that would make you want to go say early evening or at night?
Female: Not really. With only being part-time I don’t really feel like a ‘proper’ student.
1st/2nd
Male: If there was a special night that the whole class was going to,
I would probably go then.

Table 4: 1Male / 1Female

Gillian: Do you use the ‘Cooler’ bar in the student union?
Male: Yes.
Female: Yes.
Gillian: When do you go to the ‘Cooler’?
Female: About 3 times a week for lunch and usually on a Friday
we all meet up for a drink.
Male: I sometimes eat there. I also go to the football nights.
Gillian: How does it make you feel?
Female: Lively! Relaxed.
Male: Comfortable The prices are reasonable so that makes me happy.
Gillian: Can you think of anything that could be improved?
Female: It could be promoted a bit better.
Male: More tables and chairs.




































CODING OF THE DATA

AGE 1 = Under 20
2 = 20 - 24
3 = 25 - 29
4 = 30 - 34
5 = 35+

GENDER 1 = Male
2 = Female

TYPE OF COURSE 1 = Full - time sandwich
2 = Full - time
3 = Part - time day
4 = Part - time evening
5 = Part - time day and evening
6 = Block release
7 = Other

SITE 1 = Blackburne Place
2 = Byrom Street
3 = Clarence Street
4 = Dean Walters
5 = Hope Street
6 = I.M. Marsh
7 = Joe H Makin Centre
8 = John Foster Building
9 = Josephine Butler
10 = Mountford building
11 = Myrtle Street
12 = St Nicholas
13 = Tithebarn Street
14 = Trueman Street
15 = Other

LEVEL OF STUDY 1 = Level One
2 = Level Two
3 = Level Three
4 = Placement
5 = Postgraduate
6 = Professional
7 = Other

USER OF THE COOLER 1 = Yes
2 = No

VISITS TO THE COOLER 1 = At least once a day
2 = 2 - 3 times a week
3 = Once a week
4 = Once a fortnight
5 = Once a month
6 = Other

USE IF NOT PART 1 = Yes
OF UNION 2 = No

AWARENESS OF FOOD 1 = Yes
2 = No

USE ON A ‘BAR HOP’ 1 = Yes
2 = Starting point only
3 = Finishing point only
4 = No

TIME OF VISIT 1 = Morning
TO COOLER 2 = Lunch
3 = Afternoon
4 = Evening
5 = Night

REASON FOR USE 1 = Meeting place
OF COOLER 2 = Eating place
3 = Socialising
4 = Special Event
5 = Special Occasion




ATTRACTION OF 1 = Comfort
COOLER 2 = Convenience
3 = Clientele
4 = Atmosphere
5 = Value for money

SPEED OF SERVICE 1 = Very satisfied
2 = Satisfied
3 = Neutral
4 = Dissatisfied
5 = Very Dissatisfied

QUALITY OF SERVICE 1 = Very satisfied
2 = Satisfied
3 = Neutral
4 = Dissatisfied
5 = Very Dissatisfied

CLEANLINESS 1 = Very satisfied
2 = Satisfied
3 = Neutral
4 = Dissatisfied
5 = Very Dissatisfied

VALUE FOR MONEY 1 = Very satisfied
2 = Satisfied
3 = Neutral
4 = Dissatisfied
5 = Very Dissatisfied

SEATING AVAILABILITY 1 = Very satisfied
2 = Satisfied
3 = Neutral
4 = Dissatisfied
5 = Very Dissatisfied

DECOR 1 = Very satisfied
2 = Satisfied
3 = Neutral
4 = Dissatisfied
5 = Very Dissatisfied

STAFF COURTESY 1 = Very satisfied
2 = Satisfied
3 = Neutral
4 = Dissatisfied
5 = Very Dissatisfied

EVENTS 1 = Very satisfied
2 = Satisfied
3 = Neutral
4 = Dissatisfied
5 = Very Dissatisfied

DISTANCE 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely

INTIMIDATION 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely

PEER PRESSURE 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely

FINANCE 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely



FASHION/TREND 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely
PERSONAL TASTE 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely

MUSIC 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely

ATMOSPHERE 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely

SERVICE 1 = Very unlikely
2 = Unlikely
3 = Neutral
4 = Likely
5 = Very likely

CHANGES 1 = Variety of music
2 = Shuttle bus
3 = More open space
4 = Guest D.J’s
5 = Happy hours

IMPLEMENTATION 1 = Yes
2 = No

USE IF BETTER 1 = Yes
ADVERTISED 2 = No

AWARENESS OF BRANDS 1 = Yes
2 = No

AWARENESS OF EVENTS 1 = Yes
2 = No




Summary of Data
Section B


AGE


Valid Cum
Value Label Value Frequency Percent Percent Percent

under 20 1.00 39 21.0 21.0 21.0
20 - 24 2.00 88 47.3 47.3 68.3
25 - 29 3.00 30 16.1 16.1 84.4
30 - 34 4.00 26 14.0 14.0 98.4
35+ 5.00 3 1.6 1.6 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.280 Median 2.000 Mode 2.000
Std dev 1.001 Skewness .655 S E Skew .178
Sum 424.000


Valid cases 186 Missing cases 0

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -


ATTRACTS Attraction

Valid Cum
Value Label Value Frequency Percent Percent Percent

Comfort 1.00 6 3.2 3.2 3.2
Convenience 2.00 58 31.2 31.2 34.4
Clientele 3.00 32 17.2 17.2 51.6
Atmosphere 4.00 37 19.9 19.9 71.5
Value for money 5.00 50 26.9 26.9 98.4
Other 6.00 3 1.6 1.6 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 3.409 Median 3.000 Mode 2.000
Std dev 1.305 Skewness .033 S E Skew .178
Sum 634.000


Valid cases 186 Missing cases 0





AWARE Awareness


Valid Cum
Value Label Value Frequency Percent Percent Percent

Yes 1.00 110 59.1 59.1 59.1
No 2.00 74 39.8 39.8 98.9
3.00 1 .5 .5 99.5
4.00 1 .5 .5 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 1.425 Median 1.000 Mode 1.000
Std dev .537 Skewness .938 S E Skew .178
Sum 265.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -


BAR Bar Hop


Valid Cum
Value Label Value Frequency Percent Percent Percent

Yes 1.00 56 30.1 30.1 30.1
Starting point only 2.00 70 37.6 37.6 67.7
Finishing point only 3.00 20 10.8 10.8 78.5
No 4.00 40 21.5 21.5 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.237 Median 2.000 Mode 2.000
Std dev 1.104 Skewness .493 S E Skew .178
Sum 416.000


Valid cases 186 Missing cases 0




CLEAN Clean


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Satisfied 1.00 22 11.8 11.8 11.8
Satisfied 2.00 74 39.8 39.8 51.6
Neutral 3.00 61 32.8 32.8 84.4
Dissatisfied 4.00 16 8.6 8.6 93.0
Very Dissatisfied 5.00 13 7.0 7.0 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.591 Median 2.000 Mode 2.000
Std dev 1.037 Skewness .620 S E Skew .178
Sum 482.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -


COURSE Course


Valid Cum
Value Label Value Frequency Percent Percent Percent

Full - Time Sandwich 1.00 28 15.1 15.1 15.1
Full - Time 2.00 108 58.1 58.1 73.1
Part - Time Day 3.00 32 17.2 17.2 90.3
Part - Time day even 4.00 10 5.4 5.4 95.7
Part - Time day and 5.00 6 3.2 3.2 98.9
Block Release 6.00 1 .5 .5 99.5
Other 7.00 1 .5 .5 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.274 Median 2.000 Mode 2.000
Std dev .989 Skewness 1.594 S E Skew .178
Sum 423.000


Valid cases 186 Missing cases 0




DECOR Decor


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Satisfied 1.00 38 20.4 20.4 20.4
Satisfied 2.00 89 47.8 47.8 68.3
Neutral 3.00 36 19.4 19.4 87.6
Dissatisfied 4.00 13 7.0 7.0 94.6
Very Dissatisfied 5.00 10 5.4 5.4 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.290 Median 2.000 Mode 2.000
Std dev 1.041 Skewness .936 S E Skew .178
Sum 426.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -



EVENTS Events


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Satisfied 1.00 25 13.4 13.4 13.4
Satisfied 2.00 54 29.0 29.0 42.5
Neutral 3.00 46 24.7 24.7 67.2
Dissatisfied 4.00 31 16.7 16.7 83.9
Very Dissatisfied 5.00 30 16.1 16.1 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.930 Median 3.000 Mode 2.000
Std dev 1.282 Skewness .210 S E Skew .178
Sum 545.000


Valid cases 186 Missing cases 0




GENDER Gender


Valid Cum
Value Label Value Frequency Percent Percent Percent

Male 1.00 95 51.1 51.1 51.1
Female 2.00 91 48.9 48.9 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 1.489 Median 1.000 Mode 1.000
Std dev .501 Skewness .043 S E Skew .178
Sum 277.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -










LEVEL Level


Valid Cum
Value Label Value Frequency Percent Percent Percent

Level one 1.00 54 29.0 29.0 29.0
Level two 2.00 85 45.7 45.7 74.7
Level three 3.00 33 17.7 17.7 92.5
Placement 4.00 2 1.1 1.1 93.5
Postgraduate 5.00 2 1.1 1.1 94.6
Professional 6.00 8 4.3 4.3 98.9
Other 7.00 2 1.1 1.1 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.167 Median 2.000 Mode 2.000
Std dev 1.243 Skewness 1.898 S E Skew .178
Sum 403.000


Valid cases 186 Missing cases 0





QUALITY Quality


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Satisfied 1.00 18 9.7 9.7 9.7
Satisfied 2.00 89 47.8 47.8 57.5
Neutral 3.00 57 30.6 30.6 88.2
Dissatisfied 4.00 11 5.9 5.9 94.1
Very Dissatisfied 5.00 11 5.9 5.9 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.505 Median 2.000 Mode 2.000
Std dev .960 Skewness .874 S E Skew .178
Sum 466.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -



REASON Reason


Valid Cum
Value Label Value Frequency Percent Percent Percent

Meeting Place 1.00 44 23.7 23.7 23.7
Eating Place 2.00 46 24.7 24.7 48.4
Socialising 3.00 61 32.8 32.8 81.2
Special Event 4.00 27 14.5 14.5 95.7
Special Occasion 5.00 8 4.3 4.3 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.511 Median 3.000 Mode 3.000
Std dev 1.131 Skewness .234 S E Skew .178
Sum 467.000


Valid cases 186 Missing cases 0



SEATING Seating


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Satisfied 1.00 9 4.8 4.8 4.8
Satisfied 2.00 36 19.4 19.4 24.2
Neutral 3.00 59 31.7 31.7 55.9
Dissatisfied 4.00 50 26.9 26.9 82.8
Very Dissatisfied 5.00 32 17.2 17.2 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 3.323 Median 3.000 Mode 3.000
Std dev 1.117 Skewness -.123 S E Skew .178
Sum 618.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -



SITE Site


Valid Cum
Value Label Value Frequency Percent Percent Percent

Blackburne Place 1.00 7 3.8 3.8 3.8
Byrom Street 2.00 38 20.4 20.4 24.2
Clarence Street 3.00 7 3.8 3.8 28.0
Dean Walters 4.00 7 3.8 3.8 31.7
Hope Street 5.00 8 4.3 4.3 36.0
I.M Marsh 6.00 15 8.1 8.1 44.1
John Foster Building 8.00 55 29.6 29.6 73.7
Josephine Butler 9.00 2 1.1 1.1 74.7
Mountford Building 10.00 5 2.7 2.7 77.4
Myrtle Street 11.00 4 2.2 2.2 79.6
St Nicholas 12.00 5 2.7 2.7 82.3
Tithebarn Street 13.00 5 2.7 2.7 84.9
Trueman Street 14.00 28 15.1 15.1 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 7.156 Median 8.000 Mode 8.000
Std dev 4.203 Skewness .240 S E Skew .178
Sum 1331.000


Valid cases 186 Missing cases 0




SPEED Speed of Service


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Satisfied 1.00 31 16.7 16.7 16.7
Satisfied 2.00 96 51.6 51.6 68.3
Neutral 3.00 39 21.0 21.0 89.2
Dissatisfied 4.00 11 5.9 5.9 95.2
Very Dissatisfied 5.00 9 4.8 4.8 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.306 Median 2.000 Mode 2.000
Std dev .980 Skewness .991 S E Skew .178
Sum 429.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

STAFF Staff


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Satisfied 1.00 32 17.2 17.2 17.2
Satisfied 2.00 76 40.9 40.9 58.1
Neutral 3.00 52 28.0 28.0 86.0
Dissatisfied 4.00 9 4.8 4.8 90.9
Very Dissatisfied 5.00 16 8.6 8.6 99.5
21.00 1 .5 .5 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.565 Median 2.000 Mode 2.000
Std dev 1.749 Skewness 6.531 S E Skew .178
Sum 477.000


Valid cases 186 Missing cases 0





TIME Time


Valid Cum
Value Label Value Frequency Percent Percent Percent

Morning 1.00 8 4.3 4.3 4.3
Lunch 2.00 58 31.2 31.2 35.5
Afternoon 3.00 40 21.5 21.5 57.0
Evening 4.00 16 8.6 8.6 65.6
Night 5.00 64 34.4 34.4 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 3.376 Median 3.000 Mode 5.000
Std dev 1.347 Skewness .038 S E Skew .178
Sum 628.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -



UNION Union


Valid Cum
Value Label Value Frequency Percent Percent Percent

Yes 1.00 80 43.0 43.0 43.0
No 2.00 106 57.0 57.0 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 1.570 Median 2.000 Mode 2.000
Std dev .496 Skewness -.285 S E Skew .178
Sum 292.000


Valid cases 186 Missing cases 0






USER User


Valid Cum
Value Label Value Frequency Percent Percent Percent

Yes 1.00 186 100.0 100.0 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 1.000 Mode 1.000 Std dev .000
Sum 186.000


Valid cases 186 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -


VALUE Value


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Satisfied 1.00 40 21.5 21.5 21.5
Satisfied 2.00 87 46.8 46.8 68.3
Neutral 3.00 36 19.4 19.4 87.6
Dissatisfied 4.00 13 7.0 7.0 94.6
Very Dissatisfied 5.00 10 5.4 5.4 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.280 Median 2.000 Mode 2.000
Std dev 1.049 Skewness .925 S E Skew .178
Sum 424.000


Valid cases 186 Missing cases 0




VISITS Visits


Valid Cum
Value Label Value Frequency Percent Percent Percent

At least once a day 1.00 25 13.4 13.4 13.4
2 - 3 times a week 2.00 79 42.5 42.5 55.9
Once a week 3.00 43 23.1 23.1 79.0
Once a fortnight 4.00 21 11.3 11.3 90.3
Once a month 5.00 9 4.8 4.8 95.2
Other 6.00 9 4.8 4.8 100.0
------- ------- -------
Total 186 100.0 100.0

Mean 2.661 Median 2.000 Mode 2.000
Std dev 1.264 Skewness .986 S E Skew .178
Sum 495.000


Valid cases 186 Missing cases 0














Summary of Data
Section c






ADVERT


Valid Cum
Value Label Value Frequency Percent Percent Percent

yes 1.00 31 46.3 46.3 46.3
no 2.00 36 53.7 53.7 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


-
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

AGE


Valid Cum
Value Label Value Frequency Percent Percent Percent

under 20 1.00 18 26.9 26.9 26.9
20 -24 2.00 22 32.8 32.8 59.7
25-29 3.00 13 19.4 19.4 79.1
30-34 4.00 7 10.4 10.4 89.6
35+ 5.00 7 10.4 10.4 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -


ATMOS


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Unlikely 1.00 16 23.9 23.9 23.9
Unlikely 2.00 13 19.4 19.4 43.3
Neutral 3.00 19 28.4 28.4 71.6
Likely 4.00 9 13.4 13.4 85.1
Very Likely 5.00 10 14.9 14.9 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0

-----------------------------------------------------------------
AWARE


Valid Cum
Value Label Value Frequency Percent Percent Percent

yes 1.00 31 46.3 46.3 46.3
no 2.00 36 53.7 53.7 100.0
------- ------- -------
Total 67 100.0 100.0
Valid cases 67 Missing cases 0
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -


BRANDS


Valid Cum
Value Label Value Frequency Percent Percent Percent

yes 1.00 24 35.8 35.8 35.8
no 2.00 43 64.2 64.2 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

CHANGES


Valid Cum
Value Label Value Frequency Percent Percent Percent

music nights 1.00 11 16.4 16.4 16.4
shuttle bus 2.00 8 11.9 11.9 28.4
more open space 3.00 16 23.9 23.9 52.2
guest D.J's 4.00 13 19.4 19.4 71.6
happy hour 5.00 19 28.4 28.4 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0

----------------------------------------------------------------------

COURSE


Valid Cum
Value Label Value Frequency Percent Percent Percent

full - time sandwich 1.00 10 14.9 14.9 14.9
full - time 2.00 25 37.3 37.3 52.2
part - time day 3.00 13 19.4 19.4 71.6
part - time evening 4.00 8 11.9 11.9 83.6
part - time day & ev 5.00 5 7.5 7.5 91.0
block release 6.00 3 4.5 4.5 95.5
other 7.00 3 4.5 4.5 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
DISTANCE


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very unlikely 1.00 20 29.9 29.9 29.9
Unlikely 2.00 10 14.9 14.9 44.8
Neutral 3.00 16 23.9 23.9 68.7
Likely 4.00 6 9.0 9.0 77.6
Very Likely 5.00 15 22.4 22.4 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0

-----------------------------------------------------------------------









FASHION


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Unlikely 1.00 11 16.4 16.4 16.4
Unlikely 2.00 20 29.9 29.9 46.3
Neutral 3.00 17 25.4 25.4 71.6
Likely 4.00 7 10.4 10.4 82.1
Very Likely 5.00 12 17.9 17.9 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -



FINANCE


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Unlikely 1.00 15 22.4 22.4 22.4
Unlikely 2.00 13 19.4 19.4 41.8
Neutral 3.00 17 25.4 25.4 67.2
Likely 4.00 10 14.9 14.9 82.1
Very Likely 5.00 12 17.9 17.9 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -



GENDER


Valid Cum
Value Label Value Frequency Percent Percent Percent

male 1.00 32 47.8 47.8 47.8
female 2.00 35 52.2 52.2 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


------------------------------------------------------------------------

IMPLEM


Valid Cum
Value Label Value Frequency Percent Percent Percent

yes 1.00 38 56.7 56.7 56.7
no 2.00 29 43.3 43.3 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -








INTIM


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Unlikely 1.00 32 47.8 47.8 47.8
Unlikely 2.00 20 29.9 29.9 77.6
Neutral 3.00 9 13.4 13.4 91.0
Likely 4.00 2 3.0 3.0 94.0
Very Likely 5.00 3 4.5 4.5 98.5
13.00 1 1.5 1.5 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

LEVEL


Valid Cum
Value Label Value Frequency Percent Percent Percent

Level One 1.00 15 22.4 22.4 22.4
Level Two 2.00 13 19.4 19.4 41.8
Level Three 3.00 14 20.9 20.9 62.7
Placement 4.00 8 11.9 11.9 74.6
Postgraduate 5.00 4 6.0 6.0 80.6
Professional 6.00 8 11.9 11.9 92.5
Other 7.00 5 7.5 7.5 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0

-----------------------------------------------------------------------


MUSIC Music


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very unlikely 1.00 11 16.4 16.4 16.4
Unlikely 2.00 12 17.9 17.9 34.3
Neutral 3.00 12 17.9 17.9 52.2
Likely 4.00 11 16.4 16.4 68.7
Very likely 5.00 21 31.3 31.3 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

PRESSURE


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Unlikely 1.00 28 41.8 41.8 41.8
Unlikely 2.00 17 25.4 25.4 67.2
Neutral 3.00 12 17.9 17.9 85.1
Likely 4.00 8 11.9 11.9 97.0
Very Likely 5.00 1 1.5 1.5 98.5
15.00 1 1.5 1.5 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

SERVICE


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Unlikely 1.00 26 38.8 38.8 38.8
Unlikely 2.00 12 17.9 17.9 56.7
Neutral 3.00 17 25.4 25.4 82.1
Likely 4.00 8 11.9 11.9 94.0
Very Likely 5.00 4 6.0 6.0 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0

----------------------------------------------------------------------
SITE


Valid Cum
Value Label Value Frequency Percent Percent Percent

Blackburne Place 1.00 5 7.5 7.5 7.5
Byrom Street 2.00 13 19.4 19.4 26.9
Clarence Street 3.00 8 11.9 11.9 38.8
Dean Walters 4.00 3 4.5 4.5 43.3
Hope Street 5.00 4 6.0 6.0 49.3
I.M.Marsh 6.00 3 4.5 4.5 53.7
Joe H Makin Centre 7.00 3 4.5 4.5 58.2
John Foster Building 8.00 12 17.9 17.9 76.1
Josephine Butler 9.00 3 4.5 4.5 80.6
Myrtle Street 11.00 1 1.5 1.5 82.1
St Nicholas 12.00 1 1.5 1.5 83.6
Tithebarn Street 13.00 3 4.5 4.5 88.1
Trueman Street 14.00 6 9.0 9.0 97.0
Other 15.00 2 3.0 3.0 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0


- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -



TASTE


Valid Cum
Value Label Value Frequency Percent Percent Percent

Very Unlikely 1.00 11 16.4 16.4 16.4
Unlikely 2.00 8 11.9 11.9 28.4
Neutral 3.00 14 20.9 20.9 49.3
Likely 4.00 11 16.4 16.4 65.7
Very Likely 5.00 23 34.3 34.3 100.0
------- ------- -------
Total 67 100.0 100.0

Valid cases 67 Missing cases 0

USER


Valid Cum
Value Label Value Frequency Percent Percent Percent

no 2.00 67 100.0 100.0 100.0
------- ------- -------
Total 67 100.0 100.0

--------------------------------------



T-Test for Section B


- - - t-tests for paired samples - - -


Number of 2-tail
Variable pairs Corr Sig Mean SD SE of Mean
--------------------------------------------------------------------------
SITE Site 7.1559 4.203 .308
186 -.095 .198
VISITS Visits 2.6613 1.264 .093
--------------------------------------------------------------------------


Paired Differences |
Mean SD SE of Mean | t-value df 2-tail Sig
----------------------------------|-------------------------------------
4.4946 4.503 .330 | 13.61 185 .000
95% CI (3.843, 5.146) |

Number of 2-tail
Variable pairs Corr Sig Mean SD SE of Mean
--------------------------------------------------------------------------
LEVEL Level 2.1667 1.243 .091
186 .058 .429
REASON Reason 2.5108 1.131 .083
--------------------------------------------------------------------------


Paired Differences |
Mean SD SE of Mean | t-value df 2-tail Sig
----------------------------------|-------------------------------------
-.3441 1.631 .120 | -2.88 185 .004
95% CI (-.580, -.108) |











Chi for section B



GENDER Gender by SITE Site

SITE Page 1 of 3
Count |
|Blackbur Byrom St Clarence Dean Wal Hope Str
|ne Place reet Street ters eet Row
| 1.00| 2.00| 3.00| 4.00| 5.00| Total
GENDER --------+--------+--------+--------+--------+--------+
1.00 | 3 | 22 | 3 | 5 | 4 | 95
Male | | | | | | 51.1
+--------+--------+--------+--------+--------+
2.00 | 4 | 16 | 4 | 2 | 4 | 91
Female | | | | | | 48.9
+--------+--------+--------+--------+--------+
Column 7 38 7 7 8 186
(Continued) Total 3.8 20.4 3.8 3.8 4.3 100.0


GENDER Gender by SITE Site

SITE Page 2 of 3
Count |
|I.M Mars John Fos Josephin Mountfor Myrtle S
|h ter Buil e Butler d Buildi treet Row
| 6.00| 8.00| 9.00| 10.00| 11.00| Total
GENDER --------+--------+--------+--------+--------+--------+
1.00 | 6 | 29 | 2 | 3 | 1 | 95
Male | | | | | | 51.1
+--------+--------+--------+--------+--------+
2.00 | 9 | 26 | | 2 | 3 | 91
Female | | | | | | 48.9
+--------+--------+--------+--------+--------+
Column 15 55 2 5 4 186
(Continued) Total 8.1 29.6 1.1 2.7 2.2 100.0






GENDER Gender by SITE Site

SITE page 3 of 3
Count |
|St Nicho Tithebar Trueman
|las n Street Street Row
| 12.00| 13.00| 14.00| Total
GENDER --------+--------+--------+--------+
1.00 | 2 | 4 | 11 | 95
Male | | | | 51.1
+--------+--------+--------+
2.00 | 3 | 1 | 17 | 91
Female | | | | 48.9
+--------+--------+--------+
Column 5 5 28 186
Total 2.7 2.7 15.1 100.0

Chi-Square Value DF Significance
-------------------- ----------- ---- ------------

Pearson 9.68661 12 .64343
Likelihood Ratio 10.69306 12 .55539
Mantel-Haenszel test for .87544 1 .34945
linear association

Minimum Expected Frequency - .978
Cells with Expected Frequency < 5 - 18 OF 26 ( 69.2%)



Number of Missing Observations: 0


Chi for section B


ATTRACTS Attraction by GENDER Gender

GENDER Page 1 of 1
Count |
|Male Female
| Row
| 1.00| 2.00| Total
ATTRACTS --------+--------+--------+
1.00 | 3 | 3 | 6
Comfort | | | 3.2
+--------+--------+
2.00 | 28 | 30 | 58
Convenience | | | 31.2
+--------+--------+
3.00 | 17 | 15 | 32
Clientele | | | 17.2
+--------+--------+
4.00 | 20 | 17 | 37
Atmosphere | | | 19.9
+--------+--------+
5.00 | 26 | 24 | 50
Value for money | | | 26.9
+--------+--------+
6.00 | 1 | 2 | 3
Other | | | 1.6
+--------+--------+
Column 95 91 186
Total 51.1 48.9 100.0

Chi-Square Value DF Significance
-------------------- ----------- ---- ------------

Pearson .76487 5 .97922
Likelihood Ratio .77136 5 .97882
Mantel-Haenszel test for .06022 1 .80616
linear association

Minimum Expected Frequency - 1.468
Cells with Expected Frequency < 5 - 4 OF 12 ( 33.3%)
Number of Missing Observations: 0
ANOVA’S for Section B



- - - - - O N E W A Y - - - - -


Variable QUALITY Quality
By Variable SPEED Speed of Service

Analysis of Variance


Sum of Mean F F
Source D.F. Squares Squares Ratio Prob.

Between Groups 4 18.7201 4.6800 5.5812 .0003
Within Groups 181 151.7746 .8385
Total 185 170.4946


- - - - - O N E W A Y - - - - -


Variable SEATING Seating
By Variable SPEED Speed of Service

Analysis of Variance


Sum of Mean F F
Source D.F. Squares Squares Ratio Prob.

Between Groups 4 .9018 .2254 .1776 .9497
Within Groups 181 229.7434 1.2693
Total 185 230.6452


- - - - - O N E W A Y - - - - -


Variable CLEAN Clean
By Variable SPEED Speed of Service

Analysis of Variance


Sum of Mean F F
Source D.F. Squares Squares Ratio Prob.

Between Groups 4 2.9379 .7345 .6782 .6079
Within Groups 181 196.0084 1.0829
Total 185 198.9462















T-Tests for Section C


- - - t-tests for paired samples - - -


Number of 2-tail
Variable pairs Corr Sig Mean SD SE of Mean
--------------------------------------------------------------------------
DISTANCE 2.7910 1.523 .186
67 .231 .060
SITE 6.3433 4.343 .531
--------------------------------------------------------------------------



Paired Differences |
Mean SD SE of Mean | t-value df 2-tail Sig
----------------------------------|-------------------------------------
-3.5522 4.258 .520 | -6.83 66 .000
95% CI (-4.591, -2.513) |









Number of 2-tail
Variable pairs Corr Sig Mean SD SE of Mean
--------------------------------------------------------------------------
LEVEL 3.2537 1.925 .235
67 .004 .975
PRESSURE 2.2388 1.931 .236
--------------------------------------------------------------------------


Paired Differences |
Mean SD SE of Mean | t-value df 2-tail Sig
----------------------------------|-------------------------------------
1.0149 2.722 .333 | 3.05 66 .003
95% CI (.351, 1.679) |




































ANOVA’S for Section C


Variable DISTANCE
By Variable SITE

Analysis of Variance


Sum of Mean F F
Source D.F. Squares Squares Ratio Prob.

Between Groups 4 25.3852 6.3463 4.6163 .0055
Within Groups 28 38.4936 1.3748
Total 32 63.8788







Variable FINANCE
By Variable SITE

Analysis of Variance


Sum of Mean F F
Source D.F. Squares Squares Ratio Prob.

Between Groups 4 12.8827 3.2207 1.6977 .1785
Within Groups 28 53.1173 1.8970
Total 32 66.0000






Variable TASTE
By Variable SITE

Analysis of Variance


Sum of Mean F F
Source D.F. Squares Squares Ratio Prob.

Between Groups 4 7.4177 1.8544 .7008 .5980
Within Groups 28 74.0974 2.6463
Total 32 81.5152
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Here i am up-loading Market Research Project to Retail Opportunities, please check attachment.
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