Problem Definition:RESEARCH OBJECTIVES-Find out if millennials are aware of the Partners Program
-What competition does the Partners Program face in attracting and maintaining members
-How to effectively promote and communicate about the program to target market
-How important is income level/disposable income to the target market in regards to entertainment purposes.
-Primarily, how do millennials find out about events/programs such as the Partners ProgramSpecific questions to be answered by research include:1. How can Playhouse Square position the Partners Program to better attract the target market?
2. Is the target market aware of the Partners Program and everything that it has to offer?
3. What can Playhouse Square do to better promote its Partners Program?
4. What does the target market do in their free time?
5. What role does personal finances play in joining professional networking programs for the target market?
6. Is the target market involved in other programs similar to that of the Partners Program?
7. How do similar programs compare to the Partners Program in regards to strategy and positioning?
8. What are similar programs doing to attract the target market?
9. What types of promotions does the target market best react to?
10. What types of technology/applications does the target market use to remain engaged?RESEARCH DESIGNSecondary Research:Primary Research:Data Collection Techniques:In order to collect the data needed to reach the necessary research objectives, Qualtrics surveys will be distributed through various social media outlets, such as
Facebook and Twitter, specifying that ideal respondents be between the ages of 21 and 30 and that they preferably have some interest in the arts and/or theatre. With
this specification, we will be able to further narrow respondent information during the recruitment process. Although, this request will be made, the survey will be
open to all respondents in the specified age range in order to further our research on the target market in general. Keeping the survey open to all respondents in the
age range will allow for general feedback on behaviors of the target market.Questionnaire development and pretesting:With research objectives in mind, it was necessary to design an appropriate questionnaire for the survey distribution. In order to collect accurate information, an
in-depth process was followed in the making of the questionnaire. To design the questionnaire, questions were conceptualized and further studied to determine how the
data from each question would be used and whether or not the question would be effective in an online survey setting. Once each question was structured and
unstructured to allow for the most precise data collection, the finalized questions were made into a Qualtrics survey (Appendix A). To reach a larger share of the
target market, it was decided that the best approach to distributing the survey for primary research would be through social media.
LIMITATIONS AND STRENGTHSLimitations
? Some respondents may not be interested in the arts, thus skewing results.
? Even age distribution may not be achieved
? Surveys are often an inconvenience to individuals, and if incentive is not offered, they can prove to be a hindrance and skewed results can occur.