Final Project: Survey Analysis

Would increasing awareness of Pinot’s Palette raise class attendance, lead to more patronage, and boost profits.

I went out to survey costumers of Pinot’s Palette to examine if the general consciousness of the public was sufficient for business as it is or if increasing and improving upon advertising that is in already in place. Before developing the questionnaire, I spoke to the bartenders, hostess, owners, and the teacher. I was thrilled to discover how passionate they all were about what they do. They all had valid points of view when it came to what could improve attendance for the classes. We all came to the consensus that figuring out what could bring people in would help advance commerce. After interviewing the staff, I came up with some questions that I thought would help lay down a foundation for conducting some good old fashioned marketing research.

Originally I wanted to know what would make customers regulars by asking if they enjoyed the teaching style, the atmosphere (music, lighting, ambiance, etc.), what they like most or least about their experience, and if they thought the cost was reasonable for the services provided. Those open-ended questions didn’t seem fit the criteria for this endeavor. So I went for a more direct course of action and I asked if they consider themselves an artist or creative in any way to see if that is what attracts them to Pinot’s Palette. Only 30% said that they aren’t artistic. That’s a pretty good percentage of artsy costumers in an artistic setting. I considered that this is a fun idea for dating and I asked if the customers like trying new things on dates and only 2% said that they didn’t. I also wondered if it was the alcohol that brought in costumers, but I didn’t want to assume that they are alcoholics. So asking how many drinks they had was a less offensive way getting the intelligence I wanted. If they circled none, one or a couple they were there for the experience and not just the class; the total came out to be about 82%. If they were to answer “more than a few” or “I lost count”, then they were just in it to get drunk.

I asked the respondents how they discovered Pinot’s Palette and more than half found out through traditional and internet advertising. The others found out through friends who have visited, others by walking through the District at Green Valley Ranch, and 72% of those questioned would recommend a class to a friend. Customer satisfaction is usually a reason for there to be return customers or not. Seventy-percent of those who took the questionnaire were genuinely satisfied with services provided and would most likely come back for another class. According to 28% of those questioned there is always room for improvement and I asked if they would enjoy other art classes like drawing, sketching, collages, scrapbooking, pottery, etc. Ninety percent agreed that they might enjoy an alternative class. So through the course of this survey I discovered that awareness wasn’t exactly the problem with their current customers, but variety is what is keeping them from regular patronage. 

Final Project: Survey Results, Graphs, and Charts

1. Would you consider yourself an artist or creative?   Yes-31     No-15  Maybe- 4
2. Do you like to try new things on dates?         Yes-41 No-1    Maybe- 8
3. Would you come back for another class?      Yes-33             No- 15 Maybe- 2
4. Would you come back on a date, with a group, or by yourself?        Yes-Date-17    Yes-Group -21 Yes-Myself -16                   No-15  Maybe-2
5. Would you recommend Pinot’s Palette to a friend?  Yes-23 No-4    Maybe-13
6. Would you enjoy other art classes like drawing/sketching, collages, scrapbooking, pottery, etc.?             Yes-3          No-5    Maybe-42
7. How many drinks did you have this evening?            One-17            A couple-16     More than a few-6      I lost count-3     None-8
8. 1.      Was the cost reasonable for the services provided? Yes-35  No-10  Maybe-5
9. If you were to review your time here at Pinot’s Palette, what score would you give it out of 10?  0          1            2          3-1       4-3       5-9       6-9       7-12     8-10     9-2       10-2
10.    ow did you find out about Pinot’s Palette?  From a Friend-13        Walk-In -11     Print Advertising-12            Billboard-5      Internet-9        This Survey-0

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Final Project: Hypothesis and Sample Questions

Hypothesis: Would increasing awareness of Pinot’s Palette raise class attendance, lead to more patronage, and boost profits.

Survey Questions: All surveys are confidential and will be used to improve your future experience. Circle as many answers that apply to you. You may circle multiple times per answer when applicable.

1.   Would you consider yourself an artist or creative?   Yes      No   Maybe
2.  Do you like to try new things on dates?         Yes   No   Maybe
3.  Would you come back for another class?      Yes    No  Maybe
4.  Would you come back on a date, with a group, or by yourself?  Yes-Date    Yes-Group     Yes-Myself          No      Maybe
5. Would you recommend Pinot’s Palette to a friend?  Yes   No    Maybe
6.  What did you like most about Pinot’s Palette?
7.  What did you like least about Pinot’s Palette?
8.  Was the cost reasonable for the services provided?
9.  Did you think the atmosphere (music, lighting, ambiance, etc) suitable? 
10. Would you enjoy other art classes like drawing/sketching, collages, scrapbooking, pottery, etc.?             Yes          No    Maybe
11.  What did you think about the teaching style? 
12. How many drinks did you have this evening?  One     A couple    More than a few    I lost count    None
13. If you were to review your time here at Pinot’s Palette, what score would you give it out of 10?  0     1       2      3      4      5       6       7     8     9     10
14.  How did you find out about Pinot’s Palette?  From a Friend      Walk-In   Print Advertising          Billboard      Internet        This Survey          

Week 9 EOC: The Dark Side of Market Research

Doing the initial research for the "Dark Side" marketing research, I can across topics that included pornography, tobacco advertisements, and an assortment of other devious subject matter. It is true that we live in a very strange time in the history of humanity. More people are alive and interconnected with the rest of society through the internet. From a marketing research point of view, this is fantastic. However, the information that we can get from just basic research of these deviant sites is a little shocking. I could discuss how research shows that smokers that are concerned with their health smoke “light” cigarettes and are more likely to use vaporizers despite the lack of knowledge of what is supposed to make them the “healthier” option. Instead I’m going to focus on the porn statistics that came from my research.

Our Culture is Porn Culture (U.S. and International Figures)

• There are over 68 million daily searches for pornography in the United States. That’s 25% of all daily searches (IFR, 2006).
• 10% of adults admit to having an addiction to online pornography (IFR, 2006).
• This possibly means around 90% of adult men are either liars, in complete denial or have a healthy sex life of the internet.
• Every 39 minutes a new porn film is created in the United States.
• 20% of American men admit they access pornography at work.
• 70% of all Internet porn traffic occurs during workdays (9am – 5pm) (Sex Tracker, 2012)
• The porn industry makes more money than Hollywood.  (US Statistics)
• 13,000 adult videos are produced annually, amassing over $13 billion dollars in profit. By comparison, Hollywood released 507 movies and made only 8.8 billion (Bridges and Wosnitzer, 2007).
• They also make more than:
• The National Football League, The National Basketball Association and Major League Baseball combined and more than NBC, CBS, and ABC combined. In addition, they have larger revenues than the top technology companies (Microsoft, Google, Amazon, eBay, Yahoo, Apple and Netflix) combined (IFR, 2006).

This research has opened my eyes to the insidious nature of pornography and how it has embedded itself into our culture. To liven things up I have included a link to a video to make me feel better.

https://youtu.be/zBDCq6Q8k2E

Week 8 EOC: Excel Graph

What I relearned this week doing the Graphs on Excel was that I knew what to do and how to troubleshoot my issues. I also learned how to teach someone how to make graphs and save them. I find it amusing the generational gap between the student I was helping and myself. She was very nervous and stressed about learning how to save images using the "Print Screen" function. What was most surprising is that the skills that I take for granted became something that someone needed to learn. 

Week 7 EOC: Final Project Pitch

Working with the managers of Pinot’s Palette, in Henderson located in The District at Green Valley Ranch, I will be doing a survey to find a solution to a problem that they may have. I was able to contact them on the phone and I followed up with an email to clarify what my intention of the survey is. Essentially I said,”The purpose of this project is to identify a "marketing problem" with a business; usually it is just a matter of getting more customers to visit an establishment or creating awareness. The point of our meeting is to identify specifics and creating a survey that I can ask people.” So my goal, prior to the interview that I will be having later this week, is to increase foot traffic into the building, which may lead to more patronage, all by creating more awareness.

Pinot's Palette is the upscale destination in Las Vegas where you can "Paint. Drink. Have Fun." At their studio, anyone can be an artist and have fun being creative - no art experience required! In two or three hours you can create a festive, whimsical and colorful painting while sipping on your favorite beverage. And here’s why their motto is “Paint. Drink. Have Fun.” This is why I chose to do my project with them, not because I can drink on the job (my drinking days are behind me anyways), because anyone can have fun being an artist and use their creativity. Pinot’s Palette is a great place for a fun date night, group activity, or if someone just wants to gain some experience as an artist. I would consider myself an artist and I would find this to be a fun thing to do.

I hypothesize that more people will attend these classes if they were aware of the place. I intend to prove this with more research that I will conduct in the upcoming weeks. 

EOC week 6: Deeper meaning of the film BIG

The movie Big starring Tom Hanks, is an amusing story of how feeding a quarter to a magical arcade game can change a boy’s life and give him an opportunity to become the vice-president of a major toy company. Ignoring the plot and focusing on the marketing aspect of the film, I noticed how exploratory research was being employed. Exploratory research can illuminate the environment and help advance the aim of the research. The focus groups that were made up of kids that played with the toys and expressed their attitudes toward the products. These focus groups are in an interactive setting, coordinated by the company. This form of longitudinal research examines shifts over time. Casual research was being performed by the president of the company on the weekends. He would walk around the store and observe how the consumers reacted and interacted with the products. This approach relies upon the experiments to establish a cause and effect relationships by controlling external influences in an effort to evaluate the cause and effect relationship between the two variables. Also brainstorming was another way research was being carried out in the movie. Once Josh (Tom Hanks’ character) gave his ideas they rest of the group was able to feed off of his creativity. Had they conducted the research with more people, then they would have had more data to use that would have made a better product. Most of the research done cannot be used in a valid or reliable way, because the professional who was using his knowledge as a child and not as someone who knows what they are doing. I’ll hand it to the kid, he was able to make a success of himself and evade the police for the kidnapping of himself. Reliability in a research context is the degree to which measures are free from random error and, therefore, yield consistent results. The company could have double checked all of the components of the study to make sure there were no data errors, but they probably were wondering what happened to the big guy when he went missing.