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Market Research Project for the Turnage Theater in Washington, NC.

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  • Q26: Age
    Age: Starting with some demographics we found that the majority of people fell within the ages of 50-69.
  • Q27: Gender
    Q31: Are you a current student?
    Student/Gender: About 64% were males versus 36% females.
    Only 1% of people were listed as part-time students. A quarter of the people are full-time and the rest of the 73% was comprised of no students which further proves that most of the people needed to be targeted are in the workforce or already retired.
  • Q28: Marital Status
    Q29: How many children live in your household?
    Marital Status: The majority of people (62%) are married with about 1.27 children.
    Also a quarter of the people are single.
  • Q30: Education
    Q32: Occupation
    Education/Occupation: 85% of people at least had some college under their belts, with more than half either receiving a 4 year degree/post-graduate degree. Again, most of the people are retirees.
  • Q30: Education
    Q32: Occupation
    Education/Occupation: 85% of people at least had some college under their belts, with more than half either receiving a 4 year degree/post-graduate degree. Again, most of the people are retirees.
  • Q33: What is your average household income per year?
    Q34: What is your current zip code?
    27889=Washington, NC
    27858= Greenville, NC
    27817=Chocowinity
    Zip Code/Household Income: *just a note* it seems that the river attracts a lot of people to go to the theatre since its so close.
  • Q33: What is your average household income per year?
    Q34: What is your current zip code?
    27889=Washington, NC
    27858= Greenville, NC
    27817=Chocowinity
    Zip Code/Household Income: *just a note* it seems that the river attracts a lot of people to go to the theatre since its so close.
  • Q1: How many times in the past 5 years, have you been to any theater performance?
    We asked the question, “how many theater performances have you attended in the past 5 years,” in general. People usually don’t go to just one show because almost half of the people stated that they had been to 10 or more performances.
  • Q3: How important is the following to you when deciding on a theater to attend?
    1=Not important at All
    5=Extremely Important
    When people are deciding on what theater to choose they look at these things, starting from most important to least important:
    Price
    The time of the play
    Theater Quality
    Location
    Parking
    Historical Background
    Size of Theater
    People want the most conveniently timed and priced performances!
  • Q4: I go to plays or performances that… (select all that apply)?
    We can see that when people have been recommended to see a play or they have heard it they are more inclined to attend one.
    Word of mouth spreads fast.
  • Q5: How likely are you to use each of the following when choosing an upcoming theater productions?
    1=Very Unlikely
    3= Neither
    5=Very Likely
    Now the internet, theater website, newspaper and word of mouth were the top 4 ways people found out about productions.
    Most homes have a source of internet now, so it can be used as a powerful tool when trying to communicate with your customers.
  • Q10: What is your maximum price range for a single ticket?
    Q11: What is the maximum amount of time you are willing to travel to see a play or performance?
  • Q10: What is your maximum price range for a single ticket?
    Q11: What is the maximum amount of time you are willing to travel to see a play or performance?
  • Q6: How long do you think each of these shows should last?
    Children shows must be short. You can’t get a child to pay attention for a long time.
    For the most part 1:30-1:59 is the most desired time of a performance.
  • Q7:How likely are you to attend a play or performance on the following days?
    Q8: How likely are you to attend a play or performance during these given times?
    1=Very Unlikely
    3=Undecided
    5=Very Likely
    The most opportune time to go to a play showed to be Friday/Saturday from 6pm-8pm. Although, there is no significant difference on the days of the weekend. Friday, Saturday, and Sunday all rated fairly high.
    Make sure later we say how it should be more of an experience. Friday “dinner and a play” or something.
    WEEKEND SHOWS A HIT!
  • Q9:Who do you attend plays or performances with (select all that apply)?
    Hardly anyone goes to a performance alone which is why most people selected that they enjoy going with friends, family and their significant others. Again like we said before making it more of an “experience” rather than just a play because there are so many married couples who go.
  • Q12: How true are each of the following keep you from attending a theater performance?
    1=Extremely False
    3=Undecided
    5=Extremely True
    Some things that prevent people from coming:
    Lack of interest in plays/performances
    Unaware of performances
    Not enough time
    No one to go with
  • Q13: How familiar are you with the city of Washington, NC?
    Q14: How familiar are you with the Turnage Theater?
    1=Very Unfamiliar
    3=Kind of Familiar
    5=Extremely Familiar
    There are not a substantial amount of people who had even heard of little Washington and it showed also with the awareness level of the theatre.
    If you have been to Washington you have more than likely attended a play or performance , just mainly the people who have never heard of Washington don’t know that there is a theatre.
  • Q2: How aware are you of any upcoming plays or performances (at any theater)?
    Q18: How interested are you in attending the following live theater productions, at the Turnage Theater?
    1=Extremely Unaware
    3=Aware
    5=Extremely Aware
  • Q15: How often does the Turnage Theater come up in conversation?
    Q17: How interested would you be in learning more about the Turnage Theater?
    1=Definitely will Not
    3=I don’t know
    5=Definitely Will
    Q21: How likely are you to see any production at the Turnage Theater?
    Q25: What is the likelihood of you becoming a member at the Turnage Theater?
    1=Extremely Unlikely
    3=Undecided
    5=Extremely Likely
  • Q16: How have you learned about the Turnage Theater (select all that apply)?
    Thing such as online(websites), word of mouth, newspaper and email seem to have been the best ways of communicating times of performances.
    Direct mail and fliers can still be used but more of an emphasis on the things that have worked could be a success.
  • Q19: How interested are you in attending the following live theater productions, at the Turnage Theater?
    1=Extremely Disinterested
    3=Neutral
    5=Extremely Interested
    Musicals seem to be popular as well as movies. I know when I go to a play I usually want some sort of music.
    Surprisingly children showed little interest.
  • Q20: How interested are you in attending the following musical performances, at the Turnage Theater?
    1=Extremely Disinterested
    3=Neutral
    5=Extremely Interested
    There was no type of live musicals that dominated the others.
    People want a variety of things.
    Make sure they stay interested.
  • Q22: How many times have you attended the Turnage Theater, in the past 5 years?
  • Q23: How satisfied are you with the following features of Turnage Theater?
    1=Extremely Dissatisfied
    3=Neutral
    5=Extremely Interested
  • Q24:If you were dissatisfied with anything, please explain below:
  • Question 35: Are you a current member of the Turnage Theater Foundation?
    Out of the 348 people, 229 people are members
  • Q36: What kind of membership do you have?
  • Q37: Why did you become a member at the Turnage Theater?
  • Q38: Why did you pick the membership you have?
  • Q39: How satisfied are you with your membership at Turnage Theater?
    1= Extremely Dissatisfied
    3=Neutral
    5=Extremely Satisfied
    Q40: Please rate the ease of becoming a member of the Turnage Theater.
    1=Extremely Difficult
    5=Extremely Easy
    Q41: Since becoming a member, has it effected the number of your attendances?
    1=Attend Less
    2=Same
    3=Attend More
    Q43: Have you becoming more aware of upcoming shows since becoming a member?
    1=Less Aware
    2=Same
    3= More Aware
    It is pretty easy to become a member and satisfaction level is also high.
    The attendance since becoming a member has little effect.
    Since becoming a member most people are just as aware of upcoming shows.
  • Q44: Do you know other members (select all that apply)?
    It is almost like church. People know each other and have known each other for a long time. It is family oriented because it reflects the little town of Washington.
    Also people like going with their significant other.
  • Q 42: What benefits would you like to see added to your current membership?
    Again with prices, people want convenient pricing or discounts on tickets.
    Preferred seating is something people enjoy having. Let them pick.
    Dinner/Show packs. “The experience”
  • Type Of Test Ran: One Sample
    Hypothesis 5: People are most likely to attend a theater production on a Friday.
    Used Question: 7 (How likely are you to attend a play or performances on the following days?)
    Hypothesis Proved: TRUE (but not significant)
  • Type Of Test Ran: Independent T-Test
    Hypothesis 21: People ages 18-29 will answer at least a 3.0 in likeliness to attend show times 6pm and later.
    Used Questions: 8 (How likely are you to attend a play or performance during these given times? [3.0 means Undecided]) and 26 (Age)
    Hypothesis Proved: TRUE
  • Type Of Test Ran: One Sample
    Hypothesis 6: People are more likely to attend a theater performance during a 6-8 performance
    Used Question: 8 (How likely are you to attend a play or performance during these given times?)
    Hypothesis Proved: TRUE (but not significant)
  • Type Of Test Ran: Independent T-Test
    Hypothesis 8: People enrolled in school are more likely to attend a production on a Saturday or Sunday.
    Questions: 7 (How likely are you to attend a play or performances on the following days?) and 31 (Are you a current student?)
    Hypothesis Proved: TRUE
  • Type Of Test Ran: Independent T-Test
    Hypothesis 3: Younger age groups will answer at least a 3.0 in interest level of attending a live musical performance at Turnage Theater.
    Used Questions: 19 (How interested are you in attending the following LIVE theater productions, at the Turnage Theater? [3.0 Neutral]) and 26 (Age)
    Hypothesis Proved: TRUE
  • Type Of Test Ran: Independent T-Test
    Hypothesis 11.5: People ages 18-29 will answer at least a 3.0 in interest level in Comedies
    Used Question: 19 (How interested are you in attending the following LIVE theater productions, at the Turnage Theater? [3.0 means neutral]) and 26 (Age)
    Hypothesis Proved: TRUE
  • Type Of Test Ran: Independent T-Test
    Hypothesis 11: People ages 18-29 will answer at least a 3.0 in interest level in musical performances.
    Used Question: 20 (How interested are you in attending the following musical performances, at the Turnage Theater? [3.0 means neutral]) and 26 (Age)
    Hypothesis Proved: TRUE
  • Type Of Test Ran: ANOVA
    Hypothesis 19: We believe that married couples will rate musical comedies the highest out of all the choices.
    Used Questions: 19 (How interested are you in attending the following LIVE theater productions, at the Turnage Theater?) and 28 (Marital Status)
    Hypothesis Proved: TRUE
  • Type Of Test Ran: Correlation
    Hypothesis 20: People who have an interest level in learning more about the Turnage Theater will show interest level in attending a live musical performance.
    Used Questions: 17 (How interested would you be in learning more about the Turnage Theater?) and 20 (How interested are you in attending the following musical performances, at the Turnage Theater?)
    Hypothesis Proved: TRUE
  • Type Of Test Ran: Correlation
    Hypothesis 22: We believe that the likelihood of attending a musical performance will share a similar likelihood of attending another type of performance.
    Used Questions: 19 (How interested are you in attending the following LIVE theater productions, at the Turnage Theater?) and 20 (How interested are you in attending the following musical performances, at the Turnage Theater?)
    Hypothesis Proved: TRUE
  • Type Of Test Ran: Independent T-Test
    Hypothesis 7: Someone who has seen a production at least 5 times is more likely to watch a longer production. Used Questions: 1 ( How many times, in the past 5 years, have you been to ANY Theater performance?) and 6 (How long do you think each of these show should last?)
    Hypothesis Proved: FALSE
  • Type Of Test Ran: Independent T-Test
    Hypothesis 13: Customers who have attended the Turnage Theater 5 or more times will rate a satisfaction scale of at least 3.0.
    Used Questions: 22 (How many times have you attended the Turnage Theater, in the past 5 years?) and 23 (How satisfied are you with the following features of the Turnage Theater? [3.0 means neutral])
    Hypothesis Proved: FALSE
  • Type Of Test Ran: Independent T-Test
    Hypothesis 16: People who have attended at least 5 theater performances, in the past 5 years are more interested in learning about the Turnage Theater.
    Used Questions: 17 (How interested would you be in learning more about the Turnage Theater?) and 1 (How many times, in the past 5 years, have you been to ANY theater performance?)
    Hypothesis Proved: FALSE
  • Type Of Test Ran: Independent T-Test
    Hypothesis 15: People who have rated there interest level a 3.0 in learning more about the Turnage Theater are more willing to travel.
    Used Questions: 17 (How interested would you be in learning more about the Turnage Theater? [3.0 means interested]) and 11 (What is the MAXIMUM amount of time you are willing to travel to see a play or production?)
    Hypothesis Proved: FALSE
  • Type Of Test Ran: Independent T-Test
    Hypothesis 10: Full Time student’s familiarity of the Turnage Theater will average at 1.0.
    Used Questions: 14 ( How familiar are you with the Turnage Theater? ) and 31 (Are you a current student?) [1.0 is Very unfamiliar.]
    Hypothesis Proved: TRUE
  • Type Of Test Ran: ANOVA
    Hypothesis 12:Younger people will prove to be very unlikely to become a member at Turnage Theater.
    Used Questions: 25 (What is the likelihood of you becoming a member at the Turnage Theater?) and 26 (Age)
    Hypothesis Proved: TRUE
  • Type Of Test Ran: Independent T-Test
    Hypothesis 2: The younger population would most likely purchase a ticket online.
    Used Questions: 5 (How likely are you to use each of the following when choosing an upcoming theater production?) and 26 (Age)
    Hypothesis Proved: SOME WHAT TRUE
  • Type Of Test Ran: Independent T-Test
    Hypothesis 14: We believe that the amount of money you will spend on a production depends on how you found out about it.
    Used Questions: 5 (How likely are you to use each of the following when choosing an upcoming theater production?) and 10 (What is your MAXIMUM price range for a single ticket?)
    Hypothesis Proved: TRUE
  • Type Of Test Ran: One Sample
    Hypothesis 18: We think people don’t attend theater performances mainly because they are not aware.
    Used Question: 12 (How true are each of the following keep you from attending a theater performance?)
    Hypothesis Proved: FALSE (no difference)
  • Type Of Test Ran: One Sample
    Hypothesis 4: We think that people will think that the times performances are available is the most important factor when deciding on a theater to attend.
    Used Question: 3 (How important is the following to you when deciding on a theater to attend?)Hypothesis Proved: FALSE
  • Type Of Test Ran: Independent T-Test
    Hypothesis 1: Females would care more about the aspects of deciding on a theater to attend, than a male would.
    Used Questions: 27 (gender) and 3 (How important is the following to you when deciding on a theater to attend?)
    Hypothesis Proved: TRUE
  • Type Of Test Ran: Independent T-Test
    Hypothesis 17: Women will be more likely to rate higher with satisfaction level of the features at the Turnage Theater than males.
    Used Questions: 23 (How satisfied are you with the following features of Turnage Theater?) and 27 (Gender)
    Hypothesis Proved: TRUE
  • Attendance:
    44% of people have attend at least 10 performances over the past 5 years (at any theater) and 26% of people have attend at least 10 performances over the past 5 years (at the Turnage Theater)
  • People attend plays that were:
    Recommended to see
    Have heard of before, so work on getting good word of mouth.
    Travel Time:
    42.3% are willing to travel over an hour to attend a performance.
  • Hypothesis 23: If people are familiar with Washington, NC they will be more likely to know of the Turnage Theater.
    **In conclusion, there is a strong significant relationship between familiarity with Washington, NC and the Turnage Theater.
    Used Questions: 13 (How familiar are you with the city of Washing, NC?) and 14 (How familiar are you with the Turnage Theater?)
    Hypothesis Proved: TRUE
  • Marketing Research Presentation

    1. 1. Turnage TheaterTurnage Theater FoundationFoundation
    2. 2. Mission StatementMission Statement The mission of the Turnage Theaters Foundation is to enrich and cultivate the heritage of the community by authentically restoring, and effectively operating the Turnage Theaters, establishing a cultural center to be used for the performing arts, community gatherings, educational programs, corporate expos and meetings, and private functions for residents and visitors of Eastern North Carolina.
    3. 3. IssuesIssues People under the age of 50 are not regularly attending plays. Average attendance ranges only from about 50 to 60%. There is insufficient marketing techniques. There is an uncertainty of customer satisfaction which shows through the lack of membership at the Turnage Theater.
    4. 4. ObjectivesObjectives  Find out how many people are aware there is a theater in Washington (College Students)  Determine what types of people in surrounding communities are willing to travel.  Examine how customers (members/nonmembers) feel about their experience at the Turnage Theater.  Identify what factors influence customers to attend the Turnage Theater.  Distinguish what marketing techniques are most effective.
    5. 5. ObjectivesObjectives  Detect if potential customers are interested in encountering new experiences.  Discover how aware customers are about performances in general.  Uncover how to get people to return to Turnage Theater.  Examine what attracted current membership holders to join.  Establish what method of communication would be most efficient for customers and members.
    6. 6. Data Collection PlanData Collection Plan Through email, survey current members, customers, and former customers to find out current satisfaction level. Look at previous years numbers and analyze what was the most effective. Conduct a general survey to students of a wide range of majors at East Carolina University.
    7. 7. Basic AnalysisBasic Analysis
    8. 8. DemographicsDemographics
    9. 9. AgeAge
    10. 10. GenderGender Current StudentCurrent Student
    11. 11. Average number of children in peoples households is 1.27
    12. 12. EducationEducation
    13. 13. OccupationOccupation
    14. 14. Household IncomeHousehold Income
    15. 15. Zip CodesZip Codes
    16. 16. BackgroundBackground InformationInformation
    17. 17. Attendance in Any TheaterAttendance in Any Theater (past 5 years)(past 5 years)
    18. 18. Theater Decision FactorsTheater Decision Factors Additional Factors:  Cleanliness (1)  Theaters Comfortably (1)  Concession Stands (1)  Programming (17)  Sound Quality (2)  Friendly Atmosphere (2)  Price (4)  Quality of Production (2)  Leg Room (2) 1=Not important at All 5=Extremely Important
    19. 19. People go to plays that…People go to plays that…
    20. 20. Methods of finding a theaterMethods of finding a theater production:production: 1=Very Unlikely 3= Neither 5=Very Likely
    21. 21. Maximum Travel TimeMaximum Travel Time
    22. 22. Maximum Ticket PriceMaximum Ticket Price
    23. 23. Length of time showsLength of time shows should last:should last:
    24. 24. DaysDays Preferred:Preferred: TimesTimes Preferred:Preferred: 1=Very Unlikely 3=Undecided 5=Very Likely
    25. 25. Preferred Company:Preferred Company:
    26. 26. Potential PreventionPotential Prevention Additional Reasons: o Work (1) o Budget (1) o Babysitter (1) 1=Extremely False 3=Undecided 5=Extremely True oDistance (1) oLack of choice (2) oWeather (1) oIllnesses (2)
    27. 27. Turnage TheaterTurnage Theater
    28. 28. Level of FamiliarityLevel of Familiarity 1=Very Unfamiliar 3=Kind of Familiar 5=Extremely Familiar
    29. 29. Level of AwarenessLevel of Awareness 1=Extremely Unaware 3=Aware 5=Extremely Aware
    30. 30. Information aboutInformation about Turange TheaterTurange Theater
    31. 31. Ways people have learnedWays people have learned about Turnageabout Turnage
    32. 32. Interest in live TheaterInterest in live Theater ProductionsProductions Additional Interest:  Dance Performances (2)  Classical Music (2)  Opera (2)  Lectures (1)  Classical Country (2)  Movies (10) 1=Extremely Disinterested 3=Neutral 5=Extremely Interested
    33. 33. Interest Live MusicalInterest Live Musical PerformancesPerformances 1=Extremely Disinterested 3=Neutral 5=Extremely Interested
    34. 34. Turnage AttendanceTurnage Attendance (past 5 years)(past 5 years)
    35. 35. Satisfaction TurnageSatisfaction Turnage QualitiesQualities Additional Concerns:  Pricing (1)  Sound System (1)  Parking (1)  Seating (5) 1=Extremely Dissatisfied 3=Neutral 5=Extremely Interested
    36. 36. Typical things people areTypical things people are not satisfied with:not satisfied with: Shows appeals to 70+ crowds No leg room Prices; performances is not always worth the ticket price Expand the snack and beverage area Lobby is to plain
    37. 37. Turnage MemberTurnage Member AnswersAnswers
    38. 38. Member of theMember of the Turnage TheaterTurnage Theater
    39. 39. MembershipsMemberships
    40. 40. Typical responses to whyTypical responses to why people become members:people become members: Love for the theater Supporting live performances Supporting the community Supporting local theaters Enjoys the shows
    41. 41. Why did people chose thatWhy did people chose that type of membership?type of membership? Only one they can afford, budget wise Benefits offered For advanced show listings and discount tickets Support the theater Friends of people who work at Turnage
    42. 42. Satisfaction withSatisfaction with membership at Turnage?membership at Turnage?
    43. 43. Who current membersWho current members know?know?
    44. 44. Benefits Members WantBenefits Members Want Additional Benefits:  Shows for Members Only  Group Discounts  Dinner/Show Packs  Special Events  None
    45. 45. HypothesisHypothesis
    46. 46. Are people more likely to come on aAre people more likely to come on a Friday or Saturday?Friday or Saturday? In conclusion, there is not a significant difference between people coming on a Friday or Saturday night even though they are the most popular days to attend. However, there is a significant difference of attending on Monday-Thursday and Sunday. Attending on Monday-Thursday has the lowest attending rate and Sunday has second
    47. 47. What time is most desirable forWhat time is most desirable for people ages 18-29?people ages 18-29? In conclusion, people aged 18-29 rated going to a show between 2-4 and 8-10 significantly higher that people 30 years or older. However, 18-29 year olds are more likely to go to a performance after 6pm.
    48. 48. Will younger people be more likelyWill younger people be more likely to attend late show times?to attend late show times? In conclusion, 12-2 is the only time there is a significant difference; however it is least preferred. There is not a significant difference between the rest of the times, but 6-8 does have the highest average likelihood.
    49. 49. Do full time students and non studentsDo full time students and non students differ in willingness to see adiffer in willingness to see a production?production? In conclusion, non-students are significantly more likely to see a production on all of the days over full-time students. However, students are more likely to see a show on a Friday, Saturday, and Sunday.
    50. 50. Will the younger age groups be moreWill the younger age groups be more interested in live musicalinterested in live musical performances?performances? In conclusion, there is a significant difference, that states that younger people are more interested in watching live Musical Performances, Musical Comedies, Play/Theatricals, and Other performances; over older people.
    51. 51. Will younger people be moreWill younger people be more interested in Comedies?interested in Comedies? In conclusion, people ages 18-29 is more likely to be interested in musical performances, musical comedies, plays/theatricals, and other performances than people 30 and older.
    52. 52. What types of musical performancesWhat types of musical performances do the 18-29 group prefer?do the 18-29 group prefer? In conclusion, people ages 18-29 is more likely to be interested in all of the musical performances than people 30 and older.
    53. 53. Will married couples rate musicalWill married couples rate musical comedies the highest?comedies the highest? In conclusion, married couples were significantly satisfied with musical performances, musical comedies, and plays/ theatricals, but musical performances were rated the highest.
    54. 54. Will people interested in learning about TurnageWill people interested in learning about Turnage attend musical performances?attend musical performances? In conclusion, there is a significant relationship between learning more about the Turnage Theater and all of the musical performances except for country performances.
    55. 55. Will the likelihood of attending musicalWill the likelihood of attending musical performances correlate with other performanceperformances correlate with other performance types?types? In conclusion there was a significant differences between musical performances and everything except for children shows.
    56. 56. Continue…Continue… In addition, to musical performances children shows is not significantly related to blue grass, country, folk, and jazz Then, impersonators is not significantly related with blue grass and jazz Finally, jazz is not significantly related with classical comedians and country.
    57. 57. Is someone who has seen at least 5Is someone who has seen at least 5 productions likely to watch a longerproductions likely to watch a longer one?one? In conclusion, people who have seen less than 5 performances have a significantly higher chance of watching a longer performance for Plays/ Theatricals, Musical Performances, and Musical Comedies.
    58. 58. Will customers with 5 or moreWill customers with 5 or more attendances rate a high satisfactionattendances rate a high satisfaction level?level? In conclusion, people who have attended the Turnage Theater less than 5 times were significantly more satisfied with the box office and the show selection that people who have attend more than 5 performances. However, overall people rated everything above a 3.0 satisfaction level, except for other.
    59. 59. Are people more inclined to learn about Turnage ifAre people more inclined to learn about Turnage if they have been to 5 performances in the past 5they have been to 5 performances in the past 5 years?years? In conclusion, people who have attended less than 5 productions in the last 5 years are significantly more likely to be interested in learning about the Turnage Theater. Interest in Learning more about the Turnage Theater.
    60. 60. Will people who rated high interest inWill people who rated high interest in learning about Turnage travel farther?learning about Turnage travel farther? In conclusion, people who rated a interest level of less than or equal to a 3.0 in learning more about the Turnage Theater are more willing to travel further.
    61. 61. Will full time students have minimalWill full time students have minimal familiarity of Turnage?familiarity of Turnage? In conclusion, people who are not students are extremely more familiar with the Turnage Theater; however, full-time students are a little more aware than expected.
    62. 62. Is it unlikely for younger people toIs it unlikely for younger people to become members?become members? In conclusion, there is a significant difference between people becoming members of the Turnage Theater, in which younger people are less likely to attend than older people, as you can see demonstrated in this graph.
    63. 63. Will younger population mostWill younger population most likely purchase a ticket online?likely purchase a ticket online? In conclusion, younger people are significantly more likely to use the Theater’s Website and the Newspaper and older people are significantly more likely to use the Yellow Pages, Bulletin Boards, and Ticket Master.
    64. 64. Will ways people are informed ofWill ways people are informed of productions effect amount spent?productions effect amount spent? In conclusion, there is a significant difference between the majority of the ways you can find out about a production and the price. Such as people that are more willing to pay less than $50 if they found out about it through the internet, newspaper, box office, or ticket master; and the people that are willing to pay more than $50 are more likely to use the yellow pages or a bulletin board.
    65. 65. Is unawareness the main reasonIs unawareness the main reason people don’t attend?people don’t attend? In conclusion, people not being aware is not significant over any other reason for not attending and for the most part there is not a significant differences between all the reasons expect for having no one to go with is significantly less likely to be the reason why people wont go.
    66. 66. Are times performances are availableAre times performances are available the most important theater feature?the most important theater feature? In conclusion, times performances are available is not significantly more important than any of the other qualities; however, theater parking is significantly different than all the other qualities.
    67. 67. Do females care more aboutDo females care more about theater aspects than males?theater aspects than males? In conclusion, only show availability and location were rated significantly more important for females than males.
    68. 68. Will women rate satisfaction ofWill women rate satisfaction of Turnage features higher than males?Turnage features higher than males? In conclusion, females rated satisfaction of the Turnage Theater generally higher than males but significantly higher in box office, theater website, show quality, and show prices.
    69. 69. RecommendationsRecommendations  People look for a theater to attend through the: ◦ Internet ◦ Theater Websites ◦ Newspaper ◦ Friends, Family, and Co-Workers.  Ways people learned about Turnage: ◦ Online ◦ Email ◦ Word of Mouth ◦ Newspaper  People have the same awareness status of the Turnage Theater to any other theater, so increase your advertising in: ◦ Internet ◦ Theater Websites ◦ Newspaper ◦ Friends, Family, and Co-Workers. ◦ Word of Mouth.
    70. 70. RecommendationsRecommendations People don’t like to be at any performance over 2 hours. Try to focus show times on a Friday or Saturday past 6pm. Try to price under $40 Travel time does not seem to be an issue People ages 18-29 years old prefer: ◦ Musical Performances ◦ Musical Comedy ◦ Plays/Theatricals  Specifically, Musical Performances that are Rock & Roll or Jazz
    71. 71. RecommendationsRecommendations  Important deciding factors for theaters: ◦ Theaters Quality ◦ Location ◦ Times Available.  People attend plays that were: ◦ Recommended to see ◦ Have heard of before  Popular live theater productions: ◦ Musical Performances ◦ Plays  Unpopular live theater productions: ◦ Impersonators ◦ Children Shows  Most popular live musical performances- Rock and Roll
    72. 72. RecommendationsRecommendations  Satisfied Theater Qualities: ◦ Box Office ◦ Website ◦ Facility ◦ Quality of Shows  Unsatisfied Theater Qualities: ◦ Bar and snack area (Expand beverage and snack choices)  Benefits Members Want ◦ Show Discounts (Like buy 5 tickets get 1 free) ◦ Preferred Seating (Reserve 2 rows on the bottom level for members only) ◦ Shows for Members Only  A way could be to encourage current members to network others for show discounts.  There is a positive relationship between the people who are familiar with Washington, NC and being familiar with the Turnage Theater.

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