<ul><li>Welcome Mag Mile Festival Committee!  </li></ul><ul><li>Today’s Roundtable Debrief Objectives:  </li></ul><ul><li>...
 
Formulate Problem Determine Data Collection Method Determine   Research   Design Design Data Collection Forms Analyze and ...
Managerial Decision Opportunity & Research Objectives  <ul><li>How can the Greater North Michigan Avenue Association succe...
Where your research solutions begin… Group 7
Demographics Total Respondents – 55
Are currently living in the city of Chicago? *  Have you ever attended the Magnificent Mile Lights Festival presented by H...
Are you aware of Sunday's &quot;Extra Mile&quot;?
Megan, Krysta, Gitana, Heather, Jessica
 
 
 
Team BAMMS
Awareness of the “Extra Mile”
Years Attended
Likelihood to Shop and Dine
Sladjana, Mishawn, Milda, Franco, Alex
 
 
 
Jenny, Emily, Ly, Austin
 
 
 
 
 
Lauren, Jenn, Mary Cate, Ainsleigh
 
 
 
 
Tara, Christina, Jackie, Mark
 
 
 
 
 
 
 
 
 
Caitlin, Jana, Lauren
 
Are you currently living in Chicago? * Have you ever attended the festival before? Crosstabulation Count Have you ever att...
How did you hear about the lights festival? * Have you ever attended the festival before? Crosstabulation Count Have you e...
Are you aware of Sundays Extra Mile shopping event? * Have you ever attended the festival before? Crosstabulation Count Ha...
Are you aware of Sundays Extra Mile shopping event? * On a scale of 1-5 how likely are you to Shop Crosstabulation Count O...
 
Tell us about YOUR Magnificent Mile Experience! We hope that The Magnificent Mile Lights Festival® presented by Harris was...
 
And now let your holidays begin . . .
Upcoming SlideShare
Loading in …5
×

Market Research Service Learning Project: Loyola University Chicago and Magnificent Mile Lights Festival

659 views

Published on

Market & Consumer Survey students at Loyola University Chicago partnered with the Greater North Michigan Avenue Association's Magnificent Mile Lights Festival presented by Harris Bank to explore creating a weekend-long event from the Lights Festival and branding the Mag Mile as one of the greatest avenues in the world. Initial results from a descriptive survey are presented here representing a sample size of 461 intercept interviews from a convenience sample. Data was collected on November 21, 2009 and presented in-class on December 4, 2009. This represents an application of service-learning in the context of a required marketing course to earn a Bachelors of Business Administration. Eighty-two students participated in the project to be renewed in the Fall of 2010.

Published in: Education, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
659
On SlideShare
0
From Embeds
0
Number of Embeds
43
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • This is important to see how many people are coming from out of town. Usually when people do live in Chicago they realize how hectic it is to come down and deal with the crowds so maybe this market will enjoy watching it on TV.
  • Market Research Service Learning Project: Loyola University Chicago and Magnificent Mile Lights Festival

    1. 2. <ul><li>Welcome Mag Mile Festival Committee! </li></ul><ul><li>Today’s Roundtable Debrief Objectives: </li></ul><ul><li>Overview of Data Collection Process and Sample Selection </li></ul><ul><li>Team Presentations of Solution Set for Possible Recommendations </li></ul><ul><li>Next Steps for Analysis </li></ul>
    2. 4. Formulate Problem Determine Data Collection Method Determine Research Design Design Data Collection Forms Analyze and Interpret the Data Prepare the Research Report Design Sample and Collect Data
    3. 5. Managerial Decision Opportunity & Research Objectives <ul><li>How can the Greater North Michigan Avenue Association successfully expand the Magnificent Mile Lights Festival from a one-day event into a weekend-long experience? </li></ul><ul><li>Identify which aspect of Michigan Avenue and the Magnificent Mile Lights Festival is the most influential in keeping visitors in the area. </li></ul><ul><li>Determine how long most visitors remain on Michigan Avenue/in Chicago for activities other than the parade </li></ul><ul><li>3. Discover which promotional campaigns are most effective in drawing in visitors to the festival. </li></ul>
    4. 6. Where your research solutions begin… Group 7
    5. 7. Demographics Total Respondents – 55
    6. 8. Are currently living in the city of Chicago? * Have you ever attended the Magnificent Mile Lights Festival presented by Harris Bank? Cross tabulation
    7. 9. Are you aware of Sunday's &quot;Extra Mile&quot;?
    8. 10. Megan, Krysta, Gitana, Heather, Jessica
    9. 14. Team BAMMS
    10. 15. Awareness of the “Extra Mile”
    11. 16. Years Attended
    12. 17. Likelihood to Shop and Dine
    13. 18. Sladjana, Mishawn, Milda, Franco, Alex
    14. 22. Jenny, Emily, Ly, Austin
    15. 28. Lauren, Jenn, Mary Cate, Ainsleigh
    16. 33. Tara, Christina, Jackie, Mark
    17. 43. Caitlin, Jana, Lauren
    18. 45. Are you currently living in Chicago? * Have you ever attended the festival before? Crosstabulation Count Have you ever attended the festival before? Total Yes No Are you currently living in Chicago? Yes 3 4 7 No 18 22 40   Total 21 26 47
    19. 46. How did you hear about the lights festival? * Have you ever attended the festival before? Crosstabulation Count Have you ever attended the festival before? Total Yes No How did you hear about the lights festival? ABC 7 1 2 3 101.9 FM The Mix 0 3 3 Radio Disney 2 0 2 Chicago Tribune 2 0 2 Hotel Concierge 0 1 1 Facebook 1 0 1 www.themagnificentmile.com 3 3 6 street banner/ads 1 0 1 other 6 12 18 Total 16 21 37
    20. 47. Are you aware of Sundays Extra Mile shopping event? * Have you ever attended the festival before? Crosstabulation Count Have you ever attended the festival before? Total Yes No Are you aware of Sundays Extra Mile shopping event? Yes 3 9 12 No 18 17 35 Total 21 26 47 Are you aware of Sundays Extra Mile shopping event? Frequency Percent Valid Percent Cumulative Percent Valid Yes 12 25.5 25.5 25.5 No 35 74.5 74.5 100.0 Total 47 100.0 100.0  
    21. 48. Are you aware of Sundays Extra Mile shopping event? * On a scale of 1-5 how likely are you to Shop Crosstabulation Count On a scale of 1-5 how likely are you to Shop Total will not not likely somewhat likely likely will Are you aware of Sundays Extra Mile shopping event? Yes 1 1 1 0 9 12 No 8 2 4 3 18 35 Total 9 3 5 3 27 47
    22. 50. Tell us about YOUR Magnificent Mile Experience! We hope that The Magnificent Mile Lights Festival® presented by Harris was where YOUR holidays began on Saturday, November 21, 2009. Now, we want to know what you thought of your Magnificent Mile experience! Participate in this brief survey and lend us your feedback about the event that kicked off the nation’s holiday season! Answer all the questions and enter for a chance to win tickets for the Chicago Bulls and the Chicago Blackhawks! Thank you for your time and feedback. We look forward to welcoming you back again and again to The Magnificent Mile®, One of the Great Avenues of the World!
    23. 52. And now let your holidays begin . . .

    ×