1. 2015
Research Report: Bluestone
Academy Surveys
BY: ISHANTI SANDERS, MIRANDA FARLOW, REGINA
CARTER, AND STEFANIE FRUNZ
CENTRAL COMMUNICATIONAGENCY
CENTRAL WASHINGTONUNIVERSITY
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Contents
Introduction…………………………………………………………………………………………………3
Perception Survey Results ……………………………………………………………………………3
Customer Feedback……………………………………………………………………………………...4
Prices People Are Willing to Pay…………………………………………………………………..4
Quality Survey Results………………………………………………………………………………….5
Conclusion…………………………………………………………………………..................................5
Works Cited………………………………………………………………………………………………….7
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Introduction
In Fall of 2015, two surveys were conducted to serve two different purposes. The
first survey is the Perception Survey. This survey will allow incite on how Central
Students’ view Bluestone Academy. This survey shows how much people know
about Bluestone Academy as well. The second survey, which is the Quality Survey,
gives feedback on the quality of service Bluestone is producing as a whole. Overall
these results will show what areas Bluestone is doing well in and what needs
improvement. Lets starts by reviewing the Perception Survey results.
Perception Survey Results
The first question in this survey was intended to get a feel for what age range is
dominant in the Central students of Ellensburg. Out of 179 responses total, 128 (72
percent) were in the age range of 18 and 22. The next leading age range is 23
through 26, with a 27 response rate (15 percent). It is important to note that these
results are influenced by a majority of the surveys being taken by Central students.
Since Central students make up most of Ellensburg’s population, it is important to
make sure this audience is targeted properly.
Next, my team and I asked about gender. As expected, a majority of the population of
students who took the survey were females (66 percent, 188 of the responses). 32
percent of the responses came from males at a 58 response rate and finally, two
percent identified themselves as “other” with three responses. Question three
revealed that 63 percent (113 responses) of the survey takers had never gone to a
cosmetology school for any kind of service. That leaves 37 percent (66 responses)
have gone to a cosmetology school for a service.
93 responses (52 percent) of the survey takers said that they thought about going to
beauty school as a client when asked if they have ever considered going to a
cosmetology school as a student or for their services. Of the 179 total responses, 14
(eight percent) said they have considered going as a student. Finally, 72 responses
(40 percent) chose neither to both options.
You’ll be happy to hear that 82 (47 percent) of the 176 responses total have heard of
Bluestone Academy. The closest contender, 84 responses (49 percent), did not know
of any cosmetology or massage schools. While six percent (10 responses) of the
respondents chose other beauty schools that are located in Yakima. The first one is
Allied Health Day Spa had one response that put them at one percent. Professional
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Beauty School five responses which is three percent. Finally, Elite Academy School
of Cosmetology had four responses and this put them at two percent.
The next question asked the respondents if they know someone who is currently in
or has attended cosmetology school. 134 people (76 percent) said that they do know
someone in cosmology school. 43 responses which is 24 percent said they do not
know a cosmology student who is enrolled or has been in the past. 10 respondents
(six percent) out of 177 total responses, currently knows a student attending
Bluestone Academy. 167 which is 94 percent do not know a Bluestone Academy
student.
Customer Feedback
From the Bluestone Academy perception survey we received feedback from people
who had been to Bluestone for their services. This question also asked if anyone has
had a bad experience. Responses included:
“I went there for my first time this past week. Crystal was amazing!”
“Everyone was super friendly and they gave me a wonderful haircut!”
“I usually get haircuts and they turn out great.”
There were several respondents who let us know about their bad experiences and
their comments included:
“Poor execution, I didn’t like my hair.”
“Not listening to what I wanted. Bad haircut.”
“Yes [I have had a bad experience]. I once (years ago) had my eyebrows waxed &
they came out two very different shapes. Another time I came for a partial foil and it
was so badly done I home colored my hair two days later...although I am certain this
was due to the way the new student (model's week) was told to do it.”
Prices People Are Willing to Pay
$54 percent of respondents said they would be willing to pay dollars for a full foil
while three percent said they are willing to pay $80. 53 percent of respondents are
willing to pay seven dollars for a brow wax and 15 percent are willing to pay $12.
When it comes to manicures, 37 percent of respondents are willing to pay nine
dollars and 30 percent are willing to pay $11. 22 people are willing to receive emails
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about themed nights, specials, and promotions. Now that we have gone over the
Perception Survey results let’s go over the Quality Survey results.
Quality Survey Results
One of the two surveys we collaboratively complied together is the quality survey.
The quality survey is different than the perceptual survey because of its intent to
measure the quality a client has had at Bluestone rather than what they may know
about them. Although the total number of survey takers was around 200, only 31 of
them were completed quality surveys, which is a little over 15 percent of the total
responders.
When asked whether these former clients would consider coming to Bluestone
again for hair, nail, or massage services, 90 percent, 28 people, of the 31 people who
took the quality survey said “Yes”. When asking former clients whether they would
recommend Bluestone to a friend, there was another positive response of 48
percent (15 people) saying that it is likely and 39 percent (12 people) saying that it
is very likely.
87 percent (27 people) of the quality survey responders said there were flexible
appointment hours when booking their service while only four people disagreed. 90
percent (28 people) responders also said that they felt comfortable with their stylist
or massage therapist at their appointment as well.
When asked to rate Bluestone’s quality on a scale of one to five, 50 percent (16
people) of responders answered a four, 29 percent (nine people) of responders
rated quality a five, 13 percent (four people) of responders chose a three while the
last remaining two people chose either a one or a two. 18 out of the 31 people (60
percent) said that Bluestone did sell the products that they would normally
purchase while 12 others (40 percent) disagreed.
Out of the eight total “Comments” responses, only one person had a negative
experience. That comment was “My stylist cut my hair way too short and dyed it the
wrong color.” But all other comments are positive such as “have been to Bluestone
many times for hair cuts, colors, and formal styling. I recommended it to many
people, including my boyfriend! And they can usually get me in last minute!”
Conclusion
This research was conducted through Qualtrics, a private research software
company. My team and I came up with the questions and also allowed anyone to
take a paper form of both surveys as well. This research has provided a clearer
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picture of how college students view Bluestone and has showed what they think
about the quality of service. The hope is that the negative reviews will give
Bluestone an opportunity to change that perception of some students. The ultimate
goal is to keep the positive feedback that we have received coming, and this
research should help to maintain that goal.
