Part 6 Why Telemedicine is Changing The Healthcare Landscape
Reserach Methods in Communication Paper
1. UND Wellness Center
Communication 410: Research Methods in Communication
Secondary Research, Qualitative Research & Quantitative Research
Natalie Steinwand
2. 1
Table of Contents
Executive
Summary…………………………………………………………………………………………………………………………………………………..1
Project 1: Secondary
Research………………………………………………………………………………………………..………………………………..3
Project 2: Qualitative
Research……………………………………………………………………………………...……..………………………………..21
Project 3: Quantitative
Research…………………………………………………………………………………………...…...…………………………..28
Introduction………………………………………………………………………………………………………………………..………………………………29
Problem
Statement……………………………………………………………………………………………………………….………………………………...30
Objectives………………………………………………………………………………………………………………………..…………..……...……………....30
Concepts of
Interest………………………………………………………………………………………………………………..……………………………….31
Research
Methods…………………………………………………………………………………………………………...……………………………………..33
Procedure…………………………………………………………………………………………………………………………………….……………………….33
Instruments……………………………………………………………………………………………………………………………...………………………….34
Participants…………………………………………………………………………………………………………………………….…………………………….35
Findings……………………………………………………………………………………………………………………………..………………………………...36
Research
Conclusions……………………………………………………………………………………………………………………………………………...39
Recommendations………………………………………………………………………………………………………………………………………………...40
Positioning
Statement……………………………………………………………………………………………………………………………………………..40
Bibliography……………………………………………………………………………………………………………………………………………..…………..41
Appendices……………………………………………………………………………………………………………………………………...…………………..44
Time and Cost Table-
Qualitative………………………………………………………………………………………………….………………………….44
Time and Cost Table-
Quantitative…………………………………………………………………………………………...……………………………..44
Secondary Research
Appendices……………………………………………………………………………………………...……………………………..44
Recruitment Screener-
Qualitative……………………………………………………………………………...…………………………………….…….45
Informed Consent Form-
Qualitative…………………………………………………………………….…………………………...…………….……..45
Moderator
Guide……………………………………………………………………………………………………..…………………………………..………...47
Focus Group
Transcript.………………………………………………………………………………………..……………………………………..………….50
Blank Survey
Questionnaire…………………………………………………………………………………...…………………………………..…………..64
Data Results
Appendices…………………………………….………………………………………………...…………………………………..…………...70
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Executive summary
The UND Wellness Center is UND’s award-winning fitness facility. Memberships are
included in the mandatory fees paid by students, so it is essentially free to attend the UND
Wellness Center after the fees have been paid. Still, many students do not use the facility, and
there are some who choose to work out at one of several competing gyms.
Several phases of research were conducted to gain a better understanding of how UND
students from 18 to 29 years old perceive the UND Wellness Center. It was important to learn
why students do not use the facility and, more importantly, why some choose a competitor.
Secondary, qualitative, and quantitative research was used to discover attitudes and
perceptions.
In the first stage of research, the secondary research, pre-existing data was studied to
find information regarding the UND Wellness Center and its operations. Several competitors
also were studied to find differences between them and the UND facility. Hours of operation,
distance from the UND campus, and membership costs were several of the things that were
studied.
In the qualitative stage, a focus group of 11 UND students was conducted. A moderator
consulted a moderator guide while guiding the conversation regarding the UND Wellness
Center. This confidential method was used to learn how students view the UND Wellness
Center and its competitors. After the focus group, a transcript was created from a recorded
video of the session. After the conversation was in writing, it was easier to find specific
attitudes. These attitudes were compared to the initial objectives of the qualitative research.
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In the quantitative phase, a survey was created featuring more specific questions to
build upon the attitudes discovered in the focus group. One hundred UND students completed
the survey, which took around five minutes to complete. After completion of the surveys, raw
data was placed into an Excel spreadsheet, which was then analyzed using statistics software.
Early in the research, a major objective was to find out how to get more people to work
out at the UND Wellness Center. However, focus group and survey participants revealed that
many believe the facility is already overcrowded. The perception of overcrowding is more
prominent in seniors than freshmen, according to survey data.
Another key finding from the survey data is that the UND Wellness Center was generally
ranked highly by all grade levels. This showed that seniors did not lose interest in the facility
over time.
Recommendations for the UND Wellness Center include extended opening hours and
improved use of space to create a less crowded feeling. Moving forward, we believe it is
important for the UND Wellness Center to create a less crowded atmosphere to attract more
visitors.
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Situation Analysis
Industry Analysis
A health club (also known as a fitness club, wellness center, and commonly referred to as a
gym) is a place that houses equipment for the purpose of physical exercise. According to the
Salon Builder Info and Listings the definition of a wellness center is as stated: “A wellness center
is an establishment that offers health services for the body and mind. Wellness centers usually
offer skin care services and body services such as fitness, personal training and nutrition
consulting. Some wellness centers offer more alternate services such as chiropractic,
acupuncture, or holistic medicine.”
The fitness center industry started sprouting in the 1970s and 1980s, when exercise, such as
running and aerobics, became popular. According to the International Health Racquet &
Sportsclub Association (IHRSA), membership rose through the 1990s, and the 2000s were a
period of enormous growth for fitness centers. Since then, the fitness world has been a growth
industry during the past couple decades. The U.S. Health club industry reached $21.4 billion as
memberships totaled in 2011. Also, according to International Health Racquet & Sportsclub
Association (IHRSA), the industry revenue increased from 2010 by 5 percent, while
memberships grew by 2.4 percent. After growing from 26,830 in 2009 to 29,890 in 2010, the
total number of health clubs saw a marginal increase to 26,960 in 2011.
According to IBISWorld’s Gym, Health & Fitness Clubs market research report, “the demand for
gyms and health and fitness clubs will continue to rise over the next five years, as the general
public becomes more health-conscious and the aging population places a greater emphasis on
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staying fit.” Technology is a huge growth trend for fitness industries. It can contribute to the
success of such facilities with new up to date machines and communication tools that make
running things more effective and efficient. Co-founder of Anytime Fitness Dave Mortensen
says, “information at our fingertips is the most essential, technology is a key, but with a balance
of personal attention.” Additionally, there is always going to be competition amongst the
fitness facilities. Another huge trend is the services facilities offer. Fitness businesses offer
individuals a wide range of things such as supervision, benefits, and motivation for all fitness
levels. There are many reasons why people choose to join a gym rather than work out
elsewhere. Common reasons are equipment, programs and socializing.
Although fitness industries commonly see growth, competition is always going to occur.
Competition in the fitness industry is bold with large sophisticated clubs such as Choice Fitness
in Grand Forks. There can also be competition amongst activities where people don’t use a
gym. For instance, some people like to use the outdoor as their gym of choice, and others like
to use home fitness programs. It is important for fitness industries to stay up to date not only
with technology but with all of the amenities that come with these facilities. In Grand Forks, the
biggest of the fitness center competitors are Choice Fitness, Anytime Fitness and Planet Fitness.
To stay strong in a competitive industry, fitness industries must fill the void of what other
fitness industries don’t offer. According to Poppler The Fundraising for Public Policy and Global
Public Policy at the IHRSA, “The gyms and centers that do best are the ones that know who they
are and do not try to be all things to all people. They reinvest in their physical plant, equipment,
and their staff; they do not compete on price alone; and most importantly, they truly focus on
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customer service and making sure they deliver an environment and services that will help their
members meet their wellness goals.”
Company Analysis
According to the UND Wellness Facility History (2016). The University of North Dakota’s
Student Wellness Center unofficially began in 2000 when President Charles Kupchella launched
the healthy UND Coalition and charged Vice President of Outreach Services Robert H. Boyd with
its organizational insight. A group of students, faculty and staff advocated for a multi-
dimensional concept of wellness and endorsed a concept paper describing a “UND Wellness
Center.” A second paper was written by student government to emphasizing the vision of a
wellness center. The Wellness Center officially came into being in May of 2002 with the naming
of Laurie Betting as director of wellness. In April of 2002, students paid an increased fee of $50
each semester to fund a projected $8 million renovation of the Hyslop Sports Center and to
operate a wellness center. According to the University of North Dakota’s website (2015),
during its first year, over 85 percent of enrolled students accessed the temporary facility at
least one time. While in the improvised wellness facility, the wellness center resources grew
tremendously. They started from borrowed space, extra furniture and surplus computers to
new work out furniture, partnership of communities and organizations and a workforce of loyal
student and professional employees.
During this time of trying to re-grow a new wellness center on campus, the main emphasis was
placed on planning and building the new Student Wellness Center. Every detail was taken into
consideration, from interior design, to equipment selection, to wall color. The strategic plan
was looked over numerous times and staffing levels, training, and recruitment were critical
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during this time period. The main goal was to serve the student population and help the
University in its academic mission. The administrative staff moved into the new building Aug. 1,
2006 where the intense marketing strategies occurred shortly after. The building opened Aug.
25, 2006.
Today, the UND Wellness Center is a full service workout facility located directly on campus.
Any student who has paid their student fees is eligible to utilize the services offered. Services
include equipment outfitted with the latest technology, participating in group exercise classes,
the ability to participate in spaces such as the basketball courts, multi-activity court, and quiet
lounge, free fitness assessments, access to the pool at the UND Sports Hyslop, free rock
climbing, and enjoyment of cooking classes at the culinary corner. According to the University
of North Dakota’s website (2015), their mission statement is stated as this “the UND Wellness
Center fosters a culture of multidimensional wellness that educates and impacts the UND
community.” Student Wellness focuses on six core values: teamwork, quality, integrity, balance,
impact and passion.
The Wellness Center is very committed to a comprehensive approach to wellness, and they
strongly embolden their customers to incorporate the 7 Dimensions of Wellness into their daily
life. As found on the UND Wellness Center About us page are the 7 Dimensions of Wellness:
1. Spiritual Wellness—this dimension involves acquiring sets of guiding beliefs or values
that help give direction in one’s life.
2. Social Wellness—this dimension is one’s ability to meet the expectations and personal
roles without harming others.
3. Occupational Wellness—this dimension involves using the gifts and skills you are given
in order to find happiness in in your life.
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4. Environmental Wellness—this dimension is the awareness of Earth and the effects of
one’s personal habits on the physical environment.
5. Intellectual Wellness—this dimension is opening one’s eyes to new ideas, always being
creative, and encouraging curiosity.
6. Emotional Wellness—this dimension emphasizes the need to share emotions, take pride
in yourself, and never give up.
7. Physical Wellness—this dimension dwells on proper nutrition, limited drug and alcohol
abuse and variety of healthy behaviors including tolerable exercise routines.
UND Wellness Center takes pride in their clients. As outlined on their website they have three
customer service standards.
● “We will treat every guest with respect and kindness regardless of their race, ethnicity,
gender, age, sexual orientation, religious beliefs, or disability.”
● “We will deliver quality service by doing whatever it takes to ensure our guests’ questions
and concerns are resolved in a timely manner.”
● “We promise to maintain the cleanliness of our facility and equipment.”
The Student Wellness Center team consists of:
● Jennifer Winkler – Wellness Center Director
● Karina Wittmann - Associate Director of Assessment and Operations
● Ben Heller - Coordinator of Staff Development
● Stephanie Hoffman – Coordinator of Fitness and Nutrition
● Kirsten Zachman- Schommer – Coordinator of Membership and Facility Services
● Patrick Marcoe- Assistant Director of Wellness Programs
● Amanda Dufner- Personal Training Program Manager
● Andrew Wynne – Maintenance Coordinator
● Nick Boonstra – Adventure Program Manager
● Landon Adolphson – Team Health & Wellness Program Manager
● Ethan Eberle – Intramurals Program Manager
● Nikki Myhre – Intramurals Program Manager
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● Paul Jensen – Facility Program Manager
● Alisha Namanny – Culinary Corner Program Manager
● Curtis Regan – Group Exercise Program Manager
● Jade Gunderson – Special Events Program Manager
● Tyler Larson – Safety Program Manager
● Jay Gjestvang – Graduate Student Assistant
Product/Brand Analysis
The Wellness Center is UND’s award-winning fitness facility. Built in 2006, the 106,000 square
foot gym aims to “cultivate the multidimensional needs of the UND community by offering a
variety of programs and services, including personal training, rock climbing, cooking lessons,
and intramural sports (About the Facility).”
When it was built, the $20 million building caught the attention of national organizations,
including the American Sports Builders Association, which awarded the Wellness Center with
the 2007 award as the “Indoor Multi-Purpose Facility of the Year (2007 Award Winners).” The
facility also was named an “Outstanding Sports Facility” by the National Intramural Sports
Association (NIRSA Awards).
Students at UND are encouraged to lead healthy lifestyles, and the Wellness Center is just one
part of the campus initiative 7 Dimensions of Wellness. Along with emotional, environmental,
intellectual, occupational, social, and spiritual health, physical health is a priority at UND. This
holistic approach to well-being creates a type of campus-wide brand promoting general health,
and the Wellness Center is a major part of that (7 Dimensions).
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Looking towards the future, UND created in 2009 an initiative called Healthy UND 2020. Similar
to the 7 Dimensions of Wellness initiative, Healthy UND 2020 focuses on overall student health.
One part of this is the Priority Action Group—consisting of students, faculty, and staff — that
addresses concerns with physical activity and exercise on campus (Physical Activity).
With initiatives in place such as 7 Dimensions of Wellness and Healthy UND 2020, the Wellness
Center is branded as just one part of a comprehensive push for student health.
Competitive Analysis
The three major competitors to the Wellness Center are Anytime Fitness, Choice Health &
Fitness, and Planet Fitness. Student memberships to the Wellness Center are already paid for
through student fees, but some students choose to pay additional membership costs to join
one of these competitors. What do these gyms offer that the Wellness Center does not?
One possibility is that the three competing gyms offer longer opening hours than the
Wellness Center. To see a comparison, refer to Appendix A, “Grand Forks Fitness Center
Hours.” While Choice Health & Fitness is open only slightly longer, Planet Fitness is accessible
24 hours a day during the week and 12 hours a day on weekends, and Anytime Fitness is always
open (“Planet Fitness”; “Why Anytime Fitness?”). This could be a deciding factor for students
who wish to work out when the Wellness Center is closed.
Another benefit for two of the competitors, Anytime and Planet Fitness, is that they are
chains and one membership will grant access to all of their locations. Anytime Fitness has more
than 3000 locations in more than 20 countries (“Why Anytime Fitness?”). According to a press
release on Planet Fitness’ website, the company opened its 1,000th gym June 8, 2015 (“Planet
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Fitness Opens 1000th Club”). It’s possible that some of the students who choose these
competitors do so because of a pre-existing membership (e.g., as part of a family plan), or
because they want to continue working out in a familiar environment after graduation.
While the Wellness Center’s competitors may offer some advantages, such as extended
opening hours, they do come at a cost. Planet Fitness memberships start at $10/mo., and for
$19.99 members gain additional benefits, including access to any of the more than 1,000
locations nationwide (“Membership Types”). Choice Health & Fitness charges college students
$45 per month, but with that they gain access to indoor tennis courts (“Rates”). Rates at
Anytime Fitness vary by location, but according to the website Gym Membership Fees (2015),
one can expect to spend $38.99 a month plus one-time initiation and key fees of $49.99 and
$35.00 (“Anytime Fitness Prices”).
Consumer/Target Audience Analysis
Target market for the Wellness center is UND students age 18-29 range. The current
target audience for the Wellness Center is college students ages 18-29 versus a potential target
market of Grand Forks residents of all ages. Motivation for college students to attend the
Wellness Center is cost. Out of pocket students aren’t paying a membership fee per month,
rather they’re being charged by fees that come from their tuition. Typically, students who
attend the Wellness go several times a week. Students who work out are routine. They use the
center for health reasons like staying in shape, losing weight, maintaining health goals. Also
they attend for a somewhat of a social reason like meeting friends, going with friends, and
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joining classes. Most people who use the wellness center are seeking out a healthy lifestyle.
Students that attend the Wellness either live on campus or close to campus.
Macro-Environmental Analysis
According to the University of North Dakota website (2015) there are 14,951 people who are
enrolled for the spring semester in 2016. Of those students, 7,885 are men and 7,066 are
women, showing a slight male majority, whereas the norm is usually a higher female population
over males (UND Student Body). Of those enrolled 82.27% of students are age 18-29 which is
12,301 students in the range we are looking at. The social trend for the UND Wellness center is
high, many students understand what is said when the Wellness Center is mentioned. 6,577
people like the UND Wellness Center Facebook page, and they have 1,297 followers on twitter
(UND Wellness Center; UND Health & Wellness). It is reported that 66% of the student body at
UND used the wellness center from 2014-2015 and of those students 39% have regular
attendance (UND Wellness Center). Many students think that they are not paying for the
Wellness Center, but it is included into their tuition costs, letting them take advantage of a
“free workout facility.” Students are less willing to spend money for other gyms when they can
access one without spending money out of pocket. Before accessing the Wellness Center and
all of their amenities, signing a waiver is required. This allows the Wellness Center to have a
legal contract with the user to ensure you are properly using the equipment in a safe manner. It
is reported that 4,265 students are living in University or Greek housing, which includes the
dorms, university apartments, fraternities, or sororities, while 10,686 students are living off-
campus or did not report their living arrangements (UND Student Body). The university
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represents students from all 50 states and 85 different countries (Discover UND). The University
of North Dakota was named the 10th best campus wellness centers in the nation by the website
College Raptor, praising the “decked out gyms and fitness areas” as well as the culinary corner
to promote healthy eating habits (UND Wellness Center ranked).
SWOT Analysis
This SWOT analysis, which analyzes the Wellness Center’s strengths, weaknesses, opportunities
and threats, will be used to give additional clarity to previous analysis in addition to providing a
holistic look at the organization. It is hoped that a strong understanding of the Wellness
Center’s weaknesses and threats will allow us to minimize factors that could be harmful while
also capitalizing on opportunities and strengths for the organization.
Strengths
In a SWOT analysis, strengths are internal factors that positively impact the organization.
Diversity of options
The Wellness Center offers a lot of different options and activities during its operating hours.
According to the Wellness Center’s website, members can take advantage of all of the
individual cardio and weight machines, in addition to free and paid for group classes, a rock wall
and open gym space. Beyond this typical gym fare, the Wellness Center also offers a “Culinary
Kitchen” where students can take cooking classes, there’s outdoor equipment available for rent
and there’s a meditation room. In addition, the Wellness Center hosts the campus’ intramural
clubs, which attract a large number and variety of students.
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All of these different option gives students a lot of different ways to be connected with
the Wellness Center in ways that other fitness centers in town can’t offer. Intramurals,
especially, directly bring students to the Wellness Center to play weekly. The key is to get those
students who might only use one or two parts of the Wellness Center to take advantage of the
other opportunities available.
Location
The Wellness Center is located on campus and is accessible by walking for those who live in
university housing or nearby, making it a convenient option for those who spend a lot of time
on campus. Because those who live on campus don’t need to drive somewhere or take a bus, it
is more likely that they will use the Wellness Center. However, although the Wellness Center is
on campus, it is on the outskirts of campus, which makes it seem farther away than it actually
is. Additionally, many UND students do not live on or around campus, which lessens the impact
of location.
Weaknesses
Weaknesses in a SWOT analysis are internal things that make it more difficult for the
organization to accomplish its goals.
Communication
The Wellness Center has self-identified that their primary means of communication with the
UND student body is through social media and fliers on campus, neither of which encourage
direct interaction with the customer and both of which are over-used and over saturated with
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information from many competing businesses and interests. Social media and flier boards have
become the marketing equivalent of white noise. Students are so used to them that they no
longer notice them. In order for the Wellness Center’s marketing to be more effective, it needs
to do something out of the ordinary or do social media and posters exceptionally well. It is
possible that things like tabling in the union, starting up a student-driven social media campaign
or taking advantage of the presentations to the many student groups on campus — in addition
to heavier use of traditional advertising methods like television, radio and print — could help
them reach students in a more meaningful way.
Hours
In a society that increasingly demands instant gratification, limited hours lessen the
Wellness Center’s competitive edge. Referencing Appendix A it is clear that the Wellness Center
offers the most limited operating hours of any of its other main fitness center competitors. If
students aren’t able to go to the Wellness Center when they want or when is convenient for
them, then they will go elsewhere and feel their money is being well spent.
Technology
Many of the Wellness Center’s technology option are limited, which makes using the
center less intuitive or less convenient. For example, other fitness centers have TVs built into
each exercise machine; at the Wellness Center, there are shared TVs, which means students
give up some control over what they watch when they work out. Additionally, in an age of
smartphones, the Wellness Center has failed to integrate apps and other smartphone options
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that could make using the center easier. For example, students must bring their student ID to
get into the Wellness Center, something not all students carry with them everywhere. But
almost every student brings a smartphone with them wherever they go. Creating a way to sign
in to the Wellness Center using phone or ID would be a simple step toward making the
Wellness Center more high tech and more accessible for UND students.
Opportunities
Opportunities in a SWOT analysis are external factors that can strengthen the
organization’s work.
Large User Base
Because there are only about two-thirds of the student body using the Wellness Center,
there is a large base of potential new users within the student body. With strong advertising
and a capitalization on the Wellness Center’s diverse options, more of these students could be
brought into the fold. Additionally, the Wellness Center does offer paid memberships that are
available to members of the community, yet many people don’t know that. Capitalization on
these non-student opportunities could bring in additional customers. In addition, a discount for
Grand Forks residents who are not UND students could incentivize the use of the Wellness
Center over other options and endear the Wellness Center to those who might start using it in
high school and then come to college at UND.
Potential Market for New Technology
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Although the Wellness Center currently has outdated technology, there is a plethora of
new technologies geared toward the fitness industry available, meaning improving this
technology is simply a matter of smart investment. If the Wellness Center can establish itself as
a user of cutting edge technology, it would not only set them apart from other fitness centers in
town, but also would make the experience of using the Wellness Center more enjoyable.
Threats
In a SWOT analysis, threats are external factors that weaken an organization’s ability to be
effective.
Emergence of chain fitness locations
One of the most clearly established threats to the Wellness Center is the emergence of chain
fitness centers in Grand Forks. These chain fitness centers can pay for more aggressive
marketing campaigns, have a large corporate support network and offer discounts and deals for
new clients. These chain fitness centers are also fighting for many of the same potential
customers that the Wellness Center is vying for. However, if the Wellness Center can capitalize
on its strengths, particularly its diverse options that aren’t offered at all chain fitness locations,
it could neutralize this threat.
Budget Cuts
Another very real and very pressing threat that the Wellness Center faces is its ties to the
university when it comes to budget. Although university affiliation is an opportunity when it
comes to potential new clients and stability of the organization, UND’s fluctuating budget crisis
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right now means that the Wellness Center could face cuts in funding that could prevent it from
making the kind of changes it needs to be successful. However, if the Wellness Center can
capitalize on potential clients and increase center membership, the budget cuts might not be
felt as strongly as they would otherwise. In other words, the Wellness Center could essentially
neutralize the threat of budget cuts through aggressive marketing and new promotions to
attract new clients.
Opportunity Recommendation Problem Statements
The problem for the UND Wellness center is that students are not utilizing their memberships
to use the facility, or they are going to other competitors instead. One way to help this problem
would be to campaign on social media to get the attention of college students and encourage
them to go to the facility. Students are on social media almost daily and can be easily reached
through posts on the UND Wellness Center pages. Social Media and fliers around campus are
the main ways that the Wellness Center reaches students. By using an email to inform students
about their social media and events they may have, they will be able to reach the entire student
body and gather a larger following on social media. Another solution would be to come up with
a radio pitch or have a commercial aired on local television channels to inform the public that
being a student is not required to be a member at the UND Wellness Center.
Research Problem Statements
Even though students are paying through their tuition for the Wellness Center, some are
instead going to competitors in town such as Choice, Planet Fitness and Anytime Fitness.
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Wellness lacks in advertising. According to the Wellness data, there are 19% of students that go
to other facilities, but we don’t know why. They don’t have traditional media and don’t partake
in events in the community to promote themselves. The Wellness needs to be more involved in
social media, fliers, and campaigns. We are able to find people’s perceptions of health but we
were not able to find that among UND students. We need primary research in order to find out
why students go to other facilities to work out.
Proposed Questions for Qualitative Research
Student Survey
For the qualitative research we will be designing a survey with the questions that are
mentioned below. This survey will include six questions to get helpful and valuable research.
The survey will help us get more information on students in relation to UND Wellness center,
and the students will be answering the following questions:
● As a UND center, is the UND Wellness center your gym of choice? If no, what gym do
you attend?
—This will help us in regards to student’s behavior in regards to working out. It will help us
answer the question to if they go to our competitor, or to our client.
● What do you like most about the gym you attend?
—This will give us an idea about what trends bring them to their gym of choice.
● Have you attended any events hosted by the UND Wellness center?
—This will show us whether activities are a deciding factor in where students work out.
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● Do you follow the UND Wellness Center on any social media sites?
—This will show us if students can be reached by social media advertising.
● What time do you usually attend the gym? Morning, Afternoon, After 6 pm.
—This will tell us if the Wellness Center is open when students want to work out.
UND Wellness Center Survey/Interview
Not only are we going to ask students about their opinions and knowledge of the UND Wellness
Center, but also the employees at the wellness center themselves. We are hoping they will give
us information about how many people go there regularly, common complaints, and how often
they use social media to promote their gym.
● On average, how many students attend the UND wellness center per day?
● Do you use social media sites to promote your gym?
● What are your peak hours of business?
● What do you think you could improve to attract more students?
Based on this survey we can better understand why some students are going to other gyms
instead of the Wellness Center. We can find out what the problems are when it comes to
reaching out to students through advertising and social media to better understand why some
students don’t use the gym.
The information collected through this secondary research would give the UND Wellness Center
a better insight about how to reach students of the ages between 18 and 29 years old. This
gives us a chance to send out a survey to gain more information that is fitting for fitness centers
in the Grand Forks area. Also, we are hoping to work with the UND Wellness Center to find out
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what the common complaints in order to attract even more students. The upcoming primary
research we are going to undertake will help promote the UND Wellness Center.
PROJECT 2: QUALITATIVE RESEARCH
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Introduction
First we provided secondary research to find out what students liked and disliked about
the Wellness Center. Even though the Wellness Center is free and being paid for through
student fees in their tuition, some students are using other fitness centers. Our target audience
is students ages 18-29, male and female, who seek out healthy lifestyles as well as value the
importance of wellness. UND students were selected because the wellness center is free for
them and mostly only students attend the Wellness Center. The research focuses on why
students are seeking out other fitness centers other than the wellness center, what things they
value about their particular gym and also what they don’t like about their particular gym. The
findings were that students are seeking a more private gym experience, convenient hours, and
technology all at a low cost. The environment of the Wellness Center and how “overcrowded” it
is, is not appealing to students.
Problem Statement
The problem is why are students not using the Wellness center and why are some
students going to other fitness centers? Even though the Wellness is free and students are
paying for it through tuition fees, students seem to be going to alternative places to workout.
Students think that the wellness center is too crowded or intimidating. Having the right
environment seemed to drive more people to a certain gym rather than cost. Most students in
the focus group expressed that they like to work out when there are not very many people in
25. 24
the gym. They try to avoid peak hours when they know more people are going to be there.
Most students liked a more private experience and environment while they are working out.
The wellness center seemed to be too busy for some students to enjoy working out there.
Research Objectives
Qualitative research is important because it allows the researchers to see why people
think or act the way they do and what it means towards the research instead of seeing
numerical data about the research topic. By allowing the researchers to know why a consumer
is buying or not buying a product, they are able to make changes to their company or product in
order for more people to buy or use their item. It also allows for the researchers to gather new
information that they may not have thought of before and use it to their advantage in
conducting other research. Qualitative research allows people to express their ideas in their
own words, and also allows the researchers to identify new benefits and different ways to
communicate to the consumer. All of this is important to the researchers because it allows
them to get feedback on the way their product is perceived and allows them to make beneficial
changes towards it.
Research Method
Qualitative Research consists of in-depth interviews designed to help gauge subjects
attitudes and beliefs about the chosen subject. It looks at the question of “why” people feel a
specific way and offers more description than quantitative research, which looks to identify
statistically reliable information that can be generalized out to larger groups. The most common
26. 25
form of this kind of research is surveys, which allow for the systematic collection of information
for analysis.
In some cases, including our groups research of student body perceptions of the UND
Wellness Center, qualitative research can be used as a precursor for quantitative research, by
helping the researcher better understand the res the researcher to assess question design and
proposed study structure.
In other words, qualitative research can serve as a foundation and jumping off point for
structuring quality quantitative research questions and surveys. This groundwork is important
because, while quantitative research can be an exceptionally costly and systematic process,
qualitative research can be done more cheaply and with more flexibility. This allows
researchers and companies to get the best return on investment for their research efforts.
When it comes to qualitative research, one can use either personal interviews or focus
groups. Personal interviews, or in-depth interviews, are private one-on-one conversations.
Because these conversations can be time intensive, anywhere from 30 minutes to an hour,
researchers using this method usually only speak to approximately 10 individuals. These in-
depth personal interviews are useful for extensive and detailed conversations, and provide
additional comfort for interviewees if the subject being discussed is sensitive.
The other option available for gathering qualitative research is, as mentioned earlier,
focus groups. Focus groups allow the discussion moderator to ask the kind of more in-depth
questions that can also be asked in a personal interview, but in a group setting, allowing for
discussion not just between the moderator and one subject but also the group as a whole.
Focus groups usually consist of roughly 10 individuals (usually eight to 10 people) and last
27. 26
between one and two hours. Focus groups can help stimulate thoughts in participants in the
course of the discussion, can encourage depth of conversation and can assist participants in
communicating their thoughts and feelings. These benefits must be weighed against some of
the potential downsides of focus groups, namely the possibility of groupthink developing
through domineering participants and the possibility that all participants may not have the
opportunity to equally participate.
When evaluating student perceptions of the UND Wellness Center, our team opted for a
focus group. Our group held one focus group, which took place on Thursday, February 25 at 7
p.m. on the second floor of the UND Memorial Union in the Medora Room. The time for the
focus group was decided upon based on the schedules of members of our group and our
understanding of college student’s schedules and availabilities. The Memorial Union was
selected as the location because it is a neutral area that is familiar for most students and in an
accessible part of campus. Room rental was free. We also provided participants with pizza and
water during the focus group, which cost a total of $35 ($30 for pizza, $5 for water).
Prior to holding our focus group, several instruments were used to help prepare and
recruit participants. We used a pre-screening questionnaire, which looked at participants’ age
and gender, in addition to their baseline fitness information such as how frequently they work
out, how long they have been working out and the gyms that they previously or currently use.
This pre-screening questionnaire was used to give us a foundation to work off of as we held the
focus group, in addition to explaining the purpose of our focus group to participants.
Participants were also provided with an informed consent form, which explained more
fully the purpose of the study and what participants could expect from the study. The informed
28. 27
consent form also provided participants with an assessment of the risks and benefits of
participating.
Additionally, prior to holding the focus group we also put together a moderator guide,
which included an introduction from the moderator, including an overview of the group and the
discussion rules and guidelines. The moderator guide also outlines the questions and topics to
be discussed during the group, in order to insure that the conversation was as thorough and
beneficial as possible.
Having prepared these instruments and acquired a space and food, our group arrived to
the Medora Room around 6:45 to set up and make sure that the space and documents were
ready to go. As participants arrived, they were asked to sign an informed consent form and
offered food and beverage. The focus group was recorded using an iPhone on a tripod and
members of the research team also took notes on the conversation.
There were 11 people in attendance, who were identified on an individual basis by
members of the research team and were intended to represent a diversity of individuals and
workout habits in order to gain a comprehensive look at perceptions of the UND Wellness
Center by the student body. Of the 11 participants, five were female and six were male. All
participants were college students ages 18 to 29 years old who attend the University of North
Dakota. The majority of participants work out at least occasionally and have used one or more
of the fitness centers in town either currently or in the past.
The focus group began at 7:03 p.m. and lasted until 7:31 p.m., a total of 28 minutes.
29. 28
Future [Quantitative] Research
There are multiple opportunities that exist for more investigation for quantitative
research. One of those opportunities is to see how many people that go to the UND Wellness
Center are student athletes compared to the normal student population. This allows us to see if
they are using the UND facilities or if they choose to work out more in their free time with the
UND Wellness Center. Another opportunity is to see what times during their hours of
operations are the busiest. By finding the hours that are busiest, the UND Wellness Center can
alter their hours to benefit more students and hopefully diffuse the amount of people there at
one time and make it more even throughout the day. We will also be able to ask how long a
student typically works out for and what equipment they typically use. This helps the facility
know what items are popular and if they need to add more due to high demand. It can also help
with their layout of the UND Wellness Center to allow even space throughout the facility and
create and even flow of movement in the workout areas. Other areas of interest are the
personnel that work at the UND Wellness Center. The feedback on workers at the facility can
help them focus on things that need to be improved by the workers, such as more attentive to
the customers, equipment, or even just being friendly and inviting towards others. All of these
are beneficial pieces of information that the UND Wellness Center can benefit from having and
can allow them to change their ways to increase customer satisfaction and increase
attendance.
31. 30
While researching the UND Wellness Center, we have used secondary, qualitative, and
quantitative research in order to get a better understanding of the views of UND students.
Beginning with secondary research, it was found that many students choose not to work
out at the UND Wellness Center even though their memberships are paid for through their
student fees. During this stage, it was found that the UND Wellness Center is not open as long
as its major competitors, which may deter some students from using it. To find out how
students viewed the UND Wellness Center and its competitors, the secondary research was
followed by qualitative research.
During qualitative research, we conducted a focus group with 11 UND students (6
males, 5 females) to learn how they feel about the UND Wellness Center. During the session,
several students stated that they choose not to work out at the UND Wellness Center because
they feel it is overcrowded. It was also expressed that the Wellness Center’s clientele can seem
intimidating to some students. Despite some negative views, most students agreed that the
UND Wellness Center is a high-quality facility with good equipment.
Throughout secondary, qualitative, and quantitative research, the target market has
been UND students from 18 to 29 years old. This group was chosen because students have
access to the UND Wellness Center through their student fees. It was decided that it is
important to know why students may or may not work out there.
Problem Statement
32. 31
Students pay for UND Wellness Center memberships through their student fees. It is a
problem for students if they do not get the most out of what they are paying for. Although the
UND Wellness Center is generally viewed as a high-quality facility, many students avoid working
out there because it sometimes seems overcrowded.
Primary and quantitative research was conducted to find out why students choose other
fitness centers of the UND Wellness Center. The third phase of research, the quantitative stage,
was designed to learn how UND students feel about the UND Wellness Center through surveys.
Included on the survey were questions about workout habits and attitudes toward the UND
Wellness Center.
Originally, the problem statement was that not enough students use the UND Wellness
Center, but after the secondary and qualitative research stages, it was decided that many
students feel that the UND Wellness is already too crowded, which is a determining factor for
many who choose to not work out there.
Research Objectives
In conducting secondary and qualitative research, a number of factors were determined
in how the UND Wellness Center might be viewed by UND students from 18 to 29 years old. A
number of views were expressed in the focus group conducted during the second stage of
research, and a more in-depth survey was created to get a better idea of how these views
affect perceptions of the UND Wellness Center.
33. 32
Survey questions on the survey included those that expanded on the general attitudes
of UND students regarding topics related to the quality of the UND Wellness Center, the
perception of others who work out there, the operating hours of the facility, and general
workout habits. These concepts were chosen because they would give a better understanding
of what was discovered during the focus group session.
Concepts of Interest
The first concept of interest included in the survey is the respondent's’ gender. This is
seen as important because there is the possibility of males and females viewing the UND
Wellness Center differently. Respondents choose from male or female on the survey.
Another concept of interest is the respondent's’ year at UND. This can be a determining
factor in how students view the UND Wellness Center. This was included to find out if the year
in college correlates to different attitudes regarding the research objectives. Respondents
choose from freshman, sophomore, junior, senior, graduate, or other.
The third concept of interest relates to general attitudes regarding the UND Wellness
Center. Sub-concepts include attitudes about comfort, confidence, and satisfaction. The overall
attitude is identified on a seven-point scale including negative/positive, unpleasant/pleasant,
and unfavorable/favorable views. The sub-concepts are identified on seven-point and Likert
scales.
34. 33
The fourth concept of interest involves attitudes toward the design of the UND Wellness
Center. This concept was chosen to see if the design affects students’ perceptions. Several sub-
concepts related to technology, organization, and space are presented on seven-point scales.
The fifth concept of interest relates to the level of technology at the UND Wellness
Center. This is included to find out how important technology is for students from 18 to 29
years old and to see if it affects their decision to work out at UND. Likert scales ask respondents
to agree or disagree on several questions related to the UND Wellness Center’s equipment and
how it affects their workout experience.
The sixth concept of interest involves the UND Wellness Center and its facilities. The
concept is divided into sub-concepts related to the availability of equipment, overall safety, and
the quality of employees. These are rated on a Likert scale. This is important because it reveals
how the quality of the facility relates to overall perceptions.
Next are the concepts related to time and frequency of workout habits. Respondents fill
in a blank for the questions regarding how often and for how long they work out. There are also
questions for what day of the week and time of day respondents prefer to work out. These
questions are included to find out if the UND Wellness Center is available when people want to
work out and if that availability affects attitudes.
The eighth concept is the attitude toward others who work out at the UND Wellness
Center. This concept was chosen because focus group participants expressed a number of views
related to the UND Wellness Center’s clientele. This concept helps to reveal details regarding
how others are seen through seven-point scales.
35. 34
The ninth concept of interest deals with privacy while working out. In the focus group,
several respondents said that they preferred working out alone and that the crowds at the UND
Wellness Center made the facility less attractive. This concept is included to see if the focus
group’s opinions were shared by a larger sample. Likert scales reveal if survey respondents
agree or disagree with questions involving privacy and workout habits.
The tenth concept of interest asks respondents to describe their overall views on health.
The respondents’ levels of health consciousness might have correlations with the overall
attitude toward the UND Wellness Center, so the concept was included on the survey.
Respondents answer on a Likert scale to reveal how much they think about their health.
Research methods
After conducting qualitative research with a focus group, we learned what our target
audience (Students 18-29) thought about the UND Wellness Center. It was necessary to
perform more research in order to gain concrete numbers to use as numerical data. By
performing quantitative research in the form of a survey questionnaire we were able to gather
responses to close-ended questions and get more concrete answers. We chose to deliver the
survey on paper based on convenience to get the right amount of surveys taken, while also
having face-to-face contact with our participants.
Procedure
The first step of our quantitative research involved creating concepts of interest to be
analyzed for our research. The concepts were specific things we wanted to know about, and we
created clear definitions for each one. We then created our survey and it consisted of 13
36. 35
questions, in order to keep the survey at a reasonable length. We then printed the surveys for
distribution (Refer to Time and Cost Table in Appendices).
Where and When did you administer the survey?
The surveys were administered throughout campus, in classrooms, the Memorial Union,
and through friends on the week of April 25th, 2016.
How many questionnaires were completed?
One Hundred surveys were completed by UND students 18-29.
How long did each survey take for completion?
Each survey took approximately 5 minutes to complete.
Instruments
The quantitative research was gathered through means of a survey. The instruments we
used in conducting our survey were an informed consent and survey questionnaire. After the
formulation of research questions, the next step in the research process was developing data
collection. The survey had a disclaimer at the beginning that informed the recipients of their
consent. This disclaimer reinforced that, by participating in this survey, they were giving
consent for that information to be used in research. It was also disclaimed that if there were
any questions or concerns to contact Dr. Lee directly. In the survey questionnaire, we
developed a series of questions for the purpose of gathering information from certain
respondents. The purpose of designing our survey questionnaire was to formulate the attitudes
and feelings towards the UND Wellness Center.
37. 36
The survey consisted of 18 questions in all, 13 UND Wellness Center questions and 5
demographic questions. There are five of us on the team, which we each were responsible for
handing out 20 surveys, for a total of 100 surveys. We wanted a range of majors and levels of
academics at the university. We structured our surveys to better support our key concepts. We
wanted to gain a better understanding of frequency of use between different years of our
target population, overall perception of the UND Wellness Center as a whole, and what people
particularly prefer in their gym of choice. These key concepts pertained to what areas of the
UND Wellness Center people enjoy and what areas need improvements. Since our target
audience is the University of North Dakota students, only UND students were asked to
participate in this survey.
Participants
The mean age of our participants is 21.540 years old. 29% of the people who took our
survey were juniors and 47% were seniors, which equaled 76%, making up a majority of the
survey. All of our participants attend the University of North Dakota. Our participants were
chosen from group members social groups on campus including classes, Greek-life, study areas
and friend-groups. This resulted in a broad representation of students 18-29. Our survey’s male
participants contributed to 43 of our surveys, and female contributed to 57 surveys. The
majority of the people that took our survey were Caucasian with a total of 86%. The next
highest was Asian being 5%. Three were Native Hawaiian or Other Pacific Islander, three were
other, two were African American, and one was American Indian or Alaska Native. Our sample
reflects the University of North Dakota’s population well, seeing 86% of participants were
38. 37
Caucasian which relates to 78.85% of the University's race which is White/Non-Hispanic
American. You can refer to the tables in the Appendix.
Findings
The quantitative data our group collected produced three main findings that assisted us
in better understanding students’ thoughts and opinions about the UND Student Wellness
Center. Perhaps the most significant overall result of this data is that the majority of students
had relatively neutral responses, often a ranking questions 4 or 5 on a 7-point scale. Passionate
responses on either side of the scale were few and far between. Understanding student
perceptions through this relatively neutral field is essential for the Wellness Center because it
indicates that students could be swayed either way; the Wellness Center’s future actions will
have the power to tip the scales in either direction.
Main Finding 1: Frequency of use
The secondary research our group conducted showed that the majority of Wellness
Center users were defined as “moderate users,” which, according to the data, is defined as
between 5 and 80 Wellness Center visits during the 2014-15 academic year. Through cross
tabulation analysis of the quantitative research, we were able to determine that the majority of
students surveyed used the Wellness Center between two and five times a week — with
approximately 74 percent of respondents falling within that range. Additionally, the most
common response to the question “how many days a week do you use the Wellness Center”
was four, with 21.2 perecent of respondents giving that answer. A full chart of responses can be
found in the data results Appendix.
39. 38
Main Finding 2: Overall perception of the facility
After conducting qualitative research, we assumed that there would be a significant
difference in feelings toward the Wellness Center, as defined by users’ comfort, confidence and
satisfaction with their experience at the Wellness Center, between underclassmen and
upperclassmen as students became more familiar with the Wellness Center and its pros and
cons. However, we ran an independent T-test on the quantitative data that our group collected,
and found no significant difference between these student groups, with freshmen ranking their
overall feelings toward the Wellness Center at a 5.22, and seniors ranking their overall feelings
essentially the same at a 5.14. This data, although it shows no significant difference between
groups, is useful for our research purposes in that it indicates that length of time students have
been exposed to the Wellness Center neither improved nor decreased their feelings toward the
Wellness Center.
Main Finding 3: Perception of crowding
One of the subjects that was not addressed in our secondary research, but was
discussed at length during the focus group we conducted was the perception of crowding at the
Wellness Center. The consensus of the focus group was that the Wellness Center was
overcrowded and, because of that, less enjoyable to use than other fitness facilities in Grand
Forks. The quantitative data we collected showed that perceptions of crowding at the Wellness
Center increased by 1.5 from freshmen’s perspectives to seniors. In other words, the longer
students have been at UND the more crowded the Wellness Center feels to them. Both
freshmen and seniors indicated that, overall, they would prefer not to interact with people they
40. 39
know at the gym, with both groups ranking it 5 out of 7, and perhaps contributing to the
increased perception of crowding by seniors, who know more people on campus and would
likely see more people that they know at the Wellness Center.
Key Findings
Overall, students surveyed ranked the Wellness Center’s design fairly high, with both
males and females ranking design around a 5 on a 7 point scale. Additionally, overall markers
for positive feelings toward the Wellness Center were also high, with both males and females
ranking ita 5.34 on a 7 point scale. To generate these numbers, we ran independent t-tests
after generating overall variables assessing Wellness Center design and feelings. We used
independent t-tests first to assess if there were any significant differences between genders
and second to assess both groups mean responses.
It is significant to note, however, that although overall perceptions of the Wellness
Center, as indicated through the quantitative data our group collected, were positive, that
information has not diminished students’ interest in alternative fitness centers in Grand Forks,
as was clear in our focus group, where most participants indicated that they used either a
different fitness center exclusively or in combination with the UND Student Wellness Center.
This could be in part because alternative fitness centers, as indicated by our focus group, are
less likely to place students in positions where they will have to interact with others they know,
which our quantitative research (see main finding 3) indicated contributed to feelings of
overcrowding.
41. 40
Research Conclusions:
The key findings for the secondary research was that the Wellness Center was perceived
as positive but lacked in marketing and advertising. For the qualitative research, the focus
group concluded that the UND Wellness Center was overcrowded and students did not like
going to the gym and seeing other people that they know. For the quantitative research, our
survey concluded that UND students ages 18-29 overall perception of the Wellness Center is
neutral. Students did not have an extremely positive or extremely negative overall attitude
towards the Wellness Center. In the focus group the Wellness was perceived by students as
crowded. Students like a more intimate work out setting so that reason is why they seek other
fitness centers. Students do not like to encounter people that they know while they work out.
Students have an average feeling towards the Wellness Center. Most of the students are
considered moderate users which means they use the facility around 3-4 times per week. The
length of time students have been going to the Wellness Center has no indication of increased
or decreased feelings.
Perceptions of the facility aesthetics neither increased or decreased attitude for
students who attend the Wellness as the reaction was average among all ages. The fact that
other students go to alternative fitness centers does not have to do with the facility, but other
factors are more important in persuading attitude. The perception of the crowding of the
Wellness Center was found to be the biggest factor in negative attitude. Seniors indicated that
they would prefer to not see people that they know. Freshman had a less reaction saying that it
42. 41
didn’t matter whether they see people they know or not, because freshman may not know
many people on campus versus seniors.
Overall, students had an average to positive attitude towards the Wellness Center
involving the perception of facility, technology, personnel, crowd and operation hours. The
biggest issue the Wellness Center faces for negative attitudes compared to other workout
facilities was the overcrowding during peak hours.
Recommendations
Recommendations for future positioning of the UND Wellness center would be extended hours
for holidays and weekends as well as weekdays. This would reduce crowding at peak hours. We
think the Wellness Center should also buy more equipment that is popular to reduce crowding
and provide easier access to the students’ desired workouts. The Wellness Center should do
more promotions to obtain a competitive edge against other workout centers. For example,
after every 14th check-in in a row, you get entered in a prize. This would give the Wellness
more of an opportunity to compete with other workout centers and to persuade the neutral
attitude to positive.
Positioning Statement
The Wellness center should extend hours for holidays and weekends to accommodate students
schedules. The facility should buy more machines to reduce overcrowding. The Wellness should
also provide more incentives and promotions to get a competitive edge among other workout
facilities to reduce overcrowding.
43. 42
Bibliography
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health-wellness/7dimensions/index.cfm
Anytime Fitness Prices - Gym Membership Fees. (2015). Retrieved February 06,
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Britt, D. (2012, May). The Shape of the Fitness Industry. Business & Technology- The
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Hours of Operation - Choice Health & Fitness | Grand Forks, ND. (n.d.). Retrieved
February 06, 2016, from http://choicehf.com/facility/hours/
Membership Types. (2016). Retrieved February 03, 2016, from
44. 43
http://www.planetfitness.com/membership-types
NIRSA Awards Outstanding Sports Facilities. (2007, May 1). Retrieved February 06,
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facilities
Physical Activity. (2016). Retrieved February 06, 2016, from
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Planet Fitness, Grand Forks, ND. (2016). Retrieved February 06, 2016, from
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Planet Fitness Opens 1000th Club. (2016). Retrieved February 06, 2016, from
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undwellness
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Dakota. (2015, October). Retrieved February 07, 2016, from
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UND Wellness Center. Facility. Retrieved on January 1st, 2015 from
https://und.edu/health-wellness/wellness/facility/about-the-facility.cfm
UND Wellness Center. Facility History. Retrieved on January 2nd, 2015 from
https://und.edu/health-wellness/wellness/facility/facility-history.cfm
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Appendices
Time and cost table (Qualitative)
47. 46
Recruitment screener
Pre-Screening Questionnaire
We are students currently enrolled in a Research Methods in Communication (COMM410) at
University of North Dakota. As a part of a research project for this class, we are looking for
students to participate in a focus group about fitness centers. The focus group will last for
about 40-50 minutes. Although we cannot offer monetary compensation, we will provide
refreshments. Before conducting our focus group, we need additional information from our
potential participants. Thank you for your participation.
1. Name:
1. Age:
1. Gender:
1. On average, how many times a week do you work out?
1. About how long have you been working out?
1. Check all of the following gyms you have previously or currently attend.
___ UND Wellness Center
___ Anytime Fitness
___ Choice Health & Fitness
___ Planet Fitness
___ Other (please specify: ______________________________)
1. Are you comfortable with being recorded during this focus group? Yes No
Our focus group will be on Thursday, February 25th 2016 at 7:00 p.m.
The focus group will be held in the Medora Room in the Memorial Union.
If you can attend this session and you wish to participate, please fill in the following.
E-mail: _____________________________________________
Phone: _____________________________________________
Informed consent form — Qualitative
Informed Consent
Project Title: Consumer Responses to the UND Wellness Center
48. 47
Purpose of Project: The purpose of this study is to investigate how people think about the UND
Wellness Center.
Procedures: After introduction of this interview from a moderator, you will be asked to talk
with others about various aspects of the UND Wellness Center. You can say anything related to
the UND Wellness Center. Also, you have a right not to answer any question without penalty if
you do not want answer. There are no right or wrong answers. We are interested in your ideas
and opinions. This interview will be videotaped during the study. You are being asked to
participate in this study on this single occasion. The whole interview will take approximately 40-
50 minutes to complete.
Risks/Benefits: This study involves minimal risk. You are not expected to participate in any
treatments that would incur the risk of physical or mental injury during your participation in
this study. This study is not expected to yield any immediate benefit to the individual
participants.
Confidentiality: All responses will remain confidential. Your privacy will be protected to the
maximum extent as allowable by law. You will use pseudonym in a group so that your name
and responses will not be identified. On request, and within these restrictions, results may be
made available to you.
Principal Investigator/ Contact Information: If you should have any questions about this
research study or possible injury, please feel free to contact Dr. Joonghwa Lee at
joonghwa.lee@und.edu.
Consent:
I have read the above information and my questions have been answered satisfactorily by
project staff. I believe I understand the purpose, benefits, and risks of the study and give my
informed and free consent to be a participant.
______________________________________
______________________________________
SIGNATURE DATE
49. 48
Moderator guide
Discussion Guide
UND Wellness Center Focus Group
Thursday, February 25th 7:00 pm- Union
Team Senior Citizens: Natalie Steinwand, Lucas Amundson, Scott Lucas, Marisa Johnson &
Carrie Sandstrom
I. Introduction-
a. Carrie- “I am Carrie, I am the moderator. I will be guiding this focus group, but I
won’t be providing my personal input.”
b. Explain what focus group is, “simply a group of people who get together to talk
about a topic of interests to researchers.”
c. Focus group introduction: We are here to talk about the exercise habits of UND
students age 18-29. We will examine different fitness places around the Grand
Forks area.
d. All of your answers are confidential, only we will use this information for
academic purposes only.
e. Explain the setting: tape recorder, video recorder: Other members will be
observing, but not contributing.
f. Rules- Ethical, confidential, non-judgmental, open-minded, communicative,
inclusive, “you can disagree without being disagreeable.”
1. Speak one at a time
2. Be truthful, no right or wrong answers
3. Respect other’s opinions and their time speaking
4. All opinions count
5. Keep an open mind
6. Don’t try to be the moderator
I. Topic #1: Fitness Center’s Brainstorming
a. Please tell me about your workout habits (how many times a week do you work
out and for how long
1. Do you go with people? Why?
2. How many times do you go a week?
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3. Do you usually do weights, cardio, or classes? Why?
a. What gyms have you heard about in the Grand Forks area?
1. What have you hear about it?
2. Where did you hear about it?
3. Do you follow/interact with them via social media?
4. Are you aware of any Internet, radio promotions or events in regards to the
gym?
a. Do you go to your gym for social reasons or to actually workout?
b. What is your main goal of working out (health/looks)
1. Probe: Whom do you go to the gym for?
2. Probe: do you go to the gym more if you are single or taken?
3. Probe: what season do you attend your gym more?
I. Topic #2: The UND Wellness Center Universe
a. How often do you attend your gym of choice a week? Why do you go that
number of days?
b. What time of day to you usually attend the gym? Why do you work out at that
time?
c. Are you more likely to go to a gym where you have friends as members? Why, do
you feel more/less motivated with your friends? Do you get your workout done
faster/slower with/without people?
d. How long do you stay when you arrive to the gym? What factors effect how long
you stay at the gym?
I. Topic #3 The UND Wellness Center Market
a. What is your take of people that work out at the Wellness Center?
b. Who do you think takes more classes at the UND Wellness Center?
c. What are the characteristics of the people that work out at the Wellness Center?
V. Topic #4 The UND Wellness Center Attributes
a. What do you think is the best advantage of the UND Wellness center or
whatever gym you attend?
1. Probe: What would you change if you could?
2. Probe: What would you add if you could?
b. What do you dislike/like about the facility layout?
1. Probe: Do you think other surrounding gyms have better facilities?
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2. Probe: What other surrounding gyms have facilities you dislike, why?
c. How comfortable would you feel asking for assistance at the UND wellness
center or the gym you attend?
d. What are the most successful marketing campaigns you have seen about any
gym in general?
1. Probe: what factors/commercials brought you to the gym you are already at?
1. Probe: what factors/commercials would get you to switch gyms?
e. How often do you use services such as showers, saunas, pools, and hot tubs at
your gym you attend? What do you think about the services?
I. Topic #5: Competition
a. In which ways is the gym you attend different from the UND Wellness Center?
1. Probe: Size
2. Probe: Layout
3. Probe: number/type of people
a. What is different between working out at home/outside then going to
You’re gym of choice?
1. Probe: do you feel more comfortable at home? Why?
2. Probe: do you get a better workout at home/outside rather than the gym?
Why?
I. Topic #6: Great Expectations
a. Tell me about you’re ideal gym?
1. Probe: Where would it be located?
2. Probe: How big would it be?
3. Avg. Price per month?
a. What special features does your gym you attend have?
1. Probe: example) pool, sauna, tennis courts etc.
a. What are your ideal hours for a gym open to close?
b. What services would you like included with your gym?
1. Probe: childcare, tanning, massage place connected, hair salon, food stations
a. Is it important for you to have clean locker rooms with amenities such
As showers, saunas, steam-rooms, etc.?
I. Topic #7: Name the UND Wellness Center
a. Picture: what is your first impression of this picture?
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b. Does this look like a gym you would be comfortable working out at?
c. What would you change about this gym?
d. What types of sounds do you hear at the gym while working out?
I. Topic #8: Social Media use for the UND Wellness Center
a. Are you likely to follow social media for the gym you attend? If so, what types of
content would you expect to see?
b. Would you rather check their social media (Facebook, twitter) or their actual
website for latest info?
c. What types of information would you are likely to share with your friends you
find on social media regarding the gym you attend?
Conclusion: Thank them for taking time out of their day thanks them for their input and
honesty. Your input will be very helpful in the development in local gyms.
Appendix E
Focus group transcript
Qualitative Data: Manuscript
Team Senior Citizens
By: Natalie Steinwand, Carrie Sandstrom, Lucas Amundson, Scott Lucas & Marisa Johnson
Moderator: Welcome everyone! I am Carrie, and I am going to be the moderator for tonight. I
will be guiding this focus group, but I won’t be providing my personal input. A focus group is
just like a time for people to get together and talk about a topic of interest, and tonight it’s
fitness among UND students and the UND Wellness Center. The focus age range that we are
looking at is 18-29. We will just be looking at different fitness places and habits throughout the
Grand Forks area. All of your answers are confidential and we will only use them for
confidential purposes. We are recording this on camera, but the videos won’t end up on
Youtube or a blog or anything. The other members of our research group will be observing but
not participating. You guys can introduce yourselves: “My name is Lucas,” “I’mScott,” “I’m
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Natalie,” “I’m Marisa.” Were going to go over the rules really quick, and most of them are super
self explanatory. So this is intended to be ethical, confidential, non-judgemental, open-minded,
communicative, inquisitive, and just like feel free to disagree with people, without being
disagreeable if that makes sense. Rule #1: Speak one at a time, speak truthful, there are no
right or wrong answers, respect one another’s opinions and their speaking time, remember that
all opinions count, keep an open mind, and don’t try to be the moderator. I went through
serious training to get the gig. (Jokingly). So we’re just going to go ahead and start the
questions now. Feel free to hop in, respond, we don’t need a response to every question, but
the more information we get, the more helpful it will be.
Moderator: So if you guys just want to start by talking about your workout happens, like how
many times do you go to work out a week? How long are you there? Those types of things.
Participant #9: Well I try to go 2-3 times a week, that’s a good week if I get there and I usually
run for about an hour.
Participant #7: I kind of go in streaks, but when I’m there, I am there for like 2-3 hours.
Moderator: When you say, streaks what do you mean?
Participant #7: 1 week I am really good, and then like 3 weeks I’m not really good.
Moderator: Okay
Moderator: And this includes working out outside, or like in home P90X
Participant #6: Yeah we do that (points to the person to his right). P90X in our living room, we
did it yesterday, we tried to get through it.
Participant #5: Yeah, it’s a lot of work. I do a lot of push-ups.
Moderator: Yeah, I do a lot of push-ups right now too. Anyone else?
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Participant #11: I try to go 4-5 times a week.
Moderator: When you guys go, or when you work out in general, do you work out with people?
Do you work out by yourself? Why or why not?
Participant #10: I go by myself, I don’t want to have to talk to people.
Participant #1: Yeah I agree with that, I don’t like being around too many people.
Participant #6: I like to go with someone, because I get anxiety if I am by myself.
Moderator: Shaking head
Participant #7: I go by myself because I don’t like people watching me, especially my itty-bitty
friends.
Participant #11: I guess I go to classes with not too many people
Moderator: So what about for the rest of you, do you do classes? or do you do cardio? weights?
all the above?
Participant #10: I like to go to classes
Participant #2: I play a lot of basketball, free weights
Participant #3: I usually just do cardio, elliptical every once in a-while.
Participant #9: I stick to cardio.
Moderator: Shaking head, okay, and just in general whether you work out a lot or not at all,
what gyms and exercise options are you aware of in the Grand Forks area?
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Participant #11: The Wellness, Choice, The Y, Anytime, Planet Fitness
Participant #10: YMCA
Moderator: Are there any gyms you hear about a lot more than others?
Participant #9: I feel like Choice I hear about a lot.
Participant #10: nodding head, yeah Choice is a big one.
Participant #5: Anytime, it’s on the commercials all the time.
Participant #11: Planet Fitness always has deals going
Moderator: Nodding head, and what modes of communication do you hear about gyms
through? So like ads on the radio? Television ads? Social media? Posters? Word of mouth?
Participant #10: Radio is a big one I think. Also Facebook.
Participant #11: Posters
Participant #9: Word of mouth. Like friends and wherever they have subscriptions too.
Moderator: Okay, and do you follow any fitness centers on social media like twitter, instagram,
etc?
Participant #10: Yeah, I follow Choice on Facebook.
Moderator: What made you want to follow Choice?
Participant #10: They post a lot of pictures. Like they did stuff for the holidays where they had a
class where people dressed up and it was really funny to see pictures of all of them.
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Moderator: Okay, and just in like a general sense these questions might skip around a little bit
so if you want to ever jump back feel free.
Moderator: What’s your reason for working out or not working out? Like what motivates you to
go?
Participant #10: Spring Break.
Participant #5: Vegas
Participant #1: For me I like to ski, so I really like to work out before I go on trips and that’s
pretty much about it.
Participant #9: I guess the feeling after working out
Participant #10: The endorphins
Participant #9: It’s like therapeutic too.
Moderator: So like a stress relief?
Participant #9: Shakes head
Participant #7: Just to look good.
Moderator: I feel you (shaking head, laughing).
Moderator: if those are your reasons for working out in general, what makes you choose the
place that you work out? Why do you work out at home? Why do you work out at other fitness
centers? What motivates those choices?
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Participant #7: I work out at Choice because I don’t know a lot of people, I’m not worried about
people looking at me because I’m sweating too much or anything.
Participant #6: I go to anytime or I work out at home, mainly because there is nobody there, so
the same reasons, just privacy.
Participant #11: I go to the Y because the trainer I like offers classes that are open to the public
every day of the week and it works with my schedule.
Participant #9: I go to the wellness because it’s free and convenient
Participant #8: yeah
Participant #10: and it’s always packed there, that’s why I don’t go there
Participant #9: I know
Moderator: The deterrent in the wellness center being packed, is it that you can’t get on the
machines you want, or that you have to interact with a lot of people, or see people that you
don’t want to?
Everyone: all of the above (laughter)
Participant #5: not being able to use what you want I’d say is a big one.
Participant #6: I get dirty looks there, like if I’m trying to lift or something I’m interrupting
someone’s schedule and it’s horrifying. And they’re big guys. (laughter)
Moderator: for the larger group, what factor would you say privacy plays in your workout
choice, I’ve heard a few people mention it, do you want to have a more private workout
experience in general?
Group: yes
Participant #7: I’d rather workout for myself than for anyone else.
Participant #10: I like when gyms have those separate rooms where you can go in and use
them, at Choice you can’t use them so it’s super annoying, at the Wellness I think you can use
them when they don’t have classes which is nice.
Moderator: Just to gauge the group, if everyone can share where they work out or where they
work out most often, so if you work out at a few places you can list all of them or where you are
at most frequently.
Participant #10: I work out at Choice.
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Participant #11: I’m at the Y at least 4 days a week, when I go 4 days a week, and Choice 1 day a
week.
Participant #9: The Wellness or outside.
Participant #8: Yeah, the Wellness or outside when it’s nice out.
Participant #7: Choice.
Participant #6: Anytime or outside.
Participant #5: My house, or at work.
Participant #4: The Boden, since I live there it’s convenient.
Participant #3, 2, 1: Wellness Center.
Moderator: Ok, regardless of where you work out, if we can run through your perceptions of
the various fitness centers in town, we can start with Choice Fitness, and throw out words you
think of when you think of Choice.
Participant #11: It’s big, they offer a lot of different machines, variety, optional classes, skill
trainers, I don’t know (laughter)
Participant #10: Newer.
Participant #11: The tennis court, Racquetball court, basketball court, the pool.
Moderator: What do you think about when you think about Anytime?
Participant #6: I like it because it’s small, it has a good variety, and I like to go late so there’s not
anyone there, so I get my own pick and choice.
Participant #7: They’re open really late too, anytime (laughter).
Participant #10: I wish choice was open later
Moderator: What do you think of when you think of Planet Fitness?
Participant #8: I feel like nobody goes there.
Participant #11: Cheap. So it’s good for college students.
Moderator: The Y.
Participant #8: That’s where I work, so I don’t like to go there.
Participant #11: I like their classes. They also have 2 separate rooms you can work out by
yourself in and they have all the equipment in them so it’s nice.
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Moderator: What do you think about when you think about the UND Wellness Center?
Participant #10: Busy.
Participant #5: I hate it.
Moderator: Why?
Participant #5: too many people. I feel like I’m being judged. There is too many big guys that are
way too big, it’s like “go home” you won. (laughter) I don’t know what you’re trying to do here.
Participant #11: Sometimes it’s motivational though, because you want to beat the person next
to you.
Moderator: I heard a few people mention when we talked about Anytime, that it’s anytime,
What role do the hours of various fitness centers play in your decision to use them, how
important are hours to you?
Participant #10: I think they’re very important. I like to go late at night. The only reason I go to
choice is because me and my mom have a shared membership, and they’re closed at 10 or 11
and that’s way too early.
Participant #6: I have classes, and then I serve or bartend, so the only time I have to go is
between midnight and 5 am.
Moderator: What do you think the ideal hours for a fitness center are?
Participant #9: 24/7 (group nods)
Moderator: What role does the distance you have to travel to get to a fitness center play in
your decision to use it? I heard you mention the Boden is convenient so that’s why you go
there.
Participant #4: Yeah, even though I have a car I walk a lot, and the Wellness center is kind of far.
Participant #10: I like that choice is close to my house. I have a hard time getting motivated to
drive there, but it’s closer than any other place.
Moderator: What about everyone else, does the time it takes to travel influence if you are
going to go or not?
Participants #1-6: No, it doesn’t play a factor.
Moderator: What influence does the level of technology of the fitness center have on your
desire to go?
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Participant #7: I feel like the aesthetic, how like the gym looks makes you want to be there
more often, if it’s not visually pleasing then you won’t want to be there as much.
Participant 10: I think it’s definitely better to have updated technology than not but it doesn’t
really play a huge role for me.
Participant 11: You can tell the difference between older machines compared to the new
machines, older treadmills are harder on your knees and you can tell the difference between
newer ones.
Participant 10: The old ones are so loud
Moderator: So newer technology makes it more enjoyable overall?
Participant 8: Yeah.
Moderator: But would not deter you from going to one or the other?
Participant 9: I guess I kind of like the treadmills that have the TV on them, because then I can
watch my own show, the other ones that are open are the five TV’s that already have the
channel on them and I like to pick my own. So that would deter me from going to one of those
(points to person 10) if I run because I need to get lost in whatever I chose to watch.
Moderator: Sort of on the same idea as technology, regarding the marketing of different fitness
centers, what do you think make successful marketing campaigns, like you mentioned (points
to participant 10) how you follow choice because they have a good Facebook photo, what
would it take for you the rest of you guy to follow or engage in a fitness center online?
Participant 9: Deals or promotions
Participant 7: Yeah
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Participant 8: Or about different kinds of classes they have that week or something. I feel like
some of them do but I just don’t follow them.
Moderator: So specifically talking about the UND wellness center, do you think they have an
effective marketing appearance or do you hear about them through different marketing
channels at all?
Participant 5: I get a lot of emails from them that I just delete. (everyone else laughs and nods)
Moderator: Why do you delete the emails?
Participant 5: I just don’t feel like opening them because I don’t go there.
Participant 10: Are they on Facebook?
Moderator: (head nod) Yeah.
Participant 10: I didn’t know that
Participant 9: Yeah I guess I haven’t noticed a presence on social media.
Participant 10: They could definitely do a lot more on that
Moderator: Okay. Would you say what are some things the und wellness center offers that
you’re aware of?
Participant 10: I like to go to spin classes
Participant 1: Rock climbing
Participant 3: Interrmural sports
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Moderator: Anyone want a cookie? (Everyone laughs and moderator passes around the
cookies) Back to what the wellness center offers, rock climbing, spin classes…
Participant 7: Yoga
Participant 8: 6 AM yoga
Moderator: So those are some of the amenities that you are aware of so what would you like to
see or what would your ideal gym include?
Participant 10: Rooms that you can work out in by yourself
Participant 5: Free trainers
Participant 9: Yeah.
Moderator: So I know some places in town offer tanning, is that something that you would be
interested in?
Participant 11: No but I do think it is a big factor for some people that like to tan.
Moderator: How much would you be willing to pay for a gym, like a monthly membership?
Participant 10: Not a lot
Moderator: What is not a lot?
Participant 9: $20 or less, $20 like max
Participant 10: Depends on the place or how desperately I want to work out there.
Participant 2: I would say like $35
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Participant 10: Yeah that’s a good price
Participant 5: I would say $40
Participant 10: Less than $50
Moderator: So less than $20 less than $50?
Participant 11: Yeah I’m cheap I would say like maybe $15.
Moderator: If you workout at the wellness center, how greatly does the fact that you already
pay for it through your tuition, so like “free”, does that influence the fact that you go to the
wellness center?
Participant 11: It used to.
Participant 1: For me yes, absolutely.
Moderator: So I’m going to show you guys a picture now, and I would just like you to give us
your impressions would you want to work out here?
All participants: Nodding yes.
Participant 1: Yeah
Participant 2: Yeah
Participant 10: Yes that’s nice.
Participant 8: Wait is that the wellness center? (laughs)
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Moderator: Yes. This is indeed the wellness center.
Moderator: Would you say that overall you like the way the Wellness Center looks for the most
part? Do you think visual or aesthetic appeal has a large influence, does it make or break your
workout?
Participant 7: I think it’s nice to have, but I don’t think it makes or breaks anything.
Participant 11: I think it’s a good factor when students, or like people—future students—come
to tour, I think it’s a big attraction for them. It’s really nice.
Moderator: What do you like about the interior design of the Wellness Center?
Participant 6: I like it. I think it’s bright.
Participant 7: I like how with the ellipticals you’re not just running to a wall; you’re looking at
people and stuff. That sounds so weird. (laughs)
Participant 10: When they have spin classes, they have lights that shine words on the wall, I
think. And I think that’s really cool.
Moderator: The black light or whatever? Like late-night thing?
Participant 10: Yeah.
Moderator: Can you describe your perfect workout? What would really make or break a
workout, like time of day, the atmosphere in the gym or the number of people in the gym…
Participant 10: 11 o’clock…
Moderator: A.M. or P.M.?
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Participant 10: A.M. And like, no one there.
Participant 9: I don’t know. My perfect workout would be like outside, so that would be a fall
day. But if we’re talking in the gym, then mine would probably be in the morning at like 8, and
then it would be ideal if no one was there, but I feel like those are prime workout hours.
Moderator: Does anyone else have anything they would like to add? Not necessarily related to
any of the questions, just on the general topic of wellness.
Moderator: No? OK, I have one more question. I accidentally skipped it. What is your
impression of people who choose to work out at the Wellness Center? What kinds of people
work out at the Wellness?
Participant 2: A lot of people who work out there seemlike they’re really intense about their
workouts.
Participant 11: A lot of—it seems like right away—a lot of freshmen come.
Moderator: Are those types of people people you want to work out with or people you don’t
want to work out with?
Participant 11: It doesn’t make a difference.
Moderator: How influenced are you by where your friends work out?
Participants: Not at all… (shake heads)
Participant 7: I’d rather not. (laughs)
Participant 11: It influences me, I guess, because I’d rather go work out with them.
Participant 9: I like going to the gym with—like carpooling—but I like working out alone.
Moderator: Do you think more men or women take classes at the Wellness Center?
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Participants: Women.
Participant 9: I feel like there’s more classes targeted towards women, though. I don’t think
there’s like, boot camp or something, which maybe guys would go to. But I feel like it’s a lot like
Zumba and yoga and cycling—not that boys can’t go to that.
Moderator: OK, well, I think that’s pretty much all our questions. Thank you so much for coming
out today. Thank you for your time, honesty, and input. This will be very helpful in our
understanding of people who use fitness centers and the UND Wellness Center
Survey
You are being asked to participate in a research project regarding consumers’ responses to the
UND Wellness Center by completing a brief survey. There are no foreseeable risks or immediate
benefits, but your responses will help to improve research for the product. All information
collected will remain confidential. Your participation as a subject is completely voluntary and
you may withdraw at any time. If you have any questions or concerns, please contact Dr.
Joonghwa Lee at joonghwa.lee@und.edu. By continuing on you provide consent to participate
in this research project.
We are students currently enrolled in a research course (COMM 410) at University of North
Dakota. As a part of a research project for this class, we are looking for students to participate
in this survey about the UND Wellness Center. This survey will last for about 15 minutes. Thank
you for your participation.
1) My attitude toward the UND Wellness Center is
Negative 1--2--3--4--5--6--7 Positive
Unpleasant 1--2--3--4--5--6--7 Pleasant
Unfavorable 1--2--3--4--5--6--7 Favorable
2) The design of the UND Wellness Center is…
Not Advanced 1--2--3--4--5--6--7 Advanced
