1. Marketing
Research
California Drought
Emily Zeidler, Ivanna Alvarez, Megan Nelson, Schyler Kaminski, Sean Ward

2. Primary Research Objective
1. Are residential communities willing to convert from traditional landscaping
practices to more efficient methods to help conserve water?
sample size: 100
after data mining: 95
population of interest: san diego residents

3. Within Subject Experiment
Grass Lawn Landscape

4. Within Subject Experiment
Drought Tolerant

5. Within Subject Experiment / Willingness to change
landscaping
The following four representations compare different landscaping and how respondents
voted them based on aesthetics.
● Sample Size = 42 respondents
● Filters Applied = Screen on Survey time / All respondents represented have grass
lawns

6. Low End Drought Tolerant
Subjectively Less appealing

7. High End Drought Tolerant
Subjectively More Appealing

8. Normal Grass Landscape

9. High End Grass Landscape

10. Results
● People that chose a high scale value on normal grass landscapes had a
lower concern for the drought
● People that chose a high scale value on drought tolerant landscapes had a
higher concern for the drought
● Both Groups, whether high or low, ranked the high end drought tolerant
landscaping higher than the normal drought tolerant landscaping
● If drought tolerant landscaping were to catch on to the mainstream public,
then it is going to have to be high end to be very aesthetically pleasing