This document is a marketing report on a Professional Bull Riders (PBR) event held in Mobile, Alabama in February 2008. It summarizes the results of a survey administered to spectators at the event to understand the audience profile. Over 62% of respondents lived in Mobile County and 24% in nearby Baldwin County. Most respondents were white females ages 35-44 who attended as part of a family group. Many were first-time PBR attendees who learned about the event on TV or radio. The report provides implications for PBR ticket pricing and partnerships with local attractions to promote future Mobile events.
Journalism in the 21st Century_LBSilva_FINALLauren Silva
This document summarizes a research project investigating how technology is changing journalism and media. The researcher conducted experiments on social media news displays and surveyed news consumption patterns. The project found that while technology has made news more accessible, it may be compromising the integrity of journalism by creating personalized news "echo chambers." Further research is needed to fully understand the impacts of individualized news delivery through social media.
Helping drive demand for tourism, leisure & music.
An analysis of customer, ticketing and booking data gathered from across the tourism, leisure and music industries, to gain insights into customer behaviour, observe demand trends, and identify how to make more effective use of data in marketing.
The document summarizes the results of a survey about music magazine preferences. The survey found that the target audience for a new music magazine should be young adults interested in indie/alternative music. Most survey respondents were ages 13-17 and listened to indie/alternative music. Over 3/4 of respondents did not regularly read music magazines due to cost or lack of interest. However, many said they would be open to downloading a free music app. Based on these findings, the author concludes that a successful new magazine should cater mainly to indie/alternative fans but also include some pop and rock content, and consider offering a free mobile app version to appeal to broader audience.
This very short document does not contain enough meaningful information to summarize in 3 sentences or less. It only contains two misspelled words that do not form a coherent thought or meaning.
The document describes plans for additional activities at the Community Village of Diversity festival to attract more people and involve the community. It aims to bring 15,000 additional people to the event through free activities like performance stages, street artist workshops and performances, cultural activities, kids rides and crafts, food and art markets, a talent competition, music industry workshops, and environmentally friendly initiatives. The event is designed to be inclusive and encourage diversity, arts, and community partnerships.
El documento lista los artículos necesarios para una compra en el supermercado, incluyendo alimentos, un microondas y un regalo de cumpleaños. Se pide completar una tabla con los precios de los alimentos, elegir un regalo y pegar una imagen, y calcular el total de la compra. Finalmente, se identifican los artículos más caros y más baratos de la lista de compra.
This document summarizes the literature on the educational role of art museums in teaching university students. It discusses how art museums have historically partnered with universities through internships, preservice art education programs, service learning opportunities, and interdisciplinary collaborations. While such partnerships can provide valuable learning experiences for students, the literature also notes challenges for museums in having limited resources and meeting the schedules and expectations of university programs.
Journalism in the 21st Century_LBSilva_FINALLauren Silva
This document summarizes a research project investigating how technology is changing journalism and media. The researcher conducted experiments on social media news displays and surveyed news consumption patterns. The project found that while technology has made news more accessible, it may be compromising the integrity of journalism by creating personalized news "echo chambers." Further research is needed to fully understand the impacts of individualized news delivery through social media.
Helping drive demand for tourism, leisure & music.
An analysis of customer, ticketing and booking data gathered from across the tourism, leisure and music industries, to gain insights into customer behaviour, observe demand trends, and identify how to make more effective use of data in marketing.
The document summarizes the results of a survey about music magazine preferences. The survey found that the target audience for a new music magazine should be young adults interested in indie/alternative music. Most survey respondents were ages 13-17 and listened to indie/alternative music. Over 3/4 of respondents did not regularly read music magazines due to cost or lack of interest. However, many said they would be open to downloading a free music app. Based on these findings, the author concludes that a successful new magazine should cater mainly to indie/alternative fans but also include some pop and rock content, and consider offering a free mobile app version to appeal to broader audience.
This very short document does not contain enough meaningful information to summarize in 3 sentences or less. It only contains two misspelled words that do not form a coherent thought or meaning.
The document describes plans for additional activities at the Community Village of Diversity festival to attract more people and involve the community. It aims to bring 15,000 additional people to the event through free activities like performance stages, street artist workshops and performances, cultural activities, kids rides and crafts, food and art markets, a talent competition, music industry workshops, and environmentally friendly initiatives. The event is designed to be inclusive and encourage diversity, arts, and community partnerships.
El documento lista los artículos necesarios para una compra en el supermercado, incluyendo alimentos, un microondas y un regalo de cumpleaños. Se pide completar una tabla con los precios de los alimentos, elegir un regalo y pegar una imagen, y calcular el total de la compra. Finalmente, se identifican los artículos más caros y más baratos de la lista de compra.
This document summarizes the literature on the educational role of art museums in teaching university students. It discusses how art museums have historically partnered with universities through internships, preservice art education programs, service learning opportunities, and interdisciplinary collaborations. While such partnerships can provide valuable learning experiences for students, the literature also notes challenges for museums in having limited resources and meeting the schedules and expectations of university programs.
The document summarizes the findings of a study on the economic and fiscal impacts of the 2015 Senior Bowl in Mobile, Alabama. Key findings include:
- An estimated 41,247-41,507 true economic tourists traveled to Mobile specifically for Senior Bowl events, bringing $12.4-12.5 million in direct spending to the city.
- The total economic impact to the local economy was estimated at $27.7-27.9 million for the city, $24.3-24.4 million for Mobile County, and $23.9-24 million for the state of Alabama.
- The fiscal impact in the form of tax revenue was $956,497-$1,083,
GNMAA Marketing Research Service Learning ProjectIris Wen
The Greater North Michigan Avenue Association was a client for the Marketing Research course. Our group of four conducted quantitative and qualitative marketing research on behalf of The BMO Harris Bank Magnificent Mile 2013 Lights Festival. The research centralized around identifying the visibility of activities leading to and on the day of the festival, investigating consumers’ desired level of involvement, comparing involvement of consumers to overall market segment activity, and generating ways to further engage consumers during the Lights Festival. In order to generate primary, quantitative, descriptive data for the client, a gamified survey was created through Qualtrics. Additionally, for key findings to surface more readily, a focus group moderators guide was created for the client - resulting in primary, qualitative, exploratory data.
Marketing Research, MARK 311, Loyola University Chicago
This document is a market research report summarizing perceptions of the city of Saginaw in Michigan. It describes research conducted through a 400-person survey of citizens in the surrounding Great Lakes Bay Region. The report includes an executive summary, introduction, descriptive statistical analysis of survey responses, analysis of survey hypotheses, and conclusions. Key findings include that respondents were not highly motivated to visit cities for factors like farmers markets, sustainability initiatives, or bike lanes. College students appeared more interested in shopping variety than others. Those listening to the radio often also tended to dine out often. Those with lower incomes wanted more bike infrastructure, and those with children cared more about safety and security. The data will help the Saginaw branding committee understand perceptions
The document provides a media strategy for promoting the V8 Supercars Gold Coast 600 event. It includes an analysis of the target audience, media objectives, and recommendations for various media channels to reach thrill-seeking males aged 18-35. The proposed strategy utilizes out-of-home advertising, radio, digital influencers, and television spots. A budget of $3 million is allocated across these channels, with the majority (62%) going towards television given its high reach. Effectiveness will be measured by ticket sales, social media engagement, and surveys on how attendees heard about the event.
EMG Webinar: Beyond the Demographic: Using Psychographic and Ethnographic Dat...Earthbound Media Group
For decades, marketers and advertisers have used demographic profiling to target consumers. But focusing solely on this traditional targeting tactic may be a waste of precious time, money, energy and opportunities for meaningful engagement. By considering how the social and mobile landscapes have impacted the consumer’s ability to commune in new and personal ways we can discover how demographic profiling alone is ineffective. The webinar will explore EMG’s hand- crafted methodologies in collecting, measuring and responding to new data sets, live behaviors and critical brand sentiment that have allowed us to target and personalize campaigns and web experiences within a diversity of industries including higher education, healthcare and entertainment.
Join us as we introduce and explore how you can evolve your approach to profiling and segmenting audiences to increase impressions, shares, adoptions and conversions.
In this webinar you will learn how to:
1. Think beyond demographic profiling and why it is fiscally beneficial to do so
2. Acquire more specific data sets and ways to measure
3. Use those data sets to get started on targeting consumers on more specific levels
4. Craft engaging and personalized web features and experiences
5. Measure the success and efficiencies of your new marketing tactics
Prediction of Consumer Purchase Decision using Demographic Variables: A Study...IOSR Journals
The demographic environment is of major interest to marketers because it involves people and people make up market. Fragmentation of the mass market into numerous micro markets differentiated by age, sex, education, life style, geography and so on. Because each group has strong preferences and consumer characteristics that can be easily reached through increasingly targeted communication and distribution channels. Most of marketers’ strategic decision making heavily depend on the demographic variables of people in the region where they focus on marketing their products. This study makes known the vital demographic structure of premium car owners in Chennai city and provides models for predicting the consumer’s decision to buy a car when his exact demographic profile is known. The relationship established between the demographic variables and the different stages of consumer’s purchase decision process further helps identifying the significant demographic variables. This will be definitely helpful to the marketers of cars to know their target group and to evolve marketing strategies to make them becoming a car owner.
1996 Northfield Township Survey Report, with Joint BOT-PC LetterJGNelson
1996 Northfield Township, Michigan, Survey with questions, results, interpretation, many public comments, full description of the Township Wide Process and full involvement of the citizenry used to select the Questions.
This document provides details on research conducted for a filmmaking project (FMP) documentary on Yorkshire, England. Primary and secondary research sources were used, including audience surveys and interviews, market research on existing products, and research on documentary styles and the tourism industry. The documentary aims to promote tourism to Yorkshire by advertising locations and activities. Younger adults aged 23-38 are identified as the primary target audience based on research showing they spend the most time and money on holidays. Additional surveys will be used to further profile the target audience and gather information on documentary production.
The survey of 158 UT students found that awareness of Kick Stand bike services was generally low. Only 49% were aware of Kick Stand benefits, 21% were aware of bike registration benefits, and 13% were aware of the bike locker service. Just 34% knew about purchasing accessories at garages. 38% were familiar with the Orange Bike Project. This shows that PTS needs a marketing strategy to better inform students about their bike services to encourage more biking on campus. When educated on benefits, students felt they would bike more and understood the importance of registration for linking bikes to owners.
This document discusses conducting research to analyze the feasibility of hosting a community event. It describes analyzing the community to identify its demographics, groups, existing events, industries, transportation, and facilities. It also discusses conducting a feasibility study to determine whether an event should be hosted by understanding the target audience and collecting information through surveys, interviews, and records. Finally, it mentions establishing policies and procedures to guide decision making and tasks for the event.
This document is a research report submitted by a group of MBA students to their professor regarding their research on the influence of family on youngsters' buying behavior towards mobile phone brands. It includes an introduction outlining the global mobile phone landscape and focus on youth as a target market. The research objectives are to conduct a literature review on family influence and analyze the relationship between independent/moderating variables and youth behavior in Pakistan. The literature review discusses how media and marketing target youth and social learning models for explaining their consumer decisions.
This document is a white paper from UPS that summarizes the results of a global study on online shopping behaviors. Some of the key findings include:
- The "flex shopper" is emerging, switching between channels and devices to suit their convenience when researching and purchasing products. Information and control are important.
- Consumers want more delivery and payment options for convenience. Free shipping is also important.
- Satisfaction with the online shopping experience is higher than in-store globally, though preferences still exist for researching and buying in physical stores.
- Mobile barriers remain for shopping, like small images and hard to compare products. Desktops are still preferred for online research and buying.
-
SharqStream and Sarkor eXtreme marketing analysis 2011Miraziz Bazarov
This document summarizes research on consumer behavior related to two competing internet service providers, SharqStream and Sarkor eXtreme, in Tashkent, Uzbekistan. Both quantitative and qualitative research methods were used, including surveys of 100 and 27 individuals and in-depth interviews. The research found that the majority of consumers for both providers are young, unmarried, male students with limited income who primarily use the internet for leisure in the evenings. Price was the most important factor for consumers when choosing a provider, while quality and stability were less significant. SharqStream was seen as cheaper but Sarkor had higher quality internal content and connection. The document provides details on research methodology, data collection and analysis to understand
Best Honeymoon Destinations-Goa Tour Packages |Nation Travel Agencyshabinss
This document summarizes a research study that analyzed travel blogs to understand visitors' experiences and perceptions of Charleston, South Carolina as a tourist destination. The researchers collected blogs from various sites and analyzed them using semantic network analysis and content analysis to understand the strengths and weaknesses communicated in the blogs. The results demonstrated that travel blogs provide a cost-effective way for destinations to gather authentic customer feedback and assess service quality from the visitor perspective. Monitoring blogs could help destinations improve the overall travel experience.
Travel behavior refers to the study of how and why people travel. It examines factors like transportation choices, popular destinations, reasons for travel, and environmental impacts. Key questions studied include how many trips people take, where they go, what mode of transportation they use, who they travel with, when they travel, and their travel patterns and routes. Travel surveys using diaries are a common way to collect this data. The data is then used for transportation planning and forecasting traffic. Travel behavior has been studied since the 1940s and focuses on topics like mode choice, time-space analysis, and differences in travel patterns between genders and household structures. An intelligent tourist destination is innovative, has strong technological infrastructure to understand customers, and focuses on
Consumer behavior in rural markets is influenced by various social and cultural factors. Market segmentation in rural areas considers characteristics like family size, social status, and the influence of opinion leaders. Understanding the rural consumer lifestyle requires examining psychology, sociology, and economic factors. There are several myths about rural consumers, such as that they only buy cheap products. However, rural consumers now desire new products and brands and are influenced by demonstration and retailers. Rural market research uses both primary and secondary data collection methods to systematically study rural consumer behavior and identify opportunities.
The marketing plan summarizes primary research conducted with George Mason University students about awareness and perceptions of the Center for the Arts (CFA). The research found that many students were unaware of the CFA's location and programs. To address this, the plan recommends:
1) Increasing on-campus branding of the CFA through stickers, flyers, and impromptu performances to raise awareness.
2) Implementing a student-run blog and social media presence to drive traffic to information about CFA events and build an online community.
3) Developing VIP programs like free parking, food/drink vouchers, and pre-ordering concessions to improve the event experience and encourage repeat attendance
Effects of centralization and decentralization of electoral administration by...Adebukola Adebayo
This research thesis provides in dept comparative analysis on the centralization and decentralization of the management of electoral systems in large countries mostly known as federations. The object of this study is to provide strategic guidance to operators of election management bodies on administrative alternatives and best practice in the management and administration of electoral systems in large countries with view to reduce or eradicate the challenges of implementing election management logistics in such vast administrative areas.
The Value of Direct Individual EndorsementsTommy Fad
In an industry where celebrity endorsement dominates the advertising landscape, is it possible that the pay-off from direct individual endorsement is being largely overlooked?
The document summarizes the findings of a study on the economic and fiscal impacts of the 2015 Senior Bowl in Mobile, Alabama. Key findings include:
- An estimated 41,247-41,507 true economic tourists traveled to Mobile specifically for Senior Bowl events, bringing $12.4-12.5 million in direct spending to the city.
- The total economic impact to the local economy was estimated at $27.7-27.9 million for the city, $24.3-24.4 million for Mobile County, and $23.9-24 million for the state of Alabama.
- The fiscal impact in the form of tax revenue was $956,497-$1,083,
GNMAA Marketing Research Service Learning ProjectIris Wen
The Greater North Michigan Avenue Association was a client for the Marketing Research course. Our group of four conducted quantitative and qualitative marketing research on behalf of The BMO Harris Bank Magnificent Mile 2013 Lights Festival. The research centralized around identifying the visibility of activities leading to and on the day of the festival, investigating consumers’ desired level of involvement, comparing involvement of consumers to overall market segment activity, and generating ways to further engage consumers during the Lights Festival. In order to generate primary, quantitative, descriptive data for the client, a gamified survey was created through Qualtrics. Additionally, for key findings to surface more readily, a focus group moderators guide was created for the client - resulting in primary, qualitative, exploratory data.
Marketing Research, MARK 311, Loyola University Chicago
This document is a market research report summarizing perceptions of the city of Saginaw in Michigan. It describes research conducted through a 400-person survey of citizens in the surrounding Great Lakes Bay Region. The report includes an executive summary, introduction, descriptive statistical analysis of survey responses, analysis of survey hypotheses, and conclusions. Key findings include that respondents were not highly motivated to visit cities for factors like farmers markets, sustainability initiatives, or bike lanes. College students appeared more interested in shopping variety than others. Those listening to the radio often also tended to dine out often. Those with lower incomes wanted more bike infrastructure, and those with children cared more about safety and security. The data will help the Saginaw branding committee understand perceptions
The document provides a media strategy for promoting the V8 Supercars Gold Coast 600 event. It includes an analysis of the target audience, media objectives, and recommendations for various media channels to reach thrill-seeking males aged 18-35. The proposed strategy utilizes out-of-home advertising, radio, digital influencers, and television spots. A budget of $3 million is allocated across these channels, with the majority (62%) going towards television given its high reach. Effectiveness will be measured by ticket sales, social media engagement, and surveys on how attendees heard about the event.
EMG Webinar: Beyond the Demographic: Using Psychographic and Ethnographic Dat...Earthbound Media Group
For decades, marketers and advertisers have used demographic profiling to target consumers. But focusing solely on this traditional targeting tactic may be a waste of precious time, money, energy and opportunities for meaningful engagement. By considering how the social and mobile landscapes have impacted the consumer’s ability to commune in new and personal ways we can discover how demographic profiling alone is ineffective. The webinar will explore EMG’s hand- crafted methodologies in collecting, measuring and responding to new data sets, live behaviors and critical brand sentiment that have allowed us to target and personalize campaigns and web experiences within a diversity of industries including higher education, healthcare and entertainment.
Join us as we introduce and explore how you can evolve your approach to profiling and segmenting audiences to increase impressions, shares, adoptions and conversions.
In this webinar you will learn how to:
1. Think beyond demographic profiling and why it is fiscally beneficial to do so
2. Acquire more specific data sets and ways to measure
3. Use those data sets to get started on targeting consumers on more specific levels
4. Craft engaging and personalized web features and experiences
5. Measure the success and efficiencies of your new marketing tactics
Prediction of Consumer Purchase Decision using Demographic Variables: A Study...IOSR Journals
The demographic environment is of major interest to marketers because it involves people and people make up market. Fragmentation of the mass market into numerous micro markets differentiated by age, sex, education, life style, geography and so on. Because each group has strong preferences and consumer characteristics that can be easily reached through increasingly targeted communication and distribution channels. Most of marketers’ strategic decision making heavily depend on the demographic variables of people in the region where they focus on marketing their products. This study makes known the vital demographic structure of premium car owners in Chennai city and provides models for predicting the consumer’s decision to buy a car when his exact demographic profile is known. The relationship established between the demographic variables and the different stages of consumer’s purchase decision process further helps identifying the significant demographic variables. This will be definitely helpful to the marketers of cars to know their target group and to evolve marketing strategies to make them becoming a car owner.
1996 Northfield Township Survey Report, with Joint BOT-PC LetterJGNelson
1996 Northfield Township, Michigan, Survey with questions, results, interpretation, many public comments, full description of the Township Wide Process and full involvement of the citizenry used to select the Questions.
This document provides details on research conducted for a filmmaking project (FMP) documentary on Yorkshire, England. Primary and secondary research sources were used, including audience surveys and interviews, market research on existing products, and research on documentary styles and the tourism industry. The documentary aims to promote tourism to Yorkshire by advertising locations and activities. Younger adults aged 23-38 are identified as the primary target audience based on research showing they spend the most time and money on holidays. Additional surveys will be used to further profile the target audience and gather information on documentary production.
The survey of 158 UT students found that awareness of Kick Stand bike services was generally low. Only 49% were aware of Kick Stand benefits, 21% were aware of bike registration benefits, and 13% were aware of the bike locker service. Just 34% knew about purchasing accessories at garages. 38% were familiar with the Orange Bike Project. This shows that PTS needs a marketing strategy to better inform students about their bike services to encourage more biking on campus. When educated on benefits, students felt they would bike more and understood the importance of registration for linking bikes to owners.
This document discusses conducting research to analyze the feasibility of hosting a community event. It describes analyzing the community to identify its demographics, groups, existing events, industries, transportation, and facilities. It also discusses conducting a feasibility study to determine whether an event should be hosted by understanding the target audience and collecting information through surveys, interviews, and records. Finally, it mentions establishing policies and procedures to guide decision making and tasks for the event.
This document is a research report submitted by a group of MBA students to their professor regarding their research on the influence of family on youngsters' buying behavior towards mobile phone brands. It includes an introduction outlining the global mobile phone landscape and focus on youth as a target market. The research objectives are to conduct a literature review on family influence and analyze the relationship between independent/moderating variables and youth behavior in Pakistan. The literature review discusses how media and marketing target youth and social learning models for explaining their consumer decisions.
This document is a white paper from UPS that summarizes the results of a global study on online shopping behaviors. Some of the key findings include:
- The "flex shopper" is emerging, switching between channels and devices to suit their convenience when researching and purchasing products. Information and control are important.
- Consumers want more delivery and payment options for convenience. Free shipping is also important.
- Satisfaction with the online shopping experience is higher than in-store globally, though preferences still exist for researching and buying in physical stores.
- Mobile barriers remain for shopping, like small images and hard to compare products. Desktops are still preferred for online research and buying.
-
SharqStream and Sarkor eXtreme marketing analysis 2011Miraziz Bazarov
This document summarizes research on consumer behavior related to two competing internet service providers, SharqStream and Sarkor eXtreme, in Tashkent, Uzbekistan. Both quantitative and qualitative research methods were used, including surveys of 100 and 27 individuals and in-depth interviews. The research found that the majority of consumers for both providers are young, unmarried, male students with limited income who primarily use the internet for leisure in the evenings. Price was the most important factor for consumers when choosing a provider, while quality and stability were less significant. SharqStream was seen as cheaper but Sarkor had higher quality internal content and connection. The document provides details on research methodology, data collection and analysis to understand
Best Honeymoon Destinations-Goa Tour Packages |Nation Travel Agencyshabinss
This document summarizes a research study that analyzed travel blogs to understand visitors' experiences and perceptions of Charleston, South Carolina as a tourist destination. The researchers collected blogs from various sites and analyzed them using semantic network analysis and content analysis to understand the strengths and weaknesses communicated in the blogs. The results demonstrated that travel blogs provide a cost-effective way for destinations to gather authentic customer feedback and assess service quality from the visitor perspective. Monitoring blogs could help destinations improve the overall travel experience.
Travel behavior refers to the study of how and why people travel. It examines factors like transportation choices, popular destinations, reasons for travel, and environmental impacts. Key questions studied include how many trips people take, where they go, what mode of transportation they use, who they travel with, when they travel, and their travel patterns and routes. Travel surveys using diaries are a common way to collect this data. The data is then used for transportation planning and forecasting traffic. Travel behavior has been studied since the 1940s and focuses on topics like mode choice, time-space analysis, and differences in travel patterns between genders and household structures. An intelligent tourist destination is innovative, has strong technological infrastructure to understand customers, and focuses on
Consumer behavior in rural markets is influenced by various social and cultural factors. Market segmentation in rural areas considers characteristics like family size, social status, and the influence of opinion leaders. Understanding the rural consumer lifestyle requires examining psychology, sociology, and economic factors. There are several myths about rural consumers, such as that they only buy cheap products. However, rural consumers now desire new products and brands and are influenced by demonstration and retailers. Rural market research uses both primary and secondary data collection methods to systematically study rural consumer behavior and identify opportunities.
The marketing plan summarizes primary research conducted with George Mason University students about awareness and perceptions of the Center for the Arts (CFA). The research found that many students were unaware of the CFA's location and programs. To address this, the plan recommends:
1) Increasing on-campus branding of the CFA through stickers, flyers, and impromptu performances to raise awareness.
2) Implementing a student-run blog and social media presence to drive traffic to information about CFA events and build an online community.
3) Developing VIP programs like free parking, food/drink vouchers, and pre-ordering concessions to improve the event experience and encourage repeat attendance
Effects of centralization and decentralization of electoral administration by...Adebukola Adebayo
This research thesis provides in dept comparative analysis on the centralization and decentralization of the management of electoral systems in large countries mostly known as federations. The object of this study is to provide strategic guidance to operators of election management bodies on administrative alternatives and best practice in the management and administration of electoral systems in large countries with view to reduce or eradicate the challenges of implementing election management logistics in such vast administrative areas.
The Value of Direct Individual EndorsementsTommy Fad
In an industry where celebrity endorsement dominates the advertising landscape, is it possible that the pay-off from direct individual endorsement is being largely overlooked?
1. Professional Bull Riders Marketing Report
Mobile, Alabama
Prepared by
Dr. Christopher M. Keshock-PhD, MBA
University of South Alabama
February 2008
All rights reserved. Reproduction of this work in any form or by any electronic, mechanical or other means,
including photocopying or storage in any information retrieval system is expressly forbidden without the
written permission of Dr. Christopher M. Keshock and the Professional Bull Riders, Inc.. Requests for
permission to make copies of any part of this work should be mailed to: Dr. Christopher M. Keshock, PE
Building-HPELS Department, University of South Alabama, Mobile, AL 36688 or by Email at
ckeshock@usouthal.edu
2. TABLE OF CONTENTS
Executive Summary
Introduction……………………………………………………………………………………….1
Background Information………………………………………………………………………….1
Mobile, Alabama…………………………………………………………………………..1
Mobile County…………………………………………………………………………….2
Baldwin County…………………………………………………………………………...2
Mobile Demographics……………………………………………………………………..2
Mobile Sports and Recreation……………………………………………………………..6
Mobile Civic Center……………………………………………………………………….6
Methodology………………………………………………………………………………………7
Instrument…………………………………………………………………………………7
Procedures…………………………………………………………………………………7
Data Analysis and Results………………………………………………………………………...8
Audience Audit……………………………………………………………………………………8
Zip Code…………………………………………………………………………………..8
Gender…………………………………………………………………………………….9
Age……………………………………………………………………………………….10
Marital Status…………………………………………………………………………….10
Race………………………………………………………………………………………10
Education Level………………………………………………………………………….11
Occupation……………………………………………………………………………….11
Household Income……………………………………………………………………….12
Household Status………………………………………………………………………...13
Event Information………………………………………………………………………………..13
Travel Party………………………………………………………………………………13
PBR Attended……………………………………………………………………………14
Media…………………………………………………………………………………….15
Decision to Attend……………………………………………………………………….16
Ticket Purchase…………………………………………………………………………..16
Ticket Type………………………………………………………………………………16
Attendance Factors………………………………………………………………………………17
Main Reason to Attend…………………………………………………………………..17
Leisure Interests………………………………………………………………………….18
PBR Affiliation…………………………………………………………………………..19
Implications………………………………………………………………………………………19
Conclusion……………………………………………………………………………………….23
References……………………………………………………………………………………….24
Appendices………………………………………………………………………………………25
3. EXECUTIVE SUMMARY- PBR MOBILE, ALABAMA
• Over 62% of the survey respondents live in Mobile County and 24% reside in nearby
Baldwin County, future projections for area population growth are expected in Baldwin
County from 158,412 to 175,329 by 2010. Likelihood for even further population growth
on the Eastern Shore are expected as a result of the Tyssen Krupp steel factory presently
being built, the completion of the Bass Pro Shop store, and other shopping malls expected
to open resulting in the anticipated employment of over 5,000 employees and migration to
the area.
• More females attend the Mobile PBR (54.4%) in comparison to gender representation in
the Mobile Bay area (51.7%).
• A majority of the people surveyed were white (87%) and the most frequent response given
toward the highest level of education obtained was a high school degree (33%) and the next
two most frequent responses were some college (22%) and college degree (22%).
• Survey respondents were mostly employed in the professional/technical industry, had a
household income between $30,000-$49,900, and 67% lived in a household with children.
• Travel parties consisted mainly of 2-4 adults (65%) but only 46% of the travel parties had
at least one child in the group so well over half of the survey respondents were from adult
only parties.
• 42% of the survey respondents were attending a PBR event for the first time and received
information about the event via television (40%) or radio (29%).
• Most of the individuals surveyed bought their tickets in advance (75%) which were Gold
Buckle seats (45%) and Level 2 seating (30%) and tickets were mainly purchased at the
Mobile Civic Center box office (51%).
• Respondents intrapersonal reasons for attending the Mobile PBR were due to family fun
(41%) recorded as the most often response and the second highest response to attend was
because subjects watched a PBR event on television and wanted to experience it in person
(31%). A call for PBR TV ads focusing on family fun are subsequently warranted.
• Considerations toward changing the day of the Mobile PBR from a Saturday night may
improve repeat customers since this response was the second most popular reason given
toward not attending the event with the location of Mobile being the most frequent
response.
• Marketing with the Mobile Exploreum Science Center and hunting/fishing related stores
to co-promote the PBR may receive higher bounce-back since these areas were the most
often encountered leisure experiences recorded by PBR survey participants.
• In comparison to another PBR event survey (Atlanta-large market) the Mobile small
market event responses revealed greater married female attendees in the 35-44 age group,
with travel parties being more family oriented, who were experiencing a PBR event as a
first time attendee.
• Since the Mobile PBR was a sellout crowd and ticket prices were not a major concern with
survey respondents it appears marginal increases in future ticket prices at the Mobile event
would be inelastic; thus allowing the PBR to charge more for admission without a
significant future impact on the attendance projections of future PBR events in Mobile.
4. INTRODUCTION
The following research agenda was completed under the auspices of the Professional Bull Riders
Association (PBR) marketing division. The final report contains information relating to the PBR
Enterprise Tour Series event held in Mobile, Alabama at the Mobile Civic Center on February 23, 2008.
The primary purpose of this descriptive research report was to collect fan information through the use of
a survey questionnaire administered to spectators on the night of the event. Survey response data were
collected, coded, and results categorized accordingly to depict the audience profiles of event attendees. In
addition, the subjects were asked to provide individual responses to other event consumption queries
included in the questionnaire: number of PBR events previously attended; type of tickets purchased for
the event and method used to purchase; description of event travel party; event media channel recall; how
long in advance spectators planned to attend the event; reasons spectators decided to attend; types of
recreational/leisure activities, places and events spectators visited in and around Mobile over the last
twelve months; and fan affiliation to the sport of bull riding.
The value from collecting and reporting the enclosed data offers evidence to develop a more
complete assessment toward understanding PBR audience profiles in a small market environment. Further
data analyses beyond retrieving demographic/geographic frequency counts have also been forwarded in
the report categorizing fans into consumer segments and potential marketing niche areas. Value from
conducting additional data mining could prove useful when applied to the practical applications inherent
with the administration, operations, and marketing of future Southeastern United States or small market
PBR endeavors. Specific to this report ticketing implications and promotional packaging strategies are
discussed to assist the PBR with its strategic marketing plans in cities of similar scope across the country…