Overall customer satisfaction is high, with 95% rating their experience as good or excellent. Females and younger, single patrons make up the majority of the audience. Word of mouth brings in the most patrons. The data shows some correlations between factors like cleanliness, parking, and signage with overall satisfaction. There are also some minor differences found between movie selections and demographics. The report provides recommendations to increase word of mouth, improve signage lighting, automate data collection, target appropriate audiences, and market to key demographics.

1. Z E N I A N
Audience Perceptions and
Demographics
For fulfillment of VCR By James Jessup

2. Overall Customer Satisfaction is
High
0
20
40
60
80
100
120
140
160
180
Excellent Good Fair Poor Very Poor
Old School
Willy Wonka
Ferris Bueller
Excellent
46%
Good
49%
Average/
Fair
4%
Poor
0.3%
Very Poor
1%

3. Parking, Signage, Cleanliness
correlate to
Overall Satisfaction
Gender
Marital
Status SignageParking Clean Overall Age Income
Hear
About
Gender 1.000
Marital Status 0.068 1.000
Signage -0.097 0.089 1.000
Parking -0.085 -0.067 0.467 1.000
Clean -0.064 -0.010 0.359 0.449 1.000
Overall -0.070 0.049 0.391 0.5180.3701.000
Age -0.012 -0.517 -0.093 -0.019 0.012 -0.017 1.000
Income -0.033 -0.337 0.009 0.015 0.021 0.001 0.122 1.000
Hear About 0.036 0.079 0.105 0.104 0.081 0.080 -0.087 -0.037 1.000
Correlation
Coefficients

4. Most patrons are
younger, single women
Married
30%
Single
70%
Infant-12
8%
13-30
53%
31-60
36%
60+
3%
Age
65%
Female
35%
Male
45% 26% 29%
0%
20%
40%
60%
< $50K $50 - $100K $100K+
Annual Income

5. Few Significant Differences
Movie Gender Marital Status Age Income
Male
37%
Female
63%
Married
30%
Single
70%
Infant-
12
9%
13-30
51%
31-60
35%
60+
5%
< $50K
42%
$50 -
$100K
30%
$100K+
28%
Male
33%
Female
67%
Married
30%
Single
70%
Infant-12
7%
13-30
54%
31-60
37%
60+
2%
< $50K
49%
$50 -
$100K
24%
$100K+
27%
Male
41%
Female
59%
Married
35%
Single
65%
Infant-12
6%
13-30
63%
31-60
31%
60+
0%
< $50K
44%
$50 -
$100K
22%
$100K+
34%

6. Word-of-Mouth
brings in the most Patrons
0
20
40
60
80
100
120
Television
Newspaper
RadioWeb
Word of Mouth
Ferris Bueller
Willy Wonka
Old School

7. Key Data Characteristics
• Data was collected in categories
– This leads to easier generalizations
– Comes at the cost of exactitude
• Data was formatted incorrectly
– Numerical Data was formatted as text
– Different researches entered data differently
– Data should be consistent for efficiency and clarity

8. Findings
• Patrons are more likely Single Females
• Females are happier with Cleanliness and Parking
than Males
• Females not as satisfied with Signage as Males
• Old School appeals to more Married Patrons
• Old School has highest Overall Satisfaction (by%)
• Willy Wonka had highest ticket sales, Ferris-2nd

9. Assumption: All data was collected
same night; first at Ferris Bueller,
then at Willy Wonka, then Old
School
If this is true:
• Patrons were less happy with Signage for Old
School*
– Perhaps better lighting for signs for later shows?
• Cleanliness Satisfaction decreased with later
shows*
• Number of Older Patrons decreased with later
shows
*(not by a significant margin)

10. Recommendations
• Increase Word of Mouth through social media
• Improve lights for Signage
• Automate data collection practices through
technology to obtain consistent formats
• Clean between shows all night
• Target appropriate brand audiences (Seniors
earlier in evening, Females)
• Market to desired demographics