VCR Presentation Jessup
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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.
VCR Presentation Jessup
- 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