Date post: | 21-Jan-2017 |
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Z E N I A NAudience Perceptions and
Demographics
For fulfillment of VCR By James Jessup
Overall Customer Satisfaction is High
Excellent Good Fair Poor Very Poor0
20
40
60
80
100
120
140
160
180
Ferris Bueller Willy WonkaOld School
Excellent46%
Good49%
Average/ Fair4%
Poor 0.3%
Very Poor1%
Parking, Signage, Cleanliness correlate to
Overall Satisfaction
GenderMarital 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 0.5180.3701.000Age -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
Most patrons are younger, single women
Married30%
Single70%
Infant-128%
13-3053%
31-6036%
60+3%
Age
65% Female
35% Male
< $50K $50 - $100K $100K+0%
10%20%30%40%50%
45% 26% 29%
Annual Income
Few Significant DifferencesMovie Gender Marital Status Age Income
Male37%
Female63%
Married30%
Single70%
Infant-129%
13-3051%
31-6035%
60+5%
< $50K42%
$50 - $100K30%
$100K+28%
Male33%
Female67%
Married30%
Single70%
Infant-128%
13-3054%
31-6037%
60+2%
< $50K49%
$50 - $100K24%
$100K+28%
Male41%
Female59%
Married35%
Single65%
Infant-126%
13-3063%
31-6031%
< $50K44%
$50 - $100K22%
$100K+34%
Word-of-Mouth brings in the most Patrons
Television
Newspaper
_x0005_Radio_x0003_Web
_x000d_Word of Mouth
0
100
200
Ferris Bueller
Willy Wonka
Old School
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
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
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)
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