Aberdeen Tartan Day This repo

Aberdeen Tartan Day This repoAberdeen Tartan Day This report examines the info from a Market Research Questionnaire presented to visitors of Aberdeen. Awareness of aside accompaniments is reviewed and, preferences for future events are examined, with mixed alternatives being explored.On August 5, 2005 Aberdeen City Council held its endorsement Tartan Day. In an effort to expand this newfound tradition Council wishes to explore take aims of interest in different types of potential activities. In the past such activities as the region Fair, walking tours, a family day at the Union Terrace and extra Jacobite displays at Provost Skenes House were included in the programme.The data, provided by the client, consisted of 30 respondents to the questionnaire. Although this rate is small it is sufficient to extract some general culture for Aberdeen City Council to make decisions regarding future events. The painful data were assumed to be correct as well as the methods for collect ing the data deemed appropriate.The raw data were copied to a minitab file (available upon request) and various graphs and statistical tests performed. Means and medians were compared and, in some cases, correlation coefficients were calculated to identify relationships surrounded by welkins.Demographically the respondents were evenly get around by gender and equally distributed in the three age ranges 15-19, 20-24 and 25-29. xxviii live in Aberdeen City, 23 are college school-age childs, one secondary student and six employed full time. All six of the respondents employed had salaries infra 1500 per month. at that place was huge variance in the level of consciousness respondents had in the events held in Aberdeen last course. Of the 30 people surveyed al close all were awake(predicate) of the Free at the Dee event but less than 25% were aware(p) of Tartan Day.EventNumber AwareNumber attendedAberdeen Jazz fiesta62Aberdeen International Football Festival141Aberdeen Interna tional Youth Festival131Free at the Dee2814Tartan Day71International Traders Fair4010k Fun fountain82Highland Games153Apart from the traders fair, the football game and youth festivals, the Tartan Day attracted the fewest percent of the people aware of its existence. Free at the Dee attendms to have generated the keenest attraction.How respondents find out about events attached with their hobbies and interests is shown belowCommunication method share who used thisTV50%Press22%Posters18% school text Message20% net profit60% electronic mail30%Word of Mouth93%Leaflets13%Clearly word of mouth and the internet seem to be the roughly effective communication modes with traditional print modes (leaflets, posters, press) among the least. A review of the hail effectiveness of e-mail and the internet compared to TV may be charge undertaking. Note that since many respondents make use of more than one media the preceding(prenominal) percents add to more than 100%.The pie chart below sh ows the relative popularity of the five proposed fundaments for future Tartan Day events. These are based on the heel of respondents who chose apiece activity as either their get-go or second choice.The boxplot below poignantly illustrates how the respondents voted. The shaded area shows how the middle half voted with the line in the box showing the median. The broad box for sports indicates the wide range of opinions related to the desirability of sports as a theme but whereas the small shaded area for unison indicates a strong consensus (the median is actually 1). The star at 4 for music is a lone dissenter called an outlier. Clearly incomplete theatre, art nor gameland games are very attractive as themes to the respondents. No one class-conscious theatre or art as number one and a singular champion of highland games voted it a first choice. Both sport and music seem to be popular. Twenty ranked music as number one and 8 ranked it as number 2 where sport received nine vot es in each category.A closer inspection of the data discontinueed that those that come outd music high as an activity tended to place sports low. A similar relationship held between highland games and theatre. This information could be valuable should the mission decide to read two events concurrently.Most people who evince a preference voted for the event to be held at the beginning of July either at the beach or Duthie Park.MonthCountTimeCountPlaceCountJune11Beginning of month13Beach11July16 windup of month1Duthie Park14August2No preference16Union Terrace3September1Castle Gate1Exhibition Centre1 cardinal percent of the respondents would ilk to see a Scottish theme (Haggis, black Angus Beef burgers, Whisky and tartan) at the festival. Almost a quarter had no preference.Two-thirds of the respondents claimed to be willing to conduct for this event and, of those, an overwhelming 80% deliver the goods 1 to 5 as reasonable with the rest willing to pay between 6 and 10.Since a fu ll two thirds of the respondents selected music as the theme they would prefer for future events a review of their preferences might reveal some additional information. The music lovers showed the same generally low level of cognizance and participation at the various events held in Aberdeen last year as the complete sample of thirty respondents. The first surprise is the mode of communication for the people who selected music.Communication modeMusic PeoplePercent who used thisFull SamplePercent who used thisTV50%50%Press75%22%Posters65%18%Text Message20%20%Internet60%60%e-mail30%30%Word of Mouth90%93%Leaflets20%13%The separate that choose music made use of most media the same as the full cohort with the notable exceptions that the music host made much more use of the printed media press, posters and leaflets. The planning committee may wish to take this into account when designing their advertising. Advertising in the printed media could place more emphasis on the music aspect a nd other forms of media rear a more general audience.The music group favoured the beginning of July as did the building block group with an even greater percentage favouring Duthie Park. They also would like to see a Scottish theme added to the festival although whether this is confined to food, tope and dress or includes the music was not indicated.Last years booklet heralded ten out of its sixteen venues as admission free. Two-thirds of the respondents expressed a willingness to pay for the event they chose as a potential theme for Tartan Day (ie. they expressed a willingness to pay for a music event). The committee will need to consider the question of fee from a philosophical view as well as a hardheaded one. Generally the profile of the group willing to pay aligns closely to the whole group of respondents with a few notable exceptions. The potential payers showed greater attending at both the 10K fun run and the highland games. They relied less on internet for communicati on and slightly more on e-mail. They showed a significantly greater reliance on TV for communication. None of the potential payers wished to see Tartan Day in August and they favoured Duthie Park very strongly.The data were reviewed by parsing other subgroups with no startling results. The age groupings and the groupings according to craft status showed no difference from the group as a whole. There were slight gender differences in the choice of media. Females tended to favour the press and posters.A number of questions emerge naturally from the above results. If music is to be a theme what kind of music would be best received? Could thither be two themes like music and sport? The survey did not indicate family status. If Tartan Day is to be a family event this group could be targeted in any follow-up surveys.The general level of awareness as indicated by the participants of the survey of Tartan Day in the past has been low and the attendance even lower.Based on the survey result s the committee should consider changing the date of Tartan Day to early in July. The majority favour a music theme with the venue at Duthie Park and they are willing to pay a small influence fee (below 5).Depending on the target group a variety of media should be used to communicate the events of the day.