Discussion Questions 1. Using at least two different quality tools, analyze the data and present your conclusions. 2. How could the survey have been more useful? 3. What is the next step?

Fast Creek Lightning: (C)* The popularity of the Fast Creek Lightning hockey team under its new coach, Scotty Beauchamp, has surged i each of the five years since his arrival in town. (See Fast Creek Lightning (A) in Chapter 3 and (B) in Chapte 4.) With an arena close to maxing out at 10 800 seats and a vocal coach pushing for a new facility, Fast Cree Lightning owner Keith MacLennan faced some difficult decisions. After a phenomenal upset victory over its archrival, the Walkerford Wolves, at the Holiday Classic in December, MacLennan was not as happy as one would think. Instead of ecstatic fans, all MacLennan heard were complaints. "The lines at the concession stands were too long"; "Parking was harder to find and farther away than in the old days"; "Seats were shabby"; "Traffic was backed up halfway to Saskatoon"; and on and on. "I just can't win," muttered MacLennan. At his staff meeting the following Monday, MacLennan turned to his VP of operations, Leslie Gardner. "I wish you would take on these complaints, Leslie," he said. "See what the real problems are-let me know how you've resolved them." Gardner wasn't surprised at the request. "I've already got a handle on it, Keith," she replied. "We've been randomly surveying 50 fans per game for the past five games to see what's on their minds. It's all part of the organization-wide TQM effort. Let me tally things up and I'll get back to you in a week." When she returned to her office, Gardner pulled out the file her assistant had compiled (see Table 6.60). "There's a lot of information here," she thought. Game Day Tickets Concessions A. Parking B. Traffic C. Seating D. Entertainment E. Printed Program Too crowded Seats too narrow Great food A. Pricing B. Season Ticket Plans A. Prices B. Selection of Foods C. Speed of Service 250 Respondents Open-Ended Comments on Survey Cards: Parking a mess Add a luxury box Double the parking attendants Everything is okay Scotty B. for prime minister I smelled drugs being smoked Stadium is ancient Seats are like rocks Not enough cops for traffic Game starts too late Hire more traffic cops Need new sound system Great! A 90 50 45 160 66 105 75 16 155 35 More hot dog stands Seats are all metal Need boxes Seats stink Go Lightning! Lines are awful Seats are uncomfortable I will pay more for better view Get a new arena I want cushioned seats Not enough police Fans too rowdy Parking terrible Toilets weren't clean Not enough handicap spots in lot Well done B 105 85 30 35 34 104 80 116 60 45 Overall Grade 45 48 115 26 98 16 54 58 24 46 Put in bigger seats Friendly ushers Need better seats Expand parking lots Hot dogs cold $3 for a coffee? No way! Get some boxes Love the new uniforms Took an hour to park Coach is terrific More water fountains Better seats Seats not comfy Bigger parking lot I'm too old for these seats Cold coffee served at game D SARRES=2=9 5 52 35 10 22 15 41 58 11 48 E 5 15 25 19 30 10 0 2 0 76 My company will buy a box-build it! Programs overpriced Want softer seats Beat those Wolves! I'll pay for a box Seats too small Music was terrific Love Beauchamp Everything is great Build new arena Move games to Saskatoon No complaints Dirty bathroom