Discussion Questions I. 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?

The popularity of Southwestern University's football program under its new coach Phil Flamm surged in each of the 5 years since his arrival at the Stephenville, Texas, college. (See Southwestern University: (A) in Chapter 3 and (B) in Chapter 4.) With a foot- ball stadium close to maxing out at 54,000 seats and a vocal coach pushing for a new stadium, SWU president Joel Wisner faced some difficult decisions. After a phenomenal upset victory over its archrival, the University of Texas, at the homecoming game in the fall, Dr. Wisner was not as happy as one would think. Instead of ecstatic alumni, students, and faculty, all Wisner 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" (that is, before the team won regularly); Seats weren't comfortable"; "Traffic was backed up halfway to Dallas"; and on and on. "A college president just can't win," muttered Wisner to himself. At his staff meeting the following Monday, Wisner turned to his VP of administration, Leslie Gardner. "I wish you would take care of these football complaints, Leslie," he said. "See what the real problems are and let me know how you've resolved them." Gardner wasn't surprised at the request. "I've already got a han- dle on it, Joel," she replied. "We've been randomly surveying 50 fans per game for the past year to see what's on their minds. It's all part of my campuswide 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 6.6). "There's a lot of infor- mation here," she thought. TABLE 6.6 Fan Satisfaction Survey Results (N = 250) OVERALL GRADE B D F 105 5 45 48 5 52 85 15 30 115 35 25 35 26 10 19 34 98 22 30 104 16 15 10 80 54 41 0 116 58 58 2 60 24 11 0 45 46 48 76 Game Day A. Parking 90 B. Traffic 50 C. Seating 45 D. Entertainment 160 E. Printed Program 66 Tickets A. Pricing 105 B. Season Ticket Plans 75 Concessions A. Prices 16 B. Selection of Foods 155 C. Speed of Service 35 Respondents Alumnus 113 Student 83 Faculty/Staff 16 None of the above 38 Open-Ended Comments on Survey Cards: Parking a mess More hot dog stands Add a skybox Seats are all metal Get better cheerleaders Need skyboxes Double the parking attendants Seats stink Everything is okay Go SWU! Too crowded Lines are awful Seats too narrow Seats are uncomfortable Great food I will pay more for better view Phil F. for President! Get a new stadium I smelled drugs being smoked Student dress code needed Stadium is ancient I want cushioned seats Seats are like rocks Not enough police Not enough cops for traffic Students too rowdy Game starts too late Parking terrible Hire more traffic cops Toilets weren't clean Need new band Not enough handicap spots in lot Great! Well done, swu Put in bigger seats Friendly ushers Need better seats Expand parking lots Hate the bleacher seats Hot dogs cold $3 for a coffee? No way! Get some skyboxes 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 bench seats Cold coffee served at game My company will buy a skybox- build it! Programs overpriced Want softer seats Beat those Longhorns! I'll pay for a skybox Seats too small Band was terrific Love Phil Flamm Everything is great Build new stadium Move games to Dallas No complaints Dirty bathroom