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Case:Louisiana Purchase Gardens and Zoo

Questions 1. Are the study objectives and methodology appropriate for managements information needs given in the case? Discuss.

2. Evaluate the questionnaire in relation to the research objectives. Are the appropriate topics covered? Is the sequence of questions logical? Is the structure of the individual questions appropriate for the needed data?

3. Evaluate the sampling process and sample size. Is a sample of 100 adequate to rep-resent the population? Is the telephone book a good sampling frame? What problems could the sampling frame and sample cause in this situation?

Louisiana Purchase Gardens and Zoo's Director had just taken over management of the property after a successful turnaround of another zoo located in an adjacent state. One of the first things he noticed was a lack of any meaningful data from the target market served by the property. While fairly accurate attendance records were maintained from ticket sales, there was very little other data to use to develop a marketing plan to increase awareness and attendance. The Louisiana Purchase Gardens and Zoo opened to the public in 1923. It was remodeled in 1967 with a $2.5 million-dollar rebuilding phase, opening to the public once again in 1971. The property consists of 83 acres with another 80 acres available for future development. Louisiana Purchase Gardens and Zoo is subsidized each year by a $500,000 grant from the city park commission. The Director sought help from the local university to develop a research pro- ject to collect the data he felt he needed as input to the marketing plan he wanted to put together and present to the park commission board. The project was taken on by a group of students in a marketing research class as their semester project. Excerpts from their proposal along with a questionnaire are shown below. Detailed Study Objectives The market research study objectives were as follows: 1. Determine the features that consumers desire in a zoo. A. Size B. Location C. Cost D. Local Businesses E. Others II. Evaluate the importance of these features to consumers. III. Evaluate the community's perception of the zoo. A. Positive B. Negative C. Indifferent IV. Evaluate the community's knowledge of the zoo. A. Ability to locate the zoo B. Types of Exhibits C. Promotional Events V. Determine consumer awareness VI. Determine the present consumers' usage of the zoo. A. Within the last month B. One to six months ago C. Seven to twelve months ago D. Over one year ago E. Over two years ago F. Do not know VII. Develop and evaluate the profile of consumers according to: A. Consumer Classifications 1. Age 2. Marital Status 3. Children 4. Income 5. Education 6. Sex 7. Geographic Areas B. Relationship with zoo 1. Attended 2. Not Attended Methodology We propose collecting data from a random sample of 100 area residents using a telephone survey. The new telephone directory, which includes most of the list- ings for the parish, will be used as a sampling frame. A questionnaire will be devel- oped to help estimate awareness, usage pattems, and concems respondents have about the Louisiana Purchase Gardens and zoo. The frequency of responses to each question will be measured along with cross tabulations by demographics such as sex, age, marital status, and income. Tests of statistical significance will be used where appropriate. The respondents will be surveyed using a structured questionnaire designed to respond to the project's specific study objectives. The information gathered from the structured telephone survey will be edited, tabulated and processed by comput- er to provide a comprehensive set of tables and cross tabulations. These tables in- clude percentages, mean scores, and cross tabulations that are required to answer the research questions. PROPOSED QUESTIONNAIRE Telephone number: Interviewer: Person interviewed: Date of interviews Louisiana Purchase Gardens and Zoo "Hi, my name is and Pm a student at the University. As part of a class project we are conducting a marketing research project among local resident. Am I speak- ing with the man/lady of the household? Would you mind taking a few moments to answer a few questions? Your answers will remain confidential and will be combined with the an- swers of other respondents. We are not trying to sell anything, and it will only take a few minutes." 1. How long have you resided in this parish less than a year 11-15 years 1-5 years 16-20 years 6-10 years more than 20 years 2. Have you ever heard of the Louisiana Purchase Gardens and Zoo? (if 'no', skip to #8) no - yes 3. I'yes', how did you hear about it? saw sign word of mouth newspaper ad don't know television ad other radio If 'no', do you know where it is located? (yes) or (no) 4. Have you ever visited the Louisiana Purchase Gardens and Zoo (if 'no', skip to 57) yes (if yes', answer 12a)__no (if 'no', answer sab) 5. If yes', when was the last time you went? within the last month over one year ago 1-6 months ago over 2 years ago 7-12 months ago don't know 6. Have you ever attended: (check all that apply) Zoobilation? Boo at the Zoo! 7. While at the zoo, did you feel safe? no yes If 'no', why? 8. Did you notice security on the grounds of the zoo at all times? no yes 8. While on vacation, have you ever been to: (check all that apply) the Jackson Zoo? the Audubon Zoo in New Orleans? the Alexandria Zoo other 9. If 'yes' to any of the above, when was the last time you went? within the last monthover one year ago 1-6 months ago over 2 years ago (7-12 months ago don't know 10. Have you ever been to: (check all that apply) the Biedenharn Museum & Gardens the Northeast Louisiana Children's Museum the Masur Museum of Art? Kiroli Park & Gardens? Antique Alley the Aviation Historical Museum of Louisiana Inc.? 11. if the Louisiana Purchase Cardens and zoo formed partnerships' with other organizations in order to offer discounts, would you be more likely to attend? _yes_no 12. If the company you worked for sponsored a 'family day' at the zoo, would you be likely to attend? yes no not applicable 12. Specifically, what would attract you to the Louisiana Purchase Gardens and zoo on a more frequent basis? 12a) (if 'yes' to #3) Please rate the following items pertaining to the Louisiana Purchase Car- dens and Zoo on how important each of them is to you personally on a scale of 1 to 5 with 1 being the least important and 5 being the most important: least important most important admission price 1 2 3 4 5 mm number of animals 1 2 3 4 5 condition of the animals 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 zoo personnel quality of the facilities rides food/snack bar gift shop 1 2 3 4 5 1 3 4 5 1 3 4 location 2 3 4 5 hours of operation 2 3 4 5 12b) (if 'no' to #3) Please rate the following items pertaining to any zoo on how important each of them is to you personally on a scale of 1 to 5 with 1 being the least important and 5 being the most important: Jeast important most important 1 2 3 4 5 admission price number of animals 1 2 3 4 5 condition of the animals 1 ri 3 4 5 zoo personnel 1 2 3 4 5 1 2 3 4 5 quality of the facilities rides 1 2 3 4 5 1 2 3 4 5 food/snack bar gift shop 1 2 3 4 5 location 1 2 3 4 5 hours of operation 1 2 3 4 13. Are you: male female 14. Are you: single divorced/widowed with no children single divorced/widowed with no children at home single divorced/widowed with children at home married with no children married with no children at home married with children at home if 'yes' to children: how many what are their ages 15. Which age category do you fit into: 18-25 years old 45-54 years old 26-34 years old 55-64 years old 35-44 years old 65 and older over $100,000 16. What category best describes your family's total income: less than $10,000 $40,001-$60,000 $10,001-$20,000 $60,001-$80,000 $20,001-$40,000 $80,001-$100,000 17. What is the highest level of education you have completed: did not complete high school college graduate high school graduate college grad w/some graduate work high school with some college graduate degree holder 18. What is your race: Caucasian _ African-American_Hispanic Asian other 19. What is your occupation: _homemaker_student_laborer _skilled worker_professional _retired other