Marketing Research Presentation

Marketing 4100 Research ProjectGroup 3

Christy KayJamie Smith

Jelane WaddyJessica Wetmore

TopicSmoking Habits of

Kennesaw State UniversityStudents

Table of Contents

• Introduction • Topic• Purpose of Study• Rules and Regulations• Questionnaire Overview • Questionnaire Design (I-VI)• Charts • Relationships Discovered• Conclusion and

Recommendations

PurposeDo the Kennesaw State

University smoking regulations affect

smoker’s habits and behaviors?

Rules and Regulations

Student Code of Conduct: Kennesaw State University

III. Disruption of Campus Life:

L. Kennesaw State University Is a Smoke-Free Environment. Smoking is prohibited on the KSU campus except in areas specifically designated for smoking.

R. Residential Code of Conduct:

5. SmokingSmoking and the use of tobacco products is prohibited inside all residential facilities. A resident may smoke on a private balcony (only available at University Place) if agreed upon by all residents of the apartment. Smoking is prohibited on all common area balconies and stairwells. Students may only smoke outside in designated smoking areas around the residential communities.

http://www.kennesaw.edu/scai/code_of_conduct.shtml

Questionnaire• We distributed 120 questionnaires: - Social science building, cafeteria, designated

smoking areas, non-smoking areas

• 20 were unusable

• We surveyed 22 non-smokers and 78 smokers

• Each survey was studied, then coded in the SPSS software for future analysis

Questionnaire IntroductionSurvey Introduction:

The purpose of this survey is to determine if the Kennesaw State University smoking regulations affect smoker’s

habits and behaviors. Your responses will be anonymous, so please answer all items honestly. Please

complete and hand in this survey to the administrator when completed. Real all instructions thoroughly before

answering each question.

Questionnaire Design

Please circle the response that best describes your smoking or non-smoking habits.

• Do you currently smoke one or more cigarettes a day? (If you answered “NO”, please skip to question 14)

Yes No

• Do/did your parents smoke? Yes No

• Do the majority of your friends smoke? Yes No

Questionnaire Design II

For the following questions please rate your response on a scale of 1-5.

1=Strongly Agree

2=Agree

3=Neutral

4=Disagree

5=Strongly Disagree

Questionnaire Design IIIStress affects the amount of cigarettes I smoke.

1 2 3 4 5

I smoke when I am hungry.

1 2 3 4 5

Drinking affects the amount of cigarettes I smoke.

1 2 3 4 5

I smoke more cigarettes in social situations.

1 2 3 4 5

I smoke more when I am bored.

1 2 3 4 5

The price of cigarettes affects what brand I purchase.

1 2 3 4 5

Questionnaire Design IV

• What is your cigarette brand(s) of choice? (Please circle all that apply)

Marlboro Camel Newport Winstons Parliament Kool Other_________

• Approximately how many packs of cigarettes do you currently smoke in one day?

½ Pack 1 Pack 1 ½ Packs 2 Packs 2 ½ Packs 3 Packs 3 ½ Packs 4 or more

• How much money do you typically spend per week on cigarettes? (Please Circle)

$4 or less $5-$10 $11-20 $21-$25 $26-$30 $31-$35 $36 or more

• Indicate the age in which you began to regularly smoke. (Please Circle)

18-21 22-25 26-29 30 or older Other_______

Questionnaire Design V

• Are you aware of Kennesaw’s smoking rules are regulations? Yes No Not Applicable

• Do you abide by these rules and regulations? Yes No Not Applicable

• Are you aware of the designated smoking areas on campus? Yes No Not Applicable

• Do you smoke in these designated areas? Yes No Not Applicable

• Does the weather affect whether or not you follow Kennesaw State’s smoking rules and regulations?

Yes No Sometimes Not Applicable

• How do you feel about Kennesaw State’s smoking rules and regulations?

(Please indicate on the scale below—if Not Applicable; please do not mark on the scale)

______________________Neutral_________________________

Questionnaire Design VI

• What is your current status at Kennesaw State University? (Please Circle)

Freshman Sophomore Junior Senior Graduate

• What is your current age? (Please Circle)

18-21 22-25 26-29 30 or older Other_____

• Gender: Male Female

Thank you for taking the time to complete our survey!

Demographics: Gender

Demographics: Age

Demographics: Class Status

Number of Students Who Smoke

Number of Smokers That Have Parent(s)

Smoke

Do the Majority of Smoker’s Friends

Smoke?

Stress affects the amount of cigarettes I

smoke.

Strongly Agree

Agree Neutral Disagree Strongly Disagree

0

5

10

15

20

25

30

35

30

24

3

8

13

I smoke when I am hungry.

Strongly Agree

Agree Neutral Disagree Strongly Disagree

0

5

10

15

20

25

11

23

19

15

10

Drinking affects the amount of cigarettes I

smoke.

I smoke more cigarettes in social

situations.

Strongly Agree

Agree Neutral Disagree Strongly Disagree

0

5

10

15

20

25

30

25 24

10

7

12

I smoke more when I am bored.

The price of cigarettes affects what brand I

purchase.

Brand Choice of Cigarettes

Amount of Cigarettes Students Smoke Per Day

1/2 Pack 1 Pack 1.5 Packs

2 Packs 2.5 Packs

3 Packs 3.5 Packs

4 or More Packs

0

10

20

30

40

50

60

49

18

3 41 1 1 1

How Much Money Do Students Spend (Per Week) on Cigarettes?

Age Students Began Smoking

Number of Students Aware of Kennesaw State’s Smoking

Rules and Regulations

Do Students Abide by Kennesaw’s Smoking Rules

and Regulations?

Are Students Aware of the Designated Smoking Areas on

Campus?

Do Students Smoke in Designated

Areas?

Does Weather Affect Following Kennesaw’s Smoking Rules and

Regulations?

Is there a relationship between students that smoke and their

awareness of the rules and regulations?

Ho: There is no relationship between students that smoke and their awareness of the rules and regulations.

One-Way ANOVA

Significance Level = .000

REJECT NULL

Is there a relationship between students that smoke and if they abide

by the rules?

Ho: There is no relationship between students that smoke and if they abide by the rules.

One-Way ANOVA

Significance Level = .000

REJECT NULL

Is There a Relationship Between Students Who Smoke

and their Age?

Ho: There is no relationship between students who smoke and their age.

One-Way ANOVA

Significance Level = .591

ACCEPT NULL

Is There a Relationship Between Students Who Smoke

and Their Class Status?

Ho: There is no relationship between students who smoke and their class status.

One-Way ANOVA

Significance Level = .469

ACCEPT NULL

Is there a relationship between class status and awareness of the rules?

Ho: There is no relationship between class status and awareness of the rules.

Correlation Analysis

Significance Value = .454

ACCEPT NULL

Is there a relationship between student’s awareness of the rules and if they smoke in the designated areas?

Ho: There is no relationship between a student’s awareness of the rules and if they smoke in the designated areas.

Correlation Analysis

Significance Value = .000

REJECT NULL

Is there a relationship between students abiding by the rules and the weather?

Ho: There is no relationship between students abiding by the rules and the weather.

Correlation Analysis

Significance Value = .332

ACCEPT NULL

Is there a relationship between students awareness of the designated areas and if

they smoke in these areas?

Ho: There is no relationship between students being aware of the designated areas and if they smoke in these areas.

Correlation Analysis

Significance Value = .000

REJECT NULL

Conclusions and Recommendations

• Majority of smokers are upperclassman

• Many smokers had a parent/parents that smoke or use to smoke

• Stress affects how much student’s smoke

• Student’s smoke more in social situations

• Many student’s smoke only ½ pack to 1 pack of cigarettes in one day

• Students who smoke began smoking around ages 18-21, sometimes 13!

• 79% of students are aware of Kennesaw’s Rules and Regulations

• Students are aware of Kennesaw’s Smoking Areas

• Weather does not really affect smoking habits

Conclusions and Recommendations

• Of the 79% of students who are aware of the designated smoking areas, only a few actually abide the rules and smoke in the areas. Our team recommends that the smoking rules and regulations be enforced on a frequent basis. This will ensure more students will become aware of the smoking rules, and will in turn follow these rules.

• Many students at Kennesaw start out as freshman non-smokers. The gradual increase in class status causes more students to engage in smoking. As a result, we also recommend that during the KSU 1101 freshman experience course, that students are prepared for the stress that may ensue, and should not take to smoking as a result of stress. There should be proper information distributed on the health risks of smoking in this course.

• Correct Signs: There are many signs around campus promoting Kennesaw as a Non-Smoking Campus, then a sign that states “Designated Smoking Area.” These signs contradict one another and should be corrected. Confusion only causes students to ignore the signs altogether.

Thank You!Any Questions?