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FPU Snowboard Club
ByMorgan Ciunel, Craig Jasinski, Nicole Leary, Jonathan Sartorelli, Jeff Sartorelli, and Justin Friedland
Franklin Pierce UniversityDecember 7, 2007
Marketing ResearchDr. J. Little
Marketing Research Study
IntroductionPurpose of the Project The purpose of this research is to determine if a Snowboard Club at Franklin Pierce University (FPU) is in demand. Many FPU students participate in extracurricular activities, have an interest in snowboarding, and would support a Snowboard Club on campus.
Problem Statement Research is necessary to determine if there is a demand for a snowboard club at FPU. The results will guide the development of the snowboard club.
Research ObjectivesDetermine the number of students and demographic profile of students interested in a snowboard club.
Determine if and how other higher-level education institutions facilitate a snowboard club.
Determine what level of interest students have towards resort package deals, discount prices and other associated costs.
Determine specific demands and expectations for a snowboard club.
Literature ReviewAmong the 18-24 year old age group, snowboarding is one of the biggest sports poised for the most significant growth.
There are 6.3 million (18-24 year olds) snowboarders annually. Approximately 66% males and 34% females.
There are two major college ski leagues that sponsor competition programs and college teams. The Intercollegiate Ski Association (ISA) {equivalent of the NCAA Division I in other sports} The United States Collegiate Snowboarding Association (USCSA) is a sports federation for collegiate ski racing and snowboarding teams.
Methodology & ProceduresProblem Identification The marketing research group determined there is a demand for a snowboard club within the FPU community. The winter months occupy a significant portion of the academic year so the team was convinced that a snowboard club would motivate students to become involved in winter sports.
Development of surveyIdentified the purpose and objectives of the researchIdentified methodology and procedureGenerated survey to guide data collection Dr. Little and the marketing class reviewed the survey.Survey was completed on Nov. 5, 2007 and distributed until Nov. 30, 2007.
Methodology & ProceduresDefinition of population The sample population is representative of the approximate 1,700 students of FPU at the Rindge, NH campus.
Sample size The research team distributed the questionnaire to 160 students: 40 students; 20 females and 20 males, from each class; freshman, sophomore, junior, and senior.
Methodology & ProceduresAssumptionsStudents answered the survey questions correctly and honestly.Students answered all questions completely.Students had sufficient knowledge of the subject matter and understood the vocabulary of the survey.
LimitationsSmall sample size. 160 out of approximately 1,700 FPU students from the Rindge NH campus. Limited time period.
Survey Questions1) Have you ever been snowboarding? YES / NO
If you answered NO to Question 1, answer the following question:2) Would you like to learn how to snowboard? YES / NO
If you answered YES to Question 1, answer the following question:3) How many times have you gone snowboarding in the past season? Choose one. (0 times), (1-5 ), (6-10), (11-15), (16-20) or (21+ times)
4) Would you be interested in participating in a snowboard club at FPU? YES / NO
5) Which do you prefer to purchase? Choose one.(Season pass), (Day Pass) or (Not Interested)
Survey Questions cont.6) Which mountain would you prefer to snowboard at? Check One.
7) If you snowboard, what is your snowboard skill level?(Never Been), (Novice), (Intermediate) or (Expert)
8) Choose your favorite style of snowboarding? (Free riding), (Terrain Park), (Back country,) (Slalom), (Other) or (I dont snowboard)
Attitash
Sugarbush
Cannon
Jay Peak Mnt.
Crotchet Mnt.
Killington
Gunstock Mnt.
Mad River Glynn
Loon Mnt.
Magic
Mount Sunapee
Mount Snow
Pats Peak
Okemo
Ragged Mnt.
Pico
Waterville Valley
Smugglers Notch
Ascutney Mnt.
Stowe
Botlon Valley Mnt.
Stratton
Bromley
Burke Mnt.
I have no interest
Survey Questions cont.9) How much are you willing to spend for a snowboard trip?($0), ($1- $50), ($51-$100), ($101- $150), ($151- $200) or ($200+)
10) Are you interested in intercollegiate competitions? YES / NO11) Are you aware of other college snowboard clubs or teams? If so, name that colleges.
12) Please indicate your gender. MALE / FEMALE
13) How old are you? 14) What is your class standing? (Freshman), (Sophomore), (Junior) or (Senior)
Results- Question #1
Chart1
98
62
Have you ever been snowboarding?
Sheet1
Yes98
No62
Sheet1
0
0
Have you ever been snowboarding?
Sheet2
Sheet3
Results- Question #2
Chart2
41
21
Would you like to learn how to snowboard?
Sheet1
Yes41
No21
Sheet1
0
0
Would you like to learn how to snowboard?
Sheet2
Sheet3
Results- Question #3
Results- Question #3 (Cont.)
Chart5
2327169317
0 Times
1-5 Times
6-10 Times
11-15 Times
16-20 Times
21+ Times
Number of Students
How many times have you gone snowboarding in the past season?
Sheet1
0 Times23
1-5 Times27
6-10 Times16
11-15 Times9
16-20 Times3
21+ Times17
Sheet1
0
0
0
0
0
0
Number of Students
Sheet2
000000
0 Times
1-5 Times
6-10 Times
11-15 Times
16-20 Times
21+ Times
Number of Students
Sheet3
Results- Question #4
Chart6
73
87
Would you be interested in participating in a snowboard club at FPU?
Sheet1
Yes73
No87
Sheet1
0
0
Would you be interested in participating in a snowboard club at FPU?
Sheet2
Sheet3
Results- Question #5
Chart7
55
50
55
Which do you prefer to purchase? Choose one.
Sheet1
Season Pass55
Day Pass50
Not Interested55
Sheet1
0
0
0
Which do you prefer to purchase? Choose one.
Sheet2
Sheet3
Results- Question #6
Results- Question #6 (Cont.)
Chart1
31781462263011551610129243148
Attitash
Cannon
Crotchet Mountain
Gunstock Mountain
Loon Mountain
Mount Sunapee
Pats Peak
Ragged Mountain
Waterville Valley
Ascutney Mountain
Bolton Valley Mountain
Bromley
Burke Mountain
Sugarbush
Jay Peak Mountain
Killington
Mad River Glynn
Magic
Mount Snow
Okemo
Pico
Smugglers Notch
Stowe
Stratton
I have no interest
Mountains
Number of Students
Which mountain would you prefer to snowboard at? Check one.
Sheet1
Attitash3
Cannon1
Crotchet Mountain7
Gunstock Mountain8
Loon Mountain14
Mount Sunapee6
Pats Peak2
Ragged Mountain2
Waterville Valley6
Ascutney Mountain3
Bolton Valley Mountain0
Bromley1
Burke Mountain1
Sugarbush5
Jay Peak Mountain5
Killington16
Mad River Glynn1
Magic0
Mount Snow12
Okemo9
Pico2
Smugglers Notch4
Stowe3
Stratton1
I have no interest48
Sheet1
Attitash
Cannon
Crotchet Mountain
Gunstock Mountain
Loon Mountain
Mount Sunapee
Pats Peak
Ragged Mountain
Waterville Valley
Ascutney Mountain
Bolton Valley Mountain
Bromley
Burke Mountain
Sugarbush
Jay Peak Mountain
Killington
Mad River Glynn
Magic
Mount Snow
Okemo
Pico
Smugglers Notch
Stowe
Stratton
I have no interest
Mountains
Number of Students
Which mountain would you prefer to snowboard at? Check one.
Sheet2
Sheet3
Results- Question #7
Chart1
56483818
Never Been
Novice
Intermediate
Expert
Number of students
If you snowboard, what is your snowboard skill level?
Sheet1
Never Been56
Novice48
Intermediate38
Expert18
Sheet1
0000
Never Been
Novice
Intermediate
Expert
Number of students
If you snowboard, what is your snowboard skill level?
Sheet2
Sheet3
Results- Question #8
Question #8 (Cont.)..
Chart2
5621113762
Freeriding
Terrain Park
Back Country
Slalom
Other
I dont snowboard
Number of students
Choose your favorite style of snowboarding?
Sheet1
Freeriding56
Terrain Park21
Back Country11
Slalom3
Other7
I dont snowboard62
Sheet1
000000
Freeriding
Terrain Park
Back Country
Slalom
Other
I dont snowboard
Number of students
Choose your favorite style of snowboarding?
Sheet2
Sheet3
Results- Question #9
Chart3
4542471259
$0
$1-$50
$51-$100
$101-$150
$151-$200
$200 or more
Amount of Money
Number of Students
How much are you willing to spend for a snowboard trip?
Sheet1
$045
$1-$5042
$51-$10047
$101-$15012
$151-$2005
$200 or more9
Sheet1
$0
$1-$50
$51-$100
$101-$150
$151-$200
$200 or more
Amount of Money
Number of Students
How much are you willing to spend for a snowboard trip?
Sheet2
Sheet3
Results- Question #10
Chart4
46
114
Are you interested in intercollegiate competitions
Sheet1
Yes46
No114
Sheet1
0
0
Are you interested in intercollegiate competitions
Sheet2
Sheet3
Results- Question #11
Chart1
2
1
1
1
155
Are you aware of any college snowboard clubs or teams? If so, please indicate.
Sheet1
University of Vermont21%160
Bryant11%
Southern New Hampshire University11%
University of New Hampshire11%
No15597%
Sheet1
Are you aware of any college snowboard clubs or teams? If so, please indicate.
Sheet2
Sheet3
MBD015E9B7C.xls
Chart6
2
1
1
1
155
Are you aware of other college snowboard clubs or teams? If so, name that/those college(s)?
96%
Sheet1
University of Vermont2
Bryant1
Southern New Hampshire University1
Univeristy of New Hampshire1
No Idea155
Sheet1
0
0
0
0
0
Are you aware of other college snowboard clubs or teams? If so, name that/those college(s)?
96%
Sheet2
Sheet3
MBD015BEA17.xls
Chart6
2
1
1
1
155
Are you aware of other college snowboard clubs or teams? If so, name that/those college(s)?
96%
Sheet1
University of Vermont2
Bryant1
Southern New Hampshire University1
Univeristy of New Hampshire1
No Idea155
Sheet1
0
0
0
0
0
Are you aware of other college snowboard clubs or teams? If so, name that/those college(s)?
96%
Sheet2
Sheet3
Results- Question #12
Chart7
80
80
Please indicate your gender?
Sheet1
Male80
Female80
Sheet1
0
0
Please indicate your gender?
Sheet2
Sheet3
Results- Question #13
Results- Question #13 (Cont.)
Chart8
235324038121
Age- 17
Age- 18
Age- 19
Age- 20
Age- 21
Age- 22
Age- 23
Number of Students
How old are you?
Sheet1
Age- 172
Age- 1835
Age- 1932
Age- 2040
Age- 2138
Age- 2212
Age- 231
Sheet1
Age- 17
Age- 18
Age- 19
Age- 20
Age- 21
Age- 22
Age- 23
Number of Students
How old are you?
Sheet2
Sheet3
Results- Question #14
Chart9
40
40
40
40
What is your class standing?
Sheet1
Freshman40
Sophomore40
Junior40
Seniors40
Sheet1
0
0
0
0
What is your class standing?
Sheet2
Sheet3
Cross-Tabulation #1
Cross-Tabulation #1 (Cont.)
Chart10
5345
2735
Male
Female
Number of Students
Please indicate your gender. Have you ever been snowboarding?
Sheet1
YesNo
Male5327
Female4535
Sheet1
00
00
Male
Female
Number of Students
Please indicate your gender. Have you ever been snowboarding?
Sheet2
Sheet3
Cross-Tabulation #2
Cross-Tabulation #2 Cont.
DiscussionAccording to our overall results a little less than half the students surveyed (45.6%) were interested in a snowboard club here on campus
ConclusionObjective 1: Determine the number of students and demographic profile of students interested in a snowboard club1. According to the results from question 1 on our survey asking have you ever been snowboarding: 61.2% yes and 38.8% no 2. According to the results from question 2 on our survey asking would you like to learn how to snowboard: 66.1% yes and 33.9% no 3. According to the results from question 4 would you be interested in participating in a snowboard club at FPU: 54.4 no and 45.6 yes
Conclusion contObjective 2: Determine if and how other higher-level education institutions facilitate a snowboard club.1. According to the results from question 3: 28.4% said they have been snowboarding 1-5 times in the past season and approx. 17.9% have been 21 times or more.2. According to the results from question 5: 35% said they were willing to purchase a season pass, 31% purchase a day pass, and 34 % were not interested.3. The results from question 6 of our survey showed that the top three preferred mountains to ride at were Killington, Loon, and Mount Snow.
Conclusion contObjective 3: Determine what level of interest students have towards resort package deals, discount prices and other associated costs.
-According to the survey results from question 9: 29.4% were willing to spend $51-$100 dollars got snowboard trip.
Conclusion cont.Objective 4: Determine specific demands and expectations for a snowboard club.1. Results from question 7 on the survey showed that 23.8 % said they were at an intermediate level of snowboarding and 11.3 percent said they were at an expert level.2. Results from question 10 on the survey showed that 28.8% of students said they would be interested in intercollegiate competitions and 71.3% said no.
RecommendationsWe recommend Franklin Pierce University to:Complete better advertising for the clubs on campus The intramural coordinator, Doug Carty, should help propose a snowboard club for Franklin Pierce University. Possibly join the ISA (Intercollegiate Ski Association) or the USCSA (United States Collegiate Snowboarding Association). Set up more ski/ride trips to resorts all over New England to get more kids involvedTeam up with local resorts such as Crotched Mountain in order to help create better awareness of snowboarding.
ReferencesColby-sawyer College. (2007). Retrieved Oct. 10, 2007 The Dartmouth Ski & Snowboard School. (2007) Retrieved Oct. 3, 2007 Eastern intercollegiate ski association (2007). Retrieved Oct. 5, 2007 Franklin Pierce University. Residential Life: Clubs and Organizations. Retrieved October 4, 2007 from Jones, T. (2007). Winter wonders: Snowboarding. Retrieved Nov. 10 2007, Prentice, K. (2005). Your client on the Slopes Snowboarding. Media Life Magazine, Retrieved Nov. 15, 2007Snowboarding Reaches Critical Mass at Slopes. (Feb. 1997). American Demographics Stuart, Brian. (2006, October) Franklin Pierce Becomes a University: Trustee Vote Makes Name Change Official, Begins Transition. Franklin Pierce University Press Releases. Retrieved October 3, 2007 from Terrain park: Loon Mountain. Retrieved Nov. 15, 2007, from University of New Hampshire. site visited October 1, 2007 U.S. Collegiate Ski & Snowboard Association. (2007) USCSA College Handbook. site visited October 10, 2007
Thank You
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