Assume you are planning to open an ice cream shop on campus. There are currently no ice cream shops within three miles of your campus. You are deciding between leasing space in the student center or opening a stand-alone shop on the outskirts of campus. You recently surveyed just over 400 students to identify their preferences. The following table contains the results. 12 3 Survey Tablend Using the table data: 1. Develop an Executive Summary 2. List your key findings. (Based in survey results) 3. List your key conclusions (Based on key findings). 4. Make your recommendations for the business. (Based on key conclusions) Use Figure 13.7 of the text as a guide Male Total % # % Gender Female % How often do you go to an ice cream parlor in a given month? O times 26 14% 40 1 time 73 112 2 to 4 times 83 43% 57 S or more times 9 5% 4 38% 19% 53% 27% 2% 66 185 140 13 16% 46% 35% 3% Would you prefer a drive-through versus sit-down? Drive-through 51 27% Sit-down 140 73% 95 118 45% 55% 146 258 36% 64% Which do you prefer? Ice cream Frozen yogurt Sherbet 77 102 12 40% 53% 6% 170 43 0 80% 20% 0% 247 145 12 61% 36% 3% How do you like your ice cream prepared? Sundae 57 30% Cone 47 25% Cup 64 34% Milkshake 23 12% 38 40 67 68 18% 19% 31% 32% 95 87 131 91 2496 22% 32% 23% What's your favorite condiment? Candy 35 Cookies 31 Flavored syrup 57 Nuts 45 Fruit 23 18% 16% 30% 24% 12% 93 49 52 19 44% 23% 24% 9% 0% 128 80 109 64 23 32% 20% 27% 16% 6% - Have you bought store novelties in the post (ie, shirts, hats, etc.)? Yes 111 58% 178 No 80 42% 35 289 84% 16% 72% 28% 115 How many scoops do you typically prefer? 1 112 5996 42 20% 154 38% Have you bought store novelties in the past (i.e., shirts, hats, etc.)? Yes 111 58% 178 80 42% 35 No 84% 16% 289 115 72% 28% How many scoops do you typically prefer? 112 59% 71 37% 3 4% 1 2 42 140 31 20% 66% 15% 154 211 39 38% 52% 10% 8 How much are you willing to pay for a one-scoop ice cream cone? $1.00-$1.50 67 35% 45 $1.51-$2.00 105 55% 64 $2.01-$2.50 13 7% 62 $2.51 or more 6 3% 42 21% 30% 29% 112 169 75 48 28% 42% 19% 12% 20% How much are you willing to pay for a two-scoop ice cream cone? $1.51-$2.25 73 38% 43 $226-$3.00 76 40% 40 $3.01-$3.50 31 16% 84 $3.51 or more 11 6% 46 20% 19% 39% 22% 116 116 115 57 29% 29% 28% 14% Would you prefer an all-you can eat ice cream shop? Yes 25 13% No 166 87% 158 55 74% 26% 183 221 45% 55% Recommendations emerge directly from the survey findings and conclusions Recommendations 1 Examine ways to raise sottoction among women and higher income conference attendees Women and For example, each year the Prestigious meetings for the higher income guests we particularly important to the Northern Her Association with over percent male Prestigio's brand and financial success. Most meeting membership, and former Heroe.com most of female nurses planners the Prestigio works with are women and by reflect the perspectives of female guests more than our 3. Continue customer service oves to prove affond male guests. Furthermore, since the Prestigio brand stands service rotings. The receive to move for providing high-end conference services, the fact that persona que service opear to have been suco higher income Guests are less satisfied is concerning. To Genthe emphasis on os service foundation for better understand how to raise guest satisfaction among provement the Prestigio should man high women and higher income conference attendees, the to guest provide incentives for storage Service, and continue intensive to other tong Prestigio should take the following actions and using program for new gendaris Set up focus groups with women and higher income 4 Removing services to impro conhecemos guests to gain a more in-depth understanding of the Free years ago Prestigio guests were overwhen concerns and suggestions for improvement ed we conference in fact, mary guests receded business or the informally to women and higher income guests To cut costs, Prestigio charged during conferences and catalog these guests carines were peste yours and the rest feedback inson owned database beter were satisfaction with me. To orgation for high end concepere 2. Adopt the marketing of meergio me group composition the Prestigiould identity ways to retum to 2013 of prospects with a much better understanding of how the gustation for conference gender and income level of our guess impact which mes and services they use, marketing materials can be developed to appeal more strongly to certain groups These recommendations serve as a good way to pelosetts to improve quest satisfaction FGURE 137 Business Report with Primary Research in Slide Deck Format