fpu snowboard club by morgan ciunel, craig jasinski, nicole leary, jonathan sartorelli, jeff...

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


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 (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


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


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


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


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

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


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


Chart4

46

114

Are you interested in intercollegiate competitions

Sheet1

Yes46

No114

Sheet1

0

0

Are you interested in intercollegiate competitions

Sheet2

Sheet3


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


96%

Sheet2

Sheet3

MBD015BEA17.xls

Chart6

2

1

1

1

155


96%

Sheet1

University of Vermont2

Bryant1

Southern New Hampshire University1

Univeristy of New Hampshire1

No Idea155

Sheet1

0

0

0

0

0


96%

Sheet2

Sheet3


Chart7

80

80

Please indicate your gender?

Sheet1

Male80

Female80

Sheet1

0

0

Please indicate your gender?

Sheet2

Sheet3


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


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

Questions ???Or Comments

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