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IF YOU WERE HOSTING FOR A EVENT FOR YOUR PARTNER OR FOR A LOVED ONE,

WHICH HALL WOULD YOU PICK?

Project TeamJasleen KaurJemal Rahyab

Brandon Rodriguez Romina Scaturro

Math 110Final Report – December

2011Survey and Analysis for

Banquet Halls

SURVEY OVERVIEW(1 of 2)

An Addressable Minds Survey is a survey of key ideas for Banquet halls

Survey conducted on November 6, 2011 :◦ Population Ages 18 and over of Males/Females across the

US

The team created key marketing and advertising messaging with the intent to entice the survey taker to host or attend an event at a Banquet Hall

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SURVEY OVERVIEW(2 of 2)

57 Individuals responded

Assess two major aspects of messages◦ Does it convince customer to go to a banquet hall?◦ How does it make the customer feel?

Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’

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The Survey begins with an orientation screen

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Each respondent evaluates 48 unique combinations of elementsFirst on overall interest

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Then selects a single emotion

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What convinces?

What drives feelings?

RESULTS

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Total Panel – Seg 1=Adult party goers. Seg 2= people who are cost conscious.

asuchec@schools.nyc.com

1) How likely are you to choose a banquet hall for your next event?

<-- Not likely at all                       Very likely - ->1        2         3        4        5        6        7        8        9

Sorted by Total Sample : Highlighted >+9 winners & <-9 losers

Sorted by

Total Sample

Seg1 of 2

Seg2 of 2

Base Size 57 33 24Constant 6 13 -4

Open Bar included at no extra cost 16 7 28Professional photographers upon request 14 11 18Want to have a fun night out with your friends... Host a theme party at our fascinating hall 12 14 8

All rooms are customizable to fit your party size 11 1 27Want an unforgettable prom night... Host it here and it will be a night you will never forget 11 17 3

All the information is on our website…only a click away 11 18 1Need a last minute party? We are fast, fun and friendly 11 13 8Easy to find parking near the hall 9 13 4Have an unforseen circumstance? We provide refunds 1 -2 6All fees and taxes included in final price 1 -4 7

Easily accessible by public transportation..for convience of your guests 1 -4 8

Only $120 every additional hour 1 -7 11Grab a partner and be ready to bust a move on our fantastic varnished dance floor 0 0 1

Lost your valuables? We keep them safe in our safe -2 -6 3Available for you at any hour of any day -3 2 -10Only $150 per person for closed event -9 -16 1

2 SEGS

There are two unique segments Different Parties – Different Approach

Messaging for one isn’t necessary going toappeal to the other…and could actually hurt

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Party Goers58%

Cost Conscious People42%

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Party Goers-Want all the information on the website-Want to have a fun nights out with friends-Want to host theme parties-Having the night of their lives

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Cost Conscious People

-Open Bar at no extra cost-Most affordable rates per hour-Professional photographers upon request at no extra cost-keeping more in their wallets

The “Segmentation Wizard” is a 30 second shortcut survey that is extracted from the 15 minute survey and identifies

the segment membership of that individual

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DEVELOP SURVEY QUESTIONS

Potential Banquet Hall Attendees

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

No more paper mail – we will send you copies of statements by secure e -mail

Securely manage your account by PDA, Internet of automated telep hone

Our banks customer services reps will help browse & use our on -line services

Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it

No more paper mail – we will send you copies of statements by secure e -mail

Securely manage your account by PDA, Internet of automated telep hone

Our banks customer services reps will help browse & use our on -line services

Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it

SEGMENTATION WIZARD

10 – 15 minutes

Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey

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The Banquet Hall Segmentation Wizard– Online example

The Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership

http://mjiweb.com/mjitt/QC_Fall2011_Banquet/index.htm

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The Banquet Hall Segmentation Wizard– Online example

INSERT SEVERAL PAGES OF SCREEN SHOTS

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We have learned the following from this survey:

-Most people who wish to go to a banquet hall are expecting some type of party-Everyone wants to have free included options at no extra cost-Most women wish to plan an event at a banquet hall-Price is the #1 factor when it comes to deciding a banquet hall-Most customers research between 1-5 banquet halls before deciding one

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What we recommend to Banquet Hall owners

- Include some free services, people are spending a lot of money on the halls-People want to have memorable nights at affordable rates per hour-People want it to be easily located-Want the interior to bedazzle them-Want friendly service and want people to be there for them when they need it-DON’T WANT HIDDEN FEES

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