UGBA 10 Lecture Notes - Lecture 31: Survey Data Collection

• School: Berkeley
• Department: Business Administration Undergraduate Program
• Course: UGBA 10
• Professor: Banks Cristina

Document Summary

Outward bound: quicky, hard to define industry. Had to conduct their own research, no one had studied that industry: declining sign ups and increased competition, minimal, anecdotal understanding of customer wants and needs, and purchase decision. Just anecdotes, but no concrete structure of their market/audience offering. Screen participant demographics, attitudes, brand awareness, purchase behavior, decision-making authority, interest in a program like this. Internal customer database, commercial panel, social media, friends/family. Online survey of 1600 parents of 14-22 yr olds. Kids are target, but really the parents are paying for it. Parents tend to like the outdoors, want kids to have fun and build confidence. Parents loved the website looked cool looks amazing . For parents who are active/outdoorsy with teens interested in a week away from home. Local camps and other outdoor/wilderness experience providers. Have fun while developing self confidence and skills for a successful life. Diversification: develop and sell new products to new customers.