Food And Drink At Cineplex Odeon Analysis

Moviegoers’ Perceptions of Food & Drink at Cineplex Odeon As the start time for the Friday night film nears, friends, families, and partners all begin to filter into the dimly lit theatre. Nearly all are carrying, almost without exception, a bag of popcorn. But what accompanies an individual’s popcorn varies, including Coca-Cola, Twizzlers, or even donuts. This research project seeks to uncover these latent combinations by eliciting moviegoers’ perceptions surrounding food and drink at Cineplex Odeon. I follow the theory and methodological approaches of cognitive anthropology to explore what salient food and drink items respondents associate with movie theatres. I then study how these respondents group salient items into what they perceive
I then analyze the salience of items in free lists provided by all respondents within a domain. Salience analysis accounts for an item’s frequency of mention and its weighted list position across free lists (Quinlan, 2005, p. 226). An individual item's S-Score is its inverse rank in the free list divided by the total number of free list items (p. 226). For example, Appendix A is a sample free list which illustrates how to calculate an item’s S-Score. Then, averaging the resulting salience scores across all free lists in the domain yields in the composite salience score of an item (p. 226-227). For food and drink items at Cineplex Odeon, the highest composite S score was 0.9404 for Popcorn and the lowest was 0.00071 for Hot Dog, Chili Cheese. Appendix B is a list of the most salient and least salient food and drink items generated by
This table shows pertinent combinations among respondents and suggests latent food and drink combinations Cineplex Odeon should explore. The most frequent combination is Coca-Cola and Popcorn, grouped 29 times by respondents. The second is Dasani Bottled Water and Popcorn at 20 times. The third is a tie between Nestea Iced Tea and Popcorn and Chocolate M&Ms and Popcorn both cited 10 times. Following prominent combinations include: Hot Dogs and Popcorn, 9 times; Fuzzy Peaches and Popcorn, 9 times; Root Beer and Popcorn, 9 times; Sprite/7-Up and Popcorn, 8