Qualitative Research: Clubzone. Com And Discovervancouver
1.0 - Background and Purpose of Research
BACKGROUND
Since its opening the Mirage Nightclub has gone through many changes, each time to be able to adapt to its ever changing environment. At this point in time they are considering the opportunity of opening the club on Wednesday nights to increase revenue and their customer base.
The Mirage opened in 1998 by Ferguson with the hopes of providing a high end club night within Surrey, which at that time was nonexistent. They were able to capture the attention of those within the age bracket of 25 and above, and had drink prices that were comparable to those in Vancouver; in other words, they were not cheap. They had strong business mainly on Thursday, Friday and Saturday night and had …show more content…
For qualitative we used online surveys and we also distributed surveys in the areas of Surrey, Coquitlam, and Langley. For qualitative research we conducted 3 online discussion groups and 2 focus group sessions. In terms of the discussion forums, these were posted on the Internet where our target market would likely visit such Clubvibes.com, Clubzone.com and Discovervancouver.com. We decided to post the discussions on these websites because they are avid club goers and have valuable opinions regarding night clubs versus those that would not go as …show more content…
They were concerned strongly with the clientele, the music or theme night, drink specials to be offered and most importantly, what they had to do the next day. Those surveyed were typically working or students and thus would affect their choice of going out on a weekday night.
20) How many minutes are you willing to travel to get to a night club?
This question provides information that will show how far people are willing to travel to go to a nightclub. Although the target market is currently Surrey and the surrounding cities, it will enable us to find out if the Mirage should be expanding their target market further within the Greater Vancouver area. A majority of people do not mind traveling between 30 and 50 minutes to get to a nightclub of their choice. The results had a mean of 28.5 minutes, and a median of 30.0 minutes. By taking the common response of 30 minutes, the Mirage should take into consideration the calculated areas that fit within the preferred travel time. Survey Demographics
21) Gender 22) How old are
BACKGROUND
Since its opening the Mirage Nightclub has gone through many changes, each time to be able to adapt to its ever changing environment. At this point in time they are considering the opportunity of opening the club on Wednesday nights to increase revenue and their customer base.
The Mirage opened in 1998 by Ferguson with the hopes of providing a high end club night within Surrey, which at that time was nonexistent. They were able to capture the attention of those within the age bracket of 25 and above, and had drink prices that were comparable to those in Vancouver; in other words, they were not cheap. They had strong business mainly on Thursday, Friday and Saturday night and had …show more content…
For qualitative we used online surveys and we also distributed surveys in the areas of Surrey, Coquitlam, and Langley. For qualitative research we conducted 3 online discussion groups and 2 focus group sessions. In terms of the discussion forums, these were posted on the Internet where our target market would likely visit such Clubvibes.com, Clubzone.com and Discovervancouver.com. We decided to post the discussions on these websites because they are avid club goers and have valuable opinions regarding night clubs versus those that would not go as …show more content…
They were concerned strongly with the clientele, the music or theme night, drink specials to be offered and most importantly, what they had to do the next day. Those surveyed were typically working or students and thus would affect their choice of going out on a weekday night.
20) How many minutes are you willing to travel to get to a night club?
This question provides information that will show how far people are willing to travel to go to a nightclub. Although the target market is currently Surrey and the surrounding cities, it will enable us to find out if the Mirage should be expanding their target market further within the Greater Vancouver area. A majority of people do not mind traveling between 30 and 50 minutes to get to a nightclub of their choice. The results had a mean of 28.5 minutes, and a median of 30.0 minutes. By taking the common response of 30 minutes, the Mirage should take into consideration the calculated areas that fit within the preferred travel time. Survey Demographics
21) Gender 22) How old are