Homework

Introduction

The purpose of this report is to help familiarize yourself with Excel as a tool for

analyzing and presenting quantitative data. In this research report, our target population is

Waterfront BIA. Our sampling strategy is to survey the interviewees in the form of

questionnaires. The questionnaire contains the questions that the report wants to investigate

and the personal information of the interviewee. The sampling strategy is convenient and

snowballing. The sample box is the personal contact information of HTR 741 students. The

sample size is 389. The sampling rate is 0.99%. The margin of error is 5%. The purpose of

our research is to understand the travel information between Ryerson students and the

Toronto Islands. We have the following problems. First, have you heard of Toronto Islands

before taking this survey? Second, what do Toronto Islands make you think about? Third,

when was the last time you visited Toronto Islands? Fourth, how much do you like the

Toronto Islands? We surveyed a total of 393 Ryerson students. Almost all students are

current Ryerson students. The difference in the ratio of men to women is 33%, 32.7% for

men, 66.0% for women, and 1.3% for other students.

Results

Sample Compared with Target Population

The data shows good representation of most categories of study sample, reflecting

target population distribution in the survey. However, there was overrepresentation of Ted

Rogers (63.5%) and female (66.0%) participants, skewing participant representation in the

study.

Table 1: Sample compared with Target Population

Population Sample N % N % Arts 5,038 12.8% 32 10.3% Ted Rogers School of management 11,992 30.6% 198 63.5%

Communication and Design 5,915 15.1% 21 6.7% Community Service 7,051 18.0% 21 6.7% Engineering and Architectural Science 5,670 14.4% 23 7.4% Science 3,582 9.1% 17 5.4% International 3,036 7.7% 85 27.2% Domestic 36,212 92.3% 227 72.8% Female 21,403 54.5% 206 66.0% Male 17,404 44.3% 102 32.7% Other than these 4 1.3% Total UG 39,248 100.0% 312 100.0% Total Grad as % of Total 2,988 7.1% 2 0.6% Total 42,236 100.0% 314 100.0%

Awareness of Toronto Islands

…

Figure 1: Awareness of Toronto Islands

Target Market

Identifying a Target Market is useful because it guides tourism marketing to focus on specific population segment with potential of touring the Island, limiting marketing efforts to population with the highest potential. For this report Target Market has been operationalised as those who answered

No 14%

Yes 86%

the question showing interest in visiting the Island by answering 5 (strongly agree) on music festival and 4 and 5 on their likelihood to visit the highland in the next 12 months.

Use of Information Sources

Personal friends and family

Table 2: Information Sources for Free Time Activities

Source Others Target GrandTotal

Personal friends and family (in person, or private messaging et 4.4 4.5 4.4 [Instagram] 4.1 4.5 4.1 [Google Maps] 3.7 4.1 3.7 [Youtube] 3.6 3.9 3.6 [Tik Tok] 3.3 3.9 3.3 [BlogTO or similar] 3.3 3.4 3.3 [Student Groups/Clubs I belong to] 2.7 2.9 2.7 [Neighbourhood websites (e.g. Toronto Waterfront)] 2.6 2.7 2.6 [Official tourism website (e.g. Tourism Toronto)] 2.6 2.8 2.6 [Snapchat] 2.5 2.7 2.5 [TripAdvisor] 2.4 2.3 2.4 [Yelp!] 2.2 2.3 2.2 [Facebook] 2.2 2.3 2.2 [Twitter] 2.2 2.3 2.2 [WhatsApp] 2.2 2.3 2.2 [Visitor Centres and Local Information Services] 2.1 2.2 2.1 [Wechat] 1.9 1.7 1.9

Figure 2: Information Sources for Free Time Activities. Rate….

Compared with students from other colleges, students from the Ted Rogers School of

Management are slightly more likely to enter the target market, but there is no significant

difference.

Table4 Faculty of Study

Target Market P Value TRSM 27.8% 0.591 Other Faculties 25.0%