Marketing homework

Background 

We conducted a telephone survey of Florida households about their recreational experiences with the freshwater portion of the St. Johns River and its surrounding green space. Specifically, the telephone survey was conducted using a random sample generated from random-digit dialing (RDD) to the landlines of households living in Florida. The telephone survey was administered through the Florida Survey Research Center from September 20, 2014 to October 31, 2014, with 500 completed responses collected. [In this homework, I randomly selected 250 responses].

Questions

You are asked to analyze the survey data and answer the following questions. You should present summary statistics tables and/or charts to support your answers.

 Question 1. (1 pt) How many observations (i.e. households) in the sample visited the St. Johns River (SJR) in the past 12 months?

 Question 2. ( 4 pts) Compare those who visited the SJR and those who did not. Do those two groups of households differ in demographic characteristics and/or environmental attitudes? Please note we used several questions to measure demographic characteristics and environmental altitudes (i.e. question 15 through 30 measure those characteristics).

 Question 3. (1 pt) Compare the sample’s demographics with the most recent census data of Florida’s population; is the sample representative of Florida’s residents?

 Question 4. (1pt) For those households/observations that visited the SJR in the sample, what are the top five recreational activities?

 Question 5. (2 pts) For those households/observations that visited the SJR in the sample, what is the average number of trips they took to the SJR in the past 12 months? Are they likely to visit the SJR in the future?

 Question 6. (2 pts) For those households/observations that visited the SJR in the sample, what is the typical duration of their visits? Were those who lived closer to the river more likely to visit the SJR than those who lived further away from the river?

 Question 7. (4 pts) Based on your answers to the questions above and the SWOT analysis you conducted, develop a brief marketing plan for promoting the SJR river as a tourism destination in Florida. 

The marketing plan should include: who should be your target segment of the market? what would be the promotion and communication strategies? How would you develop a positioning ladder or use a positioning map to market the unique features of the SJR to your target market?

In your written report, you should include a summary of the SWOT analysis (HW1), and include your answers to the questions 1 to 6 (in tables and texts); then describe your marketing plan.

The marketing plan should specify: target population/market; positioning statement (recall the laddering exercise in case 1 or a position map), and discuss your choice of promotion tools and media mix.

Additional info:

In the data files, each row represents a unique household observation and each column represents a survey question.

 We sampled three regions in Florida: north Florida (excluding counties west of Tallahassee), north central Florida (excluding Pinellas county), and south Florida (excluding Miami-dade and Monroe county).

The variable ID is a household identifier, but it is not unique across regions. I created a newid variable using region and id and it is a unique identifier for each observation.

 The survey included several “skip logics.” Those logics were highlighted in yellow in the pdf file. That means:

· Questions with respect to recreational experiences on the SJR (questions 3 to 14) only applied to those who had answered “yes” to both questions 1 and 2.

· Question 2a was asked to those who answered “no” to question 2 but “yes” to question 1.

· However, all households/observations were asked questions 15 to 31. In other words, this allows us to compare the household characteristics between those who visited the SJR and those who did not.