Topic: Why students go to pubs and the key motivators
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Research-Methods-Presentation-Slides.pptxResearch Methods for Marketing and Events UMCDM9-15-2
We are: Izzy, Jess, Quin, Victor, Hud and Robyn.
Our Client
The company we are going to be researching for this module is The Anchor.
This is a student pub located on busy nightlife location- Gloucester Road, Bristol.
The Anchor provides food & drink at an affordable price.
They offer live music & sport, as well as deals and events such as Churros Tuesdays, Wings Wednesdays and much more….
Why The Anchor?
We selected The Anchor as our client because it is a busy, popular student pub to attend for university students in Bristol.
It is in a good location down Gloucester Road
It has many student offers
Research Aims and Objectives
To determine key motivators for students attending pubs and explore satisfaction rates.
More specifically, we shall be researching the reasons why students are attracted to The Anchor.
This is because we are aiming to find out on The Anchor’s behalf what could be improved and student’s satisfaction rates.
Research Aims and Objectives
To determine key reasons why student’s attend The Anchor
To explore the most popular times and days that student’s attend
To identify how to increase popularity on a Saturday evening
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Key findings from our literature
Chatterton (2015) explains that location is a key influence on student night life in Bristol. The Anchor is located in a suburban area, therefore it is cheaper for students, as opposed to the city centre or Clifton, for example.
Many students attend pubs where they drink alcohol because it can be considered as a social ‘norm’ and is a distraction away from work (Park and Levenson, 2002).
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Methodology
Which approach we will take….
We are going to take a pragmatic approach for our research
This is because it’s more result oriented and doesn’t focus much on the different philosophies of research as other forms of methodology ( Saunders et al, 2015).
It provides more attention to the practical results it will generate (Saunders et al, 2015).
The research has a bigger focus on producing results that are practical so the organisation or business can use to implement and adapt (Saunders et al, 2015).
Research Approach
There are multiple approaches you can select depending on the research you are carrying out
Qualitative research = induction
Gathers non-numerical data, finds out what people think and also why they think it (Neuman, 2013).
Quantitative research = deduction
Collects and analyses numerical data (Neuman, 2013).
Research Approach cont.
We are using both qualitative and quantitative methods for our research about The Anchor
By carrying out interviews, questionnaires and an online survey
Therefore, we are moving between induction and deduction, so the research approach we are taking is abduction
Quantitative Research
We plan to collect Quantitative data, via questionnaires. The sample size will be 50 questionnaires, The data will be collected by using ’Qualtrics’.
By using an online survey, we will be able to get a higher response rate and be able to reach a bigger audience.
It will be distributed around our university campus and also to our friends and family
First we will identify background information through the questionnaires based on-
Age
Gender
Day you visit
Time you visit
How many people you roughly go with
Conducting Quantitative Research
The next questions will be based on a customer satisfaction scale-
Examples include:
How do you find the food at the anchor?
How do you find the drink selection at the anchor?
How do you find the service at the anchor?
After analysing the questionnaire answers, we will go onto interview people who are less satisfied with The Anchor
This is because we are aiming to find out on The Anchor’s behalf what could be improved and how to change the student’s satisfaction rates
Qualitative Research- and why?
Our qualitative research method is ‘one on one’ semi structured interviews
We will interview 10-15 people who aren’t satisfied with the Anchor
The questions will aim to get the students to explain what they think of the pub and give reasons why they may not be satisfied
Our sampling will be non-probability convenience sampling
Our Interview Questions
Do you go to The Anchor on Gloucester Road?
Can you explain your main reasons why you go?
Which day do you normally go?
What time of day do you normally go?
Roughly how many people do you go with?
Our Interview Questions
Do you go with friends or family?
How do you get there? E.g. transport, or walk
What are you unhappy with at The Anchor?
How could they improve this?
What will we do with the data?
After all the results have been calculated, we will be able to find out the average responses for each answer.
This will help us by showing the areas of the pub which people enjoy and other areas which need improvement.
By calculating the average responses for each question, we will be able to see the outliers.
Participants will have an option to leave an email on the questionnaire. Participants who score an average below 50 or have 4 outlier or more. Will be emailed to take part in the qualitative section of the research, if an email address has been left.
The data collected will be put into SPSS, where we will be able to create charts, in order to compare and present our results.
SPSS Analysis
Various SPSS tests can be used to analyse our data, including:
Skewness and kurtosis
Shapiro-Wilk normailty test
Independent samples t-test
Mann-Whitney U test
Pearsons correlation
Simple linear regression
After the collection of our data, we will have a better understanding of what tests to use to analyse our results.
Analysing the data
After analysing the results of the questionnaires, we will assess the reliability:
Re-testing after asking our respondents to complete the questionnaire on a second occasion – this is to analyse if they give the same answer.
We will analyse the questionnaires internal consistency:
This measures if respondents responses to different questions correlate with one another
This can be calculated by using Cronbach’s alpha – values of 0.7 or over suggest that our questions have internal consistency (Saunders, Lewis and Thornhill, 2016)
References
Neuman, W.L. (2013) Social research methods: Qualitative and quantitative approaches. London: Pearson education.
Norberg, M., Norton, A., Olivier, J. (2010) Social Anxiety, Reasons for Drinking, and College Students. Behaviour Therapy [online] 14 (4), pp. 555-556. [Accessed 6 December 2018].
Park, C.L. and Levenson, M.R. (2002) Drinking to cope among college students: prevalence, problems and coping processes. Journal of studies on alcohol. 63 (4), pp. 486-497.
Saunders, M., Lewis, P., Thornhill, A. (2015) Research Methods for Business Students. 7 ed. Pearson Education
