80.2K

Verified Solution

Link Copied!

Read 16-6 Avery Fitness Center (AFC) Project.

1. Provide a brief overview of the case and summarize key facts
2. Who is the target consumer?
3. What is AFCs business problem/opportunity?
4. What are the research problems specified?
5. Describe the various data sources available?

16-6 Avery Fitness Center Project Many of the key points in this chapter, as well as the following data analysis chapters, can best be illustrated using an example. The Avery Fitness Center (AFC) is located in a midsized city in the southeastern United States. The company offers a variety of exercise programs to its members under the supervision of personal trainers. The company was founded 15 years ago and operates from a single location in an old shopping center near a large university. AFC primarily targets "prime-timersmen and women aged 55 years and older, some of whom are struggling with health issues. Many customers are attracted to the large indoor therapy pool that allows them to exercise using water resistance, which is much easier on bones and joints than traditional exercise options. Individuals become members of the fitness center by completing an application form (see Exhibit 16.3) and paying a monthly fee; they pay additional fees for special classes, use of personal trainers, and so forth. Exhibit 16.3 Avery Fitness Center Application Form Avery Fitness Center MEMBERSHIP APPLICATION CONTACT INFORMATION Your Name Apt State Alternate Telephone Zip Address Street City Preferred Telephone Email Address Emergency Contact Relationship Telephone Email address FAMILY MEMBERS Include your name on line 1 Name (Last, if Different) Birth Date Employer (if applicable) 4 5. 6 7. 8. Gender OM OF OM OF OM DE OM OF OM OF OM OF OM OF OM OF MEMBERSHIP TYPE Please select one of the following: Membership Adult Youth Senior Teen Family! Student Family Program Member How did you learn about AFC? Please check all that apply) Recommendation from Doctor Drove by location Recommendation from Friend of Acquaintance Article in Paper Advertising (including Yellow Pages) Other Heard AFC director speak Although business has been steady, AFC managers believe that the company could grow substantially without adding additional facilities. As a result, AFC managers were interested in better understanding the kinds of individuals that are attracted to AFC and how best to recruit more of these kinds of people. More specifically, the AFC researchers began to address two research problems: (1) discover existing member demographics and usage patterns (including fees paid) and (2) investigate how members initially learn about AFC and their motivations for using the center. To address these research problems, researchers decided to gather the appropriate data from a variety of sources. As a review of Exhibit 16.4 will confirm, the company is quite forward-thinking in terms of the data that it gathers and would like to gather in the future) about its customers. In addition to communication data gathered on the initial application and from periodic surveys sent to members, the company tracks a wide variety of other data based on member behaviors ranging from data from location- enabled mobile phones to fees paid. Exhibit 16.4 Data Sources on Avery Fitness Center Project + . Service usage by type (self-report) Importance of various motivations Area entered Behavioral Data Date of entrylexit to area Net promoter score (recommend) from Phone GPS Original event that led to AFC Time of entry/exit to area Location software Education level Data usage in area enabled Annual Household Income Area entered Communication Behavioral Data Date of entry/exit to area Data from Survey from Wearable Time of entrylexit to area Data Collection Tech (e....Fitbit Data usage in area Sof-reportdate Location software Steps taken/Stairs climbed enabled Miles walked/run Calories burned AFC Member Date of entry Communication Number Behavioral Data Data from Time of entry from Facility Entry Card vs. scanned entry Application Form Phone, ID Card of Name Initial contact detal Key Fob) Address Telephone Number Alternative Telephone Number Emergency Contact Information Email Address Membership fees paid Date of Birth Behavioral Data Behavioral Data Additional fees paid Gender from Marketing from Accounting Type of payment (cash, credit card, other) Employer Records Records Automatic payment enrollment Other Household Member Demo. Initial & Reoccurring Initial & Reoccurringh Payment frequency (per contract) Initial Type of Membership Date payments received Source of Learning about AFC Credits issued Joined via a promotion Date of Application Membership History/Length of Membership Referred a friend or family member Staff name Subscription to AFC newsletter Membership Number Note: Types of data noted in bold are available for the current project. For the current project, the company gathered primary data by sending a mail survey designed to determine member motivations for using AFC, among other things (see Exhibit 16.5). Researchers sent surveys to 400 members drawn using a simple, random sample; respondents completed and returned 231 usable surveys for a response rate of 58%. For the purposes of the analysis, the sample was limited to members who had visited AFC at least once in the previous 12 months. Note that the survey was administered via regular mail because many of the members are elderly and not responsive to online surveys. Exhibit 16.5 Avery Fitness Center Questionnaire AVERY FITNESS CENTER SURVEY Thank you for taking time to provide important feedback about Avery Fitness Center (AFC) on this short survey. Please answer the following questions. Your candid responses will help us provide better services in the future. We have included your membership number so that we can include this informtion in your file. Please note that we do not share your information with anyone else. (1) Which of the following AFC services have you utilized at least once in the last 30 days? (Please check all that apply) Weight Training Exercise Circuit Therapy Pool Classes Circulation Station (2) How important to you personally is each of the following reasons for participating in AFC programs? (Circle a number on each scale) not at all very important important General Health and Fitness 1 2 3 4 5 1 2 3 4 5 Physical Enjoyment 1 2 3 4 5 Specific Medical Concerns 1 2 3 4 5 (3) How likely is it that you would recommend AFC to a friend or colleague? not at all extremely likely neutral likely 0 1 2 3 4 5 6 7 8 10 (4) What was the original event that caused you to begin using services from AFC! Social Aspects (5) Highest Level of Education Achieved Less than High School Some College Four-year College Degree High School Degree Associates Degree Advanced Degree (6) What is your approximate annual household income from all sources before taxes? (Please check the appropriate category & employment status): $0-15,000 $45,001-560,000 $90,001-105.000 Membership Number $15,00 1-30,000 $60,001-75.000 $105.001 - 120,000 072612 $30,001-45.000 $75,001-90,000 more than $120,000 THANK YOU! 16-6 Avery Fitness Center Project Many of the key points in this chapter, as well as the following data analysis chapters, can best be illustrated using an example. The Avery Fitness Center (AFC) is located in a midsized city in the southeastern United States. The company offers a variety of exercise programs to its members under the supervision of personal trainers. The company was founded 15 years ago and operates from a single location in an old shopping center near a large university. AFC primarily targets "prime-timersmen and women aged 55 years and older, some of whom are struggling with health issues. Many customers are attracted to the large indoor therapy pool that allows them to exercise using water resistance, which is much easier on bones and joints than traditional exercise options. Individuals become members of the fitness center by completing an application form (see Exhibit 16.3) and paying a monthly fee; they pay additional fees for special classes, use of personal trainers, and so forth. Exhibit 16.3 Avery Fitness Center Application Form Avery Fitness Center MEMBERSHIP APPLICATION CONTACT INFORMATION Your Name Apt State Alternate Telephone Zip Address Street City Preferred Telephone Email Address Emergency Contact Relationship Telephone Email address FAMILY MEMBERS Include your name on line 1 Name (Last, if Different) Birth Date Employer (if applicable) 4 5. 6 7. 8. Gender OM OF OM OF OM DE OM OF OM OF OM OF OM OF OM OF MEMBERSHIP TYPE Please select one of the following: Membership Adult Youth Senior Teen Family! Student Family Program Member How did you learn about AFC? Please check all that apply) Recommendation from Doctor Drove by location Recommendation from Friend of Acquaintance Article in Paper Advertising (including Yellow Pages) Other Heard AFC director speak Although business has been steady, AFC managers believe that the company could grow substantially without adding additional facilities. As a result, AFC managers were interested in better understanding the kinds of individuals that are attracted to AFC and how best to recruit more of these kinds of people. More specifically, the AFC researchers began to address two research problems: (1) discover existing member demographics and usage patterns (including fees paid) and (2) investigate how members initially learn about AFC and their motivations for using the center. To address these research problems, researchers decided to gather the appropriate data from a variety of sources. As a review of Exhibit 16.4 will confirm, the company is quite forward-thinking in terms of the data that it gathers and would like to gather in the future) about its customers. In addition to communication data gathered on the initial application and from periodic surveys sent to members, the company tracks a wide variety of other data based on member behaviors ranging from data from location- enabled mobile phones to fees paid. Exhibit 16.4 Data Sources on Avery Fitness Center Project + . Service usage by type (self-report) Importance of various motivations Area entered Behavioral Data Date of entrylexit to area Net promoter score (recommend) from Phone GPS Original event that led to AFC Time of entry/exit to area Location software Education level Data usage in area enabled Annual Household Income Area entered Communication Behavioral Data Date of entry/exit to area Data from Survey from Wearable Time of entrylexit to area Data Collection Tech (e....Fitbit Data usage in area Sof-reportdate Location software Steps taken/Stairs climbed enabled Miles walked/run Calories burned AFC Member Date of entry Communication Number Behavioral Data Data from Time of entry from Facility Entry Card vs. scanned entry Application Form Phone, ID Card of Name Initial contact detal Key Fob) Address Telephone Number Alternative Telephone Number Emergency Contact Information Email Address Membership fees paid Date of Birth Behavioral Data Behavioral Data Additional fees paid Gender from Marketing from Accounting Type of payment (cash, credit card, other) Employer Records Records Automatic payment enrollment Other Household Member Demo. Initial & Reoccurring Initial & Reoccurringh Payment frequency (per contract) Initial Type of Membership Date payments received Source of Learning about AFC Credits issued Joined via a promotion Date of Application Membership History/Length of Membership Referred a friend or family member Staff name Subscription to AFC newsletter Membership Number Note: Types of data noted in bold are available for the current project. For the current project, the company gathered primary data by sending a mail survey designed to determine member motivations for using AFC, among other things (see Exhibit 16.5). Researchers sent surveys to 400 members drawn using a simple, random sample; respondents completed and returned 231 usable surveys for a response rate of 58%. For the purposes of the analysis, the sample was limited to members who had visited AFC at least once in the previous 12 months. Note that the survey was administered via regular mail because many of the members are elderly and not responsive to online surveys. Exhibit 16.5 Avery Fitness Center Questionnaire AVERY FITNESS CENTER SURVEY Thank you for taking time to provide important feedback about Avery Fitness Center (AFC) on this short survey. Please answer the following questions. Your candid responses will help us provide better services in the future. We have included your membership number so that we can include this informtion in your file. Please note that we do not share your information with anyone else. (1) Which of the following AFC services have you utilized at least once in the last 30 days? (Please check all that apply) Weight Training Exercise Circuit Therapy Pool Classes Circulation Station (2) How important to you personally is each of the following reasons for participating in AFC programs? (Circle a number on each scale) not at all very important important General Health and Fitness 1 2 3 4 5 1 2 3 4 5 Physical Enjoyment 1 2 3 4 5 Specific Medical Concerns 1 2 3 4 5 (3) How likely is it that you would recommend AFC to a friend or colleague? not at all extremely likely neutral likely 0 1 2 3 4 5 6 7 8 10 (4) What was the original event that caused you to begin using services from AFC! Social Aspects (5) Highest Level of Education Achieved Less than High School Some College Four-year College Degree High School Degree Associates Degree Advanced Degree (6) What is your approximate annual household income from all sources before taxes? (Please check the appropriate category & employment status): $0-15,000 $45,001-560,000 $90,001-105.000 Membership Number $15,00 1-30,000 $60,001-75.000 $105.001 - 120,000 072612 $30,001-45.000 $75,001-90,000 more than $120,000 THANK YOU

Answer & Explanation Solved by verified expert

See Answer