Research your fans. Case: The Big 12 Tournament. Case Situation. The Big 12 Basketball Tournament is annually held in either Dallas, Texas or Kansas City, Missouri.
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Case: The Big 12 Tournament
Fans attending the Big12 tournament will experience a variety of different service deliveries from the time they arrive in Dallas to the time they leave.
What will fans evaluate? sequences
Arena parking & access
Car rental, DART, Highways, directions
Lodging packages/ info
Restaurant availability/ info
Arena parking & access/ info & service
Arena facility/ info & service
Arena exit/ traffic mgt & info
Victoryfest/ info & service
#3 Define the problem. Really. sequences
1. Do fans have access to the information they need while in Dallas for the tournament?
2. How do fans perceive the service quality provided in conjunction with the tournaments?
3. Are fans who accessed Dallas Host Committee information online more satisfied than those who did not?
4. How does this tournament location compare to other Big 12 tournament sites (viz., Kansas City) with whom the DHC competes?
Transportation (Airport, Highways, DART)
Wayfinding around Dallas and the arenas
Intentions to return to future tournaments at AAC or Reunion.
Frequency of tournament attendance (1st time….every year).
Those who accessed DHC website.
Those who used information from DHC.
City/state of origin (OK, TX, NE, MO, IA)
How might the perceptions of the six areas (transportation, AAC, Reunion, etc.) differ between fan segments?
Develop hypotheses that follow one of these formats:
If fans _______, then they will _______.
The greater the _______of fans, the greater (less) fans will _______.
Based on your hypotheses, what kind of study do you suggest?
Causal#4 Hypothesize about relationships between variables.
If they really wanted to know what people thought about the arena experience, which of these might differentiate the AAC & Reunion?
As a Basketball Fan, how would you rate your first Big 12 basketball tournament experience in Dallas?
Not very good
What if the respondent had attended a tournament in Dallas before? How would he/she respond?
Is “not very good” the precise opposite of “good”? What might be a better choice of words?Reliable? Valid?
2. Were you pleased with the setup of VictoryFest, in terms of proximity to American Airlines Center and Reunion Arena, as well as information areas provided by the Dallas Host Committee?
This is what is called a “double-barreled” question.
What if the fan thought the location of Victoryfest was fine, but didn’t know about or didn’t care for the information provided by the DHC?
After you break this into at least two questions, would you rather have a yes/no answer or something in degrees of satisfaction (dissatisfied—satisfied on a 1-10 scale)?Reliable? Valid?
3. When you arrived in Dallas and throughout your stay, did the Host Committee and volunteers provide you with any and all information that you needed?
This is another “double-barreled” question.
Fans could be favorable about the experience arriving in Dallas, but not throughout the stay (and vice-versa).
What’s wrong with “any and all information”? How might people interpret the question differently?
Did you receive the information you needed regarding transportation?
…location of the VictoryFest?
4. the Host Committee and volunteers provide you with any and all information that you needed?How would you rate Reunion Arena in terms of fan experience?
Not very good
Assume that the results showed that the majority of fans believed the experience at Reunion Arena is “average” or worse. How would the DHC know what needed to be improved regarding the experience fans have at Reunion Arena?
How would using the questions on p.71 and p.75 in your text help pinpoint problems?Reliable? Valid?
The prices for the hotel where I stayed were:
A bad buy---------------------------A good buy
Not worth the money—Worth the money
Too high for Not too high
what I got-----------------------------------for what I got
1 2 3 4 5 6 7 8 9 10
Has no value to me—Has high value for me
Adds no value Adds great value
to the tournament---------to the tournament
Isn’t worth Is definitely
1 2 3 4 5 6 7 8 9 10
Suppose that you gathered information on event perceptions (right) from fans that attended the Big 12 tournament the last time it was held in (a) Dallas and (b) Kansas City. You also have data on the fans’ home residence and prior tournament attendance.
How do you think fans’ perceived value might differ on these dimensions?Analysis & Conclusions