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Every question was answered whether I asked it, or a bride brought it up. As the brides were
openly discussing The Centers policies, I wrote down verbatim what they were saying. After the
focus group ended, I organized data by finding common themes with each brides answers to my
questions on The Centers policies.
A survey was handed to each bride after the focus group. I asked them to complete it to the best
of their knowledge and told them their answers would help me better understand their statements
in the focus group discussion. I arranged the data received from the surveys by tallying repeated
answers. A copy of the survey is located on page 13 listed under Appendix B of this research
study.
Haley: Yeah, Im still not sure I am clear on it either. Its good alcohol pricing though
compared to other venues, but I dont get what you buy back.
5. Do you like that The Center does not have preferred vendors?
Sam: Yes, it makes it easy to create your own wedding.
Shannon: No. I would rather there be preferred vendors because it takes less time to
plan and everything seems more secure.
Haley: Yes. I think it makes your wedding truly yours.
The data above suggests that there was only one disagreement between all three brides. On
question 5, Shannon disagrees with the other brides when she stated, No. I would rather there be
preferred vendors because it takes less time to plan and everything seems more secure.
Whereas, Sam and Haley liked that The Center was a blank canvas.
Below is a table that distinguishes the group consensus and single variance during the focus
group discussion. These were major policies and concerns about The Center.
Group Consensus
Alcohol Policy
Group Variation
No preferred vendors
Pricing Policy
Blank canvas venue
Table 1
This table shows that all three brides agreed and shared the same opinion on every single topic
except one policy at The Center. Shannon disagreed with Sam and Haley once during the focus
group discussion when The Centers vendor policy was introduced. Shannon stated, I would
rather there be preferred vendors because it takes less time to plan and everything seems more
secure. Sam and Haley liked that The Centers vendor policy allowed them to choose
companies they wanted to hire instead of being assigned companies to work their event. Sam
stated, It makes it easy to create your own wedding. Likewise, Haley stated, I think it makes
your wedding truly yours. Interestingly, Shannon is from out of town whereas Sam and Haley
are residents in the Greater Cincinnati area. This data suggests that Shannon may not have time
to hire and communicate with various companies due to distance and availability.
Survey Results
The below table shows the total budget for each brides wedding based on their answers from the
survey they completed after the focus group discussion.
Shannon
Haley
Sam
$ 25,000-$29,999
$20,000-$24,999
$15,000-$19,999
Table 2
Surprisingly, all three brides have different budgets for their wedding. Below are percentages
each bride will spend from their wedding budget to cover the cost of The Center base rental fee.
Shannon
Haley
Sam
13%
16%
20%
Table 3
Shannon has the highest budget at $29,999 for her wedding and therefore she has the lowest
percent going towards her venue if she booked with The Center which costs about $4,000 for the
base rental fee.
Haley falls in between Shannons and Sams wedding budget at $24,999. She would spend 16%
of her budget at The Center if she reserved a date.
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Sam has the lowest budget for her wedding at $19,999 and consequently will spend most of her
budgeted money on the venue if she booked with The Center.
The data suggests that if each bride added money to their total wedding budget, The Center
would appear more affordable. Please note that I took the maximum amounts Shannon, Haley,
and Sam were willing to spend on their wedding to find the above percentages.
The below table shows the budget each bride is willing to spend on their wedding venue.
Shannon
Haley
Sam
$5,000-$6,999
$3,000-$4,999
$3,000-$4,999
Table 4
Shannon is willing to spend the most on her venue, up to $6,999. This data isnt surprising
because she has the highest wedding budget at $29,999. Considering the price of The Center and
Shannons wedding budget, she will have the lowest percentage spent on the venue. This
suggests that The Centers price is not the main reason Shannon did not reserve a date with The
Center.
Haley and Sam are willing to spend up to $4,999 on their venue. However, their total wedding
budgets are different. Haley is willing to spend up to $ 24,999 and Sam will spend up to $19,999.
Since Haleys and Sams minimun price for their venue starts at $3,000, it suggests that The
Centers price was a factor for them to reserve a date at another location.
However, considering the maximum dollar amount Haley and Sam are willing to spend on their
venue which is $4,999, we can determine that price is not the only factor they did not reserve a
date with The Center. In fact, The Centers price falls within each brides venue budget.
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12
13
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Source
Krueger, Richard A, Casey,Mary Anne. (2009). Focus groups: A practical guide for applied
research. Los Angeles: SAGE.
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Appendix A
Consent to Participate in Research
The Center Market Research: Identifying Policy Concerns
You are asked to participate in a research study conducted by Courtney Todd, a student, from the
Professional Writing Department at University of Cincinnati. This study is being done as a requirement
for my Masters Degree in Professional Writing. Your participation in this study is entirely voluntary.
Please read the information below and ask questions about anything you do not understand, before
deciding whether or not to participate.
OPTIONAL: You have been asked to participate in this study because you toured The Center and
decided to reserve a date at another location to host your wedding reception in 2014.
PURPOSE OF THE STUDY: The purpose of this study is to examine why The Center isnt reserved for
the year of 2014.
PROCEDURES: If you volunteer to participate in this study, you will be asked to communicate in a
focus group with two other participants that toured The Center in Fall 2013. During discussion, A
colleague and I will record your statements. Following the focus group discussion, you will be asked to
complete a short survey.
POTENTIAL RISKS AND DISCOMFORTS: There are no potential risks by taking part in this study.
However, if you are not comfortable answering a particular question, you may choose to respond with,
no comment.
POTENTIAL BENEFITS TO SUBJECTS AND/OR SOCIETY: There are no benefits by
participating in this study.
COMPENSATION FOR PARTICIPATION: By participating in this study, you will receive a $5.00
gift card to Starbucks, or coffee before the focus group discussion begins.
CONFIDENTIALITY: Any information that is obtained in connection with this study and that can be
identified with you will remain confidential and will be disclosed only with your permission. This study
will not be published.
PARTICIPATION AND WITHDRAWL: You can choose whether or not to be in this study. If you
volunteer to be in this study, you may withdraw at any time without consequences of any kind or loss of
benefits to which were entitled.
Identification of Researcher: If you have any questions or concerns after this study, you may contact
Mary Beth Debs at mbd1951@cs.com
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I understand the procedures described above. My questions have been answered to my satisfaction, and I
agree to participate in this study. I have been given a copy of this form.
________________________________________
Printed Name of Subject
________________________________________
_________________________
Signature of Subject
Date
17
Appendix B
Survey Questions
The Center Market Research
Directions:
Answer the questions below. If you select other, please explain.
Other