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Hang Time

Hang Time. Calibur Consulting. Karrie Pelton is from Seattle, Washington and will also be graduating in April from BYU with a Business Management degree. Jared Thompson is from Utah/Idaho is graduating in April from BYU with a degree in Business Management and an emphasis in marketing.

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Hang Time

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  1. Hang Time

  2. Calibur Consulting • Karrie Peltonis from Seattle, Washington and will also be graduating in April from BYU with a Business Management degree. • Jared Thompsonis from Utah/Idaho is graduating in April from BYU with a degree in Business Management and an emphasis in marketing. • Hillary Dummaris from Midway, Utah and will graduate in December in Business Management. • Marisa Evansis from Cincinnati, Ohio and is a senior at BYU, graduating in April.

  3. What is Hang Time? • A group of three individuals from Utah who have developed add-on equipment for trampolines designed to increase the benefits and usage of the trampoline. • Hang Time’s acrobatic rig, one-on-one basketball court, and safety-netting wall can be used for individual or family enjoyment.

  4. What is Hang Time? • With this new product, Hang Time is focused on providing a safe and fun product to its customers. The product strives to offer people an enjoyable experience at a reasonable cost.

  5. Objectives • Marketability of the product • Possible names of the product • Suggested retail price of the product • Consumers’ perceptions of the product

  6. Methodology

  7. Frame

  8. What is a Frame? List of population elements from which to select units to be sampled.

  9. Our Frame… -People within Salt Lake and surrounding counties who either own a trampoline or who are planning on purchasing a trampoline within the next year. -We were to survey people with various income levels. -Conducted random surveys with qualified respondents in Provo, Pleasant Grove, Sandy, Midway, Murray, Bountiful, and Layton. -Intercept surveys in Provo Towne Center Mall and the Spanish Fork Good Life Expo.

  10. Sample Size

  11. A statistically significant sample size (n) can be determined by the formula: n = Z2*Variance (Acceptable error)2 *Z is the level of confidence expressed in standard errors. *For the .05 level of confidence used in this study Z=2 standard deviations.

  12. The population variance was determined by taking a smaller pre-test of 15 respondents and calculating the variance of the pre-test answers to question # 15, one of the most important questions on the survey. Q.15 reads…How likely are you to purchase this product? Definitely Probably Not Sure Probably Not Definitely Not

  13. -The answers were assigned a value on a 1 to 5 (definitely to definitely not) scale. The mean (3.33) and standard deviation (.0617) were then calculated. The variance equals the pre-test standard deviation squared.-Lastly, the acceptable error selected by Hang Time and Calibur Consulting was set at 5%. -Plugging these numbers into the equation, this study required a sample size of at least 55 respondentsto be statistically significant.

  14. Secondary Research

  15. What is Secondary Research? Previously gathered data. -We met with the designers to define and understand the objectives. -Researched all the comparable products they could find. -We obtained printouts of each, including pricing information where available.

  16. Primary Research

  17. What is Primary Research? New data gathered to help solve the problem at hand. Included:Mail, Phone, Door-to-Door, and Mall Intercept Surveys

  18. Mail—10 random people got a package—a cover letter, a survey, three pictures of the product, two computer-generated designs of the product, and a self-addressed, stamped envelope. 0% response rate by the data analysis cut-off date. 

  19. Phone/Mail—When a person agreed to be interviewed, we asked them the first nine questions. After asking the nine questions, we sent them the mail survey package. 0% response rate by the data analysis cut-off date. 

  20. Door-to-door and mall interviews—immediate response-- accounted for all of the 60 surveys we included in our data. 100% response rate by the data analysis cut-off date. 

  21. Questionnaire Divided questions into sections that would obtain customers’ perceptions of the afore mentioned set objectives. These sections included: Trampoline Usage Q’s. 1-8 (Rated from Not at All to Heavy Use) -Fall -Winter -Spring -Summer Interest in Components Q. 9 -Acrobatic rig -Safety net -Basketball Hoops

  22. Naming Q. 10-11 -Hang Time -Sky Ball -Rotation Station -Aero Gym -Gyrobics -Air Ball -Net Center -Tramp Mate -Jump Ball

  23. Feature of Product DesignQ. 12 -Quality -Safety -Ease of Assembly -Attractiveness -Practicality Rated on a scale from 1-7 (Poor to Excellent) Also included a “Not Sure” category

  24. Factors in Purchasing Decision Q. 12 -Fun -Price -Safety -Brings Family Together -Keeps kids occupied -Health Benefits -My kids want one • Rated on a scale from 1-7 (Not Important to Very Important) • Also included a “Not Sure” category

  25. Pricing Q. 14-16 Demographics Q. 17-18 Additional Comments

  26. Focus Groups

  27. What Are Focus Groups? Participants who are led by a moderator in an in-depth discussion on one particular topic or concept. The goal is to learn and understand what people have to say and why. The emphasis is on getting people talking at length and in detail about the subject at hand. The intent is to find out how they feel about a product, concept, idea, or organization; how it fits into their lives, and their emotional involvement with it.

  28. We conducted three focus groups: -Consisted of current 3-4 trampoline owners located in South Jordan, West Jordan, and Heber City. -To show our appreciation to our volunteers, we paid them $10 each.

  29. Limitations

  30. Sampling Error Reduce the sampling error by using a large sample size. We used a completely random sample. Our sample size included Salt Lake and the surrounding counties. We used a 5% margin of error, which means that there is a 5% chance of receiving a sampling error.Non-Response ErrorInitially we started conducting the survey by telephone and mail; however, we found our non-response rate to be high. Thus, we switched to conducting door-to-door surveys and mall interviews, which consumers have a more favorable attitude towards.Response ErrorFor example, when conducting question #8, What % of time do you use the trampoline for recreation or for exercise? 4 respondents misunderstood the question. The respondents’ percentages did not add up to 100, thus causing response error.Surrogate Information ErrorThe working prototype of the product was not complete Thus, respondents’ decisions in the surveys and focus groups reflected their understanding of the product based on the given information. Any discrepancy between the actual and perceived quality or design may have caused surrogate information error.

  31. Primary Research

  32. Trampoline Usage

  33. Trampoline Usage • Respondents: 58 current trampoline owners 2 planning to purchase in the future • Likelihood to buy: (Cross-tab, using chi square) • Age – not significant at the .05 level • Seasonal use – not significant at the .05 level • Recreation: 91% • Exercise: 9%

  34. Interest in Components

  35. Interest in Components “How interested would you be in each of the following trampoline add-on products?” Not Very Interested Interested Interest in rig: 1: 42% 2: 10% 3: 5% 4: 8% 5: 17% 6: 8% 7: 10% Interest in hoops: 1: 32% 2: 3% 3: 5% 4: 12% 5: 20% 6: 10% 7: 18% Interest in net: 1: 28% 2: 2% 3: 10% 4: 8% 5: 18% 6: 10% 7: 23%

  36. Interest in Components Summary of Responses—Interest in Components

  37. Interest in Components • The pattern of results is statistically significant • Likely due to the high number of 1’s • Regression analysis: • Interest in the spotting rig is not a predictor of whether they were likely to purchase (R square of .074) • Interest in basketball hoops and in safety netting are statistically significant predictors (at the .05 level) of whether they were likely to purchase (R squares of .254 and .243 respectively • Suggestion: Focus on hoops and netting in marketing efforts

  38. Naming

  39. Naming According to the mean, the most popular of the suggested names are listed below: (Survey results rated on a scale from 1-7; Poor to Excellent) • 1.      Hang Time = 4.05 • 2. Air Ball = 3.81 • 3. AeroGym = 3.79 • 4. Sky Ball = 3.63 We are confident that the true population mean for each of these categories falls within 5% of the stated mean.

  40. Naming Boxplot

  41. Features of Product Design

  42. Features of Product Design

  43. Features of Product Design

  44. Features of Product Design

  45. Features of Product Design

  46. Features of Product Design

  47. Conclusions (On a scale from 1 – 7; Poor to Excellent. Perceptions were based on pictures of the product) • Quality 59% rated the quality above average • Ease of Assembly 75% were indifferent • Practicality 41.4% rated the practicality above average • Attractiveness 30.4% rated attractiveness above quality • Safety 38.5% perceived the product is safe

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