MARK203: Market Research
Assignment 1
James Richard
300xxxxxx
20 August 2013
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IMPORTANT NOTE:
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This model answer of the report DOES NOT CONTAIN factual matter, but describes the type of information that would be expected from independent secondary research, and the correct use of the Decision Tree.
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The interview guide can be considered appropriate, but may not be complete.
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Tutorial Group 3
Susan Sun
Words: 941
Introduction and background
Emily and Ryan, undergraduates at VUW believe there must be a better way to meet people and plan activities, such as dates, and social events. They have noticed a possible opportunity in this area for people like them at university that Facebook and other SNS have not addressed directly. They particularly liked the idea of only targeting tertiary students in order to attract singles looking for a more defined friendship and dating network. They were also attracted to a mobile application for smart phones that could be used to set up events and activities on the go. In addition to allowing subscribers to connect and meet new people with common interests, the service (application) would help coordinate and plan group and personal events. This service would also provide planned structured events (e.g., week-long vacations, cycling or tramping trips) and personal services, such as body guards and background checks for personal dates.
Secondary research summary
The secondary research provided insight to the problem and context. In the New Zealand tertiary education sector there are eight universities, 22 polytechnics and four colleges of education with approximately xx students enrolled, with ages ranging from 18 to 45 (Euromonitor International, n.d.). The majority of students are single, with an average age of xx. Mobile dating and smart phone applications have grown quickly over the last few years, especially with regards to digital natives who commonly use social networking applications to stay in touch with friends (Jackson, 2010).
Today’s university students are seen as a favourable target audience since they have been brought up using the Internet and social media sites (Gunter, 2008). Since the proposed service is closed to the public, they are viewed as more personal, and users often include personal information to make it easy to contact them. Special dating services, such as wine tasting and sped dating, continue to offer value to target markets (Fass, 2003).
[Additional relevant secondary research regarding applications, demographics of Internet social network users, dating applications, smart phone/computer usage for social networks, etc. would be required to improve the paper. The ‘facts’ would need to be tied directly to Emily & Ryan’s problem/opportunity and inform the reader why their opportunity is important, and to who]
Problem definition and approach
The management decision problem is: What exactly should Emily and Ryan offer as a service for tertiary students? This leads to the market research problem that includes: * What would be the demand for a service that provides personal and social event planning? * What attributes or characteristics do tertiary students want in such a service?
The research objectives therefore are: * To determine whether an online social event planning service (application) for tertiary students would be adopted by the target market * To determine the demand for such a service (application) and for unique features * To identify the attributes and features of such a service that would be attractive to the target market
Research questions
Research questions form the basis for the actual research. From the decision tree results (see Appendix A) the following research questions have been determined. The answers to these questions help answer the key management decisions. * Which features, attributes or characteristics would tertiary students like to have available in a service that provides personal and social event planning? * Which features would be the most important? * What would make the service more attractive to tertiary students? * Features such as safety on personal dates (e.g., bodyguards), background checks, etc. * Is it important to meet people with similar educational backgrounds? * What would be the demand for such a service? * What would be the demand for unique services, such as one-week long vacations within New Zealand?
Research design
The initial secondary research is included in this document, however, in order to investigate the business opportunity and related problems fully, primary research is also required. Both qualitative and quantitative research will be undertaken. Given Emily and Ryan’s target market, at this point of the research selection of participants for both qualitative and quantitative research will be limited to individuals who are enrolled in a tertiary educational institute in New Zealand. The qualitative research can be conducted through a number of individual depth interviews. The results from the qualitative research will inform the development of a survey for the quantitative phase of the research.
Interview guide
The interview guide begins with general questions and leads the respondent to provide relevant information to achieve the research objectives.
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Questions: Q1. Tell me a bit about what you are studying. Q2. Tell me about your interest when you are not studying. Tell me about your social activities in your spare time. Q3. Do you find it easy to plan events with friends? Q4. Do you find it easy to meet and/or socialise with new people? Q5. How satisfied are you with the services available to meet and plan activities with other students? Q6. What do you think about online dating services? Q7. What do you think about a social activities planning service (computer application)? a. What if it was linked directly to your friends (or a defined social network) Q8. What do you think of a service (application) that specifically caters to university students that allows students with common interests to meet and plan events? Q9. Considering such a service (application), what types of social activities and services would you be interested in? b. Planned week long vacations, movie festival packages, outdoor activities (e.g., cycling, tramping, etc) Q10. Considering this service from a personal (dating) perspective, what type of other features or services may be of interest? c. Bodyguards, background checks, chaperones, etc. d. Match potential date to common interests. Q11. What do you think would be the demand for such a service/application? Q12. Would you use this type of service if it were available? Q13. Would you be willing to pay for such a service? (How & how much?) e. Subscription, one-time fee
Description of Interviewees
The opportunity Emily and Ryan have recognised to launch a service designed to help tertiary students meet people and plan personal and social events required insight from the target market to assess the feasibility and merit of this proposal. Four interviewees representative of the tertiary student target market, aged 18 and over, were consequently selected and interviewed to gauge their affinity with the proposal. Identified through these were a variety of unique service features of appeal to their interests, the potential demand for the service and how best it could be implemented. These have therefore helped to better define the target segment for the proposed service, the needs to be satisfied and benefits delivered, the parameters of the service and the overall feasibility of this opportunity (Zikmund, Ward, Lowe, Winzbar, & Babin, 2011). Refer Appendix A for complete interview transcripts. Interviewee 1: Interviewee ‘JV’ is a 19 year old male with a hectic university schedule owing to his double degree in Commerce and Arts. He is majoring in Accounting and Spanish, and doing a minor in Taxation. He is currently in his second year at Victoria University, living at home in Lower Hutt and is single. Interviewee 2: The second interviewee, ‘CS’, is a single 18 year old female who lives at home in Upper Hutt. After completing one trimester earlier this year at Unitec in Auckland studying Contemporary Dance, she decided the degree and unfamiliarity of Auckland were not right for her. She has since returned home, is currently working part-time and is considering her options to return to study at Victoria University for 2013. Interviewee 3:
The third interviewee, ‘JE’, is a 20 year old female currently in her third year of study at Victoria University. She is studying towards a Bachelor of Science majoring in Psychology and taking a minor in Cell and Molecular Bioscience. Additionally, JE is in a relationship and lives at home. Interviewee 4:
The final interviewee, ‘SH’, is a 19 year old male in his second year at Victoria University. He is currently studying a law degree and a BA, majoring in Politics. SH lives in a flat and is single. Common characteristics between interviewees: Core similarities between interview respondents are reflected through demographic connections, with all four interviewees living in the Wellington region and studying at (or for interviewee 2, ‘CS’, considering) Victoria University. The respondents also fit within a similar age bracket between 18 and 20 years, which is representative of the tertiary student target market (Educational Institutions, VUW, 2012). Key differences between the interviewees relate to their degrees and the year of study they are currently in. This variance however is to be expected within the target market. Justification for choice of interviewees: The resonance of the four interviewees with the ultimate target market provides valuable insight for the formulation of the proposed service application (Zikmund et al., 2011). A balanced gender perspective with two females and two males, all a similar age, allows greater representation of the overall target market views. Selecting respondents who are currently studying, or considering study at Victoria, although narrow in scope, allows for the service to be better aligned to this student segment. As identified in the interviews, limiting the service proposal to Victoria will make personal and group activities, as well as student dating, more convenient and relevant to the area (refer Appendix A). Interview Results Analysis
Key themes raised:
Several key themes were identified across the four interview responses; these provide insight to the features which would add value for the target market as well as those which are of lesser appeal. Most importantly, the general theme was a positive response to the proposal from all four interviewees’, suggesting Emily and Ryan’s opportunity would ultimately be a “really great way for people to connect” (JE, p.15, L191). The reasons for this are due to the distinctive, niche offering of the service towards university students, allowing them to better interact with those they study with, but would otherwise not meet.
Additional important points raised considered how best the service could be accessed and used, the scope of the service’s availability and the merits of limiting it just to Victoria. However, there was congruence between respondents in raising concerns over the ‘dating service’ features with a perception that dating opportunities could arise “more naturally through group activities” (JV, p.10, L82). Further important points raised included questions of payment for service usage and of the extent of the service’s uniqueness relative to current offerings and its ability to attract students from these. Refer Appendix B for further categorisation of these key points.
Similarities and differences between respondents:
Overall, the respondents shared similar stances towards the service and saw value in its unique value proposition targeted for tertiary students. The specific features which appealed to all the respondents included: it’s potential to combine valuable features from existing services such as VUWSA and Facebook into one convenient interface; matching students for group activities or personal events (including dating) by common interests and study; security advantages through specific tertiary student usage; and a variety of activities ranging from movie packages to tramping trips, to be offered (refer Appendix B for full list).
Similar attitudes were also shared in relation to how best the service could be accessed and used. All respondents took the stance that, “just a website should be fine, maybe with a student login through Blackboard or the like? A phone application would work too” (JV, p.9, L71-72). In addition, the respondents saw greater merit in the service being available only for Victoria University students as this was collectively considered “a more feasible and convenient way of running things... Otherwise it would be too tough to coordinate events” (JV, p.9, L49-50). Another respondent in support of this Victoria focus said, “since I’ll be new to Vic next year, that could be quite useful for familiarising myself with the place and people there” (CS, p12, L126-127).
In addition, all respondents said they would not use the dating features of the proposed service- group activities of interest were seen as a better basis to meet people. Payment for the service was met by a unanimous “no” as existing alternatives with similar features are offered for free. One respondent however said that if the payment was made through the student levy, they “wouldn't care about it” (JE, p.17, L242).
Key variance between the respondents related to their current satisfaction with existing ways of connecting socially with other people. These views ranged from being “fully satisfied...they are more than I actually want to take part” (JE, p.14, L181), to I’m a bit out of touch with these, aside from the occasional facebook uses...I don’t know of any others” (JV, p.8, L25-27). However, these differences simply reflect the students’ differing interests in relation to existing event planning services.
Links to the Decision Problem:
The initial research problems aimed to determine: the nature of the service- whether various group activities or dating service features would be of value; the functionality of the service and the most appropriate platform to use it; pricing considerations; and security features. Overall, the points raised by the respondents, (as aforementioned and refer Appendix B), provided clarity to these initial research problems in light of the overarching decision problem- ‘whether Emily and Ryan should introduce a service which helps students meet others and plan personal and social events.’
The respondents collectively felt that the current availability of services which help people meet others and plan events did not fully address the needs of tertiary students in this market. As outlined by the fourth interviewee, SH, “there is a space for it though, reaching out to people who you have things in common with at uni, but you don’t actually know them. There’s un-tapped potential there” (SH, p.20, L312-314). This inherent lack in competitive offerings from the respondents’ perspective combined with their positive responses to the idea means there is considerable opportunity in implementing the service.
Implications of results:
Overall, this qualitative analysis raised several interesting insights to the service proposal. In particular, clear direction concerning the nature and design of the service was provided. This pertained to the perceived value in combining valuable features from a range of existing services (like VUWSA and Facebook) into one interface specifically for students. A clear preference for organising group activities according to interests, rather than dating features, should be considered. However, as mentioned by interviewee 4, despite the fact he and the others are not personally into the dating aspect, he believes “there’s value in the dating side of it” (SH, p.21, L335).
Consequently, quantifying the potential demand for the service to assess overall feasibility is an essential next stage to the research process. This will more effectively determine the specific, unique features to include, and ensure it is relevant for the targeted tertiary student segment. This is particularly important to minimise potential operational costs as students are unlikely to be willing to pay for use of the service. In addition, should this next research phase discover sufficient potential usage rates, this will provide a sound business case to present to VUWSA in order to gain necessary funding.
It is therefore vital to formulate a marketing strategy which conveys the new service benefits for tertiary students as superior to existing services. This will help create product awareness, interest and product adoption (Zikmund et al., 2011).
Appendices
Appendix A: Interview Transcripts
Interview Transcript 1
Interview with JV
Q1. Tell me a bit about what you are studying.
I’m studying towards a conjoint degree in Commerce and Arts, majoring in Accounting and Spanish, and doing a minor in Tax... Sounds good doesn’t it! This is my second year at Vic.
Q2. Tell me about your interests when you are not studying. Tell me about your social activities in your spare time. When I’m not studying, I enjoy the good old quiet life- a lot of reading and painting- just general artistic expression. I’m a big fan of sports too; cricket, football, fitness activities and what not. Hanging out with good mates also fills in my spare time. We especially enjoy the occasional tramping trip or heading up to one of our group member’s beach house for some fishing, rugby and general relaxation.
Q3. Do you find it easy to plan events with friends?
I’m not much of a planner to be honest, I generally just wing it. I usually think of ideas and my mates make it happen... The good lads! Technology has its uses with texting and facebook event planning.
Q4. Do you find it easy to meet and/or socialise with new people?
Not really, depends on the context- if people have similar interests then sure. I prefer smaller group gatherings with good mates to larger group gatherings with unknown people.
Q5. How satisfied are you with the services available to meet and plan activities with other students? I’m a bit out of touch with these, aside from the occasional facebook uses for planning events and making like a shared group bulletin with times and details, I don’t know of any others. I certainly haven’t used them.
Q6. What do you think about online dating services? I haven’t used them and don’t know how successful they are. The concept is probably good. Although in practice, there could be a lot of skulduggery in that online environment! I probably couldn’t trust a dating service.
Q7. What do you think about a social activities planning service (computer application)?
Yeah that would probably be good. Although I doubt it would inspire much commitment from me unless I knew my friends were using it. It could be a better way of organising to meet up with friends.
a. What if it was linked directly to your friends (or a defined social network)?
That would be good too; facebook is already good enough with planning events and all.
Q8. What do you think of a service (application) that specifically caters to university students that allows students with common interests to meet and plan events? If there was enough awareness for it I think it would be a good idea. But wouldn’t it be similar to the club services VUWSA organise? It would have to be different to that I guess, perhaps with broader uses? But yes, certainly having a common interests feature would make activities more relevant.
a. Would you prefer the service be available for Vic students only as a basis to meet people and plan events?
Yeah I think that would probably be a more feasible and convenient way of running things. Otherwise it would be too tough to coordinate events between us here in Wellington and people living down south or whatever. Seems logical for it to be purely Vic operated.
Q9. Considering such a service (application), what types of social activities and services would you be interested in? Well, what did I say my interests were? That’s right; I guess organising tramps with keen people would be cool. I’d generally like outdoor and sports group activities to be coordinated through it. It could be quite a useful hub for finding out what’s going on at uni. I guess it could also provide an easy way to arrange study groups if it were open to just Vic students.
Q10. Considering this service from a personal (dating) perspective, what type of other features or services may be of interest? f. Bodyguards, background checks, chaperones, etc.
Bodyguards?! Yeah naa. Not in this day and age. Background checks would be good- you’d need some sort of verification. That’s why the service being offered at Vic only would be good. You could register through VUWSA and provide student ID? That should keep ‘some’ of the creeps out. g. Match potential date to common interests.
Defining it to common interests would be good too. Narrow the options down you know, helpful.
Q11. What platform do you think the application should be available on?
Just as website should be fine, maybe with a student login through Blackboard or the like? A phone application would work too.
Q12. What do you think would be the demand for such a service/application?
I think if it’s differentiated from facebook and club emailing lists through VUWSA by combining the features of both of these, it would have strong demand. Although it would need a bit of convincing to make people change their ways from facebook and the like to this service.
Q13. Would you use this type of service if it were available?
Some aspects of it, yes. Mainly the group activity planning part- arranging activities of interest with people of similar interests sounds cool. Study groups could also be worthwhile; especially if it lets you get in touch with people in your courses who are keen on the idea. I’d pass on that whole dating idea. That can happen more naturally through group activities.
Q14. Would you be willing to pay for such a service? (How & how much?) If I had to pay I wouldn’t use it. There are free alternatives out there that do a good enough job. If financing was needed, perhaps approaching VUWSA to arrange something could work out.
Q15. Is there anything else you would like to add?
That’s all!
Interview Transcript 2
Interview with CS
Q1. Tell me a bit about what you are studying.
Well I started off this year studying at Unitec in Auckland doing Contemporary Dance. Then I got injured, realised the course wasn’t quite for me, missed home and so returned home, am currently working part time and intend on doing a BA at Vic next year. All in that order.
Q2. Tell me about your interests when you are not studying. Tell me about your social activities in your spare time. Obviously dancing is up there. Being sociable with friends, going shopping, to the movies, and going out to lunch and coffee with friends.
Q3. Do you find it easy to plan events with friends?
Yeah... Yep. Yes. I do!
Q4. Do you find it easy to meet and/or socialise with new people?
Not so much, no.
Q5. How satisfied are you with the services available to meet and plan activities with other students? I don’t really look for them. Facebook is about it really.
Q6. What do you think about online dating services? They seem pretty dodgy. I’d rather meet someone in person.
Q7. What do you think about a social activities planning service (computer application)?
Yeah that would actually be quite cool I reckon!
a. What if it was linked directly to your friends (or a defined social network)?
Helpful and awesome!
Q8. What do you think of a service (application) that specifically caters to university students that allows students with common interests to meet and plan events? That would be good cause it’s kind of hard to just, I don’t know, walk up to random people and become best mates.
a. Would you prefer the service be available for Victoria University students only as a basis to meet people and plan events?
Yeah since I’ll be new to Vic next year, that could be quite useful for familiarising myself with the place and people there. Especially after the sheer size of Auckland and not knowing anyone which was scary. So having it just in the one place would be good.
Q9. Considering such a service (application), what types of social activities and services would you be interested in? Definitely discounted package activities for like movies and social activities in general. Especially croc bike deals. That I would use!
Q10. Considering this service from a personal (dating) perspective, what type of other features or services may be of interest? a. Bodyguards, background checks, chaperones, etc.
Just make it a group date or activity situation. It’s much better to meet people in a group then go one-on-one from there. More secure really. b. Match potential date to common interests.
Yep definitely.
Q11. What platform do you think the application should be available on?
A website would be better. Many, like me, don’t have smart phones.
Q12. What do you think would be the demand for such a service/application?
Well, I reckon it would be high cause like it’s quite hard to meet people by just going up to them, even in group settings. Would especially be good because you know that people taking the same courses as you are likely to have similar interests. This would be a good way to bridge the gap so to speak.
Q13. Would you use this type of service if it were available?
Yep!
Q14. Would you be willing to pay for such a service? (How & how much?) Nope!
Q15. Is there anything else you would like to add?
No that’s all! Was that good or what..?
Interview Transcript 3
Interview with JE
Q1. Tell me a bit about what you are studying.
I am doing a Bachelor of Science in Psychology, minoring in Cell and Molecular Bioscience.
Q2. Tell me about your interest when you are not studying. Tell me about your social activities in your spare time.
I am a youth leader, so I pretty much spend my time organising events for Friday nights. I have a rock and roll night this Friday, which is exciting, so that is what I am planning at the moment ... and other than that, well most of my social events involve church to be honest. I'm also on the cafe, so I do work for that and my personal time I go to the movies quite a bit. I spend far too much money on going to movies with friends. A LOT with movies, DVD nights and stuff.
Q3. Do you find it easy to plan events with friends?
Yeah. I'm kind of an organisation freak, so I like to plan the details
Q4. Do you find it easy to meet and/or socialise with new people?
No. Definitely not.
Q5. How satisfied are you with the services available to meet and plan activities with other students?
Um, fully satisfied. They are more than I actually want to take part in. More than enough.
Q6. What do you think about online dating services?
Still have a huge stigma against it. I think it's weird. Why do you think it is weird?
Because it is artificial. You can plan what you say online, it's not a flowing conversation. You can think about your responses and become someone that you are not.
Q7. What do you think about a social activities planning service (computer application)?
I think that would be really great as an easy way for people to connect. As long as it is organising events that aren't online
a. What if it was linked directly to your friends (or a defined social network)?
Even better.
Q8. What do you think of a service (application) that specifically caters to university students that allows students with common interests to meet and plan events?
Yeah, good. That would be great.
Q9. Considering such a service (application), what types of social activities and services would you be interested in?
Oh gosh, I don't know. Examples? Like stuff to do with school, movies, walks?
Well yeah, to be honest... the ones that, because I am kinda career focused, anything that involves furthering in me in that is really helpful. Like I joined a book club for Psychology so that I could meet some of the post grad students and lecturers, and I really enjoyed that cause that way you are still getting to meet people and have common interests, but you also can give yourself a leg up in getting to know some of the staff. So yeah I really enjoyed that one.
To be honest, for something like meeting new people I wouldn't be like "yay, let's meet up and go to the movies" because I would be thinking they're not my friends. That would feel like a blind date. a) Planned week long vacations, movie festival packages, outdoor activities (e.g. cycling, tramping)
[with friends] Yes
Q10. Considering this service from a personal (dating) perspective, what type of other features or services may be of interest?
But I wouldn't be interested... but hypothetically? Umm being a cheap ass, you could also advertise discounts or deals for such-and-such a restaurant for when you meet up with this person a. Bodyguards, background checks, chaperones, etc.
Background checks, for sure. I don't think you need any bodyguards, as long as you have an escape route. [I know] someone who was having a blind date, but they weren't going out for it. They were having the person come to their house and I was like "Now, you don't have an escape route!" That's weird. b. Match potential date to common interests
Well, that would be preferable. Makes it readier.
Q12. What do you think would be the demand for such a service/application?
I don't know. It's becoming more popular now, but I'm still quite biased though to think that maybe 25% of people in uni might use something like that, but I could be completely wrong. (in relation to the dating aspect of the service)
Q13. Would you use this type of service if it were available?
No (for the dating service) a. But for the other events part?
The rest of it, I would. I mean I already use this stuff that is available now... not the online stuff, but the Science ball that is advertised and the quiz nights and stuff like that. I would use those, and if in one application it would make it easier.
Q14. Would you be willing to pay for such a service? (How & how much?)
Include it in the student levy and I wouldn't care about it. If you had to pay for is physically separately, then no I probably wouldn't, but as soon as you lump it in together with all the other student services that get offered then I wouldn't care. Mainly because Studylink pays for it now and I just worry about it later. a) So would you want it to be a one-off fee?
Yeah, yeah. Hate weekly payments and monthly subscriptions
Q15. Is there anything else you would like to add?
No.
Interview Transcript 4
Interview with SH
Q1. Tell me a bit about what you are studying.
I study a law degree and a BA. Second year of the law degree and the BA is a bit mish-mash, I’m just doing what interests me; I’ve done politics, history, philosophy. Politics is my major at the moment but I’m considering picking up creative writing next year just because my BA is whatever interests me at the time. Q2. Tell me about your interest when you are not studying. Tell me about your social activities in your spare time.
They’re not as varied as I’d like them to be. Uni life kind of sucks everything up. Probably if I’m not studying or doing uni related things, I’ll just be hanging out with my flatties or mates, going to the gym, cooking dinner, that kind of thing. Playing video games, watching TV, occasionally when there’s more time, we like to organise activities and events but realistically it’s a studying and partying, and not much else, lifestyle. Q3. Do you find it easy to plan events with friends?
Pretty easy, in this day and age. Q4. Do you find it easy to meet and/or socialise with new people?
My whole life I’ve been through primary school, highschool, with the same group of people. And when I moved to Wellington and was in a hostel, I already knew a bunch of people. It’s kind of an artificially easy way to meet new people. And from there, I’ve had a base of heaps of people I know. I have met heaps of new people, especially now that I’m flatting, but I don’t really know whether it’s easy or hard, because it just happens. I’m not that proactive at seeking out new friends. Q5. How satisfied are you with the services available to meet and plan activities with other students?
Through the university? Or just in general? I mean, VUWSA and stuff, they’re good. I view them as good opportunities like the clubs and things like that if you want to get involved. I’ve actually been involved on the organisational side of that kind of thing through some work for the uni like organising events for first years. It does work, for the people who want to take up the opportunity, but I’ve never been one to take up those opportunities myself, they’re not really for me. So I wouldn’t say I’m dissatisfied, I’m just quite passive. I know they’re there, and they seem to do their purpose pretty well.
a. And the whole idea of social networking, for meeting people and planning activities?
Facebook events are the key way to do it these days. I don’t actually have facebook anymore, but that’s sort of for different reasons. In terms of events, I am quite the organiser amongst my friends. I feel like the value of event organisation has almost been destroyed by the ease of use of facebook. You create a facebook event and that’s just the standard way anyone would create an event since facebook is integrated into everyone lives and it’s easy, it’s a platform that everyone is connected to. But because of that, people don’t put much time or effort or thought into it. You invite people, they click attending and then they won’t attend. I don’t feel like I’ve missed out on being invited to or organising events by not having facebook. If you really want to make something happen, you have to face to face communicate with a bunch of people. Q6. What do you think about online dating services?
I’ve never been involved in them to be honest; I think they’re quite cool. I’m a big fan of the openness of the internet connecting people. Something that you might not be able to find in person, you can find online, such as other like-minded people and I guess that extends to online dating. Again, I’ve never felt the urge or the need to do online dating but I know people that it has worked for. I don’t look down on it, but I’ve never considered it, I probably could. It feels like extra effort, I’d rather do other things with my time because I’m not worried about meeting people. Q7. What do you think about a social activities planning service (computer application)?
Would it be any different to facebook events? a. What if it was linked directly to your friends (or a defined social network)?
That would work probably better because no one can be bothered signing up to another network that provides them with the same service I guess. I wouldn’t want to be dealing with large lists of people. I think if it’s something separate from facebook, event planning could regain value again. Q8. What do you think of a service (application) that specifically caters to university students that allows students with common interests to meet and plan events?
See, that would be quite cool I think. Facebook was initially just for uni students, more low-key. I really couldn’t predict how much people would use it, which is a key issue. There is a space for it though, reaching out to people who you have things in common with at uni, but you don’t actually know them. There’s un-tapped potential there.
a. Would you prefer common interests or common study, as a basis to meet people and plan events?
Both I guess, just list what you study as an interest. What you study doesn’t define anyone, but it is an easy way to group people together. Q9. Considering such a service (application), what types of social activities and services would you be interested in?
I’d probably be too lazy to do that. I don’t want to sound arrogant but I’ve got plenty of friends I could do that with. I’m not seeking vast quantities of friends. Theoretically, I think it would be good especially for study groups and sporting, outdoor activity kind of stuff. Q10. Considering this service from a personal (dating) perspective, what type of other features or services may be of interest? b. Bodyguards, background checks, chaperones, etc.
If it was an official thing through the uni, that would take away the weird, anonymous, and a little bit scary aspect of the internet, if you had it through a uni service, everything would be relatively accountable and you wouldn’t have to worry about the background checks. And I’m not worried about bodyguards, that’s not of interest. c. Match potential date to common interests.
No comment aye, I don’t know. I’d be more interested in the group things. That being said, I’m sure there’s value in the dating side of it, it’s just not what I’d personally be in to.
Q11. What platform do you think the application should be available on?
Just an internet thing, and give it a smartphone app. I don’t have a smartphone.
Q12. What do you think would be the demand for such a service/application?
I don’t know. From my experience, working with first year students, the kind of people who want to be really social have figured out how to do it themselves and they are content with what they’re doing. And then the kind of people who might want more, but aren’t sure how to go about it, might not want to go out of their comfort zone. This kind of structured thing doesn’t make it any easier I think, it seems a bit awkward or forced and that’s not what you want for a social thing, you want comfortable and casual.
Q13. Would you use this type of service if it were available?
Probably not.
Q14. Would you be willing to pay for such a service? (How & how much?)
No. Even if I was going to use it, I still wouldn’t pay for it. There are free alternatives.
Q15. Is there anything else you would like to add?
No, that’s me I think.
Appendix B: Results Analysis Table | Theme | Attributes/ Features/ Characteristics (positive + or negative -) | Quote (page, line) | The service proposal is a good idea. | * (+) Direct event planning with friends and people with similar interests. | * “Yeah that would probably be good... It could be a better way of organising to meet up with friends.” (JV, p8., L35-37) * “Yeah that would actually be quite cool I reckon!” (CS, p.11, L116) * “I think that would be really great as an easy way for people to connect.” (JE, p.15, L191) * “There is a space for it though, reaching out to people who you have things in common with at uni, but you don’t actually know them. There’s un-tapped potential there.” (SH, p.20, L312-314) | | * (+) Combines valuable features from a range of existing services (like VUWSA and Facebook) into one interface. | * “It could be quite a useful hub for finding out what’s going on at uni.” (JV, p.9, L57) * “I would use those, and if in one application it would make it easier.” (JE, p.17 L238-239) | | * (+) Match people for group activities (or dates) by common interest. | * “...certainly having a common interests feature would make activities more relevant.” (JV, p.9, L45) * “Would especially be good because you know that people taking the same courses as you are likely to have similar interests.” (CS, p.13, L150-151) | | * (+) Security. | * “If it was an official thing through the uni- that would take away the weird, anonymous and a little bit scary aspect of the internet...everything would be relatively accountable.” (SH, p21., L331-333) | | * (+) Organisation of outdoor/ sport based group activities such as tramping trips. | * “...Organising tramps with keen people would be cool. I’d generally like outdoor and sports group activities to be coordinated through it.” (JV, p.9, L55-56) * “I think it would be good especially for study groups and sporting, outdoor activity kind of stuff.” (SH, p.20, L323-324) | | * (+) Package and discount activities, for movies, restaurants, etc. | * “Definitely discounted package activities for like movies and social activities in general.” (CS, p.11, L132) | | * (+) Study groups. | * “Study groups could also be worthwhile; especially if it lets you get in touch with people in your courses who are keen on the idea.” (JV, p.10, L80-81) | Service platform. | * (-) Smart phone application | * “A website would be better. Many, like me, don’t have smart phones.” (CS, p.13, L146) * “Just an internet thing, and give it a smart phone app. I don’t have a smart phone.” (SH, p.21, L339) | Availability of the service. | * (+) Available for Victoria University students only. | * “I think that would probably be a more feasible and convenient way of running things. Otherwise it would be too tough to coordinate events.” (JV, p.9, L49-50) * “Since I’ll be new to Vic next year, that could be quite useful for familiarising myself with the place and people there.” (CS, p12, L126-127) | Uncertainty about dating service features. | * (+) Group activities provided as a better basis to meet people. | * “I’d pass on that whole dating idea. That can happen more naturally through group activities.” (JV, p.10, L82) * “I’d rather meet someone in person.” (CS, p.11, L113) * “Just make it a group date or activity situation. It’s much better to meet people in a group then go one-on-one from there. More secure really.” (CS, p.12, L140-141) | | * (-) Bodyguards/ Chaperones | * “I don't think you need any bodyguards, as long as you have an escape route.” (JE, p16, L221-222) * “I’m not worried about a bodyguard, that’s not of interest.” (SH, p.21, L332-333) | Proposed service too similar to current offerings. | * (+) Differentiate to existing services to create awareness. | * “...Wouldn’t it be similar to the club services VUWSA organise? It would have to be different to that I guess, perhaps with broader uses?” (JV, p8, L44) * “VUWSA and stuff, they’re good. I view them as good opportunities like the clubs and things like that if you want to get involved.” (SH, p.19, L275-276) | Payment for service. | * (-) Payment for service. | * “Even if I was going to use it, I still wouldn’t pay for it. There are free alternatives.” (SH, p.21 L351) | | * (+) Financed through student fees or VUWSA funding. | * “Include it in the student levy and I wouldn't care about it.” (JE, p.17, L242) |
Appendix A: Decision Tree (example only)
References
Abram, C., & Leah, P. (2010). Facebook for Dummies. Indianapolis: Wiley Publishing, Inc.
College Board and Art & Science Group. (2009). Social Networking Sites. Retrieved August 9, 2012, from CollegeBoard: http://professionals.collegeboard.com/data-reports-research/trends/studentpoll/social-networking
Educational Institutions, VUW. (2012). Retrieved August 10, 2012, from Educated New Zealand: http://www.newzealandeducated.com/int/en/institution/8
Jackson, S. E. (2010). New media: debunking the myths. The Journal of Business Strategy, 31(1), 56-58. doi: 10.1108/02756661011012787
NZ Dating. (2012, August 9). About NZ Dating. Retrieved August 11, 2012, from NZ Dating: http://www.nzdating.com/general/about.aspx
Zikmund, W. G., Ward, S., Lowe, B., Winzbar, H., & Babin, B. J. (2011). Marketing Research, Second Asia-Pacific Edition. Albany: Cengage Learning.
RESEARCH LOG No. | Information Source with Complete APA Citation | Contribution to your research (the reason why this source is relevant to your research) | Evaluation of source (Accurate, Current, Objective, Credible) | 1. | Geron, T. (2009). Date sites get more social. Wall Street Journal Eastern Edition. Retreived 12 August, 2012, from AB/Inform database | This article expresses that combining social networking and online dating can create casual connections opposed to connections leading to marriage.Such a feature is attractive to young people, especially those more interested in meeting new people. | The source is relatively recent and credible since the source is WSJ, a well known and reputable international daily newspaper.The objective of the article was to emphasise the increasing link between social networking and online dating. | 2. | Valkenburg, P., & Peter, J. (2007). Who visits online dating sites? Exploring some characteristics of online daters. CyberPsychology & Behavior, 10(6), 849-852. | This article presents statistics of the most active online daters, providing insights into dating anxiety and Internet dating. Provided information regarding single Internet users and use of online services, which was useful to explore potential online services. | This article was published in an academic, peer reviewed journal, by two respected researches (with PhDs). The sample included 50% females, from a sample size of 367, and is relatively current. | 3. | Gunter, B. (2008). Internet dating: A British survey, Aslib Proceedings, 60(2), 88-98. | Provided information regarding the use of online dating services and the factors involved in choosing services. | Conducted by the Department of Media and Communications at the University of Leicester. A comprehensive survey completed by 3,844 UK based people, and is relatively current. | 4. | Euromonitor International (n.d.). Consumer lifestyles New Zealand: Tertiary education. Euromonitor International from Statistics New Zealand, 1-2. Retrieved 12 August, 2012 from Global Market Information database | Provides useful information concerning the different types of tertiary institutes in New Zealand. | Based on the most recent 2006 New Zealand population census, Statistics New Zealand. Accuracy and credibility confirmed by use of Statistics New Zealand data. Euromonitor International is a well-known, international reputable research company.The study objective was to provide insight into the New Zealand tertiary sector. | 5. | Fass, A. (2003). Sex and the City. Forbes New York, 171(4), 109. Retrieved 12 August 2012 from ABI/Inform database. | Provides insight into the potential success of offering all-inclusive one-week long vacations. Despite being an older article, generic elements still hold, considering some dating services continue to offer events such as speed dating, wine tasting and other events as part of their service. | Based on real-life events, credibility and accuracy based on Forbes reputation. | 