Marketing Research Focus Group Project - Objective 1: To better understand what factors motivate the decision to become a Winnipeg Goldeyes season ticket holder

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Reece Berg1140947December 02, 2011 Marketing Research Focus Group Project The Winnipeg Goldeyes previously played in the Northern League and now play in the American Association, where they were named the American Association organization of the year for the 2011 season (source: www.goldeyes.com --> NEWS --> News Releases --> Goldeyes selected organization of the year), as award they previously won in the Northern League in 2003, 2004, 2006, 2008, and 2009. Furthermore, Goldeyes average game attendance was higher than all independent professional baseball teams for the 10th time in 11 seasons and the Goldeyes led the American Association league in total attendance  (source: www.goldeyes.com --> NEWS --> News Releases --> Goldeyes tops in attendance again). While changes are required, it is important to recognize these accomplishments. Objective 1: To better understand what factors motivate the decision to become a Winnipeg Goldeyes season ticket holder (subsequently referred to as a 'season ticket holder')  or a purchaser of Winnipeg Goldeyes regular tickets or mini-packs (subsequently referred to as a 'non-season ticket holder').The significantly larger cost associated with becoming a season ticket holder, relative to that which is associated with becoming a non-season ticket holder, necessitates that further investigation into what motivates the aforementioned decisions be conducted. Winnipeg Goldeyes season ticket purchases provide a valuable source of predictable income for the Winnipeg Goldeyes, since season tickets are prepaid in full.Objective 2: To better understand what factors motivate the decision to attend or not attend a Goldeyes game for which game tickets have been purchased for both  season ticket holders and non-season ticket holders. Season ticket holders have, with their purchase of season tickets, essentially purchased a regular ticket for each Winnipeg Goldeyes home game in a particular location (section, row, seat). Viewing season ticket purchases this way allows for the comparison between season ticket and non-season ticket holder's subsequent game attendance to be made and for further probing into the motivations behind each group's decision to attend or not attend the game.Objective 3: To better understand how season ticket holders differ from non-season ticket holders, in particular, with respect to their propensity to purchase
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memorabilia and concessions when they attend a Winnipeg Goldeyes game.Season ticket holder concession and memorabilia purchases provide a large opportunity for revenue growth, as does an increased understanding of what motivates non-season ticket holders to make concession and memorabilia purchases (especially families). Objective 4: To better understand what competing entertainment is being consumed by season ticket holders and non-season ticket holders. Recent years have seen Winnipeg Goldeyes game attendance drop. This trend is not a sustainable long term option for the organization and is believed to result, at least in part, from increasing availability and increased interest in alternative forms ...

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