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20102010

Presented by: Danielle Russell, Edward McDonald, Ethan Trusten, Kevin Gledhill and Steven Raphaelson

A Marketing Research Report to Determine On Campus

Entertainment Options That Could Better Serve The

Students of Franklin Pierce University

IntroductionIntroduction• The purpose of this study is to determine The purpose of this study is to determine

alternative entertainment options for students alternative entertainment options for students that would better serve the Franklin Pierce that would better serve the Franklin Pierce University community which live on campus.University community which live on campus.

• Given the fact that the cable distribution system is Given the fact that the cable distribution system is limited to a recommended number of 50 channels, limited to a recommended number of 50 channels, this system needs to constantly be monitored in this system needs to constantly be monitored in order to provide the best options. order to provide the best options.

Problem StatementProblem StatementResearch is necessary to determine if there is a Research is necessary to determine if there is a demand for more cable television channel options demand for more cable television channel options for Franklin Pierce University students living on-for Franklin Pierce University students living on-campus, in Rindge, NH. campus, in Rindge, NH.

Research ObjectivesResearch Objectives

(1)(1) Determine the cost of adding channels to the Determine the cost of adding channels to the University’s cable package.University’s cable package.

(2) Identify the channels students would want to add. (2) Identify the channels students would want to add.

(3) Compare Franklin Pierce University’s cable (3) Compare Franklin Pierce University’s cable package, provider, and cost with surrounding package, provider, and cost with surrounding colleges and universities.colleges and universities.

(4) Investigate if demographic student profiles (4) Investigate if demographic student profiles correlate with channel preferences and costs. correlate with channel preferences and costs.

Literature ReviewLiterature Review The FP community currently has less than 44 working The FP community currently has less than 44 working

channels including out of date channels. channels including out of date channels. 44

The Keene State cable channel package has 80 The Keene State cable channel package has 80

channels that students are able to choose from. channels that students are able to choose from. 55

The Fitchburg State cable package includes 115 The Fitchburg State cable package includes 115

channels, they also provide an online TV schedule. channels, they also provide an online TV schedule. 33

Saint Anslem has a total of 81 channels that the Saint Anslem has a total of 81 channels that the

students can watch.students can watch. 11

Literature Review Literature Review ContinuedContinued

Colby-Sawyer utilize the expanding world of Colby-Sawyer utilize the expanding world of technology and offer students the chance to use technology and offer students the chance to use a Comcast Cable box, which the students pay for. a Comcast Cable box, which the students pay for. 88

Nielsen Media Research study stated college Nielsen Media Research study stated college students’ viewing habits are very different from students’ viewing habits are very different from the traditional 18-24 year old age bracket, the traditional 18-24 year old age bracket, college students tend to watch a lot more college students tend to watch a lot more television after 11PM than the traditional 18-24 television after 11PM than the traditional 18-24 year old.year old.

99

Students today base much of the decision of Students today base much of the decision of where to attend college on the level of where to attend college on the level of technology available on campus. technology available on campus.

1010

MethodologyMethodologyProblem IdentificationProblem Identification As a small campus students are looking for more As a small campus students are looking for more

options for entertainment while on campus. With options for entertainment while on campus. With a choice of just under 50 channels on campus, a choice of just under 50 channels on campus, students at Franklin Pierce do not have nearly as students at Franklin Pierce do not have nearly as many cable options as surrounding institutions many cable options as surrounding institutions have on campus.have on campus.

Development of SurveyDevelopment of Survey cover all of the problem areas that the school’s cover all of the problem areas that the school’s

cable options have currently presented. cable options have currently presented. Developed to answer the questions that IT, Jim Developed to answer the questions that IT, Jim

Earl and the researchers felt would best help the Earl and the researchers felt would best help the future options for cable that is offeredfuture options for cable that is offered

Methodology ContinuedMethodology ContinuedDefinition of PopulationDefinition of Population The college at Rindge consists of 1,391 The college at Rindge consists of 1,391

undergraduate students undergraduate students

* 1,162 are students living on campus* 1,162 are students living on campus

Sample SizeSample Size 160/1,162 students living on campus 160/1,162 students living on campus

*40 people of each class standing *40 people of each class standing – 20 females & 20 males from the 20 females & 20 males from the

freshman, sophomore, junior and senior freshman, sophomore, junior and senior classes classes

Methodology ContinuedMethodology ContinuedData Collection MethodData Collection Method The researchers used the non-probability The researchers used the non-probability

convenience method. convenience method. The researchers also used a quota sampling The researchers also used a quota sampling

method based on gender and class standing.method based on gender and class standing. The research team handed out surveys to The research team handed out surveys to

students in the residence halls (Mount students in the residence halls (Mount Washington, Edgewood, New Hampshire, Washington, Edgewood, New Hampshire, Northwoods and Lakeview), classrooms, and Northwoods and Lakeview), classrooms, and bubble during the middle of November 2010.bubble during the middle of November 2010.

MethodologyMethodology ContinuedContinued

AssumptionsAssumptions The research team assumes that the respondents The research team assumes that the respondents

will answer all of the questions with honesty. will answer all of the questions with honesty.  Respondents at some point have watched Respondents at some point have watched

Franklin Pierces Cable channels. Franklin Pierces Cable channels. 

LimitationsLimitations TimeTime Small Sample SizeSmall Sample Size

Question 1:Question 1:How many hours a week do you watch How many hours a week do you watch

television while on campus?television while on campus?

Question 2:Question 2:What time of day do you watch TV most What time of day do you watch TV most

often?often?

Question 3:Question 3:What is your favorite TV channel?What is your favorite TV channel?

Question 3 (cont.):Question 3 (cont.):What is your favorite TV channel?What is your favorite TV channel?

Question 4:Question 4:Would you like to see a TV guide Would you like to see a TV guide

channel offered?channel offered?

Question 5:Question 5:I am currently happy with the Cable TV I am currently happy with the Cable TV

entertainment options.entertainment options.

Question 5:Question 5:I would like more Cable TV options.I would like more Cable TV options.

Question 6:Question 6:What type of TV programs are you What type of TV programs are you

interested in?interested in?

Question 7:Question 7:Please check 6 TV channels you would Please check 6 TV channels you would

like to see offered.like to see offered.

Question 8: Question 8: What is your gender?What is your gender?

Question 9: Question 9: What is your current class standing?What is your current class standing?

Question 10: Question 10: Where do you live on campus?Where do you live on campus?

Cross Tabulation #1:Cross Tabulation #1:Females and TV Program InterestsFemales and TV Program Interests

Cross Tabulation #2:Cross Tabulation #2:Class Standing and Hours of TV Class Standing and Hours of TV

Watched a WeekWatched a Week

Cross Tabulation 3&4:Cross Tabulation 3&4:

Gender and ABC FamilyGender and ABC Family Gender and Animal PlanetGender and Animal Planet

Cross Tabulation 5&6:Cross Tabulation 5&6:

Gender and Food NetworkGender and Food NetworkGender and Lifetime Movie Gender and Lifetime Movie

NetworkNetwork

Cross Tabulation 7&8:Cross Tabulation 7&8:

Gender and FOX Movie Gender and FOX Movie ChannelChannel

Gender and CBS College Gender and CBS College SportsSports

DiscussionDiscussion According to a study used in the literature review, college According to a study used in the literature review, college

students between the ages of 18-24 were more likely to students between the ages of 18-24 were more likely to watch television after 11pm. watch television after 11pm.

**This contradicted our study, as we found that out of This contradicted our study, as we found that out of the sample size of the sample size of students that our team surveyed, 35.6% students that our team surveyed, 35.6% watch television late at night. watch television late at night.

According to the Neilson survey, college students said According to the Neilson survey, college students said that they watch 30+ hours of television per week. that they watch 30+ hours of television per week.

**This is drastically different from our results, as we This is drastically different from our results, as we found out that only found out that only 5.6% of students surveyed watch 5.6% of students surveyed watch over 26+ hours of television. over 26+ hours of television.

*Our survey found that the highest percentage of time *Our survey found that the highest percentage of time spent watching spent watching television, at 31.2% of students, was television, at 31.2% of students, was between 0-5 hours per week.between 0-5 hours per week.

According to a survey conducted by “Careers & Colleges”, According to a survey conducted by “Careers & Colleges”, Comedy Central was one of the most popular television stations Comedy Central was one of the most popular television stations among the students surveyed. among the students surveyed.

*Our results support this study, as we found that 75% of the *Our results support this study, as we found that 75% of the students surveyed enjoyed watching comedic programming. students surveyed enjoyed watching comedic programming.

According to a survey conducted by “Careers & Colleges”, ESPN According to a survey conducted by “Careers & Colleges”, ESPN was regarded as one of the more popular stations as well. was regarded as one of the more popular stations as well.

*Our results support this study as well, as we found that *Our results support this study as well, as we found that 65% 65% of the of the students surveyed enjoyed watching sports students surveyed enjoyed watching sports programming. programming.

Discussion ContinuedDiscussion Continued

ConclusionsConclusions• It is clear that students are unhappy with the on campus cable

entertainment provided.

• Simple solutions can be put in place in order to better the Franklin Pierce University on campus cable television options.

• Students would like to see the following offered: ABC Family, Food Network, Animal Planet, Lifetime Movie Network, Fox Movie Channel, and CBS College Sports.

• There would be no additional charge to add the six new channels.

RecommendationsRecommendations

(1) (1) The IT department/Franklin Pierce University should The IT department/Franklin Pierce University should hire a qualified individual to oversee the on campus hire a qualified individual to oversee the on campus entertainment options for students. entertainment options for students.

* This would ensure that as channels change, * This would ensure that as channels change, updates will be updates will be made in a timely manner. made in a timely manner.

(2) (2) An online TV Guide, that covers all of the channels An online TV Guide, that covers all of the channels offered, should be put in place. offered, should be put in place.

(3) (3) ABC Family, Food Network, Animal Planet, Lifetime ABC Family, Food Network, Animal Planet, Lifetime Movie Network, Fox Movie Channel, and CBS College Movie Network, Fox Movie Channel, and CBS College Sports should all be added to the Franklin Pierce Sports should all be added to the Franklin Pierce University Cable TV options.University Cable TV options.

ReferencesReferences1.) Campus Cable TV Channels : Saint Anselm College. (2010, October 4). 1.) Campus Cable TV Channels : Saint Anselm College. (2010, October 4).

Retrieved from <http://www.anselm.edu/ Retrieved from <http://www.anselm.edu/ CurrentStudents/Information-Technology/Campus-Cable-TV-Channels.htm>CurrentStudents/Information-Technology/Campus-Cable-TV-Channels.htm>

2.) Campus televideo. (2005). Retrieved from http://www.campustelevideo.com/2.) Campus televideo. (2005). Retrieved from http://www.campustelevideo.com/

3.) Fitchburg State University Offices and Services Falcon Cable Television [Data Files] 3.) Fitchburg State University Offices and Services Falcon Cable Television [Data Files]

Retrieved from http://tvlistings.zap2it.com/tvlistings/ZCGrid.do?method=decideRetrieved from http://tvlistings.zap2it.com/tvlistings/ZCGrid.do?method=decide

FWDForLineup&zipcode=01420&setMyPreference=false&lineupId=MA61283:-FWDForLineup&zipcode=01420&setMyPreference=false&lineupId=MA61283:-

4.) Fpu cable tv listings. (2010, October 06). Retrieved from http://eraven.franklinpierce.edu4.) Fpu cable tv listings. (2010, October 06). Retrieved from http://eraven.franklinpierce.edu

/s/dir/cable.pdf/s/dir/cable.pdf

5.) Keene State College Residential Life. (2010 Movie Schedule [Data Files]. Retrieved5.) Keene State College Residential Life. (2010 Movie Schedule [Data Files]. Retrieved

From http://www.keene.edu/reslife/movieschedule.cfmFrom http://www.keene.edu/reslife/movieschedule.cfm

6.) Looking for Channel Listings? (2010, October 4). Retreived from Comcast Official Site |6.) Looking for Channel Listings? (2010, October 4). Retreived from Comcast Official Site |

High Speed Internet, Cable, Phone Service Provider.High Speed Internet, Cable, Phone Service Provider.

<https://www.comcast.com/Customers/Clu/ChannelLineup.ashx?area=0><https://www.comcast.com/Customers/Clu/ChannelLineup.ashx?area=0>

  

7.) Normandin, J. (2010). Information on cable tv system. Unpublished raw data, IT 7.) Normandin, J. (2010). Information on cable tv system. Unpublished raw data, IT

Department, Franklin Pierce University, Rindge, NHDepartment, Franklin Pierce University, Rindge, NH

8.) Office of residential education. (2010, April 28). 8.) Office of residential education. (2010, April 28).

Retrieved from http://www.colby-sawyer.edu/campus Retrieved from http://www.colby-sawyer.edu/campus life/residential_ed/current/hallclosing.htmllife/residential_ed/current/hallclosing.html

9.) Fitzgerald, K. (2007). Campus viewing stirs a rumpus. 9.) Fitzgerald, K. (2007). Campus viewing stirs a rumpus. Advertising AgeAdvertising Age, , 7878(15), (15),

Retrieved from http://web.ebscohost.com/ehost/detail?vid=11&hid=12&sid=516c Retrieved from http://web.ebscohost.com/ehost/detail?vid=11&hid=12&sid=516c a83063540e0a349520ef06fcc63%40sessionmgr13&bdata=JnNpdGU9ZWhvc3QtbGla83063540e0a349520ef06fcc63%40sessionmgr13&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#db=aph&AN=246302952ZSZzY29wZT1zaXRl#db=aph&AN=24630295

10.) Mavrogeanes, R. (2002). Ethernetv replaces plain old cable. 10.) Mavrogeanes, R. (2002). Ethernetv replaces plain old cable. Community College Community College WeekWeek, , 1414(15), Retrieved from (15), Retrieved from

http://web.ebscohost.com/ehost/detail?vid=14&hid=12&sid=516cba83 http://web.ebscohost.com/ehost/detail?vid=14&hid=12&sid=516cba83 063540e0a349520ef06fcc63%40sessionmgr13&bdata=JnNpdGU9ZWhvc3QtbGl2ZS063540e0a349520ef06fcc63%40sessionmgr13&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#db=aph&AN=6380660ZzY29wZT1zaXRl#db=aph&AN=6380660

11.) What's hot on campus. (2007). 11.) What's hot on campus. (2007). Careers & CollegesCareers & Colleges, , 2727(4), Retrieved from (4), Retrieved from http://web.ebscohost.com/ehost/detail?vid=24&hid=12&sid=516cba83-0635-40e0-http://web.ebscohost.com/ehost/detail?vid=24&hid=12&sid=516cba83-0635-40e0-a349-a349-520ef06fcc63%40sessionmgr13&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaX520ef06fcc63%40sessionmgr13&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#db=aph&AN=31422827Rl#db=aph&AN=31422827

References ContinuedReferences Continued

Any questions, comments or Any questions, comments or suggestions? suggestions?

Thank you for coming to our presentation!!!