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분야
docx2. Research Objective
3. Focus Group Interview
4. Survey design
5. Recommendations
Variables:
- Movie : Frequency of watching movies, Through what kind of media, Influences in watching movies, Date & Time
- Cinema : Frequency of going to cinema, Companions they take to cinema, What triggers them to go to cinema, What stops them from going to cinema, Price of watching movie in cinema, Whether they know about how to use discounts, Usage of those discounts
- Leisure : How many hours of leisure time, What type of leisure, How much they are willing to pay to go to cinema compared to their leisure, Whether they have social gatherings, What type of social gathering, Activities before or after watching a movie
- Target : Age, Job, Social activity
- Samples : 96 women from ages 40 to 59 (total 99 samples, 3 were found default)
Survey Analysis
a) Segmentation:
- For segmentation, we first categorized our participants into three groups. As the table below shows, we chose ‘Frequency of watching movies’ and ‘Frequency of going to cinema’ as our main criteria. Frequency of watching movies tells us how much our target has interest
