Haunted Hills Demon Run

Survey Market Research and Data Analysis

MRKT - 3055
Dr. Fruzzetti
By: Juliana Indeglia, Alexa Hill & Michael Maffucci

Table of Contents

Chapter 1:
Introduction
. 2
Nature of
study
2
Research
question/hypothesis
. 2
Variables
. 3
Value of
study
.. 4
Chapter 2: Secondary Data
Research 5
Chapter 3:
Methodology
. 6
Method of
communication
... 6

Sample
size
7
Sampling
method
... 7
Population
definition
.. 7
Copy of
survey
. 8
Justification of
questions
11
Chapter 4: Data
Analysis
19
Frequency distributions (Demographics)
... 19
Chapter 5: Conclusion and
Recommendations.. 27

Resolution of hypothesis..
.. 27
Conclusions
28
Marketing
strategy/recommendations
. 29
Changes
. 31
Bibliography
.. 34

Chapter 1: Introduction
Nature of Study:
Each year, Cumberland, Rhode Islands Diamond Hill Park is host
to one of the states many haunted attractions, Haunted Hill. The
attraction runs from the first weekend of October to the last. While the
last weekend of October marks the current seasons closing of the
attraction, it is also the same time in which the trail is transformed
overnight into a 5K course for Haunted Hills annual Demon Run. The
5K course that is constructed for one day only, incorporates the
haunted trail itself, which paves its way through the Diamond Hill Park
woods. Along with the utilization of the trail, twenty-five physically

challenging and thirteen Halloween-themed obstacles are added to

make the run difficult yet thrilling. Runners are encouraged to dress up
for a chance to win a special prize for best costume.
While Haunted Hill itself is very successful and has been running
for more than ten years, the Demon Run has not proved as
comparable. Within the past three years of operation, the 5K family-fun
event has received a maximum of 250 participants at a time.
Research Question/Hypothesis:
After considering the Demon Runs various contributing
components, we have been brought to the hypothesis that the
determining factor for its lack of success is inconsistent promotion.
While we figure there is deficiency in promotion as a whole, we also
believe the events current advertising may be targeted to the wrong
segment entirely. While we do not believe that the product itself is
contributing to its lack of success, it is reasonable to hypothesize that
it could part of the issue at hand. From this point, we plan to conduct
the research necessary in order to make appropriate market
suggestions for the Demon Runs owner and operator.
Variables:
In order to get results that will make a positive contribution to
this study, it is necessary to focus on specific demographics, attitudes,

and behaviors. A long list of demographics has been narrowed to age,

gender and number of children as well as level of athleticism.
This study will measure our participants attitude towards the
following general factors: Halloween themes, obstacle courses,
physical challenges and dressing in costume. We also found it
beneficial for the survey to determine how important people feel
certain components of a 5K are, including location, parking, food,
beverages, music, awards and overall fun.
Human behavior of course determines how one will act, what
they may be more likely to participate in and with whom. With this
being said, we will focus on multiple human behaviors that will provide
insight on how to tailor the Demon Run in the long run. For this we
want to know how likely people are to attend events with all of the
following people/groups of people: family, close friends, coworkers as
well as by themselves. We will ask how far (in miles) one is willing to
drive for an event or activity and on average, how much money they
would like to spend. Our survey will also ask how often the participant
runs, if they do at all as well as if they have participated in a 5K in the
past or would consider it in the future. The final behavioral component
that will contribute to our study is how likely the respondents are to
participate in an event if it benefits charity.
Value of Study:

The most crucial contributing component to a brands success is

its customers. As a brand, the Demon Run does not have nearly as
many customers or participants as its operator would like, leaving him
faced with the question, why?
At the moment, the race is not doing well enough to provide a
reason to continue on. We know that this is due to the lack of customer
base but what we do not know is why there is a lack of customer base.
This study will address many different variables that determine what
increases the likelihood of one attending a general event, a 5K or the
Demon Run specifically. Each question asked on our survey will provide
insight into what people expect from an event such as free food and
beverages or the convenience of the location and parking. The study
will address factors that can be seen as decision makers such as the
cost of the event and how far away it is.
This research study will determine not only what people want
from an event but also, who is more likely to attend the Demon Run.
The point of conducting this survey is to analyze the responses to find
out whom the Demon Run appeals to the most. Once we know what
demographic is most likely to participate in the Demon Run, we can
recommend who the owner/operator should be advertising and
promoting to. With the results from this study, the race can offer the
right price, the right product and the right place to the right people,
bringing in more runners than ever before.

Chapter 2: Secondary Data Research

With there being so much competition in Rhode Island and
Massachusetts for 5K races, it is important to look at what other runs
are doing and offering in comparison to the Demon Run. Because there
are so many 5K runs within the state we chose to narrow our focus to a
few more popular ones including the Resolution 5K Beach and Trail
Race, Beat the Chill, Climb the Hill, BoldrDash and F.I.T. Rock 5K
Trail Run (All Rhode Island 5Ks).
The Resolution 5K Beach and Trail Race takes place in
Narragansett, Rhode Island, along Scarborough State Beach. The run
offers no amenities and cost $10/person (in advance), $20 for families
of 2 or more (in advance), $15/person (day of) and $30 for families of 2
or more (day of). While the event does not offer anything to its
runners, it is cheaper than the Demon Run and offers an inexpensive
group rate for families of any size (2015 Resolution 5K).
The Beat the Chill, Climb the Hill 5K is a downhill and uphill trail
located in Wakefield, Rhode Island. Much like others, the race has in
advance and day of ticket rates for different age groups. For adults
over the age of 18, rates are $20 (in advance) and $25 (day of). For
those under 18, the cost is $15 (in advance) and $20 (day of). The race
has no charity benefit but offers creative and fun amenities for its
runners like music, raffles and a photo booth (All Rhode Island 5Ks).

BoldrDash is possibly the most successful 5K, obstacle course

in Rhode Island. The race has no designated location for they build
their courses all around Rhode Island including on the beach. It costs
much more than the Demon Run starting at $55 and reaching as much
as $71 depending on when one registers. They offer different amenities
such as t-shirts, medals, drinks and beverages depending on the event
and 100% of their proceeds are donated to local charities and
organizations. The BoldrDash race partners with local businesses as
a promotional effort in exchange for volunteer work (BoldrDash).
Possibly the Demon Runs biggest competitor besides
BoldrDash is the F.I.T. Rock 5K Trail Run. This event is located at
the Monastery Park in Cumberland, Rhode Island and offers an all ages
trail run as well as a kids run. The cost of registration ranges from $15
- $25 based on time of race signup (Eventbrite). It is unknown if they
participate in any charity benefit but its location along with a similar
event offering make this race a strong competitor for the Demon Run.

Chapter 3: Methodology
Method of Communication:
Due to lack of sufficient time and resources, our primary method
of communication was to administer all 100 surveys through Facebook.
With no specified target market, posting the survey on a general
platform and offering it to anyone was most likely to guarantee

responses from multiple different demographics. Facebook users

ability and willingness to share the survey with other Facebook friends
allowed us to gather an abundance of responses in a short period of
time.

Sample Size:
In accordance with the needs of the client, the sample size for
this study was chosen (by the client) to include no less than 100
persons.
Sampling Method:
We chose to conduct this study using a non-probability sampling
method with a convenience distribution.
Population Definition:
Due to a lack of a known target market, we chose to administer
our survey to the general public using Facebook as our method of
distribution. Using this method, the survey would reach our direct
Facebook friends as well as their Facebook friends who would see our
shared post. The majority of those in our selected population are
located in Rhode Island and Massachusetts. With the Demon Run being

located in Cumberland, Rhode Island, reaching those in surrounding

areas is important.

Copy of Survey:
Demon Run
Q1 How old are you?

Under 18
18 - 24
25 - 30
31 - 35
36 - 45
46+

Q2 Gender
Male
Female

Q3 How many children do you have?

None
1
2
3
4+

10

Q4 How likely are you to attend an event with each of the following
people/groups of people?
Family
Close friends
Coworkers
Alone

Very likely

Likely

Unlikely

Very unlikely

Q5 At most, how far are you willing to drive for an event, such as a 5K?

0 - 10 miles
11 - 20 miles
21 - 30 miles
31+ miles

Q6 How much money are you willing to spend on an event or activity?

$1 ---------------------------------------------------------------------------- $100
Q7 How athletic do you consider yourself? Please rate yourself on the
following scale.
Very
athletic:
Not at all
athletic

Q8 How often do you run?

Never
Less than once a month
Once a month
2-3 times a month
Once a week
2-3 times a week
Daily

Q9 Have you ever participated in a 5K?

Yes
No
No, but I would consider it
No, I would not consider it

11

Q10 How do you feel about each of the following components?

Halloween
themes
Obstacle
courses
Physical
challenges
Dressing in
costume

Strongly like

Like

Dislike

Strongly dislike

Q11 If you were participating in a 5K, you would find the following
components extremely important.
Strongly agree

Location
Parking
Food
Beverages
Music
Awards
Overall fun

Agree

Disagree

Strongly
disagree

Q12 How likely are you to participate in an event if it benefits charity?

Very likely
Likely
Unlikely
Very unlikely

Q13 Have you heard of Diamond Hill Park' s Demon Run? If so, how?
Please check all that apply.

Yes; friends/family
Yes; Facebook
Yes; local newspapers
Yes; website
Yes; at the Haunted Hill Halloween attraction
Yes; other
No, I have not heard of the Demon Run

12

Justification of Questions:
Because this study is designed to determine who the true target
market is for the Demon Run and what is important to them when
attending an event, we asked a series of different demographic,
attitudinal and behavioral questions that will provide valuable insights.
1. How old are you?
With determining the Demon Runs target market being one of
our main objectives, asking age is detrimental. Opinions on vast
topics differ between age groups making this an important question
to ask. With each age group you must advertise in varying ways
through different platforms. Based on all survey question responses,
asking age will help us determine whom the Demon Run should be
advertising to. Once we know who their target market is by age, we
can recommend how to reach them.
This question follows a nominal scale format because it is meant
to gather responses that will clearly identify which demographic
category best represents each respondent.
2. Gender

13

This question adheres to a nominal scale, having only two

options (male/female), which makes it a dichotomous question. We
asked this question because males and females tend to think
differently and there are many factors that play a role in the
decision making process for each gender. That being said,
understanding if a person is male or female will help us determine
why they think a certain way and how to market to them
accordingly. After analyzing the data, we hope to be able to make
connections and see what patterns have formed in relation to
gender and preference for 5K races. Finding a generalized
preference in regards to the questions asked will provide insight on
what to offer at the event as well as how to highlight specific
aspects in the Demon Runs advertising in order to better appeal to
each gender.
We chose to pose this nominal demographic question in binary
form. While there can be a number of different responses to this
question, the specifics do not necessarily prove important to our
study. The purpose of our survey asking gender is to determine how
those who identify as female and those who identify as male think
in regards to 5K races. In this case, we sought to portion our data
into categories that are mutually exclusive and collectively
exhaustive to name the category that best represents the
respondent.

14

3. How many children do you have?

Parents and non-parents think differently during the decision
making process and have different things to consider before
finalizing said decision. For parents, the decisions they make may
be strongly based on their children and the number of children that
they have. A persons decision to attend an event will depend on if
it is appropriate for their children and if they can afford it for the
entire family. People with and without children also look for different
things when choosing how to spend their day. Asking how many
children one has in correlation to the other questions asked, can
determine what appeals to each demographic, what contributes to
the likelihood of them attending the Demon Run and how to
effectively market to them.
We asked this demographic question in ratio form because
knowing how many children our respondents have versus only
knowing if yes, they do or no, they do not have children is important
to our study. The number of children one has can make a big
difference in their purchasing habits as well as their decision making
process in general. Forming this as a ratio question allowed us to
use precise scale points as well as zero as a starting to point to
gather meaningful responses.
4. How likely are you to attend an event with each of the
following people/groups of people?

15

This question will determine whom people are most likely to

attend events with. With this information we can decide if the
Demon Run should provide special offerings for the different groups
of people (i.e. group rates). Also, if attending events with certain
people is found to be an important factor in the decision making
process, we can make suggestions on how to include that in the
marketing for the Demon Run. While this question is partially meant
to identify our target market, the responses received can also
indicate what other demographics could be beneficial to market to.
Knowing whom our audience is likely to attend an event with is
important while determining what the Demon Runs promotion
should include and whom it should be promoted to. Since this
information is crucial, we chose to ask this question using an ordinal
scale using a likert style format. We could have simply asked, who
are you most likely to attend an event with but that would not give
us the answers we need. Asking our respondents to rate each
person/group of people based on likeliness to attend allows us to
put all responses in a logically ranked order that can help us to
better determine the best solution.
5. At most, how far are you willing to drive for an event,
such as a 5K?
When a product or event is not as successful as expected, one
must look at the 4 Ps, which include product, price, promotion and

16

place. With that being said, it is necessary to consider that the

location of the Demon Run is part of the reason people are not
attending. Knowing how far people are willing to drive for the race
could not only tell us if that is the problem at hand but it can also
help us determine how far from the Demon Run they should be
advertising.
When asking the question of willingness to travel a distance, it is
important to be careful not to assume that people are willing to
drive at all. The only scale that allows us to receive fully inclusive
results, including zero as a starting point is the ratio scale.
6. How much money are you willing to spend on an event or
activity?
As another component of the 4 Ps, this behavioral question,
formatted as a sliding scale, helps us determine if the Demon Runs
prices are more expensive or possibly less expensive than those of
other events our audience is likely to attend. It also helps us
determine how large of a disposable income our audience has which
could help the Demon Run properly price their event. With this
information, we can correctly determine if price is preventing people
from attending and make proper suggestions regarding the choice
to alter the cost of the Demon Run or keep it the same.
How much money our respondents are willing to spend on an
event or activity can be seen as a behavior but it also determines

17

what demographic category they fall into. Asking someone how

much money they can spend is an indication to how much of a
disposable income they have. Forming this question using a nominal
scale allows us to ask our respondents to choose one direct
response that will help us sufficiently measure this demographic
trait.
7. How athletic do you consider yourself? Please rate
yourself on the following scale.
The Demon Run has four waves; The Elite wave, the Fun Runner
wave, the Kid wave, and the Family wave, which makes it a race
that people of all athletic abilities can participate in. Determining
our demographics level of athleticism using an interval scale will
help us decide which athletic level is most important to market to
and how we need to do so.
Using an interval scale for this question allows us to collect
precise data from the responses. Implementing a bipolar scale
measures the strength of feeling the respondents have regarding
their athletic ability.
8. How often do you run?
How frequently someone runs can indicate their likelihood of
running in a 5K. Connecting this response to other demographic
questions asked can show us exactly who our target audience is. If
not many respondents are runners, that could suggest we indicate

18

when advertising to certain demographics that they do not

necessarily need to run through the race, but can walk.
Including never as an option was important to our study, which
led us to the decision to use a ratio scale. This scale allows us to
precisely determine
9. Have you ever participated in a 5K?
We chose to present this nominal question with four different
responses rather than just yes or no. If a respondent has not run
one before, they are given the option to answer strictly no or to
indicate if they would or would not consider participating in a 5K. If
someone has run in a 5K race in the past, chances are they will do
so again in the future making marketing to them much easier.
Regardless of the response, we will be able to properly fit each
respondent into a certain category.
10.

How do you feel about each of the following

components?
This attitude question provides us with a better understanding of
how our audience feels about the Demon Runs theme, course, and
challenges. Based on the data collected from this question we will
be able to determine if certain aspects of the Demon Run are an
underlying problem that is hindering their business. With that we
can make proper suggestions on what to offer and what to hold
back on.

19

We chose an ordinal scale to format this question because it is

meant to determine how the respondents feel about each
component and essentially rank them in a logical order. The likert
style allowed us to better phrase the question in a way that would
provide us with the responses and data that we needed.

11.

If you were participating in a 5K, you would find the

following components extremely important.

This is a Likert 4 point strongly agree/strongly disagree scale with
no neutral option. We asked this question to determine what
aspects of any general 5k have an impact on our audiences
decision to attend. Based on our consumers wants and needs, the
results will help us determine what to offer at the race that can
insure satisfaction and increase the likelihood of attendance. And
ordinal scale was necessary to determine the respondents feelings
towards each component.
12.

How likely are you to participate in an event if it

benefits charity?
This ordinal question is asked to determine if charity benefit
influences our audiences decision to participate in a 5K. Currently,
100% of the Demon Runs profit is donated to the Town of
Cumberlands Youth Recreational Sports Program. This has not been
incorporated into any past promotions but if we find that charity

20

benefit may acquire more runners, we can suggest it be included in

the Demon Runs future promotional efforts.
13.

Have you heard of Diamond Hill Parks Demon Run?

If so, how? Please check all that apply.

Asking if respondents have at all heard of the Demon Run covers
the last category of the marketing mix (4 Ps), promotion. With this
question we will be able to determine if the Demon Run is not being
promoted effectively or just not enough in general. The data
collected will allow us to see what current promotion, if any is
working and which is not. From here we can suggest exactly where
the Demon Run needs to focus their promotional efforts. We have
chosen to place this question last, but it could possibly be the most
important question asked throughout the survey. We did not ask this
question in the beginning of the survey in an effort prevent
someone who has heard of or participated in the Demon Run from
choosing biased responses. Asking it using a nominal scale
precisely portions our data into categories that are mutually
exclusive and collectively exhaustive. Although we had more than
two response options, we were looking for two different answers,
yes and no. Using a nominal scale will allow us to easily separate
our respondents into those two categories.

21

Chapter 4: Data Analysis

Frequency Distributions:
1. How old are you?
#

Answer

1
2
3
4
5
6

Under 18
18 - 24
25 - 30
31 - 35
36 - 45
46+
Total

Response

1
58
8
7
17
18
109

1%
53%
7%
6%
16%
17%
100%

Statistic

Value

Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

1
6
3.32
2.66
1.63
109

22

According to this data, we are able to concur that our survey

gathered a lot of information about 18 -24 year olds, a good amount
about those 36 and older, a fairly small amount about 25 35 year olds
and nothing about the under 18 demographic.

2. Gender
#

Answer

Response

1
2

Male
Female
Total

18
89
107

17%
83%
100%

Statistic

Value

Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

1
2
1.83
0.14
0.38
107

With the results from this survey, we can say with confidence
that we learned a lot about females and little about males.
3. How many children do you have?
#

Answer

1
2
3
4
5

None
1
2
3
4+
Total

Response

67
8
16
13
4
108

62%
7%
15%
12%
4%
100%

Statistic

Value

Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

1
5
1.88
1.58
1.26
108

23

As expected due to the ages of those surveyed, the majority of

those in our target segment have no children however, not too far
behind, 38% of them do making it almost an even split.

4. How likely are you to attend an event with each of the

following people/groups of people?
#

Question

1
2

Family
Close
friends
Coworker
s
Alone

3
4
Statistic

Min Value
Max Value
Mean
Variance
Standard
Deviation
Total
Responses

Very
likely

Likely

Unlikely

Very
unlikely

Total
Response
s

Mean

78
71

23
34

6
3

1
0

108
108

1.35
1.37

22

44

30

12

108

2.30

19

23

34

31

107

2.72

Family

Close friends

Coworkers

Alone

1
4
1.35
0.40
0.63

1
3
1.37
0.29
0.54

1
4
2.30
0.85
0.92

1
4
2.72
1.15
1.07

108

108

108

107

We can conclude that people are most likely to attend events

with family and/or close friends. They are less likely to attend with
coworkers and least likely to attend an event by themselves.

24

5. At most, how far are you willing to drive for an event, such
as a 5K?
#

Answer

1
2

0 - 10 miles
11 - 20
miles
21 - 30
miles
31+ miles
Total

3
4

Response

35
34

32%
31%

17

16%

22
108

20%
100%

Statistic

Value

Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

1
4
2.24
1.25
1.12
108

Most of those in our initial target market are willing to drive at

most 20 miles for an event. About 37% of respondents are willing to
drive further.

6. How much money are you willing to spend on an event or

activity?
#

Answer

Min Value

Max Value

0.00

100.00

Average
Value

52.15

Standard
Deviation

Responses

28.70

105

Generally, respondents were most willing to spend anywhere

from $23.45 - $80.85 on an event or activity with an average result of
$52.15.

25

7. How athletic do you consider yourself? Please rate yourself

on the following scale.
#

Questio
n

Total
Response
s

Mean

Very
athletic
: Not at
all
athletic

14

40

19

26

107

3.38

Statistic

Very athletic: Not at all athletic

Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

1
5
3.38
1.45
1.20
107

Most of our respondents consider themselves to have an average

athletic ability. Not many claim to have a higher level of athleticism but
almost half of those who responded admit to having little to no athletic
ability at all.

8. How often do you run?

#

Answer

1
2

Never
Less than
once a
month
Once a
month
2-3 times a
month
Once a
week
2-3 times a
week
Daily
Total

3
4
5
6
7

Response

45
23

42%
21%

15

14%

11

10%

3%

8%

2
108

2%
100%

26

Statistic

Value

Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

1
7
2.44
2.85
1.69
108

According to the data, more than half (56%) of our respondents

run at some level of participation. We did however receive an
overwhelming response from the 42% of people who do not run at all.

9. Have you ever participated in a 5K?

#

Answer

1
2
3

Yes
No
No, but I
would
consider it
No, I would
not consider
it
Total

Statistic

Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

Response

15
47
36

14%
44%
33%

10

9%

108

100%

Value

1
4
2.38
0.71
0.84
108

While few respondents have actually participated in a 5K at some

point in their life, roughly 38% of those who have not would consider it.

27

10. How do you feel about each of the following components?

#

Question

Strongly
like

Like

Dislike

Strongly
dislike

Total
Response
s

Mean

Hallowee
n
themes
Obstacle
courses
Physical
challeng
es
Dressing
in
costume

39

42

11

17

109

2.06

39

56

108

1.80

35

50

18

108

1.94

29

41

22

15

107

2.21

2
3
4

Statistic

Min Value
Max Value
Mean
Variance
Standard
Deviation
Total
Responses

Halloween
themes

Obstacle
courses

Physical
challenges

Dressing in
costume

1
4
2.06
1.09
1.04

1
4
1.80
0.56
0.75

1
4
1.94
0.68
0.82

1
4
2.21
1.00
1.00

109

108

108

107

We can say with confidence that the majority of our respondents

like or strongly like Halloween themes, obstacle courses and physical
challenges. There is about an even distribution among those who like
and dislike dressing in costume. According to these responses, we are
able to hypothesize that our target likes the product being offered
(Demon Run).

28

11. If you were participating in a 5K, you would find the

following components extremely important.
#

Question

Strongly
agree

Agree

Disagree

Strongly
disagree

Total
Response
s

Mean

1
2
3
4

Location
Parking
Food
Beverag
es
Music
Awards
Overall
fun

60
62
39
55

45
32
55
45

1
9
10
3

1
2
1
1

107
105
105
104

1.47
1.53
1.74
1.52

48
20
79

47
44
27

10
32
0

2
10
1

107
106
107

1.68
2.30
1.28

5
6
7
Statistic

Min
Value
Max
Value
Mean
Variance
Standard
Deviatio
n
Total
Respons
es

Location

Parking

Food

Beverage
s

Music

Awards

Overall
fun

1.47
0.33
0.57

1.53
0.54
0.73

1.74
0.44
0.67

1.52
0.37
0.61

1.68
0.52
0.72

2.30
0.78
0.89

1.28
0.26
0.51

107

105

105

104

107

106

107

(1) Overall fun (2) Location (3) Parking (4) Beverages (5) Music (6) Food
(7)Awards
According to the recorded data, our target finds that it is
extremely important to offer multiple components at a 5K. Overall fun
was found to be most crucial by an overwhelming response. Following,
location and parking are considered relatively equally important by
most. Beverages, music and food also received an agreement among
most of our respondents that these components are at least somewhat

29

important. Awards are the only things that the population did not find
all that important.
12. How likely are you to participate in an event if it benefits
charity?
#

Answer

1
2
3
4

Very likely
Likely
Unlikely
Very unlikely
Total

Response

64
35
8
1
108

59%
32%
7%
1%
100%

Statistic

Value

Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

1
4
1.50
0.46
0.68
108

The gathered responses show that 91% of the population is more

likely to participate in an event if it benefits charity. Only 9 people
admitted that factor would not influence their decision to attend.

30

13. Have you heard of Diamond Hill Park' s Demon Run? If so,
how? Please check all that apply.
#

Answer

Yes;
friends/family
Yes; Facebook
Yes; local
newspapers
Yes; website
Yes; at the
Haunted Hill
Halloween
attraction
Yes; other
No I have not
heard of the
Demon Run

2
3
4
5

6
7

Response

21

19

9
4

8%
4%

4
6

4%
6%

2
85

2%
79

Statistic

Value

Min Value
Max Value
Total Responses

1
7
108

This question proved to be most crucial to our study for it shows

that 79% of respondents have never heard of the Demon Run. The
majority of those who are aware of the 5K have heard of it through
friends and family. Few have seen it through Facebook, local
newspapers, the Demon Run website or at the Haunted Hill attraction.

Chapter 5: Conclusion and Recommendations

Resolution of Hypothesis:
Before conducting this research study, we hypothesized that the
main contributing factor to the Demon Runs lack of success was
inconsistent promotion as well advertising efforts being targeted
towards the wrong market. We also sought to determine whether or
31

not the product itself was an underlying issue as well. After collecting
and analyzing our data, we have come to the resolution that our initial
hypothesis was correct.
The most important piece of data calculated from the survey
showed that 79% of respondents have never heard of the Demon Run.
With that being said, it is evident that lack of promotion has played a
major role in the reoccurring, insignificant turnout for this annual
event. Based on the collected responses, it is clear that the proper
demographic for the Demon Run are females, ages 18 24 with no
children. While this may be the best initial target for the run, it is not
necessarily the only one, for our data indicates that this demographic
enjoys attending events with family. Being that the current target
market for the Demon Run are females with children, it is not
necessarily entirely wrong to promote to them, but can rather be seen
as an extension of their target market. Our results also rank our
respondents feelings towards the events components proving that the
product is liked all around and not an underlying factor contributing to
the issue at hand.
Conclusions:
An events success relies solely on product, price, place and
promotion making it important to analyze all of these aspects when
considering what may be contributing to the Demon Runs lack of

32

prosperity. When examining the data, we found that the only obvious
failure is promotion.
Our survey found that on average, our audience is willing to
spend $52.15, more than twice the cost of entrance at the Demon Run
($25). Being that Diamond Hill Park offers all of the components that
our target finds important (i.e. free parking and location within 20
miles), place also cannot be decided an underlying issue. Most
importantly, we received an overwhelming positive response in regards
to how our audience feels about the components of the event itself
including Halloween themes, obstacle courses and physical challenges.
With these results, all may seem good however, 79% of respondents
have never heard of the Demon Run naming insufficient promotion the
primary contribution for lack of success.

Marketing Strategy/Recommendations:
Based on the data we collected we have come up with a number
of recommendations for the Demon Run. Due to the majority of
respondents and their responses regarding the Demon Run, we found
that their target market should be females, 18 24 with no children.
Additionally, we found that most of these consumers attend events
with family making the family demographic a good extension to the
33

target market. The run offers four different waves that appeal to all
demographics; using this in advertising could prove very beneficial.
As far as product, price and place, our data did not show that
much of a change is necessary; overall, respondents responded
positively to the different components of the Demon Run. The average
price that your audience is willing to spend on a 5K is about $50,
double what the Demon Run charges. This could leave room for a
potential increase in price, however we would not recommend it as an
immediate change. Considering the Demon Run is not yet well
established, raising the price may turn potential customers away,
making it more difficult to expand the events customer base.
Regarding the product itself, we received a favorable response
from the audience. The survey did however gather an overwhelming
positive reaction to the presence of music at the run. We believe that
setting up music will help keep customers engaged and increase their
overall satisfaction. Although food and beverages are already offered
at the Demon Run, our secondary data and survey results show that it
is an important component, indicating that it should receive more
attention in the planning process. Rather than offering just snacks,
there is the potential for teaming up with local businesses (to promote
for each other) and receive food donations.
The location of the event seems to offer everything that our
respondents are looking for including free parking that is not too

34

limited and convenience. While some of the Demon Runs audience

indicated that they would be willing to drive anywhere more than 20
miles for an event, on average, most were likely to drive just up to 20
miles. We believe that focusing promotional and advertising efforts
within a 20-mile radius of Diamond Hill Park will help bring in the
majority of the intended customer base. We suggest promoting
heaviest in these areas but would not stop there. There is still a need
to promote in other parts of Rhode Island and southern Massachusetts
but due to possible inconvenience, focusing a lot of your effort in these
outer areas could prove wasteful rather than beneficial.
Our data found that promotion is the biggest contributing factor
to the Demon Runs lack of success. Based on our findings, we were
able to develop a number of suggestions and strategies to implement
in promotional efforts. Regarding the target market and their level of
athleticism, we recommend implementing special group rates as well
as indicating that running the course is not necessarily mandatory. The
course is designed for all athletic abilities; participants can walk, jog,
run or complete it in any way they can. Not knowing this information
could leave people with the impression that the race is difficult and
intimidating, which will ultimately eliminate the target segment if the
former is not promoted. With that being said, fun-runners and elite
runners need to be reached differently. Having both segments be a
part of the Demon Runs customer base leaves an opportunity to

35

create separate promotions that will effectively gain the interest of

both parties.
Although fun-runners and elite runners may think differently,
they collectively agreed that a charity benefit makes them more likely
to participate in an event. Because the Demon Run already donates
100% of its proceeds to the Town of Cumberlands Youth Recreational
Sports Program, we recommend adding that to any promotion in an
effort increase the chances of gaining the audiences interest. Because
most respondents did not respond favorably to dressing in costume,
advertising it minimally and being sure to acknowledge that it is
optional could both prevent it from keeping customers away as well as
bring in those who do enjoy dressing in costume.
As an unfamiliar brand, the most important thing for the Demon
Run is to inform the audience and establish a presence. According to
our data, overall fun is the most important component in an event. The
Demon Run is fun, making the most crucial part of their promotional
activities, creatively communicating that to the audience.
Changes:
While reviewing our survey results, mistakes and changes we
wish we had made became prominent. We feel that for some
questions, the wording we chose may have skewed results and had
they been worded differently, the responses may have changed. For
example, question four asks, How likely are you to attend an event
36

with each of the following people/groups of people? Using the word

event generalizes the question as well as the response. If we were to
specify a 5K, respondents may have chosen to answer differently. The
same goes for question six which asks, How much money are you
willing to spend on an event or activity? The respondents may have
had an event in mind while answering this question and chose a
response based on that thought. Had they known the event was a 5K,
they may have decided they would spend an amount less or more than
they had initially chosen. Again, question twelve asks How likely are
you to participate in an event if it benefits charity? Here, the
generalized use of the word event could alter results just as the
previous.
Question nine reads, Have you ever participated in a 5K? and
offers the following responses: (1) Yes, (2) No, (3) No, but I would
consider it and (4) No, I would not consider it. When reviewing our data
we were able to see that the second response option, no had altered
our results. We had hoped for all respondents who had not run in a 5K
in the past to indicate whether or not they would consider it in the
future. Leaving the option for them to choose strictly no as a
response to the question eliminated our chance of knowing if the 44%
who chose that option would ever consider it. Recognizing this mistake
also allowed us to find room for opportunity. Although some responded
yes, we have no idea whether or not they would do so again which

37

was the purpose of this question. Just because one has run in a 5K race
does not mean it is open to assume that they will or are physically able
to do so again.
Asking how far respondents are willing to travel for a 5K is
important to our study, however we wished that we had also included a
question asking them where they are from. Doing this could provide us
with much more insight regarding where would be best for the Demon
Run to focus their advertising efforts.

38

Bibliography:
"All Rhode Island 5Ks." All Rhode Island 5Ks. N.p., n.d. Web.
"F.I.T. 'Rock 5K Trail Run." Eventbrite. N.p., n.d. Web.
"Rhode Island Obstacle Course Event Series - BoldrDash." BoldrDash
Home

Comments. N.p., n.d. Web.

"2015 Resolution 5k Beach & Trail Race - South County 4th Season
Race Series." 2015 Resolution 5k Beach & Trail Race - South County
4th Season Race Series. N.p., n.d. Web.

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