Crew Classic Observer Survey

Group H
Jess Castro
Sara Stephensen
Matt Werthe
Rachel Young
Nographics.Eventhoughwearetechniciansinmarketingresearch,westill
wantourproducttolooklikeitcamefromamarketingdepartmentandnotan
accountingdepartment

Marketing 470
Professor English

April 27, 2005

Table of Contents
EXECUTIVE SUMMARY......................................................................................................................................................3
INTRODUCTION....................................................................................................................................................................4
BACKGROUND.........................................................................................................................................................................4
MARKETING MANAGEMENT PROBLEM AND QUESTIONS.......................................................................................................4
QUESTIONS..............................................................................................................................................................................5
General Research Questions..............................................................................................................................................5
Specific Research Questions..............................................................................................................................................5
Expected Relationships between Variables........................................................................................................................5
RESEARCH OBJECTIVES..........................................................................................................................................................6
Derived from Research Questions......................................................................................................................................6
Purpose of Research in Measurable Terms........................................................................................................................6
Standards of What Research Should Accomplish...............................................................................................................7
How Research Will Aid Management in Decision Making................................................................................................7
RESEARCH DESIGN AND METHODOLOGY..................................................................................................................7
TYPE OF RESEARCH DESIGN...................................................................................................................................................7
DATA COLLECTION METHOD AND FORMS..............................................................................................................................8
Data Collection Medium....................................................................................................................................................8
Questions and Sequencing.................................................................................................................................................8
Types of Scales Used..........................................................................................................................................................8
SAMPLING DESIGN AND PLAN................................................................................................................................................9
Target Population...............................................................................................................................................................9
Sampling Frame and Units................................................................................................................................................9
Methods for Selecting Sample Units..................................................................................................................................9
Sample Size and Response Rate.........................................................................................................................................9
FIELD WORK...........................................................................................................................................................................9
DATA ANALYSIS PROCEDURE................................................................................................................................................10
RESULTS................................................................................................................................................................................11
LIMITATIONS.......................................................................................................................................................................12
RESULTS IN LIGHT OF LIMITATIONS AND ASSUMPTIONS......................................................................................................12
VALIDITY AND RELIABILITY.................................................................................................................................................13
PROBLEMS ENCOUNTERED AND EFFORTS TO OVERCOME....................................................................................................13
LESSONS LEARNED FOR HIGHER-QUALITY FUTURE RESEARCH..........................................................................................13
CONCLUSIONS AND RECOMMENDATIONS................................................................................................................13
CONCLUSIONS.......................................................................................................................................................................13
RECOMMENDATIONS.............................................................................................................................................................14
APPENDICES........................................................................................................................................................................14
DATA COLLECTION FORMS...................................................................................................................................................14
DETAILED CALCULATIONS AND TABLES OF RESULTS...........................................................................................................17
BIBLIOGRAPHY......................................................................................................................................................................51

Executive Summary
The Crew Classic is a non profit organization looking to gain insight into who attends their event. The
main objective is to get an overall demographic picture of the observers of the Crew Classic. We are
interested in their interests while in San Diego, their spending habits, and travel habits as well as find
out their opinions of the Crew Classic event itself.
The objective behind the research is to find out interests and spending habits of the observers of the
Crew Classic so that information can be taken to potential sponsors of the Crew Classic. Sponsors
make this event possible. Because the Crew Classic is a non-profit event, it is vital to have corporate
sponsorships to fund the event. The other objective is to find out how they can improve the event for
their observers. The Crew Classic event could also not be possible without the attendance of the
spectators. They are the ones who spend money to attend, for food and drinks, and for merchandise.
Therefore it is essential to make sure that the attendees are happy with the event so that they will
continue to return to future Crew Classic events.
Our research was designed to be as simple as possible while still gathering as much information as
possible from the spectators. We choose to do a self administered survey during the two days of the
Crew Classic; April 2nd and 3rd. The survey was handed out to spectators throughout the day. The
survey obtained questions relating to demographic information such as age, gender, income, and
education. Some questions related to their consumer habits at the race and while in San Diego such as
how much they plan to spend while at the race on food and merchandise, how much they plan to spend
in general in San Diego during their stay, and how much their hotel cost per night. We also offered
questions that related to their satisfaction with the current Crew Classic event. Surveyed patrons were
able to rate the Crew Classic in comparison to other crew events as well as fill in a blank about things
they thought needed improvement.
The major findings that we came across gave us a good insight into who was attending the Crew
Classic, what sparked peoples interest while they were staying in San Diego, and what improvements
could be made to better the event. We found that the majority of people who were attending the event
were Caucasian, between the age of 45 and 54, married, college graduates, with a high income level
ranging above $150,000. Having such a large homogenous group allows the Crew Classic management
to pursue sponsorships with companies whose target market is similar to this group of people. They
will be able to go to companies with statistics on the demographics of the attendees of Crew Classic.
This will be very enticing to companies whose target market is a middle aged Caucasian person with a
high level of education and income.
We concluded based on our findings that there is a large homogenous group of people attending this
event. The Crew Classic is an event that brings only a small demographic out to watch. We also
concluded that most of the people have been to the event before and plan to return. Over 65% of
attendees were from out of the San Diego county area. The majority of spectators from out of San
Diego County are staying in town from 1 to 3 days and are staying in a hotel between the price range
of $100 to $174. They are only interested in restaurants as opposed to bars, shopping, and sightseeing.
Not many people were interested in visiting the museums of Balboa Park even if coupons were offered.
Many people were however interested in Sea World if coupons were offered. A slight percentage would
be more willing to visit the malls if a shuttle was provided. Ninety seven percent of spectators own a
cell phone and the major cell phone provider was split between Verizon and AT&T/Cingular Wireless.

Eighty percent thought the Crew Classic was better than other crew events and 61% thought the
admission price was a good value for the money. Most people who wrote in things to improve upon
said that the parking fee should be lower, they should provide healthier food, make breakfast foods
available, provide more shade, and provide more chairs in front of the Jumbo-tron.
We recommend pursuing sponsorship from mid-priced hotels, semi upscale chain restaurants, and Sea
World. The vast majority of people from out of town are staying in hotels with a price range of
between $100 and $174. The main activity that people were interested in during their stay in San Diego
was restaurants therefore it would be very beneficial to get sponsorships from restaurants especially
within the demographics target price range. Business for these restaurants has the potential to increase
greatly if they were involved with Crew Classic. Our last major recommendation is to partner with Sea
World. Many people answered that they would be willing to go to Sea World if coupons were offered.
The Crew Classic would benefit by having another sponsor and Sea World would benefit from heavily
increased attendance to their park.

Introduction
Background
The 32nd annual San Diego Crew Classic is the 2nd largest regatta in the United States. It began over
thirty years ago and has flourished into one of the greatest rowing events in the United States. The San
Diego Crew Classic has grown to become an event that thousands eagerly await every year.
Crew classic is a non-profit organization, developed and run by volunteers. With the increase in
competitors and spectators, the number of volunteers involved also increased. The reason the San
Diego Crew Classic has been able to function so well over the years is because of the large number of
San Diego volunteers who work year-round toward the success of the event. But the work of
volunteers is not enough for the development of that event. Financial resources are also needed. A few
sponsors provide the funds to make that event possible, but more of them are needed to increase the
popularity and success of the crew classic.
After contacting the Crew Classic management, the problem and objective of the marketing research
was clear. What the Crew Classic needed to continue with its growth are more sponsors that can
contribute with their funds to the development of the event. We then had to collect information about
the attendants of the competition and analyze this data to find potential sponsors. All the information
collected is given to the sponsors to persuade them that sponsoring Crew Classic is a good investment
for their business.

Marketing Management Problem and Questions

The management problem is to find sponsors for the crew event.
Thisisafairlynarrowscope.Lookintotheorganizationslongtermplans,if
any

The principal question is to know what profile, or profiles of people attend the Crew Classic. This way
we can offer data to potential sponsors about the attendants that will convince them of the advantages
of sponsoring the Crew Classic. The management needs to know the interests of people that attend

crew events to maximize the outcome of their decisions. Moreover, through the research, we can
discover some needs and possible improvements that these survey takers have mentioned for the event.

Questions
General Research Questions
The questions of our survey are intended to provide the Crew Classic Management with demographic
information about the attendees of Crew Classic. They were asked such questions as age, gender, level
of education completed, and income. They were also asked about their consumption habits relating to
Crew Classic and during their stay in San Diego in general. Some questions they were asked are
whether they own a cell phone and if so, who is their cell phone provider, what hotel they are staying
at, rental car use, interest in the attractions of San Diego such as shopping malls, Sea World,
restaurants and sightseeing to name a few. These questions will provide a general description of the
people who attended the event as well as a little insight into their spending habits and other consumer
behavior traits.
The questions were broken up depending on whether or not the surveyed person was from San Diego.
All current San Diego residents were asked to skip the questions that were only relevant to those from
out of town. The San Diego residents answered all demographic questions as well as questions about
their attendance at Crew Classic and how they heard about the event.

Specific Research Questions

The survey questions will allow us to develop information about the different demographic groups that
attended Crew Classic. This will allow us to determine profiles of those who answered certain
questions. For example, it could show us that while the majority of people over the age of 45 thought
the admission price was a good value for the money that the majority of people under the age of 45
thought its was too expensive. This will give management good information on how to target their core
consumer. If they are looking to attract more people under the age of 45, they might consider lowering
the admission price. This information can provide management with some helpful insight into what
decisions they should consider when planning the event in the future as well as potential changes that
could be made to future Crew Classic events.
The data gathered from our surveys will also provide management with statistics that they can present
to potential sponsors. The Crew Classic management will have actual number statistics to show
potential sponsors which is extremely important. Most companies that sponsor events will be more
willing to give Crew Classic their support if they see solid numbers showing who they will be able to
target and expose to their advertising. For example, if a companys target market is men over the age of
45; our data will show them the percentage of men over the age of 45 that attend Crew Classic. They
will also be able to know how much income the attendees make and how much they are expecting to
spend during their stay in San Diego. This will show the potential sponsor companies that there is a
large portion of people that they can target with a decent amount of disposable income. There is a lot of
information available from our surveys that will be extremely helpful in obtaining sponsors.

Expected Relationships between Variables

There are many variables that we expect to be related. They include:

Income and amount of money expected to be spent while in San Diego

Income and amount of money expected to be spent while at Crew Classic
Income and level of education
Age and income
Age and level of education

These variables will be related because income is directly related to how much education you
completed. Except for a small number of people, most high income earners are those who completed a
high level of education. We also believe that age will be related to level of income and will therefore
affect the ages of those with higher income. Many of the people surveyed at Crew Classic are younger
people who only recently graduated from college. These people will not be making as much money as
older individuals who had the opportunity to attend graduate school or even just had the time to
advance some more in their career with promotions and therefore higher salaries.
As you can see most of these variables include income. We believe that this is one of the most
important variables of the survey. It is extremely important to know how much the attendee of Crew
Classic make and how much they are willing to spend. The more money someone makes, the more
they are most likely going to spend while at the race as well as in San Diego in general. This is
extremely important for our sponsors. Sponsors main concern is whether or not their investment into
the event will be worth their money. If they know average income of people attending, they will be
more assured that their investment into Crew Classic will be nothing but beneficial to their company.

Research Objectives
Derived from Research Questions
The main research objectives of our survey are to:

Obtain demographic information about the people who attended Crew Classic
Obtain information about the habits of the Crew Classic attendees during their stay at the race
as well as their stay in San Diego in general
Give Crew Classic management information about the attendees of Crew Classic
Provide Crew Classic management with recommendations for improving the event based on the
information obtained from the surveys
Use the information obtained to obtain sponsors for the Crew Classic event

The main objective of our survey is to improve the Crew Classic event in the future. By obtaining the
data from these surveys, we will be able to know what the attendees of the 2005 thought of the event
and what we can do to improve the event in the future. We will also know their demographic
information and therefore be able to understand how to target specific groups of people rather than just
marketing to the general public. This information will be helpful to the management of Crew Classic
because it will allow them to increase attendance in certain groups that are perhaps lacking in
attendance. For example, if they want to target a younger crowd, the management will know what they
need to do based on the information gathered from the survey data.

Purpose of Research in Measurable Terms

The increase attendance of the Crew Classic in general by 10-15%

To improve the quality of the Crew Classic event for the spectators
Decrease the cost of putting on the event by 50% by obtaining sponsors
Decrease the cost of entrance fee to between $2 and free by obtaining one or more major
sponsors to cover the cost at the door

These are some of the measurable goals that we would ultimately like to achieve through the use of the
data obtained from the surveys. We would like to accomplish these goals within the next three years.
However, we do believe that large portions of these goals can be met by the 2006 Crew Classic event.

Standards of What Research Should Accomplish

The research should accomplish the goals that are stated above in purpose of research. The entire
purpose of the research as stated before is to improve the event. The main way that the Crew Classic
can be improved is by obtaining more money through sponsorships. The research can accomplish this
by being able to provide potential sponsors with measurable data about the spectators of the Crew
Classic and their opinions of the event. The research should be able to show potential sponsor
companies how their investment in the Crew Classic event will benefit their company. The data and
figures should show the potential sponsor companies that there are certain target segments available in
mass quantity at the Crew Classic. Any company that wants to target a large group of a specific
demographic will benefit greatly form being a sponsor of the crew Classic event, and our data will be
able to convey that to these companies.

How Research Will Aid Management in Decision Making

The research will aid management in the decision making process by providing them with valuable
information about the people who attended the event. Our data can show the Crew Classic
management what the spectators liked about the event as well as what they thought needed to be
improved.
The research will also provide the Crew Classic management with statistics that they can show to
potential sponsors in order to entice them to want to sponsor the event. They will have many statistics
and figures to be able to visually show companies why they should be a part of the Crew Classic event
and how being a part of the event will greatly benefit their company.

Research Design and Methodology

Type of Research Design
The design used for conducting research at the San Diego Crew Classic was conclusive, descriptive
research. The marketers of the Crew Classic want to make the Crew Classic more enjoyable for those
who observe the event as well as find out information from their observers to gain sponsorships in the
community. Our main two objectives in this research are to get an overall view of who attends the
Crew Classic and what they think of the event, and to find out information about the observers of the
Crew Classic so that the information could be used to help aid them in finding sponsors for their event.

Descriptive research was chosen because our objective was to describe who attends the Crew Classic.
We want a picture of the people who attend this event as far as demographic information, travel habits,
spending habits, interests while in San Diego, and their overall view of the Crew Classic. Our interest
lied mainly in those who were from out of town and their interest in hotels, museums, malls, and local
attractions while in San Diego. The people visiting San Diego were the focus because hotels, malls,
museums, amusement parks, and restaurants are key targets for community sponsorships. This was a
cross-sectional study conducted over the two day event, since the data would be collected from the
samples for one time only, Saturday and Sunday.

Data Collection Method and Forms

Data Collection Medium
Our main goal was to get an accurate picture of the attendees to the 2005 Crew Classic event. We
wanted to know who was there, why they were there, and what they like to do. To accomplish this
goal, the only type of research that makes sense is in person interviews. We only wanted the opinions
and background information for spectators, not staff, competitors, or judges. To gather our data, we had
four interviewers hand out surveys to spectators on both days the Crew Classic occurred. In total 240
surveys were completed. Of those 240, 28 were thrown out due to interviewee error. So in total, our
sample population was 212.

Questions and Sequencing

Our survey was designed to be as simple and unambiguous as possible. We structured the questions so
that a subjects residence was established first, if the subject were from San Diego they would skip to
the portion of the survey that asked specific questions about the Crew Classic event. If the subject were
from outside of San Diego, we structured the following questions so that we could get an accurate
description of how they got to San Diego, where they would be staying, how long they would be
staying, how much they would be spending, and what their general interests were. The most accurate
predictor of future behavior is current behavior. Therefore, we wanted to know where our interviewees
had been and if they had not been, we wanted to know why.

Types of Scales Used

For our survey we used three types of scales: nominal scales, ordinal scales, and interval scales. With a
nominal scale, numbers are no more than labels and are used to identify different categories of
responses. For example, we wanted to know the gender of the respondent. The interviewees checked
either male or female. An ordinal scale is more powerful than a nominal scale when the numbers
possess the property of rank order. A question in our survey dealt with income, we wanted an idea
about the level of buying power for the spectators. Spectators had the option of checking a box that
corresponded with an income bracket. The numbers that we then assigned to each income bracket
provided us with data about the buying power of the spectators. An interval scale has all the properties
of an ordinal scale, and the differences between the scale values can be meaningfully interpreted.
When we wanted respondents to rate this years Crew Classic, they checked a box that corresponded
with a given opinion concerning how they felt about the event. The values assigned to this response ran
from 1 to 4. The numbers could be in reverse order, and in actuality they form an ordinal scale, but
they are considered interval under the assumption that respondents will treat the differences between

adjacent response categories as being equal. (For a complete copy of the survey used, please refer to
the appendix at the end of this report)

Sampling Design and Plan

Target Population
Our target population was observers of the Crew Classic. The population attending the Crew Classic
consists of athletes, observers, vendors, and volunteers. The marketers of the Crew Classic are
interested in making the event as enjoyable as possible and gain sponsorships and are therefore
interested in finding out how observers view the Crew Classic event.

Sampling Frame and Units

We are only concerned with observers and not athletes participating in the event.
Our sampling frame is narrowed to those attending the Crew Classic for observing the event; people
who arent participating in the event in any way. Our sample units can be broken down into San Diego
residents and non San Diego residents.

Methods for Selecting Sample Units

We used convenience sampling for selecting our sample units. We selected people who were sitting on
the observer side of the event. For observers that were sitting together we only had one person from
the group fill out a survey, assuming they would have the same information. We assumed that those
sitting together were families, and friendspeople that would be traveling together. The event is
broken up into two sides: athletes and observers. By staying on the observer side of the event we may
not have reached observers who were sitting with athletes or those who were in the athletes tents.

Sample Size and Response Rate

Our sample size consisted of 240 sample units. We asked observers if they would like to take the
survey before we handed it to them. We had a 100% response rate because only those who wanted to
complete the survey took it so out of the 240 surveys we handed out we got 240 surveys back. Of the
240 sampled 212 surveys were useable, 88.33%, of completed surveys from those sampled.

Field Work
Our field work was conducted at the 2005 San Diego Crew Classic on Saturday April 2nd, and Sunday
April 3rd. The event was located in Crown Point cove which is a portion of Mission Bay located
adjacent to Sea World. The Crew Classic was a fenced in area of approximately 300 square yards. In
order to gain admittance to the event Spectators had to pass through the main entrance where tickets
were sold and security was keeping out all unauthorized entrants. The exit to the event was also staffed
by security.
To ensure we had a survey that was as unbiased, and easy to understand as possible, we went through
three pre-testing phases. The first phase involved bringing a rough draft of the survey to class and
having another group critique it and point out all flaws. After this was completed, we fixed the
necessary errors and brought our survey to one of the heads of the Crew Classic event.

We met with Gerry Widmer, director of Crew Classic, as well as some of his colleagues. They went
over the survey with us and deleted the questions he thought unnecessary, and added questions he
wanted answers to. He also gave us a more specific idea of what he wanted to get out of the exercise.
With this new information we reformatted the survey a third time, and brought it back for review by
Mr. Widmer. Here they made a few minor suggestions, which we implemented, and thus our completed
survey was born.
This process helped us to eliminate unnecessary questions, see flaws in question wording, and get a
better idea of the goal of the entire exercise. When we finally began passing surveys out to actual
spectators, our pre-testing had eliminated most of the errors in our survey so this enabled respondents
to complete the survey with a minimum of instruction and with few clarification questions.

Data Analysis Procedure

As the Crew Classic ended we had collected a sample of 240 surveys. Having finished the collection
phase of our study, we moved on to organizing and sorting the data. We went over each individual
survey and checked for errors such as leaving questions blank, circling multiple answers, and a host of
other interviewee errors. After going over each survey we discarded 28 due to errors that made them
unusable.
Our next step was to design a database that would allow us to analyze our findings and interpret them
in a meaningful fashion. To do this we used the SPSS program. In SPSS we turned each question into a
variable with a certain number corresponding to a response. Because many of our questions were openended and had many possible responses, we turned each response into a separate variable as well. Once
this process was complete, we created a key on a blank survey. We assigned every answer possibility a
number. Those numbers had corresponding meaning to the variables we had already set up in SPSS.
With our completed key, we went through every survey and entered the numbers into the SPSS
database we had created. This process was very time consuming and complex, thus it resulted in many
errors.
Our two biggest problems that required editing were incorrect variable entry, and incorrect data entry.
Some of our questions did not convert easily into a form that was conducive to statistical analysis, we
used a process of trial and error, assigning different values and recoding variables so that the final
result was a system that could easily analyze our findings. The next issue that required attention was
incorrect data entry. Inputting the data from the surveys was tedious and time consuming, it was boring
work which easily facilitated lapses in attention which created mistakes. Our solution was to have a
team of three people input the data. One person would read the correct numbers, another would input
them into SPSS and the third person would watch over their shoulders to ensure the numbers were
being entered correctly.
Our primary goal for this exercise was to paint a detailed picture of who the spectators at Crew Classic
actually are. The group that puts on the event is a non-profit organization. Their main priority is putting
on a successful event that provides the most value for the attendees. Accomplishing this requires
money, and getting money requires donations or sponsors. In order to help the Crew Classic obtain the
best sponsorship, we want to show them who are attending their event, and what those attendees want.
Once the organizers know this, it will be much easier to approach sponsors and prove to them why it
would be to their benefit to sponsor the Crew Classic.

In order to be able to effectively present our findings to the organizers and sponsors we decided the
most effective statistical tools would be frequencies, cross tabulations, measures of central tendency,
and confidence intervals. With the findings from these tests we believe we can present an accurate and
useful picture that will benefit the organizers of the Crew Classic. Some assumptions we are relying on
are that everyone who answered the survey answered honestly, that our sample population is
representative of the population as a whole, and that nothing will occur to dramatically change this
population between now and next year. Some limitations we were forced to consider were the level of
statistical understanding possessed by our audience. Meaning what would they understand and what
was their time constraints associated with this study.

Results
We were out to get an idea of what the average spectator for the Crew Classic was like. After analyzing
the data from our surveys we came up with the following information about the average spectator. The
average attendee is a white female between the ages of 45-64, she is married, has completed education
beyond high school, she lives outside of San Diego, she did not rent a car, and she is staying in a hotel.
While she is in San Diego she is not interested in visiting bars, museums, or amusement parks.
Although, the interest in amusement parks such as Sea World, Lego Land or the Zoo would increase
from 20% to 51% if coupons were given. She is interested in restaurants and shopping, but shuttles to
the mall do not increase interest. Her trip is planned to last between 1-3 days, and she will spend
between $300 and $500. Concerning the Crew Classic, she has attended before, will definitely return,
she feels the price was justified, and she probably visited the web site to check the scheduling.
As illustrated by the graph below, most attendees to the event here about it from a friend or
family member. The level of attendees that result from mass media communications is very low.
How You heard about the event
160
140
120
100

Frequency

80
60
40
20
0
new spaper

television
radio

other
f riend/f amily

club/team

How You heard about the event

Overall, the 2005 Crew Classic was rated better than other regattas by 80% of the spectators in
attendance. This shows that the organizers are doing a great job already. Some of the issues that led to
the rating of worse by spectators included high parking fees, lack of food choices, not enough shade,
and a shortage of tables and other seating.

How do you rate CC in comparison to other events

w orse
somew hat w orse
somew hat better
0

better

yearly income
0
rather not say

0-19,999

20,000- 39,999

above 150,000

125,000- 149,999
100,000- 124,999

40,000- 59,999

60,000- 79,999
80,000- 99,999

As shown above, the income range for the attendees was very high. There were spectators in
attendance with incomes between 0-$19,999 as well as attendees with incomes over $150,000.
Looking at the chart shows that the majority of the attendees made over $60,000.

Limitations
Results in Light of Limitations and Assumptions
One limitation we encountered in our research was that many of the questions on the
survey were open-ended. This is a limitation because many people chose not to respond
to the question causing missing values in the analysis portion of our research. We received diverse
answers to the open-ended questions but there were many of the same responses enabling us to assign
coding values to those responses.
One assumption we made during the research gathering process of collecting surveys was that people
who were sitting together probably came together and would have similar if not the same responses to
each of the questions. We only asked one, maybe two, people out of each group to take a survey. We
assumed that the observers at the Crew Classic would be approximately 50% San Diego residents and
50% non San Diego residents. Our results showed that 34% were San Diego residents while 66% were
non San Diego residents.

Validity and Reliability

The research of the observers of the Crew Classic is valid and relevant to what we were trying to find
out about their spending habits, traveling habits, and interests in the San Diego area as well as their
overall view of the Crew Classic. The research procedures were valid in that we constructed the survey,
pre-tested it, changed questions on the survey, and administered the survey to observers of the Crew
Classic. The reliability of the results of the surveys is based on the answers received from respondents.
Many respondents didnt know how to answer some of the questions and therefore left them blank,
creating missing values.
Question number 26 had to be thrown out because respondents didnt answer it accurately, left it blank,
or only answered it partially. We didnt have to worry about non-response errors because we were selfadministering the surveys and collected all of the surveys we handed out. There will be some data error
due to possible errors in coding and some of the questions may have elicited inaccurate responses
because the question was misunderstood.

Problems Encountered and Efforts to Overcome

We had many open-ended questions which became difficult to code during the coding process. We had
to go through and find popular responses to questions so that we could assign values to that variable in
SPSS. We found that on some questions we could have as many as 17 different response values for
one variable because the question was open-ended.
Another issue we encountered was observers unwillingness to participate in taking the survey because
they were watching the race and didnt want to be distracted so we would have to wait for races to end
to get participation from some observers. On Sunday and late Saturday we found that we had already
reached many groups of people that had already taken the survey. It was necessary for us to get new
respondents so we went to the alumni tents to get fresh respondents. Another drawback we
encountered was that there were only four of us in the group making it difficult to get many surveys at
the Crew Classic.

Lessons Learned for Higher-Quality Future Research

Weve learned that it is necessary to refine your survey many times over because questions may not be
as well written as originally expected. It is necessary to pre-test surveys several times to detect errors
in questions. It is important to make questions as clear as possible so that there isnt any confusion on
the part of the respondents. We also learned that with larger sample sizes it is more efficient and
beneficial for the coding process to have predetermined responses versus open-ended responses
because with a larger sample it takes longer to code and the variations of answers can be quite
numerous.

Conclusions and Recommendations

Conclusions
We feel that the overall atmosphere for the Crew Classic is a relaxed, upper-middle to lower-upper
class environment. Most of the attendees have been to events like it before, and plan to attend again.
Also, most are there because they have an avid interest in the sport, or they know someone who is

competing. The attendees are not looking at this trip as their once a year major vacation, and spend
money accordingly. The event is only two days long, and most attendees trips are not significantly
longer. This does not leave much time for activities outside of the Crew Classic that require extended
periods of time.

Recommendations
After analyzing the collected data, we feel the organizers of the Crew Classic should follow the
following steps when planning next years event. First, when targeting sponsors, attention should be
focused on mid-priced hotels, recognizable semi-upscale restaurants, Sea World with the focus on
providing discounted tickets to attendees, possibly a package deal where attendees could purchase Sea
World and Crew Classic tickets as a bundle.
The hotels we feel should be contacted are the local Holiday Inns, the Marriott residence
Inns, the Marriott Courtyards, and especially the Catamaran resort due to its close proximity. The
organizers should offer to advertise the hotels on their website in exchange for discounted rates and
shuttles to and from the event.
Concerning restaurants, the targets should include establishments such as Black Angus, Red
Lobster and Outback Steak House. A deal should be struck that includes the restaurants paying a
percentage of sales to Crew Classic for sales originating from the event. We prefer to align with
restaurants that are chain stores and have some brand equity.
We also recommend that focus should be shifted away from promoting museums, shopping and
bars. The attendees have little to no interest in these activities, and at most Crew Classic could provide
a short brochure to identify areas of interest to attendees.
For the event itself we feel the organizers should focus on three areas: food, parking, and the
website. For food, many complaints were fielded concerning the lack of choices, particularly healthy
choices. More options should be added for next years event. The single largest complaint was the fee
for parking. Attendees did not appreciate having to pay. We recommend a reduced price if it is
feasible, or a sign apologizing and explaining about the fee. For the website, the reason most traffic
occurs is for information concerning the schedule. Specific attention should be paid to ensure this
feature of the website is prominent and easy to find.
We feel that no follow up research is required at this time. However, research should be
conducted each year in case the demographics change, and constant feedback is always necessary to
ensure continuous improvement.

Appendices
Data Collection Forms
Crew Classic Observer Survey
We are San Diego State University students conducting a marketing research project on the attendees of the San Diego
Crew Classic. Thank you for taking the time to fill out our survey.
1. Please list your current zip code: _________________
2. How many Crew Classics have you attended?
This is my first Crew Classic
2-3
3-5
More than 5

3. How did you hear about the event?

Newspaper
Radio
Television
Friend/family
Other _______________

4. Do you plan to attend the Crew Classic in the future?

Yes
No
5. Do you currently live in San Diego?
Yes ( Skip to question 20 )
No
6. If you do not live in San Diego, how did you get here?
Fly
Drive
Train
Bus
Other ____________
7. How many days will you stay in San Diego while on your
current trip?
1-3
4-6
7-10
11-14
More then 15
8. Where will you be staying while in San Diego?
_______________________________________________
9. If staying in a hotel, how much do you plan on spending
per night on a hotel room?
$50-$74
$75-$99
$100-$149
$150-$199
$200-$300
over $300
Not staying in a hotel ( Skip to question 12 )

10. How many people will be staying in the room with you?
1-2
3-4
5-6
7 or more
11. How many days will you be renting your hotel room?
1-3
4-6
7-10
11-14
15 or more
12. How many people came with you to the Crew Classic?
1-2
3-4
5-6
7-8
9 or more

13. Did you rent a car to get around San Diego?

Yes
No--If no, then what means of transportation are you
using?_____________________________________
14. Please check all activities that you are interested in while
traveling in San Diego.
Bars
Restaurants
Museums
Nightclubs
Sightseeing
Shopping
Amusement parks
15. Will you be shopping at any of the following malls while
in San Diego?
Fashion Valley
Mission Valley
Horton Plaza
Parkway Plaza
Grossmont Center
UTC--La Jolla
16. Would you be more willing to visit the malls if a shuttle
service was provided?
Yes
No--If no, then why not?_________________________
17. Do you plan on visiting the museums in Balboa Park?
San Diego Museum of Art
Museum of Photographic Art
San Diego Natural History Museum
San Diego Historical Society Museum
Rueben H. Fleet Science Center
San Diego Aerospace Museum
18. Do you plan on visiting Sea World?
Yes
No--If no then why not?_________________________
19. If you received discount coupons for Sea World or some
of the museums in Balboa Park would you visit these places?
Yes
No--If no, why not?_____________________________
20. How many times do you travel, leisurely, each year on
average? Please check your response.
0-2 times
3-5 times
More than 6 times
21. Do you own a cellular phone?
Yes
No

22. If yes, who is your service provider?

Cingular/AT&T
Verizon
Sprint
Nextel
T-Mobile

23. If you plan on buying a new car, how long will it be

before you purchase it?
0-6 months
6 months- 1 year
1- 2 years
over 2 years
Do not plan on buying a new car

30. How many people live in your household? Please circle

your response.
1
2
3
4
5
6
7 or more
31. How many children under the age of 18 live in your
household?
0
1
2
3
4
5
6 or more
32. What is your ethnicity? Please check your response.
Caucasian
Pacific Islander
Asian
African American
Hispanic
Native American
Other ____________
Rather not say

24. How much money do you plan on spending in one day at

the Crew Classic on food and souvenirs?

$0-9
$10-29
$30- 49
$50-99
Over $100

33. Please circle the level of education completed?

Some high school
High school graduate
Some college
College graduate
Graduate school
Post Graduate school

25. Have you ever attended any other crew events?

Yes
No

34. What is your yearly income?

00,000 -19,999
20,000 -39,999
40,000 -59,999
60,000 -79,999
80,000 -99,999
100,000-124,999
125,000-149,999
Above 150,000
Rather not say

26. If yes, when? ____________________________________

And where (name of the event)? ____________________
And how many per year? __________________________
27. What is your gender?
M
F

28. Age? Please check your response.

18-24
25-34
35-44
45-54
55-64
65 and up
Rather not say
29. Marital Status:
Single
Married
Widowed
Divorced

35. Have you visited the Crew Classic website?

Yes--If yes, why?______________________________
No
36. How would you rate the Crew Classic in comparison to
other crew events?
better
somewhat better
somewhat worse
worse
37. Do you think the admission price and policy was:
A good value for the money
Too expensive
Not sure

38. What, if anything, could be done to improve the Crew

Classic event?
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
Thank you for your time and help!

Detailed Calculations and Tables of Results

ZIP CODE
Statistics
ZIP_CODE
N
Valid
Missing

212
0
ZIP_CODE
Frequency

Valid

San Diego County

Residents
Other
Total

Percent

Valid Percent

Cumulative
Percent

73

34.4

34.4

34.4

139
212

65.6
100.0

65.6
100.0

100.0

ZIP_CODE

San Diego County Res

Other

Number of Crew Classics Attended

Statistics
Number of Crew Classics Attended
N
Valid
212
Missing
0
Number of Crew Classics Attended

Valid

0
This is my first CC
2-3
3-5
More than 5
Total

Frequency
2
91
61
31
27
212

Percent
.9
42.9
28.8
14.6
12.7
100.0

Valid Percent
.9
42.9
28.8
14.6
12.7
100.0

Cumulative
Percent
.9
43.9
72.6
87.3
100.0

Number of Crew Classics Attended

50

40

30

20

Percent

10

0
0

This is my first CC

2-3

3-5

More than 5

Number of Crew Classics Attended

How You Heard About the Event

Statistics
How You heard about the event
N
Valid
212
Missing
0
How You heard about the event

Valid

newspaper
radio
television
friend/family
other
club/team
Total

Frequency
10
4
3
135
39
21
212

Percent
4.7
1.9
1.4
63.7
18.4
9.9
100.0

How You heard about the event

70
60
50
40
30

Percent

20
10
0
new spaper

television
radio

other
friend/family

How You heard about the event

club/team

Valid Percent
4.7
1.9
1.4
63.7
18.4
9.9
100.0

Cumulative
Percent
4.7
6.6
8.0
71.7
90.1
100.0

Do You Plan on Attending in the Future

Statistics
Do you plan on attending in the future
N
Valid
212
Missing
0
Do you plan on attending in the future

Valid

0
yes
no
Total

Frequency
2
191
19
212

Percent
.9
90.1
9.0
100.0

Valid Percent
.9
90.1
9.0
100.0

Cumulative
Percent
.9
91.0
100.0

Do you plan on attending in the future

no

yes

How Did You Get to San Diego

Statistics
How did you get to SD
N
Valid
212
Missing
0
How did you get to SD

Valid

fly
drive
train
skip
Total

Frequency
71
68
1
72
212

Percent
33.5
32.1
.5
34.0
100.0

Valid Percent
33.5
32.1
.5
34.0
100.0

Cumulative
Percent
33.5
65.6
66.0
100.0

How did you get to SD

40

30

20

Percent

10

0
fly

drive

train

How did you get to SD

Days of Current Trip

Statistics
Days of current trip
N
Valid
Missing

212
0
Days of current trip

Valid

1-3
4-6
7-10
11 or more
skip
Total

Frequency
104
30
3
3
72
212

Percent
49.1
14.2
1.4
1.4
34.0
100.0

Days of current trip

60

50

40

30

Percent

20

10

0
1-3

Days of current trip

4-6

7-10

11 or more

Valid Percent
49.1
14.2
1.4
1.4
34.0
100.0

Cumulative
Percent
49.1
63.2
64.6
66.0
100.0

Did You Rent a Car

Statistics
Did you rent a car
N
Valid
Missing

212
0
Did you rent a car

Valid

yes
no, with no reason given
no bc have own car
using relatives/friends car
skip
Total

Frequency
61
24
42
13
72
212

Percent
28.8
11.3
19.8
6.1
34.0
100.0

Did you rent a car

using relatives/frie

yes
no bc have ow n car

no, w ith no reason g

Where Will You Be Staying

Statistics
Where will you be staying
N
Valid
212
Missing
0

Valid Percent
28.8
11.3
19.8
6.1
34.0
100.0

Cumulative
Percent
28.8
40.1
59.9
66.0
100.0

Where will you be staying

Valid

0
paradise point
Hyatt
friends/relatives house
did not specify hotel
bahia
embassy suites
other
hampton inn
comfort inn
days inn
holiday inn
howard johnson
mission valley resort
radisson
hilton
Dana Inn
skip
Total

Frequency
2
9
9
34
37
5
1
19
1
3
5
4
1
4
1
3
2
72
212

Where will you be staying

20

Percent

10

Where will you be staying

Cost of Hotel per Night

Statistics
Cost of hotel per night
N
Valid
212
Missing
0

Percent
.9
4.2
4.2
16.0
17.5
2.4
.5
9.0
.5
1.4
2.4
1.9
.5
1.9
.5
1.4
.9
34.0
100.0

Valid Percent
.9
4.2
4.2
16.0
17.5
2.4
.5
9.0
.5
1.4
2.4
1.9
.5
1.9
.5
1.4
.9
34.0
100.0

Cumulative
Percent
.9
5.2
9.4
25.5
42.9
45.3
45.8
54.7
55.2
56.6
59.0
60.8
61.3
63.2
63.7
65.1
66.0
100.0

Cost of hotel per night

Valid

$50-74
$75- 99
$100-174
$175-300
over 300
not staying in a hotel
7
12
skip
Total

Frequency
14
18
41
18
5
42
1
1
72
212

Percent
6.6
8.5
19.3
8.5
2.4
19.8
.5
.5
34.0
100.0

Cost of hotel per night

30

20

Percent

10

0
$50-74

$75- 99

$100-174

$175-300

Cost of hotel per night

Number of Days Renting Room

Statistics
Number of days renting room
N
Valid
212
Missing
0

over 300

Valid Percent
6.6
8.5
19.3
8.5
2.4
19.8
.5
.5
34.0
100.0

Cumulative
Percent
6.6
15.1
34.4
42.9
45.3
65.1
65.6
66.0
100.0

Number of days renting room

Valid

1-3
4-6
7-10
11 or more
skip
Total

Frequency
80
14
2
1
115
212

Percent
37.7
6.6
.9
.5
54.2
100.0

Valid Percent
37.7
6.6
.9
.5
54.2
100.0

Cumulative
Percent
37.7
44.3
45.3
45.8
100.0

Number of days renting room

40

30

20

Percent

10

0
1-3

4-6

7-10

11 or more

Number of days renting room

Number of People Who Came With You

Statistics
# people who came with you
N
Valid
212
Missing
0
# people who came with you

Valid

1-2
3-4
5-6
7-8
9 or more
skip
Total

Frequency
84
33
7
3
13
72
212

Percent
39.6
15.6
3.3
1.4
6.1
34.0
100.0

Valid Percent
39.6
15.6
3.3
1.4
6.1
34.0
100.0

Cumulative
Percent
39.6
55.2
58.5
59.9
66.0
100.0

# people who came with you

50

40

30

20

Percent

10

0
1-2

3-4

5-6

7-8

9 or more

# people who came with you

Check if Interested in Visiting:

Statistics

Valid
Missing

check if
interested in
visiting: bars
212
0

restaurants
212
0

museums
212
0

sightseeing
212
0

Frequency Table
check if interested in visiting: bars

Valid

yes
no
skip
Total

Frequency
41
99
72
212

Percent
19.3
46.7
34.0
100.0

Valid Percent
19.3
46.7
34.0
100.0

Cumulative
Percent
19.3
66.0
100.0

restaurants

Valid

yes
no
skip
Total

Frequency
121
19
72
212

Percent
57.1
9.0
34.0
100.0

Valid Percent
57.1
9.0
34.0
100.0

Cumulative
Percent
57.1
66.0
100.0

shopping
212
0

amusement
parks
212
0

museums

Valid

yes
no
skip
Total

Frequency
35
105
72
212

Percent
16.5
49.5
34.0
100.0

Valid Percent
16.5
49.5
34.0
100.0

Cumulative
Percent
16.5
66.0
100.0

sightseeing

Valid

yes
no
skip
Total

Frequency
69
71
72
212

Percent
32.5
33.5
34.0
100.0

Valid Percent
32.5
33.5
34.0
100.0

Cumulative
Percent
32.5
66.0
100.0

shopping

Valid

yes
no
skip
Total

Frequency
74
66
72
212

Percent
34.9
31.1
34.0
100.0

Valid Percent
34.9
31.1
34.0
100.0

Cumulative
Percent
34.9
66.0
100.0

amusement parks

Valid

yes
no
skip
Total

Frequency
24
116
72
212

Percent
11.3
54.7
34.0
100.0

Valid Percent
11.3
54.7
34.0
100.0

Cumulative
Percent
11.3
66.0
100.0

Pie Chart
restaurants
check if interested in visiting: bars
no

yes

no

yes

sightseeing

museums
yes

yes
no

no

shopping
amusement parks

no

yes

yes

no

More Willing to Go to the Malls if Shuttle was Provided

Statistics
More willing to go to the malls if shuttle was provided
N
Valid
212
Missing
0

More willing to go to the malls if shuttle was provided

Valid

0
yes
no with no reason given
no bc they dont plan to
shop
no bc they have own
transportation
not interested
no only here for race
not enough money
other
skip
Total

Frequency
5
43
34

Percent
2.4
20.3
16.0

Valid Percent
2.4
20.3
16.0

Cumulative
Percent
2.4
22.6
38.7

3.8

3.8

42.5

26

12.3

12.3

54.7

11
10
1
2
72
212

5.2
4.7
.5
.9
34.0
100.0

5.2
4.7
.5
.9
34.0
100.0

59.9
64.6
65.1
66.0
100.0

More willing to go to the malls if shuttle was provided

other
not enough money
no only here for rac
not interested
yes

no bc they have ow n

no bc they dont plan

no w ith no reason gi

Interested in Visiting Museums

Statistics

Valid
Missing

san diego
museum
of art
212
0

Frequency Table

museum of
photographic
art
212
0

natural history
museum
212
0

historical
society
museum
212
0

aerospace
museum
212
0

san diego museum of art

Valid

0
yes
no
6
skip
Total

Frequency
1
14
124
1
72
212

Percent
.5
6.6
58.5
.5
34.0
100.0

Valid Percent
.5
6.6
58.5
.5
34.0
100.0

Cumulative
Percent
.5
7.1
65.6
66.0
100.0

museum of photographic art

Valid

0
yes
no
skip
Total

Frequency
1
6
133
72
212

Percent
.5
2.8
62.7
34.0
100.0

Valid Percent
.5
2.8
62.7
34.0
100.0

Cumulative
Percent
.5
3.3
66.0
100.0

natural history museum

Valid

0
yes
no
skip
Total

Frequency
1
12
127
72
212

Percent
.5
5.7
59.9
34.0
100.0

Valid Percent
.5
5.7
59.9
34.0
100.0

Cumulative
Percent
.5
6.1
66.0
100.0

historical society museum

Valid

0
yes
no
skip
Total

Frequency
1
4
135
72
212

Percent
.5
1.9
63.7
34.0
100.0

Valid Percent
.5
1.9
63.7
34.0
100.0

Cumulative
Percent
.5
2.4
66.0
100.0

aerospace museum

Valid

0
yes
no
skip
Total

Frequency
1
13
126
72
212

Percent
.5
6.1
59.4
34.0
100.0

Valid Percent
.5
6.1
59.4
34.0
100.0

Cumulative
Percent
.5
6.6
66.0
100.0

Pie Chart
museum of photographic art

san diego museum of art

yes

yes

no

no

natural history museum

historical society museum

yes

yes

no

no

aerospace museum

yes

no

Interested in Shopping
Statistics

Valid
Missing

Check if
interested in
shopping at:
fashion valley
212
0

mission valley
212
0

horton plaza
212
0

grossmont
center
212
0

Frequency Table
Check if interested in shopping at: fashion valley

Valid

yes
no
skip
Total

Frequency
30
110
72
212

Percent
14.2
51.9
34.0
100.0

Valid Percent
14.2
51.9
34.0
100.0

Cumulative
Percent
14.2
66.0
100.0

mission valley

Valid

yes
no
skip
Total

Frequency
20
120
72
212

Percent
9.4
56.6
34.0
100.0

Valid Percent
9.4
56.6
34.0
100.0

Cumulative
Percent
9.4
66.0
100.0

horton plaza

Valid

yes
no
skip
Total

Frequency
26
114
72
212

Percent
12.3
53.8
34.0
100.0

Valid Percent
12.3
53.8
34.0
100.0

Cumulative
Percent
12.3
66.0
100.0

grossmont center

Valid

yes
no
skip
Total

Frequency
6
134
72
212

Percent
2.8
63.2
34.0
100.0

Valid Percent
2.8
63.2
34.0
100.0

Cumulative
Percent
2.8
66.0
100.0

UTC La Jolla
212
0

UTC La Jolla

Valid

yes
no
skip
Total

Frequency
14
126
72
212

Percent
6.6
59.4
34.0
100.0

Valid Percent
6.6
59.4
34.0
100.0

Cumulative
Percent
6.6
66.0
100.0

Pie Chart
mission valley

yes

Check if interested in shopping at: fashion valley

yes

no
no

grossmont center
horton plaza
yes
yes

no
no

UTC La Jolla

yes

no

Why Do You Not Plan on Visiting the Museums

Statistics
why do you not plan on visiting the museums
N
Valid
212
Missing
0
why do you not plan on visiting the museums

Valid

0
no reason given
no time
already been there
previosly
only want to attend race
other
not enough money
skip
Total

Frequency
1
30
54

Percent
.5
14.2
25.5

Valid Percent
.5
14.2
25.5

Cumulative
Percent
.5
14.6
40.1

2.4

2.4

42.5

9
12
1
100
212

4.2
5.7
.5
47.2
100.0

4.2
5.7
.5
47.2
100.0

46.7
52.4
52.8
100.0

why do you not plan on visiting the museums

30

20

Percent

10

0
no time

only w ant to attend

already been there p

not enough money

other

why do you not plan on visiting the museums

Sea World, Zoo, Legoland

Statistics
Sea World, Zoo, Legoland
N
Valid
212
Missing
0
Sea World, Zoo, Legoland

Valid

yes
no with no reason given
no, no time
no been there before
other
not interested
race only
skip
Total

Frequency
29
37
47
13
6
3
5
72
212

Percent
13.7
17.5
22.2
6.1
2.8
1.4
2.4
34.0
100.0

Valid Percent
13.7
17.5
22.2
6.1
2.8
1.4
2.4
34.0
100.0

Cumulative
Percent
13.7
31.1
53.3
59.4
62.3
63.7
66.0
100.0

Sea World, Zoo, Legoland

race only
not interested
other

yes

no been there before

no w ith no reason gi
no, no time

More Likely to Go if Given Coupons

Statistics
More likely to go if given coupons
N
Valid
212
Missing
0
More likely to go if given coupons

Valid

0
yes
no with no reason given
no time
been there before
not interested
here for race only
skip
Total

Frequency
5
72
26
22
7
3
5
72
212

Percent
2.4
34.0
12.3
10.4
3.3
1.4
2.4
34.0
100.0

Valid Percent
2.4
34.0
12.3
10.4
3.3
1.4
2.4
34.0
100.0

Cumulative
Percent
2.4
36.3
48.6
59.0
62.3
63.7
66.0
100.0

More likely to go if given coupons

here for race only
not interested
been there before

no time

yes

no w ith no reason gi

How Much $ Plan on Spending in SD

Statistics
How much $ plan on spending in SD
N
Valid
212
Missing
0
How much $ plan on spending in SD

Valid

0
0-50
51-150
151-300
301-500
501-1000
over 1000
skip
Total

Frequency
1
2
31
29
39
24
14
72
212

Percent
.5
.9
14.6
13.7
18.4
11.3
6.6
34.0
100.0

Valid Percent
.5
.9
14.6
13.7
18.4
11.3
6.6
34.0
100.0

How much $ plan on spending in SD

20

Percent

10

0
0-50

51-150

151-300

301-500

How much $ plan on spending in SD

501-1000

over 1000

Cumulative
Percent
.5
1.4
16.0
29.7
48.1
59.4
66.0
100.0

How Often Do You Travel Leisurely in One Year

Statistics
How often do you travel leisurely in one year
N
Valid
212
Missing
0
How often do you travel leisurely in one year

Valid

0
0-2
3-5
6 or more
Total

Frequency
1
46
110
55
212

Percent
.5
21.7
51.9
25.9
100.0

Valid Percent
.5
21.7
51.9
25.9
100.0

How often do you travel leisurely in one year

60

50

40

30

Percent

20

10
0-2

3-5

6 or more

How often do you travel leisurely in one year

Provider of Cell Service

Statistics

Valid
Missing

Do you own
a cell phone
212
0

Provider of
cell service
212
0

Cumulative
Percent
.5
22.2
74.1
100.0

Frequency Table
Do you own a cell phone

Valid

yes
no
Total

Frequency
206
6
212

Percent
97.2
2.8
100.0

Valid Percent
97.2
2.8
100.0

Cumulative
Percent
97.2
100.0

Provider of cell service

Valid

cingular/AT&T
verizon
sprint
nextel
T-mobile
other
do not own cell phone
99
Total

Frequency
76
75
22
9
10
14
3
3
212

Percent
35.8
35.4
10.4
4.2
4.7
6.6
1.4
1.4
100.0

Valid Percent
35.8
35.4
10.4
4.2
4.7
6.6
1.4
1.4
100.0

Cumulative
Percent
35.8
71.2
81.6
85.8
90.6
97.2
98.6
100.0

Pie Chart
Provider of cell service
other

Do you own a cell phone

T-mobile
nextel

no

cingular/AT&T
sprint

verizon
yes

How Long Until You Plan on Buying a Car

Statistics
How long until you plan on buying a car
N
Valid
212
Missing
0

How long until you plan on buying a car

Valid

0
30 days
2-3 months
4-6 months
6 months to one year
Do not plan on
buying a car
Total

Frequency
2
5
8
5
27

Percent
.9
2.4
3.8
2.4
12.7

Valid Percent
.9
2.4
3.8
2.4
12.7

Cumulative
Percent
.9
3.3
7.1
9.4
22.2

165

77.8

77.8

100.0

212

100.0

100.0

How long until you plan on buying a car

30 days
2-3 months
4-6 months
6 months to one year

Do not plan on buyin

Money You Plan to Spend in 1 Day at Crew Classic

Statistics
$ plan to spend in 1 day at CC
N
Valid
212
Missing
0
$ plan to spend in 1 day at CC

Valid

0
0-9
10-29
30-49
50-99
0ver 100
Total

Frequency
2
26
62
51
43
28
212

Percent
.9
12.3
29.2
24.1
20.3
13.2
100.0

Valid Percent
.9
12.3
29.2
24.1
20.3
13.2
100.0

Cumulative
Percent
.9
13.2
42.5
66.5
86.8
100.0

$ plan to spend in 1 day at CC

40

30

Percent

20

10
0-9

10-29

30-49

50-99

0ver 100

$ plan to spend in 1 day at CC

How Many Times per Year Do You Attend Crew Events

Statistics

Valid
Missing

Ever attended
other crew
events
212
0

how many
times per yr
do you attend
crew events
212
0

Frequencies
Statistics

Valid
Missing

Ever attended
other crew
events
212
0

how many
times per yr
do you attend
crew events
212
0

Frequency Table
Ever attended other crew events

Valid

0
yes
no
Total

Frequency
1
152
59
212

Percent
.5
71.7
27.8
100.0

Valid Percent
.5
71.7
27.8
100.0

Cumulative
Percent
.5
72.2
100.0

how many times per yr do you attend crew events

Valid

0
1-2
3-4 times a year
5-6 times a year
more than 7
times per year
99
Total

Frequency
52
21
26
24

Percent
24.5
9.9
12.3
11.3

Valid Percent
24.5
9.9
12.3
11.3

Cumulative
Percent
24.5
34.4
46.7
58.0

30

14.2

14.2

72.2

59
212

27.8
100.0

27.8
100.0

100.0

Pie Chart
Ever attended other crew events
no

yes

how many times per yr do you attend crew events

1-2
more than 7 times pe

3-4 times a year

5-6 times a year

Demographics

Statistics

Valid
Missing

GENDER
212
0

AGE
212
0

marital status
212
0

ethnicity
212
0

level of
education
completed
212
0

Frequency Table
GENDER

Valid

male
female
Total

Frequency
103
109
212

Percent
48.6
51.4
100.0

Valid Percent
48.6
51.4
100.0

Cumulative
Percent
48.6
100.0

AGE

Valid

0
18-24
25-34
35-44
45-54
55-64
over 65
rather not say
Total

Frequency
1
37
22
21
94
30
6
1
212

Percent
.5
17.5
10.4
9.9
44.3
14.2
2.8
.5
100.0

Valid Percent
.5
17.5
10.4
9.9
44.3
14.2
2.8
.5
100.0

Cumulative
Percent
.5
17.9
28.3
38.2
82.5
96.7
99.5
100.0

marital status

Valid

0
single
married
widowed
divorced
Total

Frequency
2
70
121
4
15
212

Percent
.9
33.0
57.1
1.9
7.1
100.0

Valid Percent
.9
33.0
57.1
1.9
7.1
100.0

Cumulative
Percent
.9
34.0
91.0
92.9
100.0

yearly income
212
0

ethnicity

Valid

0
caucasian
pacific islander
asian
african american
hispanic
native american
other
rather not say
Total

Frequency
1
176
2
5
2
11
4
3
8
212

Percent
.5
83.0
.9
2.4
.9
5.2
1.9
1.4
3.8
100.0

Valid Percent
.5
83.0
.9
2.4
.9
5.2
1.9
1.4
3.8
100.0

Cumulative
Percent
.5
83.5
84.4
86.8
87.7
92.9
94.8
96.2
100.0

level of education completed

Valid

0
high school graduate
some college
college graduate
grad school
post grad school
Total

Frequency
3
5
54
79
50
21
212

Percent
1.4
2.4
25.5
37.3
23.6
9.9
100.0

Valid Percent
1.4
2.4
25.5
37.3
23.6
9.9
100.0

Cumulative
Percent
1.4
3.8
29.2
66.5
90.1
100.0

yearly income

Valid

0
0-19,999
20,000- 39,999
40,000- 59,999
60,000- 79,999
80,000- 99,999
100,000- 124,999
125,000- 149,999
above 150,000
rather not say
Total

Pie Chart

Frequency
4
18
26
21
20
22
22
9
30
40
212

Percent
1.9
8.5
12.3
9.9
9.4
10.4
10.4
4.2
14.2
18.9
100.0

Valid Percent
1.9
8.5
12.3
9.9
9.4
10.4
10.4
4.2
14.2
18.9
100.0

Cumulative
Percent
1.9
10.4
22.6
32.5
42.0
52.4
62.7
67.0
81.1
100.0

GENDER

male
female

AGE
over 65
18-24

55-64

25-34

35-44
45-54

marital status
divorced
w idow ed

single

married

ethnicity
hispanic
asian
other
native american
african american
pacific islander

caucasian

level of education completed

post grad school

high school graduate

grad school
some college

college graduate

yearly income
above 150,000

0-19,999

20,000- 39,999
125,000- 149,999

100,000- 124,999
40,000- 59,999

80,000- 99,999

60,000- 79,999

Number of People Who Live in Your Household

Statistics

Valid
Missing

# people who
live in your
household
212
0

# children
who live in
household
212
0

Frequency Table
# people who live in your household

Valid

0
1
2
3
4
5
6
Total

Frequency
1
20
72
56
48
13
2
212

Percent
.5
9.4
34.0
26.4
22.6
6.1
.9
100.0

Valid Percent
.5
9.4
34.0
26.4
22.6
6.1
.9
100.0

Cumulative
Percent
.5
9.9
43.9
70.3
92.9
99.1
100.0

# children who live in household

Valid

0
1
2
3
4
5
Total

Bar Chart

Frequency
137
47
18
6
1
3
212

Percent
64.6
22.2
8.5
2.8
.5
1.4
100.0

Valid Percent
64.6
22.2
8.5
2.8
.5
1.4
100.0

Cumulative
Percent
64.6
86.8
95.3
98.1
98.6
100.0

# people who live in your household

40

30

20

Percent

10

0
0

# people who live in your household

# children who live in household

70
60
50
40
30

Percent

20
10
0
0

# children who live in household

Ever Visited the CC Website

Statistics
ever visited the CC website
N
Valid
212
Missing
0

ever visited the CC website

Valid

0
yes no reason given
yes to check schedule
yes to get directions to
course
general info
no
Total

Frequency
2
38
52

Percent
.9
17.9
24.5

Valid Percent
.9
17.9
24.5

Cumulative
Percent
.9
18.9
43.4

12

5.7

5.7

49.1

20
88
212

9.4
41.5
100.0

9.4
41.5
100.0

58.5
100.0

ever visited the CC website

yes no reason given

no

yes to check schedul

yes to get direction

general info

How Do You Rate CC in Comparison to Other Events

Statistics
How do you rate CC in comparison to other events
N
Valid
212
Missing
0
How do you rate CC in comparison to other events

Valid

0
better
somewhat better
somewhat worse
worse
Total

Frequency
37
135
36
3
1
212

Percent
17.5
63.7
17.0
1.4
.5
100.0

Valid Percent
17.5
63.7
17.0
1.4
.5
100.0

Cumulative
Percent
17.5
81.1
98.1
99.5
100.0

How do you rate CC in comparison to other events

w orse
somew hat w orse
somew hat better

better

Was Admission Price/Policy:

Statistics
Was admission price/policy:
N
Valid
212
Missing
0
Was admission price/policy:

Valid

0
good value for money
too expensive
not sure
Total

Frequency
4
130
44
34
212

Percent
1.9
61.3
20.8
16.0
100.0

Valid Percent
1.9
61.3
20.8
16.0
100.0

Cumulative
Percent
1.9
63.2
84.0
100.0

Was admission price/policy:

not sure

too expensive
good value for money

What Can Be Done to Improve

Statistics
What can be done to improve
N
Valid
212
Missing
0
What can be done to improve

Valid

0
handwash facilities
parking fee
more chairs in front of
jumbotron
more local advertising
better/more food
better video of boats
on water
no improvements
necessary
other
lower admission price
more shade
Total

Frequency
115
3
14

Percent
54.2
1.4
6.6

Valid Percent
54.2
1.4
6.6

Cumulative
Percent
54.2
55.7
62.3

1.9

1.9

64.2

1
10

.5
4.7

.5
4.7

64.6
69.3

.9

.9

70.3

13

6.1

6.1

76.4

36
5
9
212

17.0
2.4
4.2
100.0

17.0
2.4
4.2
100.0

93.4
95.8
100.0

Percent What can be done to improve

What can be done to improve

7
6
5
4
3
2
1
0

Bibliography
www.crewclassic.org (2005) Accessed on April 27, 2005.