Mary Jenkins

PRLS 330: Research Methods in Public Relations

Executive Summary
Purpose of the research
To explore undergraduate student attitudes and opinions regarding the services provided

by the university fitness facility.

Overview of key findings, conclusions and recommendations

In general, I found that there was a lack of awareness of the clients social media across

all participants in my research, though there was not a lack of interest in following these

accounts. There was confusion over the times the pool is open as well as what it is able to be

used for. There was a desire for aquatic classes to be added. Every participant had a positive

experience with the client in general, especially with the clients intramural program. Students

desire additional amenities which would make the adding swimming to the exercise more

convenient. Lastly, there are women that are interested in participating in the intramural program

that are not currently due to a lack of awareness of all-female leagues.

I recommend that the client utilizes other Gonzaga University social media accounts and

follows Gonzaga University students first on social media to increase awareness of these

accounts. The client should also increase classes and intramural sports offered in the pool. The

Hemmingson Center should be utilized more regularly to post banners and flyers. The client

should offer amenities such as towels in the aquatic center for students to use.

Participant Demographics
In this research project, I conducted an In-Depth Interview with a female senior who was

a major in Business Administration in the School of Business. I also conducted a focus group

with four freshmen: a male Human Physiology major in the School of Nursing and Human

Physiology, a male Business Finance major in the School of Business, a female Special

Education major in the School of Education, and a female Sociology major in the College of Arts

and Sciences.
Introduction
Problem definition
Nationwide nearly one-third of college students were reported to be overweight or obese,

nearly one-quarter of students are not aware of campus facilities and fields and their availability,

and less than half of college students engage in fitness activities regularly.

Importance of research
Research will increase fitness center administrators awareness of the true needs and

desires of Gonzaga University students. This awareness will help the administrators more

completely assist students in improving their health and fitness.

Report organization
This report is organized into four main sections: (1) executive summary, (2) introduction,

(3) discussion of the research and findings and (4) conclusions and recommendations.

Data collection and analysis methods

I collected qualitative primary data through conducting an In-Depth Interview and a

Focus Group. These sessions were recorded and transcribed. The transcriptions were then

annotated through thematic analysis and going through my field notes.

Problems encountered
The only problem I encountered was one female freshman participant did not show up to

the focus group.

Discussion of the Research Findings

In regards to the clients social media platforms, there was a unanimous lack of

awareness from both the focus group and in depth interview participants, however, there was not

a lack of interest. The participants had utilized and had positive experiences with the REC*IT

app. The freshman male participants, especially, found this was a very effective way they had

received information in the past and were very interested in its continued use in the future. There
was a lack of awareness of the existence of female-only leagues. There was also some confusion

over the hours the pool was open and what options were available when the pool was open.

Conclusions and Recommendations

Conclusions
All participants reported they would be interested in not only following the clients

accounts on Facebook, Instagram and Twitter, but they would also be interested in receiving

information from and interacting with the client on these platforms. All participants noted they

had received information through Morning Mail in the past, however this is not an effective

outlet and they were not interested in receiving information this way in the future.

In regards to the clients intramural program, there was negative feedback from the

captains quiz. Most participants felt the quiz was too long and a waste of time. Another point of

negative feedback was from experience with referees. One participant reported that multiple

times during basketball season he felt that if he had a question during a game, some referees

would not allow him the space to ask them. Specifically with female participants, there was a

lack of awareness for all-female leagues. Most females knew they could play on a co-ed team,

however they showed less interest in play against men.

Lastly, in regards to the clients aquatic center, participants desired free swim time in

the pool without the lanes. Multiple participants reported that it was a hassle to bring a towel and

swimsuit with them to the gym along with the rest of their gear. Participants were unaware of

how to incorporate swimming into their workout, though they would be interested in using the

pool. There was a lot of interest in exercise classes and intramural sports in the pool, and these

would be taken advantage of if they were offered.

Recommendations
My recommendation for the clients social media is first to partner with other Gonzaga

University social media accounts, interacting with Twitter accounts, like the Kennel Club page,
which would expose the clients social media to many students. Another way to increase

awareness, as awareness was reported to be the problem more than interest, is to follow Gonzaga

University students first. This will increase students awareness of the social media accounts and

the students will be able to see that the client is active on these social media accounts. As the

majority of the clients employees are students at the university, they likely have many followers

who are Gonzaga University students. Having these employees share posts from the account and

tag the account in their own posts will direct traffic to the clients pages.

My recommendations for the clients intramural program is to use flyers and posters

around campus to announce upcoming deadlines for registration period. If it is possible, shorten

the captain quiz so it includes on the most important elements to understand. The client could

also emphasize all-female leagues more in their advertisements to increase awareness of this

option for women seeking to participate in intramural sports but do not have a desire to play on a

co-ed team. I would also recommend adding kickball, dodgeball and ultimate football to the

clients existing sports.

My recommendations to increase use of the clients aquatic center is to offer time in the

pool without the lanes or with only half of the pool divided into lanes. This would make the

option for more social time in the pool. The client could also make towels available to students

who are using the pool. The client should hold an informational class on how to incorporate

swimming as a workout so students will be more inclined to use the pool for exercise. This will

encourage those students who have the desire to swim but are not sure how to begin using the

pool more regularly. Exercise classes that could be added include water aerobics, continued

instructional classes, and a meditation class in the water. Intramural sports the client could

incorporate include water polo, water basketball and swim races.

 References

Allen, R., & Ross, C. M. (2013). An Assessment of Proximity of Fitness Facilities and

Equipment and Actual Perceived Usage by Undergraduate University Students: A Pilot

Study. Recreational Sports Journal,37(123), 135th ser., 1-14.

Fullerton, D. S. (2011). A Collaborative Approach to College and University Student Health and

Wellness. New Directions for Higher Education,153, 1-10. doi:10.1002/he.427

Racette, S. B., PhD, Deusinger, S. S., PT, PhD, Strube, M. J., PhD, Highstein, G. R., RN, PhD,

& Deusinger, R. H., PT, PhD. (2005). Weight Changes, Exercise, and Dietary Patterns

During Freshman and Sophomore Years of College. Journal of American College

Health,53(6), 1-8.

Reed, J., EdD. (2007). Perceptions of the Availability of Recreational Physical Activity Facilities

on a University Campus. Journal of American College Health,55(4), 1-7.

Strand, B. N., Egeberg, J., & Mozumdar, A. (2010). The Prevalence and Characteristics of

Wellness Programs and Centers at Two-Year and Four-Year Colleges and

Universities. Recreational Sports Journal,34(45), 57th ser., 1-14.

Strout, Erin. The Obesity Epidemic Comes to College Campuses.

 Appendices

Focus Group Discussion Guide

Section 01
Spring 2017
Welcome
If you havent done so already, would you please take a moment to look over and sign your
participation agreements?

Before we begin, I would like to take a moment for all of us to introduce ourselves. (Go around
the room and have everyone introduce themselves)

Thank you!

Welcome to this focus group session and thank you so much for being here! The goal today is to
obtain your insights into the Rudolf Fitness Centers intramural program participation and pool
usage.

In this focus group, I hope to delve into as much information as possible within the allotted time.
I have several prepared questions that I will be asking the group. As I present each question, I
will ask you to take a minute and write down a few thoughts on the subject prior to answering.
There is no right or wrong answer and I want everyone to have an opportunity to contribute their
thoughts. I have some basic ground rules for the discussion. I will ask for one responder to speak
at a time; for you to project your voice because we are recording; and for you to ask questions
whenever you have them. As the moderator I will try to keep the discussion as focused and
organized as possible.

I would like to remind you that I am audio recording this session and that all of you will be
assigned a pseudonym to protect your anonymity. All information that I gather will be used to
help the Rudolf Fitness Center make the changes that the students want. At this time does anyone
have any questions about how the information we collect today will be used?

Questions
1. Opening General Question: What is your awareness of the Rudolf Fitness Center and its
amenities? (Repeat the question) Please take a moment to jot down a few of your thoughts before
we begin.
1a. What did you experience in the Rudolf Fitness Center during the fall semester that
you would like to see changed? (Repeat the question) Please take a moment to jot down a
few of your thoughts before we begin.

1b. Do you follow the Rudolf Fitness Center on social media and which social media
platforms would you like to see the Rudolf Fitness Center use for you to receive various
news regarding intramurals, pool/facility hours, etc.? (Repeat the question) Please take a
moment to jot down a few of your thoughts before we begin
2. What is your awareness of the Rudolf Fitness Center Intramural programs that are offered?
(Repeat the question) Please take a moment to jot down a few of your thoughts before we begin.
2a. How do you receive information about various Rudolf Fitness Center intramural
activities? How do you feel about the registration process for intramural activities?
(Repeat the question) Please take a moment to jot down a few of your thoughts before we
begin.

2b. What exposure have you had to social media regarding the Rudolf Fitness Centers
intramurals? How could the Rudolf Fitness Center better market and promote intramural
programs? (Repeat the question) Please take a moment to jot down a few of your
thoughts before we begin.

3. What has been your experience with the Rudolf Fitness Centers Intramural program? (Repeat
the question) Please take a moment to jot down a few of your thoughts before we begin.
3a. What improvements would you like to see in the Rudolf Fitness Centers intramural
programs? (Repeat the question) Please take a moment to jot down a few of your
thoughts before we begin.

3b. Why do you think women do not participate in intramurals as often as men, and what
could the intramural program do to improve female involvement? (Repeat the question)
Please take a moment to jot down a few of your thoughts before we begin.

4. What kind of intramural sports could be offered in the Rudolf Fitness Center pool, aside from
inner-tube basketball, that you would participate in to increase pool usage? (Repeat the question)
Please take a moment to jot down a few of your thoughts before we begin.
4a. If more for-credit exercise classes were offered in the Rudolf Fitness Center pool,
would you register for them? What classes would you suggest to be added? (Repeat the
question) Please take a moment to jot down a few of your thoughts before we begin.

5. What has been your experience with the Rudolf Fitness Center pool? (Repeat the question)
Please take a moment to jot down a few of your thoughts before we begin.
5a. If you dont use the Rudolf Fitness Center pool, why not and what could the fitness
center do to increase your usage of the pool? (Repeat the question) Please take a moment
to jot down a few of your thoughts before we begin.

5b. How do you receive information about pool services, events, hours, etc. and how
could the Rudolf Fitness Center better market and promote pool activities and events?
(Repeat the question) Please take a moment to jot down a few of your thoughts before we
begin.

6. Final Thoughts (last question) As we start to wrap things up, is there anything we have not
discussed about intramural programs, the pool, or the Rudolf Fitness Center in general, that you
would like to address? Is there anything you would like to add? (Repeat the question) Please take
a moment to jot down a few of your thoughts before we begin.

Closing
Thank you so much for your insights today. This session has been an invaluable experience. The
information gathered today will be utilized by the fitness center to directly benefit the students as
much as possible. Thank you again for participating in this focus group.

Executive In-depth Interview Questions

Section 01
Spring 2017

1. What is your opinion of the Rudolf Fitness Centers intramural program?

a. What can the Rudolf Fitness Center do to encourage more intramural participation by
women?

b. How can the Rudolf Fitness Center better market the intramural program to students?

2. Why do you, or why dont you, participate in intramural sports?

a. What kinds of intramural sports would you like to see offered by the Rudolf Fitness
Center?

3. Why do you, or why dont you, use the Rudolf Fitness Center pool?
a. What kind of pool classes would students like to see? b. How can the pool be
improved?

4. What can the Rudolf Fitness Center do to encourage more students to use the pool?
a. How can the Rudolf Fitness Center better market the pool to students?

5. Why arent students following the Rudolf Fitness Center on social media?
a. What social media applications do students prefer to follow?

6. Based on what youve experienced at the RFC over the past four years, what can be improved
if a relative of yours were to be a Freshman at Gonzaga next year?
a. In general, what is your overall opinion of the Rudolf Fitness Center?