Marketing research methods and applications

Marketing Questionnaire

Please describe your current status at AAU: Undergrad or graduate student? Alumnus?

Do you take most of your classes: Online? On campus?

Are you an art student?

If yes, what is your primary area of concentration?

How much do you usually spend on the artistic products required for the classes in your area of concentration?

How much do you usually spend on the artistic products required for the classes not in your area of concentration, but required for your art degree?

Where do you purchase the majority of those products? At an art store? A computer store? At a campus store? Online? Or elsewhere?

How much do you feel is reasonable to spend, on average, every semester, on art school supplies? Please include one total for the products in your major area of concentration, and another total for general supplies and required items.

Do you feel as though there is a strong sense of school spirit at AAU?

Would you be more willing to buy a product with an AAU logo? Less likely?

Please rank, in order of importance, the way you chose what and how you buy art supplies for a given semester, one being the most important and three being the least

Price

Course Requirements

Attractiveness

Usefulness

Creative design

Convenience in store

Immediate interest to me

If you do not like the school's logo, please tell us why and if so inclined, suggest an alternative -- after all, you are an art school student!

Marketing research results -- Marketing Questionnaire Analysis

Overall, of the art students polled, price was a major concern, followed by course requirements, in determining what they bought. This was particularly true of students in computer-oriented majors, although fine arts majors rated price as the highest concern as well. All reported spending more on major and non-major art supplies than they wanted to. School logos and school spiritedness was of a particularly low concern for these art majors.

Art majors in general, perhaps because they tend not to be active in other community events such as athletics or extracurricular activities outside of the art school, and face an uncertain job market for their majors as well as boast high online course enrollment rate, state that price is of the essence when purchasing supplies. Thus pricing strategy is vital in constructing a viable demand at the new on campus store. Offering art student discounts is one way to draw students in. Another might be to offer second hand books, or even a section where costly computer and graphic design items could be rented for the semester.