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Taryn Brandel

PRLS 330-01

Public Relations Research Methods


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Executive Summary

Purpose of the research

The goal behind this research is to gain insights about the opinions and attitudes regarding the

services of the client. The findings of the research will help the client better understand and

connect with students at Gonzaga in order to improve services.

Overview of key findings, conclusions and recommendations

A common concern of students was that the clients facility does not meet the desired space

requirements. Students noted that the issue of crowdedness can deter them from going to the gym

and that this issue could be mitigated if there were a bigger facility. Another key finding was that

females use the weight room far less than their male counterparts. Participants indicated that the

marketing efforts of the client can be increased to bring more awareness to the clients programs

and services. From the research conducted, I was able to conclude that students want to have

more space to workout, that many women feel uncomfortable or intimidated in the weight room,

and that intramurals are seen as positive programming for Gonzaga students. Students also

shared their insights on possible solutions to their concerns. One recommendation is to

implement an email notification system to monitor busy times at the fitness center and let

students know of times when its less crowded. Another suggestion was to create an introductory

weight lifting class geared toward female students. Placing an extra set of free weights upstairs

was another suggestion to make women feel more comfortable at the facility. Additionally,

students voiced that adding another round of freshmen games would be well received by

freshmen and give them another opportunity to experience intramurals if they missed registering

for freshmen games.

Participant demographics

The participant demographics of our research included a focus group consisting of 2 males and 1

female who are all current freshmen at Gonzaga studying in the School of Business, College of
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Arts & Sciences, and the School of Engineering. The in-depth interview was with a senior

student studying nursing.

Introduction

Problem definition

Colleges and universities are under mounting pressure to improve the overall wellness and health

benefits to the student populations in which they serve. Convenient access to university fitness

facilities not only encourages physical activity, but also supports models of healthy lifestyles

behaviors and choices. While universities are allocating substantial financial resources into

athletic and recreational sport facilities, college students are not maximizing the services

provided.

Importance of the research

The research use will be enlightenment, which will serve to enhance understanding and possibly

challenge existing beliefs regarding services provided by the Universitys fitness center. Findings

will be useful to fitness center administrators in determining service delivery content and

methods that best contribute to students health and fitness.

Report organization

This report begins by explaining the purpose of our research for the client. The overview of the

research then outlines key findings, conclusions and recommendations. The demographics of the

participants follows this, giving more insight to the students interviewed in the research. The

report then defines the problem that the research intends to address, the importance of why the

research was conducted, how the data was collected and analyzed, and addresses problems that

occurred within the research. The report then offers a more extensive look into the findings,

conclusions and recommendations of the research. Lastly, the appendix of the report consists of

the guided questions used in both the focus group and in-depth interview when conducting the

research.
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Data collection and analysis methods

All of the data collected in this research was primary-data. The collection of data was gathered

through two ways: a focus group as well as an in-depth interview. Both sessions with participants

were recorded and then transcribed. The data was analyzed through thematic analysis where the

transcripts of both interviews were reviewed to identify patterns and themes throughout the

students responses.

Problems encountered

A minor problem occurred while conducting the focus group when one of the female participants

did not show up, however, we were still able to have a great discussion and gain valuable insight

from the students that were there.

Discussion of the Research and Findings

A common theme discussed among all participants was that students are very happy with the

customer service provided by the clients staff. I was also able to identify that the lack of space of

the clients facility is seen as an issue, both in terms of the physical building itself, along with

available field space. My research highlighted that crowdedness can be seen as a deterrent to

students going to the clients facility because participants noted they dont get as much out of

their workout when the facility is extremely busy. Students did not see the current schedule as

inhibiting to their ability to make use of the facility. An insight gathered from the focus group in

particular established that freshmen really enjoyed being involved in intramurals through

Freshmen Games because they it let them learn more about what kind of sports are offered

through the intramural program. Another finding from our research is that women typically feel

uncomfortable or intimidated in the weight room at the facility. All participants indicated that an

introductory weight lifting class geared toward teaching women how to use the weight room

would be a positive implementation. Students shared that the marketing efforts of the client can
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be increased in order to improve awareness of the services and opportunities that exist at the

clients facility.

Conclusions and Recommendations

Conclusions

Students see the lack of space as an issue and would like to either see the clients facility expand

or be set up differently to allow for more space. Students at Gonzaga are unaware of the clients

marketing efforts and would benefit from increased exposure to marketing material from the

client. It was determined that females feel uncomfortable in the weight room for a variety of

reasons, including the fact that many do not know what they are doing, they feel that guys gawk

at them while in the weight room and do not feel that there is sufficient space for them to work

out comfortably. Lastly, the intramural sports offered by the client are seen as positive

programming on campus where participants of varying ages enjoy being involved.

Recommendations

Throughout my discussions with participants, there were many positive recommendations made

to address students concerns of the client. The first recommendation was to establish some kind

of system that sends out emails to students, notifying them of times when the facility fluctuates

in being busy/crowded. Another suggestion was to create an introductory weights class that

teaches women how to use properly use the machines/weights as well as having another area in

the facility equipped with free weights to even out the distribution between men and women

using free weights. Participants of the focus group suggested adding another round of freshmen

games to allow freshmen that missed the first deadline to have another chance to become

involved with intramurals. The last major suggestion by students was in regards to increasing the

marketing efforts of the client by utilizing various platforms that will connect with students such

as posters in Hemmingson, email blasts, being featured on Gonzagas snapchat story and posting

more on social media (Facebook & Twitter).


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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), 123-135. Retrieved from www.RSJ-Journal.com

Fullerton, D. S. (2011, Spring). A Collaborative Approach to College and University Student Health
and Wellness. NEW DIRECTIONS FOR HIGHER EDUCATION, 153, 61-69. Retrieved from
wileyonlinelibrary.com

Racette, S. B., Deusinger, S. S., Strube, M. J., Highstein, G. R., & Deusinger, R. H. (2005, Spring).
Weight Changes, Exercise, and Dietary Patterns During Freshman and Sophomore Years of
College. JOURNAL OF AMERICAN COLLEGE HEALTH, 53(6), 245-251.

Reed, J. (2007, Winter). Perceptions of the Availability of Recreational Physical Activity Facilities
on a University Campus. JOURNAL OF AMERICAN COLLEGE HEA, 55(4), 189-194.

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, 45-57.

Strout, Erin. The Obesity Epidemic Comes to Campus.


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Appendix

Focus Group Discussion Guide Fall 2016

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 freshman perspectives of the Rudolf Fitness Center.

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 tape recording this session and that all of you will be
assigned a pseudonym to protect your anonymity. All the information that I gather will be used to
enhance and challenge current understandings of the Rudolf Fitness Centers services in order to
better serve student health and well-being. At this time does anyone have any questions about
how the information we collect today will be used?

Questions
1.WhatisyourawarenessandopinionregardingtheRudolfFitnessCenter?(Repeatthe
questions)Pleasetakeamomenttojotdownafewthoughtsbeforewebegin.

2.Howcomfortableareyouusingtheweightroomandwhy?(Repeatthequestions)Pleasetake
amomenttojotdownafewthoughtsbeforewebegin.
a.Howcantheweightroombedistributedsothatwomenareinspiredtouseit?
b.Wouldyoubeinterestedinparticipatinginanintroductoryweightliftingcourse?Whyorwhy
not?

3.InrelationtotheRudolfFitnessCenter,whatfitnessactivitiesareyouinvolvedinorwould
liketoparticipatein?(Repeatthequestions)Pleasetakeamomenttojotdownafewthoughts
beforewebegin.
a.Howoftendoyouexercise?
b.HowdoyougetinvolvedwiththeRudolfFitnessCenterandtheprogramsitoffers?
c.WhatarethefactorsthateitherhinderorattractyoutotheRudolfFitnessCenter?(Proximity,
schedule,crowdedness,hoursofoperation,etc.)(Repeatthequestions)Pleasetakeamomentto
jotdownafewthoughtsbeforewebegin.
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4.WhatcantheRudolfFitnessCenterdotobetterpromoteintramuralstofreshman?(Repeatthe
questions)Pleasetakeamomenttojotdownafewthoughtsbeforewebegin.
a.HowcantheRudolfFitnessCenterattractmorewomenintotheintramuralprogram?
b.Ifyouhavebeeninvolvedinintramurals,whathasbeenyourfavoritesport?Ifnot,what
wouldenticeyoutogetinvolved?

5.WhatcantheRudolfFitnessCenterdotoimproveoverallservice:customerservice,
equipment,andschedules?(Repeatthequestions)Pleasetakeamomenttojotdownafew
thoughtsbeforewebegin.
a.DuringyourtimeatGonzaga,howhastheRudolfFitnessCenteranditsservicesbeen
marketedtoyou?b.WhatarethebestcommunicationmethodsfortheRudolfFitnessCenterto
reachyou?

6.FinalThoughts(LastQuestion)
Aswestarttowrapthingsup,isthereanythingwehavenotdiscussedthatyouwouldliketo
address?Isthereanythingyouwouldliketoadd?(Repeatthequestions)Pleasetakeamomentto
jotdownafewthoughtsbeforewebegin.

Closing
Thankyousomuchforyourinsightstoday.Thissessionhasbeenaninvaluableexperience.
Thankyouagainforparticipatinginthisfocusgroup.
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Executive IDI questionnaire

1. What is your opinion of the Rudolf Fitness Center and its services?
a. What can the Rudolf Fitness Center do to improve service to students in the areas of
customer service, equipment, and schedules?

2. How can the Rudolf Fitness Center attract more women into the intramural program?
a. What is the Rudolf Fitness Center not doing to encourage intramural participation by
women?

3. How can the Rudolf Fitness Center weight room be better organized so that women are
encouraged to use it?

4. What can the Rudolf Fitness Center do to make the facility better?

5. What is your opinion of the Rudolf Fitness Centers marketing efforts to students?

6. How often do you engage in fitness activities each week (e.g., one day a week, two days
a week, etc.)?
a. To what extent does the proximity of fitness facilities influence the amount of
physical activity that you do and why?

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