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Springfield Nor'eastersThis is a featured page

4/22/09 Galen Mitterman, Sam Boush, Jonathan Riddle

Springfield Nor'easters Case Review

a. Objective

Larry needed data that was specific to his market and that was relevant for his purposes. The older market data that he had available was insufficient for determining the possible attendance numbers and did not answer any questions about the current demographics in his area.

Larry is asking only questions whose answers would affect actual decisions. He wants to learn how to price tickets, price concessions, and other operations issues relevant to running a minor league team. According to Larry, “The goal of the survey is to identify people who would respond and subscribe without ever having seen a Nor’easters game.”

b. Questions

Larry formulated his survey to contain questions that were predictive of a respondent's likelihood to attend games. However, he asked for specific price information that was subjective and not necessarily reflective of a customer's true resistance point to a given ticket price. His responses might be more indicative of how much extra a customer might like to pay for a premium seat, for example, but might not say what the real maximum is that they would pay. Therefore Larry might be leaving money on the table if he follows the survey pricing results in setting ticket prices.

c.Pre-testing

Larry tested his survey on a group of potential customers who were somehow related to the baseball industry, either as acquaintances or partners. This might lead to some problems in question formulation but in general created a good screening opportunity, because of the large...