Introduction

The funtimes organisation is a large national leisure entertainment organisation. The company are thinking about opening a centre for entertainment in the area of Hertfordshire this report will look in the Hertfordshire entertainment market and weather it will be suitable for funtimes leisure using market research to open a venue in this area.

Data Sets

The report will use the dataset given by funtimes in order to give a comparison; the data set is made up of a survey of 499 people. I will be using the national statistics website to compare some of the breakdowns to see if there is a comparable trend to the funtimes data to the national statistics data I will be using the Hertfordshire data from them. The data is freely available and uses the national 2001 census; the data is accurately collected as possible which will also help identify trends with our dataset.

Terms of Reference

This report will be looking in to trends within the given market research given by funtimes, the report will analyse the dataset to find market trends in which funtimes in the area of Hertfordshire which funtimes could take advantage of and to find a niche in the market to exploit for revenue. The report was commissioned by Stuart McKay marketing manager for funtimes.

Aims

These are the aims of the market research set by funtimes they wish to investigate the following areas.

o How often people go out for entertainment o What kinds of activity they take part in o How much they spend on average o The breakdown of the above between age groups and between single, group and family activities o How much entertainment activity is limited by what is available? o What kinds of entertainment activity people would take part in if it were available (i.e. the extent of unmet demand)
Methodology

Using the dataset given by funtimes, I will begin my investigation by sorting and organising the data. At first I will extract the basic information from the dataset for example the spilt between groups within the dataset for example the ratio of males and females. I will then start to look for trends using two pieces of information within the dataset an example of this will be what kinds of activity people would take part in if available. Using these pieces of information from the dataset I will be plotting these pieces of information on the relevant graph charts using pies, bars column and cumulative frequency charts to show the distribution of the data set and the relevant trends which may interest funtimes as to where to position themselves in the market of Hertfordshire.
Analysis
Analysis One, Male Female Data Comparison

From the funtimes data the report will compare the composition of the breakdown of males and females within the dataset this is shown below, the graph shows below that the main portion of data from funtimes is a male composition. This may lead to the data showing that there will be more male ordinated activities and these entertainment activities should be an area that funtimes could look in to this could lead to a dominating male entertainment activity which could segue the data to the required activity
Figure 1: Male/Female Dataset Comparison

After analysing the fun times male and female composition a comparison on a national level to compare to was necessary using the national statistics website the breakdowns of males and females in the Hertfordshire area this is shown below, as we can see there is a difference in Hertfordshire between the male and female population the graph below shows that. This tells us the statistics will so a more stronger male result from the dataset

Figure 2: Male/Female National Stats Comparison

Analysis

Analysis Two, Age Data Comparison

Drawing from the above conclusions from both the dataset and the national statistics data set the report will now breakdown the age composition of the age distribution of the dataset which