Applying Market Research Findings: The Case of an Urban Canoe Livery

Authors

  • Mark E. Havitz
  • Joseph D. Fridgen

Keywords:

Canoeing, market research, positioning, promotion, user profile.

Abstract

There has been a growing body of literature within the field of parks and recreation during recent years discussing revenue-producing public facilities and programs. One of the difficulties public recreation administrators frequently find when they begin to use marketing techniques is how to interpret and apply market research data. The city of Ann Arbor, Michigan recently completed a study of one of their facilities using in-house staff and resources, at minimal cost to the city. This paper presents an application of a product-positioning model, and demonstrates its usefulness as a framework for interpreting market research data.

Published

1985-10-04

Issue

Section

Regular Papers