an investigation on methods the john mitchels g.a.a. complex can employ to increase the revenue...
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BACHELOR OF ARTS IN
INFORMATION SYSTEMS MANAGEMENT
Stage 3
Students:
Eugénie Aprahmian
Maura Hanrahan
Aoife Looney
Magdalena Nowak
Jason O’Connor
Module:
Marketing Research Project
Supervisor of the research:
Theresa Higgins Walker
Submission Date:
4th May 2016
AN INVESTIGATION ON METHODS THE JOHN MITCHELS G.A.A. COMPLEX CAN EMPLOY TO
INCREASE THE REVENUE STREAM OF THE CLUBS’ SPORTS COMPLEX WHILE EXAMINING USERS’
PERCEPTION OF THE CLUB
Prepared for
John Mitchels G.A.A. Complex
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Contents
Table of Figures ............................................................................................................................ 2
Acknowledgements ....................................................................................................................... 6
Disclaimer of Liability .................................................................................................................. 7
Executive Summary ...................................................................................................................... 8
1. Introduction ......................................................................................................................... 10
1.1 John Mitchels G.A.A. Complex .................................................................................. 10
1.2 Objectives ................................................................................................................... 11
2. Methodology ....................................................................................................................... 14
2.1 Problem Definition ...................................................................................................... 15
2.1.1 Problem identification ......................................................................................... 16
2.1.2 Problem clarification ........................................................................................... 17
2.1.3 Problem Formulation .......................................................................................... 17
2.1.4 Objectives ........................................................................................................... 18
2.2 Research Design .......................................................................................................... 19
2.2.1 Exploratory Research .......................................................................................... 19
2.3 Data Collection Methods ............................................................................................ 20
2.3.1 Secondary data ........................................................................................................... 21
2.3.2 Primary Data .............................................................................................................. 22
2.3.3 Qualitative Research .................................................................................................. 22
2.3.4 Quantitative Research ................................................................................................ 23
2.4 Sampling ........................................................................................................................... 23
2.5 Questionnaire .................................................................................................................... 24
2.5.1 Procedure for Questionnaire ...................................................................................... 24
2.6 Fieldwork .......................................................................................................................... 24
2.7 Analysis of Data ................................................................................................................ 25
2.8 Presentation of the results ................................................................................................. 25
3. Secondary Research Objectives .......................................................................................... 27
3.1 The current number and profile of club members ............................................................. 28
3.1.2 The price structure of the memberships available within the club, and the price
structure for use of facilities................................................................................................ 28
3.1.3 The range of facilities provided by the club. .............................................................. 29
3.1.4 The trends in sports and recreation participation in Ireland. ...................................... 30
3.1.5 How other similar facilities have developed their business streams and their price
structures. ............................................................................................................................ 31
3.1.6 Information on other clubs (G.A.A., Rugby etc.) within a 20 miles radius of Tralee
from websites and organisations such as G.A.A., K.D.L .................................................... 33
4. Qualitative Findings ............................................................................................................ 38
4.1 To examine the current user perceived quality of John Mitchels G.A.A. Complex ......... 38
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4.2 To determine current members’ perceived quality of John Mitchels G.A.A. Complex ... 39
4.3 To examine attracting potential customers ....................................................................... 41
5. Quantitative Findings .......................................................................................................... 43
5.1 Findings resulting from the Members’ questionnaires..................................................... 43
5.1.1 To examine Members perceptions of John Mitchels G.A.A. Complex ....................... 43
5.1.2 To determine the opinion regarding the possible improvements of John Mitchels
G.A.A. Complex ................................................................................................................... 46
5.1.3 Assessment of the John Mitchels’ G.A.A. Complex communication ......................... 49
5.1.4 Profile of the John Mitchels’ G.A.A. Complex members ............................................ 52
5.2 Findings resulting of the Non-Member questionnaires .................................................... 56
5.2.1 General participation in the physical activities .......................................................... 57
5.2.2 To evaluate general awareness about John Mitchels G.A.A. Complex ...................... 60
5.2.3 Involvement in other clubs in the community ........................................................... 63
5.2.4 Factors influencing the choice of the club ................................................................. 65
5.2.5 Profile of the non-members ....................................................................................... 66
6. Conclusions ......................................................................................................................... 69
6.1 To determine whether sports minded people are aware of the facilities of the John
Mitchel’s Complex................................................................................................................... 69
6.2 To measure the current user perceived quality of the John Mitchels G.A.A. Complex .... 69
6.3 To determine the general public awareness about the existence of the John Mitchels
G.A.A. Complex and the services provided by the Complex. .................................................. 71
7. Recommendations .............................................................................................................. 73
7.1 Introduction of new activities within the club ................................................................ 73
7.2 Raise awareness in the corporate sector about the possibility of using the facilities for
corporate events, meetings, bonding/teambuilding activities. .............................................. 73
7.3 Raise awareness amongst Primary Schools in the area regarding the possibility of using
the facilities. ............................................................................................................................ 73
7.4 Social media promotion of the website. ........................................................................... 73
7.5 Improve the functionality of the website. ........................................................................ 74
7.6 Induction programme for Staff ......................................................................................... 74
7.7 Improvements in signage. ................................................................................................. 74
7.8 On-line shop and Over Seas Membership ........................................................................ 75
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Table of Figures
Figure 1 Marketing Research Process ......................................................................................... 15
Figure 2 Problem Definition Stage Domegan and Fleming (2007) ............................................. 16
Figure 3 Membership by Categorey ............................................................................................ 28
Figure 4 Members Satisfaction with John Mitchels G.A.A. Complex .......................................... 44
Figure 5 How likely are members to recommend John Mitchels G.A.A. Complex to others ..... 45
Figure 6 John Mitchels’ value for money .................................................................................... 45
Figure 7 Would members pay more membership for more facilities ........................................ 46
Figure 8 John Mitchels’ Highest priority ..................................................................................... 47
Figure 9 Attractive activities ....................................................................................................... 48
Figure 10 Information available on John Mitchel GAA Complex ................................................ 49
Figure 11 The best form of communication ............................................................................... 49
Figure 12 Facebook page ............................................................................................................ 50
Figure 13 Frequency of using John Mitchels’ page ..................................................................... 51
Figure 14 Length of membership ................................................................................................ 52
Figure 15 Type of membership held ........................................................................................... 53
Figure 16 Distance from John Mitchels G.A.A complex .............................................................. 53
Figure 17 Age Category of respondent ....................................................................................... 54
Figure 18 Gender of respondent ................................................................................................. 54
Figure 19 Employment status ..................................................................................................... 55
Figure 20 Martial Status .............................................................................................................. 55
Figure 21 Objectives from mall intercept ................................................................................... 56
Figure 22 Participation in physical activity ................................................................................. 57
Figure 23 table of participation of sports ................................................................................... 58
Figure 24 Frequency of practicing a sports activity .................................................................... 59
Figure 25 Attractive Activities ..................................................................................................... 59
Figure 26 Awareness of john Mitchel GAA complex ................................................................... 60
Figure 27 How respondents had heard of John Mitchel G.A.A. Complex................................... 60
Figure 28 Use of John Mitchels’ GAA Complex facilities ............................................................. 61
Figure 29 Why do respondents not use John Mitchels GAA Complex ....................................... 61
Figure 30 Usage of complex ........................................................................................................ 62
Figure 31 Involvement in other clubs ......................................................................................... 63
Figure 32 Criteria influencing the choice of the club .................................................................. 65
Figure 33 Age category of respondents ...................................................................................... 66
Figure 34 Gender of the respondents ......................................................................................... 66
Figure 35 Employment status of the respondents ..................................................................... 67
Figure 36 Marital status .............................................................................................................. 67
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Table of Tables
Table 1 Evaluation of Similair facilities ....................................................................................... 21
Table 2 Fieldwork break down .................................................................................................... 24
Table 3 cost of memebership from other clubs for couch to 5k ................................................ 30
Table 4 Rates Charged by local clubs for cost of training ........................................................... 30
Table 5 Membership rates for the Gym facilites in Mallow GAA complex ................................. 32
Table 6 Gym membership rates Clonakility Sports complex ...................................................... 33
Table 7 General Information about John Mitchels GAA complex, Na Gael GAA,Austin Stacks,
Tralee Sports and Leisure Comlex, Dr. Crokes GAA and Kerins O Rahillys ................................. 34
Table 8 Indoor facilities Of John Mitchels G.A.A.Complex, Na Gaeil Austin Stacks, Tralee Sports
and Leisure complex Dr Crokes and Kerins O Rahillys ............................................................... 34
Table 9 Outdoor facilites of John Mitchells GAA complex, Na Gaeil GAA, Austin Stacks ,Tralee
Sports and Leisure Complex, Dr Crokes GAA and Kerins O’Rahillys ........................................... 35
Table 10 Sports Activites offeered by John Mitchels GAA complex, NA Gaeil GAA, Austin Stacks,
Tralee Sports and Leisure Comlex DR Crokes GAA, Kerins O Rahillys ........................................ 35
Table 11 Sports Activites offered by John Mitchels GAA complex, NA Gaeil GAA, Austin Stacks ,
Tralee Sports and Leisure Complex, Dr Crokes GAA and Kerins O Rahillys ............................... 36
Table 12 Member in other sports clubs ...................................................................................... 64
Table 13 What activity does the respondent practice ................................................................ 65
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Acknowledgements
The research team would like to extend their appreciation to their clients Mr. Humphrey
O’Connor and Ms. Clare Connolly for the time and support they have shown the
research team in the compiling of this report. The researchers would also like to express
their thanks to their Supervisor, Ms. Teresa Higgins-Walker for her continued support
and guidance throughout the year. A thank you is also extended to the library staff of
IT Tralee for facilitating the team with the knowledge of trustworthy resources they
could utilise in their research. Gratitude is also extended to all the respondents who
gave their time to participate in surveys and in-depth interviews. The research team
would also like to thank their families and colleagues for their never-ending support
during the year.
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Disclaimer of Liability
This project has been undertaken by the group on behalf of the Institute of Technology,
Tralee. Every reasonable effort has been made to present reliable and accurate
information and advice. Much of the analysis is subjective in nature and is based upon
primary and secondary research, which has been subject to group interpretation.
Therefore, no warranties or promises are made by the writers, the Faculty or staff of the
Institute of Technology, Tralee. Furthermore, neither the group nor the Faculty of the
School of Business assumes any responsibility or liability for the reliance by any party
upon the information and advice contained in this report. While no responsibility can
be accepted by the group for actions taken on the basis of information contained in this
report, we would hope that it would provide an accurate and reliable basis for actions
that might be taken as a result of this research project.
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Executive Summary
This research was commissioned by John Mitchels G.A.A. Complex and was conducted
by five BA Ordinary Degree Information Systems Management students of the Institute
of Technology, Tralee. The chief purpose of the research was to determine alternative
revenue streams for the John Mitchels G.A.A. Complex. The research also sought to
establish trends in similar G.A.A. clubs around Ireland and look at the way they
generate revenue in their clubs.
The research team conducted both secondary and primary research during this study.
The qualitative research stage consisted of four in-depth interviews which were carried
out with service users, family members, service providers and a web content expert.
The remainder of this report details the methodology used, secondary and primary
research, recommendations and conclusions drawn. The methodology chapter
describes the methods used to achieve the objectives. These were accomplished
through the implementation of the 7 Stages of the Marketing Research Process as
described by Domegan and Fleming. The secondary research chapter identified and
collected data that was already in existence. These included official reports, websites
and academic books. The Primary Research chapter details the qualitative and
quantitative methods used. Qualitative Research was employed in the form of four in-
depth interviews with representatives of the corporate and sports sector in Tralee in
order to gather their views and perceptions about the facilities. Quantitative research in
the form of a mall intercept survey carried out in the main shopping district of Tralee -
Manor West and in the town centre. The questionnaires distributed to the participants
would determine the local knowledge and interest of the general public as regards John
Mitchels G.A.A. Complex. The conclusions and recommendations chapters were
drawn from information gathered from both secondary and primary research.
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CHAPTER ONE:
Introduction
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1. Introduction
The research was carried out as part of the Marketing Research Project Module by
Maura Hanhrhan, Magdalena Nowak, Eugenine Abrahaim, Jason O Connor and Aoife
Looney. The researchers are currently studying at the Institute of Technology, Tralee for
a Bachelor of Arts in Information Systems Management. The research was conducted
on behalf of John Mitchels G.A.A. Complex in order to gauge user perceptions of the
services provided by the complex. The main focus of the research was directed to
generate revenue. It is anticipated that the conclusions drawn from the research will
highlight ways to improve the revenue streams
1.1 John Mitchels G.A.A. Complex
John Mitchels G.A.A. Complex caters for the following activities, Fitness Classes,
Sporting Clubs, School Sports Days, Birthday Parties, G.A.A. Blitzes, Active Kingdom
Summer Camps. Weekly Bingo/Monster Bingo and the G.A.A. Lotto Draw. The
Kerry Team are regular visitors to the facilities along with the Austin’s Stacks Team.
The Club also employs a full-time coach, Mr. Humphrey Shanahan, who works with
managers at all levels. The new facility includes four pitches (one all-weather and two
are floodlit); a 220-seater stand; a sports complex; 12 dressing rooms; a gym; sauna;
medical and treatment rooms as well as a full-sized sports hall.
The club was founded in 1926 and in February 2006 the club agreed to sell their pitch
for €10 million. The deal with their first proposed anchor tenant fell through but a new
deal with the Aldi Supermarket group allowed the club to retain their clubrooms and its
Bar and Restaurant in the heart of the town. They relocated to luxurious new
surroundings in Ballyseedy just off the new Tralee bypass, two miles from their old
home in 2010. This move has seen the John Mitchels G.A.A. Complex combine their
two centres, new and old.
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Currently, the focus is on investigating how John Mitchels G.A.A. Complex can
develop alternative revenue streams to counter the negative impact the new G.A.A.
Centre of Excellence will have on its business.
1.2 Objectives
The overall aim of the research is to examine the methods the John Mitchels G.A.A.
Complex can employ to increase the revenue stream of the clubs’ sports complex while
examining users’ perception of the club.
1. To determine whether sports minded people are aware of the facilities of the John
Mitchels G.A.A. Complex. This could assist the research team in identifying
potential revenue streams for the club from the general public and from other sports
clubs within the Tralee area.
2. To measure the current user perceived quality of the John Mitchels G.A.A.
Complex.
This objective aims to obtain feedback on the quality of the John Mitchels G.A.A.
Complex from the user.
3. To determine the general public awareness about the existence of the John Mitchels
G.A.A. Complex and the services provided by the club. The research team wishes
to establish the level of public awareness as regards the facilities.
The remainder of this report sets out the main findings, conclusions and the
recommendations derived from the research conducted as part of this research project.
The Methodology (Chapter2) outlines the techniques which were selected by the
research team to collect qualitative and quantitative data.
The Secondary Research Objectives (Chapter 3) details the findings that were gained
from existing research.
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The Qualitative Research Findings (Chapter 4) consists of qualitative research methods
that were agreed by the research team to collect non-statistical data can be used to
support findings gathered from the questionnaire. The research team has decided that
the most appropriate qualitative methods to be used in this project are in-depth
interview research, conducted with sports, minded people.
The Quantitative Research Findings (Chapter 5) includes findings gathered from the
quantitative methods (surveys) that the research team has employed to gather primary
data.
Chapter 6 (Conclusion Chapter) presents the main conclusion drawn by the research
team in light of the secondary and primary research collected.
Finally, Recommendations chapter (Chapter 7) lists all the recommendations that the
research puts forward from analysing the data gathered from the surveys, in-depth
interviews, and secondary research findings.
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Chapter two:
Methodology
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2. Methodology
The purpose of this chapter is to outline the methodological decisions taken during the
course of this research project.
Marketing research can be defined as:
“To be successful, a business must direct all its efforts to giving customers what
they want while still earning a profit. The critical factor to the attainment of
such market dominance is the extensive use of Marketing Research. To be truly
marketing orientated, companies have to be information-orientated. Marketing
Research is about generating and interpreting information to assist management
with decision-making.”
(Domegan and Fleming, 2007, p. 2)
To ensure the research was carried out in a professional manner, the research team for
John Mitchels G.A.A Complex followed the market research process outlined by
Domegan and Fleming (2007).
“The marketing research process refers to a set of stages that detail a number of
sequence tasks a researcher undertakes to gather and report valid and reliable
information to assist with decision- making”
(Domegan and Fleming, 2007, pg.21)
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According to Domegan and Fleming the marketing research process contains seven
stages which are inter-related. They can be referred as a set of stages that display a
number of tasks that help the researcher to gather reliable and valid information, which
will help in the decision-making process (Domegan & Fleming, 1000).
The stages of the marketing research process (Domegan & Fleming, 1999) are set out in
Figure 1.
Figure 1 Marketing Research Process
2.1 Problem Definition
Problem definition is the first stage in the marketing research process. As per Domegan
and Fleming (2007) the stage is divided into four sub-stages. It is recommended that
before researchers commence any form of research they must decide what information
is needed in order to accurately define the problem. This stage may also include
discussions with decision makers and interviews with industry experts along with an
analysis of secondary data along with some qualitative research (Domegan and
Stage 6: Analysis of Data
Stage 2: Research Design
Stage 3: Data Collection Methods
Stage 4: Sampling
Stage 1: Problem Definition
Stage 5: Fieldwork
Stage 7: Presentation of the Results
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Fleming, 2007). In addition, the research team undertook exploratory secondary
research in the form of a review of the relevant publications on other G.A.A. centres.
Figure 2 below illustrates four sub-stages of the problem definition stage in marketing
research process.
Figure 2 Problem Definition Stage Domegan and Fleming (2007)
2.1.1 Problem identification
During this stage, the research team will meet with the clients who commissioned the
research namely Mr. Humphrey O’Connor and Ms. Clare Connolly. These meetings
will assist the researchers by providing them with the information needed in order to
determine the problem and see the perceptions of the services provided within the
facilities. The identity of the problem will be obtained through an accurate questioning
process, whereby the research team sought to illicit information and probe answers from
the client. These meetings assisted the researchers in gaining a comprehensive
knowledge of the nature of the problem at hand. The team in conjunction with the
client established jointly that the current facilities in offering a wide range of activities
acknowledged however that there is still avenues to be explored in order to generate
more revenue and to give the club a competitive advantage over other competitors.
1 Problem Identification
2 Problem Clarification
4 Objectives
3 Problem Formulation
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2.1.2 Problem clarification
According to Domegan and Fleming (2007), Problem Clarification stage involves the
research team investigating the background of the problem. In order to clarify the
problem, the research team will exhaust all possible sources of information, including a
literature search, interviews with sports minded professionals, also gathering existing
information from the club. To get a clarification of the problem, the research team
created a list of questions to better understand the problem at hand:
1. What are the current and future trends in GAA?
2. How do users perceive the service?
3. What is the general awareness of the services provided by John Mitchels G.A.A.
Complex?
4. What is the general public awareness about the facilities?
The client emphasised the importance of finding ways of generating extra revenue for
the facilities and increasing its competitive advantage over other facilities in the county.
In-depth interviews with sports minded professionals and local corporate sector
representatives were used to gather this information.
Two questionnaires were utilised to collect the data. One questionnaire was the basis for
the survey conducted in the main Tralee shopping district- Manor West and in the Town
Centre with the general public and the second questionnaire was completed on the
grounds of the facilities with the current members of the club.
2.1.3 Problem Formulation
This component of the marketing research process is tasked with selecting appropriate
analytical and theoretical models emanating from an already established and recognised
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framework of academia in which to solidify the problem (Domegan and Fleming,
2007).
The problem formulation phase revolved around the selection of the most effective and
appropriate analytical and theoretical models, which were derived from the existing
framework of knowledge, insight, and information in which the problem was set. For
this purpose, the research team used information about similar facilities in Mallow,
Clonakilty and Nemo Rangers G.A.A. Clubs.
2.1.4 Objectives
A research objective is the researchers’ translation of the organisations problem drawn
from the problem identification stage. During this stage, the objectives are divided into
two categories primary and secondary. Objectives details the reasons for the research,
determining exactly what the research is to achieve (Zikmund, 2000). The primary
objectives are a broad statement of intent on behalf of the research team in exactly what
it is they seek to achieve or ascertain from the research or study. The secondary
objectives are a subcomponent of the primary; in essence, they are a by-product of the
primary research objectives. Generally, the secondary research objectives involve
identifying underlying trends, patterns or mannerisms and estimating the levels of
demand, and emerging patterns in the relevant field along with the evaluation of a
concept or belief in the relevant field (Domegan and Fleming, 2007). To conclude the
research team then decided that the primary objective of the research project was to
determine what are the current and future trends in G.A.A? Further, it was imperative
that the research could accurately establish how do the users perceive the service? The
final objective was to identify the level of awareness of the services provided by John
Mitchels G.A.A Complex. Secondary objectives of the research included identifying
how other similar facilities have developed their business streams and their price
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structure, information on other clubs and trends in sports and recreation participation in
Ireland.
2.2 Research Design
This is the second stage of the marketing research process:
“The research design is an overall blueprint, guideline, plan of action or
framework for the rest of the research process to facilitate later decisions that
need to be made”
(Domegan and Fleming, 2007, pg. 66)
There are three options with regard to choosing a research design according to
Domegan and Fleming (2007), these are exploratory, descriptive or causal.
Exploratory research is research that aims to explore and to discover issues about the
problem at hand, normally conducted at the start of a research project, it is not definitive
in nature but it gives an improved understanding of the problem.
“Descriptive research is used to describe characteristics of a population or
phenomenon being studied”
(Domegan and Fleming, 2007)
Casual research is research that aims to identify a cause and effect relationship between
two or more variables, e.g. conduct an experiment and evaluate the outcome.
2.2.1 Exploratory Research
Domegan and Fleming (2007) propose that exploratory research is:
“…about establishing trends, patterns, and ranges of behaviour that are
unknown…”
(Domegan and Fleming, 2007, pg. 66)
Exploratory research is research that is used to try to understand the nature of the
problem at hand. The Research team only used exploratory research in the project. The
most common methods of conducting exploratory research are accessing the
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information that is already available such as reports and databases or articles all of
which can be found online. The research team used the internet in our exploratory
research to conduct research about other GAA Clubs such as the one in Mallow,
Clonakilty, and Nemo Rangers. The research team undertook research in the form of
four in-depth interviews including industry experts, lecturers from the Institute of
Technology, local Primary and Secondary school Principals and a local Business
Owner.
2.3 Data Collection Methods
“The third stage of the market research process involves choosing a data
collection method and relevant data collection instrument”
(Domegan and Fleming, 2003)
The two main sources of data that are available to the researchers are secondary data
and primary data. The data that is required to complete the research or study is of
immense importance and can be sourced from two mediums; these are primary (data or
information collected firsthand by the researcher in which to solve the specific problem
at hand) and secondary research sources (information that has already been collected for
another purpose than the one at hand by a researcher in the past). Primary data
collection can be achieved using either qualitative (data which is difficult to quantify
such as subjective opinions, value judgments, usually unearthed via forms of interview
or dialogue/ discussions) or quantitative research methods (research focused on the
preparation and production of statistical data along with numerical representation which
includes questionnaires) (Domegan and Fleming, 2007). The research team utilised a
combination of both primary and secondary data collection methods.
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Table 1 Evaluation of Similar facilities
The research team created a simple table in order to evaluate information gathered about
other facilities.
2.3.1 Secondary data
“… when the data are appropriately selected for specific situations, secondary
data research cannot only save time and money but also provide the researcher
with the broad avenue of answers…”
(Shiu, Hair, Bush and Ortinau, 2009)
The secondary research will endeavour to ascertain the following:
1. The current number and profile of complex members.
Source Use
Nemo Rangers
G.A.A.
Nemorangers.ie
4 G.A.A. Pitches An all-weather Pitch (which converts into 4 smaller pitches used for 5
aside and tag rugby.
Hurling Wall.
Function Rooms (catering for Birthday Parties, Conferences, Weddings
etc.)
Bar/Lounge
Fitness Centre
Mallow G.A.A.
Complex
4 G.A.A. Pitches (2 Floodlit)
Gym Facilities
Function Room
Conferences & Seminars
GAA Socials and Dinners
Corporate Social Events
Training
Meetings
Exhibitions
Award Ceremonies and Graduations
Product Launches and Promotional Activity
Birthday Parties starting from 21st Part
Health Walk Track
Bar Food Facilities
G.A.A. Shop (Online Order Facilities)
Mallow G.A.A. Sports Complex has 2 state of the art 3G Rubbercrumb
astro turf pitches, indoor & outdoor. The indoor astro turf can be hired
as either a full or half hall. The outdoor pitch can be divided into 1/4
pitches and hired as a 1/4 pitch, 1/2 pitch or full pitch.
Clonakilty Luxury changing rooms
Saunas
Personal training
Anility walk
Full bar
Special events
Four grass pitches
Pilates studio
Sports injury clinic
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2. The price structure of the memberships available within the complex, and the price
structure for use of facilities.
3. The range of facilities provided by the complex.
4. The trends in sports and recreation participation in Ireland.
5. How other similar facilities have developed their business streams and their price
structures.
6. Information on other clubs (G.A.A., Rugby etc.) from websites and organisations
such as G.A.A., K.D.L.
The initial secondary research will be carried out in conjunction with the John Mitchels
G.A.A. Complex. The researchers will request a consultation with Centre Manager Mr.
Humphrey Shanahan and Club Secretary Ms. Claire Connolly who have access to data
on current and past users of the service. No personal data will be assessed.
2.3.2 Primary Data
Primary data are data gathered for the first time.
“Researchers can draw on three primary research methods, namely
observational, experimental and survey research”
(Malhotra, 2004 pg. 187)
Primary research can be qualitative and quantitative in nature in this research project the
research team will utilise both.
2.3.3 Qualitative Research
According to Malhotra, qualitative research is described as research which:
“provides insights and understanding of problem setting”… sometimes
qualitative research is undertaken to explain the findings obtained from
qualitative research”.
(Malhotra, 2010 pg.171)
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2.3.4 Quantitative Research
“A research methodology that seeks to quantify the data and, typically, apply
some form of statistical analysis”.
(Malhotra, 2010 pg.171)
The researchers will use quantitative research to achieve the following objective:
To ascertain what current recreation activities are most popular with the Irish Public.
To determine what the future trends are regarding recreation activities.
To determine whether sports minded people are aware of the facilities at John
Mitchels G.A.A. Complex.
To ascertain whether users of the service are satisfied with the service delivery.
The research team will conduct a mall intercept personal survey in the main shopping
district of Tralee to get an idea of the general perceptions of the public about John
Mitchels G.A.A. Complex. A short questionnaire will be provided by the research team
for shoppers who are living within a 20-mile radius of the complex.
2.4 Sampling
“The process of using a small number of items or parts of a larger population to
make conclusions about the whole population”
(Zikmund, 2000, pg. 338)
The research team is carrying out two different surveys, sampling methods in this
project included random sampling for Mall Intercept survey and as requested per client
a percentage of the respondents had to be members of John Mitchels G.A.A. Complex,
therefore, the research team decided to survey members of the John Mitchels G.A.A
Complex.
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2.5 Questionnaire
The two types of Questionnaires have been utilised by the team (members, non-
members) with a total of 150 copies. Both consist of a series of questions of in order to
facilitate a survey being taken out in the main shopping district in Tralee Manor West
and in the Town Centre as well as on the grounds of John Mitchels G.A.A. Complex.
2.5.1 Procedure for Questionnaire
On the 3rd of April 2016 at 10.00am, the research team split up into two groups in
order to conduct surveys. Each team distributed questioners to members and non-
members of John Mitchels G.A.A. Complex.
2.6 Fieldwork
Two different forms of fieldwork were carried out for our project, in-depth interviews,
and surveys. The team organised a meeting with the Manager of the John Mitchels
G.A.A. Complex Mr. Humphrey Shanahan and the Club Secretary Ms. Claire Connolly
to discuss the purpose of the survey.
Once the team gathers the information, questionnaires were created. On Sunday the 3rd
of April the research team split into two groups in order to conduct the surveys. The
research project objective was to distribute 150 questionnaires and attempt to receive as
many responses as possible. The research team divided the number of questionnaires:
50 to the shopping centre in Manor West 50 in the Main Shopping area in the town
centre and 50 to the GAA grounds. Then the research team went on to analyse data and
started drawing conclusions from it.
Location Date Surveys
Manor West 3rd April 50
John Mitchels G.A.A.
Complex
3rd April 50
Town Centre 3rd April 50 Table 2 Fieldwork break down
25
2.7 Analysis of Data
The research team used the software SPSS (Statistical Package for the Social Sciences)
to analyse the questionnaire responses obtained during the surveys. This application
permits us to analyse the results after we have coded the different modalities and helps
to address every stage of the analytical process.
All interviews were transcribed and common themes and ideas were gathered from
analysis of the discussions. The research team sought to evaluate, analyse and identify
patterns, trends and create conclusions and recommendations for the benefit of the
client.
2.8 Presentation of the results
The research team had regular contact with the John Mitchels G.A.A. Complex
throughout the market research process. The researchers believed that involvement from
the client during the various stages of the market research process would prove
extremely beneficial and that client participation would enhance the final outcome. The
findings will be presented in both oral and written format.
26
Chapter three:
Secondary
Research Objectives
27
3. Secondary Research Objectives
The purpose of the secondary research chapter is to detail findings that were gained
from existing research. This research achieved the following objectives for the team:
1. The current number and profile of club members.
2. The price structure of the memberships available within the club, and the price
structure for use of facilities.
3. The range of facilities provided by the club.
4. The trends in sports and recreation participation in Ireland.
5. How other similar facilities have developed their business streams and their price
structures.
6. Information on other clubs (G.A.A., Rugby etc.) within a 20-mile radius of Tralee
from websites and organisations such as G.A.A., K.D.L
28
3.1 The current number and profile of club members
In order to achieve this objective, the research team investigated the latest available data on the
club members. Claire Connolly the current secretary of the Club kindly assisted the research
team with the data of the current members and the category’s that they belong to. As depicted in
the figure below there is a significant difference in numbers in certain types of memberships.
The club holds very strong memberships with regards to Full Members, Juvenile, Members, and
Youth with the highest figures up to 273 members. However for Adult Player, Minor Player and
Under 21 Player the figures are as low as 25 members.
Figure 3 Membership by Category
3.1.2 The price structure of the memberships available within the club, and the price
structure for use of facilities.
In order to achieve this objective, the research team investigated the price structure
offered to current and potential future members. At the moment, the current
membership fee is very small €20 per person per year. The Club does not offer a
variation in price with regards to OAP, Students, Unemployed, Children, and Families
etc.
0
50
100
150
200
250
300
Full Youth Adult Player JuvenilePlayer
MinorPlayer
U21 Player
220
273
32
257
25 27
29
3.1.3 The range of facilities provided by the club.
In order to achieve this objective the research team meet the client in person and
obtained the information from Club Manager Mr. Humphrey Shanahan. The facilities
available in the club are offered to the members and the public. The hall is available to
rent for a fee of €50 per hour, the hall is equipped to hold 2 basketball games at once.
It has a seating area and can be used for meetings and functions also. The club consists
of 5 pitches and an Astroturf pitch which is available to rent, the biggest pitch has a
sheltered seating area for the spectators. The Club has a function room, a gym (that has
been leased out by the club to an individual), and state of the art changing facilities.
30
3.1.4 The trends in sports and recreation participation in Ireland.
A study conducted in 2013 by the Irish Sports Council shows that there was an increase
in sporting participation from 45% in 2011 to 47% in the first half of 2013. In Ireland,
thirty-two percent of the population are meeting the National Physical Activity
Guidelines, and the proportion that is sedentary has declined from 13% to 12%.
Furthermore, the personal exercise remains the most popular sporting activity, with
running seeing a notable increase in participation (from 6% to 9%) and the younger
females may be transitioning their physical activity from recreational walking to
running. Today, the participation on an individual basis continues and the recreational
walking remains the most popular activity. However in the survey with non-members
high interest was shown by the population in Couch to 5k and Circuit training,
therefore, the research team investigated the local clubs offering this activity and prices
charged for participation and they illustrated in the tables bellow.
Club Prices
Riocht Athletics Club €2 per class
Kerry Crusaders €20 for 6 weeks
St Brendan's Ardfert (Fit For Life) €2 per class
Listowel Crusaders €20 for 6weeks
Gneeveguilla €2 per class
Table 3 cost of membership from other clubs for couch to 5k
Club Prices Ballybunion Leisure Centre €7.5 per class
Tralee Sports and Leisure €7 per class
Na Gaeil €45 for 6 weeks
Listowel Community Centre €7 per class
Table 4 Rates Charged by local clubs for cost of training
31
3.1.5 How other similar facilities have developed their business streams and their price
structures.
The research team investigated other similar facilities in Tralee and outside the town
and county in order to compare the findings and give recommendations to the clients.
The team did extensive research on Mallow G.A.A., Nemo Rangers G.A.A. Club,
Clonakilty Sports Complex these are the findings.
Mallow G.A.A. Complex
Mallow G.A.A. Sports Complex is a multi-purpose venue located on the outskirts of
Mallow, North Cork. The complex has excellent facilities available for hire to local
clubs, businesses, and individuals in Ireland. Whether planning an Exhibition, Wedding
Faire, Concerts, Conferences, Meeting or other Corporate Events, Mallow G.A.A.
Sports Complex can meet event requirements. Mallow Sports Complex offers:
Conference facilities and meeting rooms
4 changing rooms adjacent to Astro Turf
Wireless Broadband through the complex
Bar
Restaurant
Meeting Rooms
Function Room
Range of corporate catering packages if required
Ample Free parking for up to 700 cars
Access to a large target market in Cork and the South
Easy reach of airports in Cork, Kerry, and Shannon
Option for accommodation packages with local partners
Exposure to target/regional market through The Complex website
32
In order to facilitate a wide variety of exhibitions, conferences, meetings, wedding fairs,
or corporate events they convert the 17,000ft sq metre indoor area of Astro Turf with
Grid Mat Flooring. The venue also has a number of meeting rooms located adjacent to
the main area of the Complex to facilitate smaller scale meetings, all rooms are
equipped with telephone line, broadband and internet access. Just above the main hall
is the Bar/ Restaurant/ Function Room. The complex can cater up to 250, seated and
offer a range of catering options and packages. Hospitality provided at the complex is
provided by in-house staff with high-quality food. At the moment complex cater for:
Conferences and Seminars
G.A.A. Socials and Dinners
Corporate and Social Events
Trainings
Award ceremonies and graduations
Product launches and promotional activities
Birthday parties starting from 21st parties
Children’s birthday parties including discos, sports activities, party games
The complex include as well 4 grass pitches, 2 floodlit, 2 indoor hurling alleys, 2 Astro
Turf pitches ( one indoor- can be divided into two sections, one outdoor- can be decided
to for sections). Membership fees are €50 for adults per year and €50 per child per year.
Gym facilities are also available and charged as indicated in figure bellow.
Adult Single
12 Months €300
6 Months €180
3 Months €90 Table 5 Membership rates for the Gym facilities in Mallow GAA complex
Nemo Rangers G.A.A. Club
The facilities at the Nemo Rangers Hurling and Football Club are including several
function rooms which cater for a wide variety of events from:
33
Weddings
Birthday parties for all ages
Conferences
Table quizzes etc.
The Club has a Bar/Lounge which overlooks some of the playing fields. Dressing
rooms, an indoor playing hall and Fitness Centre. The outside facilities include 4
playing pitches, an all-weather pitch that can be converted to 4 smaller areas used for
soccer and tag rugby. There is a hurling wall, newly constructed and catering from
underage to senior.
Clonakilty Sports Complex
The club premises are located in a magnificent new complex in Ahamilla, a mile west of
the town. It consist of four playing pitches, covered viewing stand, large pavilion
incorporating state of the art 7 dressing rooms, meeting/conference rooms, activity
rooms, saunas, treatment rooms, Pilates studio, staff offices, Bar Balcony, and an 800
seated covered viewing stand overlooking the main pitch, full bar and catering facilities,
ample parking, sports injury clinic, synthetic pitch and hurling alley. The complex also
consists of a fully equipped gym; rates are indicated in table 3 below.
Gym Membership Rates – Full Year
Adult - €250
Husband and wife - €450
Student - €170 Table 6 Gym membership rates Clonakilty Sports complex
3.1.6 Information on other clubs (G.A.A., Rugby etc.) within a 20 miles radius of Tralee
from websites and organisations such as G.A.A., K.D.L
In order to achieve this objective, the research team investigated other clubs around the
Tralee area and outside from various websites. For the purpose of the project, the data is
presented in table format.
34
General Information John Mitchels G.A.A. Complex Na Gaeil GAA Austin
Stacks
Location Outskirts of Tralee Close to the
Town Centre
Sponsors Galley, Lee Strand Spar, FBD Terrys
Butchers,
Accessibility Own transport required Easily
accessible,
close to the
town centre
General Information Tralee Sports and Leisure
Complex
Dr. Crokes
GAA
Kerins
O'Rahillys
Location Ideal, very central Ideal, near
Town
Ideal, near
Town
Sponsors Scots Hotel,
Kerry Coaches
Accessibility Easy accessible, close to town
centre
Easily
accessible,
close to the
town centre
Easy
accessible,
close to
town centre
Table 7 General Information about John Mitchels GAA complex, Na Gael GAA,Austin Stacks, Tralee Sports and Leisure Complex, Dr. Crokes GAA and Kerins O Rahillys
Indoor Facilities John Mitchels
G.A.A. Complex
Na Gaeil GAA Austin
Stacks
Courts/Pitches Type All weather pitches Outdoor pitches
Gym Yes No
Pool No No
Sauna/Steam Room Yes No
Changing Rooms Yes Yes
Bar In other premises Yes
Function Rooms Yes No
Other
Indoor Facilities Tralee Sports and
Leisure Complex
Dr. Crokes GAA Kerins
O'Rahillys
Courts/pitches type Outdoor, astroturf GAA pitch,
secondary pitch
All weather
g.a.a pitch
Gym Yes Yes
Pool Yes No No
Sauna/steam room Yes Yes No
Changing rooms Yes Yes Yes
Bar No Yes Yes
Function rooms No Yes Yes
Other Tennis court areas, Weights, training
area, assembly hall,
ice bath showers
Restaurant
Table 8 Indoor facilities Of John Mitchels G.A.A.Complex, Na Gaeil Austin Stacks, Tralee Sports and Leisure complex Dr. Crokes and Kerins O Rahillys
35
Outdoor Facilities John Mitchels GAA Na Gaeil GAA Austin Stacks
All weather pitches All weather pitches No
Astroturf Yes No
Seating area Yes Yes
Sheltered seating Yes No
Courts/ No
Carpark Yes Yes
Other Basketball hall/court
Outdoor Facilitates Tralee Sports and Leisure
Complex
Dr. Crokes GAA Kerins
O'Rahillys
All weather pitches Yes Yes
Astroturf Yes
Seating area No Yes Yes
Sheltered seating No
Courts/ Yes
Carpark Yes Yes Yes
Other Table 9 Outdoor facilities of John Mitchells GAA complex, Na Gaeil GAA, Austin Stacks ,Tralee Sports and Leisure Complex, Dr. Crokes GAA and Kerins O Rahilly’s
Sports Activities John Mitchels GAA Na Gaeil GAA Austin Stacks
GAA Football
Training
A wide range of
teams(U21, U12,U10,
U8, U6, senior,
minor, junior, ladies
A wide range of
teams (U8,
U10, U12, U13,
U14) football.
A wide range of
teams (senior
teams, U21, minor,
ladies) football.
Gym Classes Yes No No
Personal Trainers Yes No No
Swimming No No No
Yoga No No No
Aerobics No No No
Cardio workouts No No No
Other Indoor hockey Hurling Hurling
Sports Activities Tralee Sports and
Leisure Complex
Dr. Crokes
GAA
Kerins O'Rahillys
GAA Football
Training
A wide range of
teams (U21,
senior, minor,
junior, ladies
A wide range of
teams(U21, senior,
minor, junior,
ladies
Gym Classes Yes No No
Personal Trainers Yes No No
Swimming Yes No No
Yoga Yes No No
Aerobics Yes No No
Cardio workouts No No No
Other Squash, Racquetball,
weights room, fitness
centre
Golf society Golf society
Table 10 Sports Activites offered by John Mitchels GAA complex, NA Gaeil GAA, Austin Stacks, Tralee Sports and Leisure Complex DR Crokes GAA, Kerins O Rahillys
36
Non-Sports Activities John Mitchels GAA Na Gaeil GAA Austin Stacks
Summer/Holiday
Camps
Yes No No
Birthday Parties Yes Yes No
Functions/Parties No Communions,
christenings,
confirmations
No
Quiz Nights Yes Yes No
Poker Nights No No Yes
School Tours No No No
Meetings No No No
Corporate Affairs No No No
Other G.A.A. blitzes, bingo,
lotto
Bingo, G.A.A.
lotto, race
nights,
fundraising
cycle
Lotto, club bingo,
merchandise(t-
shirts, jackets,
jerseys).
Non-Sports Activities Tralee Sports and
Leisure Complex
Dr. Crokes GAA Kerins O'Rahillys
Summer/Holiday
Camps
Yes, a wide range No No
Birthday Parties Yes, a wide range No Yes
Functions/Parties No No Engagement
parties,
weddings, family
functions, bar and
bistro daily
lunch, Sunday
Quizzes Nights No No Yes
Poker Nights No No Yes
School Tours Yes No No
Meetings No No Yes
Corporate Affairs No No Yes/
Other Water aerobics classes
dance studio,
Lotto, Club
Bingo,
Merchandise
Xmas parties,
karaoke, quizzes
nights, poker
Table 11 Sports Activites offered by John Mitchels GAA complex, NA Gaeil GAA, Austin Stacks , Tralee Sports and Leisure Complex, Dr. Crokes GAA and Kerins O Rahillys
37
Chapter four:
Qualitative findings
38
4. Qualitative Findings
“Qualitative research aims to explore and to discover issues about the problem
on hand because very little is known about the problem. There is usually
uncertainty about dimensions and characteristics of problem”
(Domegan and Fleming, 2007, p. 24)
The qualitative research consisted of five in-depth interviews with professional status in
the community. The aim was to get insights about the general public local business and
current users’ views on the facilities available in the complex, and ultimately what can
be done to increase the revenue streams for the club in order to develop a better close-
ended questionnaire for the survey. The in-depth interview guidelines on which the
interviews were based on can be found in the Appendix of this report. This chapter will
present the findings of these 4 in-depth interviews and will be structured based on topics
addressed during the interviews, which are based on the different parts of the
questionnaire.
Here is a list of the interviews objective
1. To examine the current user perceived quality of John Mitchell GAA complex
2. To determine current members perceived quality of John Mitchell GAA complex
3. To examine means of attracting potential customers
4.1 To examine the current user perceived quality of John Mitchels G.A.A.
Complex
This first topic was aimed to approach the overall objective with general questions
about what current users perceptions are of the complex before getting deeper into more
specific matters. The topic involved questions about how much the centre is used by the
customer how they are using them if they are using another other facilities in Tralee.
39
From the interviews, the research team found that the price structure and facilities
offered in john Mitchels the users seem to be happy with them.
“I think the price structure is great for what is offered”
(Participant)
Participant stated that the price structure is great as well as fantastic facilities in the
complex
“I think the facilities are excellent”
(Participant)
A participant in the in-depth interview concluded that in her opinion the facilities
represent of excellent standard and wide range of sports activities for any age groups. In
their opinion, all the members are very satisfied with the location of the club, large
carpark type of activates offered and the safety of the place regarding kids and in
general.
“I’m very happy with the price structure and it is extremely reasonable”
(Participant)
The participant concluded that the professionals are fantastic the hall is great, the staff is
fantastic and the outdoor facilities are of high quality and the price is reasonable he
couldn’t fault the place.
4.2 To determine current members’ perceived quality of John Mitchels G.A.A.
Complex
The elements emerging after the interview of a member of the John Mitchels G.A.A.
Complex are that the complex is ideal for a family. For example, the kids, the teenagers
and the adults can find a sports activity that suits them.
“…We, as a family, use the football pitches, they have to train twice a week, they
have a match during the weekend, my husband trains the under six on a Sunday
morning…”
(Participant)
40
The price structure is also important for the family and the one practised in John
Mitchels G.A.A. Complex is advantageous.
“It is very cheap. It is a fantastic value.”
(Participant)
Furthermore, the facilities are used for organizing some events like birthday parties,
especially compared to the others attractive activities for the kids and theirs asking
price.
“It is really good value and everyone can come here to a birthday party, you do
not have to be a member of the club, it is open.”
(Participant)
Moreover, thanks to its completeness of activities, John Mitchels G.A.A. Complex is
more than a sports centre and it is seen as a social centre thanks to its clubhouse and the
relationships between the members.
“On the Sunday during the match, all the parents come up here and make tea
and coffee. All the parents so it’s very family orientated.”
(Participant)
This interview underlined that the construction of a tennis court could be a big
improvement and source of revenue as there is only one tennis club in Tralee. However,
it has to be taken account that it is a big decision and it represents a real invest. Even if
the decision would be taken, the construction will take some time before the
achievement.
“I would love if they put up a tennis court. There is plenty room here. Actually,
in the tennis club, there is a waiting list, there are over a hundred and twenty
people. Kids, for the summer, cannot play tennis because they are not
members.”
(Participant)
In generally, there is a big advantage regarding the value for money concerning the
quality of the facilities and the price structure of the membership. It appears that the
41
increase of the fees for the membership can be a recommendation and could be done in
comparison to the rate charged in the other clubs.
To conclude, the complex received an excellent assessment on the price, the facilities
and the staff.
4.3 To examine attracting potential customers
Participants mentioned that the club is well known around the town however it’s not so
well known outside, and that may be the area which could be worth looking into in
order to promote the place. Especially small primary and secondary schools outside of
the town who could possibly use the place for the sport activates as a part of the
curriculum and outside of their curriculum.
“I think maybe outside of a town there is an area of opportunity that we haven’t
tapped into yet … the towns and villages have no idea what’s on offer here… I
think if others were more aware they would be more inclined to use it.”
(Participant)
Participants felt that some more activities could be added to the club such as Tennis to
improve the club’s revenue as the current waiting list for the tennis club in Tralee is
very long. In recent years, sports and recreation have gotten huge in Ireland majority of
people are into fitness now more than ever and it is really taken off.
“I would love if they put up a tennis court. There is plenty room here. Actually,
in the tennis club, there is a waiting list, there are over a hundred and twenty
people. Kids, for the summer, cannot play tennis because they are not member”
(Participant)
There is so much potential in the complex to put on some extra activities to generate
more revenue.
42
Chapter Five
Quantitative findings
43
To examine Members’ perceptions of John Mitchels G.A.A. Complex
To determine the opinion regarding the possible improvements of John Mitchels
G.A.A. Complex
To evaluate the opinion regarding the possible improvements of John Mitchels
G.A.A.
Profile of the John Mitchels’ G.A.A. Complex members
5. Quantitative Findings
“Quantitative research is the collection, analysis and interpretation of data
involving larger, more representative respondent samples and numerical
calculation of results”
(Parasuraman, Grewal and Krishnan, 2007, p. 178)
This chapter will relate the findings that the research team extracted from the statistical
analysis of the survey responses from the members and the statistical analysis from the
non-member mall intercept. Please refer to the Appendix for a copy of the
questionnaire utilised in this phase of the research and for the complete set of tables
extracted from IBM SPSS 22. Based on the research objectives, this chapter will be
segmented into the two sections composed of four objectives each.
5.1 Findings resulting from the Members’ questionnaires
In the next part of the chapter, we will discuss the findings from the survey of the John
Mitchels’ G.A.A. Complex.
This part of the chapter will relate the findings that the research team extracted from the
statistical analysis of the Members survey. Please refer to the Appendix for a copy of
the questionnaire utilised in this phase of the research and for the complete set of tables
extracted from IBM SPSS 22. Based on the research objectives, this is the remainder of
the quantitative research. This is divided into five sections:
Figure 4 Objectives of Members Questionnaire.
5.1.1 To examine Members perceptions of John Mitchels G.A.A. Complex
This objective examined members’ perceptions of John Mitchels G.A.A. Complex.
44
5.1.1.1 How would you rate your overall satisfaction with John Mitchels G.A.A.
Complex?
The Research team asked the participants “How would you rate your overall satisfaction
with John Mitchels G.A.A. Complex?”. With 98% (19) responding they were satisfied
with a mean of 4.62 as shown below in figure 5 with a total of 50 responses.
Items N Mean Satisfied % Dissatisfied %
Overall satisfaction with
John Mitchels G.A.A.
Complex
49 4.62 98.00 0
Figure 4 Members Satisfaction with John Mitchels G.A.A. Complex
5.1.1.2 How likely are you to recommend John Mitchel’s GAA complex to others
Respondents were asked how likely they would recommend John Mitchels G.A.A.
Complex to others. It is evident that all members are likely to recommend John
Mitchells G.A.A to others. 100% (50) of the members are likely to recommend John
Mitchel’s G.A.A. Complex.
45
5.1.1.3 Assessment of the John Mitchels’ G.A.A. Complex components
Respondents were asked to evaluate the complex on four different criteria: the staff, the
price value, the customer service, and support, the quality of service. As depicted in the
figure 6, 100% (50) of the respondents evaluate the staff as good with a mean of 3.70/4.
The Complex represents good value for money for 98% (49) of the respondents. The
customer service and support receives a mean of 3.62/4 and 98% (49) of the
respondents evaluate it as good. The quality of the service is also evaluated by 98% (49)
of the members as a good component and received a mean of 3.58/4.
Items N Mean Good % Poor %
Staff 50 3.70 100 0
Price value 50 3.68 98 0
Customer service / support 50 3.62 98 0
Quality of service 50 3.58 98 0
Figure 5 How likely are members to recommend John Mitchels G.A.A. Complex to others
5.1.1.4 Do the Members think John Mitchel’s G.A.A. Complex represents good value for
money
Respondents were asked do they think John Mitchels G.A.A. Complex represents value
for money. It is evident that all members agree that John Mitchells G.A.A. Complex to
others. As depicted in figure 7, 96% (48) of the Members agree on the fact that John
Mitchels represents an excellent value for money.
Items N Mean Agree % Disagree %
John Mitchels G.A.A.
Complex represents excellent
value for money
50 4.68 96 2
Figure 6 John Mitchels’ value for money
46
5.1.1.5 The John Mitchels’ G.A.A. Complex facilities meet with Members’ expectations
and needs
Respondents were asked do they think that the facilities meet their needs.
100% (50) of the members estimate that Mitchels’ G.A.A. Complex facilities meet their
expectations and needs.
5.1.2 To determine the opinion regarding the possible improvements of John Mitchels
G.A.A. Complex
5.1.2.1 Would the Members pay more for the membership to improve the John Mitchels
G.A.A. Complex facilities?
It is clear from figure 8 that members would agree to a price increase in their
membership fee.
86% (43) of the members would pay more to see some improvements regarding the
facilities and 14% would not (7) as shown below in figure 5.
Figure 7 Would members pay more membership for more facilities
Yes86%
No14%
47
5.1.2.3 Indicate what you think should be the John Mitchels’ G.A.A. Complex highest
priority in relation to facilities
Respondents were asked what they think should be the highest priority in the complex
in relation to the facilities. 78% (38) of the members stated that the playing fields
should be the highest priority in relation to facilities and 22% (11) would prefer some
improvements concerning the clubhouse. As depicted in figure 9 the majority of
respondents think playing fields are of the highest priority in the complex
Figure 8 John Mitchels’ Highest priority
Playing fields78%
Club house22%
48
5.1.2.4 Would you take part in the following activities?
The respondents were asked would they take part in the following activates including
couch to 5k, circuit training , dance pilates/yoga, aerobics, Gaelic for mothers, Tennis
etc. Couch to 5k being the most popular one with 48% of the respondents saying yes for
a couch to 5k. (50 respondents) as shown below in figure 10.
Figure 9 Attractive activities
0
10
20
30
40
50
Couch to5k
Circuittraining
Dance Pilates,yoga
Aerobics Gaelic formothers
Tennis Otheractivity
48
32
2420
16
10 10
4
%
Attractive activities
49
5.1.3 Assessment of the John Mitchels’ G.A.A. Complex communication
5.1.3.1 Information on the John Mitchels’ G.A.A. Complex programme, services and
events are readily available
Respondents were asked if they thought the information was readily available on John
Mitchels G.A.A. Complex with 86% responding they agree and 6% disagree. Some said
they wished it was more freely available. As shown below in figure 11.
Figure 10 Information available on John Mitchel GAA Complex
5.1.3.2 The most effective communication for you is
Respondents were asked what the most effective form of communication. The text
message represents 76% (38) of the answers, 14% (7) of the members said email, 4%
(2) said Facebook, 4% said a word of mouth and 2% said other. From the findings, it is
clear that text message was the strongest response based on 50 respondents as shown
below in figure 12.
Figure 11 The best form of communication
0
20
40
60
80
100
Disagree Agree
6
86
%
020406080
76
14 4 4 2%
Way of Communication
50
5.1.3.3 The John Mitchels’ G.A.A. Complex Facebook page allows you to be daily
informed of the events
Participants were asked if John Mitchels G.A.A Complex Facebook Page was
informative: 57 % agree and 2 % disagree as shown below in the figure from 50
participants as shown below in figure 13.
Figure 12 Facebook page
0%
10%
20%
30%
40%
50%
60%
Disagree Agree
2%
57%
51
5.1.3.4 How often do the Members use the John Mitchels’ G.A.A. Complex internet site
Respondents were asked: “How often do you use the John Mitchels G.A.A. Complex
internet site”? It is evident from Table 19 that the internet site is used once a month or
less by 58% of members with 17% saying several times a month 13 % saying weekly
and 12% using it several times a week as shown below in figure 14.
Figure 13 Frequency of using John Mitchels’ page
0
20
40
60
Monthly or less Several times amonth
Weekly Several times a week
58
1713 13
%
Frequencies
52
5.1.4 Profile of the John Mitchels’ G.A.A. Complex members
5.1.4.1 How long have the members been member of John Mitchels G.A.A. Complex
The respondents were asked: “How long they have been members of John Mitchels
G.A.A. Complex?” With 30% responding 1- 2 years , 30% responding 3-4 years 17%
responding 5-6 years , 9% more than 10 years and 10% have been members for more
than 20 years as shown below in figure 15.
Figure 14 Length of membership
0
5
10
15
20
25
30
1 - 2 years 3 - 4 years 5 - 6 years 7 - 8 years More than10 years
More than20 years
30 30
17
4
911%
Length of membership
53
5.1.4.2 What type of membership do you have?
The respondents were asked what type of membership they currently hold in the
Complex. 84 % responding Juvenile boys and girls. 22 % responding adult, 14 %
responding patron and 6% student as shown below in figure 16.
Figure 15 Type of membership held
5.1.4.3 How far do you live from John Mitchel’s’ G.A.A. Complex?
Respondents were asked how far from the complex do they live. As evident below in
figure majority of the members lived between 0 – 5 miles away from the complex as
shown below in figure 17.
Figure 16 Distance from John Mitchels G.A.A complex
0102030405060708090
Juvenile boysand girls
Adult Patron Student A.O.P.
84
2214
60
%
Membership held
0
20
40
60
80
100
0-5 miles 6-10 miles 11-15 miles 16-20 miles
82
124 2
%
Distance from Johm Mitchels G.A.A. Complex
54
5.1.4.4 Age category of the respondent:
The respondents were asked which age category they fell into. It is evident below that
60% (30) of them fell into the 36-45-year-old category as shown below in figure 18.
Figure 17 Age Category of respondent
5.1.4.5 Gender of respondent
When respondents were asked their gender there was 54% (27) female and 46% (23)
male as shown below in figure 19.
Figure 18 Gender of respondent
0
10
20
30
40
50
60
18-25 years old 26-35 years old 36-45 years old 46-55 years old 66 years oldand more
4
24
60
10
2
%
Categories of age
Male46%
Female54%
55
5.1.4.6 Employment status
The respondents were asked their employment status with 84% (42) as working
professionally as shown below in table 20.
Figure 19 Employment status
5.1.4.7 Marital Status of respondent
Respondents were asked their marital status with 88% (44) married it is evident most
are married as shown below in figure 21.
Figure 20 Martial Status
0
20
40
60
80
100
Workingprofessionnal
Unemployed Student Retired
84
122 2
%
Employment status
Single8%
In a relationship4%
Married88%
56
5.2 Findings resulting of the Non-Member questionnaires
In the next part of the chapter, we will discuss the findings from the mall intercept.
This part of the chapter will relate the findings that the research team extracted from the
statistical analysis of the mall intercept from the general public and the statistical
analysis from the non-member mall intercept. Please refer to the Appendix for a copy
of the mall intercept utilised in this phase of the research and for the complete set of
tables extracted from IBM SPSS 22. Based on the research objectives, this is the
remainder of the quantitative research. This is divided into five sections.
Figure 21 Objectives from mall intercept
To determine general public participation in the physical activities
To evaluate general awareness about John Mitchels G.A.A. Complex
To distinguish involvement in other clubs in the community
To examine the factors influencing the choice of the club
To view the profile of the non-members
57
5.2.1 General participation in the physical activities
5.2.1.1 Do you participate in any physical activity?
Respondents were asked if they participated in any physical activity with 64 % saying
no as stated below in figure 23.
Figure 22 Participation in physical activity
Yes36%
No64%
58
5.2.1.2 Do you participate in any of the following
Respondents were asked if they participated in any of the following sports with the
majority taking part in jogging as shown in figure 24.
Item N %
Jogging 21 30
Football 19 27
Other 18 25
Swimming 14 20
Hillwalking 8 11
Gaelic Football 9 9
Body Building 6 8
Golf 5 7
Basketball 4 6
Hurling 4 6
Tennis 4 6
Rugby 3 4
Figure 23 table of participation of sports
59
5.2.1.3 How often do you practice a sport activity
The respondents were asked how often do they practice a sport and the responses show
that 55% (38) of the participants exercised several times a week as shown below in
figure 25.
Figure 24 Frequency of practicing a sports activity
5.2.1.4 Would you take part in any of these activities?
The respondents were asked if they would take part in any of the following actives
including couch to 5km, circuit training, pilates, yoga, dance aerobics and Gaelic for
mothers with the results showing 21% (21) would be interested in the couch to 5k as
illustrated in figure 26.
Figure 25 Attractive Activities
0
10
20
30
40
50
60
Several times amonth
Weekly Several times aweek
Every day
13
26
55
6
%
Frequency
0
5
10
15
20
25
Couch to 5k Circuittraining
Pilates, yoga Dance Aerobics Gaelic formothers
21
1715
9 9 8%
Attractive activities
60
5.2.2 To evaluate general awareness about John Mitchels G.A.A. Complex
5.2.2.1 Have you heard about John Mitchels G.A.A. Complex
The respondents were asked if they had heard about John Mitchels G.A.A. Complex
and 8% (8) responded with no as shown below in figure 27.
Figure 26 Awareness of John Mitchel G.A.A. Complex
5.2.2.2 How did you hear about the John Mitchels G.A.A. Complex facilities?
The respondents were asked how they had heard about John Mitchels G.A.A. Complex
and 42% (39) stated they had heard of it from friends, 12% (11) saying they had heard
of it through advertisement 1% (1), 1% (1) on the internet and 34% (31) by the word of
mouth as shown below in figure 28.
Figure 27 How respondents had heard of John Mitchel G.A.A. Complex
Yes92%
No8%
05
1015202530354045
42
12
34
1
11%
X
61
5.2.2.3 Do the non-members use the John Mitchels’ G.A.A. Complex facilities
Respondents were asked if they use John Mitchels G.A.A. Complex with 85% (85)
responding no and 15% (15) saying yes as evident below in figure 29.
Figure 28 Use of John Mitchels’ GAA Complex facilities
5.2.2.4 Why do not you use the John Mitchels’ G.A.A. Complex facilities?
Respondents were asked “why do not you use the John Mitchels’ G.A.A. Complex
facilities?” with various responses the strongest saying access was an issue as shown
below in figure 30.
Figure 29 Why do respondents not use John Mitchels GAA Complex
Yes15%
No85%
Access30%
Lack of time22%
No interest in the activities
18%
Member of another club
16%
Not a member14%
62
5.2.2.5 How often do you use the John Mitchels’ G.A.A. Complex facilities
Respondents were asked, “How often do you use the John Mitchels’ G.A.A. Complex
facilities?” Figure 31 illustrates that 19% (3) of respondents use John Mitchels G.A.A
Complex several times a week, 19% (3) use the complex monthly, 31% (5) several
times a month and 19% (3) weekly.
Figure 30 Usage of complex
Monthly31%
Several times a month
31%
Weekly19%
Several times a week19%
63
5.2.3 Involvement in other clubs in the community
5.2.3.1 Are you involved in another sports club in the community?
As illustrated in figure 32, 64% (64) of people are not involved in another sport in the
community with 36% (36) saying yes they are.
Figure 31 Involvement in other clubs
Yes36%
No64%
64
5.2.3.2 Membership in other sports clubs
Respondents were asked if they were a member of another club.
Item N %
Na Gaeil 6 18
Manor West Swimming 4 12
Ballymac Galaxy 3 9
Hercules 2 6
Kerins O'Rahillys G.A.A. Club 2 6
Austin Stacks G.A.A. Hurling & Football Club 2 6
Listowel Emmets G.A.A. Club 2 6
Ardfert G.A.A. Club 1 3
Tralee Tennis Club 1 3
Tralee Golf Club 1 3
Tralee Tigers 1 3
Beale G.A.A. Club 1 3
Red Cross 1 3
Tralee Harriers Athletic Club 1 3
Abbeydorney G.A.A. Club 1 3
White Panther Martial Arts & Fitness Tralee 1 3
St Pats Blennerville G.A.A. Club 1 3
Kingdom Swimming Club 1 3
Tralee Rugby Football Club 1 3
Total 33 100
Table 12 Member in other sports clubs
65
5.2.3.3Which activity does you practice in your club
The respondents were asked:” Which activity do you practice in your club?” The results
are shown in table 13 below.
Item N %
Bodybuilding 7 20
Swimming 7 20
Gaelic football 6 17
Hurling 4 11
Soccer 4 11
Golf 2 6
Basketball 2 6
Rugby 2 6
Tennis 1 3
Total 35 100
Table 13 What activity does the respondent practice
5.2.4 Factors influencing the choice of the club
5.2.4.1 Which of the following factors will influence you in selecting a sports club?
Respondents were asked to choose from the following factors illustrated below in figure
32.
Figure 32 Criteria influencing the choice of the club
0
10
20
30
40
50
Price Access Activities Interest forthe club
Staff Other
4743 41
33
14
2
%
Criteria
66
5.2.5 Profile of the non-members
5.2.5.1 The respondents were asked their age
The respondents were asked to categorize their age as illustrated in figure 33 below.
Figure 33 Age category of respondents
5.2.5.2 Respondents were asked if they are male or female
Respondents were asked to if they are male of female as illustrated in figure 34.
Figure 34 Gender of the respondents
0
10
20
30
40
18-25 yearsold
26-35 yearsold
36-45 yearsold
46-55 yearsold
56-65 yearsold
66 years oldand more
31
22
29
14
2 2
%
Categories of age
Male46%
Female54%
67
5.2.5.3 Respondents were asked to distinguish what category they fall under
Respondents were asked what category they would fall under for employment status as
illustrated below in figure 35.
Figure 35 Employment status of the respondents
5.2.5.4 Martial status of respondent
Respondents were asked their marital status as illustrated below in figure 36. The results
show that 38% (38) are married, 46% (46) single and 16% (16) in a relationship.
Figure 36 Marital status
01020304050607080
Workingprofessionnal
Unemployed Student Retired
72
918
1
%
Employment status
Single46%
In a relationship16%
Married38%
68
CHAPTER Six:
conclusions
69
6. Conclusions
The researchers analysed the findings from the data collected through four in-depth
interviews and surveys and arrived at conclusions related to the objectives.
6.1 To determine whether sports minded people are aware of the facilities of
the John Mitchel’s Complex
The researchers sought to compare the opinions of sports minded professionals who are
familiar with the Complex. The aim of the research was to indicate the general
awareness about the facilities.
Secondly, the research team carried out a mall intercept survey to ascertain what the
awareness of the general public was about the John Mitchels G.A.A. Complex. The
findings indicated that there is a relatively good awareness about the facilities of the
Complex amongst sports minded people. There is also a percentage of those surveyed
who are involved in other sports not catered for in the John Mitchels G.A.A. Complex
such as running, golfing or swimming etc.
From an in-depth interview with a sports minded professional who rents the facilities of
the John Mitchels G.A.A. Complex to facilitate his business. The research team can
conclude that he is very happy with the facilities and the price he is paying for the lease.
“…it has everything we need… It's spot on right now…”
6.2 To measure the current user perceived quality of the John Mitchels G.A.A.
Complex
The objective was to obtain feedback on the quality of John Mitchels G.A.A. Complex
from the user perspective. After surveying fifty members of the Complex the research
team concluded that the majority of the members are very satisfied with the facilities in
general. The survey indicated that 78% of the members are extremely satisfied with the
facilities and they met with their expectations. Moreover, 86% of the members would
70
be happy to pay a higher rate of membership in order to improve the facilities, 78% of
the members believe that the highest priority in the Complex in relation to the facilities
are the playing fields. A large percentage of the members would be very happy to see
activities like couch to 5k, circuit training, dance classes, Pilates, and yoga. The
Complex members believe that the information about the services offered, events etc. is
widely available (50% agree with that statement and 36% strongly agree). The
members of John Mitchels Complex believe that the most effective method of
communication within the club regarding events is Text Messaging as stated by 76% of
them. As has also been mentioned in an in-depth interview and depicted from the
survey the best method of communication in the club is by word of mouth. The
members participation in the use of social media and the internet to access information
on the events of the Complex is relatively poor as indicated in the findings of the survey
(58% of the members access the Complex’s internet site one a month or less).
From an in-depth interview with a member of the John Mitchels G.A.A. Complex, the
research team concludes that the facilities are ideal for families with kids.
“We as a family use the football pitches, they have to train twice a week, and
they have a match during the weekend. My husband trains the under 6 on
Sunday morning…I have also used the facilities for Birthday Parties which is
fantastic…”
(Participant)
The facilities offers a wide range of activities for any age group, providing value for
money. There is something for all the members of the family to do. During the in-depth
interview, the member suggested that she would like to see a Tennis Court in the
Complex as the town of Tralee has only one Tennis Club and it is difficult to access
membership there as there is a waiting list.
The interviewee also stated that the Complex is considered a social centre by her and
other members:
71
“On Sunday during the match, all the parents come up here and make tea and
coffee…”
(Participant)
6.3 To determine the general public awareness about the existence of the John
Mitchels G.A.A. Complex and the services provided by the Complex.
From the survey analysis, the research team can conclude that the respondents are well
aware of the existence of the John Mitchels G.A.A. Complex (as indicated by 92% of
the respondents). Quantitative findings also show that 42% of the respondents heard
about the facilities from their friends and 32% of the respondents heard by word of
mouth. During the in-depth interviews with the Primary and Secondary School
Principals, it was also indicated that there is a strong awareness of the John Mitchels
G.A.A. Complex within the Schools.
The quantitate findings from this objective implied that notwithstanding that 92% of the
public were aware of the John Mitchels Complex only 15% were actually using the
facilities. Quantitative findings indicated that the Complex is considered more of a
G.A.A. Club and associated with mainly Gaelic Football. However, the general public
would like to see activities such as couch to 5K, circuit training, pilates, and yoga as
part of the Complex’s activities schedule. During the in-depth interview, one
participant suggested that the Complex could be used by the Corporate Sector for Team
Bonding Activities, meetings, presentations, social gathering etc.
It has been indicated in the in-depth interview with a Principal of Scoil Nuachabhail,
Gortatlea, Tralee that the school has been using the facilities in the past.
“…we use it a few times for Basketball, soccer trials, fun days for the kids and
school tours so yes we would use it four or five times in the year.”
72
CHAPTER Seven:
Recommendations
73
7. Recommendations
7.1 Introduction of new activities within the club
During the quantitative phase of the research participants of the surveys indicated high
interest in couch to 5k (48% of the members and 21% of non-members), circuit training
( 32% of the members, 17% of non-members), dance (24% members and 9% of non-
members), Pilates and yoga (20% members, 15% of non-members). Therefore, it may
be beneficial to introduce these activities as there is high interest in regards to them.
7.2 Raise awareness in the corporate sector about the possibility of using the
facilities for corporate events, meetings, bonding/team building activities.
There is a consensus amongst the researchers from their findings that catering for the
corporate sector through such activities as team building/bonding can prove hugely
beneficial to the John Mitchels G.A.A Complex as this a fast growing market sector and
has worked well for other clubs such as Mallow G.A.A., Nemo Rangers, and Clonakilty
G.A.A. Clubs.
7.3 Raise awareness amongst Primary Schools in the area regarding the
possibility of using the facilities.
The research team recommends that it would be in the interest of the John Mitchels
G.A.A. Complex to ensure that all Primary Schools in the area are aware of what the
Complex has to offer especially when there are so many Schools with poor sports
facilities in the area.
7.4 Social media promotion of the website.
To increase awareness of the website using social media, the researchers suggest that
John Mitchels G.A.A. Complex use Facebook to engage with it's existing and potential
74
future members. John Mitchel’s G.A.A. Complex can post content that will inspire
conversation and interaction among members.
The researchers recommend the Facebook page could be updated regularly by using
images from current social events/matches, birthday parties etc. The Facebook could
possibly be relaunched and not necessarily in a closed group rather as a like page and
may be sponsored which would bring in more users. This would increase engagement
amongst its existing and potential members.
7.5 Improve the functionality of the website.
Upon analysis of the other clubs and existing complexes, the researchers discovered that
more and more people are inclined to use the internet in order to book the facilities.
Therefore, it could be beneficial for the complex if the existing website would offer an
online booking facility for the pitches and the facilities within the John Mitchels G.A.A.
Complex.
7.6 Induction programme for Staff
As depicted from our qualitative findings there is a perception that when there is a staff
change over in the John Mitchel’s G.A.A. Complex, new staff members are not fully
familiar with the facilities and this may cause frustration with members or visitors to the
Complex if the staff member cannot assist them. The researchers recommend that
possibly some sort of induction programme or a sufficient lead time between staff
changes could eliminate this problem.
7.7 Improvements in signage.
There is a consensus among interviewees that if you are unfamiliar with the John
Mitchel’s G.A.A. Complex location it can be difficult to locate it as the signage to the
75
Complex is poor. This aspect could investigate to establish an appropriate location for
the signage.
7.8 On-line shop and Over Seas Membership
From the researchers qualitative findings from other clubs, it was noted that significant
revenue can be gained from having an On-line shop facility, this would encourage
members and non-members to purchase club merchandise. Overseas members are very
committed to their club and have a pride in wearing their home club merchandise.
76
Appendix
77
In-depth Interview: Ethics Statement / Explanatory Note
ETHICS Section
Before this in-depth interview commences, I would like to read an ethics statement and explanatory note:
I would like to thank you for participating in this research which is being undertaken as part of the Institute
of Technology, Tralee Marketing Research Project Module. The main aim of the module is to provide
undergraduate marketing research students with practical experience of conducting marketing research
projects. This project is worth 100% of our second semester Research Project module grade. All students
conducting research as part of this programme must adhere to Irish legislation and the ICC/ESOMAR
Code of Ethics when conducting Marketing Research.
The interview you have agreed to participate in this evening is solely for the purpose of xxx. Information
from interviews undertaken will be collated and presented in a research report which will be only be made
available to the client commissioning the research and to the Research Supervisor (name) who will grade
our project.
I would like to remind you that your cooperation in this marketing research project is entirely voluntary at
all stages.
Your anonymity will be strictly preserved. We do not require your name for the purpose of this research. If
you do offer your name, you can rest assured that your comments will never be associated with your
name. The only people who will be able to attribute your comments to you are the research group
members (ourselves - names) who will interview you and we have undertaken to keep this information
strictly private and confidential.
Furthermore, I would like to assure you that the information provided by you will not be used for any non-
research purpose and that the recipient of the information has agreed to conform to the requirements of
this Code.
I would like to remind you that we would like to use recording equipment to record this interview. This is
solely for the purpose of our convenience in collecting all of your valuable comments. Should we simply
take notes, we may miss some valuable information? Rest assured that no person, except the research
group members (list names), will ever have access to these tapes and that they will be disposed of in
accordance with the ESOMAR code.
Please take this opportunity to confirm our identity (show ID Cards).
INTRODUCTION and EXPLANATION Section
With regard to this particular interview,
78
Research Team Name
Research Team Meeting No 1.
Type of meeting: Research Team Meeting
Chairperson: Aoife Looney Minute taker: Jason O’Connor
Attendees: Jason O’Connor, Magdalena Nowak , Maura Hanrahan, Eugenie Aprahmian
Minutes
Minutes of Team Meeting No. 1 read and agreed. Action items of previous meetings all completed by nominated team members on schedule
Agenda item1: Lay out a work plan and discuss the current workload for the coming week
Discussion:
Conclusions:
The research team assigned specific tasks to each member of the group.
Magda and Maura were assigned the task of amending the research proposal and
typing up the minutes of the meeting and deciding on what research needs to be
carried by each member of the team over the weekend. Aoife, Jason, and Eugenie
were working on the methodology chapter.
Agenda item 2: Sampling Methods
Discussion: The research team has discussed the sampling methods to be used.
research project research
Conclusions: The group jointly agreed that meetings will be held at 10.00 a.m. every Monday and
at 3.00 p.m. every Thursday. The group also set up a Facebook page in order to
improve communication within the group.
Other Information
Special notes:
79
Research Team John Mitchells GAA
Research Team Meeting No 2
26/01/2016
10.00 am
Library, IT Tralee
Type of meeting: Research Team Meeting
Chairperson: Aoife Looney Minute taker: Maura Hanrahan
Attendees: Magdalena Nowak, Jason O Connor, Eugenie Aprahmian
Minutes
Minutes of Team Meeting No. 3 read and agreed. Action items of previous meetings all completed by nominated team members on schedule
Agenda item1: Introduction Chapter
Discussion: We will try and meet the client as in the coming week and in the meantime we will be working on chapter 1 of the research project
Agenda item 2: Feedback from supervisor about the proposal
Discussion: Proposal corrections
Conclusions: It has been decided to choose another in-depth interviewee for the exploratory research with the expert contributor. This matter will be subjected to further discussion with the Supervisor and the Research Team at the Supervisor Meeting.
Other Information
Special notes:
80
Research Team Name
Research Team Meeting No 3.
04/02/2016
10.00 am
Library, IT Tralee
Type of meeting: Research Team Meeting
Chairperson: Aoife Looney Minute taker: Magdalena Nowak
Attendees: Eugenie Aprahmian, Jason O’Connor, Maura Hanrahan,
Minutes
Minutes of Team Meeting No. 2 read and agreed. Action items of previous meetings all completed by nominated team members on schedule
Agenda item1: Discuss and plan the work to be completed
Discussion: Prepare samples for the in-depth interviews and Questionnaire
Agenda item 2: Research on other Clubs
Discussion:
The research on the other clubs and their facilities were discussed
research project research
Conclusions: Information will be entered into a comparison table over the weekend. The team
had an in-depth discussion on our perception of the club in general in order to
get a broader idea of where we are going with our research and the objective of
the research.
Other Information
Special notes:
81
Research Team Name
Research Team Meeting No 4.
11/02/2016
9.00 am
Library, IT
Tralee
Type of meeting: Research Team Meeting
Chairperson: Aoife Looney Minute taker:
Maura Hanrahan, Magdalena Nowak
Attendees: Eugenie Aprahmian, Aoife Looney, Jason O’Connor, Maura Hanrahan,
Magdalena Nowak
Minutes
Minutes of Team Meeting No. 3 read and agreed. Action items of previous meetings all completed by nominated team members on schedule
Agenda item1: Comparison table
Discussion:
Conclusion:
We looked at different options for increasing the revenue of John Mitchells G.A.A. Club by comparing it to other clubs within the country
There are a number of ways in which the Mitchells G.A.A. Club could increase
their revenue and we will be making these suggestions in our report. We will
include in our comparison table the research we conducted on the Mallow,
Nemo Rangers and Clonakilty G.A.A. Clubs, which represent some of the top
G.A.A. Clubs in the Country. We also did some research on the option of the Club
focusing on overseas Membership which could generate extra revenue.
Agenda item 2: Look at chapter one and two and start chapter three
Discussion:
The group also agreed to meet during the week to compare and exchange
information and work progress in relation to the project.
research project research
Other Information
Special notes:
82
Research Team John Mitchells GAA
Research Team Meeting No 5
25/03/2016
10.00 am
Library, IT Tralee
Type of meeting: Research Team Meeting
Chairperson: Aoife Looney Minute taker: Jason O’Connor
Attendees: Magdalena Nowak, Jason O’Connor, Eugenie Aprahmian, Mary Hanrahan
Minutes
Minutes of Team Meeting No. 3 read and agreed. Action items of previous meetings all completed by nominated team members on schedule
Agenda item1: Amend the proposal
Discussion: The proposal needs to be amended again there is a lot to fix on this
Agenda item 2: Chapters 1 2 and 3
Discussion: The group had to do chapters 1,2 and 3
Conclusions: .
We met as a group and fixed the chapters hoping to receive feedback from supervisor
Other Information
Special notes:
83
Research Team John Mitchells GAA
Research Team Meeting No 6
03/03/2016
10.00 am
Library, IT Tralee
Type of meeting: Research Team Meeting
Chairperson: Aoife Looney Minute taker: Jason O Connor
Attendees: Maura Hanrahan Eugenie Aprahmian Magdalena Nowak
Minutes
Minutes of Team Meeting No. 3 read and agreed. Action items of previous meetings all completed by nominated team members on schedule
Agenda item1: Chapters 1 2 and 3
Discussion: Need to be fixed again. The group agreed that there are some changes to be made to the chapters to make them more presentable
Other Information
Special notes:
84
Research Team John Mitchells GAA
Research Team Meeting No 7
10/03/2016
10.00 am
Library, IT Tralee
Type of meeting: Research Team Meeting
Chairperson: Aoife Looney Minute taker: Jason O Connor
Attendees: Maura Hanrahan Magdalena Nowak Eugenie Aprahmian
Minutes
Minutes of Team Meeting No. 3 read and agreed. Action items of previous meetings all completed by nominated team members on schedule
Agenda item1: In-depth interviews
Discussion: This week we had to organise our in-depth interviews this week and type them up to get approval
Other Information
Special notes:
13 minutes long
85
Research Team John Mitchells GAA
Research Team Meeting No 8
16/03/2016
10.00 am
Library, IT Tralee
Type of meeting: Research Team Meeting
Chairperson: Aoife Looney Minute taker: Jason O Connor
Attendees: Magdalena Nowak Eugenie Aprahmian Maura Hanrahan
Minutes
Minutes of Team Meeting No. 3 read and agreed. Action items of previous meetings all completed by nominated team members on schedule
Agenda item1: Surveys
Discussion: Group met and spoke about the questions for surveys and entered some starting details into SPSS
Other Information
Special notes:
86
Research Team John Mitchells GAA
Research Team Meeting No 9
04/04/2016
10.00 am
Library, IT Tralee
Type of meeting: Research Team Meeting
Chairperson: Aoife Looney Minute taker: Jason O’Connor
Attendees: Eugenie Aprahmian Magdalena Nowak Maura Hanrahan
Minutes
Minutes of Team Meeting No. 3 read and agreed. Action items of previous meetings all completed by nominated team members on schedule
Agenda item1: Outcome of Surveys
Discussion: The outcome of surveys and to put them into the relevant SPSS to bring out the data. The group worked and input the data while some of the group worked on the previous chapters
Other Information
Special notes:
87
Research Team Name
Research Team Meeting No 10
12/04/2016
9.00 am
Library, IT Tralee
Type of meeting: Research Team Meeting
Chairperson: Aoife Looney Minute taker: Jason O Connor
Attendees: Eugenie Aprahmian, Maura Hanrahan , Magdalena Nowak
Minutes
Minutes of Team Meeting No.9 read and agreed. Action items of previous meetings all completed by nominated team members on schedule
Agenda item1: Carry out an additional 50 questionnaires
Discussion:
Conclusion:
We discussed carrying out an additional 50 Questionnaires on top of our in-depth interviews and Questionnaires and then entering our data into SPSS.
Our group made a few alterations on our Questionnaires and carried it out on the 8th
April in the Tralee town Centre.
Agenda item 2: Keep working on Chapter four and start working on Chapter Five, Six and Seven
Discussion:
We added our findings into chapter four and combined our results, for example,
quotes taken from our in-depth interviews and we created our pie charts from our
SPSS results.
We would then start working on our Conclusions and our References.
research project research
Other Information
Special notes:
88
Research Team Name
Research Team Meeting No11
18/04/2016
9.00 am
Library, IT Tralee
Type of meeting: Research Team Meeting
Chairperson: Aoife Looney Minute taker: Jason O Connor
Attendees: Maura Hanrahan, Eugenie Aprahmian, Magdalena Nowak
Minutes
Minutes of Team Meeting No. 10 read and agreed. Action items of previous meetings all completed by nominated team members on schedule
Agenda item1: Finish Chapter Four – Qualitative Research
Discussion:
Conclusions:
Our group discussed any errors that were in Chapter Four and made sure that all previous chapters are up to date.
The qualitative research was completed by looking at similar questions that we
carried out from all our in-depth interviews and combining our findings. Our group
summarized the interviewee’s answers and included their quotes into section four.
Agenda item 2: Continue working on Chapter Five and Six
Discussion: Our group discussed and analyzed the conclusions and data from both the questionnaires and in-depth interviews.
research project research
Other Information
Special notes:
89
Research Team Name
Research Team Meeting No 12
21/04/2016
9.00 am
Library, IT Tralee
Type of meeting: Research Team Meeting
Chairperson: Aoife Looney Minute taker: Eugenie Aprahmian
Attendees: Jason O Connor, Aoife Looney, Maura Hanrahan, Magdalena Nowak
Minutes
Minutes of Team Meeting No.11 read and agreed. Action items of previous meetings all completed by nominated team members on schedule
Agenda item1: Finish Chapter Five and Six and start Chapter Seven and Appendices
Discussion:
Conclusions:
We worked together as a group and discussed what Recommendations and Conclusions
we would gather from our findings.
From the SPSS findings, we turned the results into percentages and from that, we got a
clear indication of people’s perception and opinion on the club, and we highlighted all of
the main aspects of where they can improve on
Agenda item 2: Create a design for the front cover page and Chapter titles
Discussion:
Conclusions:
Our group discussed as to how we would make the project stand out more and make it more appealing.
We decided to go for a colorful front page similar to our proposal and for our Chapter titles, the It Tralee symbol and the crest for John Mitchels G.A.A Club
rrresearch project research
Other Information
Special notes:
90
Questionnaire for non-Members of John Mitchels G.A.A. Complex Office use Sports participation only
1) Do you participate in any physical activity?
Yes ☐1 No ☐2 Do you practice any of the following activities?
2) Football:
Yes ☐1 No ☐2
3) Tennis:
Yes ☐1 No ☐2 4) Jogging:
Yes ☐1 No ☐2 5) Swimming:
Yes ☐1 No ☐2 6) Rugby:
Yes ☐1 No ☐2 7) Basketball:
Yes ☐1 No ☐2
8) Gaelic football:
Yes ☐1 No ☐2 9) Bodybuilding:
Yes ☐1 No ☐2 10) Hillwalking:
Yes ☐1 No ☐2 11) Golf:
Yes ☐1 No ☐2 12) Another sports activity:
Yes ☐1 No ☐2
13) How often do you practice a sports activity? Monthly Several times a month Weekly Several times a week Everyday
☐1 ☐2 ☐3 ☐4 ☐5 Would you take part in any of these activities?
14) Couch to 5 k:
Yes ☐1 No ☐2
15) Circuit training:
Yes ☐1 No ☐2
16) Aerobics:
Yes ☐1 No ☐2
17) Pilates, yoga:
Yes ☐1 No ☐2
18) Dance fit:
Yes ☐1 No ☐2
19) Gaelic for mothers:
Yes ☐1 No ☐2
20) Tennis:
Yes ☐1 No ☐2
21) Another activity:
Yes ☐1 No ☐2
John Mitchels G.A.A. Complex 22) Have you heard about John Mitchels G.A.A. Complex?
Yes ☐1 No ☐2 23) How did you hear about the John Mitchels’ G.A.A. Complex facilities?
Friends Advertisement Word of mouth Internet Other
☐1 ☐2 ☐3 ☐4 ☐5 24) Do you use the John Mitchels’ G.A.A. Complex facilities?
Yes ☐1 No ☐2 25) Why do not you use the John Mitchels’ G.A.A. Complex facilities?
Access, distance Lack of time No interest in the activities Not a member Member of another club
☐1 ☐2 ☐3 ☐4 ☐5
91
26) How often do you use the John Mitchels’ G.A.A. Complex facilities?
Every day Twice a week Weekly Several times a week Monthly
☐1 ☐2 ☐3 ☐4 ☐5
Other activities / Clubs 27) Are you involved in another sports club in the community?
Yes ☐1 No ☐2 28) If yes, give the name of the club:
Hercules ☐1
Ardfert G.A.A. Club ☐2
Tralee Tennis Club ☐3
Tralee Golf Club ☐4
Tralee Tigers ☐5
Ballymac Galaxy ☐6
Beale G.A.A. Club ☐7
Red Cross ☐8
Manor West Swimming ☐9
Na Gaeil G.A.A. Club ☐10
Tralee Harriers ☐11
Abbeydorney G.A.A. Club ☐12
Kerins O'Rahillys G.A.A. Club ☐13
92
Which of the following factors will influence you in selecting a sports club?
29) Price:
Yes ☐1 No ☐2 30) Accessibility:
Yes ☐1 No ☐2 31) Interest for the club:
Yes ☐1 No ☐2 32) Activities:
Yes ☐1 No ☐2 33) Staff:
Yes ☐1 No ☐2 34) Another criterion:
Yes ☐1 No ☐2 35) Which activity do you practice in your club?
Body building ☐1
Hurling ☐2
Dance ☐3
Tennis ☐4
Golf ☐5
Basketball ☐6
Soccer ☐7
Swimming ☐8
Rugby ☐9
Gaelic football ☐10# Personal information
1) Age of the respondent: 18-25 years old 26-35 years old 36-45 years old 46-55 years old 56-65 years old 66 years and more
☐1 ☐2 ☐3 ☐4 ☐5 ☐6 2) Gender of the respondent:
Male ☐1 Female ☐2 3) Employment status of the respondent:
Working professional Unemployed Student Retired
☐1 ☐2 ☐3 ☐4 4) Marital status of the respondent:
Single ☐1 In a relationship ☐2 Married
Questionnaire for the members Office use General opinion on John Mitchels G.A.A. Complex only 1) How would you rate your overall satisfaction with John Mitchels G.A.A. Complex?
Extremely dissatisfied Dissatisfied Neither satisfied nor dissatisfied Satisfied Extremely satisfied
☐1 ☐2 ☐3 ☐4 ☐5 2) How likely are you to recommend John Mitchels G.A.A. Complex to others?
Very unlikely Unlikely Neither likely nor likely Likely Very likely
☐1 ☐2 ☐3 ☐4 ☐5 Evaluate John Mitchels G.A.A. Complex on the followings
3) Customer service/support: Poor Fair Good Excellent
☐1 ☐2 ☐3 ☐4 4) Quality of service:
Poor Fair Good Excellent
☐1 ☐2 ☐3 ☐4 5) Staff:
Poor Fair Good Excellent
☐1 ☐2 ☐3 ☐4 6) Price value:
Poor Fair Good Excellent
☐1 ☐2 ☐3 ☐4 7) How long have you been a member? 8) John Mitchels G.A.A. Complex represents excellent value for money:
Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
☐1 ☐2 ☐3 ☐4 ☐5 Which memberships do you hold at the moment?
9) Patron membership:
Yes ☐1 No ☐2 10) Adult membership:
Yes ☐1 No ☐2 11) Student membership:
Yes ☐1 No ☐2 12) O.A.P membership:
Yes ☐1 No ☐2 13) Juvenile boys and girls:
Yes ☐1 No ☐2 14) Would you pay more for your membership to improve the John Mitchels’ G.A.A. Complex facilities?
Yes ☐1 No ☐2 Facilities
15) The John Mitchels’ G.A.A. Complex facilities meet your expectations and needs: Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
☐1 ☐2 ☐3 ☐4 ☐5 16) Indicate what you think should be the John Mitchels’ G.A.A. Complex highest priority in relation to
facilities:
Playing fields ☐1 Club house☐2 Other☐3 Would you take part in the following activities?
17) Couch to 5 k:
Yes ☐1 No ☐2 18) Circuit training:
Yes ☐1 No ☐2 19) Aerobics:
Yes ☐1 No ☐2 20) Pilates, yoga:
Yes ☐1 No ☐2 21) Dance fit:
Yes ☐1 No ☐2
94
22) Gaelic for mothers:
Yes ☐1 No ☐2 23) Tennis:
Yes ☐1 No ☐2 24) Another activity:
Yes ☐1 No ☐2 Communication
25) Information on the John Mitchels’ G.A.A. Complex programme, services and events are readily available: Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
☐1 ☐2 ☐3 ☐4 ☐5 26) The most effective communication for you is:
E-mail Text message Facebook Newsletter World-of-mouth Other
☐1 ☐2 ☐3 ☐4 ☐5 ☐6 27) The John Mitchels’ G.A.A. Complex Facebook page allows you to be daily informed of the events:
Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
☐1 ☐2 ☐3 ☐4 ☐5 28) How often do you use the John Mitchels’ G.A.A. Complex internet site?
Monthly Several times a month Weekly Several times a week Every day
☐1 ☐2 ☐3 ☐4 ☐5 Demographics
29) How far do you live from John Mitchels’ G.A.A. Complex? 0-5 miles 6-10 miles 11-15 miles 16-20 miles 21 miles and more
☐1 ☐2 ☐3 ☐4 ☐5 30) Age of the respondent:
18-25 years old 26-35 years old 36-45 years old 46-55 years old 56-65 years old 66yearsand more
☐1 ☐2 ☐3 ☐4 ☐5 ☐6 31) Gender of the respondent:
Male ☐1 Female ☐2 32) Employment status of the respondent:
Working professional Unemployed Student Retired
☐1 ☐2 ☐3 ☐4 33) Marital status of the respondent:
Single ☐1 In a relationship ☐2 Married ☐3
95
SPSS Output File – Members How would you rate your overall satisfaction with John Mitchels G.A.A. Complex?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Neither satisfied nor
dissatisfied 1 2.0 2.0 2.0
Satisfied 17 34.0 34.0 36.0
Extremely Satisfied 32 64.0 64.0 100.0
Total 50 100.0 100.0
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
How would you rate your
overall satisfaction with John
Mitchels G.A.A. Complex?
50 3.00 5.00 4.6200 .53031
Valid N (listwise) 50
How likely are you to recommend John Mitchels G.A.A. Complex to others?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Likely 12 24.0 24.0 24.0
Very likely 38 76.0 76.0 100.0
Total 50 100.0 100.0
Evaluation of John Mitchels' G.A.A. Complex customer service / support:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Fair 1 2.0 2.0 2.0
Good 17 34.0 34.0 36.0
Excellent 32 64.0 64.0 100.0
Total 50 100.0 100.0
Evaluation of John Mitchels' G.A.A. Complex quality of service:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Fair 1 2.0 2.0 2.0
Good 19 38.0 38.0 40.0
Excellent 30 60.0 60.0 100.0
Total 50 100.0 100.0
96
Evaluation of John Mitchels' G.A.A. Complex staff:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Good 15 30.0 30.0 30.0
Excellent 35 70.0 70.0 100.0
Total 50 100.0 100.0
Evaluation of John Mitchels' G.A.A. Complex price value:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Fair 1 2.0 2.0 2.0
Good 14 28.0 28.0 30.0
Excellent 35 70.0 70.0 100.0
Total 50 100.0 100.0
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Evaluation of John Mitchels'
G.A.A. Complex customer
service / support:
50 2.00 4.00 3.6200 .53031
Evaluation of John Mitchels'
G.A.A. Complex quality of
service:
50 2.00 4.00 3.5800 .53795
Evaluation of John Mitchels'
G.A.A. Complex staff: 50 3.00 4.00 3.7000 .46291
Evaluation of John Mitchels'
G.A.A. Complex price value: 50 2.00 4.00 3.6800 .51270
Valid N (listwise) 50
97
How long have you been a member?
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1.00 10 20.0 21.3 21.3
2.00 4 8.0 8.5 29.8
3.00 8 16.0 17.0 46.8
4.00 6 12.0 12.8 59.6
5.00 7 14.0 14.9 74.5
6.00 1 2.0 2.1 76.6
7.00 1 2.0 2.1 78.7
8.00 1 2.0 2.1 80.9
10.00 2 4.0 4.3 85.1
12.00 1 2.0 2.1 87.2
16.00 1 2.0 2.1 89.4
17.00 1 2.0 2.1 91.5
20.00 1 2.0 2.1 93.6
30.00 1 2.0 2.1 95.7
35.00 1 2.0 2.1 97.9
40.00 1 2.0 2.1 100.0
Total 47 94.0 100.0
Missing No Response 3 6.0
Total 50 100.0
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
How long have you been a
member? 47 1.00 40.00 6.6383 8.67386
Valid N (listwise) 47
How long:
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 - 2 years 14 28.0 29.8 29.8
3 - 4 years 14 28.0 29.8 59.6
5 - 6 years 8 16.0 17.0 76.6
7 - 8 years 2 4.0 4.3 80.9
More than 10 years 4 8.0 8.5 89.4
More than 20 years 5 10.0 10.6 100.0
Total 47 94.0 100.0
Missing No response 3 6.0
Total 50 100.0
98
John Mitchels G.A.A. Complex represents excellent value for money:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Disagree 1 2.0 2.0 2.0
Neither agree nor disagree 1 2.0 2.0 4.0
Agree 11 22.0 22.0 26.0
Strongly agree 37 74.0 74.0 100.0
Total 50 100.0 100.0
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
John Mitchels G.A.A.
Complex represents
excellent value for money:
50 2.00 5.00 4.6800 .62073
Valid N (listwise) 50
99
Are you holding a patron membership at the moment?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 7 14.0 14.0 14.0
No 43 86.0 86.0 100.0
Total 50 100.0 100.0
Are you holding an adult membership at the moment?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 11 22.0 22.0 22.0
No 39 78.0 78.0 100.0
Total 50 100.0 100.0
Are you holding a student membership at the moment?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 3 6.0 6.0 6.0
No 47 94.0 94.0 100.0
Total 50 100.0 100.0
Are you holding an A.O.P. membership at the moment?
Frequency Percent Valid Percent
Cumulative
Percent
Valid No 50 100.0 100.0 100.0
Are you holding a juvenile boys and girls membership at the moment?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 42 84.0 84.0 84.0
No 8 16.0 16.0 100.0
Total 50 100.0 100.0
Would you pay more for your membership to improve the John Mitchels’
G.A.A. Complex facilities?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 43 86.0 86.0 86.0
No 7 14.0 14.0 100.0
Total 50 100.0 100.0
100
The John Mitchels’ G.A.A. Complex facilities meet with your expectations and
needs:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Agree 11 22.0 22.0 22.0
Strongly agree 39 78.0 78.0 100.0
Total 50 100.0 100.0
Indicate what you think should be the John Mitchels’ G.A.A. Complex highest priority
in relation to facilities:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Playing fields 38 76.0 77.6 77.6
Club house 11 22.0 22.4 100.0
Total 49 98.0 100.0
Missing No Response 1 2.0
Total 50 100.0
Would you take part in the couch to 5k?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 24 48.0 48.0 48.0
No 26 52.0 52.0 100.0
Total 50 100.0 100.0
Would you take part in circuit training?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 16 32.0 32.0 32.0
No 34 68.0 68.0 100.0
Total 50 100.0 100.0
Would you take part in pilates, yoga?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 10 20.0 20.0 20.0
No 40 80.0 80.0 100.0
Total 50 100.0 100.0
101
Would you take part in aerobics?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 8 16.0 16.0 16.0
No 42 84.0 84.0 100.0
Total 50 100.0 100.0
Would you take part in dance fit classes?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 12 24.0 24.0 24.0
No 38 76.0 76.0 100.0
Total 50 100.0 100.0
Would you take part in Gaelic for mothers and others?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 5 10.0 10.0 10.0
No 45 90.0 90.0 100.0
Total 50 100.0 100.0
Would you take part in tennis?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 5 10.0 10.0 10.0
No 45 90.0 90.0 100.0
Total 50 100.0 100.0
Would you take part in other activities?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 2 4.0 4.0 4.0
No 48 96.0 96.0 100.0
Total 50 100.0 100.0
102
Information on the John Mitchels’ G.A.A. Complex programme, services and events are readily
available:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Disagree 3 6.0 6.0 6.0
Neither agree nor disagree 4 8.0 8.0 14.0
Agree 25 50.0 50.0 64.0
Strongly agree 18 36.0 36.0 100.0
Total 50 100.0 100.0
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Information on the John
Mitchels’ G.A.A. Complex
programme, services and
events are readily available:
50 2.00 5.00 4.1600 .81716
Valid N (listwise) 50
The John Mitchels’ G.A.A. Complex Facebook page allows you to be daily informed of the events:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Disagree 1 2.0 2.1 2.1
Neither agree nor disagree 19 38.0 40.4 42.6
Agree 16 32.0 34.0 76.6
Strongly agree 11 22.0 23.4 100.0
Total 47 94.0 100.0
Missing No Response 1 2.0
Not Applicable 2 4.0
Total 3 6.0
Total 50 100.0
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
The John Mitchels’ G.A.A.
Complex Facebook page
allows you to be daily
informed of the events:
47 2.00 5.00 3.7872 .83239
Valid N (listwise) 47
103
How often do you use the John Mitchels’ G.A.A. Complex internet site?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Monthly or less 28 56.0 58.3 58.3
Several times a month 8 16.0 16.7 75.0
Weekly 6 12.0 12.5 87.5
Several times a week 6 12.0 12.5 100.0
Total 48 96.0 100.0
Missing No Response 2 4.0
Total 50 100.0
The most effective communication for you is:
Frequency Percent Valid Percent
Cumulative
Percent
Valid E-mail 7 14.0 14.0 14.0
Text message 38 76.0 76.0 90.0
Facebook 2 4.0 4.0 94.0
World-of-mouth 2 4.0 4.0 98.0
Other 1 2.0 2.0 100.0
Total 50 100.0 100.0
How far do you live from John Mitchels’ G.A.A. Complex?
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0-5 miles 41 82.0 82.0 82.0
6-10 miles 6 12.0 12.0 94.0
11-15 miles 2 4.0 4.0 98.0
16-20 miles 1 2.0 2.0 100.0
Total 50 100.0 100.0
Age of the respondent:
Frequency Percent Valid Percent
Cumulative
Percent
Valid 18-25 years old 2 4.0 4.0 4.0
26-35 years old 12 24.0 24.0 28.0
36-45 years old 30 60.0 60.0 88.0
46-55 years old 5 10.0 10.0 98.0
66 years old and more 1 2.0 2.0 100.0
Total 50 100.0 100.0
104
Gender of respondent:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Male 23 46.0 46.0 46.0
Female 27 54.0 54.0 100.0
Total 50 100.0 100.0
Employment status of the respondent:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Working professionnal 42 84.0 84.0 84.0
Unemployed 6 12.0 12.0 96.0
Student 1 2.0 2.0 98.0
Retired 1 2.0 2.0 100.0
Total 50 100.0 100.0
Marital status of the respondent:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Single 4 8.0 8.0 8.0
In a relationship 2 4.0 4.0 12.0
Married 44 88.0 88.0 100.0
Total 50 100.0 100.0
105
SPSS Output File – Non-Members
Do you participate in any physical activity?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 71 71.0 71.0 71.0
No 29 29.0 29.0 100.0
Total 100 100.0 100.0
Do you play football?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 19 19.0 26.8 26.8
No 52 52.0 73.2 100.0
Total 71 71.0 100.0
Missing Not Applicable 29 29.0
Total 100 100.0
Do you play tennis?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 4 4.0 5.6 5.6
No 67 67.0 94.4 100.0
Total 71 71.0 100.0
Missing Not Applicable 29 29.0
Total 100 100.0
Do you jog?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 21 21.0 29.6 29.6
No 50 50.0 70.4 100.0
Total 71 71.0 100.0
Missing Not Applicable 29 29.0
Total 100 100.0
Do you swim?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 14 14.0 19.7 19.7
No 57 57.0 80.3 100.0
Total 71 71.0 100.0
Missing Not Applicable 29 29.0
Total 100 100.0
106
Do you play rugby?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 3 3.0 4.2 4.2
No 68 68.0 95.8 100.0
Total 71 71.0 100.0
Missing Not Applicable 29 29.0
Total 100 100.0
Do you play basketball?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 4 4.0 5.6 5.6
No 67 67.0 94.4 100.0
Total 71 71.0 100.0
Missing Not Applicable 29 29.0
Total 100 100.0
Do you play Gaelic football?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 9 9.0 12.7 12.7
No 62 62.0 87.3 100.0
Total 71 71.0 100.0
Missing Not Applicable 29 29.0
Total 100 100.0
Do you do body building?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 6 6.0 8.5 8.5
No 65 65.0 91.5 100.0
Total 71 71.0 100.0
Missing Not Applicable 29 29.0
Total 100 100.0
Do you practice hillwalking?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 8 8.0 11.3 11.3
No 63 63.0 88.7 100.0
Total 71 71.0 100.0
Missing Not Applicable 29 29.0
Total 100 100.0
107
Do you golf?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 5 5.0 7.0 7.0
No 66 66.0 93.0 100.0
Total 71 71.0 100.0
Missing Not Applicable 29 29.0
Total 100 100.0
Do you play hurling?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 4 4.0 5.6 5.6
No 67 67.0 94.4 100.0
Total 71 71.0 100.0
Missing Not Applicable 29 29.0
Total 100 100.0
Do you take part in any other activity?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 18 18.0 25.4 25.4
No 53 53.0 74.6 100.0
Total 71 71.0 100.0
Missing Not Applicable 29 29.0
Total 100 100.0
How often do you practice a sports activity?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Several times a month 9 9.0 13.0 13.0
Weekly 18 18.0 26.1 39.1
Several times a week 38 38.0 55.1 94.2
Every day 4 4.0 5.8 100.0
Total 69 69.0 100.0
Missing No Response 3 3.0
Not Applicable 28 28.0
Total 31 31.0
Total 100 100.0
108
Would you take part in the couch to 5k?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 21 21.0 21.0 21.0
No 79 79.0 79.0 100.0
Total 100 100.0 100.0
Would you take part in circuit training?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 17 17.0 17.0 17.0
No 83 83.0 83.0 100.0
Total 100 100.0 100.0
Would you take part in aerobics?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 9 9.0 9.0 9.0
No 90 90.0 90.0 99.0
3.00 1 1.0 1.0 100.0
Total 100 100.0 100.0
Would you take part in pilates, yoga?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 15 15.0 15.0 15.0
No 84 84.0 84.0 99.0
22.00 1 1.0 1.0 100.0
Total 100 100.0 100.0
Would you take part in dance fit classes?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 9 9.0 9.0 9.0
No 91 91.0 91.0 100.0
Total 100 100.0 100.0
Would you take part in Gaelic football for mothers?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 8 8.0 8.0 8.0
No 92 92.0 92.0 100.0
Total 100 100.0 100.0
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Have you heard about John Mitchels G.A.A. Complex?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 92 92.0 92.0 92.0
No 8 8.0 8.0 100.0
Total 100 100.0 100.0
How did you hear about the John Mitchels' G.A.A. Complex facilities?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Friends 39 39.0 42.4 42.4
Advertisements 11 11.0 12.0 54.3
Word-of-mouth 31 31.0 33.7 88.0
Internet 1 1.0 1.1 89.1
Other 10 10.0 10.9 100.0
Total 92 92.0 100.0
Missing Not Applicable 8 8.0
Total 100 100.0
Do you use the John Mitchels' G.A.A. Complex facilities?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 15 15.0 15.0 15.0
No 85 85.0 85.0 100.0
Total 100 100.0 100.0
Why do not you use the John Mitchels' G.A.A. Complex facilities?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Access 22 22.0 30.1 30.1
Lack of time 16 16.0 21.9 52.1
No interest in the activities 13 13.0 17.8 69.9
Not a member 10 10.0 13.7 83.6
Member of another club 12 12.0 16.4 100.0
Total 73 73.0 100.0
Missing No Response 12 12.0
Not Applicable 15 15.0
Total 27 27.0
Total 100 100.0
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How often do you use the John Mitchels' G.A.A. Complex facilities?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Monthly 5 5.0 31.3 31.3
Several times a month 5 5.0 31.3 62.5
Weekly 3 3.0 18.8 81.3
Several times a week 3 3.0 18.8 100.0
Total 16 16.0 100.0
Missing Not Applicable 84 84.0
Total 100 100.0
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Are you involved in another sports club in the community?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 36 36.0 36.0 36.0
No 64 64.0 64.0 100.0
Total 100 100.0 100.0
If yes, select your club:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Hercules 2 2.0 6.1 6.1
Ardfert G.A.A. Club 1 1.0 3.0 9.1
Tralee Tennis Club 1 1.0 3.0 12.1
Tralee Golf Club 1 1.0 3.0 15.2
Tralee Tigers 1 1.0 3.0 18.2
Ballymac Galaxy 3 3.0 9.1 27.3
Beale G.A.A. Club 1 1.0 3.0 30.3
Red Cross 1 1.0 3.0 33.3
Manor West Swimming 4 4.0 12.1 45.5
Na Gaeil 6 6.0 18.2 63.6
Tralee Harriers Athletic Club 1 1.0 3.0 66.7
Abbeydorney G.A.A. Club 1 1.0 3.0 69.7
Kerins O'Rahillys G.A.A.
Club 2 2.0 6.1 75.8
White Panther Martial Arts &
Fitness Tralee 1 1.0 3.0 78.8
Austin Stacks G.A.A. Hurling
& Football Club 2 2.0 6.1 84.8
St Pats Blennerville G.A.A.
Club 1 1.0 3.0 87.9
Kingdom Swimming Club 1 1.0 3.0 90.9
Listowel Emmets G.A.A.
Club 2 2.0 6.1 97.0
Tralee Rugby Football Club 1 1.0 3.0 100.0
Total 33 33.0 100.0
Missing No Response 2 2.0
Not Applicable 65 65.0
Total 67 67.0
Total 100 100.0
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Does the price influence your choice?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 46 46.0 46.9 46.9
No 52 52.0 53.1 100.0
Total 98 98.0 100.0
Missing No Response 2 2.0
Total 100 100.0
Does the accessibility influence your choice?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 42 42.0 42.9 42.9
No 56 56.0 57.1 100.0
Total 98 98.0 100.0
Missing No Response 2 2.0
Total 100 100.0
Does the interest for the club influence your choice?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 32 32.0 32.7 32.7
No 66 66.0 67.3 100.0
Total 98 98.0 100.0
Missing No Response 2 2.0
Total 100 100.0
Do the offered activities influence your choice?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 40 40.0 40.8 40.8
No 58 58.0 59.2 100.0
Total 98 98.0 100.0
Missing No Response 2 2.0
Total 100 100.0
Does the staff influence your choice?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 14 14.0 14.3 14.3
No 84 84.0 85.7 100.0
Total 98 98.0 100.0
Missing No Response 2 2.0
Total 100 100.0
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Is there another factor which influences your choice?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 2 2.0 2.0 2.0
No 96 96.0 98.0 100.0
Total 98 98.0 100.0
Missing No Response 2 2.0
Total 100 100.0
Which activity do you practice in your club?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Body building 7 7.0 20.0 20.0
Hurling 4 4.0 11.4 31.4
Tennis 1 1.0 2.9 34.3
Golf 2 2.0 5.7 40.0
Basketball 2 2.0 5.7 45.7
Soccer 4 4.0 11.4 57.1
Swimming 7 7.0 20.0 77.1
Rugby 2 2.0 5.7 82.9
Gaelic football 6 6.0 17.1 100.0
Total 35 35.0 100.0
Missing No Response 7 7.0
Not Applicable 58 58.0
Total 65 65.0
Total 100 100.0
Age of the respondent:
Frequency Percent Valid Percent
Cumulative
Percent
Valid 18-25 years old 31 31.0 31.0 31.0
26-35 years old 22 22.0 22.0 53.0
36-45 years old 29 29.0 29.0 82.0
46-55 years old 14 14.0 14.0 96.0
56-65 years old 2 2.0 2.0 98.0
66 years old and more 2 2.0 2.0 100.0
Total 100 100.0 100.0
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Gender of respondent:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Male 46 46.0 46.0 46.0
Female 54 54.0 54.0 100.0
Total 100 100.0 100.0
Employment status of the respondent:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Working professionnal 72 72.0 72.0 72.0
Unemployed 9 9.0 9.0 81.0
Student 18 18.0 18.0 99.0
Retired 1 1.0 1.0 100.0
Total 100 100.0 100.0
Marital status of the respondent:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Single 46 46.0 46.0 46.0
In a relationship 16 16.0 16.0 62.0
Married 38 38.0 38.0 100.0
Total 100 100.0 100.0
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In-depth interview with a Member of the John Mitchels G.A.A. Complex
Interview conducted Thursday, March 10th 2016 at 7 p.m. with Rosemary Cronin, it
lasted for 20 minutes.
Actual use
EUGENIE: Why did you choose to join the John Mitchels G.A.A. Complex?
ROSEMARY CRONIN: Because I am a member of John Mitchels G.A.A. Club so that
when they build up the gym, the train is very good, so I had the opportunity to join the
gym. I have three boys and two of them play for John Mitchels. One under fourteen and
the other under six and my husband trains the under sixteens so we really take part in
the club. I was also on the committee at one stage.
EUGENIE: How did you hear about the Club?
ROSEMARY CRONIN: It was the nearest club to us, neither of us or from Tralee. I am
from Cork, my husband is from Duagh that is why we chose the Club for football that is
nearest from our house.
EUGENIE: Which facilities do you use? In which activity do you take part?
ROSEMARY CRONIN: The boys use the football and I use the gym. I go to five
classes a week. There is actually kick- boxing, body conditioning, Metcon, boot class,
gym. In the class for the gym, there are about six people and there is one instructor with
a second, sort of helping out. It is great, it is very personalised and they were two of us
tonight. There are different classes from 6p.m. to 7p.m., Monday through Friday. After
work, perfect, before dinner.
We, as a family, use the football pitches, they have training twice a week, they have a
match during the weekend, my husband trains the under six on a Sunday morning. So
all facilities are used here on a Sunday morning.
I have also used the facilities for birthday parties which is fantastic, absolutely. Well, it
is just very good value for money, it’s fifty euros for two hours. And you can come up
here, you can use the Astroturf if it is fine, you can use the hall if it is raining. So it does
not matter what the weather is, and you can do whatever you like up here. So instead of
paying, normally when you go these places, if you go to bowling it is twelve euros per
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child. Here it is fifty euros. It is a really, really good value and everyone can come here
to a birthday party, you don not have to be a member of the club, it is open.
EUGENIE: How long have you been a member of the Club?
ROSEMARY CRONIN: I have been a member of this club for about four years but I
am only a member of the gym since Halloween.
EUGENIE: What has changed since you became a member?
ROSEMARY CRONIN: I got motivator, and I have turned up. Now I also use the steam
room, the gym for classes. There had no change regarding the staff or the price
structure: club membership, parties have not increase at all over the last number of
years.
EUGENIE: Do you use some facilities of others sport complex in Tralee? Do you
practise some other sport in another place (running outside, swimming…) Why?
ROSEMARY CRONIN: I play tennis and there is only one tennis club in Tralee. I do
jog a little bit, not here, on the road.
Evaluation criteria
EUGENIE: What other facilities would you like to see in the Club? (activities: yoga,
…)?
ROSEMARY CRONIN: I would love if they put up a tennis court. There is plenty room
here. Actually, in the tennis club, there is a waiting list, there are over a hundred and
twenty people. Kids, for the summer, cannot play tennis because they are not members.
If they come up here to John Mitchels and just pay for two or three euros for the court, I
think it would be great.
EUGENIE: Is there any improvement you would like to see? (sports, facilities,
access, staff)
ROSEMARY CRONIN: They have already the Astroturf, the football, the hurling, the
parties, the basketball in the hall. I would not like to see any change with the staff, they
are great. For the facilities, this is a new complex, this is very new, so it is very good.
The Kerry hurling, the Kerry footballers come and train here because the facilities are
so good in this particular club. You just choose a club that has a lot of facilities. The old
club next to the train station would not have such great facilities, it is fantastic. I think
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the access is very good. I mean it is still very close to town, it is still very central, great
parking area. Sometimes we bring the kids here or my fifteen rolls cycles.
EUGENIE: Have you already spoken about the idea to build a tennis court?
ROSEMARY CRONIN: I might have mentioned that. I do not know, I cannot
remember, I am a new in the club.
EUGENIE: Would you consider the Club as a social centre?
ROSEMARY CRONIN: On the Sunday during the match, all the parents come up here
and make tea and coffee. All the parents so it’s very family orientated. So it is very
much because the women take turn making tea and bringing biscuits and you can look
at when the kids go out and there is a nice weather. You can look all around.
EUGENIE: If the improvements involved an increase in the price, will you continue
to go there? And what could be your limit?
ROSEMARY CRONIN: Yes, absolutely. For the limit, I do not know, I mean it is only
twenty euros for a child, it is very cheap. I think it is a hundred euros for a child to join
the rugby club. It was nine hundred a year for two of my children to go to the swimming
pool. it is a fantastic value.
EUGENIE: What are the biggest advantages?
ROSEMARY CRONIN: The gym for me, personally, but for my children, just the
fantastic football facilities, coaching, and interesting coaches.
EUGENIE: Is there any disadvantage to you in the complex?
ROSEMARY CRONIN: No. I mean this club will be hosting an under fourteen, all
Ireland, football competition that runs the last weekend in June. It is being held in Kerry
this year and John Mitchels will be hosting lots of matches because there are three
pitches. The others clubs too but John Mitchels has the parking, the number of dressing
rooms is huge here and shower facilities and you know it is very important and this club
has them.
EUGENIE: Do you have any other remark to do?
ROSEMARY CRONIN: No, I just think this is a great club with great facilities. I mean,
they also rented out, this in a business as well and on Monday night, they have archery
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classes running in the hall. So it is a great facility for the town: a huge big hall, and it is
reasonable to rent.
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In-depth interview with School Principle of a Secondary School
MAGDA: How did you hear about John Mitchel’s GAA Complex?
CORA MCELLIGOTT: Ok, well I am an officer of the club, so I have been part of the
officer ship for the number of years.
MAGDA: Are you using the facilities?
CORA MCELLIGOTT: No I’m not. I promote the facilities, or I help to promote the
facilities but I’m too busy being an officer to enjoy them and use them myself.
MAGDA: Would you be interested in using the facilities in the future?
CORA MCELLIGOTT: Absolutely, I work in the school and school has links hire in
the club as well.
MAGDA: Very good for which facilities the school use it?
CORA MCELLIGOTT: Well they normally take the hall downstairs, and the floodlit
pitch as well.
MAGDA: Are you happy with the facilities? And would you like to see any
improvements?
CORA MCELLIGOTT: No I think the facilities are excellent.
MAGDA: Are you happy with the location of the Club?
CORA MCELLIGOTT: Absolutely, I think it works for people especially the fact
that we have so much parking and once children come in the hire is so safe for them.
MAGDA: Are you using any other facilities in the town?
CORA MCELLIGOTT: No.
MAGDA: Is there any students in your school which are using the facilities as part
of the school curriculum?
Cora McElligott: Yes, well yes they are, probably as part of the curriculum is the wrong
thing to say they would be involved in extracurricular activities in the school and the
personnel from the school would use the facilities hire with the students.
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MAGDA: Would you be interested in using the facilities as part of the school
curriculum? If yes which type of activities would you be interested in?
CORA MCELLIGOTT: Absolutely, well because the school does such a range of
extracurricular activities, it does everything from sports to the chess club, to drama there
are a whole wealth of opportunities hire really.
MAGDA: have you any other suggestions for the club, any other ways of
improvement?
CORA MCELLIGOTT: I suppose I’m probably the wrong person to be asking that
question simply because I’m so involved in the club and I think that possibly some of
this questions needs to be asked people who aren’t a part of this club, who have nothing
to do with the club and see would they come in hire and what facilities would they use.
MAGDA: do you think that the general public is aware of the facilities and the
range of the activities offered by the club?
CORA MCELLIGOTT: I think possibly in the town they are, I think maybe outside of
the town there is an area of opportunity that we haven’t tapped into yet. I think outside
of the town, the towns and villages have no idea what is on offer hire, whilst we have
links with in the schools in Tralee and in Balymac area in particular. I think others if
they were more aware of it would be more inclined to use it.
MAGDA: How would you recon what will be the route to go, how would you
promote the facilities?
CORA MCELLIGOTT: That’s what we will be hoping you will come up with, ha ha.
I think that, I don’t think traditional media is the way to go, because I think there are so
many groups out there, that could use it that I think traditional media won’t work, I’m
just not sure what would work but I just think traditional media won’t.
MAGDA: would you think Social Media?
CORA MCELLIGOTT: Perhaps, well perhaps I think a lot of the time places like this
do very well by word of mouth and by people having to use the facilities and by
recommending them to their own groups I think there are a lot of the organizations like
Kerry Group, Fexco etc. who possibly don’t know the facilities are hire and they could
121
be used for more than just school thing facilities, could perhaps be a bonding day for
different groups and structures within the organization. It’s how to get that message out.
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In-depth interview with School Principle of a Primary School
JASON: How did you hear about John Mitchel’s G.A.A Complex? (Friend, Family
etc.)
MICHAEL BOLGER: Before I came here I was teaching in Karlaheen School and there
would have been close connections between Karlaheen and John Mitchel’s so I would
have been aware of it.
Two years before the building was built, they contacted our School with letters on their
behalf as to why they should have a Complex down there so I would have known about
it.
JASON: Are you using the facilities yourself? How often?
MICHAEL BOLGER: No, I am not using the facilities myself personally but I do have
kids and with birthday parties in the future it is a possibility but not at the moment I
wouldn’t use the facilities.
JASON: Does the school use the facilities?
MICHAEL BOLGER: Yes, we use it a few times for Basketball, Soccer trials, fun days
for the kids and School tours so yes, we would use it four or five times in the year.
JASON: Are you happy with the price structure?
MICHAEL BOLGER: I am very happy with the price structure and it is extremely
reasonable for what you are getting and you are getting very good value for money.
They have lovely staff, very accommodating and overall nice people over there so we
would have a strong relationship with them.
JASON: If not, is the school using any other facilities?
MICHAEL BOLGER: Not so much anymore, if we were looking for a place like that
we would go to Mitchel’s. We have used St Brendan’s Hall in the past in Ballymac but I
find that John Mitchel’s would be more conducive and suitable for what we are looking
for.
JASON: Are you happy with the quality of the facilities available?
MICHAEL BOLGER: Absolutely delighted, I think it is fantastic quality.
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JASON: What improvements in your own opinion would you like to see being
made to the facilities?
MICHAEL BOLGER: I have not used it myself that often so I would not be an expert in
that field.
JASON: Would a form of transport be an advantage to the complex?
MICHAEL BOLGER: It would be an advantage but not for us particularly as it is very
close to our school so we would always use parents cars or we would get a bus
ourselves so that in particular would not be an issue.
JASON: How overall would you rank John Mitchells GAA?
MICHAEL BOLGER: From my limited personal experience with the complex, I would
give it a nine out of ten and rank it very highly. We have gone on other school tours
with similar establishments and in comparison, it would be rated very highly. The
professionals are fantastic, the hall is great, the staff is fantastic and the outdoor
facilities are high quality.
MICHAEL BOLGER: It would be easier for people to get to if they knew the area but
there is little they can do about that. The fact that you can see it from the main road and
you still have to go another mile just to get there is a little out of the way. I they could
have an entrance from the main road would be ideal but that would be a whole situation
with planning.
Overall great facilities and I would recommend it highly to anybody.
124
In-depth interview with JT Denihan owner of Active Kingdom
It lasted for 17 minutes
AOIFE: Are you happy with the facilities offered in John Mitchell’s GAA
complex?
JT DENIHAN: I am ya it has everything we need really and I suppose there isn’t a huge
amount of other bodies and groups needing it especially during the summer when we
need it
AOIFE: Do you think there are any changes to be made to the complex?
JT DENIHAN: It depends on what the use is for as a centre for GAA its perfect it has
10 dressing rooms, for most of our things is perfect really a lot of our equipment is quite
large, if the college was to leave there we would have more room but I think its spot on
right now.
AOIFE: How often would you use the complex?
JT DENIHAN: June every single day Mon to Fri for about 6 weeks then July or august
one week each. Birthday party’s 3 to four a weekend for 2 hours a time, the winter
months mostly just birthday parties
AOIFE: What activities do you use in the complex?
JT DENIHAN: We use it for a variety of different things all year round people come in
and book the hall and book active kingdom and we would set up and inflatable, it would
be indoors for that and we might go outdoors then for maybe soccer or something. We
use it for school tours through May and June we would use all the changing rooms and
AstroTurf.
AOIFE: Do you use your own equipment?
JT DENIHAN: ya
AOIFE: What do you think of the Pricing structure for members?
JT DENIHAN: Not a member?
AOIFE: For renting the hall?
JT DENIHAN: I was renting somewhere else originally and I approached john
Mitchell’s and told them the price I was paying and it was reasonable. I couldn’t justify
paying more than what I was paying. Our price differs for a certain fee for school tours
our school tours have a huge profit, with the summer camp they wanted the same fee we
couldn’t do it because the kids were in for the entire 5weeks we just mostly used
outside. I like that it is fair to all parties, they understand when we use it’s off peak
times. For our school tours the price is fair, the summer camp we need to nail it down
125
this year. There is and a wide variety of stuff we do, we might give out over 7000 a year
to them which can be a lot of money too. It seems ok
AOIFE: Would you think a bus would be beneficial for year users
JT DENIHAN: No I don’t think so it would be costing too much for little use. A Sign
on the road would be good though because even for our school tours they have got lost
we also have sent directions out. I just honestly don’t think with all the practical issues
with the bus.it wouldn’t be financially viable
AOIFE: Do you use other clubs in Tralee
JT DENIHAN: We used to use the sports complex and we moved from there to John
Mitchell’s, to give an example we get primary schools in. Now to be fair the sports
complex is very central and staff is lovely. The kids have to each their lunch on the
bleachers in the hall. We had a kid going to the toilet one time and the toilets are shared
with the changing rooms. Each group of kids gets their own changing room. In respect
of child protection laws, it is much better. If the weather is nice the kids eat outside. It’s
pretty fine the way it is
AOIFE: How long are you using the facilities at john Mitchell’s and why
JT DENIHAN: We started using them first last May I had leased with hum prey last
~January I had known him from the college using it. Since the end of the summer, we
have used it every weekend really for a party when we started it.
AOIFE: Is there any changes you would make to the centre
JT DENIHAN: If from the lounge area upstairs you could see the hall it would be great
if there were windows on the south facing edge the halls would be warmer. I think it
was probably a poor design but it was probably built for the purpose of the pitches. For
us if we had more storage we would have it if the college left probably. The staff
changes quite often. The vast majority are quite good. There’s a period at the start one
staff member in particular now she’s just started and doesn’t know how to turn on
heating and lights for halls and isn’t familiar with who we are. It would be great if they
could juts have one staff member and not change it all the time because by the time they
know how to do stuff in there then there 6 months is up. Maybe if the only option is a
cue scheme then the staff could overlap so they could have to train. I know Humphrey
puts huge pressure on himself maybe because the staffs keep changing. Because they
don’t run it as a profit making club, which is what I really like about it. They are a GAA
organisation. If you asked me this in a months’ time, I wouldn’t be saying it because the
new staff member will be used to the place by then and it will be fine.
AOIFE: From an outside view as a member of the public would you change?
JT DENIHAN: Offering a discount for booking the hall if you are a member maybe for
the gym
Be interesting to see what Damien says because they had a gym up there Damien
changed around the gym and provide a much better service than an empty gym with
126
random equipment. There not familiar having a gym in their club. I genuinely don’t
know the different pricing structure
AOIFE: Ok thanks for your time it was great to meet you.
127
Work Done
Proposal prepared, corrected and submitted by: Magdalena Nowak, Maura Hanrahan,
Aoife Looney, Jason O’Connor and Eugenie Aprahmian
Acknowledgement and Disclaimer of Liability: Magdalena Nowak, Maura Hanrahan
Executive Summary: Magdalena Nowak, Maura Hanrahan, Aoife Looney, Jason
O’Connor and Eugenie Aprahmian
Introduction: Magdalena Nowak, Maura Hanrahan, Aoife Looney, Jason O’Connor and
Eugenie Aprahmian
Methodology: Magdalena Nowak, Maura Hanrahan, Aoife Looney, Jason O’Connor
and Eugenie Aprahmian
Secondary Research Objectives – The price structure and profile of the competitors in
the area: Magdalena Nowak, Jason O’Connor
Secondary Research Objectives – Trends in sport and recreation: Aoife Looney,
Eugenie Aprahmian
Secondary Research Objectives – Information on other clubs outside of Tralee: Maura
Hanrahan
Qualitative Findings – In-depth interview conducted by: Magdalena Nowak, Maura
Hanrahan, Aoife Looney, Jason O’Connor and Eugenie Aprahmian
Qualitative Findings – In-depth interview analyse: Magdalena Nowak, Maura
Hanrahan, Aoife Looney, Jason O’Connor and Eugenie Aprahmian
Quantitative Findings – Surveys of Members conducted by: Aoife Looney, Eugenie
Aprahmian
Quantitative Findings – Surveys of Non-Members conducted by: Magdalena Nowak,
Maura Hanrahan, Jason O’Connor
Quantitative Findings – SPSS and Excel: Eugenie Aprahmian
Quantitative Findings – Analyse: Magdalena Nowak, Maura Hanrahan, Aoife Looney
Conclusion and Recommendation: Magdalena Nowak, Maura Hanrahan, Aoife Looney,
Jason O’Connor and Eugenie Aprahmian
Correction of the Report: Magdalena Nowak, Maura Hanrahan, Aoife Looney, Jason
O’Connor and Eugenie Aprahmian
PowerPoint: Magdalena Nowak, Maura Hanrahan, Aoife Looney, Jason O’Connor and
Eugenie Aprahmian
128
References
129
The Irish Examiner, The Bold new era for Mitchels (2014)
http://www.irishexaminer.com/sport/gaa/bold-new-era-for-mitchels-254971.html
(accessed: 03.02.2016).
Malhotra, Naresh, K., (2010). Marketing Research and Applied Orientation, 6th edition
New Jersey: Pearson.
John Michells GAA Club Website (2016), http://www.johnmitchelsgaa.com/ (accessed:
02.03.2016).
Shu, E, Hair, J, Bush R and Ortinau, D, (2009).Marketing Research.1st ed. UK:
McGrawhill