2015

Research Report: Bluestone Academy Surveys

BY: Ishanti Sanders, Miranda farlow, REGINA CARTER, AND STEFANIE FRUNZ

Central Communication Agency

CENTRAL WASHINGTON UNIVERSITY

ContentsIntroduction…………………………………………………………………………………………………3

Perception Survey Results ……………………………………………………………………………3

Customer Feedback……………………………………………………………………………………...4

Prices People Are Willing to Pay…………………………………………………………………..4

Quality Survey Results………………………………………………………………………………….5

Conclusion…………………………………………………………………………..................................5

Works Cited………………………………………………………………………………………………….7

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Introduction

In Fall of 2015, two surveys were conducted to serve two different purposes. The first survey is the Perception Survey. This survey will allow incite on how Central Students’ view Bluestone Academy. This survey shows how much people know about Bluestone Academy as well. The second survey, which is the Quality Survey, gives feedback on the quality of service Bluestone is producing as a whole. Overall these results will show what areas Bluestone is doing well in and what needs improvement. Lets starts by reviewing the Perception Survey results.

Perception Survey Results

The first question in this survey was intended to get a feel for what age range is dominant in the Central students of Ellensburg. Out of 179 responses total, 128 (72 percent) were in the age range of 18 and 22. The next leading age range is 23 through 26, with a 27 response rate (15 percent). It is important to note that these results are influenced by a majority of the surveys being taken by Central students. Since Central students make up most of Ellensburg’s population, it is important to make sure this audience is targeted properly.

Next, my team and I asked about gender. As expected, a majority of the population of students who took the survey were females (66 percent, 188 of the responses). 32 percent of the responses came from males at a 58 response rate and finally, two percent identified themselves as “other” with three responses. Question three revealed that 63 percent (113 responses) of the survey takers had never gone to a cosmetology school for any kind of service. That leaves 37 percent (66 responses) have gone to a cosmetology school for a service.

93 responses (52 percent) of the survey takers said that they thought about going to beauty school as a client when asked if they have ever considered going to a cosmetology school as a student or for their services. Of the 179 total responses, 14 (eight percent) said they have considered going as a student. Finally, 72 responses (40 percent) chose neither to both options.

You’ll be happy to hear that 82 (47 percent) of the 176 responses total have heard of Bluestone Academy. The closest contender, 84 responses (49 percent), did not know of any cosmetology or massage schools. While six percent (10 responses) of the respondents chose other beauty schools that are located in Yakima. The first one is

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Allied Health Day Spa had one response that put them at one percent. Professional Beauty School five responses which is three percent. Finally, Elite Academy School of Cosmetology had four responses and this put them at two percent.

The next question asked the respondents if they know someone who is currently in or has attended cosmetology school. 134 people (76 percent) said that they do know someone in cosmology school. 43 responses which is 24 percent said they do not know a cosmology student who is enrolled or has been in the past. 10 respondents (six percent) out of 177 total responses, currently knows a student attending Bluestone Academy. 167 which is 94 percent do not know a Bluestone Academy student.

Customer Feedback

From the Bluestone Academy perception survey we received feedback from people who had been to Bluestone for their services. This question also asked if anyone has had a bad experience. Responses included:

“I went there for my first time this past week. Crystal was amazing!”

“Everyone was super friendly and they gave me a wonderful haircut!”

“I usually get haircuts and they turn out great.”

There were several respondents who let us know about their bad experiences and their comments included:

“Poor execution, I didn’t like my hair.”

“Not listening to what I wanted. Bad haircut.”

“Yes [I have had a bad experience]. I once (years ago) had my eyebrows waxed & they came out two very different shapes. Another time I came for a partial foil and it was so badly done I home colored my hair two days later...although I am certain this was due to the way the new student (model's week) was told to do it.”

Prices People Are Willing to Pay

$54 percent of respondents said they would be willing to pay dollars for a full foil while three percent said they are willing to pay $80. 53 percent of respondents are willing to pay seven dollars for a brow wax and 15 percent are willing to pay $12. When it comes to manicures, 37 percent of respondents are willing to pay nine dollars and 30 percent are willing to pay $11. 22 people are willing to receive emails

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about themed nights, specials, and promotions. Now that we have gone over the Perception Survey results let’s go over the Quality Survey results.

Quality Survey Results

One of the two surveys we collaboratively complied together is the quality survey. The quality survey is different than the perceptual survey because of its intent to measure the quality a client has had at Bluestone rather than what they may know about them. Although the total number of survey takers was around 200, only 31 of them were completed quality surveys, which is a little over 15 percent of the total responders.

When asked whether these former clients would consider coming to Bluestone again for hair, nail, or massage services, 90 percent, 28 people, of the 31 people who took the quality survey said “Yes”. When asking former clients whether they would recommend Bluestone to a friend, there was another positive response of 48 percent (15 people) saying that it is likely and 39 percent (12 people) saying that it is very likely.

87 percent (27 people) of the quality survey responders said there were flexible appointment hours when booking their service while only four people disagreed. 90 percent (28 people) responders also said that they felt comfortable with their stylist or massage therapist at their appointment as well.

When asked to rate Bluestone’s quality on a scale of one to five, 50 percent (16 people) of responders answered a four, 29 percent (nine people) of responders rated quality a five, 13 percent (four people) of responders chose a three while the last remaining two people chose either a one or a two. 18 out of the 31 people (60 percent) said that Bluestone did sell the products that they would normally purchase while 12 others (40 percent) disagreed.

Out of the eight total “Comments” responses, only one person had a negative experience. That comment was “My stylist cut my hair way too short and dyed it the wrong color.” But all other comments are positive such as “have been to Bluestone many times for hair cuts, colors, and formal styling. I recommended it to many people, including my boyfriend! And they can usually get me in last minute!”

Conclusion

This research was conducted through Qualtrics, a private research software company. My team and I came up with the questions and also allowed anyone to take a paper form of both surveys as well. This research has provided a clearer

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picture of how college students view Bluestone and has showed what they think about the quality of service. The hope is that the negative reviews will give Bluestone an opportunity to change that perception of some students. The ultimate goal is to keep the positive feedback that we have received coming, and this research should help to maintain that goal.

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Works Cited

“Qualtrics: Online Survey Software & Insight Platform”. N.p., 2016. Web. 16 Nov. 2015

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