Research Report
MR2300
Business Research
Due: Decemeber 2, 2016
Submitted to: Paul Tilley
Submitted by: Brooke Dawe
Table of Contents
Abstract 2-3
1.0 Introduction 3
2.0 Background/Problem 3-4
3.0 Research Information
3.1 Purpose
3.2 Objectives
3.3 Scope
3.4 Hypothesis
3.5 Research Method
4-5
5
5
5-6
6
4.0 Data Information
4.1 Primary
4.2 Secondary
6-7
7
5.0 Methodology
5.1 Type of research
5.2 Collection method
5.3 Pre-Test
5.4 Limitations
5.5 Sample Error
5.6 Response Rate
8
8-9
9
9
9
10
6.0 Results/Findings
6.1 Raw Data
6.2 Frequencies
10-13
13-17
7.0 Conclusion 18
References 19
Appendices 20-29
Abstract
1
The intent for Under the Moon Cinema is to create an outdoor drive in theatre in St. John’s,
Newfoundland. The cinema would only be opened April through October each year, due to
Newfoundland’s climate. Under the Moon Cinema will be affordable for the residents of
Newfoundland, while still making a profit. There will be promotions such as discounted prices
on Mondays and holiday specials.
This report will be aimed around researching the interest Newfoundlanders have in an outdoor,
drive in theatre. This report will determine whether or not the business plan would be successful.
Primary data used in this report are administrating 100 surveys with 30 selected questions to
randomly selected residents of Newfoundland. This will reveal peoples thoughts and opinions
about the outdoor theatre. A focus group was also created with 6 members. All 6 members of the
focus group portrayed their thoughts and opinions on the business proposal. There were also two
individual interviews with entrepreneurs of similar businesses in other parts of the country.
The secondary data used in this report include websites which were used to obtain useful
information.
In the hypothesis, it was stated that Under the Moon Cinema believes that an outdoor, drive-in
cinema would be a great addition to St. John’s because there are no similar businesses in the
area. It would be something completely different for people to experience. It would be a great
outdoor activity because there are not many outdoor activities for the public in St. John’s,
especially on the cooler evenings. The business has the potential to be successful in St. John’s.
After a great deal of research and a well-developed business plan, finding a location, purchasing
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equipment, hiring employees, construction of the theatre and promoting and advertising the
theatre will be ready for opening and will be a successful turnout for the business. To get people
in Under the Moon Cinema will offer two for one tickets for the first week, along with
discounted tickets on Mondays. In conclusion I believe the business plan would be successful I
the area.
1.0 Introduction
Under the Moon Cinemas plans to create an outdoor, drive-in theatre in St. John’s,
Newfoundland. It will be opened April through October year year. The prices will be set at
reasonable prices, acceptable for those interested in attending, while still making a good profit
for the business. Under the Moon Cinema will offer a great deal of promotions such as a
discounted price on Monday, season passes, holiday specials and discounts for children. In order
to increase customer satisfactory, along with increasing profit, Under the Moon Cinema will
offer food and drinks for purchase at a drive through food stand. The goal of Under the Moon
Cinema is to provide an optimal experience for the customers.
2.0 Background/problem
Newfoundland has a cold climate, limiting the amount of outdoor activities available to do.
Although there are many cool nights, there are also many nights with enjoyable weather. Under
the moon Cinema would mainly be a drive-in cinema, but there would also be outdoor setting as
well for nice evenings. An outdoor cinema would be a fun activity for all ages to enjoy. There
would be a different movie playing every night, a schedule would be displayed in the newspaper
each week. Research has shown an outdoor theatre would be something Newfoundlanders would
3
be interested in. An outdoor theatre would be something different for residents to do on nice
evenings. The idea is to take the traditional experience of an indoor cinema and bring it to the
outdoors.
3.0 Research Information
3.1 Purpose
Research such as surveys, focus groups and interviews will be used to determine whether or not
an outdoor drive-in cinema will be successful in St. John’s, Newfoundland. Research will
determine how successful the company would be, how many customers they will have, along
with pricing, budgeting and planning. Research was also used to hear potential customer’s
opinions and preferences in terms of types of movies, themed nights, holiday specials and types
of food available for purchase. Research has shown people of all ages are interested in an
outdoor cinema, the largest interest was in age group 22-30 years old. The holiday specials
people surveyed were most interested in were Christmas movies, Halloween movies and Easter
movies. It was determined that approximately half of the people surveyed would be interested in
obtaining a season pass. Season passes can be purchased for 200 dollars. Under the Moon
Cinema will also a special deal including two tickets, two popcorns, two drinks and a bag of
candy for $40. Through research it has been determined that starting off the cinema would bring
in around 3000 people each week, which would make a good profit for the company. The busiest
times will be weekends, but the weekdays will still be profitable. Some people have voiced their
concerns about the weather, which was taken into consideration. By doing some research on past
climate in Newfoundland, it seems clear that April-October would be the best time for operation,
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although Under the Moon Cinema will be open for holiday specials such as Halloween and
Christmas.
3.2 Objectives
● to identify whether or not an outdoor movies cinema will be successful or not.
● to determine the targeted age group
● to estimate how many people will attend
● to collect primary and secondary data regarding our study
● to analyze the primary and secondary data that we collected
3.3 Scope
1. Develop a business plan
2. Prepare Budget Plan
3. Find/Purchase location
4. Pay licensing and permit fees to show movies
5. Buy equipment
6. Build canteen, set up chairs, pave parking area
7. Promote and Advertise
3.4 Hypothesis
Under the Moon Cinema believes that a drive-in outdoor cinema would be a great addition to St.
John’s, Newfoundland. Newfoundland does not currently have an outdoor cinema, so it will be
something new for the people of Newfoundland and Under the Moon will not have any
5
competition at this time. It would be a great activity for the summer, fall, or spring that a variety
of people can enjoy. It can be a family night, date night, or a special event, that a group of people
can enjoy. Overall the business has the potential to be very successful in St. John’s
Newfoundland. After conducting research, the business now has a better idea of what people are
looking in an outdoor cinema.
3.5 Research Method
For research in this study Under the Moon Cinema will be conducting several primary and
secondary data. This will help understand what consumers the company will acquire, and the
volume of customers during various seasons. Examples of primary data are surveys, interviews,
and tests. Information from various websites was used for secondary data.
4.0 Data Information
