Team GPA 4.

0
Xiong Chu, Peilin Duan, Yue Lin, Baibing Wang, Chenwei
Zhang, Huan Zhao

Research Topic: Campus Parking

PRIMARY RESEARCH REPORT

Quantitative
 CAMPAIGN FOCUS

Our campaign is focusing on to campus parking problems and persuade University of

Oregon to increase parking space. Our clients are students who drive car to school. They
hope University of Oregon can increase and improve permit parking space.
The target public are students who have a car or go to school by car. For the students, we
decided to focus on in different ways. Do they had trouble related to parking in school,
what are the problem.
We appreciated that 75 schoolmates of University of Oregon have participated our
survey. They are 58.67% males and 37.33% females which include 9.33% freshmen, 28%
sophomore, 25.33% junior and 37.33% senior. Also, 85.33% of these students already have
a car, 10.67% of them dont have a car and 4% of them may have some issues to get a car.
 SAMPLING
Label: Non-probability sampling

Describe: Convenience sampling is a type of non-probability sampling, its the sample that
taken from a group of people easy to contact or to reach, all subjects are not random, they
are invited to participate.
Strengths & Weaknesses:For the convenience sampling, data collection can be facilitated
in short duration of time, and its cheap. However,the studies of convenience sampling
have less credibility because the it has highly selection bias and influences beyond the
control of researcher.
Justification: For our survey, due to our campaign is about parking on campus, so that we
are seeking students at the University of Oregon to take our survey, its a general issue for
every subject who own a car, so the result will be acceptable credibility. Therefore, without
credibility issue, the convenience sampling is the best choice for us to collect data because
it can be complete in short duration of time.
 RECRUITMENT

Date(s)/Times: 07/13/2017

Mode(s)/location(s): We post our surveys link on Wechat moment, and ask students at
the University of Oregon to take it.

Response rate: 75 people took this survey, and about 150 people saw this survey, so the
response rate is 50%.
RECRUITMENT SCRIPT FOR [Questionnaire]
Hi, we are students from University of Oregon. The topic of
our research is about campus parking issue. We are really
grateful you are agreed to participating with our research.
There are about 20 questions for this research. It will takes
you 5-10mins. Your identity will be shared with my group
members and class professor. Your answer will be used in our
research as primary data. If you have any question, feel free
to contact us. Our email address is: chenweiz@uoregon.edu
QUESTIONNAIRE DESIGN FOR [Motivation]

Approximately how many miles do you usually travel to get to campus?

How does parking lot affect you if you can't find a parking lot in campus permit parking
space?
How long you spend to find parking lot before class?
Do have trouble to find parking space?
If you have a parking permit on campus, how satisfied are you with?

Level of measurement: Ratio, ordinal.

Item type: Multiple choice, second categorical question
 FINDINGS: SCOPE FOR ITEM #3

How often do you go to school by car?

63% of 74 respondents says that they always Total:

go to school by car, 19% said they most of 75
time do(M=.43, SD=32.94), This is significant
and helpful because how often people go to
school by car is likely to be a factor that
suggest the demands of on- campus parking
space.
 FINDINGS: SCOPE FOR ITEM #11

What do you think adding more campus

parking lots?

92%of 75 respondents are promoters for

adding more campus parking lots; only 4% are
detractors or passive(M=.66,SD=22.32). The
outcome implies that there is large portion of
UO students are willing to have more campus
parking lots being built.

Total: 75

8
 FINDINGS: BARRIER FOR ITEM ITEM #9

Do you currently hold a parking permit?

Of the 74 respondents, 42% dont have
campus parking permit, which tells us these
people may have little interested in
increasing parking lot on UO campus. In that
case, our campaign may not relevant to a
large portion of UO students or we may have
trouble with gaining support from UO
community.
Total: 75
 FINDINGS: BARRIER FOR ITEM #20

Do you willing to pay more money on

permit if UO add more campus parking
Of the 70 respondents, 27% are willing to space?
pay more for permit if UO adds more
campus parking sapce, 17% said they
probably want, 19% are not sure about
that, 13% said probably not and 9% said
they definitely dont want to pay more on
permit. This lets us know that permit fee is
an important issue when talking about
adding more campus parking space and our
campaign should pay more attention to
that.
Total: 70

10
 FINDINGS: MOTIVATION FOR ITEM #10

39% of 75 respondents are between 2.1~3 Approximately how many miles do you
usually travel to get to campus?
mile from their home and school, 27.03% are
0~2 mile from their home and school, 10%
Total75
are 3.1~4 mile, 22.97% are 4+ miles from
their home and school. Due to the far
distance from home to school, it costs too
much time for students to go school. This is
one of the reasons why students drive to
school. They usually have trouble parking
and results in increasing demands of on-
campus parking space.
 FINDINGS: MOTIVATION FOR ITEM #7

Where do you usually park when

38.67% of 75 respondents are parking on you drive or car-pool to campus?
campus, 45.33% are parking on side street,
16.66% are parking in other places. There is
fewer people parking on campus. If there are
enough parking lots near the classroom or
enough parking lots on campus, students will
not choose to park in other places.
Therefore, the university needs to expand
more parking lots.

Total: 75
12
 FINDINGS: CHANNELS & SETTINGS FOR ITEM
[E-mail & Flyer]
[insert labeled graph]
For college students, E-mail and flyer are the % Total 75
most effective and efficiently methods to
inform them. They habitually pay attention to
the email, because there is much important
information sent by the college. Most of them
usually check the email once a day. Flyers
enable us face to face community with them.
% %
IDEA 1

Channel and setting: [insert

[insert
labeled
message
graph]
visual]
% Total 75
We can reach college students email by
the Canvas that has a page offering
classmates email. This email, we
send, includes the script and serve.

% %
Justification: Emil is the easiest and
the fastest method to express our
ideas.
IDEA 2

Channel and setting: [insert message visual]

Total 75
The flyer is a traditional method to
express the information. It is very
easy to focus the target audience.
Because we can control the location
that would be at college for the
campaign. Furthermore, we will face
to face talk with our target audience.

Justification
Sending flyer also is a great idea. Its
simple and easy to read for people.
 LESSONS: WHAT DID YOU LEARN ABOUT THESE
METHODS AND HOW THEY CAN BE USED IN CAMPAIGN
PLANNING
Primary research is a really good method to collect data for campaign planning. It could
address and target specific research issue. For example, in our campaign, the
information with secondary research online is not fitted our needs. The primary research
could help us to find out what is the real issue and understand the situation.
In campaign planning, primary data could help us to understand interviewees current
attitude and behaviors. Those results could make us easier to reach out our target
audiences.

What we learned is not only the method to collect data, also the techniques to create a
questionnaire that can address to issue and target audiences.
 LESSONS:
WHAT WOULD YOU DO DIFFERENTLY NEXT TIME?

For the research questions, we also should focus on why students not willing to pay for
campus permit, and what other aspects they want parking department to improve.
Because our campaigns target audiences are students who drive car to school, we
should interview more people and exclude students who dont have a car.

Also, we didnt consider that if UO wants to increase permit parking lots, how far is the
parking space from campus. In our research,51.43% of students willing to pay more for
permit if UO increases the permit parking space. However, we didnt aks how much they
willing to pay. We also should ask what are students solutions to increase permit parking.
Students suggestion may help us to persuade UO to increase parking lots.