Приложения Приложение 1. Уровень цен на услуги в велнес-центре “Формула Энергии”
Приложение 2. Гайд для глубинного интервью
Тема: факторы формирования ценности
Инструкция интервьюеру: требуется проинтервьюировать посетителей фитнес-клубов HardCandy (Петроградская наб., 18литА), Olymp (Кондратьевский пр., 64, корп. 6), Fitness Family (Кондратьевский пр., 15, БЦ «Фернан Леже»), Sport Life (Аптекарский пр. 16), Alex Fitness Невский (пр-кт Невский, 114), World Class Сенная (ул. Ефимова, 3) и Формула Энергии (Лесной пр., 16) в том момент, когда они будут выходить из зданий клубов. Пол респондентов не важен, однако должен быть отмечен. Всё, что говорит респондент при ответе на вопрос и что непосредственно относится к теме исследования должно быть записано. В рамках скрипта вам будет предложен примерный сценарий интервью. Скорее всего, учитывая обстановку и условия, в которых будут проходить интервью, большинство респондентов не будет склонны к развёрнутым ответам. Не стоит настаивать на том, чтобы они предоставили Вам дополнительную информацию, если ответ на поставленный вопрос был получен. По той же причину вопросы были сформированы максимально лаконично.
Цель исследования: выявить факторы формирования ценность потребителей фитнес-клубов, а также выявить уровень их информированности и мнение о велнес-центре “Формула Энергии”.
Скрипт интервью:
- Здравствуйте! Меня зовут _____(только имя). Вы не будете против, если я задам Вам несколько вопросов про фитнес-клуб?
- Почему Вы ходите именно в данный фитнес-клуб?
- Что для Вас важно при выборе фитнес-клуба?
- Какие ещё фитнес-клубы рассматривали, когда выбирали?
- Знаете ли про велнес-центр “Формула Энергии”?
Если ответили, что знают:
- Почему выбрали не его?
- Сколько Вам лет?
Приложение 3. Анкета для количественного исследования
Приложение 4. Проверка гипотезы о равенстве средних значимостей факторов для разных сегментов потребителей.
ttest HomeRich == HomeMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
HomeRich | 20 4.25 .2392422 1.069924 3.74926 4.75074
HomeMid | 108 4.148148 .1182651 1.229047 3.913701 4.382595
---------+--------------------------------------------------------------------
combined | 128 4.164063 .1062615 1.202212 3.95379 4.374335
---------+--------------------------------------------------------------------
diff | .1018519 .293676 -.4793242 .6830279
------------------------------------------------------------------------------
diff = mean(HomeRich) - mean(HomeMid) t = 0.3468
Ho: diff = 0 degrees of freedom = 126
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.6353 Pr(|T| > |t|) = 0.7293 Pr(T > t) = 0.3647
. ttest WorkRich == WorkMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
WorkRich | 20 2.6 .3656285 1.63514 1.834731 3.365269
WorkMid | 108 2.740741 .1536283 1.596552 2.436191 3.045291
---------+--------------------------------------------------------------------
combined | 128 2.71875 .1411503 1.596934 2.439439 2.998061
---------+--------------------------------------------------------------------
diff | -.1407407 .3900833 -.9127041 .6312226
------------------------------------------------------------------------------
diff = mean(WorkRich) - mean(WorkMid) t = -0.3608
Ho: diff = 0 degrees of freedom = 126
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.3594 Pr(|T| > |t|) = 0.7189 Pr(T > t) = 0.6406
. ttest PriceRich == PriceMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
PriceR~h | 20 3.8 .2955815 1.321881 3.181341 4.418659
PriceMid | 108 4.046296 .1013787 1.053559 3.845325 4.247268
---------+--------------------------------------------------------------------
combined | 128 4.007813 .0970125 1.097571 3.815842 4.199783
---------+--------------------------------------------------------------------
diff | -.2462963 .2673435 -.7753613 .2827687
------------------------------------------------------------------------------
diff = mean(PriceRich) - mean(PriceMid) t = -0.9213
Ho: diff = 0 degrees of freedom = 126
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.1793 Pr(|T| > |t|) = 0.3587 Pr(T > t) = 0.8207
. ttest CleanRich == CleanMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
CleanR~h | 20 4.5 .2350812 1.051315 4.007969 4.992031
CleanMid | 108 4.574074 .0723005 .7513689 4.430747 4.717401
---------+--------------------------------------------------------------------
combined | 128 4.5625 .0708063 .8010819 4.422387 4.702613
---------+--------------------------------------------------------------------
diff | -.0740741 .1956702 -.4612997 .3131516
------------------------------------------------------------------------------
diff = mean(CleanRich) - mean(CleanMid) t = -0.3786
Ho: diff = 0 degrees of freedom = 126
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.3528 Pr(|T| > |t|) = 0.7056 Pr(T > t) = 0.6472
. ttest LookRich == LookMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
LookRich | 20 3.1 .2039092 .9119095 2.673213 3.526787
LookMid | 108 3.25 .1213779 1.261397 3.009382 3.490618
---------+--------------------------------------------------------------------
combined | 128 3.226563 .1070904 1.21159 3.01465 3.438475
---------+--------------------------------------------------------------------
diff | -.15 .2958065 -.7353923 .4353923
------------------------------------------------------------------------------
diff = mean(LookRich) - mean(LookMid) t = -0.5071
Ho: diff = 0 degrees of freedom = 126
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.3065 Pr(|T| > |t|) = 0.6130 Pr(T > t) = 0.6935
. ttest RecomRich == RecomMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
RecomR~h | 20 2.8 .2127514 .9514532 2.354706 3.245294
RecomMid | 108 2.611111 .1225898 1.273991 2.368091 2.854131
---------+--------------------------------------------------------------------
combined | 128 2.640625 .1085281 1.227855 2.425868 2.855382
---------+--------------------------------------------------------------------
diff | .1888889 .2996111 -.4040326 .7818104
------------------------------------------------------------------------------
diff = mean(RecomRich) - mean(RecomMid) t = 0.6304
Ho: diff = 0 degrees of freedom = 126
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.7352 Pr(|T| > |t|) = 0.5295 Pr(T > t) = 0.2648
. ttest PackedRich == PackedMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
Packed~h | 20 4.3 .2625783 1.174286 3.750417 4.849583
Pac~dMid | 108 4.398148 .0910876 .9466104 4.217578 4.578719
---------+--------------------------------------------------------------------
combined | 128 4.382813 .0867169 .9810897 4.211215 4.55441
---------+--------------------------------------------------------------------
diff | -.0981481 .2396152 -.5723397 .3760434
------------------------------------------------------------------------------
diff = mean(PackedRich) - mean(PackedMid) t = -0.4096
Ho: diff = 0 degrees of freedom = 126
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.3414 Pr(|T| > |t|) = 0.6828 Pr(T > t) = 0.6586
. ttest PoolRich == PoolMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
PoolRich | 20 3.25 .3760949 1.681947 2.462824 4.037176
PoolMid | 108 3.462963 .1479208 1.537238 3.169727 3.756199
---------+--------------------------------------------------------------------
combined | 128 3.429688 .1375061 1.555704 3.157588 3.701787
---------+--------------------------------------------------------------------
diff | -.212963 .3797346 -.9644467 .5385207
------------------------------------------------------------------------------
diff = mean(PoolRich) - mean(PoolMid) t = -0.5608
Ho: diff = 0 degrees of freedom = 126
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.2880 Pr(|T| > |t|) = 0.5759 Pr(T > t) = 0.7120
. ttest SPARich == SPAMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
SPARich | 20 3.45 .3361939 1.503505 2.746338 4.153662
SPAMid | 108 3.611111 .1469862 1.527525 3.319728 3.902494
---------+--------------------------------------------------------------------
combined | 128 3.585938 .1342664 1.519051 3.320248 3.851627
---------+--------------------------------------------------------------------
diff | -.1611111 .3709731 -.8952559 .5730337
------------------------------------------------------------------------------
diff = mean(SPARich) - mean(SPAMid) t = -0.4343
Ho: diff = 0 degrees of freedom = 126
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.3324 Pr(|T| > |t|) = 0.6648 Pr(T > t) = 0.6676
. ttest CoachRich == CoachMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
CoachR~h | 20 3.95 .3118282 1.394538 3.297336 4.602664
CoachMid | 108 4.12037 .1239128 1.287739 3.874728 4.366013
---------+--------------------------------------------------------------------
combined | 128 4.09375 .1149704 1.300742 3.866244 4.321256
---------+--------------------------------------------------------------------
diff | -.1703704 .317534 -.7987608 .4580201
------------------------------------------------------------------------------
diff = mean(CoachRich) - mean(CoachMid) t = -0.5365
Ho: diff = 0 degrees of freedom = 126
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.2963 Pr(|T| > |t|) = 0.5925 Pr(T > t) = 0.7037
. ttest PoliteRich == PoliteMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
Polite~h | 20 4.3 .1933091 .8645047 3.895399 4.704601
Pol~eMid | 108 4.37037 .0878502 .9129657 4.196218 4.544523
---------+--------------------------------------------------------------------
combined | 128 4.359375 .0797807 .9026154 4.201503 4.517247
---------+--------------------------------------------------------------------
diff | -.0703704 .2205068 -.5067469 .3660061
------------------------------------------------------------------------------
diff = mean(PoliteRich) - mean(PoliteMid) t = -0.3191
Ho: diff = 0 degrees of freedom = 126
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.3751 Pr(|T| > |t|) = 0.7502 Pr(T > t) = 0.6249
. ttest HomeMid == HomeLMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
HomeMid | 108 4.148148 .1182651 1.229047 3.913701 4.382595
HomeLMid | 111 4.540541 .0903028 .9513988 4.361582 4.719499
---------+--------------------------------------------------------------------
combined | 219 4.347032 .0751502 1.112122 4.198918 4.495146
---------+--------------------------------------------------------------------
diff | -.3923924 .148287 -.6846596 -.1001252
------------------------------------------------------------------------------
diff = mean(HomeMid) - mean(HomeLMid) t = -2.6462
Ho: diff = 0 degrees of freedom = 217
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.0044 Pr(|T| > |t|) = 0.0087 Pr(T > t) = 0.9956
. ttest WorkMid == WorkLMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
WorkMid | 108 2.740741 .1536283 1.596552 2.436191 3.045291
WorkLMid | 111 2.711712 .1516426 1.597654 2.411192 3.012232
---------+--------------------------------------------------------------------
combined | 219 2.726027 .1076794 1.59351 2.513801 2.938253
---------+--------------------------------------------------------------------
diff | .029029 .2158657 -.3964329 .454491
------------------------------------------------------------------------------
diff = mean(WorkMid) - mean(WorkLMid) t = 0.1345
Ho: diff = 0 degrees of freedom = 217
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.5534 Pr(|T| > |t|) = 0.8931 Pr(T > t) = 0.4466
. ttest PriceMid == PriceLMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
PriceMid | 108 4.046296 .1013787 1.053559 3.845325 4.247268
PriceL~d | 111 4.540541 .0721539 .7601888 4.397548 4.683533
---------+--------------------------------------------------------------------
combined | 219 4.296804 .0640256 .9474925 4.170615 4.422992
---------+--------------------------------------------------------------------
diff | -.4942442 .1238954 -.7384366 -.2500519
------------------------------------------------------------------------------
diff = mean(PriceMid) - mean(PriceLMid) t = -3.9892
Ho: diff = 0 degrees of freedom = 217
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.0000 Pr(|T| > |t|) = 0.0001 Pr(T > t) = 1.0000
. ttest CleanMid == CleanLMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
CleanMid | 108 4.574074 .0723005 .7513689 4.430747 4.717401
CleanL~d | 111 4.585586 .064589 .6804874 4.457585 4.713586
---------+--------------------------------------------------------------------
combined | 219 4.579909 .0482945 .7146937 4.484725 4.675093
---------+--------------------------------------------------------------------
diff | -.0115115 .0968173 -.2023342 .1793111
------------------------------------------------------------------------------
diff = mean(CleanMid) - mean(CleanLMid) t = -0.1189
Ho: diff = 0 degrees of freedom = 217
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.4527 Pr(|T| > |t|) = 0.9055 Pr(T > t) = 0.5473
. ttest LookMid == LookLMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
LookMid | 108 3.25 .1213779 1.261397 3.009382 3.490618
LookLMid | 111 3.432432 .0901556 .949848 3.253765 3.6111
---------+--------------------------------------------------------------------
combined | 219 3.342466 .0753853 1.115601 3.193888 3.491043
---------+--------------------------------------------------------------------
diff | -.1824324 .1506235 -.4793048 .1144399
------------------------------------------------------------------------------
diff = mean(LookMid) - mean(LookLMid) t = -1.2112
Ho: diff = 0 degrees of freedom = 217
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.1136 Pr(|T| > |t|) = 0.2271 Pr(T > t) = 0.8864
. ttest RecomMid == RecomLMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
RecomMid | 108 2.611111 .1225898 1.273991 2.368091 2.854131
RecomL~d | 111 2.720721 .1087274 1.145514 2.505249 2.936193
---------+--------------------------------------------------------------------
combined | 219 2.666667 .0816992 1.209038 2.505645 2.827688
---------+--------------------------------------------------------------------
diff | -.1096096 .1636208 -.4320991 .2128799
------------------------------------------------------------------------------
diff = mean(RecomMid) - mean(RecomLMid) t = -0.6699
Ho: diff = 0 degrees of freedom = 217
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.2518 Pr(|T| > |t|) = 0.5036 Pr(T > t) = 0.7482
. ttest PackedMid == PackedLMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
Pac~dMid | 108 4.398148 .0910876 .9466104 4.217578 4.578719
Pac~LMid | 111 4.378378 .0735817 .7752308 4.232557 4.5242
---------+--------------------------------------------------------------------
combined | 219 4.388128 .0582532 .862068 4.273316 4.502939
---------+--------------------------------------------------------------------
diff | .0197698 .1167777 -.210394 .2499335
------------------------------------------------------------------------------
diff = mean(PackedMid) - mean(PackedLMid) t = 0.1693
Ho: diff = 0 degrees of freedom = 217
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.5671 Pr(|T| > |t|) = 0.8657 Pr(T > t) = 0.4329
. ttest PoolMid == PoolLMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
PoolMid | 108 3.462963 .1479208 1.537238 3.169727 3.756199
PoolLMid | 111 2.990991 .161126 1.697568 2.671677 3.310305
---------+--------------------------------------------------------------------
combined | 219 3.223744 .1104142 1.633981 3.006128 3.44136
---------+--------------------------------------------------------------------
diff | .471972 .2190264 .0402806 .9036633
------------------------------------------------------------------------------
diff = mean(PoolMid) - mean(PoolLMid) t = 2.1549
Ho: diff = 0 degrees of freedom = 217
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.9839 Pr(|T| > |t|) = 0.0323 Pr(T > t) = 0.0161
. ttest SPAMid == SPALMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
SPAMid | 108 3.611111 .1469862 1.527525 3.319728 3.902494
SPALMid | 111 3.378378 .1492839 1.572803 3.082533 3.674224
---------+--------------------------------------------------------------------
combined | 219 3.493151 .1048387 1.551471 3.286523 3.699778
---------+--------------------------------------------------------------------
diff | .2327327 .2095851 -.1803503 .6458158
------------------------------------------------------------------------------
diff = mean(SPAMid) - mean(SPALMid) t = 1.1104
Ho: diff = 0 degrees of freedom = 217
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.8660 Pr(|T| > |t|) = 0.2680 Pr(T > t) = 0.1340
. ttest CoachMid == CoachLMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
CoachMid | 108 4.12037 .1239128 1.287739 3.874728 4.366013
CoachL~d | 111 4.009009 .1148267 1.209775 3.781449 4.236569
---------+--------------------------------------------------------------------
combined | 219 4.063927 .0842785 1.247208 3.897822 4.230032
---------+--------------------------------------------------------------------
diff | .1113614 .1687916 -.2213195 .4440422
------------------------------------------------------------------------------
diff = mean(CoachMid) - mean(CoachLMid) t = 0.6598
Ho: diff = 0 degrees of freedom = 217
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.7449 Pr(|T| > |t|) = 0.5101 Pr(T > t) = 0.2551
. ttest PoliteMid == PoliteLMid, unpaired
Two-sample t test with equal variances
------------------------------------------------------------------------------
Variable | Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
---------+--------------------------------------------------------------------
Pol~eMid | 108 4.37037 .0878502 .9129657 4.196218 4.544523
Pol~LMid | 111 4.432432 .0785011 .8270607 4.276862 4.588003
---------+--------------------------------------------------------------------
combined | 219 4.401826 .0587241 .8690374 4.286087 4.517566
---------+--------------------------------------------------------------------
diff | -.0620621 .1176542 -.2939533 .1698291
------------------------------------------------------------------------------
diff = mean(PoliteMid) - mean(PoliteLMid) t = -0.5275
Ho: diff = 0 degrees of freedom = 217
Ha: diff < 0 Ha: diff != 0 Ha: diff > 0
Pr(T < t) = 0.2992 Pr(|T| > |t|) = 0.5984 Pr(T > t) = 0.7008