Madeline Hummel

PRLS 330: Research

Methods for Public
Relations
Executive Summary:
Purpose of the research
The purpose of this research study was to explore undergraduate student attitudes and

opinions regarding the services provided by a university fitness facility.

Overview of key findings, conclusions and recommendations

The research study provided many student opinions of the clients services including:

students enjoy intramurals, swimming for exercise is not popular amongst students, students

follow the client on social media but find the whiteboard at the facility entrance to be most

effective, and lastly, students find the facility crowded and to have insufficient equipment for all

of its users. Upon analysis of findings, conclusions were drawn from comments on intramural

registration, pool-use maximization ideas, and feedback on the clients social media accounts.

Based on conclusions, recommendations for the client include: implementing an individualized

intramural registration process, offering more activities and events in the pool, continuing to use

the whiteboard at the facility, and increasing the frequency of posts on social media accounts.

Participant demographics

Participants of the study include: senior female, 22, School of Business (SF); freshman

female, 19, Public Relations major (FF1); freshman female, 18, Nursing major (FF2); freshman

male, 19, Broadcasting major (FM1); and a freshman male, 18, major undeclared (FM2).

Introduction:

Problem definition

Nationwide, less than half of college students engage in fitness activities regularly, and as a

result, nearly one third of college students are overweight or obese. More than one quarter of

college students are unaware of campus facilities and their availability, and one third of students

are unaware as to whether aerobic classes are offered in the campus fitness center.
Importance of the research

The findings of this study will be given to the client to enhance promotion of services to

students, and changes will enhance student awareness and understanding of services provided to

benefit their overall health and fitness.

Report organization

This report will discuss research findings, conclusions, and recommendations for the client.

Data collection and analysis methods

Qualitative data was collected from a focus group and an in-depth interview. Students were

selected by non-probability, judgment sampling. After conducting the interview and focus group,

data was interpreted using thematic analysis to draw conclusions and make recommendations.

Problems encountered

Scheduling the focus group when students were traveling for the Final Four was the only

issue encountered, which was resolved by scheduling the focus group after the tournament.

Discussion of the Research and Findings:

All participants had participated in the clients intramural program and all had positive

impressions of the program. When asked about lack of female involvement in intramurals, SF

said it was due to lack of awareness of female-only leagues. SF said she is on an all-girls

volleyball team and they had to combine the competitive and intermediate leagues because there

werent enough teams. FM1, the team captain of his teams, complained that the team captain

was solely responsible for paying the team fee, because he often got stuck paying his entire team

fee himself. Other participants complained of the inability to weigh-in on game schedule

preferences as regular players, because only the captain had that authority.
 In regards to pool use, both SF and FF2 they would rather run for cardio. All female

participants added that pool area exposure to the weight room deterred students from swimming.

SF said that more students would use the pool if the client would, just not make it look like such

a fishbowl literally everyone can stare at you. Participants also said that the majority of their

pool use was for intramural inner-tube basketball, which all had participated in and enjoyed. As

such, all agreed they would participate in more aquatic intramural sports if they were offered.

Specifically, an intramural swim team was suggested by FF2, and all others enthusiastically

agreed that it was something they would participate in.

Upon discussion of social media, all said they followed the client on social media. FM1

specifically mentioned the Facebook-live videos of intramural games, and FF1 said its fun

seeing the different intramural teams on Instagram because Gonzaga is a small enough school

that you know people on the page most of the time. FF2 suggested the client post a live video of

the facility throughout the day on Snapchat so students could see how busy the facility was. This

was a popular idea amongst all participants. FM1 added that the client should do the same for the

basketball courts. Despite social media efforts, it was unanimously agreed upon that the

whiteboard at the facility entrance was popular for students to receive announcements.

Lastly, all participants said the facility is too crowded for the amount of use it gets. FM2

worries that Gonzagas growing student body will only make this issue worse in the future. SF

suggested the reason the weight room is so uninviting to females is because of this.

Conclusions and Recommendations:

Conclusions

Conclusions based on the findings were made by looking for themes in the qualitative data.

In response to student concerns for team fees and game schedules, it was concluded that students
would prefer a more individualized registration process and that the lack of female involvement

in intramural programs was due to lack of awareness of female-only sports.

In regards to pool usage, it was concluded that students would more frequently use the pool

if it were not so exposed to the weight room and if there were more opportunities to use it aside

from basic lap swimming, such as such as for-credit classes and intramural sports.

Social media feedback revealed that students would find it more beneficial if social media

was updated more frequently and gave a mix of useful information and candid features of

students. The whiteboard at the entrance of the facility was also a popular way for students to

receive information about events and promotions, because students who consistently use the

facility will be the most likely to be interested in updates and announcements.

Lastly, the facility had a general impression of being crowded and not having sufficient

equipment.

Recommendations

Based on conclusions, implementing a more individualized intramural registration process,

where each student is responsible for their portion of the team fee and has input toward their

team schedule, would be recommended. The client should also promote female-only intramural

leagues on social media. The client should offer an intramural swim team and install curtains to

block the visibility from the weight room into the pool area to increase pool usage. The client

should continue posting Facebook-live videos and post similar videos on Snapchat as well as live

photos to Snapchat to show facility and sport court traffic. The client should continue using the

whiteboard at the facility entrance to make announcements and promote social media. Lastly, the

client should consider expanding the facility and installing more equipment to adapt to

increasing traffic and demand of the facility.

References:

Allen, R., & Rossy, C. M. (2013). An Assessment of Proximity of Fitness Facilities and

Equipment and Actual Perceived Usage by Undergraduate University Students: A Pilot

Study. Recreational Sports Journal, 123-135. Retrieved March 25, 2017, from

https://learn.gonzaga.edu/bbcswebdav/pid-2060215-dt-content-rid-

22291510_1/courses/PRLS330_01_21247_SP17/Article_An%20Assessment%20of

%20Proximity%20of%20Fitness%20Facilities%20and%20Equipment%20and%20Actual

%20Perceived%20Usage%20by%20Undergraduate%20University%20Students%20A

%20Pilot%20Study.pdf.

Fullerton, D. S. (2011). A Collaborative Approach to College and University Student Health and

Wellness. A COLLABORATIVE APPROACH TO STUDENT HEALTH AND WELLNESS.

Retrieved March 25, 2017, from https://learn.gonzaga.edu/bbcswebdav/pid-2060215-dt-

content-rid-222915111/courses/PRLS330_01_21247_SP17/Article_A%20Collabora

tive%20Approach%20to%20College%20and%20University%20Student%20Health%20and

%20Wellness.pdf.

Racette, S. B., PhD, Deusinger, S. S., PT, PhD, Strube, M. J., PhD, Highstein, G. R., RN, PhD,

& Deusinger, R. H., PT, PhD. (2005). Weight Changes, Exercise, and Dietary Patterns

During Freshman and Sophomore Years of College. JOURNAL OF AMERICAN

COLLEGE HEALTH, 53(6). Retrieved March 25, 2017, from

https://learn.gonzaga.edu/bbcswebdav/pid-2060215-dt-content-rid-22291512_1/cou

rses/PRLS330_01_21247_SP17/Article_Weight%20Changes%2C%20Exercise%2C

%20and%20Dietary%20Patterns%20During%20Freshman%20and%20Sophomore

%20Years%20of%20College.pdf.
Reed, J., EdD. (2007). Perceptions of the Availability of Recreational Physical Activity Facilities

on a University Campus. Journal of American College Health, 55(4). Retrieved March

25, 2017, from https://learn.gonzaga.edu/bbcswebdav/pid-2060215-dt-content-rid-

22291513_1/courses/PRLS330_01_21247_SP17/Article_Perceptions%20of%20the

%20Availability%20of%20Recreational%20Physical%20Activity%20Facilities%20on

%20a%20University%20Campus.pdf.

Strand, B. N., Egeberg, J., & Mozumdar, A. (2010). The Prevalence and Characteristics of

Wellness Programs and Centers at Two-Year and Four-Year Colleges and Universities.

Recreational Sports Journal. Retrieved March 25, 2017, from

https://learn.gonzaga.edu/bbcswebdav/pid-2060215-dt-content-rid-

22291508_1/courses/PRLS330_01_21247_SP17/Article_The%20Prevalence%20and

%20Characteristics%20of%20Wellness%20Programs%20and%20Centers%20at%20Two

%20Year%20and%20Four%20Year%20Colleges%20and%20Universities.pdf

Strout, E. (n.d.). The Obesity Epidemic Comes to Campuses. Retrieved March 25, 2017, from

https://learn.gonzaga.edu/bbcswebdav/pid-2060215-dt-content-rid-

22291509_1/courses/PRLS330_01_21247_SP17/Article_The%20Obesity%20Epidemic

%20Comes%20to%20Campuses.pdf
Appendices:

Executive In-depth Interview Questions

1. What is your opinion of the Rudolf Fitness Centers intramural program?

a. What can the Rudolf Fitness Center do to encourage more intramural participation by women?

b. How can the Rudolf Fitness Center better market the intramural program to students?

2. Why do you, or why dont you, participate in intramural sports?

a. What kinds of intramural sports would you like to see offered by the Rudolf Fitness Center?

3. Why do you, or why dont you, use the Rudolf Fitness Center pool? a. What kind of pool

classes would students like to see?

b. How can the pool be improved?

4. What can the Rudolf Fitness Center do to encourage more students to use the pool? a.

How can the Rudolf Fitness Center better market the pool to students?

5. Why arent students following the Rudolf Fitness Center on social media? a. What social

media applications do students prefer to follow?

6. Based on what youve experienced at the RFC over the past four years, what can be

improved if a relative of yours were to be a Freshman at Gonzaga next year?

a. In general, what is your overall opinion of the Rudolf Fitness Center?

Focus Group Discussion Guide:

If you havent done so already, would you please take a moment to look over and sign your

participation agreements?

Before we begin, I would like to take a moment for all of us to introduce ourselves. (Go

around the room and have everyone introduce themselves)

Thank you!

Welcome to this focus group session and thank you so much for being here! The goal today

is to obtain your insights into the Rudolf Fitness Centers intramural program participation and

pool usage.

In this focus group, I hope to delve into as much information as possible within the allotted

time. I have several prepared questions that I will be asking the group. As I present each

question, I will ask you to take a minute and write down a few thoughts on the subject prior to

answering. There is no right or wrong answer and I want everyone to have an opportunity to

contribute their thoughts. I have some basic ground rules for the discussion. I will ask for one

responder to speak at a time; for you to project your voice because we are recording; and for you

to ask questions whenever you have them. As the moderator I will try to keep the discussion as

focused and organized as possible.

I would like to remind you that I am audio recording this session and that all of you will be

assigned a pseudonym to protect your anonymity. All information that I gather will be used to
help the Rudolf Fitness Center make the changes that the students want. At this time does anyone

have any questions about how the information we collect today will be used?

Questions

1. Opening General Question: What is your awareness of the Rudolf Fitness Center

and its amenities? (Repeat

the question) Please take a moment to jot down a few of your thoughts before we begin.

1a. What did you experience in the Rudolf Fitness Center during the fall semester that you

would like to see changed? (Repeat the question) Please take a moment to jot down a few

of your thoughts before we begin.

1b. Do you follow the Rudolf Fitness Center on social media and which social media

platforms would you like to see the Rudolf Fitness Center use for you to receive various news

regarding intramurals, pool/facility hours, etc.? (Repeat the question) Please take a moment

to jot down a few of your thoughts before we begin.

2. What is your awareness of the Rudolf Fitness Center Intramural programs that are

offered? (Repeat the question) Please take a moment to jot down a few of your thoughts

before we begin.

2a. How do you receive information about various Rudolf Fitness Center intramural

activities? How do you feel about the registration process for intramural activities? (Repeat

the question) Please take a moment to jot down a few of your thoughts before we begin.
 2b. What exposure have you had to social media regarding the Rudolf Fitness Centers

intramurals? How could the Rudolf Fitness Center better market and promote intramural

programs? (Repeat the question) Please take a moment to jot down a few of your thoughts

before we begin.

3. What has been your experience with the Rudolf Fitness Centers Intramural program?

(Repeat the question) Please take a moment to jot down a few of your thoughts before we

begin.

3a. What improvements would you like to see in the Rudolf Fitness Centers intramural

programs? (Repeat the question) Please take a moment to jot down a few of your thoughts

before we begin.

3b. Why do you think women do not participate in intramurals as often as men, and what

could the intramural program do to improve female involvement? (Repeat the question)

Please take a moment to jot down a few of your thoughts before we begin.

4. What kind of intramural sports could be offered in the Rudolf Fitness Center pool, aside

from inner-tube basketball, that you would participate in to increase pool usage? (Repeat the

question) Please take a moment to jot down a few of your thoughts before we begin.

4a. If more for-credit exercise classes were offered in the Rudolf Fitness Center pool,

would you register for them? What classes would you suggest to be added? (Repeat the

question) Please take a moment to jot down a few of your thoughts before we begin.
 5. What has been your experience with the Rudolf Fitness Center pool? (Repeat the

question) Please take a moment to jot down a few of your thoughts before we begin.

5a. If you dont use the Rudolf Fitness Center pool, why not and what could the fitness

center do to increase your usage of the pool? (Repeat the question) Please take a moment to

jot down a few of your thoughts before we begin.

5b. How do you receive information about pool services, events, hours, etc. and how could

the Rudolf Fitness Center better market and promote pool activities and events? (Repeat the

question) Please take a moment to jot down a few of your thoughts before we begin.

6. Final Thoughts (last question)

As we start to wrap things up, is there anything we have not discussed about intramural

programs, the pool, or the Rudolf Fitness Center in general, that you would like to address? Is

there anything you would like to add? (Repeat the question) Please take a moment to jot

down a few of your thoughts before we begin.

Closing

Thank you so much for your insights today. This session has been an invaluable experience.

The information gathered today will be utilized by the fitness center to directly benefit the

students as much as possible. Thank you again for participating in this focus group.