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Abstract
This article reviews the quantitative research that was conducted from October 3, 2016 to
November 3, 2016 for the Cazenovia College 2017 fashion show that will take place on April 29,
2017. The variables of this study were formed from demographic, dichotomous, and likert scale
questions that were asked in a survey form. The results of this research will be will used to better
plan the fashion show and to gain a higher attendance. To properly and successfully plan the
2017 Cazenovia College fashion show, quantitative research was conducted. This paper explores
the responses that were generated from quantitative research and analysis.
Introduction
Tyne Emery and Katie Gorczynski completed quantitative research for the Cazenovia
College 2017 fashion show in the fall of 2016. The research that was conducted was deductive
research. For this study, the data was conducted through researching scholarly databases used to
depict the important aspects in event planning, such as a fashion show. After assessing the
scholarly research databases, quantitative research questions were formed. These questions were
used to create a survey that was distributed in paper and online forms. The respondents were
asked to answer 35 questions that included demographic, dichotomous, and likert scale
questions. The topics of the questions included past Cazenovia College fashion show
hypothesis. The hypothesis was it is more likely for females between the ages of 18-21 to attend
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the Cazenovia College fashion show. Over 150 responses were collected that made up the sample
for this research. The average length to complete the survey was five to ten minutes. Individuals
from 22 states were represented for the survey. Once the population size that was needed was
completed, the survey was ready to be analyzed. The survey was then exported from
SurveyGizmo to Excel. Once it was exported into excel, it was then exported into SPSS. The
data was coded in SPSS and analyzed. Graphs and frequency tables were created to show the
Methodology
For this study, the method of quantitative research was conducted to gain valuable insight
for planning a fashion show. The quantitative data for this study was obtained by conducting a
survey. In quantitative research, the emphasis is on counting and measuring (Kamil, 2004).
Quantitative questions will not result in an open ended answers. The quantitative questions that
were asked in the survey were in the form of multiple choice questions. Quantitative methods
are a good fit for deductive approaches, in which a theory or hypothesis justifies the variables,
the purpose statement, and the direction of the narrowly defined research questions (Borrego,
2009). Quantitative research should be conducted with large sample sizes. Data collected,
often through surveys administered to a sample or subset of the entire population, allow the
researcher to generalize or make inferences (Borrego, 2009). The researchers had the ability to
compare the quantitative answers that were given by the respondents. The research has allowed
the researchers to make the inferences that are needed to help formulate a plan for the fashion
show.
The researchers chose this method because they had to reach a large, diverse population
that could potentially attend the fashion show. Conducting quantitative research is a way to
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obtain information to gain insight for the wants, needs, and interests of the respondents to
improve the fashion show. The researchers were looking to measure the interest of the fashion
show from the respondents. Based on the answers from the respondents, the researchers were
able to discover common responses. Repeated answers gave the researchers a better
understanding about the opinions of the fashion show. The researchers will use this to create a
focused plan for the show. Conclusions are derived from data collected and measures of
statistical analysis (Borrego, 2009). The results from the survey will help the researchers make
conclusions and decisions for the planning of the Cazenovia College fashion show in order for it
to be a success.
Results
From the survey, the researchers were able to analyze the information that was collected.
The results were exported into SPSS. Charts and graphs were made to show the relationship
between the respondents answers. The researchers created graphs based on the aspects they
found to be most important for planning the Cazenovia College fashion show. These important
show in the past. It is shown that word of mouth was the most
powerful way the fashion show was able to reach the guests from our population. Social media
was also an important source of promotion for the past fashion shows. These results aligned with
the previous research the researchers had gathered (Marcketti, 2009). Word of mouth is the most
If you have attended in the past how did you hear about it? * What's your gender?
Crosstabulation
Count
Advertisements 4 4 8
Didn't attend 25 38 63
Total 91 71 162
5
This bar chart has three variables which are gender, age, and the likeliness to attend the 2017
Cazenovia College fashion show. This chart shows that the male respondents ages 65+ are
unlikely to attend the upcoming fashion show. Males in the 26-30 age range are less likely to
attend the fashion show as well. Females in the age range of 18-21 are most likely going to
attend the show. This has proven the researchers hypothesis is correct.
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Correlations
Iplanonattending
the2017Cazeno
viaCollegefashio
Whatsyourage nshow.
N 162 162
**
Iplanonattendingthe2017Caz Pearson Correlation -.229 1
enoviaCollegefashionshow. Sig. (2-tailed) .003
N 162 162
Statistics
I plan on
attending the
2017 Cazenovia
What's your College fashion
gender? show.
Missing 0 0
Mean 1.44 2.65
Median 1.00 3.00
Mode 1 3
Std. Deviation .498 1.330
Variance .248 1.770
The standard deviation for gender is 0.498. The standard deviation for planning to attend the
This bar chart shows the relationship between annual income and the willingness to donate to the
fashion department for the annual fashion show. This chart shows that the willingness to donate
Correlations
Ifgiventheopport
unityhowmuchw
ouldyoudonateto
Whatisyourannu thefashiondepar
alincome tment
N 162 162
*
Ifgiventheopportunityhowmu Pearson Correlation .185 1
chwouldyoudonatetothefashi Sig. (2-tailed) .018
ondepartment N 162 162
The p value is 0.018. The p value is less than 0.05, so it rejects the null hypothesis and conclude
ANOVAa
H0: 1 = 2 = 3= 4 = 5 = n
H1: At least one of the means is different
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
This histogram shows that more female respondents receive $7,001-$14,000 for their annual
income. More male respondents receive $0-$7,000 for their annual income.
The p value is 0.241. The p value is greater than 0.05, so it fails to reject the null hypothesis and
H0: 1 = 2
H1: 1 2
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The respondents of the survey most enjoy the garments that are displayed in the fashion show. 33
of the respondents enjoy the models in the show (Muther, 2011). Females like the garments the
What element do you most enjoy about a fashion show? * What's your
gender? Crosstabulation
Count
Models 5 28 33
Location 3 6 9
Total 91 70 161
11
Disagree 3 11 14
Neutral 23 19 42
Agree 49 22 71
Strongly Agree 14 11 25
Total 91 71 162
More females reported that they were interested in fashion than the male respondents (Law,
2004). This could correlate with the hypothesis that the researchers had.
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Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
Pearson Chi-Square 16.969 4 .002
Likelihood Ratio 17.512 4 .002
Linear-by-Linear Association 10.109 1 .001
N of Valid Cases 162
Discussion
To obtain this quantitative research, the researchers conducted a survey with a random
sample population. A series of survey questions were asked related to the planning of the 44th
annual Cazenovia College fashion show that will take place in 2017. The opinions and responses
of the respondents about the fashion show were analyzed. During the process of this survey, the
researchers discovered many issues with gathering data from SurveyGizmo. There was a lot that
was learned about improvements that could be used in the future for quantitative research.
There were several issues that arose during the time that the survey was active. There
were issues with the questions that were asked and the answers that the researchers provided for
the participants to choose. There were survey questions that did not have a didnt attend option
that should have. This caused participants to not answer honestly about their experiences or lack
of experiences relating to the fashion show. By not having a didnt attend option for some of the
questions, the data may have been skewed. There were some participants that skipped the
questions that did not have a didnt attend option. There was also a question that asked the
individual taking the survey what their annual income is. There was not a $0-$7,000 option for
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the annual income question. This would be an issue for someone who is unemployed. The
researchers noticed this flaw, and they eventually added the option in the survey. There should
have also been an unemployed option that was not added. The last option for the annual income
was $28,000-$98,000. The researchers believed that this option was too large of a range. The
amounts should have been split up. On the survey, the $21,000 amount was repeated twice. The
The survey participants were asked what state they reside in. To keep the answers
consistent, the researchers should have had all fifty states as options for the respondents to select
for this question. Due to this issue, the data had to be changed once it was collected. The
researchers changed the data in order for each state to be properly spelled out to keep the data
consistent. There were two open ended questions about the feedback of the survey at the end of
the survey. These questions should have had a yes and no option rather than being open ended.
This would have fit more properly with the type of quantitative research that was being
conducted. There was a question on the survey that asked the amount of money guests of the
fashion show would be willing to donate to the Cazenovia College fashion department for the
fashion show (Rhone, 2009). The first option that the researchers supplied was $0-$10. This
option should have been broken up into two separate options. The options should have been $0
and $1-$10. If these options were given, the researchers would have had a better understanding
of what participants would not be willing to donate. They would have also had a better
understand of who would be willing to give a small amount. This would have been helpful for
when the researchers were analyzing their data that was collected.
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Conclusion
The researchers hypothesis was proven to be correct. It is more likely for females
between the ages of 18-21 to attend the Cazenovia College fashion show. They also have a
higher interest in fashion than males. The important notion is that quantitative research can
answer some questions and not others (Kamil, 2004). Fortunately, the researchers were able to
answer many of their research questions by conducting this quantitative research. This research
offered information for the researchers to refer back to while making event planning decisions
for the fashion show that will take place on April 29, 2017.
The researchers found it interesting that the female respondents found the garments the
most interesting element of the fashion show, and the male respondents found the models the
most interesting element of the fashion show. These factors should be considered when
promoting and advertising for the Cazenovia College fashion show to have a higher attendance
rate. Another interesting discovery from this research was the willingness to donate to the
fashion department for the fashion show did not depend on annual income. The majority of the
The researchers found it interesting that more people have heard of the fashion show by
word of mouth rather than the other forms of advertising. Since social media is such an important
factor in todays society, it was surprising that 34.57% of the respondents heard of the show
through word of mouth. Social media was just as strong of a form of advertisement though with
19.75%. The research that was gathered from the survey that was conducted as well as the
scholarly database information led to similar results. This information will be helpful when
Conducting the quantitative research gave the researchers valuable insight for planning
the 2017 Cazenovia College fashion show. The research that was gathered before the survey was
conducted had similar results. The researchers gained a better awareness for the effective ways to
promote an event and gain a higher attendance for the show. The respondents responses from the
survey will be referred to while planning the event in order to have a better outcome than in the
past. By conducting quantitative research, many conclusions were made by the results that were
References
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