The West Texas A&M University SIFE/Enactus team recently partnered with MGM Grand Resort and Cirque du Soleil in Las Vegas to conduct a marketing research project. Seven students made the MGM their home from October 14-19. The research was two-pronged, with one element being MOS (man-on-the-street) interviews gauging awareness of Cirque’s show KA (whose theatre is at the MGM), and theatre exit interviews of patrons who had just seen KA. In both surveys, students used iPads and mobile wifi hotspots to access surveys created in Qualtrics. The surveys were the results of collaboration between WTAMU, MGM and Cirque. Students successfully interviewed over 500 pedestrians along Las Vegas Boulevard, as well as another 500 in the theatre lobby. Upon returning to WTAMU, students analyzed the data using SPSS, created infographics summarizing the findings, and wrote detailed reports breaking down various nuances of the data. MGM has indicated they would like to utilize WT’s services once per quarter to help monitor views of the public toward KA.
“This was a unique opportunity for students to work for major players in the hospitality and entertainment industries,” faculty facilitator Dr. Nick Gerlich said. “WTAMU and the College of Business should feel honored to be chosen over many other universities for this opportunity, as it showcases our skills in technology and research.”