College of Business Students Conducting Study on Desirability of Old Town Fort Collins

A marketing research class in the Colorado State University College of Business this week has begun polling community members about making Old Town Fort Collins more desirable for visitors.

The project was created by UniverCity Connections, an initiative started by the Community Foundation of Northern Colorado, which plans to evaluate the survey results to implement a strategy to enhance the Old Town experience. Doug Johnson, director of implementation for UniverCity, has worked closely with the university to foster a stronger relationship with the Fort Collins community.  

Students in the MKT 410 course, taught by Professor John Weiss, are currently using marketing research knowledge they’ve learned in the course and applying specific research techniques to develop a comprehensive survey.  The purpose of the survey is to measure perceptions of Old Town, and how the area can be improved.  Survey questions are divided into specific categories such as transportation, events and general questions about the Old Town experience.  

The class is divided into two teams – "Green" and "Gold"-  with four stages including problem research, design and data collection preparation, primary data collection, and data analysis and reporting.