Vail Resorts Epic Pass When Vail Resorts was conducting market research for their new season ski…

Vail Resorts Epic Pass When Vail Resorts was conducting
market research for their new season ski pass, the Epic Pass, they surveyed
their guests to determine which features of a season pass were most important.
Features of a season pass include the number of days of skiing allowed (limited
vs. unlimited), the number of resorts included on the pass, the number of
blackout dates (all holidays, some holidays, or no blackouts), and the price of
the pass. A market survey was sent to a random sample of Vail Resort guests.
They received 1,930 responses. The respondents were sorted into groups
»

Vail Resorts Epic Pass When Vail Resorts was conducting
market research for their new season ski pass, the Epic Pass, they surveyed
their guests to determine which features of a season pass were most important.
Features of a season pass include the number of days of skiing allowed (limited
vs. unlimited), the number of resorts included on the pass, the number of
blackout dates (all holidays, some holidays, or no blackouts), and the price of
the pass. A market survey was sent to a random sample of Vail Resort guests.
They received 1,930 responses. The respondents were sorted into groups based on
the number of ski vacations they typically take each year. A summary of the
responses is displayed in the multiple column chart below. The chart clearly
shows that the feature considered most important to all three groups was the
price of the pass. Determining the right price of the pass was critical in
order to create a valuable product that a skier would purchase. Subsequent surveys
provided more data that was used to price the Epic Pass at $579. Charts can be
effective communication tools by allowing the analyst to compare and summarize
information from many different groups and across different variables. Decision
makers can then see in a snapshot the areas on which to focus.

»

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