The objective of this marketing research project is to find out if the attitudes of swimmers who own or use Turbo swimwear products are significantly better than the attitudes of swimmers who have never tried Turbo products. Three perceptions were identified to be of critical interest to Turbo in focus group research: quality, affordability, and the "speed" of the swimwear.

To address this issue, our research team plans to survey 150 swimmers across a variety of swimming participation groups: high school, summer league, and masters (50 each). We hope to be able to achieve a roughly equal distribution of subjects who have used/haven't used Turbo swimwear. We predict that swimmers who have used Turbo products will have a significantly better attitude towards Turbo products in terms of quality, affordability, and "speed" perceptions, compared to swimmers who had never used Turbo products. We also predict that high school swimmers will have the most negative attitude towards Turbo swimwear, since they want "fast" suits worn by elite swimmers. Furthermore, we predict that most swimmers who had heard of Turbo swimwear will have seen an advertisement for

We will test the reliability of our three main dependent variables (quality, price, and "fast") by testing whether or not the three questions designed to address each issue are highly correlated with each other. Since we assume the three questions for each dependent variable will be significantly and positively correlated (some items were reversed scored --- see Appendix B), the three questions will averaged to form a single dependent variable. From this point on, reference to quality, price, and "fast" actually represent the average of the three questionnaire items designed to assess these concepts.

For this study, a convenience sample of 150 swimmers will be used. These swimmers will be selected from local high school, summer league, and master’s teams in the Tucson, Arizona area. We hope to obtain an equal number of swimmers who have used Turbo products and non-product users, so we intend to survey one team that currently uses Turbo products and one team that does not, in each of the three categories. Therefore, we plan to survey at least 150 swimmers, 25 from each team, two teams per category, across the three categories, as shown in the table below. (We will test whether or not our sample represents an equal number of swimmers per team per category using a Chi Square statistical test). Our sample will cover a wide range of swimmer ages, from children to master’s swimmers over 50. The average age of swimmers surveyed will be calculated and a pie chart will be used to graphically represent the age breakdown of our sample.

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