Students conduct market research for Highland Business Association
Students in Professor Sara Kerr's course on buyer bahavior and market research partnered with the Highland Business Association (HBA) during Fall Semester 2011 to provide market research to businesses in the Highland Village neighborhood of St. Paul, Minn.
Over the course of the semester, St. Kate's students conducted research into several member businesses and into the Highland Business Association itself, providing local businessmen and businesswomen with insight into the success of the products and services they offer.
Three students — Kaitlin Groeneweg '14, Ashley Ross '14 and Holly Sawochka '14 — worked with the Highland Business Association directly to identify ways to improve the organization and raise awareness about available services. The students set out to develop a survey for the HBA that would measure the satisfaction levels of both members and non-members.
Representatives of the HBA were interested in learning what types of businesses their members operated, what the overall satisfaction levels were with the membership, and whether or not members' business levels had improved since joining the HBA. Representatives also sought to identify what services non-members were aware of and what reasons non-members gave for not pursuing membership.
Students distributed surveys to both members and non-members of the HBA and presented their findings to fellow classmates, Professor Sara Kerr, and HBA Vice President Chad Cramer during finals week, on Dec. 13, 2011. They broke down the results of the survey, presented member recommendations and presented their own recommendations to the HBA based on their research.
"We can certainly take something away from it," said Cramer, who attended the final presentation representing the Highland Business Association.
St. Kate's students who worked with the HBA to conduct market research also shared the full results of their study with the organization.
The Highland Business Association is a nonprofit organization with 150 members that promotes business, trade, and civic leadership in the Highland Village neighborhood of St. Paul, Minn.