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What Women Want from a Fitness Center - Research Paper Example

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This study endeavors to identify the expectations of women aged between 20 and 40 years to find out what features and services they are looking for in a fitness centre. The research aims to specifically address six specific research objectives, including what personal benefits women are looking for in a fitness centre, what features and services they deem to be important and how factors, such as payment options, location and demographics, may influence their decisions when seeking out fitness centre membership.

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Table of Contents

1. Executive Summary 1
2. Research Focus 2
2.1 Industry background and past research 2
2.2 Research objectives 5
2.3 Major contributions of the research project 6
3. Research Methodology 6
3.1 Focus groups 8
3.2 Expert interviews 9
3.3 Individual depth interviews 10
3.4 Projective techniques 10
3.5 Quantitative research 13
4. Research Instrument 14
4.1 Nominal scale 14
4.2 Ordinal scale 15
4.3 Interval scale 16
4.4 Pre-test and final questionnaire 16
5. Sampling 17
6. Results and Analysis 19
6.1 Descriptive analysis 19
6.2 Inferential statistics 19
6.3 Statistical analysis - Research...
To further define our research problem, qualitative research, including focus groups, expert interviews and individual depth interviews, was undertaken which gave additional insight into the special demands and desires of female fitness centre customers, aged between 20 and 40 years, living in Los Angeles, California.
A questionnaire was designed, using nominal, ordinal and interval scales, and a pre-test questionnaire was conducted before data was collected at several fitness centers and public places in different suburbs across Los Angeles. Women were intercepted and had to qualify through a number of screening questions (e.g. gym membership and age). The sample size was 200 and the sample included women aged 20-40 who visited a fitness centre in the last year. The sampling method employed was non-probability sampling, specifically judgment sampling, as respondents were targeted specifically based on age, gender, and approachability, and only those with an active opinion were selected. ...Show more


Research shows that the fitness industry is expanding and that women are a large target market. Women have been shown to have high expectations about fitness centre membership and the industry is increasingly responding to their particular needs (Steinbach, 50)…
Author : zanderhowe
What Women Want from a Fitness Center
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