What Women Want from a Fitness Center

Research Paper
Pages 35 (8785 words)
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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).


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.
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