Table of content

Executive Summary.....................................................................................................................................2
Methodology................................................................................................................................................3
Results Including Analysis and Visualization..............................................................................................5
Research Question 1:..............................................................................................................................5
Research Question 2:............................................................................................................................11
Research Question 3:............................................................................................................................16
Appendices (if necessary)..........................................................................................................................27
Additional Data:....................................................................................................................................27
Excel Outputs:.......................................................................................................................................27
References.................................................................................................................................................27

Executive Summary

Ladder Art Space is currently navigating a highly competitive art studio market and facing
challenges in reaching its target audiences effectively. This report presents a comprehensive
analysis aimed at identifying the business’s key customer segments, exploring their
demographics, motivations, and behaviors. The proposal is structured into three parts:
methodology, analysis results, and recommendations.

The research methodology employed a survey targeted at university students in Victoria,

Australia, aged 18 and above. The study used convenience and snowball sampling techniques to
gather a diverse sample of 181 respondents. While snowball sampling can introduce bias due to
its reliance on existing social networks, efforts were made to include participants from various
backgrounds to enhance the sample's diversity. Data analysis was conducted using the Statistical
Package for the Social Sciences (SPSS), employing T-tests, correlations, and regression analysis
to examine significant differences and relationships between factors. This approach was
instrumental in identifying the specific programming interests of the target audience, thereby
informing marketing strategy development.

The analysis revealed key insights into customer motivations, including the desire to socialize
and connect with others, relieve stress and relax, learn and improve artistic skills, and experience
new and unique activities. The data indicated a strong preference for visually appealing and
engaging marketing content, with Facebook and Instagram being the primary social media
channels of activity, engaging 71% and 93% of respondents, respectively. Effective
communication messages emphasize a relaxed, creative atmosphere and inclusivity, aligning
with the target audience’s preferences.

Based on these findings, two strategic recommendations are proposed to enhance Ladder Art
Space's marketing efforts:

1. Strategic Focus on Instagram and Facebook: To maximize engagement and effectively

promote the "Paint and Sip" and "Paint Your Pet" sessions, Ladder Art Space should
leverage these popular and visually driven platforms, which are highly favored by the
target demographic.
2. Develop a Customer Loyalty Initiative: To boost customer engagement and retention,
Ladder Art Space should implement a loyalty program that offers rewards and exclusive
access to repeat customers, fostering long-term relationships and cultivating a robust
community around the Ladder Art Space brand.
These recommendations aim to position Ladder Art Space as a leading destination for creative
and social experiences, capitalizing on the identified customer motivations and preferences to
drive sustained business growth and competitive advantage.

Methodology

This study sought to assist Ladder Art Space (LAS) in identifying the primary customer
segments that are most engaged with their Paint and Sip (PAS) and Paint Your Pet (PYP)
sessions. Additionally, the research explored participants' motivations, service preferences, and
online behaviors. To achieve these objectives, an online survey was utilized as the primary
quantitative research method. The survey comprised 24 well-designed questions employing
various formats, including rating scales, Likert scales, and multiple-choice options, which
allowed for a nuanced understanding of the respondents' characteristics, interests, motivations,
and preferences.

The survey was divided into three main sections. The first section focused on capturing
demographic and psychographic profiles to understand the target market's characteristics,
interests, and habits. The second section aimed to uncover the motivations and factors driving
participants' interest in alternative art and entertainment forms, such as PAS and PYP. The final
section explored the most effective marketing strategies and tactics for engaging the target
audience and increasing awareness of LAS's offerings.

To ensure a wide reach and diverse respondent base, the survey targeted a sample size of 181
individuals and successfully collected 181 responses, demonstrating a high level of engagement.
Participants were recruited using a combination of convenience and snowball sampling methods.
Initially, respondents were drawn from the university student population enrolled in the
MKT20019 course. These participants were then encouraged to share the survey within their
networks, thereby expanding the reach and diversity of the sample.

While snowball sampling facilitated access to a broader range of participants, it inherently

presents limitations. This method relies on existing social networks for recruitment, which may
lead to a biased sample that does not fully represent the broader student population or target
demographic. The shared characteristics within social networks can skew results toward certain
sub-groups, making it challenging to assess the sample's representativeness comprehensively. To
mitigate this bias, efforts were made to initially engage participants from diverse backgrounds
and fields of study, enhancing the diversity of the initial sample (Yan & Zhang, 2018).

The use of surveys in this research provides several advantages, including scalability, cost-
effectiveness, and the ability to collect standardized data from a large and diverse population.
This approach facilitates straightforward analysis and comparison across different respondent
groups. However, potential disadvantages were also considered. Respondents may provide
inaccurate or biased responses due to factors such as social desirability bias or misinterpretation
of survey questions, introducing variability in self-reported data (Koivula et al., 2019).

For statistical analysis, SPSS version 29.0.2.0 was employed. The analysis involved using T-tests
to examine significant differences between groups, as well as correlation and regression analyses
to explore associations between variables. These statistical techniques allowed for a thorough
examination of the data, providing insights into the motivations and preferences of LAS's target
audience and informing the development of targeted marketing strategies.

Results Including Analysis and Visualization

Research Question 1:
1.1. What are the demographic (such as, age and gender) of the individuals most likely to attend
paint and sip and paint your pet classes at Ladder Art Space?
Figure 1.1:

Figure 1.2:
The analysis, which employed a t-test method based on data from Appendix 1 and 2, yielded noteworthy
insights. It highlighted that individuals with an average age of approximately 22.8 years are more likely to
attend the "paint and sip" and "paint your pet" classes at Ladder Art Space. This age group showed a
statistically significant difference in attendance compared to other age groups, as evidenced by a p-value
of 0.0498 and a t-statistic of -2.2304756.

Furthermore, the gender distribution in the analysis demonstrated a balanced representation of both male
and female participants, with a mean representation score of 2.5 and a variance of 1.666667. The t-test
results revealed a moderate level of significance regarding attendance patterns based on gender, with a p-
value of 0.072722 and a t-statistic of -2.71718.

In summary, the analysis suggests that individuals around 22.8 years of age are more likely to attend these
classes, with a statistically significant variance based on age. The almost equal gender representation also
points to moderate significance in attendance predisposition based on gender. Therefore, targeting
individuals in their early 20s and ensuring promotional inclusivity for both genders are key considerations
for effective marketing strategies to maximize attendance.

1.2. Which of the variables predict interest toward a pain and sip session?

Figure 1.3
The regression analysis aimed to predict interest in a "paint and sip" session using hobbies/interests as
predictor variables (refer to Appendix 3 and 4). The results showed a modest positive correlation
(Multiple R = 0.234416) between hobbies/interests and interest in the session. However, the low R-
Squared value (0.054951) indicates that only a small portion of interest variance can be explained by the
predictor variables, suggesting that they do not entirely elucidate the level of interest in the "paint and sip"
session.

Further reinforcing this finding, the ANOVA analysis revealed a non-significant F-value (0.581459) and a
corresponding p-value of 0.463348, exceeding the conventional significance threshold of 0.05. This
implies that the hobbies/interests variable does not exhibit statistical significance in predicting interest in
the "paint and sip" session. Therefore, from a statistical standpoint, interest variation in the "paint and sip"
session cannot be predominantly attributed to the hobbies/interests variable alone.

In summary, the analysis indicates a modest but statistically insignificant relationship between the
hobbies and interests of individuals, as predictor variables, and interest in the "paint and sip" session. The
low R-squared value and non-significant F-value imply that the hobbies and interests variable have
limited explanatory power in predicting interest in "paint and sip" sessions ( Danila, 2012).

1.3. Is there any relationship between income and individual interest in paint and sip classes? How about
how far they live from the city and their interests in painting and sip?
Figure 1.4

Figure 1.5

Figure 1.6
Figure 1.7

The analysis examined how income and interest in paint and sip classes are related, as well as how living
proximity to the city may influence interest levels, using descriptive statistics. The findings indicated a
noteworthy connection between income and interest in these classes, suggesting that individuals with
lower incomes may have a stronger interest. Additionally, individuals with incomes ranging from
25,000to 25,000 to 64,999 and those earning over $75,000 annually showed similar average income
levels, hinting at potential similarity in their interest levels.
Furthermore, the data revealed that individuals residing approximately 20 km from the city center
displayed an average interest in paint and sip activities. This indicates a moderate inverse relationship
between proximity to the city and individual interest in these classes (Zhao, 2017).

In summary, the analysis highlighted a significant correlation between income and interest in paint and
sip classes, with a possible inclination towards greater interest among lower income groups. Moreover,
those living closer to the city, within an average distance of 20 km, exhibited a heightened interest in
these activities. These insights can be invaluable for customizing marketing approaches to effectively
engage specific income groups and urban residents in paint and sip experiences.

1.4. Does interest toward paint and sip workshops differ from interest toward paint your pet
Workshops?

Figure 1.8

The comparison of interest levels between paint and sip workshops and paint your pet workshops utilized
descriptive statistics to analyze the central tendency and variability in interest levels for each workshop
type (see Appendix 4 and 9). The data revealed that the mean interest level for both types of workshops is
consistent at 36. However, significant differences emerged in the variability of interest scores between the
two workshop categories.

For paint and sip workshops, the standard deviation was calculated at 12.8841, with a sample variance of
166. Conversely, the data for paint your pet workshops exhibited a higher standard deviation of 27.02776
and a larger sample variance of 730.5. These results indicate that while the average interest level remains
the same for both workshop types, there is a wider range of interest scores among participants in paint
your pet workshops compared to paint and sip workshops.

This insight holds valuable implications for businesses and marketers looking to tailor their strategies. By
recognizing the variance in interest levels, organizations can craft more targeted and effective marketing
approaches (Salahshour Rad, 2018). This approach ensures that thespecific preferences and distinctions
within each workshop's audience are acknowledged, ultimately enhancing engagement and participation
in the respective workshop types.

1.5. Does interest towards each workshop (Paint and Sip and Paint Your Pet) differ by gender (Male and
Female)?

An independent t-test was utilized to analyze the difference in interest between the Paint and Sip
workshop and the Paint Your Pet workshop by gender (Male and Female). This statistical method is
appropriate for comparing the means of two independent groups to determine if they exhibit significant
differences (Rousselet, 2017) (Appendix 4,7).
The results of the analysis reveal the mean interest levels for each workshop. The Paint and Sip workshop
had a mean interest of 36, a standard deviation of 34.47463, and a sample variance of 1188.5, while the
Paint Your Pet workshop had a mean interest of 36, a standard deviation of 27.02776, and a sample
variance of 730.5.
Upon interpretation, the comparison of interest levels between the workshops suggests that, on average,
both workshops generate a similar level of interest.

Research Question 2:
2.1. What motivates the target audience to attend paint and sip or paint your pet classes?

Question 5: On a scale of 1-5, how much do you agree with the following statement: "My primary
motivation for participating in art and entertainment events is:
The chart provides insights into individuals' motivations related to specific activities, aligning
with research objective 2 to identify the motivations and drivers influencing the target audience's
interest in art and entertainment options. It also corresponds to research question 2.1, which
focuses on the motivations for attending paint and sip or paint your pet classes. The chart
illustrates four distinct motivations: the desire to experience new and unique activities, to relieve
stress and relax, to learn and improve artistic skills, and to socialize and connect with others.
These motivations indicate that individuals may attend these classes to learn and improve artistic
skills, socialize, and experience new activities. Additionally, the presence of a "Neither agree nor
disagree" category suggests varying motivations within the audience, indicating the need for
further qualitative research methods such as interviews or focus groups to gain a deeper
understanding of these motivations. Overall, the chart provides valuable insights into the
motivations driving participation in art-related activities, offering significant input for the
exploration of the target audience's interests in art and entertainment options.
The descriptive statistics provide valuable quantitative insights into the motivations for attending art
classes. The data reveals compelling findings across different motivation categories, namely socializing
(mean 36.00, range 5-89), learning and improvement of artistic skills (mean 36.00, range 18-63), seeking
stress relief and relaxation (mean 36.00, range 15-70), and the desire for new and unique experiences
(mean 36.00, range 5-70). These statistics underscore the significance of social interaction, skill
development, stress relief, and the allure of novel activities as major motivating factors influencing
individuals' engagement in art-related activities. The numerical summary of these motivations contributes
to a deeper understanding of the diverse preferences driving participation in art classes, particularly in the
context of paint and sip or paint your pet classes.

2.2. What are the most important factors when choosing to participate in art and entertainment
Events?

Q6 On a scale of 1-5, how important are the following factors when choosing to participate in art and
entertainment events?
The provided charts play a crucial role in addressing this objective. The first chart presents a
scale ranging from 1 to 5, with 5 indicating that a factor is extremely important and 1 indicating
that a factor is not at all important. This scale allows for a comprehensive assessment of various
factors that influence the audience's decision to participate in art and entertainment events. The
factors are not explicitly mentioned in the information provided; however, the scale serves as a
valuable tool for evaluating the significance of different factors. This aids in understanding the
intrinsic motivations and drivers that impact the audience's interest in art and entertainment
options. The representation of data through this scale provides a clear and structured approach to
gauge the importance of specific factors, thereby aligning with the objective of identifying
motivations and drivers.
Research Objective 2 delves into the motivations and drivers behind the target audience's interest
in art and entertainment options. The two one-sample tests provided offer valuable insights in
addressing this objective. The first one-sample test analysis concentrates on various aspects such
as cost, type of event, quality of experience, location, convenience, recommendations from
friends or family, and quality of food and drinks. Each of these factors is scrutinized with respect
to a test value of 0 and a 95% confidence interval. By examining the significance and mean
differences in these factors, it sheds light on the importance placed on each element when
individuals decide to engage in art and entertainment events. Understanding the statistical
significance of these factors aids in identifying the underlying motivations and drivers
influencing the audience's interest in art and entertainment endeavors.

Q7 On a scale of 1-5, rate the importance of each of the following options in a paint and sip classes?
Riding on the insights from the first chart, the second chart illustrates the importance of specific
factors when choosing to participate in art and entertainment events. This chart presents a visual
representation of the importance levels of two distinct factors: "Knowledge and experience of the
Instructor" and "Location of the event." The importance levels range from 0 to 100 and are
denoted by vertical bars. Through this representation, it is discernible that the "Location of the
event" holds more emphasis than the "Knowledge and experience of the Instructor" as it registers
a higher importance level along the scale. Consequently, this chart effectively highlights the
parameters that hold significant weight in influencing the audience's decision-making process
when considering art and entertainment options. The visual depiction of the importance levels
provides a lucid understanding of the factors that play a pivotal role in driving the audience's
interest in art and entertainment events, directly addressing research question 2.2 regarding the
most important factors when choosing to participate in such events.

Turning to the second one-sample test, it scrutinizes the significance levels and mean differences
related to factors like social atmosphere, knowledge and experience of the instructor, materials
and supplies used in the class, and the location of the event. These analyses provide a detailed
assessment of the significance and impact of each factor when choosing to participate in art and
entertainment events. Notably, the data unveils the varied degrees of importance assigned to
these elements, guiding the identification of the most crucial aspects influencing individuals'
decisions regarding art and entertainment engagement. By exploring these statistical
comparisons, the study gains a deeper understanding of the motivations and driving forces that
underpin the target audience's interest in art and entertainment options. This comprehensive
evaluation directly responds to research question 2.2, elucidating the paramount factors pivotal in
individuals' decision-making processes when selecting art and entertainment events.
Research Question 3:
3.1 Which social media platform is the best to advertise?
To determine the most effective social media platform for advertising Ladder Art Space's
offerings, an in-depth analysis of user engagement data was conducted. The data, derived from
specific survey questions on platform use for art and entertainment updates (Question 10) and
general social media usage (Question 22), was evaluated using descriptive statistics.

Instagram emerged as the superior platform, displaying high mean and median engagement
scores of 90 for art updates, with a mode of 19 indicating frequent interaction by a large user
base. The high variance of 10,082 underscores a wide range of user engagement, from casual to
highly active, making Instagram appealing across diverse user habits. General usage data
reinforced this, showing 93% of respondents use Instagram, with a mode of 1 indicating most are
regular users.

Figure 3.1: Descriptive test for platform use for art and entertainment updates
Figure 3.2: Social media platform usage
Facebook, while also showing high engagement scores for art updates, had a lower mode of 71,
suggesting less frequent interaction. Despite 71% of respondents using Facebook, its engagement
metrics suggest it is better suited for broader, less frequent campaigns, making it a secondary
channel for Ladder Art Space.

Twitter and Pinterest showed considerably lower engagement for art updates, with only 23% and
37% usage rates, respectively. These platforms are best utilized for specific aspects of campaigns
that align with their user behavior, mainly occasional browsing rather than active engagement.

Given these insights, Ladder Art Space should focus its marketing on Instagram due to its high
engagement and reach. Utilizing features like Stories, Live sessions, and interactive posts can
effectively engage the audience. Facebook can be a secondary channel to reach a broader
audience. Regularly monitoring engagement metrics and user feedback is essential to refine the
content strategy and maintain high visibility. This approach will maximize visibility and foster a
vibrant community around Ladder Art Space’s offerings.
Figure 3.3: Most social media platforms usage in Australia
The infographic highlights the usage of social media platforms in Australia, with Facebook
leading at 78.2%, followed by Facebook Messenger and Instagram. Considering this alongside
the specific engagement data from Ladder Art Space's survey, where Instagram showed high
interaction for art updates, both platforms emerge as vital for advertising. Facebook's broader
reach makes it ideal for extensive campaigns, while Instagram's high engagement suits targeted,
visually-rich content (figure 3.3). Therefore, for optimal advertising impact, Ladder Art Space
should focus on Facebook for its extensive reach and use Instagram to engage more deeply with
art enthusiasts.

3.2 What types of marketing material and messaging are most likely to engage the
target audience and generate interest in Ladder Art Space's services?

Analysis of the survey data from Q11 indicates that discounts and promotions are the most
compelling form of messaging, selected by 50% of respondents (figure 3.4). A significant
majority of consumers are driven by discounts when making purchasing decisions (Jarvis, 2023).
Additionally, 70% of consumers use social media to influence their purchasing choices,
suggesting that promoting discounts on these platforms could significantly boost engagement for
Ladder Art Space (figure 3.5) (Sprout social, 2024).

Figure 3.4: Compelling form of messaging

Figure 3.5: The traits consumers value in influencers differ by buying behavior

Furthermore, exciting and unique event themes were favored by 27% of the respondents,
indicating a strong desire for creative and novel experiences. This trend aligns with the
"experience economy" concept proposed by Pine and Gilmore, where consumers are increasingly
drawn to experiences that offer memorable and engaging encounters over material goods
(Radder & Han, 2015). Supporting this, Eventbrite found that millennials, in particular, prefer to
spend their money on experiences rather than on tangible items, highlighting the potential for
engaging this demographic through uniquely themed events at Ladder Art Space (Grate, 2018).

From Q14, data on hobbies show that popular activities among respondents include watching
TV/movies and attending music concerts, with high mean scores of 4.3 and 4.0, respectively.
This suggests Ladder Art Space's target audience is inclined toward entertainment and cultural
activities. Additionally, going to restaurants and cafes, with a mean score of 3.9, underscores the
social nature of the audience, indicating that social and communal experiences could be
effectively integrated into event promotions.
Figure 3.6: Hobbies or Interests Beyond Paint and Sip classes

By leveraging these insights, Ladder Art Space should prioritize marketing messages that
highlight discounts and unique event themes, focusing on social media platforms to effectively
reach their audience. This strategy not only aligns with consumer preferences for financially
beneficial and memorable experiences but also positions Ladder Art Space as a premier
destination for engaging and creative artistic experiences.

What is the most preferred communication message for paint and sip and
paint your pet sessions at ladder art space?

Analysis of the survey data from Q9 and Q12 reveals that social media posts are overwhelmingly
the preferred marketing material for Ladder Art Space's "Paint and Sip" and "Paint Your Pet"
sessions, with 90% of respondents choosing this option. This indicates the significant influence
of digital platforms in reaching and engaging the target audience. According to Statista (2024),
80% of social media users are likely to make purchases influenced by content they encounter on
these platforms, emphasizing the importance of social media in shaping consumer behavior.
Figure 3.7: Most marketing materials appealing for art and entertainment events

In Q12, the standout communication message was 'Discover your inner artist at Ladder Art
Space's fun and relaxed paint and sip classes,' with a mean score of 3.32, a median of 4, and a
mode of 4. This message appeals to those seeking a creative, relaxed atmosphere. Another strong
message was 'Join us for a night of fun and creativity, perfect for all skill levels,' with a mean of
3.61, highlighting inclusivity and fun. 'Paint, drink, and be merry with friends' also received
positive feedback, with a mean score of 3.40, emphasizing social interactions and enjoyment.
This aligns with Holbrook and Hirschman’s experiential aspects of consumption, which suggest
that consumer behavior is significantly influenced by enjoyable and interactive experiences
(Holbrook & Hirschman, 1982). Therefore, the most effective communication messages for these
sessions should focus on social media platforms and emphasize a relaxed, creative, and socially
engaging atmosphere. By aligning their communication strategy with these preferences, Ladder
Art Space can effectively engage its target demographic and enhance attendance at their sessions.
Figure 3.8: Appealing messages for "Paint and Sip" sessions

Recommendation:

1. Strategic Focus on Instagram, Facebook

To optimize engagement and promote the "Paint and Sip" and "Paint Your Pet" sessions
effectively, Ladder Art Space should focus its marketing efforts on social media platforms,
particularly Facebook and Instagram. The data indicates that Facebook is the most used platform
in 2022, with 70% of Australians engaging with it, and it is also the most liked platform,
underscoring its critical role in reaching the target audience (Oosga, 2022). Instagram ranks as
the third most popular platform, with high engagement rates and visual appeal, making it ideal
for showcasing creative content like nature-themed paintings and pet portraits. A detailed
monthly content calendar is essential to align promotional strategies with audience preferences.
Figure 4.1: Most Platforms that Users in Australia Typically on

According to HubSpot, 68% of marketers find social media effective for brand awareness,
emphasizing the importance of visually appealing content to drive engagement (Hubspot, 2024)
(figure 4.2). GWI's analysis shows Australians use social media primarily to stay in touch (68%),
fill spare time (63%), and read news (56%) (figure 4.3) (GWi, 2024). Ladder Art Space should
focus on visually engaging and interactive content, like live events or behind-the-scenes features.
Collaborating with social media influencers who align with the brand’s aesthetic can enhance
reach and authenticity, boosting brand engagement, especially in the arts and lifestyle sectors
(Fan & D. Gordon, 2014).
Figure 4.2: Social media challenges

Figure 4.3: Reasons for being on social

Implementing a feedback mechanism will enable Ladder Art Space to continuously refine its
offerings and improve customer loyalty. Engaging customers through surveys and interactive
social media sessions shows a commitment to improvement, which enhances satisfaction.
Incorporating customer feedback into marketing strategies can increase loyalty and lead to
sustained success (Asena, 2019). By focusing on these strategies, Ladder Art Space can enhance
marketing effectiveness, attract a broader audience, and strengthen connections with its clientele,
ensuring long-term success in a competitive market.

2. Develop a Customer Loyalty Initiative:

Ladder Art Space should develop a comprehensive customer loyalty initiative to enhance
engagement and retention. A loyalty program that rewards repeat customers with discounts and
exclusive event access can significantly boost satisfaction and incentivize repeat business.
Increasing customer retention rates by 5% can lead to a profit increase of up to 95%(Bain &
Company, 2023). The program could include tiered rewards, where customers earn points for
purchases, redeemable for discounts or early access to new workshops. Personalized marketing,
like tailored email campaigns and targeted social media ads, can foster long-term relationships.
Personalized marketing increases satisfaction and engagement by delivering content that
resonates with individual preferences (McKinsey & Company, 2022). By using customer data for
tailored communications, Ladder Art Space can create personalized experiences that encourage
repeat visits and referrals. This approach enhances loyalty and builds a strong community around
the brand, ensuring sustained success in a competitive market.

Conclusion:

In conclusion, the analysis highlights the crucial role of social media in engaging Ladder Art
Space's target audience for "Paint and Sip" and "Paint Your Pet" sessions. The preference for
platforms like Facebook and Instagram underscores the importance of digital marketing in
reaching consumers who are drawn to creative and interactive experiences. To capitalize on this,
Ladder Art Space should implement a customer loyalty program that offers rewards and
exclusive event access, strengthening customer relationships and boosting retention.
Personalized marketing strategies can further enhance engagement by tailoring offers to
individual preferences, creating meaningful interactions.

By focusing on social media engagement and customer loyalty, Ladder Art Space can expand its
reach and attract a broader audience. This strategy not only ensures long-term success in the arts
and entertainment sector but also reinforces Ladder Art Space’s position as a premier destination
for creative experiences. Emphasizing memorable and engaging activities will help build a
vibrant community of art enthusiasts and solidify Ladder Art Space’s reputation as a leading hub
for artistic expression.

Appendices
Appendix 1:

t-Test: Two-Sample Assuming Unequal Variances

 Q1-Age Frequency

Mean 22.8 18

Variance 13.0666667 451.3333

Observations 10 10

Hypothesized Mean Difference 20

df 10

t Stat -2.2304756

P(T<=t) one-tail 0.02490115

t Critical one-tail 1.81246112

P(T<=t) two-tail 0.04980229

t Critical two-tail 2.22813885

Appendix 2:

t-Test: Two-Sample Assuming Unequal Variances

Q15 Frequency

Mean 2.5 45

Variance 1.666667 2114.667

Observations 4 4

Hypothesized Mean Difference 20

df 3
 t Stat -2.71718

P(T<=t) one-tail 0.036361

t Critical one-tail 2.353363

P(T<=t) two-tail 0.072722

t Critical two-tail 3.182446

Appendix 3:

SUMMARY OUTPUT

Regression Statistics

Multiple R 0.234416

R Square 0.054951

Adjusted R -0.03955
Square

Standard 3.676167
Error

Observation 12
s

ANOVA

df SS MS F Significan
ce F

Regression 1 7.85795 7.85795 0.58145 0.463348

 3 3 9

Residual 10 135.142 13.5142

Total 11 143

Coefficien Standar t Stat P-value Lower Upper Lower Upper

ts d Error 95% 95% 95.0% 95.0%

Intercept 4.43667 2.90654 1.52644 0.15788 -2.03951 10.9128 - 10.9128

4 2 7 5 2.03951 5

X Variable 0.024711 0.03240 0.76253 0.46334 -0.04749 0.09691 - 0.09691

1 6 4 8 5 0.04749 5

Appendix 4:

P&S1 P&S2 P&S3 P&S4 P&S5

Mean 36 Mean 36 Mean 36 Mean 36 Mean 36

Standard 14.65 Standard 6.833 Standard 12.56 Standard 12.39 Standard 12.08
Error 264 Error 74 Error 185 Error 758 Error 718

Median 22 Median 44 Median 39 Median 24 Median 22

Mode 22 Mode #N/A Mode #N/A Mode #N/A Mode #N/A

Standard 32.76 Standard 15.28 Standard 28.08 Standard 27.72 Standard 27.02
Deviation 431 Deviation 071 Deviation 914 Deviation 183 Deviation 776

Sample 1073. Sample 233.5 Sample 789 Sample 768.5 Sample 730.5
Variance 5 Variance Variance Variance Variance

Kurtosis 2.308 Kurtosis - Kurtosis 0.676 Kurtosis - Kurtosis -

 937 0.365 213 0.284 0.605
27 93 74

Skewness 1.448 Skewness - Skewness 0.863 Skewness 1.049 Skewness 0.921

931 1.015 853 792 809
26

Range 85 Range 37 Range 72 Range 65 Range 66

Minimum 5 Minimum 13 Minimum 7 Minimum 13 Minimum 10

Maximu 90 Maximu 50 Maximu 79 Maximu 78 Maximu 76

m m m m m

Sum 180 Sum 180 Sum 180 Sum 180 Sum 180

Count 5 Count 5 Count 5 Count 5 Count 5

Confiden 40.68 Confiden 18.97 Confiden 34.87 Confiden 34.42 Confiden 33.55
ce 226 ce 35 ce 728 ce 12 ce 94
Level(95. Level(95. Level(95. Level(95. Level(95.
0%) 0%) 0%) 0%) 0%)

Appendix 5:

t-Test: Two-Sample Assuming Unequal Variances

1 25

Mean 5.5 19.375

Variance 6 304.2679

Observations 8 8

Hypothesized Mean Difference 20

 df 7

t Stat -5.43946

P(T<=t) one-tail 0.000483

t Critical one-tail 1.894579

P(T<=t) two-tail 0.000967

t Critical two-tail 2.364624

Appendix 6:

Relationship status

Mean 45

Standard Error 23.72411

Median 41.5

Mode #N/A

Standard Deviation 47.44822

Sample Variance 2251.333

Kurtosis -5.16259

Skewness 0.12739

Range 93

Minimum 2

Maximum 95

Sum 180

Count 4
 Confidence Level(95.0%) 75.5007

Appendix 7:

Attendence message

Mean 36

Standard Error 15.41752

Median 20

Mode #N/A

Standard Deviation 34.47463

Sample Variance 1188.5

Kurtosis 0.750287

Skewness 1.157223

Range 87

Minimum 3

Maximum 90

Sum 180

Count 5

Confidence Level(95.0%) 42.8059

Appendix 8:

Far from CBD

 Mean 20

Standard Error 2.948634

Median 21

Mode 11

Standard Deviation 8.845903

Sample Variance 78.25

Kurtosis -1.43058

Skewness -0.4444

Range 24

Minimum 6

Maximum 30

Sum 180

Count 9

Confidence Level(95.0%) 6.799563

Appendix 9:
 Paint and Sip Pain Your Pet

Mean 36 Mean 36

Standard Error 5.394442 Standard Error 5.761944

Median 36 Median 38

Mode #N/A Mode 38

Standard 12.06234 Standard 12.8841

Deviation Deviation

Sample 145.5 Sample 166

Variance Variance

Kurtosis -1.33298 Kurtosis 2.232254

Skewness 0.229336 Skewness -0.75745

Range 30 Range 36

Minimum 22 Minimum 16

Maximum 52 Maximum 52

Sum 180 Sum 180

Count 5 Count 5

Confidence 14.97737 Confidence 15.99772

Level(95.0%) Level(95.0%)

Appendix 10:
 Q5-Motivation To socialize and connect To learn To To experience
with others and relieve new and
improve stress unique
artistic and activities
skills relax

Strongly disagree (1) 5 18 15 5

Somewhat disagree (2) 10 24 16 6

Neither agree nor disagree 31 63 36 49

(3)

Somewhat agree (4) 89 50 70 70

Strongly agree (5) 45 25 43 50

Appendix 11

Q6 - Important factors Cost Type Quality

of Recommendations
of LocationAvailability Convenience
of
event the from friends or food and drinks
experiencefamily

Not at all important (1) 12 21

Slightly important (2) 10 31 19 35

Moderately important (3) 47 54 30 81 49 52 56

Very important (4) 70 81 80 43 75 51 84

Extremely important (5) 58 35 65 13 37 21 31

Appendix 12

Q7 - Important option Social Knowledge and Materials and Locatio

atmosphere experience of the Supplies used n of the
Instructor in the class event

Not at all important (1) 0 4 5 5

Slightly important (2) 8 19 14 18

Moderately important (3) 31 48 49 53

Very important (4) 93 69 73 75

Extremely important (5) 48 40 39 29

Appendix 13

Q8 - level of interest Animal Famous Still life Nature City Paint

s painting your Pet
s

Not interesting at all (1) 23 19 31 9 11 22

 Slightly interesting (2) 35 26 35 12 27 26

Moderately interesting (3) 70 62 44 43 57 43

Very interesting (4) 41 42 41 82 48 43

Extremely interesting (5) 11 31 29 34 37 46

Appendix 14:

Appendix 15:

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