Four College of Business students were hired by Performance Research of Newport, R.I., to conduct market research during the Women’s NCAA Final Four games that were held in Indiana.

Marketing Research professor Stephen Atlas, Ph.D had introduced the students to Performance Research’s Vice President Bill Doyle, and Senior Project Manager Marc Porter, who needed assistance with the research. The following essay was written by junior marketing student, Margaret-Amelia Crook, second from left in the photo.

During the first week of April 2016, all four of us were flown out to Indianapolis, Indiana, for the Women’s NCAA Final Four to conduct surveys for Performance Research. Our URI marketing team included me (Margaret-Amelia Crook), Maggie Dunn, Kristen Gregory, and Carly O’Connell and we were ready for this important, hands-on assignment!

After landing in Indiana on Saturday, April 2, we met with the Senior Project Manager of Performance Research Jenny Mello. Jenny had designed the surveys we were to administer and was our sponsor for the five-day trip. We were stationed at The Westin in downtown Indianapolis where many of the college players were also staying, creating an exciting atmosphere even though the events hadn’t yet begun.

On Sunday we spent the morning getting breakfast and gathering our credentials, with a stop at the Circle Center Mall which was attached to our hotel by a contraption known as the ‘skywalk’. As this was the first time we had seen the city in daylight, time spent between credentials and the actual event was mostly in awe of the city. We were very fortunate to be sent to such a beautiful location! Later in the day, we walked from the hotel to the main event at Bankers Life Fieldhouse. Outside of the stadium were events and souvenirs to collect with all of the sports teams colors. From the number of activities we were invited to participate in, this trip could have been mistaken for a vacation.

But, we had been hired to perform onsite intercept interviews to provide the NCAA with a basic understanding of who attends the Women’s Final Four tourney. For our first day of research on Sunday April 3, our quota was to interview 81 attendees. We had prepared our paper feedback sheets by writing in times, interviewer’s initials, location, and day. This information was crucial to provide some control variables for the surveys. Although we were all nervous, Jenny assured us that it would be easy to speak to people at the event because the attendees were all passionate about the sport and would love to give feedback. Her statement proved to be true.

We surveyed for around an hour and a half and each person was uniquely enthusiastic about our involvement with the NCAA as well as the opportunity for them to participate in a face-to-face survey. It was almost as if our own energy was reflected in their answers. The survey only filled two pieces of paper, and as we administered it verbally, it became easier with each person because we began to memorize the questions and listen to their responses. The time flew by, and before we knew it, the game had started and our day was up. Two of us stayed for the game, while the others two went to a local spot for a well-deserved dinner.

Monday was our day off and we decided to explore the mall and relax. After several hours on our feet the day before, we felt that a day of leisure was needed. On Tuesday, our last day in town, we chose to go to the zoo, since we didn’t need to work until later that evening, and the zoo was only a short ride away. Again, the trip was filled with fun.

Around 6 p.m. we gathered with Jenny to distribute our surveys for the day — 65 this time — and prepare for our second day on the job. This time the lines seemed to be more rushed with the excitement to see UCONN against Syracuse. It was harder to reach the quota, but we stayed through the game and reached out to more participants at half-time.

Being at the venue, it seemed silly for us not to actually attend the championship game, so we stayed through it and watched UCONN defeat Syracuse. We had finished our two days of work, reached our quotas, and returned to the hotel to prepare for a 6 a.m. flight the next day.

Although the experience was over, the knowledge we obtained has improved our perspectives and skill level immeasurably.