January 6, 2000

Bowling Green, Ky. -- A research study about the Kentucky TriModal Transpark was a win-win situation for Inter-Modal Transportation Authority and Western Kentucky University's Gordon Ford College of Business.

"The students win. The company wins. The college wins," said Dr. Felicia Lassk, assistant professor of marketing.

Eighteen students in Dr. Lassk's Marketing 421 class conducted a survey about the Transpark for the ITA during the fall semester. "It's just a great experience because the students get a real-life project to see how marketing works and marketing research works," Dr. Lassk said.

The survey of 400 people in Warren County and communities within a 25-mile radius showed that 69 percent favor the Transpark while 14 percent oppose it. The survey showed that most people were aware of the Transpark and that a majority felt job growth and development were important. A site near Oakland has been selected for further study as a business/industrial park that would have access by railroad, highway and air traffic.

"We are very pleased with the outcome of this study and the opportunity to work with Western students," ITA President Dan Cherry said.

The ITA was one of four groups that worked with Dr. Lassk's marketing students last semester. Students in two Marketing 421 classes also conducted research for Commonwealth Health Corp., United Way and WBKO.

"It's a benefit for the students because they get some hands-on experience," Dr. Lassk said.

Each semester five to eight teams of students select a company, nonprofit agency or other group for their marketing research studies, Dr. Lassk said. In the ITA study, Cherry and ITA Vice President Melinda Hill met with the students, discussed a benchmark study about the Transpark and worked with students to develop a questionnaire.

The students worked in four teams and collected 100 responses per team during the week of Nov. 15. Those responses were compiled using a statistical software program and each team completed a report about the findings. The reports were completed on Dec. 17 and presented to the ITA on Jan. 3.

"This class is a win-win for the College of Business to work with the business community," Dr. Lassk said.

The marketing class also is a win-win for the students who'll leave Western better equipped for the job world, she said. "The basis behind it is that students take what they've learned about marketing and what they've learned about statistics and put it all together," Dr. Lassk said.