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Research Proposal North Bay Casino

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Research Proposal

Proposed North Bay Casino: Community Perceptions


Proposed North Bay Casino: Community Perceptions


On May 17th , 2012, the city of North Bay accepted the proposal from the Ontario Lottery and Gaming Corporation to build a casino. The proposal has created differing opinions within the population. The research we would like to conduct will be analyzing the perspective of North Bay residents to discern critical factors that shape their overall impression of the topic. Socio-economic and public health sentiments are considerations used in the proposed analysis. The population`s knowledge of the coming event, recognized opportunities and benefits, perceived risks, and philosophical views are components contributing to our research. Casinos have both positive and negative implications for a community, and community attitudes are instrumental in their success rates.

Research Problem

A casino coming to North Bay has brought up some controversy, whether the public believes the casino would be beneficial or have a negative impact on the community. We will determine whether the residents of North Bay are opposed or supportive of this decision (Conrad, 2012). We will uncover the resident's opinion of this decision. We will be analyzing the general interpretation of North Bay's residents and if the casino will improve tourism for this area. This could be an exciting attraction and improve the social quality of the city. Additional resources may be necessary for functionality, such as expansion in the hospitality industry. This is a big change for this area; however, the public may not be prepared for the changes that are to come. North Bay is a beautiful northern city, with many amenities and a wide range of recreational activities. Will the casino expand the recreational activities that are available and improve the attractiveness of North Bay? Would the residents enjoy the amenities

a casino would have to offer? The underlying issue is whether the public wants a casino, or think it would not be beneficial.

Literature Review

Participant's views of socio-economic factors will influence our research findings. BMA Management Consulting Inc. (2010) performed a municipal study in 2010 that outlined factors affecting North Bay's situation.

North Bay is a city in Ontario, Canada. In the 2006 Statistics Canada (2012) census, Ontario had a population of 12,851,821 in 2006. The population declined 5.7% in 2011 to 12,160,282. In 2006 census, the population of North Bay was 53,100. It showed a population growth of 0.8% over 3 years, increasing to 53,515 in the 2011 population census.

Jim Bruzzese of BMA Management Consulting Inc. (2010) demonstrates that normally there is a negative correlation between the gross income rate and dependency in governmental services. Average household income gives an idea of the specific population’s ability to pay for services in a municipality. If there is a high gross household income, there will be a lower dependency rate on governmental services (Jim Bruzzese, 2010, p. 25). The report showed that North Bay’s average household income was $67,351 in 2010, which is low compared to other municipality areas where casino centers are locates such as GTA and Niagara-on-the-Lake. Average household income in Niagara on the lakeside is $97,534, which lies on the high-income boundary (Jim Bruzzese, 2010, p. 25).

Population density per square kilometer shows the amount of residents live in every square kilometer. According to Jim Bruzzese (2010), the City of North Bay had a land area of 315 km2 with 175 people per km2, which makes North Bay a mid-level population density municipality area. Municipalities like Niagara Falls had a similar population density with 405 residents per km2 (Jim Bruzzese, 2010, p. 27).

There are many economic and demographic challenges in Northern Ontario as the population is continuously migrating to more densely populated areas of Ontario (Development, 2007). North Bay is a city challenged with this, but has strengths, which will help it to compensate. One such strength is North Bay's geographic location. It has easy access to major city centers in both Southern and Eastern Ontario having a good transportation and telecommunication system. There are lot of medium and small multinational companies located in the city of North Bay (Development, 2007, p. 2). Compared to other Northern Ontario cities, North Bay has a relatively low youth out-migration rate. The graduates from Nipissing University and Canadore College settle locally after graduation. The city possesses a lot of natural beauty increasing immigration to North Bay. However, the report pointed out that there is a increase in the senior population and a skill shortage. This might be a challenge to North Bay’s long-term economic growth (Development, 2007, p. 2).

The North Bay mayor's office has implemented strategies to encourage its development and has appointed specific committees to be aware of, highlighting provincial opportunities to market North Bay. The casino project will open many doors and opportunities for North Bay (Development, 2007, p. 3).

Geographical location plays a major role in North Bay development as a tourist destination. The North Bay slogan is “Gateway to the North”, and it is a 3 ½ hour drive to both Toronto and Ottawa (Development, 2007, p. 6).

C.N. Watson and Associates Ltd. (2006) forecasts North Bay’s population will grow at an annual rate of 0.25 – 0.37 between 2006 and 2031. However, when compared to the provincial population growth, it is still only one-tenth of the provincial growth rate. This growth will include a large senior population. By 2031, seniors will represent 21% of the total population of North Bay (Jim Bruzzese, 2010, p. 6).

North Bay's unemployment rate is 7% and the total labour force includes approximately 53,850. With a housing price level below 20%, market sales are comparable with other communities. North Bay has a cost of living advantage but the 2001 Census information shows that average full-time earnings are less than the provincial average by 8% (Jim Bruzzese, 2010, p. 7).

In the City’s Business Retention and Expansion Report (2005) stated that there are 12 multinational companies with Canadian headquarters in the community located in North Bay creating an annual revenue of over $250 million (Development, 2007, p. 8).

In the research article by Wiebe et al. (2001), a study was conducted to determine the prevalence of gambling among Ontario adults; to describe the characteristics of individuals experiencing gambling-related problems; to describe the relationship between problem gambling and substance abuse; and to discuss the implications of the findings to treatment and prevention programming. A stratified random sample of 5,000 persons aged 18 or older living in Ontario households that have a telephone were asked a series of questions regarding their involvement in various gambling activities, problem gambling behavior, adverse consequences resulting from gambling, and socio-demographic and other characteristics relating to problem gambling. (Wiebe, Single, Falkowski-Ham, & Council, 2001) The results relating to gambling activities; casinos; reasons for gambling at casinos and perceived benefits;

money and time spent; socio-demographic characteristics; reasons for going to a casino and perceived benefits; beliefs and attitudes of different types of gamblers; health and well being relate to our research topic.

In their findings, 83.2% of respondents had engaged in one or more gambling activities in the year prior to the survey. The most common gambling activity was purchasing lottery tickets, followed by raffle tickets (Wiebe et al., 2001, p. 27). Of those respondents, 7.2% had gambled on casino table games in the past year, with males approximately three times more likely than females to gamble on casino tables. The participation rates decreased with age, with 13.7% of individuals between the ages of 18-24 participating and 2.8% being over the age of 60. It also showed that income contributed to activity, with income greater than $60,000 more likely to engage in casino gambling.

The Wiebe et al (2001) study posed a question specific to ascertain the reasons for casino attendance and the reasons individuals may gamble. It showed the most common reasons underlying their participation in this activity related to the enjoyment it provides, followed by being able to watch others gamble, winning money and musical entertainment.

Wiebe's (2001) study summarized the socio-demographic characteristics of non-gamblers and individuals gambling at the four CPGI gambling levels. It found that males are more likely to become involved with gambling problems than females. It showed a greater proportion of females are non-problem gamblers, and a greater proportion of males gamble at more problematic levels. They found no linear relationship with age and gambling levels, but gambling problems occur disproportionately in the two different age groups. Young adults aged 18 to 24 years of age are the most likely to be gambling at problematic levels. While levels of gambling problems are lower among those 25-34 years of age, respondents aged 35-59 report higher than average levels of gambling problems. Respondents 60

years of age were the least likely age group to experience severe gambling problems and the most likely group to be non-gamblers (Wiebe et al., 2001, pp. 58-60).

Those 38% of respondents in the study had gone to a casino in the past year were asked to cite the reasons for their visit from a list provided. The most common reasons included the enjoyment of gambling (28.6%), watching others gamble (26.6%), to win money (25.2%), to enjoy the musical entertainment (20.9%) or to simply socialize (18.0%) (Wiebe et al., 2001, p. 63). They were also presented with a list of potential benefits associated with gambling , and asked to indicate the ones they received (Wiebe et al., 2001, p. 65). The most common response among all levels of gamblers was winning money (42.1%), followed by excitement or fun (36.5%), and having an opportunity to socialize (26.0%).

Questions were posed about randomness and probabilities as a gauge of Wiebe's (2001) study of participant's understanding of how gambling works. A fundamental statistical principle underlying most games of chance is the concept of independent events, whereby the chances of

success do not change from one play (e.g., a roll of dice or spin of a roulette wheel) to the

next. Thus, unless a game is rigged in some fashion, the probability of winning or losing

does not change regardless of previous outcomes. Nonetheless, when asked if after losing

many times in a row, one is more likely to win, a small but substantial proportion of the

respondents (13.6%) agreed or strongly agreed with this false statement (Wiebe et al., 2001, p. 66).

The majority of the respondents rate their health status as "very good" or "good" (Wiebe et al., 2001, p. 69). In the findings, the greater a participant's gambling problems, the poorer his or her health status. However, it was noted just as the most severe problem gamblers are more likely than the overall average to report poor or very poor health, there was also a disproportionate number of non-gamblers

who similarly reported poor or very poor health. This indicated that to some extent, health status is both a cause and a consequence of gambling activity.

Just as gambling problems may lead to poor health, so too health problems may render

some persons unable to gamble as much as they might otherwise (Wiebe et al., 2001, p. 69).

Information to be Obtained and Proposed Analysis


This study will provide information on the pros and cons of the implementation of a casino in North Bay. The research will demonstrate the effects on the social quality and the resident’s opinions of the project’s positive or negative impact on the community. This research will provide a reflection of the opinions of the people in North Bay. If a casino is built this would be a huge change, are the residents of the city on board with this project? Will this attraction improve tourism or improve social quality? Will this broaden social activities available in North Bay? The significance of these questions will determine the benefits of the implementation of a casino. This research is intended to ascertain the opinions of the community in regards a casino being built in North Bay.


There will be two methods used in our research, qualitative data collection method and measurement scaling. The qualitative data collection methods the researchers will use are: “In-store observation”, “Online focus groups with webcams”, and “Traditional in person focus groups”. The reason why we are using these three methods is they are all able to relate to people’s perceptions of life.

Researchers can sample easily, people are willing to spend a few minutes on the questionnaire. Other methods will usually have some unnecessary problem, such as the telephone interview method often interrupts the participants and the researchers may not realize. We chose the interval scaling method because the data collection more logical. Nominal and ordinal scaling do not provide enough detail for the research.

Sampling and Population

Seeking a richness of data about a particular phenomenon, the sample is derived purposefully rather than randomly (Tuckett, A,2004). Comack (2000) suggests that qualitative researchers use a small selective sample, and there will be some inclusion and exclusion criteria requirements.


-minimum of 18 years old (people who are above 18 years old can go to the casino)

-people who live in North Bay (the research are basically depends on the casino will be built in North Bay)


-under 18 people (they are not be allowed into casino, so the information collected will be invalid)

The participant will be chosen randomly first, but during the questionnaire section the researchers will get the information about the participant’s age range, and occupations. Therefore, the sampling plan is based on the age.

Survey design

A method 1 questionnaire was created below. There are 13 questions from general to in depth and will ask for opinions about casinos, and how the respondents feel about the casino coming to North Bay. The questions are mostly qualitative, open-end questions that allowed the participants to make additional comments.

The questionnaire will be given at the most popular malls in North Bay: North Gate Square and North Bay mall. The targets of this interview are people who are 18 years old and above. The preamble assured the participants of their anonymity and confidentiality, and that the research team, for research purposes, would use the collected data only. The questionnaire should be finished within 15 minutes to assure the participants are able to finish it without losing their patience.

We use method 2 in order to get information more systematically and numerically, which is a measurement scaling. The type of the scaling used is an interval scale. The questions asked are about how people feel about a casino coming to North Bay. There is a measurement line from 1-10 and the participants just need to circle their choices. Then, the researcher will use the data collected to calculate the mean, mode and frequency in order to show the trend and percentage of people’s opinions.

Data analysis

From the data collected from the questionnaire, the researchers can learn some detailed information. The questions in questionnaire are from general to more specific location based questions about North Bay. Questions about age, occupation, and gambling habits will help researchers to identify the different groups of samples. The later questions are collecting the detail opinions of the information related in North Bay. Therefore, the data can be analyzed by different samples and make it more logical.
The measurement scaling is a general data collection. The interval scaling can help the researchers identify the major opinion of setting up a casino in North Bay. From the data collected, the researchers can analyze the average scaling (mean), and which scale was select the most (mode). Therefore, the result will be obvious.

Sampling plan

Seeking a richness of data about a particular phenomenon, the sample is derived purposefully rather than randomly (Tuckett, A. (2004). A sample plan collects qualitative research about the very real complexities of the issue. Nurse Researcher. 12(1): 47-61). Therefore, the researchers should narrow the population group first. The first step of the sampling targets the people living in North Bay that will be affected by the casino. The second step should identify the knowledge level of the population. Everyone could be affected by the casino`s case, so from the different methods of the research, the sampling will be selected differently.

For the “In store interview”, the participants will be selected randomly first. However, there are several questions about general information in the researching questionnaire, and the researcher can use the information to sample the participants by age and current occupational position.

The researchers will select students from Nipissing University and Canadore College between ages 18-25 for the “Traditional in-person focus groups” and the “Online focus groups with webcams”. The young students in school are the a major part of the population in North Bay, and they are the group who will be affected by the casino the most easily. Therefore, the sampling focuses on the ages between 18-25.

The sample size should be calculated using the formula N/(N+n-1). However, for the in store interview, the researchers will select the participants randomly first, then classify them, so the formula cannot be used. Therefore, 100 people according the budget will design the size.


Method 1: Questionnaire Administration

Dear Sir/Madam,

I am a Nipissing University student presently doing a North Bay casino research project. I kindly request you to fill out the questionnaire below and assure you that the data generated shall be kept confidential.

1. Are you □Male □Female 2. What age range are you in? □18-25 □26-35 □36-45 □46-55 □56 or over

3. What is your current occupation?

□employed □unemployed □student □retried □homemaker 4. Do you currently gamble? □Often □Sometimes □Rarely □Never 5. What types of gambling are you familiar with? □Horse racing □Bingo □Casinos □Greyhound racing

6. Are you interested in casinos?

□yes □no 7. How often do you visit casinos? □Often □Sometimes □Rarely □Never

8. Do you know there will be setting up a casino in North Bay?



9. Would you happy with that?



10. Do you think a casino will increase tourism promote economics?



11. How will a casino affect the general population of North Bay?



12. How do you think a casino will affect the students in North Bay?



13. Do you think North Bay is a suitable location for a casino?



Method 2: Measurement scaling

Interval scale

On May 17th 2012, the city accepted the proposal to build a casino in North Bay. How do you feel about a casino in North Bay?

Not impressed really excited

1 2 3 4 5 6 7 8 9 10

Do you agree with building a casino in North Bay?

1 2 3 4 5

Strongly disagree Disagree Neutral Agree Strongly disagree

On the scale from 1-10, do you think a casino will affect North Bay positively or negatively?

Positive Negative

1 2 3 4 5 6 7 8 9 10


Duration Activities Time

Jan-07 Assignment outline .5 Day

Group meeting .5 Day

Jan-14 Conduct research 5 Days

Tri-council certificates 2 Days

Jan-21 Organize research 2 Days

research problem 1 Day

Jan-28 Literature review 3 Days

Information to be obtained 2 Days

Exhibits 2 Days

letters 1 Day

Questionnaire 1 Day

Feb-04 Finalize research proposal 1 Day

Introduction .5 Day

Feb-11 research proposal due

Feb-18 Begin research report

Feb-25 Methodology 2 Days

Sample plan 1 Day

Data collection analysis 3 Days

Mar-04 Analysis 2 Days

Conduct survey 3 Days

Mar-11 Discussion 0.25 Day

Reflection 0.25 Day

Conclusion 0.5 Day

Mar-18 Finalize report 1 Day

Begin Presentation 3 Days

Mar-25 Finalize presentation 1 Day

Apr-01 Report Due

Deliver Presentation

Totals Days 26.5 Days


Expenses Cost

Supplies $30.00

Stationeries $25.00

Printing $20.00

refreshments $120.00

Travel $80.00

Total $275.00

Participant Information Letter

Proposed North Bay Casino: Community Perceptions

Dear Participant,

This is an invitation for you to participate in a research study conducted by undergraduate students at Nipissing University and the impact of bringing a casino in to the city of North Bay and your feeling about how it will affect our community.


Susan McLeod Nipissing University School of Business 705-492-0016 Li Xiaoyu Nipissing University School of Business 705-840-0488 Danielle Simon-Newton Nipissing University School of Business 705-492-9646 Anuka Meegama Business School School of Business 705-978-1605


If you choose to participate, you will be asked to be involved in a 10-minute interview asking general questions about your interest and opinions about the possibility of a casino in North Bay. The interview will be measurement scaling and a questionnaire. Researchers for measurement purposes will record a record.


Apart from taking 30 minutes of your valuable time for our interview and recording it, we can foresee no risks to your involvement. You are free to decide if you want to participate in this research and you can withdraw from the interview at any point. If you decide to withdraw from the interview, the information you have provided will not be used for the research study. This study is a part of our group project in a research management course, which is supervised by Dr. Anahita Bergehe. This research study will be presented to the supervisor and any private information that you have provided will not be mentioned in the final report or any part of the research.


If you have any concerns or complaints regarding the way this research has been conducted, do not hesitate to contact any of the members of the research team or Dr. Anahita Bergehe.

Thank you for your Interest in this study.

Participant Information Letter and Consent Form

Research Project Title: _________

Dear President,

We would like to conduct a research on your university premises. We will survey students to find out the impact of bringing a casino to the city of North Bay, and how it will affect the economic and social structure. The undergraduate students in your university who are pursuing credits in a research management course will conduct this study.

The purpose of this research is to investigate if the casino idea and if it will be feasible to North Bay.

We are seeking approval to visit the school for one day. During this visit, our researchers would like to interview students for 15 minutes about their opinions of the impacts of building a casino in North Bay. In addition, we like to record all their interviews and collect some secondary data from the library.

This study is a part of our group project in research management class. We are supervised by Anahita Bergehe, PHD. This research study will be presented to Dr.Berghe and any of the private information that we obtain from the students provided will not be mentioned in the final report or any part of the research.

The students conducting this research have obtained their tri council certificates through the Canadian research ethics board. If you have any concerns or complaints regarding the way this research has been conducted, do not hesitate to contact the researcher team.

Please find the attached to this letter the participant letter information sheet.

If you need any further clarification or information, please do not hesitate to contact members of the research team.

Yours Sincerely,

Susan McLeod Nipissing University School of Business 705-492-0016 Li Xiaoyu Nipissing University School of Business 705-840-0488 Danielle Simon-Newton Nipissing University School of Business 705-492-9646 Anuka Meegama Nipissing University School of Business 705-978-1605


Bruzzese, J & Minshul, C. (2010). Municipal Study. Available from BMA Management Consulting Inc.

Canada, S. (2012). 2011 Census of Population (Census Profile). North Bay, Ontario (Code 0595) and Ontario (Code 35) (table). (Statistics Canada Catalogue no. 98-316-XWE). Retrieved February 9, 2013, from Statistics Canada recensement/2011/dp-pd/prof/index.cfm?Lang=E

Conrad, C.(2012). Proposed Casino Development. Retrieved 01 21, 2013, from City of North Bay.

The Mayor's Office of Economic Development (2007). Immigration Plan for the City of North Bay, Ontario. The Corporation of the City of North Bay, Ontario.

C.N. Watson and Associates Ltd. (2006). City of North Bay; Population, Household, and Employment Forecast, 2001-2031.

Tuckett, A. (2004). Qualitative Research; Sampling-The Very Real Complexities. Nurse Researcher. 12(1): 47-61

Wiebe, J., Single, E., Falkowski-Ham, A., & Council, F. G. (2001). Measuring gambling and problem gambling in Ontario: Canadian Centre on Substance Abuse, Responsible Gambling Council (Ontario) Toronto, Ontario.

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