Honors Program Theses


Open Access Honors Program Thesis

First Advisor

Dan Bumblauskas, Advisor


Central business districts--Iowa--Cedar Falls; Businesspeople--Attitudes; Consumers--Attitudes;


Cedar Falls, Iowa is a small town of approximately 40,000 people, which has a traditional Main Street district, lined by historic buildings filled with shops, restaurants, offices, and apartments alike (“Current Cedar Falls, Iowa Population, Demographics and Stats”). This main street district is managed by an organization called Community Main Street. Cedar Falls Community Main Street (CMS) has done extensive research to gain an understanding of their market by surveying customers. However, they lack information on their business owners and managers’ opinions. This study focused on surveying area business owners to provide valuable information about business leaders’ opinions to Community Main Street to be used in future recruitment and development decisions. By collecting business owner opinions and comparing them with past research on customer opinions, this study conducted what is referred to as a gap analysis between the opinions of each party. This analysis was conducted to demonstrate whether business owners have a good understanding of their market. The study showed that CMS business owners have a good understanding of their market and that their perceptions align with their customers’ thoughts.

Year of Submission



Department of Management

University Honors Designation

A thesis submitted in partial fulfillment of the requirements for the designation University Honors

Date Original


Object Description

1 PDF file (30 pages)



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