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PADM 7040 Nonprofit Management

PADM 7040 Nonprofit Management. Week 5 Chapter 5 Part 2 Jerry Merwin. Week 5 Overview. Readings: Andreasen & Kotler Chapter 5 Acquiring and Using Marketing Information . Golembiewski & Stevenson Case 25 The Homeless Just Need a Fighting Chance.

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PADM 7040 Nonprofit Management

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  1. PADM 7040 Nonprofit Management Week 5 Chapter 5 Part 2 Jerry Merwin

  2. Week 5 Overview • Readings: • Andreasen & Kotler Chapter 5 Acquiring and Using Marketing Information . • Golembiewski & Stevenson Case 25 The Homeless Just Need a Fighting Chance.

  3. Strategic Marketing for NonProfit Organizations • Part II. STRATEGIC PLANNING AND ORGANIZATION. • Chapter 3. Strategic Marketing Planning. • Chapter 4. Understanding Consumer Behavior. • Chapter 5. Acquiring and Using Marketing Information. • Chapter 6. Segmentation, Positioning and Branding.

  4. Strategic Marketing for NonProfit Organizations Chapter 5 • Acquiring and Using Marketing Information • James F. brings us the presentation this week for Part 1 of chapter 5. • Continue in this presentation for the rest of the chapter.

  5. Strategic Marketing for NonProfit Organizations Chapter 5 • Making Research Useful – The Backward Research Process (P.129) • Why do they call this “backward research” process? • It starts where many organizations end the research process • See Figure 5-3 (P.130) in Andreasen & Kotler for the “Backward Marketing Research” process: (continued on the next slide)

  6. “Backward Marketing Research”Figure 5-3, P. 130 in Andreasen & Kotler • Determine key decisions to be made using research results • Determine information management needs to make best decisions • Prepare prototype report, ask management if this will help • Determine analysis necessary to fill in report • Determine questions to provide data by analysis • Have needed questions have been answered already? • Design the sample • Implement the research design • Analyze the data • Write the report • Assist management in implementation of results • Evaluate the research project

  7. “Backward Marketing Research” • Process requires close collaboration between researchers and management • Seems slow, but will result in lower cost and higher effectiveness • Might not do research if early stages show management will not change plans

  8. Backward Research Steps 1 & 2 • Key is to identify decisions to be made and then information needed • Might avoid gathering data to decide or plan to do something that might not be actionable (see examples pp 131-132) • Instead need to consider how marketing might change if information is provided

  9. Backward Research Step 3 • Why would researchers design tables before collecting data? • This might be where the “backward” part starts to make sense. • Andreasen and Kotler are suggesting hypothetical tables be made by the researchers to ask managers if this is what they want… • Note the examples in the book on this topic.

  10. Backward Research Step 4 • How is the report useful in planning the research? • Researchers can determine the analysis from the report. • Does not have to be multivariate analysis • Judge analysis by management comfort with statistics

  11. Backward Research Steps 5 - 7 • How does the backward approach get researcher and manager closer together on developing questions and sample? • See page 133 for example of how tables and the manager’s response gave clearer direction to researchers on respondents. • Also see some other examples in this section related to clarifying the manager’s interests in using data and sampling methods.

  12. Backward Research Steps 8 – 10 & 11 - 12 • What happens in later steps that is different? • More like traditional method sequence • Researcher does not just leave report for manager to use – continues to be involved to determine use of data (Page 134) • Also -> evaluate the project to discuss possible improvements for future projects

  13. What are some low-cost methods? • Qualitative Research (pp 134-136) • Individual depth interviews • Focus groups • See Figure 5-4 on page 135 to see the “Which to Use” guide • Also, Figure 5-5 on pages 136-137 for “Suggestions”

  14. Low-Cost Methods (Continued) • Experimentation • Reduce bias associated with surveys and qualitative methods • See examples on page 137 • Convenience Sampling (Page 138) • Snowball Sampling • Piggybacking

  15. Low-Cost Methods (Continued) • Volunteer Field Workers • Student Projects • Secondary Sources • See list of data sources on page 139 • Board of Directors • Choose marketing/advertising professionals for board to get help

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