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MODEL FOR SURVEYING PARENTS AND YOUTH ABOUT OST

MODEL FOR SURVEYING PARENTS AND YOUTH ABOUT OST. Presented by Dr. Julie Pokela Market Street Research jpokela@marketstreetresearch.com. Why Conduct Marketing Research?. Improved decision-making in terms of: Identifying targets for OST programs Designing and structuring programs

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MODEL FOR SURVEYING PARENTS AND YOUTH ABOUT OST

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  1. MODEL FOR SURVEYING PARENTS AND YOUTH ABOUT OST Presented by Dr. Julie Pokela Market Street Research jpokela@marketstreetresearch.com

  2. Why Conduct Marketing Research? • Improved decision-making in terms of: • Identifying targets for OST programs • Designing and structuring programs • Developing effective communication strategies

  3. Model of OST Decision Making

  4. Are parents and kids interested in OST programs? • Prior research shows interest among both parents and kids • Interest is highest for K-3, is moderate for grades 4-10, and drops for grades 11-12 • Parents are looking for academic enrichment and something safe for kids to do • Kids are interested in fun things to do

  5. Are parents and kids aware of OST programs? • Awareness of OST programs varies from city to city • Parents and kids generally don’t think they have many options to choose from • Lack of awareness is a major reason for not participating in OST programs

  6. How do parents and kids perceive OST programs? • What kind of content do parents and kids want? • Parents and kids are interested in a wide range of content • Parents and kids are generally interested in homework help and tutoring as one aspect of OST programs • What kind of structure do parents and kids want? • Parents and kids generally prefer programs located in their neighborhood • Parents and kids having varying opinions on who should lead programs and whether they should be in a school or other location • Parents and kids want safe locations and active, involved leaders

  7. What are the barriers to participating in OST programs? • The major barriers from past research include: • Concerns about safety in the programs and traveling to and from programs • Transportation • Cost • Competing responsibilities

  8. How satisfied are parents and kids with OST programs? • Satisfaction with OST varies widely • Parents and kids are satisfied when programs are perceived as safe, fun, educational, and well-managed

  9. How to conduct research with parents and kids about OST programs? • Market Street Research is developing a manual on how to conduct marketing research on OST, with funding from The Wallace Foundation • The manual will be available in Fall, 2006 at: www.marketstreetresearch.com and www.wallacefoundation.org

  10. What will be in the manual? • An overview of the marketing research process • Workbooks on conducting secondary research, utilization research, focus groups, in-depth interviews, telephone surveys, in-person interviews, and self-administered surveys; and on developing a communications plan • Prototype materials for each workbook

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