Survey Research Study:Habitat for Humanity of Rhode Island-Greater Providence, Inc.

Faculty Advisor:

Dr. Anthony Fruzzetti

Research Team:

Michael CavallaroRose Gnatovich

Chad KellyJacqueline McKinnon

Jason SeraphinNatalie Shay

Maureen Spillane

20 November 2014

Table of Contents

Chapter 1: Introduction..............................................................................................3

Chapter 2: Background...............................................................................................5

Chapter 3: Methodology..............................................................................................7

Population of Interest and Sampling.......................................................................7

Questionnaire Design..............................................................................................7

Social Media......................................................................................................8

Product Categories............................................................................................9

Demographics....................................................................................................9

Distribution............................................................................................................10

Analysis..................................................................................................................11

Chapter 4: Findings...................................................................................................12

Chapter 5: Recommendations & Conclusion..........................................................13

Appendix A: Questionnaire......................................................................................14

Works Cited................................................................................................................16

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Chapter 1: Introduction

This study was conducted to test the information and recommendations outlined in the

previous report. The information to be obtained through conducting the previous study and this

study will generate suggestions for the opening of the new Habitat for Humanity ReStore in

Providence, Rhode Island, as well as improving existing ReStores. Insight was gained through

secondary research and data analysis of survey results.

The questionnaire was developed using information from previous research studies.

During the first research study, the team conducted in store observations as well as a social

media and web presence audit. With these first hand observations, the research team gained

insight into who the target market is due to the clientele that visited the Restore. The second

research study consisted of a focus group in which information from potential consumers was

gathered.

The data collected from the focus group was analyzed and as a result, the Social Media

Audit was proven to be the most discussed topic. Therefore, social media interactions between

ReStore and potential consumers serve as the most effective tactic in order to gain more insight

into choosing new ReStore locations.

ReStore recognizes the importance of both maintaining a relationship with each community, yet

still being able to expand their store locations without losing concern for the environment.

“Habitat for Humanity ReStores – A good deal for you, your community and the environment”

(habitat.org). Habitat for Humanity intends to inspire those who are less fortunate to rebuild not

only their home, but to raise hope for those who are less fortunate. The information obtained

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from the survey will provide suggestions to assist with the launch of the new ReStore and

improve existing ReStore locations.

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Chapter 2: Background

Beginning in January 2014, the team conducted a study on behalf of Habitat for

Humanity. The information obtained through conducting the study generated recommendations

for the opening of a new Habitat for Humanity ReStore in Providence, Rhode Island, as well as

improving existing ReStore locations. Initial research was conducted to gain background

information on the company, which originally was taken out of the Habitat for Humanity affiliate

operations model and the Annual Report in the beginning of November 2013.

The first research team performed in-store observations in six ReStore locations. Key

findings from the observational research report demonstrate the importance of a web presence. It

was determined that the content distributed from ReStores website, Facebook, and Twitter plays

a large role when influencing consumers to take actions on purchasing a product. It’s the

involvement on the web which gives ReStore a higher chance of assembling a broader customer

database and visibility in the secondhand store market. The findings from the observational

research report also made recommendations for locations of a ReStore in Providence that were

easily accessible to major highways and offer ample parking for consumers.

The team also searched through secondary resources, such as databases and scholarly

articles, in order to determine topics that Habitat for Humanity should focus on as they move

forward. The process was conducted primarily utilizing two methods of analysis: (1) thematic

and (2) content analysis. The focus group was conducted on Monday, April 22, 2014 from 7:15

pm to 8:45 pm at Portable Insights. The group consisted of nine participants. The topics

discussed were arranged into four categories: social media, merchandising, layout and product.

The purpose of the focus group was to gather qualitative data regarding specific aspects of

ReStore.

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Secondary sources significantly impacted the survey development. The survey design and

development was derived from the Habitat for Humanity international database, credible articles,

region databases and social media platforms. The survey was developed to be specific to Rhode

Island counties. The counties were selected according to the United States Census Bureau

database. The regions that appear on the survey are Providence, Kent, Washington, Bristol and

Newport. Using Rhode Island counties means the information collected would be the most

relevant to the Providence ReStore’s growth and development. The analysis of reach and

engagement upon social media platforms assisted in the development of market innovation. The

article titled 10 Things We Learn About Social Media User Charitable Habits provided insight

that aligned with and confirmed the original research objectives.

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Chapter 3: Methodology

Population of Interest and Sampling

The population of interest for the survey was men and women over the age of eighteen

who live in Rhode Island. According to the U.S. Census data, the estimate for the population of

interest is 837,000 people.

The sampling frame for the survey included Rhode Islanders in Habitat’s online network.

The only list available was an email list provided by Habitat for Humanity of Rhode Island-

Greater Providence, Inc. The remainder of the sampling frame comprised of an unknown amount

of people who were targeted through Habitat for Humanity of Rhode Island-Greater Providence,

Inc.’s social media platforms. Using this sample was the most cost effective method but resulted

in a nonprobability sample, meaning that a portion of the population was not given the chance to

take the survey. For example, potential ReStore customers who do not have a presence on social

media and who are not on the email list would not have been aware of the survey.

Questionnaire Design

Questionnaires allow for the accurate collection of information from a large number of

people. Apart from being user friendly, it is also the fastest, most efficient and cost effective data

collection technology. Both quality and structure were thoroughly deliberated when developing

the questionnaire so that the results obtained may be relevant, accurate and conclusive.

The questionnaire was generated using survey design software called Qualtrics Survey

Software. This platform was used to create the survey, collect responses, and ultimately to

analyze the data collected. The ease of use on Qualtrics both in the developmental stage and the

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implementation stage allowed for quick design and speedy dispersion of the questionnaire. The

questionnaire was distributed on three separate accounts and merged together after the data was

collected. Using this method, the platform remained free. Therefore upgrades were eliminated

from the system, as well as other factors that may have prevented the research from progressing.

The questionnaire content was derived from the previous focus group study. The research

team focused the study specifically in Rhode Island with those same demographics in mind. By

keeping the demographic questions inclusive, an accurate representation of the population would

be obtained. This allowed for a thorough all inclusive study with accurate representation of the

targeted population. Demographics within the population allowed the team to determine the

living environment and housing arrangement most relevant to ReStore’s potential consumer.

Social media strategy and product categories were the two major themes that we used as the

framework to this quantitative study.

Social Media

There were two questions regarding social media in the survey. The first was designed to

determine the frequency of posts ReStore followers would like to see on specific social media

platforms. Facebook and Twitter were chosen to be tested because Habitat for Humanity of

Rhode Island-Greater Providence, Inc. currently only has accounts on those two platforms.

Instagram was also chosen because of comments made during the focus group. The frequencies

were derived from secondary research such as The Social Media Frequency Guide by Warren

Knight. Knight stated that posting once a day is optimal for Facebook while posting three times

a day is optimal for Twitter. In addition, the client’s realistic ability to manage social media on a

daily basis was considered.

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The second social media question was designed to determine the frequency of social

media posts as they relate to specific content. The categories were derived from content

previously posted by other regional ReStore accounts as well as the recommendations from the

previous research study. The frequency scale is the same as the previous question.

Product Categories

The product question was designed to measure the purchase intent for specific categories

of secondhand goods. The categories used are consistent with Habitat International and ReStore.

The scale points which included five increments ranging from Very Unlikely to Very Likely

were chosen because it is the most direct way to learn which types of products the population is

likely to buy. With this measurement, the research team would be able to develop

recommendations regarding the types of products the Providence ReStore should carry.

Demographics

Each demographic question was included in order to (1) gain a comprehensive profile of

our audience and (2) begin to develop meaningful insights for the marketing strategy based on

their demographics. Prior to developing the demographic questions, the team conducted

background research in order to gain a general understanding of the appeals and varying decision

making process of different demographic segments. One of the most relevant sources the team

referenced was Well’s and Guber’s Family Life Cycle Concept. Questions that asked about

gender, age, and living situation were all created to provide further insight into the different

attitudes and behaviors of each variant combination. Similarly, the housing arrangement question

was designed with the intent to see the relationship between renting, home ownership, or rental

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property ownership and their attitudes and preferences. A geographic question was also

comprised to provide valuable information about where particular respondents live in Rhode

Island. The five counties the team selected were Providence, Kent, Washington, Bristol, and

Newport as well as an option to select “Other” which created an all inclusive scale.

Distribution

The survey was launched on Thursday, October 23, 2014. Data collection continued until

____________. The primary distribution method used was social media while the secondary

method was through a mass email list provided by Habitat for Humanity of Rhode Island-Greater

Providence, Inc.

Tweets were scheduled to post once a day via Habitat for Humanity of Rhode Island-

Greater Providence, Inc.’s account, @HabitatProv. In order to increase @HabitatProv’s reach, a

collection of the tweets were targeted specifically at other Twitter handles that the research team

and Habitat for Humanity team determined had an audience similar to @HabitatProv. Tweets

were posted by the research team on behalf of the client. Posts that included a link to the survey

as well as accompanying copy that varied with each post were scheduled to post once a day on

the client’s Facebook page. Facebook posts were also made by the research team on behalf of the

client. The times at which each Tweet and Facebook post were scheduled were determined

according to the Facebook insights for the Habitat for Humanity of Rhode Island-Greater

Providence, Inc. page.

The secondary method of distribution was direct email using a contact list provided by

the client. This list consisted of Habitat for Humanity of Rhode Island-Greater Providence, Inc.

volunteers. A mass email containing the link to the survey was sent on November 6, 2014. A

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second mass email was sent on _______. The emails were sent via the client’s official email

address in order because email recipients tend to be more comfortable opening emails from

trusted or familiar email address.

Analysis

[Pending Results]

-How the measurements were calculated

-Statistical techniques

-Frequency Distributions

-Cross Tabulations

-MOE

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Chapter 4: Findings

[Pending results]

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Chapter 5: Recommendations & Conclusion

[Pending results]

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Appendix A: Questionnaire

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Works Cited

Finnegan, Connor. "10 Things We Learned About Social Media Users' Charitable Habits.”

Mashable. Mashable, 19 Sept. 2014. Web. 13 Nov. 2014.

<http://mashable.com/2014/09/19/social-media-habits-charity/>.

"Habitat's Vision: A World Where Everyone Has a Decent Place to Live." Habitat for Humanity

Int'l. Habitat For Humanity International, 1 Jan. 2014. Web. 13 Nov. 2014.

<http://www.habitat.org>.

Knight, Warren. "The Social Media Frequency Guide: How Often Should You Post?"

Social Media Today. Social Media Today, 17 June 2014. Web. 13 Nov. 2014.

<http://www.socialmediatoday.com/content/social-media-frequency-guide-

how-often-should-you-post>.

"State & County QuickFacts: Rhode Island." United States Census Bureau. United States Census

Bureau, 8 July 2014. Web. 13 Nov. 2014.

<http://quickfacts.census.gov/qfd/states/44000.html>.

"Qualtrics: Online Survey Software & Insight Platform." Qualtrics. Qualtrics, LLC, 1 Jan. 2014.

Web. 13 Nov. 2014. <http://www.qualtrics.com>.

Wells, William D., and George Gubar. "Life Cycle Concept In Marketing Research."

Journal Of Marketing Research (JMR) 3.4 (1966): 355-363. Business Source

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Complete. Web. 13 Nov. 2014.

<http://0-web.b.ebscohost.com.helin.uri.edu/ehost/detail/detail?

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40b95cba2816%40sessionmgr112&hid=109&bdata=JnNpdGU9ZWhvc3QtbGl2

ZSZzY29wZT1zaXRl#db=bth&AN=5005064>

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