PADM 7040 Nonprofit Management

Week 5 Chapter 5 Part 2Jerry 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.

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 Chapter 5. Acquiring and Using

Marketing Information.Marketing Information.

Chapter 6. Segmentation, Positioning and Branding.

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.

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)

“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

“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

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

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.

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

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.

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

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”

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

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