Lifeline puppy rescue research report

Lifeline Puppy RescueA Market Research Project

By: Jordan Baham, Jonathan Cao, Deonnah Carolus, Dan Feldman, Alix Gorshow,Keith Jellick, Christopher Kraich, Chad Lehl, Jarren McClendon, Taylor Pickering,

Matt Ramey, Morgan Swaney, Taylor Swanson, Laura Tschida, Cynthia Watts

ContentsThe Decision Statement and Research Objectives for the project that will be addressed in the qualitative study........................................................................3

Lifeline Puppy Rescue

Brief Description of the Target Audience..............................................................3

Description of Methodology: What type of qualitative study will you conduct? Why?.....................................................................................................................3

Process for Recruiting Participants.......................................................................4

Details of Implementation: Where, when, what roles will each team member fulfill?....................................................................................................................4

Research Guide: List of questions, approach, and timing.....................................4

Qualitative Report....................................................................................................6

Introduction..........................................................................................................6

Overview of Data Collection.................................................................................6

Summary of Results..............................................................................................6

Conclusion.............................................................................................................7

Survey Draft Process................................................................................................9

Data Analysis..........................................................................................................10

Initial Adoption...................................................................................................10

Follow-Up After Adoption...................................................................................10

Volunteer and Employee Role Definition............................................................11

Operational Process and Issues..........................................................................11

Operational Process and Issues: Adoption Process.............................................13

Conclusion...........................................................................................................14

Analysis Draft Coding Sheet and Analysis Plan.......................................................16

Coding Sheet Key...................................................................................................23

Frequencies.........................................................................................................23

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Life Line Puppy Rescue Proposal

The Decision Statement and Research Objectives for the project that will be addressed in the qualitative study

Our Research Objectives are to gain a better understanding on how and why customers

are having a negative experience when adopting a puppy from Lifeline Puppy Rescue. We would

like to find out the internal and external issues that the consumer is facing while engaging in the

adoption process, and then evaluate from both point of views. We also hope to gain more

knowledge about their brand image from an external point of view by receiving customer

feedback. Areas of research will include:

1. Initial adoption

2. Follow up after adoption

3. Volunteer and employee role definition and training

4. Operational process and issues

a. Adoption process

Brief Description of the Target AudienceThe target audience of Lifeline Puppy Rescue is people who are dog and puppy lovers

and looking to grow their family with the addition of a four legged friend. This specifically

includes young and middle aged couples and families. Families with kids that are over the age of

6 is a better fit but Lifeline will not turn people away. They are also targeting single people that

want to add a companion to their lives. What sets Lifeline apart from other pet stores is the fact

that they are a rescue. This means that they are looking to attract customers that want to save a

life and help a rescue.

3


Description of Methodology: What type of qualitative study will you conduct? Why?

We will be conducting an interview to gain data on customers’ experience when they

come to adopt/rescue at Lifeline Puppy Rescue. We will interview customers when they walk out

of or into the adoption facility. By doing this, we can record accurate data about their

experiences with Lifeline and the adoption process. Also, we are creating a focus group to get

more data from previous adopters from Lifeline. With this data, we can better understand if and

why there is a negative customer experience and what actions can be taken to correct this

perception.

Process for Recruiting ParticipantsOur process for recruiting participants will consist of the team using the available email

database and sending inquiries about participating in our surveys. Also, the team will be there on

adoption days to recruit participants face to face. Of course, because tension seems to run high

on adoption days, we will try to focus on keeping our conversations light for the participants.

The goal is to help understand the process from the adopter’s point of view, while not adding an

extra burden to the process.

Details of Implementation: Where, when, what roles will each team member fulfill?

Jonathan, Taylor, Cynthia, Jordan, and Laura performed the qualitative research and

summarized their results in the qualitative study. This group is responsible for writing the

proposal, conducting the research, and writing the report. Daniel, Alix, Deonnah, and Jarren

were in charge of the survey development. They created the format and coordinated the pre-

testing for the survey. Chad, Jordan, Chris, Taylor, and Cynthia collected the survey data. They

will be organizing incoming data from the research. Morgan, Chad, Jarren, Alix, and Chris were

in charge of analyzing the data. They determined the strategy for data analysis. Taylor, Laura,

Matt, Taylor and Keith created the final presentation and project report and presented their

findings to the class.

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Research Guide: List of questions, approach, and timingWe approached the participants after they finished the process of adopting a puppy or

while they were waiting for the mandatory adoption class to begin. After that we asked them

several questions about their experience with Lifeline Puppy. Our list of questions included:

-Is this your first time adopting a dog? From Lifeline Puppy Rescue?

-How did you hear about Lifeline Puppy Rescue?

-Do you own other pets? If so, how many and what of?

-What was your first impression when walking into Lifeline Puppy Rescue?

-Did you find the volunteers to be helpful?- Do you have any recommendations on how

they could better help your needs next time?

-Internally or externally suggestions?

-How long did your adoption process in total take?

-Was this a positive or negative experience and why?

-Would you come back again to adopt? Recommend us to others? Become a volunteer?

Donate in the future?

-What could we change to make your experience and the experience of future customers

more pleasurable?

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Qualitative Report

IntroductionOur main research objective is to understand the cause or causes of the negative customer

experiences at Lifeline Puppy Rescue. The key areas that we are focusing are the initial adoption,

the follow up after adoption, and the operations that may affect the adoption process. We

conducted direct observations and interviews with future adopters, in order to gather data about

the overall customer experience. We have also researched secondary sources from various

websites such as Yelp, Yellowpages, and Google Reviews. These sources helped us define some

of the negative image problems. With the information we gathered, we evaluated the adopter’s

experience, so that the negative experiences can be mitigated.

Overview of Data CollectionWe conducted our qualitative study by formatting a list of questions that pertained to our

current research objectives, and then we conducted short interviews with the adopters subsequent

to the adoption process. We chose to conduct these interviews after the customers completed the

adoption process, so that the responses would be instinctive and accurate. We felt that ‘live’

interviews were most appropriate because we also were able to view the facilities. This hands on

approach was successful for gathering data. Each interview took no longer than ten minutes as

we did not want to delay the customer longer than necessary. Approximately ten people were

interviewed following the adoption process. We administered these interviews on Saturday,

September 28th, 2013.

Summary of ResultsFrom the results of the qualitative research, almost all of the customers that were

interviewed were either in a relationship or had a family with children. Many of the subjects’

first impressions of Lifeline were that the area was nice and open, but also looked tattered. One

specific customer mentioned that the appearance of the front entrance of Lifeline made the

premises “eerie” to begin with. Almost everyone interviewed heard about Lifeline from friends

or family by way of recommendations.

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We have found that the process for adopting the puppy is too long, according to the

customers. One of the reasons why this is a long process is because adopters are required to

attend a class about training and medical information about their puppies before they leave.

Several customers mentioned that the orientation/class was too long and involved too much

information, as the adopters are anxious to get their new puppy home. It was also mentioned the

class instructor talks too fast for all the information to be processed. We observed the adoption

process from beginning to end and noticed that for the adopter, the process took up to two hours

from arrival to departure with a puppy.

Another observation we found is that it is confusing to get help because customers were

not sure who the volunteers were. The lack of name tags or volunteer shirts could be a cause of

this, but generally all customers stated that the volunteers were helpful.

Every customer interviewed stated that they would absolutely recommend Lifeline to

other people interested in adopting or rescuing a puppy. Where only half of the customers

interviewed said they would become a volunteer, all of them said they would donate to Lifeline.

ConclusionIn conclusion, our research is designed to gain a better understanding on how and why

customers are having a negative experience. From this research we found that there were five

main problems:

● The first impression of the facility

● The lack of differentiation between volunteers and customers

● Not all the volunteers being fully trained

● The lack of organization

● The adopter training class

○ The length

○ The amount of information

○ The pace of the presenter

Even with these issues we still found that many adopters had an overall positive

experience and would come back to Lifeline Puppy Rescue to adopt or donate.

Moving forward into the next part of our study we used this information to create a

survey that will be sent to past adopters. We will ask questions that cover the topics of initial

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adoption, follow up after the adoption, and the processes that may correlate to a negative

experience. Our end goal is to give Lifeline recommendations on how to make the adoption a

positive experience from beginning to end.

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Survey Draft Process

The way we went about gathering the questions for the survey was through qualitative

research. We went to Lifeline and observed the step by step process that the customer goes

through to adopt their puppy. During the teams visit we observed wait times, puppy interaction,

the selection process, and the adoption class. When we were ready to start drafting the actual

survey, we wanted to focus our questions around the overall adoption process including; what

the customers overall perception was, the quality of their interactions with the staff and

volunteers, the wait time, and the post adoption session. By focusing on these aspects and the

overall customer experience, we wanted to design the survey in such a way that it would provide

data that would reflect how Lifeline could improve the adoption experience.

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Data Analysis

Initial AdoptionThe first question in the survey regarding “initial adoption” used an ordinal category

scale that assessed level of satisfaction with the adoption process, adoption paperwork, and

promptness. We used this scale structure to allow the respondents flexibility in ratings. Of 346

respondents an overwhelming majority responded that they agreed or strongly agreed that their

service was well structured, organized, and prompt.

Some of the most encouraging results include a majority of respondents” strongly

agreeing” that the puppies appeared healthy, clean, well fed, and well cared for. Additionally an

even amount of respondents either “agree” or “strongly agree” that the price of the puppy was

reasonable and a majority “agreed” that there was a wide variety of puppies to choose from.

Follow-Up After AdoptionThe health of your new puppy is of great concern at Lifeline Puppy Rescue, and Lifeline

can proudly represent that of 284 responses concerning the puppy’s health, 149 or 52.46%

customers have experienced 0 health problems within the first 6 months of adopting. 174

customers or 61.70% experienced 0 health problems with their puppy 6 months to a year after

their adoption. Less than 2% of the respondent’s experienced more than 3 puppy health related

problems within a year of their adoption. Lifeline can be proud and capitalize on the fact that the

majority of the puppies they intake have had little to zero health problems.

Lifeline Puppy Rescue relies a lot on returning customers for their cliental; more than

60.07% of customers are returning customers. Of the results, 27.11% have adopted more than

twice from Lifeline. Only 5.86% of Lifeline customers have never adopted before. From the

survey results we were able to conclude that Lifeline’s main source of revenue is generated from

returning customers and not through new customers.

The after adoption follow up process was found to be important amongst customers.

Many customers expressed their concern for an after adoption follow up. The majority of

customers would prefer a follow up via email then phone in means of contacting when receiving

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a follow up check –up in regards to their new puppy. Customers from Lifeline would like to be

contacted within the first year of their adoption.

When it came to why the customer would recommend Lifeline Puppy Rescue to a friend

or family the most important reasons respectively in order were, my puppy, the health of the

puppy, the variety of puppies, the helpfulness of the staff, the cleanliness of the facility, the

helpfulness of the volunteers, the organization of the staff and volunteers, size of the facility and

then other. The majority of responses from customers answered that they would agree to

strongly agree that they would recommend us to others

Volunteer and Employee Role Definition85.6% of people believed that the presenter in the adoption session was informative. An

overwhelming majority of respondents agreed that the adoption staff and volunteers were able

and willing to assist with the customer’s adoption. They found the volunteers to be friendly and

easy to identify.

Next we felt that it was appropriate to evaluate the level of satisfaction for the adoption

session length. The most common selection was “Satisfied” with 42% followed by “Neutral”

(25.5%) and “Very Satisfied” (23.53). While it is encouraging that “Satisfied” was the largest

response, over one third of the respondents felt a satisfaction level of “neutral” or less.

Though not everyone believed that the length of the session was “satisfying”, 78% of

respondents believed that the session was informative and 63% believed it was necessary. It may

appear that an agreeably informative session that is too long could be a worthy trade off but after

our regression analysis we found that length of the adoption session was strongly correlated to

likelihood of customers recommending Lifeline to others.

Operational Process and IssuesTo evaluate the overall adoption process, we asked respondents questions referring to the

initial introduction of customers to Lifeline’s operation. The most common way that customers

were informed about Lifeline was through and online search for information ranking at 38.04%.

The second and third most prevalent ways consumers were informed about Lifeline was through

a friend or the actual Lifeline website at 23.63% and 17.29% respectively. The least significant

way to learn about Lifeline according to our respondents was through print advertisements.

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Our survey addressed the issue of the ease of locating the Lifeline establishment. The

general consensus resulted that on a scale from not being able to easily locate to locating with

ease ranked from one to five, majority resulted in a four being slightly less than extremely easy

to locate. The average recorded in at a 4.75 from 125 respondents out of a total of 345. Only five

respondents found it very inconvenient to find, and only 26 found it less than average to identify.

99 respondents found the property neither easy nor difficult to discover.

We inquired from respondents how the company could better advertise their space and

make it more convenient to locate. They were asked to rank different choices such as website

maps, directions, and more frequent or larger signs according to their preference. The results

favored having a larger sign for the location to be more apparent from the road. This option had

the most respondents but the second highest average. The highest average with the second most

respondents was for Lifeline to have more signs along the route. Having a map on the website

and better directions on the website were less important ranking below being easy to find.

Our survey addressed the overall satisfaction of Lifeline’s customer’s experiences in

different areas of the process. Respondents were asked to rank the training class, the

convenience, staff and volunteers, communication with Lifeline, and the follow-up process. The

general consensus on the training class was that most respondents were neutral or neither very

satisfied or very dissatisfied. They rated the satisfaction of the convenience of the Lifeline

process as satisfying. The staff and volunteer experience was the highest level of satisfaction

with an average response of satisfied but the highest amount of very satisfied customers. The

experience with the level of communication with Lifeline was generally satisfied, but also had

the greatest amount of respondents that were very dissatisfied. The lowest average level of

satisfaction is in regards to the follow-up process where with the highest level of respondents to

the survey question, majority of the respondents were either neutral or had some level of

dissatisfaction with the after adoption process.

Respondents were asked about the ease of the communication process with the Lifeline

team. Customers evaluated the company as being fairly average on being able to get in touch

with someone from Lifeline, finding it neither extremely easy nor difficult to contact them.

According to our descriptive statistics model from running a basic data analysis using SPSS, the

standard deviation for this question was .989. This shows that the ease of communication had no

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significant impact on the customer experience of respondents. Majority of respondents found it

relatively easier to communicate with the staff and volunteers opposed to being a difficult

process. Respondents didn’t seem to have an overwhelmingly time connecting with Lifeline.

When inquiring about the most used forms of communication between respondents and

Lifeline the most substantial channels used were through phone and email. There were a large

percentage of respondents who did not engage in any contact with the company at 34.72%. The

use of the Lifeline website and Facebook were substantial less frequently utilized, Facebook

being used only 2.78% of the time. Some respondents did engage in multiple types of contact

with the organization.

Operational Process and Issues: Adoption Process We gauged the amount of time that it took for the organization to respond to the

customers who had communicated with Lifeline. Respondents were contacted mostly within the

same day, one day, or one week following their initial contact attempt rating at 21.91%, 34.27%,

and 24.72% respectively. For some it did take around two weeks, three weeks, one month, or

more than one month, but this was not a large area of concern. The response that did stand out in

a negative light was that 14.61% of respondents shared that they never received any type of a

reply from Lifeline after contacting them. This is certainly an area that should be considered for

improvement to guarantee satisfaction and customer loyalty.

Addressing our objective of ensuring customer satisfaction throughout the adoption

process, we included questions in our survey that focused on who our respondents and the

Lifeline clientele are. We found that the households that Lifeline puppies reside in usually have

two to three people at an overwhelming majority of 66.79%. The next most occurring response

consisted of households with four to five residents. Roughly 9.49% of respondents shared that

they were the only resident in their home followed by only four respondents whose homes

contained six to eight people. The conclusion can be made that the target market Lifeline best

caters to is couple or family sized households with multiple residents.

Further evaluating the target market that Lifeline appeals to, we asked respondents how

many children they have. Surprisingly, 59.85% of respondents have no children. The next

highest response came from those with two children at 15.69%. 14.23% had only one child and

8.39% had three kids. There were only four people who had four children, and one person who

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had five or more children. This solidifies that the target that Lifeline most appeals to is couple

and family oriented households.

The household income level of respondents was relatively across the board. The average

household income was just over $75,000. There were only sixteen of 259 respondents who had

less than a $25,000 annual salary. The majority of responses came from customers who have a

household income of $101,000 or more at 27.41%. The $26,000 to $50,000, $51,000 $75,000,

and $76,000 to $100,000 household income ranges had 23.55%, 24.32%, and 18.53%

respectively. Clearly the Puppy Rescue clientele have above average household income levels.

ConclusionOverall our findings on Lifeline Puppy Rescue have been extremely positive. Every

component of the Lifeline adoption process has been positive for customers. People have a

pleasant experience viewing and selecting puppies, believe that the facilities are clean and that

the puppies are well taken care of, think that the Basic Training Course is informative and

valuable, and now have a happy, healthy puppy in their homes.

After reviewing our qualitative and quantitative results we have a few recommendations

that we believe will help Lifeline Puppy Rescue. The biggest suggestion that our research

supports is a need for a follow up within a year. With a follow-up lifeline establishes a new

channel of communication. If this channel is well maintained than Lifeline customers are more

likely to recommend the rescue to other potential customers. There are two dominant means that

people want to be reached. If Lifeline decides to incorporate an immediate follow up (within 1

week to one month) customers prefer to be reached by phone call. If the follow up time line is

between 1 and 6 months, customers prefer to be contacted by email. A majority of customers

prefer to be contacted between one week and three months so our research suggests that either an

email or email system would be received well. Due to a small staff, it may be more feasible to

establish a single email distribution system that is queued when new adoptions are entered into

the Lifeline databases. Please refer to the following charts for further information:

Another aspect that could benefit Lifeline Puppy Rescue would be more, larger signs.

Both our quantitative analysis and data analysis indicate that the first impression of the facility

appeared tattered and some people had a difficult time recognizing the actual building. More

signs could help establish a newer, renovated brand image to prospective and visiting customers.

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Large signs would further reinforce a new renovated brand image and could potentially draw in

the local population that is considering a new addition to their family.

Our qualitative analysis indicated that employees and volunteers were difficult for the

customers to identify. A simple, inexpensive fix for this problem would be giving staff members

a t-shirt or name tag. Name tags could be a good decision because they are cheap, replaceable,

and effective identifiers for a volunteer core that may have a high turnover. T-shirts could also be

a good idea. Although they are more expensive, it adds a new channel of marketing as volunteers

could potentially wear their shirts in different areas of Denver that may not have exposure to

Lifeline Puppy Rescue.

Finally, there is a strong statistical correlation between customer recommendation and

word of mouth marketing with volunteers being able and willing to assist customers. We believe

that this is easily achievable with the addition of staff shirts and/or name tags. By eliminating

staff recognition confusion, customers can easily find volunteers and staff that can help them.

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Appendix A:

Analysis Draft Coding Sheet and Analysis Plan

1. LEARN Frequency distribution

1 friend

2 family

3 website

4 online search

5 print ad

6 other

2. ELOCAL Frequency distribution, Cross-

tab with FIND

1 got lost

2 not easy

3 neutral

4 easy

5 very easy

3. FIND1 (larger sign) Frequency

distribution, Cross-tab with each other

FIND2 (signs)

FIND3 (map)

FIND4 (better directions)

FIND5 (other)

4. A. FACIL1 Mean, linear regression with

all FACIL and recommend as dependent var

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

4. B. FACIL2 Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

4. C. FACIL3 Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

5. A. PROC1 Mean, linear regression with

all proc and recommend as dependent var

1 strongly disagree

2 disagree

3 neither

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4 agree

5 strongly agree

5. B. PROC2 Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

5. C. PROC3 Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

6. TCLASS (1 - 4 worst - best) Mean

TIME 1 - 4

QUALITY 1 - 4

NECESS 1 - 4

PRESENT 1 - 4

7. CLENGH Mean, linear regression with

cinfo being dependent???

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

8. CINFO Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

9. CNECES Frequency distribution,

ANOVA with cinfo being dependent??

1 unnecessary

2 neither

3 necessary

10. CPRES Frequency distribution, ANOVA

with clengh being dependent??

1 uninformative

2 neither

3 informative

11. A. STVO1 (able to assist) Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

11. B. STVO2 (easy to identify) Mean

1 strongly disagree

2 disagree

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3 neither

4 agree

5 strongly agree

11. C. STVO3 (Friendly) Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

11. D. STVO4 (difference between staff and

volunteer) Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

12. A. PUP1 (variety) Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

12. B. PUP2 (price) Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

12. C. PUP3 (healthy) Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

12. D. PUP4 (clean) Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

12. E. PUP5 (well fed) Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

12. F. PUP6 (well cared for) Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

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13. HEALTH1 Mean

0 - 0

1 - 1

2 - 2

3 - 3

4 - 4

5 - 5+

6 does not apply

14. HEALTH2 Mean

0 - 0

1 - 1

2 - 2

3 - 3

4 - 4

5 - 5+

6 does not apply

15. CONTACT1 Mean

1 very difficult

2 difficult

3 neutral

4 easy

5 very easy

16. CONTACT2 Frequency distribution

1 phone

2 website

3 email

4 facebook

5 other

6 i did not try to contact lifeline

17. REPLY Frequency distribution

1 - same day

2 - 1 day

3 - 1 week

4 - 2 weeks

5 - 3 weeks

6 - 1 month

7 - more than 1 month

8 - never received reply (this is a

conditional question if 6 was

selected in 16 this question does not

show)

18. FOLLOW1 Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

19. FOLLOW2 Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

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20. A. WHEN1 within first week Frequency

distribution, Cross-tab with all WHEN

(These are all filtered that if a follow up is

important)

1 phone

2 text

3 email

4 mail

5 in-person

20. B. WHEN2 with first month Frequency

distribution

1 phone

2 text

3 email

4 mail

5 in-person

20. C. WHEN3 within 3 months Frequency

distribution

1 phone

2 text

3 email

4 mail

5 in-person

20. D. WHEN4 within 6 months Frequency

distribution

1 phone

2 text

3 email

4 mail

5 in-person

20. E WHEN5 within first year Frequency

distribution

1 phone

2 text

3 email

4 mail

5 in-person

20. F. WHEN6 after first year

Frequency distribution

1 phone

2 text

3 email

4 mail

5 in-person

21. A. OVERS1 training class Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

21. B. OVERS2 convenience Mean

1 strongly disagree

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2 disagree

3 neither

4 agree

5 strongly agree

21. C. OVERS3 staff and volunteers Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

21. D. OVERS4 follow up Mean

1 strongly disagree

2 disagree

3 neither

4 agree

5 strongly agree

22. RECOMMEND Mean, ANOVA with

whyrec & whynrec (these as indep vars)

1 very unlikely

2 unlikely

3 undecided

4 likely

5 very likely

23. WHYREC rank 1 - 10, least important -

most important Frequency distribution

RMPUP

RHELPS

RHELPV

RORG

RCLEAN

RSIZE

RVARPUP

RHEAPUP

ROTHER

24. WHYNREC rank 1 - 10, least important

- most important Frequency distribution

NMPUP

NHELPS

NHELPV

NORG

NCLEAN

NSIZE

NVARPUP

NHEAPUP

NOTHER

25. TIMES

1 - 1

2 - 2

3 - 3

4 - 4+

5 - i have not adopted a puppy from

lifeline

26. PUPWHEN Frequency distribution

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1 - today

2 - less than 6 months

3 - 6 months to a year

4 - one year to two years

5 - two years or more

27. HH

1 - 1

2 - 2 or 3

3 - 4 or 5

4 - 6 or 8

5 - 9+

28. KIDS

1 - none

2 - 1

3 - 2

4 - 3

5 - 4

6 - 5+

29. INCOME Frequency distribution

1 - less than $25,000

2 - $26,000 - $50,000

3 - $51,000 - $75,000

4 - $76,000 - $100,000

5 - $101,000 or more

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Coding Sheet Key

Frequencies Compare “puppy questions” (PUP1, PUP2, PUP3, PUP4, PUP5, PUP6) to

“recommendations” (WHYREC and WHYNREC) - Factorial ANOVA or Logistic

Regression

Compare “children in the home” (KIDS) to “recommendations” (WHYREC and

WHYNREC) - Factorial ANOVA or Logistic Regression

Compare “overall experience” (OVERS1, OVERS2, OVERS3, OVERS4) to “contact of

Lifeline” (CONTACT1 or CONTACT2) - Factorial ANOVA or Logistic Regression or

Linear Regression

Compare “follow-up” (FOLLOW1 and FOLLOW2) to “contact” (CONTACT1 and

CONTACT2) - Factorial ANOVA or Logistic Regression or Linear Regression

Compare “health of puppy” (HEALTH1 and HEALTH2) to “recommendations”

(WHYREC and WHYNREC) - One-way ANOVA

For the categories: “overall adoption process was structured” (PROC1), and “adoption

paperwork was organized” (PROC2) and the “adoption process was completed and

promptly” (PROC3)- We will find the mean.

“I was satisfied with the length of the adoption session” (CLENGH) - We will find the

mean.

Compare “I was satisfied with the length of the adoption session” (CLENGH) to the

“content of the session was informative” (CINFO) - Linear regression

“How many health problems did your puppy have from adoption to 6 months”

(HEALTH1) - We can find the mean.

Compare “how easy was it to get in touch with someone from lifeline” (CONTACT1) to

“how did you try to contact lifeline” (CONTACT2) - Cross-tabulation

Compare “overall experience” (OVERS1, OVERS2, OVERS3, OVERS4) to “length of

session” (CLENGH) - Linear regression

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Compare “length of session” (CLENGH) to “content of session” (CINFO) - Linear

regression

Compare “variety of puppies” (PUP1) to “overall satisfaction” (OVERS1, OVERS2,

OVERS3, OVERS4) - Linear regression

Compare “reasonable price of puppy” (PUP2) to “household income” (INCOME) -

Linear regression or Factorial ANOVA or Logistic Regression

Compare “when did you receive a reply from lifeline” (WHEN1, WHEN2, WHEN3,

WHEN4, WHEN5, WHEN6) to “how satisfied are you with the current follow up

process” (FOLLOW1 and FOLLOW2) - Factorial ANOVA or Logistic Regression or

Linear Regression

Compare “overall experience” () and “satisfaction questions” (OVERS1, OVERS2,

OVERS3, OVERS4) to “likelihood to recommend”(RECOMMEND)- Correlate entire

experience and repeat business and recommendations

Compare “facility cleanliness” (FACIL1) to “logistics questions” () - To establish

correlations between potential first impressions

Compare “adoption session” (TCLASS, CLENGH, CINFO, CNECES, CPRES) to

“convenience questions” (OVERS2) - To establish a potential correlation between

perception of adoption class quality and facility quality (timeliness, convenience, useful)

Compare “staff and volunteer questions” (STVO1, STVO2, STVO3, STVO4) to “puppy

questions” (PUP1, PUP2, PUP3, PUP4, PUP5, PUP6) - Understand customer perception

of if the staff is doing a good job

Compare “adoption session questions” (TCLASS, CLENGH, CINFO, CNECES,

CPRES) to “puppy questions” (PUP1, PUP2, PUP3, PUP4, PUP5, PUP6) -To understand

if the current class is working

Compare “follow-up questions” (FOLLOW1 or FOLLOW2) to “likelihood to

recommend” (RECOMMEND) -Does follow up influence recommendation and repeat

business

Compare “initial communication” (CONTACT1, CONTACT2, and REPLY ) to “follow

up questions” (FOLLOW1 or FOLLOW2) - To understand customer perception of

quality of communication

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Compare “demographics” (HH, KIDS, INCOME) to “overall satisfaction of all

categories” (OVERS1, OVERS2, OVERS3, OVERS4) - To understand how results vary

by demographics

Compare “length of the adoption process” (CLENGH) to “satisfaction of the training

session” (OVERS1) - Linear regression

Compare “length of training session” (CLENGH) with “satisfaction of the training

session” (OVERS1) - Linear regression

Compare “overall adoption satisfaction” (OVERS1, OVERS2, OVERS3, OVERS4) to

“recommendation” (RECOMMEND) - Factorial ANOVA or Logistic Regression

Compare “puppy satisfaction” (PUP1, PUP2, PUP3, PUP4, PUP5, PUP6) to “health

problems after adoption” (HEALTH1 and HEALTH2) - Linear Regression

Compare “overall adoption satisfaction” (OVERS1, OVERS2, OVERS3, OVERS4) to

“overall satisfaction of staff and volunteers” (STVO1, STVO2, STVO3, STVO4) - Linear

Regression

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Marketing

Lifeline puppy rescue research report