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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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padm 7040 nonprofit management

PADM 7040 Nonprofit Management

Week 5 Chapter 5 Part 2

Jerry Merwin

week 5 overview
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
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.
strategic marketing for nonprofit organizations chapter 5
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 51
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
“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
“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
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
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
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
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
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
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
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 continued1
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