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Presented by Dr. Julie Pokela Market Street Research jpokela@marketstreetresearch

Understanding the Needs of Children, Families and Communities: A Data-based Approach to Grantmaking. Presented by Dr. Julie Pokela Market Street Research jpokela@marketstreetresearch.com. What is marketing research?. Secondary research Background research Utilization research

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Presented by Dr. Julie Pokela Market Street Research jpokela@marketstreetresearch

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  1. Understanding the Needs of Children, Families and Communities: A Data-based Approach to Grantmaking Presented by Dr. Julie Pokela Market Street Research jpokela@marketstreetresearch.com

  2. What is marketing research? • Secondary research • Background research • Utilization research • Primary research • In-depth interviews • Focus groups • Quantitative surveys

  3. Why fund marketing research? • Maximize the impact of your grantmaking by: • Improving decision-making • Facilitating consensus-building • Leveraging resources

  4. Why fund marketing research? Improving decision-making: after-school programming

  5. Model of after-school decision-making

  6. Are parents interested in after-school programs? “If you could choose between sending your child to an after-school program or having your child be with a trusted relative or family friend, which would you choose?” Results of a survey of parents of elementary school students in Boston conducted for Boston After School and Beyond, August, 2006

  7. How should after-school programs be structured? “The after-school program could be structured to extend the school day, so there would be more time for students to work on academic subjects. How do you feel about this idea?” Results of a survey of middle school students, parents, and CBOs in Washington D.C. conducted for CYITC, March, 2006

  8. What are the major barriers to parti-cipating in after-school programs? “What’s important to you in terms of how your middle-school children spend their time?” Respondent: “My daughters, they are not allowed to go nowhere anyway, that’s just the way it is. . . . Sorry, they ain’t going nowhere. . . . ‘You’re not going nowhere. You stay home until I get home from work,’ that’s just the rule now. Basically, I know what they are doing because they are home.” Moderator: “Are you worried about what your kids are doing after school?” Respondent: “Not too much. For the most part, they are always in the house. There are not a lot of after-school programs at the school they go to. There’s a lot of money invested in the computer and a lot of money on the shelf in Play Station. But if that’s what it takes to keep them in…” Results of focus groups with middle school students and parents in Providence conducted for Rhode Island Kids Count, December, 2003.

  9. Perceptions of safety of new after-school programs “I’d like you to compare the after-school programs that are available through the AfterZone to those that were previously available. Based upon what you know or have heard, do you think the new AfterZone programs are:” Results of a survey of middle school students and parents conducted for PASA, March, 2006

  10. Why fund marketing research? Facilitating consensus-building: after-school programming

  11. Facilitating consensus-building “Data collection and analysis are essential to make the case for OST. Using data changed the discussion from ‘What is the problem?’ to ‘How are we going to address it?’ The data gave everyone a common frame of reference so we could focus our efforts on defining priorities and figuring out strategies for change.” Mary McCormick, Fund for the City of New York

  12. Why fund marketing research? Leveraging resources: after-school programming

  13. Leveraging resources “I’m pleased about the fact that OST, through this initiative, is continuing to be something that is being looked at for expansion both locally and at the state-wide level. If and when the state legislature meets at a session in the next few years, and passes legislation that puts $40 million a year into after-school opportunities for kids across the state . . . we can look back on that and say [our research] was really a starting-out point to really pay some close attention to OST and figure out how we might get it done.” Mark Perry, New Futures for Youth. Little Rock, AR

  14. How can grantees conduct research with children, youth, and families? • Market Street Research has developed a manual on how to conduct marketing research, with funding from The Wallace Foundation • The manual will be available in Fall, 2006 at: www.marketstreetresearch.com and www.wallacefoundation.org

  15. 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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