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.
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
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
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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