View Workbook A
Creating A Communications Plan
Getting Started With Market Research for Out-of-School Time Planning
A Resource Guide for Communities
This guide—intended for community leaders, policymakers, and afterschool professionals—offers an introduction to using market research to make more informed decisions.
March 2007
Table of Contents
Overview
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Overview
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Ideas In Practice
Document
- Author(s)
- Julianne Pokela, Ph.D., Ingrid Steblea, Jeffrey Steblea, Linda Shea, and Elizabeth Denny, Ph.D
- Publisher(s)
- Market Street Research
Page Count
36 pages
Summary
This guide provides practical step-by-step information on conducting market research to enhance afterschool and other out-of-school-time (OST) programming.
Market research findings can help groups invest in OST programs kids want and parents trust, and that are also safe, sustainable, and beneficial to children as well as their families, neighborhoods, and the community as a whole.
This guide is divided into two main sections. It is intended primarily for policymakers who wish to support communities or who are directly funding OST programs, as well as for communities actively engaged with OST programming.
- The first section provides an overview of market research. It explains why communities might want to conduct it and discusses when, where, and how to incorporate market research into decision making about OST programs. It also outlines the six major steps involved in an OST research initiative, including engaging key stakeholders in a community, conducting background and primary research, and using the results.
- The second section offers a series of nine detailed workbooks that explain how to conduct a variety of market research endeavors—from creating a communications plan and conducting in-depth interviews to analyzing quantitative data.
Materials & Downloads
Download Appendix A
Creating A Communications Plan: Prototype Materials
View Workbook B
Conducting Secondary Research
View Workbook C
Conducting Utilization Research
View Workbook D
Conducting Focus Groups
Download Appendix D
Conducting Focus Groups: Prototype Materials
View Workbook E
Conducting in-depth Interviews
Download Appendix E
Conducting in-depth Interviews: Prototype Materials
View Workbook F
Conducting Telephone Surveys
Download Appendix F
Conducting Telephone Surveys: Prototype Materials
View Workbook G
Conducting In-Person Interviews
Download Appendix G
Conducting In-Person Interviews: Prototype Materials
View Workbook H
Self-Administered Surveys: Conducting Surveys Via Mail and Email
Download Appendix H
Self-Administered Surveys: Conducting Surveys Via Mail and Email: Prototype Materials
View Workbook I
Analyzing Quantitative Data
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