imc 611: market research proposal for trout unlimited
DESCRIPTION
Final project for IMC 611 presenting a market research proposal for Trout Unlimited (TU) to identify why women join TU and subsequently renew or discontinue their membership.TRANSCRIPT
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 1
Market Research Proposalfor Trout Unlimited
Stephanie Marchant
West Virginia University
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 2
Table of Contents
Introduction.................................................................................................................................................3
Background.................................................................................................................................................4
Social Media Analytics Used...................................................................................................................5
Problem.......................................................................................................................................................8
Research Objectives....................................................................................................................................9
Issues.......................................................................................................................................................9
Objectives................................................................................................................................................9
Recommended Methodology.....................................................................................................................11
Research Design for Qualitative Study..................................................................................................11
Data Collection Method.........................................................................................................................12
Focus Group Plan..............................................................................................................................12
Sample Size.......................................................................................................................................14
Telephone Survey Plan......................................................................................................................15
Sample Size.......................................................................................................................................17
Data Analysis Plan.................................................................................................................................18
Deliverables...............................................................................................................................................21
Appendix A...............................................................................................................................................22
Sample Simply Measured Profile for TU...............................................................................................22
Appendix B...............................................................................................................................................23
Sample RivalIQ Profile for TU..............................................................................................................23
Appendix C...............................................................................................................................................24
Proposed Focus Group Questionnaire....................................................................................................24
Appendix D...............................................................................................................................................26
Proposed Telephone Survey for TU Female Members..........................................................................26
Instructions for Interviewer...............................................................................................................26
Introduction to Questionnaire............................................................................................................26
Proposed Survey................................................................................................................................30
References.................................................................................................................................................33
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Introduction
Trout Unlimited (TU) non-profit organization dedicated to the conservation of freshwater
streams, rivers, and associated upland habitats for trout, salmon, other aquatic species, and
people. It currently has more than 150,000 volunteers organized into about 400 chapters from
Maine to Montana to Alaska. (About TU, 2014)
Local chapter activities typically include stream restoration, education programs such as
"Take a Child Fishing," and group activities. Stream restoration includes such things as removal
of encroaching species of plant from stream banks, construction of retaining walls to prevent
river erosion due to human use, and construction of weirs or small water breaks to provide trout
habitat where none existed before.
It draws its funding from anglers and environmentalist contributions, generally sold in the
form of subscriptions. Subscriber benefits include quarterly issues of Trout Magazine, as well as
an annual calendar, name stamps, and other inexpensive items. When a new subscriber signs up,
they are assigned to a local chapter and encouraged to attend meetings. Most chapters meet at
least once a month to organize and socialize, then meet on additional dates for streamside
restoration and other work.
Yet only recently has TU started to realize the potential of reaching out to the female
audience. (Jordan & Buchta, 2014)
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Background
Restating the goal of this research proposal is to create a detailed plan of how to measure
the perception of the female audience and reinforce the urgency of ensuring Trout Unlimited
(TU) is responding to growing interest in the sport of fly fishing within this demographic.
Through this assessment and information gathering, it will be possible to deduce valuable
audience insight into new and current membership promotions, the success of current marketing
tactics, and the true desire of the audience’s demands. (McDaniel & Gates, 2013)
The profile of the average trout angler is 53.4 years old, homeowner and married. They
tend to have the discretionary income that allow them to pursue their sport and purchase the
necessary equipment -- such as rods, reels, fly line, flies and fly typing kits, as well as apparel.
In addition, these individuals tend to travel and enjoy other outdoors sports as well as appreciate
wildlife and the environment. (The Outdoor Foundation, 2013)
Forty-seven million Americans participated in fishing in 2012, a disproportionately high
number of new participants in 2012 were female. Fly fishing participation grew in 2012 to 6.0
million participants from 5.7 million participants the year before. Much of the participation
growth was driven by first-time participants who made up 20.5 percent of all fly fishing
participants, up from 14.4 percent in 2011. (Recreational Boating & Fishing Foundation, 2014)
Women are one of the fastest growing demographics in the world of fly fishing and the
companies that fuel the industry have noticed. (Kryzinski, 2013) Females represent more than
46 percent of those interested in trying fishing. (Recreational Boating & Fishing Foundation,
2014) The market may still be male-dominated, but watch these numbers change in the coming
years; more ladies will be hitting the water as they are introduced to the sport.
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 5
According to Social Media Today, 71 percent of women are active on social media and
responsible for 62 percent of shares on Facebook. They are more prone to seek out the social
page of a brand and 70 percent of referrals are generated from pins on Pinterest. (Kinsey, 2013)
Sixty percent of consumers say the integration of social media is a motivating factor in doing
business with and sharing the brand. (Digital Insights, 2013) The key to growing fly fishing
followers is to introduce more people to the sport. This is where TU could lead the charge.
Almost all marketers find that social media helps them stand out in an increasingly noisy
marketplace. In fact, 88% of all marketers found social media helps get them increased
exposure. Additionally, 72% of those surveyed saw increased traffic as a result of social media.
(The Motley Fool, 2013)
Social Media Analytics Used
Simply Measured indicates fluctuating engagement with sporadic posts on the TU
Facebook page with the most engaged fans being male and very little reference to female anglers
or encouragement of their participation. Of the posts, videos are the most popular form of
engagement (See Appendix A for Sample Simply Measured Profile). It would behoove TU to
encourage national and local chapters to distribute more videos featuring female anglers as
supporters of TU activities. (Simply Measured, 2014)
Facebook is one of the more popular social media platforms available to organizations,
especially when it comes to reaching the female audience. The number of Facebook users over
the age of 45 has increased by 45 percent since 2012. A majority of these users are female.
(Fitzgerald, 2012) Posting content regularly is an important part of using this platform to
develop and maintain a presence for TU.
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By contrast, Twitter users are primarily male and especially loyal. RivalIQ indicates over
17,000 followers with an average Tweet per Day of 3.86. As with Facebook posts, tweets from
TU are sporadic. (RivalIQ, 2014) RivalIQ validates the same data on Facebook activity
gleaned from Simply Measured (See Appendix B for Sample RivalIQ Profile).
Google Trends and LikeAlyzer both indicate that social media activities need to be
greater to be measured effectively. (Google Trends, 2014) LikeAlyzer specifically recommends
responding to fan questions and comments quicker and publishing more photos. (LikeAlyzer,
2014) Trackur provides good data but with no gender segmentation available. (Trackur, 2014)
Sprout Social does provide gender segmentation but, again, without direct access to TU’s
account no further research is available. (Sprout Social, 2014) This is important to the research
proposal to determine the reach and effectiveness of the message from TU. The social media
metrics researched could provide useful insight into deeper data for the social engagement of TU
but without direct access to the TU account for Facebook, Twitter, and LinkedIn it was not
possible to investigate further.
Women are the routers and amplifiers of the social web. Women are thought to be more
social, more interested in relationships and connections, better at multi-tasking, and able to
maintain more relationships within every ring of closeness than men. (Holland, 2014) Women
represent the majority of the online market and are more likely to pass along information about
deals or finds to others. (Kinsey, 2013) Knowing that is important to build and encourage social
network effects. More female users will likely help the brand awareness of TU mature faster.
Providing regular content to Facebook, Twitter, LinkedIn, YouTube, TU blog, and the
TU website ensures that anglers, particularly female, can find TU wherever they want to look.
These followers should then be added to a dedicated female angler database. A consistent
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 7
communication strategy will make certain that female followers of TU will keep returning to its
social media platforms to read updates, view photos and videos, and stay engaged.
Fly fishing takes people to beautiful places, in clean water, and they connect with the
natural world in a way that is magical. There is an explosion of interest among women that has
taken off in the last few years. (Angling Trade, 2012) There is a tremendous opportunity for TU
to capture huge market share with the female fly fishing audience through the use of social
media. These advocates can help promote TU through these collaborative social media
conversations.
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Problem
How to get more female members in TU nationally and locally.
Research Objectives
Determine how many female members currently exist.
Establish why they joined.
Determine the interest level with current female members.
Evaluate membership participation and renewals and compare male and female
memberships.
Consider geographic propensity for membership.
Assess the probable market size and share of female anglers and enthusiasts.
Determine the demographic profile of a TU member.
Hypothesis 1: Public perception is that fly fishing is primarily male dominated.
Current TU female members are considerably less in number.
How do current female TU members view TU’s support of female anglers?
Hypothesis 2: TU as an organization that supports preserving fishing outlets but
nothing more.
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 9
Research Objectives
It is the goal of this research proposal to lay out a detailed plan of how to measure the
perception of the female audience and reinforce the urgency of ensuring TU is responding to
growing interest in the sport of fly fishing within this demographic. Through this assessment and
information gathering, it will be possible to deduce valuable audience insight into new and
current membership promotions, the success of current marketing tactics, and the true desire of
the audience’s demands. (McDaniel & Gates, 2013)
Issues
Why did current female members join TU?
Research Problem: Determine the interest level with current female members.
How many female TU members are active in the organization and renew
membership?
Research Problem: Evaluate membership participation and renewals and compare
male and female memberships.
What can be done to increase female membership in TU?
Research Problem: Assess the probable market size and share of female anglers and
enthusiasts.
Objectives
Determine the demographic profile of a TU member.
Hypothesis 1: Public perception is that fly fishing is primarily male dominated.
Current TU female members are considerably less in number.
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 10
How do current female TU members view TU’s support of female anglers?
Hypothesis 2: TU as an organization that supports preserving fishing outlets but
nothing more.
Fly fishing is TU’s welcome mat. In order to appreciate the need for the protection and
restoration of cold water streams in America, it helps to first have a passion for angling.
Encouraging women to try fly fishing will increase awareness for TU’s national, regional, and
local causes while fostering good will with and changing the perception of the female audience.
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 11
Recommended Methodology
Focus group research is considered qualitative research. This means that the results of
focus groups may not, and should not, be generalized to the population under study. Focus
group research, as does all qualitative research, sacrifices reliability or the ability to replicate
results, for the sake of increased validity. They are, however, extremely useful in the
development of an understanding of attitudes, issues and concerns.
Research Design for Qualitative Study
Obtain general background information about why women join or would join Trout
Unlimited (TU);
Generate research hypotheses that can be submitted to further research testing using
more quantitative approaches;
Stimulate new ideas and creative concepts;
Diagnose the potential for problems with female membership initiatives;
Generate impressions of TU and their initiatives, including interest in fly fishing for
women; and
Learn how respondents talk about their knowledge of TU, its initiatives, and how they
influence participation in fly fishing for female anglers. This in turn, may facilitate
the design of questionnaires, survey instruments, or other research tools that might be
employed in more quantitative research
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 12
Data Collection Method
Two types of surveys would be employed. The first would be to a focus group to existing
female members of TU in the Atlanta Metropolitan area. A second survey would be conducted
via telephone to sample of existing female TU members throughout the country (See Appendix C
and D for Sample Questionnaires).
Focus Group Plan
The focus group would consist of 8-10 participants and will comprise the following
characteristics:
Women between the ages of 45 and 54.
Caucasian, African-American, and Asian.
Single, married, divorced, and widowed.
Income of $50,000 or greater.
Outdoor enthusiast.
Own or have owned a fishing license within the last 5 years.
Environmentally conscious.
Use social media.
All participants will receive $250.00 cash for their time and opinions. Shop alongs will
also be conducting at a fly fishing store where participants will be paid $150.00 for giving their
opinions on the service received. For the focus groups as well as the shop alongs there will be a
small homework assignment involved that must be completed by all participants before they
receive payment. The study is for research purposes only and no one will be sold anything.
Everything discussed in our research will be held in strict confidence.
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Recommended Focus Group Facility
Atlanta Out Loud (AOL) was selected because of its central location in the Atlanta
market. Additional focus groups would be planned for locations where fly fishing is a popular
past time.
Atlanta Out Loud, Inc.
Druid Chase Office Park
2801 Buford Highway N.E., Suite 250
Atlanta, GA 30329
http://atlantaoutloud.net/atlanta/
Seating arrangements affect the general environment of the focus group. Amply-spaced
seating helps participants feel they are part of a friendly, problem-solving mission, in which their
individual experiences and opinions are valued. The facilities at AOL provide several “living
room” style arrangements. Given the nature of the study is focused on the female angler this
format is conducive to encourage open and candid responses to the questions posed by the
moderator. The researcher would observe behind glass panels.
Focus groups have proved to be a highly insightful research technique for engaging a
group of people with a question, product or idea. Bringing together a group to discuss a
particular topic provides a more natural setting than one-to-one interviews, as it allows
participants to share their stories and through discussion can enable new strands of thought to
emerge. Therefore this qualitative research method can generate rich data in a less resource
intensive manner than interviewing.
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Sample Size
An important factor that the market researcher needs to consider is related to the sample
size. The question that needs to be answered is: How many people will be participants in the
research? In quantitative research, the goal is to achieve a representative sample of the target
population, and this can best be attained through consideration of sample size, levels of
confidence, and confidence intervals. Generally speaking, the larger the sample, the more
reliable the research findings will be, and typically, the more the findings can be generalized to
the target population in a quantitative research project. The rule of thumb is that a sample will
provide good enough reliability when just less than one percent of the target population
participates in a research study. The caveat is that the sampling procedure must be credible and
rigorously executed. (American Association for Public Opinion Research, 2014)
Quantitative research often involves comparisons between market segments or subgroups
of a target market. Because quantitative research is numbers-driven, determining a comfortable
sample size can be fairly easy -- for each important group or segment in a study, a researcher
would hope to survey 100 participants. This number is a recommendation and not an absolute.
A market researcher will consider a number of relevant variables to determine the size of a
sample in surveys research. (Birchall, 2014)
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Telephone Survey Plan
According to Trout Unlimited (TU) there are 2,600 female members as of March 9, 2014.
(Trout Unlimited, 2014) The following research problems have been identified to address
through quantitative surveys:
Why did current female members join TU?
Research Problem: Determine the interest level with current female members versus
non-members.
How many female TU members are active in the organization and renew
membership?
Research Problem: Evaluate membership participation and renewals and compare
male and female memberships.
What can be done to increase female membership in TU?
Research Problem: Assess the probable market size and share of female anglers and
enthusiasts.
One of the biggest problems in conducting a quantitative survey is the low response rate.
One of the best ways to ensure an adequate response rate in a quantitative survey is to have a
member of the research team administer the survey, either in person, via the telephone or via the
internet. This will help to ensure that minimum quotas for completed numbers of surveys are
held.
A chief advantage of administration is that respondents have the ability to ask questions if
they reach a question that they do not understand. Another advantage is that respondents see that
their surveys are being handled by a third party (rather than the sponsor of the study) and thus are
more likely to share their honest opinions.
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Telephone surveys offer all of the advantages of an administered survey while
eliminating the problem of geography. One of the reasons telephone surveys have traditionally
been preferred by national polling organizations is because they allow for a true random sample
through a process known as “random digit dialing.” Telephone surveys are generally the best
way to ensure a high quality of data. (American Association for Public Opinion Research, 2014)
Sampling Procedure for Telephone Survey
There are two fundamental types of sampling procedures: Probabilistic sampling and
non-probabilistic sampling. For quantitative research, a probability sample is drawn from the
target population in order to calculate certain statistical considerations. The probability sample
reveals the confidence levels or confidence limits related to sampling error. Probabilistic
sampling can be a drain on resources (including time, money, and expertise), but it does allow a
market researcher to measure sampling error. Non-probability sampling procedures can provide
very useful data and, ultimately, market insights. As with qualitative research and quantitative
research, there are proponents and critics of probability and non-probability sampling
procedures. (McDaniel & Gates, 2013)
Different methods and techniques will produce different forms of data, and it is critical to
ensure that the sampling procedures match the type of data that is needed to answer the research
questions. For this reason, simple random sampling is recommended.
With simple random sampling, there would an equal chance (probability) that each of the
TU female members could be selected for inclusion in a sample. To create a simple random
sample, there are six steps: (a) defining the population; (b) choosing a sample size; (c) listing the
population; (d) assigning numbers to the units; (e) finding random numbers; and (f) selecting a
sample. (Birchall, 2014)
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1. Define the population 2,600 Female TU Members
2. Choose your sample size n=335
3. List the population TU membership list
4. Assign numbers to the units From 1 to 2,600
5. Find random numbers
6. Select sample 335 random numbers
Finally, select which of the 2,600 members will be invited to take part in the research. In
this case, this would mean selecting 93 random numbers from the random number table.
(American Research Group, Inc., 2014) Imagine the first three numbers from the random
number table were:
0011 (the 11th member from the numbered list of 2,600)
0093 (the 93rd member from the list)
0125 (the 125th member from the list)
From this list, the 11th, 93rd and 125th name from the TU list of female members to be part of
the sample until 335 members have been selected.
Sample Size
When selecting units from the population to be included in a sample, it is sometimes
desirable to obtain of a list of the population from which units are selected. In this case, a
population size and a sample size for the telephone survey of 335 is used to calculate the
theoretical margin of error of 5, plus or minus in percentage points, 95% of the time, on
questions where opinion is evenly split. (American Research Group, Inc., 2014)
Sampling is an important component of any piece of research because of the significant
impact that it can have on the quality of results and findings. The sample size represents the
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 18
characteristics of the whole population. The advantages of sampling are: it is economical and
practical; faster and cheaper; it can yield more comprehensive information; it is more accurate;
and because of savings it permits in time and money, the sample survey makes possible the use
of much larger and much more varied populations than would be possible for the same
expenditure if one were making a complete study of the entire female membership of TU.
Data Analysis Plan
Validation verifies that the survey was conducted as intended. It is especially important
in a third party administered survey, such as the telephone survey that was conducted for Trout
Unlimited (TU). Editing goes hand-in-hand with validation, and involves checking for errors
made by the interviewer (if applicable) and respondents. In TU’s case, the survey was conducted
by a third party, which means there is a possibility of interviewer mistakes. Additionally, there
could have been mistakes made by the respondents because no representative from TU was
present to make any necessary clarifications.
A few questions in TU’s validation process would answer are whether or not correct
demographic data was provided, whether or not answers were consistent, or whether or not the
survey was completed in its entirety. TU’s editing process would check for incomplete answers
to open-ended questions, and whether or not skip patterns were followed.
Coding is the process of marking all the data that fits with particular themes. This
process enables participants to pick examples from the data that will best illustrate the story. As
participants code the data, they continually refine, change, or add to the categories. (Smith &
Albaum, 2013) Coding is a process that continues data analysis, such as:
Develop categories;
Code all the data;
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Sort the data;
See what’s unaccounted for; and
Refine the analysis.
Because TU conducted a telephone survey, the need for manual data entry and coding is
required for closed-ended questions. The responses for open-ended questions will also still need
to be coded. Before TU can analyze the data it has collected, the results from the surveys must
be checked once more for errors. To complete this step, SAS (Statistical Analysis System) or
SPSS (Statistical Package for the Social Sciences) software is recommended. (Smith & Albaum,
2013)
Differences analysis is a type of statistical analysis that would be used to compare two
groups of female TU members and determine differences. Differences analysis will be beneficial
in measuring the levels of brand awareness and perceptions between enthusiastic female
members and those not planning to renew. Associative analysis, which examines the
relationship between two variables, would also be useful for TU. (Kiel, 1983) They would be
able to determine if free memberships, demographics, or another factor is related to the
continued support of female TU members. If, for example, TU finds that how female members
are received in their local chapters plays the largest role in influencing membership renewals,
they could conceivably determine that creating female chapters would maintain - and even
encourage - continued membership in the organization.
Multiple regression analysis allows researchers to create predictive models to explain a
behavior or a dependent variable. (Kiel, 1983) Because TU is trying to encourage female
memberships, this would explain the purchase behavior (in this instance, joining TU, is the
dependent variable) by examining which factors, such as chapter involvement, interest in fly
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 20
fishing, household income, age and marital status, have the most impact on a woman’s decision
to join and continue to renew their membership.
Discriminant analysis can be used to further examine differences between enthusiastic
female members and those who have no plans to renew. (Sage Publications, 2014) For current
members, it would be interesting to determine if they view the national organization of TU in a
positive light compared to their local chapter. For example, if a respondent indicates they joined
because of the environmental causes that TU supports or because of the free membership? Or,
did they join because they enjoy fly fishing and hoped to find similar-minded individuals with
whom to socialize?
In most research studies, the analysis section follows these three phases of analysis.
Descriptions of how the data were prepared tend to be brief and to focus on only the more unique
aspects to the study, such as specific data transformations that are performed. (Smith & Albaum,
2013) The descriptive statistics can be voluminous. In most write-ups, these are carefully
selected and organized into summary tables and graphs that only show the most relevant or
important information. Usually, the researcher links each of the inferential analyses to specific
research questions or hypotheses that were raised in the introduction, or notes any models that
were tested that emerged as part of the analysis. (McDaniel & Gates, 2013)
In most analysis write-ups it's especially critical to not "miss the forest for the trees." If
too much detail is presented, TU may not be able to follow the central story line of the results.
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 21
Deliverables
Upon completion of the research, TU will receive a comprehensive report providing a
brief overview of results supported by an in-depth analysis, to include:
Executive summary
Easy to understand analysis of data
Presentation quality graphics
Verbatim reports
Cross-tabulations
Questionnaire instrument
Electronic version of the report
Oral presentation of results (Power Point optional)
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 22
Appendix A
Sample Simply Measured Profile for TU
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Appendix B
Sample RivalIQ Profile for TU
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Appendix C
Proposed Focus Group Questionnaire
Introductory questions: These questions would be designed to get participants discussing
the issue of why they joined TU in general before homing in on particular issues
o Are you familiar with TU?
o Are you a current member?
If so, for how long?
If not, have you been a member?
o Are you an active fly fisher?
Linking questions: These questions would enable the facilitator to move from the broad
general discussion, following the introductory question, to the more specific areas of
interest;
o Have you been active in TU programs?
o Are you active in other organizations that promote fly fishing?
o Think back over all the years that you've participated in TU programs and tell us
your fondest memory. (The most enjoyable memory.)
o Think back over the past year of the things that TU did. What went particularly
well?
o If you were inviting a friend to participate in TU, what would you say in the
invitation?
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Key questions: These questions would address the key issues which the facilitator wants
to cover in the focus group session.
o What needs improvement?
o Suppose that you were in charge and could make one change that would make the
program better. What would you do?
o What can each one of us do to make the program better?
o Tell me about positive experiences you've had with TU?
o Tell me about disappointments you've had with TU?
o Who or what influences your decision to join TU?
o When you decide to join TU, what did you expect from the membership? Take a
piece of paper and jot down three things that are important to you when you
joined TU.
o Let's list these on the flip chart. If you had to pick only one factor that was most
important to you, what would it be? You can pick something that you mentioned
or something that was said by others.
o Of all the things we've talked about, what is most important to you?
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Appendix D
Proposed Telephone Survey for TU Female Members
Instructions for Interviewer
Interviewer instructions appear in [UPPERCASE LETTERS ENCLOSED IN
BRACKETS].
Text in UPPERCASE LETTERS should not be read aloud.
Interviewers should read aloud all text that appears in bold, lowercase letters.
R = Respondent
Introduction to Questionnaire
Hello, my name is {INTERVIEWER NAME} and I am calling from {NAME OF
VENDOR}. May I please speak to {MS. / MRS. LAST NAME}?
[IF R ANSWERS PHONE OR COMES TO PHONE, GO TO 1.]
[IF R IS NOT AVAILABLE OR NOT HOME:] When would be a good time to call
{MS. / MRS. LAST NAME} back?
[IF DON’T KNOW, SCHEDULE SOFT CALLBACK FOR DIFFERENT DAY /
TIME.]
[IF INFORMANT OFFERS DAY / TIME, SCHEDULE CALLBACK
APPOINTMENT.]
Hello {MS. / MRS. LAST NAME}. My name is {INTERVIEWER NAME} and I’m
calling from the {NAME OF VENDOR}, which is a research study that collects
information on members’ experiences with Trout Unlimited (TU). Do you have any
questions or concerns about participating in this study that I can answer for you at
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 27
this time? [ANSWER ANY QUESTIONS THE RESPONDENT MAY HAVE, THEN
READ THE FOLLOWING STATEMENT.]
Before we get started, let me tell you a little more about what we are asking you to
do. The telephone interview will take about 15 minutes of your time and will focus
on your experiences as a female member of TU. I will ask you questions about your
demographics, the club you attend, and your interest in fly fishing. Everything you
tell me will be kept confidential. {NAME OF VENDOR} will not release any
information that identifies you to anyone without your prior consent, except as
required by law. The information you give during the interview will be used only
for research purposes. You may choose to participate or not. If you choose not to,
this will not affect your membership. Once we start the interview, you can refuse to
answer any question you don’t want to answer. Just tell me and we will skip to the
next one. If, after we start the interview, you need to take a break or need to stop
the interview for any reason, just let me know. Is this a good time to do the
interview?
[IF R REFUSES:
o ATTEMPT TO ADDRESS CONCERNS AND CONVERT REFUSAL;
o SEE IF R WOULD BE WILLING TO SCHEDULE APPOINTMENT FOR
ANOTHER TIME; OR
o COMPLETE REFUSAL / BREAKOFF FORM.]
Let me confirm your mailing address. The address I have is {ADDRESS}. Is that
correct?
[IF NO:] What is the correct mailing address? [RECORD ADDRESS]
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[START SURVEY]
Since I have you on the phone right now, may I take a few moments to tell you about
the study?
1. [IF R REFUSES:
o ATTEMPT TO ADDRESS CONCERNS AND CONVERT REFUSAL; OR
o SEE IF R WOULD BE WILLING TO SCHEDULE APPOINTMENT FOR
ANOTHER TIME.
o COMPLETE REFUSAL / BREAKOFF FORM.]
2. [IF R INDICATES THAT IT IS NOT A GOOD TIME:] Is there a day and time that
would be more convenient for you? [SCHEDULE CALLBACK APPOINTMENT.]
3. [IF YES:] You are part of a sample of 335 TU members who have been selected to
take part in this study. Participation involves completing a telephone interview
about membership in TU. This study is being conducted by {DATA COLLECTION
ORGANIZATION}. It is being funded by Trout Unlimited. The goal of this study is
to collect information on the experience of TU’s female members. This
information will help TU improve the quality of membership for current and future
female members.
The telephone interview will take about 15 minutes of your time and will focus on
your experiences with your TU membership. I will ask you questions about your
demographics, the club you attend, and your interest in fly fishing. Everything you
tell me will be kept confidential. {NAME OF VENDOR} will not release any
information that identifies you to anyone without your prior consent, except as
required by law. The information you give during the interview will be used only
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 29
for research purposes. You may choose to participate or not. If you choose not to,
this will not affect the care you receive. Once we start the interview, you can refuse
to answer any question you don’t want to answer. Just tell me and we will skip to
the next one. If, after we start the interview, you need to take a break or need to
stop the interview for any reason, just let me know. We hope you will take this
chance to talk to us about your experience as a female member of TU. Is this a good
time to do the interview?
[IF R REFUSES:
o ATTEMPT TO ADDRESS CONCERNS AND CONVERT REFUSAL;
o SEE IF R WOULD BE WILLING TO SCHEDULE APPOINTMENT FOR
ANOTHER TIME; OR
o COMPLETE REFUSAL / BREAKOFF FORM.]
[IF R INDICATES THAT IT IS NOT A GOOD TIME:] Is there a day and time that
would be more convenient for you? [SCHEDULE CALLBACK APPOINTMENT.]
[IF YES:] That’s great. Thank you. Before we get started I just want to remind you
that, if you need to take a break or stop the survey for whatever reason, just let me
know.
[START SURVEY]
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 30
Proposed Survey
1. When did you join TU?
2. Why did you join TU?
3. Did you take Fly Fishing 101 through Orvis?
Yes No
4. Did you take Fly Fishing 102 through Orvis?
Yes No
5. Did you know about free membership for women?
Yes No
6. How much did you pay for your membership?
7. How likely are you to renew your TU membership?
Not Likely 1 2 3 4 5 6 7 8 9 10 Very Likely
8. How often do you attend TU meetings?
Every Month Not Often Never
9. How often do you go fly fishing?
1x Week 1x Month 2x Month Every weekend
10. Do you go fly fishing with your partner?
Yes No They aren’t anglers
11. Would you go fly fishing more often if you had a group to go with?
Yes No Maybe
12. Do you feel included at TU meetings?
Yes No
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 31
13. Do you socialize with other female members from your TU club?
Not Much 1 2 3 4 5 6 7 8 9 10 A Lot
14. Would you feel more comfortable being a TU member if there were more female
members?
Not Much 1 2 3 4 5 6 7 8 9 10 A Lot
15. Are you invited to your TU Chapter fishing trips?
Yes No
16. Do you know why TU is important to the fly fishing community?
17. Are you active with other organizations within the fly fishing community like
Healing Waters, Casting for Recovery, Fly Fishing for Vets, etc.?
Yes No
18. Why do you participate in these events?
19. Do you feel welcomed as a volunteer at these events?
Yes No
20. What other organizations do you belong to?
21. What can be done to make women feel more welcomed as members of TU?
22. What state do you live in?
23. Which TU Chapter do you belong to?
24. What is your marital status?
Single Married Divorced Widowed
25. What is your age?
30-34 35-39 40-44 45-49 50-54 55+
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 32
26. What is your household income
$45-55k $56-65k $66-75k $76k+
27. Would you be willing to be contacted by someone from TU to further discuss your
feelings about membership?
[IF R REFUSES CLOSE SURVEY]
[IF YES CONFIRM CONTACT INFORMATION AGAIN AND CLOSE SURVEY]
This concludes the telephone interview. Thank you for taking the time to answer these
questions regarding your membership experience with TU. Have a great day.
RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 33
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