what’s in your pedigree? - this is mikki mancothisismikkimanco.com/researchproposal.pdf · keep...
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Manco & Copeland JWU | MRKT2050 FRUZZETTI
What’s in your Pedigree? A RESEARCH PROPOSAL FOR GENETIC DOG TESTING
MANCO & COPELAND 1
Table of Contents Introduction to the Problem ...................... 2
Prioritizing the Problems ........................... 2
Justifying the Problem ............................... 3
Literature Review ....................................... 4
Objectives .................................................. 7
Hypothesis ................................................. 8
Research Methodology .............................. 8
Work Plan ................................................... 9
Budget ...................................................... 10
Administration and Utilization ................ 10
Proposal Summary ................................... 11
Works Cited .............................................. 12
MANCO & COPELAND 2
Introduction to the problem:
You’re walking by all of the kennels at the local animal shelter. There’s an adorable
black little puppy labeled as “Black Lab”, but it doesn’t look quite like all of the other labs
you’ve seen. What if it’s actually a Cane Corso Mastiff, whose puppies look like Black Labs
and are known to grow up to 130lbs.? Have you ever wondered if your “Husky” from the
animal shelter is truly a Husky mix? Who’s to say that your German Shepherd that you paid
$2,500 for, is truly a pure-bred? You would know all of these things if DNA testing for dogs
was more readily available and reliable.
Prioritizing the Problems:
The main problem is that there is currently no standard procedure for identifying dog
breeds that is both accurate and reliable. This problem leads to many sub problems, most
notable that, according to the Humane Society, over 2.7 million dogs and cats die in
shelters each year.. Many of the dogs are euthanized due to potentially being an unwanted
mix, such as pit bulls and other similar breeds. If you walk into any shelter, you will find that
almost any large, stocky dog with a square head is labeled a “Pit Bull mix”, while almost any
toy breed dog is labeled a “Chihuahua mix”. Both the Pit Bull and the Chihuahua are the
most common breed amongst shelters, and both have their own negative stigmas. The Pit
Bull is associated with being aggressive and the Chihuahua is associated with being yippy
and obnoxious. Both breeds are difficult to adopt out. With DNA testing, we could prove that
all the large, built dogs are not in fact Pit Bulls and all of the toy breed dogs are not actually
Chihuahuas. It’ll make it easier for shelters to find homes for their animals if a guaranteed
test could be implemented and determined the correct breed(s).
MANCO & COPELAND 3
Another issue with the lack of genetic testing for dogs is the market for purebreds.
While purebreds are highly desired for show and breeding, puppy mills and other
questionable practices have cropped up, with many puppies growing up to develop physical
and mental abnormalities due to unethical breeding applications. If there was a reliable test
available that could both confirm the purebred nature of the dog, while also able to test for
genetic diseases, this could solve many problems that pet owners have when they either
pay too much for a mix claimed to be purebred or are unaware of the vet bills to come down
the road from poor breeding.
Finally, a third problem, although not nearly as serious, is satisfying the curiosity of
the everyday pet owner. While issues of breed verification and hereditary diseases is also
an area for concern, many are just eager to know for certain what kind of dog they have,
mix or otherwise.
Justifying the Problem:
. If DNA testing for dogs was more readily available, we believe that would benefit
two distinct groups of pet owners, along with animal shelters. People would be more likely
to adopt if they knew the exact breed they were adopting, and what to expect out of that
breed. Different breeds have different exercise, grooming, and dietary needs as well as
there are certain diseases that are predisposed due to the breed. For example German
Shepherds are notorious for hip dysplasia, Shar-Peis are known to suffer from allergies/skin
conditions, and Mastiffs commonly suffer from arthritis. The issue of aggression and
biddability also comes up. Certain breeds are notorious for being more aggressive, such as
the Cane Corso Mastiff, while other breeds are easier to train, such as the Border Collie.
Not only do we believe DNA testing will help with adopting dogs out of shelters, we believe
MANCO & COPELAND 4
it would help current owners of mixed breed dogs better care for their dogs for the same
aforementioned reasons.
Shelters aside, DNA testing also has a place in high end breeding programs. Many
serious breeders already DNA test as required by the AKC (American Kennel Club). The
AKC requires that any dog that sires more than seven litters in a given calendar year must
be DNA tested. The puppies in that litter must be DNA tested as well. This is an attempt to
keep breeders honest and pedigrees pure. We believe that this same methodology could be
utilized by all breeders. Most professional breeders (sadly, not the case with puppy mills) do
not have any dog that sires more than seven litters a year. As a result, this makes DNA
testing a non-requirement for them. We however believe that they could still in fact benefit
from DNA testing. The availability of DNA testing would allow reputable breeders to keep
their pedigrees pure and to only improve their breeding program and lineage of their dogs.
Reputable breeders already spend thousands of dollars a year on OFA testing, titling and
trialing their dogs. If DNA testing was readily available to them, we believe this is a service
that they would take advantage of.
Literature Review:
MRI+
In order to better understand who we would be speaking with on the consumer
end, we researched MRI+ to identify key demographics. We had our own inherent
sense of who the average pet owner would be from our personal experience, but the
numbers showed us that the expected dog owner was female, a little older, had a higher
income, and married with kids. With the following indices in mind, we believe that we
MANCO & COPELAND 5
can determine a key group of dog owners who are passionate about their dog and
would love to find out more about their breed:
Demographic Dogs
Women 105
White 110
At least a college education 102
45-54 124
at least $50,000 HH income 111
Currently Married 117
With children aged 12-17 137
Animal Speciality Services, Except Veterinary
Gale Business Insights: Global Edition
This source was invaluable in helping us identify that animal shelters were in need of
additional resources. With 2.7 million animals euthanized, many of whom simply because
there is no home to take them in, there is no easy one-step fix. But, if genetic testing was
adding to the screening process for animal intake, it might help cut down the $2 billion spent
in tax dollars spent on collecting homeless animals and then euthanizing them.
Animal Specialty Services, Except Veterinary
Encyclopedia of American Industries
MANCO & COPELAND 6
We had a general idea about the impact of genetic testing for dogs at shelters, but it was
this source that showed us that consumers would be interested in the product as well.
Prominent companies, such as Mars Veterinary, have already created basic DNA tests and
is available for approximately $60 at select pet stores and online. As well, this source
identified that major organizations, including the Orthopedic Foundation for Animals,
strongly recommend genetic testing to improve breeding practices and prevent more
puppies being born with medical issues.
Pet Products and Services
Encyclopedia of Emerging Industries
While this source did not speak directly to the potential market value of genetic testing, it did
reveal the growing nature of the pet care industry. Across the world, this industry is
expected to reach $74.8 billion by 2017. During the recession that began in 2008, pet care
and products were one of the few areas that grew while the majority shrunk with the
economy. People love their pets and want the best for them. Combined with the rising trend
of pet insurance and more consistent grooming and vet services, we strongly feel that
genetic testing could fit nicely into the niche of the pet owner willing to provide the best care
for their dog.
Amazon
After discovering that some DNA tests were available on the market, we decided to see
what users were leaving in their review of the products and different brands available.
Overall, it was a mix of responses. Some felt that it provided some ease of mind, knowing
the exact makeup of their dog up to the grandsires. Others were less impressed. A few
claimed that they already knew what breed their dog was (for example, they knew the
MANCO & COPELAND 7
parents of their pup) so they tested the product to see how accurate it was. Sadly, it was not
a landslide for any of them. It should be noted that these tests gather their results from a
cheek swab, which previous research showed was a weaker way to determine genetic
traits. If there was a way to improve this form of testing, or make the more accurate blood
tests available, we might be able to persuade these dissatisfied owners into believers again.
Objectives:
Our first objective to move forward is to find out a better understanding of the
interested parties. If we believe shelters would be interested, we would have to validate
that. Would it entail some type of partnership with a veterinarian that would do the DNA
testing? Is it something they even have the funding for? Is the risk that the investment into
DNA testing would adopt out more dogs a risk they are willing to take? How much do
current mixed breed dog owners care about knowing the true identity of their dog? How
much do breeders care about improving their breeding programs and ensuring the breeding
of only 100% pure breed dogs? Is this something that pet insurance companies would be
interested in? When you buy pet insurance, the price varies depending on the breed and
the known health issues with that breed. Breeds with a higher number of health issues are
more expensive to insure. If the pet insurance companies were able to have a positive DNA
test of the dogs they insure, than insuring that dog would be less risky.
Our next object is that we would have to find out how much breed plays into the
criterion of people when selecting a dog. Do people care if they know the true identity of
their dog? We would also have to conduct research into price points. How much could the
average shelter afford on DNA testing? How much are breeders that already spend a lot of
MANCO & COPELAND 8
money on their dogs willing to pay? If DNA testing was readily available, we believe these
three distinct groups would take advantage of the service.
Hypotheses
We hypothesize the following points:
Animal shelters will embrace the genetic testing and can internalize the costs
through partnerships with vet offices and offering genetic testing to the community
outside of the adoption process.
Dog breeders will answer the increased awareness of poor breeding by increasing
their usage of genetic testing to prove breed and determine hereditary diseases.
Pet owners, especially those who adopted from a shelter, will respond well to this
type of product, so long as it is accurate and a fair price-point.
Research Methodology
To gather our research we intend to do a minimum of three focus groups, one
centered around each of the potentially interested parties. One focus group with owners of
mixed breed dogs, one focus group of animal shelter workers and one focus group of dog
breeders. We would find willing participants that are mixed breed dog owners through dog
training facilities, kennels, dog daycare centers, etc. Shelter workers that would be willing to
participate could simply be found by reaching out to the shelters. Breeders can be found
through the AKC’s database. Incentives for the participants would be free DNA testing for
their dog. When the results of the DNA test come back, we would want to send a follow up
survey to gauge the participant’s thoughts on the DNA test.
MANCO & COPELAND 9
In addition to the focus group we also intend to conduct surveys. We want to send
out at least a minimum of 601 surveys to pet owners. The intentions of the surveys are to
gauge interest level and price points on a national level, as the focus group work would be
limited by region. Surveys could be administered through popular forums, social media
pages, paper surveys administered at shelters, veterinary clubs and dog specific events
(conformation shows, obedience trials, agility trials, etc.).
Finally, we intend to conduct observational research and interviews in animal
shelters, following potential owners as they walk through the kennel and see the available
dogs for adoption. From this, we hope to gather some information on how they select a dog
to take home and the impact of breed on that information. We would pull those who do
ultimately end up adopting in order to delve into what made them decide that this dog was
the perfect dog for them. Overall, we hope to be able to do this in around five large shelters
in various regions of the country and pull 5-10 interviews from each location.
After we collect the surveys, we would run cross-tabulations on the impact that
various demographics, such as gender, income, or age, have on the interest level and price
point for genetic testing. Combined with the insights gathered from the observational
research, interviews, and focus groups, we’ll have a solid understanding on how strongly
pet owners want to know for certain what kind of dog they have.
Work Plan
For a timeline, we expect that the focus groups will take 3 months to complete. The 3
month timeline is factoring in the time it takes for the DNA testing results to come back, and
to conduct the follow up survey once results are released. We expect that the surveys will
take one month to be distributed, and analyzed. As for the combined observational research
MANCO & COPELAND 10
and follow-up interviews, we estimate that will take 1-2 months to complete depending on
adoption rates and respondents willing to be interviewed.
Budget
We estimate that each focus group would cost in the area of $8,000-$10,000. This
would include the cost of the moderator, the facility as well as the cost of the incentives. We
estimate that each survey that is distributed would cost an average of $10. This would be
roughly $6,010 for all of the surveys we intend to distribute. We estimate that the
observational research will cost roughly $6,000, using technology instead of observational
researchers will keep costs down. That brings the budget’s grand total to $30,010-$42,010.
Administration and Utilization
As this will be a long process spread out across the country, the research would be
implemented by data collectors working for custom research firms. They have the resources
to focus on this project and collect the data for analyzing.
Along with gathering the data, they will be responsible for monitoring the collection. If
an unexpected issue arises or if a sudden interest pops up in the mainstream, they will
report back to us so we can determine if any changes need to be made.
After monitoring and collection is complete, we will analyze and present the
information to the following potential users of this data:
Large animal shelters across the country, particularly those who deal with a large
amount of “Unadoptable” dogs, such as Pit Bulls. Specifically, we will present this to
shelters in large urban areas with limited room and resources.
MANCO & COPELAND 11
The American Kennel Club and other breed-affiliated organizations. By proving that
there is a real demand for genetic testing, along with a way for many to easily
access it with accurate results, they can then mandate that their members use this
type of genetic testing in the future.
Large pet and mass retail stores including Petco, Petsmart, Walmart, and Target.
Currently, these stores offer the basic cheek swab DNA tests at approximately $60.
If we can show that there is a real demand for a better type of this product with a
better price-point, they can use this research to better serve their pet-owning
customers. As well, Petco and other pet-specific stores could offer the genetic
testing as a service, much like they do with grooming and training. It would be
another source of income for them, as well as being able to offer specific breed
items once the customer knows for certain what kind of dog they have.
Proposal Summary
In conclusion, we feel that there are a variety of parties that would be interested in
this data. The implementation of this new DNA testing could benefit many different parties
financially, as well as many individuals on a personal level.
MANCO & COPELAND 12
Works Cited
Amazon "Animal Specialty Services, Except Veterinary." Gale Business Insights: Global Collection.
Gale,
Cengage Learning, 2014. Business Insights: Global. Web. 10 Nov. 2014.
"Animal Specialty Services, Except Veterinary." Encyclopedia of American Industries. Farmington
Hills, MI: Gale, 2014. Business Insights: Global. Web. 10 Nov. 2014.
MRI+ "Pet Products and Services." Encyclopedia of Emerging Industries. Farmington Hills, MI:
Gale, 2014. Business Insights: Global. Web. 10 Nov. 2014.