MARK 311: Market Research & Consumer Surveys Fall 2012 Request for Proposal

1. Quinlan School of Business
Department of Marketing
Water Tower Campus
Maguire Hall | 1 East Pearson | Chicago, Illinois 60611
p (312) 615-6541 | f (312) 615-6988
Wednesday, October 31, 2012
Dear Katrina Mesina,
Within thisRFP response, we are excited to share our research instruments. Included is a focus group moderator guide to
collect primary, qualitative, exploratory data. Additionally, the hyperlink pasted below will direct you to the Qualtrics
survey to collect primary, quantitative, descriptive data. To reinforce, our research will answer the question: How will
Autism Speaks make the Light It Up Blue event in Chicago a success? We will explore who volunteers for Light It Up
Blue, investigate the underlying motives of those participating in Light It Up Blue, understand why buildings do not
participate in the event, examine if lighting up Chicago blue helps raise awareness for Autism Speaks, and determine why
other not-for-profit causes are supported in Chicago.
Our focus group moderator guide addresses engagement, exploration, and exit questions. In total, there are eight
questions; we have two engagement questions, five exploration questions, and one exit question. Our questions are based
off of our five research objectives above and we will gain valuable insights to each of them.
Pretesting for our survey was accomplished by running 391 Qualtrics tests that checked the mechanics of the survey.
Classmates also tested our survey for flow, logic, and types of questions. Through pretesting we removed many of our
nominal questions and replaced them with ordinal, interval, and ratio questions. Through these modifications, we will gain
valid and reliable survey results. Throughout our survey we have fourteen nominal questions, two ordinal questions, three
interval questions, and four ratio questions, with a total of twenty three questions. Following the suggestions given in
“Open-Ended Questions vs. Closed-Ended Questions,” we wrote closed-ended questions in the survey, while saving
opened-ended questions for our focus group. In our survey, we incorporated a combination of skip logic and display logic,
as well as blocking and page breaks to allow the survey to flow more naturally. Following the second Qualtrics seminar,
we added in various media aspects, such as video clips, screenshots, and interactive rating scales. Mirroring the case
study, “Domino’s Pizza Transactional Survey”, we used interactive features in order to keep the survey interesting and
participants engaged. Here is the link to our survey:
https://loyolaquinlan.qualtrics.com/SE/?SID=SV_6mOCGS3T4pp1EPz&Preview=Survey&BrandID=loyolaquinla
n
The next steps in our research process will be conducting our focus group and collecting data from our survey. We
consider our sample to be college-educated individuals who may or may not have an awareness of Autism Speaks Light it
Up Blue event.This is a non-probability study.
Data will be collected through November and will be analyzed after Thanksgiving. Initial findings will be available during
the first week of December, and final white paper deliverables will be made available by mid-December. We are also
developing the platform through which to present our initial findings to you during the first week of December. For a
preview, click the link http://jhostetler.wix.com/autism-speaks
Keep in touch with questions, and we look forward to hearing your feedback and moving forward to collect data.
Many thanks,
Jacob Hostetler
jhostetler@luc.edu
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2. Focus Group Moderator Guide
Engagement questions:
 What is your favorite non-profit organization to volunteer for?
 What draws you to non-profit events?
Exploration Questions:
 What do you hope to get out of volunteering for non-profits?
 What are your opinions on non-profit organizations?
 How do you hear about non-profit events around Chicago?
 How do you feel when the Chicago skyline is lit up to reflect a cause?
 What are your thoughts on lighting Chicago’s skyline blue to raise awareness?
Exit question:
 Is there anything else you would like to say about Autism Speaks or the Light it Up Blue event?
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3. Qualtrics Survey
Autism Speaks as of 10/26
Q24 Welcome and thank you for participating in this survey. We greatly appreciate your input.
Q30 Timing
First Click (1)
Last Click (2)
Page Submit (3)
Click Count (4)
Q27 Do you have a general knowledge about what autism is?
 Yes (1)
 No (2)
If No Is Selected, Then Skip To End of Block
Answer If Do you know what Autism is? Yes Is Selected
Q18 Have you ever heard of the organization Autism Speaks?
 Yes (1)
 No (2)
If No Is Selected, Then Skip To What color represents Autism and Auti...
Q19 What is your opinion of the organization Autism Speaks?
 Highly Negative (1)
 Moderately Negative (2)
 Indifferent (3)
 Moderately Positive (4)
 Highly Positive (5)
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4. Q29 What color is associated with Autism and Autism Awareness?
 Image:Purple (1)
 Image:Blue screen 60 120 167 (2)
 Image:Img thing (3)
 Image:400px green square.svg (4)
 Image:Bright red suede (5)
 Image:200px solid black.svg (6)
 I don't know (7)
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5. Q10 Is anyone in your life effected by autism?
 Yes (1)
 No (2)
If No Is Selected, Then Skip To End of Block
Q41 Please rate how much autism effects your life.
 Not very effected (1)
 Somewhat effected (2)
 Very effected (3)
Q28 Timing
First Click (1)
Last Click (2)
Page Submit (3)
Click Count (4)
Answer If Have you ever heard of the organization Autism Speaks? Yes Is Selected
Q1 Are you a current or past volunteer for Autism Speaks?
 Yes, current volunteer (1)
 Yes, past volunteer (2)
 No (3)
Answer If Have you ever heard of the organization Autism Speaks? Yes Is Selected
Q2 How many events for Autism Speaks have you participated in? Please insert a number.
Answer If How many events for Autism Speaks have you participated i... Text Response Is Greater Than 0
Q5 Have you participated in an Autism Speaks Light It Up Blue event?
 Yes (1)
 No (2)
Answer If Have you participated in the Autism Speaks Light It Up Bl... Yes Is Selected
Q6 Use the slider to describe your experience with Light It Up Blue.
 1 (1)
 2 (2)
 3 (3)
 4 (4)
 5 (5)
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6. Q31 Timing
First Click (1)
Last Click (2)
Page Submit (3)
Click Count (4)
Answer If Have you ever heard of the organization Autism Speaks? Yes Is Selected
Q25 Are you aware that many buildings worldwide "Light Up Blue" for Autism Awareness Month?
 Yes (1)
 No (2)
Answer If Are you aware that many building worldwide "Light Up Blue... Yes Is Selected
Q26 Do you think lighting buildings blue during Autism Awareness Month is effective in raising awareness?
 Yes (1)
 No (2)
Answer If Do you think lighting buildings blue during Autism Awaren... No Is Selected
Q40 Why do you believe lighting buildings blue is not effective in raising awareness?
Q14 Which month is Autism Awareness month?
 January (1)
 April (2)
 May (3)
 August (4)
 October (5)
 I don't know (6)
Q32 Timing
First Click (1)
Last Click (2)
Page Submit (3)
Click Count (4)
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7. Q37 Please click on the one area that stands out to you the most.
Q38 Timing
First Click (1)
Last Click (2)
Page Submit (3)
Click Count (4)
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8. Q13 Pretend you have $100 to distribute among the 5 charitable organizations below. Insert the amount you
would give to each organization in the corresponding text boxes.
______ Image:Noblenews 0001 susan%20g%20komen (1)
______ Image:99691 1228596668491 300 207 (2)
______ Image:Autism speaks logo good (3)
______ Image:Habitatlogo1 (4)
______ Image:Ncadv logo (5)
Q33 Timing
First Click (1)
Last Click (2)
Page Submit (3)
Click Count (4)
Q35 Do you or have you volunteered for a not-for-profit organization?
 Yes (1)
 No (2)
If No Is Selected, Then Skip To End of Block
Q7 Rank the following not-for-profit causes that you would volunteer for (1 being the most likely to volunteer
and 6 being the least likely).
______ Autism Speaks (1)
______ Susan G. Komen for the Cure (2)
______ (RED) (3)
______ Habitat for Humanity (4)
______ National Coalition Against Domestic Violence (5)
______ Other (Please Specify) (6)
Q34 Timing
First Click (1)
Last Click (2)
Page Submit (3)
Click Count (4)
Q4 What is your motivation for volunteering? Please select all that apply.
 You are affected by a cause (1)
 Someone you know is affected by a cause (2)
 You enjoy volunteering for non-profit organizations (3)
 You enjoy participating in fun events (4)
 You are morally motivated to volunteer (5)
 Other (please specify) (6) ____________________
Q15 Please select your gender:
 Male (1)
 Female (2)
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9. Q16 In what year were you born? (ex. 1985)
Q17 Describe your current employment status.
 Student (Unemployed) (1)
 Student (Employed) (2)
 Employed (Part-Time) (3)
 Employed (Full-Time) (4)
 Unemployed (5)
 Retired (6)
Q23 Please rank methods through which you would be willing to receive more information about Autism.
______ Email (1)
______ Mail (2)
______ Text Message (3)
______ Social Media (ex Twitter, Facebook, etc.) (4)
______ Autism Speaks Website (5)
Q36 Thank you for completing the survey. We appreciate your time and input.
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