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

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
email address or LUC.edu
Friday, October 5, 2012
Dear Katrina Mesina,
Please find attached our response in support of your Request for Information (RFI) about our capabilities as a
research partner. This two page document serves to demonstrate our exploratory research design capabilities.
Once in agreement about exploratory research, we will demonstrate conclusive research including questionnaire
formation using Qualtrics (an online survey collection tool).
First, our research supplier team is in agreement that . . .
Autism Speaks is the world’s largest advocacy group for those with autism. The organization works to better the
lives of those struggling with autism, including their families through science, family services, awareness, and
advocacy. Autism Speaks’ target markets are those whose lives have been affected by autism, individuals who
are willing to volunteer to help the organization, and young, urban professionals ages 20-40. The not-for-profit
group offers a variety of tool kits, financial grants, support groups, and resource guides to help those affected by
autism in addition to fundraisers and events for awareness. A need for research has presented itself due to
previous attempts to turn Chicago blue for the Light It Up Blue event. The goal is to make the Light It Up Blue
event in Chicago a success. Using research objectives, we will understand the full picture of the event.
Therefore, the following managerial decision opportunity (MDO) is proposed:
How will Autism Speaks make the Light It Up Blue event in Chicago a success? This managerial decision
opportunity is discovery-oriented.
In support of the above listed research question, the research objectives below are proposed:
1. Explore who volunteers for Light It Up Blue.
2. Investigate the underlying motives of those participating in Light It Up Blue.
3. Understand why buildings do not participate in the event.
4. Examine if lighting up Chicago blue helps raise awareness for Autism Speaks.
5. Determine why other not-for-profit causes are supported in Chicago.
The next page demonstrates expertise in exploratory design capabilities. Data will be collected through
November 2012; after analysis in December 2012, a complete White Paper will be delivered.
Please find our complete contact details below. We look forward to working with you!
Thanks,
Jacob Hostetler
jhostetler@luc.edu

2. Proposed Exploratory Methods
Literature Search:Literature search is a well thought out and organized search for all of the literature
published on a topic. It is secondary and either quantitative orqualitative. Past case studies and statistics can be
applied to this managerial decision opportunity.
Benefits: It is fast and inexpensive which is highly beneficial to a not-for-profit such as Autism Speaks.
Literature search identifies new ways to shed light on research that has been done on Autism Speaks and other
similar organizations such as Susan G Komen for the Cure and Project (RED).
Limitations: There is very limited research on the Light It Up Blue event specifically.
Literature Search will best provide data for Research Objectives: 1. Explore who volunteers for Light It Up
Blue; 5. Determine why other not-for-profit causes are supported in Chicago.
Observation:This method involves obtaining information by witnessing consumers in their environment.
Observation is primary and qualitative. Both structured and unstructured categories may be applied.
Benefits:Observers are able to perceive behaviors and behavioral trends firsthand. Non-structured observations
of Autism Speaks events could generate new questions/ideas, and is much more flexible.For example, a count
of blue shirts at Autism Speaks events could be conducted. Structured observations serve to check existing
assumptions, and there are many assumptions such as “everyone knows blue symbolizes autism awareness,”
and “the Light It Up Blue event is the major autism awareness event.”
Limitations: A researcher from Autism Speaks may be biased, which can lead to inaccurate results.
Observation will best provide data for Research Objectives: Observation is not applicable to this study.
Focus Groups: A focus group is a primary, qualitative research method in which a group of consumers are
asked about their perceptions, experiences, and opinions towards a product, service, or organization. These
allow the researcher to get different viewpoints of Autism Speaks and the Light It Up Blue event.
Benefits:Focus groups consisting of current Autism Speaks volunteers and random Light It Up Blue event
participants could offer new insights on the organization and the event in a comfortable and social setting.
Limitations: Groupthink may undermine the research objectives and participants may not express their accurate
opinions of Autism Speaks and Light It Up Blue.
Focus Groups will best provide data for Research Objectives: 2. Investigate the underlying motives of those
participating in Light It Up Blue; 4. Examine if lighting up Chicago blue helps raise awareness for Autism
Speaks.
Depth Interviews:In this method, researchers have one-on-one conversations with key informants and/or
outliers from focus groups. Interviews are primary and qualitative. Interviewing subject matter experts as well
as those who are not as knowledgeable will benefit the research.
Benefits: Depth interviews allow researchers to gain knowledge about consumer opinions and ask more
questions about Autism Speaks. Interviews of members of Autism Speaks, such as Tori, would lend an inside
perspective on the organization, which could be contrasted with interviews of outside volunteers.
Limitations: These are expensive and very time consuming. These are difficult for not-for-profits such as
Autism Speaks. Depth interviews also only get data from a single person at a time.
Depth Interviews will best provide data for Research Objectives:2. Investigate the underlying motives of
those participating in Light It Up Blue; 4. Examine if lighting up Chicago blue helps raise awareness for Autism
Speaks.