bsa final report dec 2014
TRANSCRIPT
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BUS 209: Quantitative Analysis of Business
December 3, 2014
An Analysis of Former, Current,
and Prospective Cub Scouts
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1
Table of Contents
Executive Summary 2
Introduction 3
Project Overview
Market Analysis 4
Competitor Analysis 8
Research 9
Current Scouts 9
o Research Methodology 9
o Qualitative Analysis 10
o Survey Results 12
Former Scouts 32
o Research Methodology 32
o Qualitative Analysis 32
o Survey Results 34
Hispanic/Latino Awareness 46
o Research Methodology 46
o Qualitative Analysis 46
o Survey Results 47
Conclusions and Recommendations 52
Conclusions 52
Recommendations 54
Appendix 57
Works Cited 58
Students who participated in the Project 62
Research Instruments 65
o Current Scouts 65
o Former Scouts 67
o Hispanic/Latino 72
Supplementary Graphs 77
o Current Scouts 77
o Former Scouts 95
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Executive Summary
The Boy Scouts of America, Crossroads of America Council seeks to strengthen the enrollment
and retention of those available to participate in Cub Scouts. The Byrum Business School, BUS209
Quantitative Analysis of Business course collected and analyzed a variety of secondary and primary
research to understand the current state of the population of boys ages 7 - 11, and explored opportunities
to more effectively retain and enroll members. The semester-long project included research on the
following objectives; 1) retain current Cub Scouts; 2) decrease dropped registrations among Cub Scouts;
and 3) increase awareness among prospective Scouts in the Hispanic/Latino community. This report
includes an analysis of the research data, along with recommendations to achieve these objectives.
Results of the survey performed in October and November of 2014 indicate that parent
involvement is critical to retention. Furthermore, former and current Cub Scouts prefer outdoor activities
such as camping over "school work" activities that occur in the meetings. Dropped registrations can be
traced to parent dissatisfaction with Den and Pack Meetings. Disorganization, lack of leadership, time
commitment, and quality and variety of activities all contribute to low parent satisfaction.
The Hispanic/Latino awareness research reveals that awareness of Scouting is moderately high,
but lacks understanding of the BSA mission. This group most strongly associating values, social
activities, and physical activities with the Scouts.
After interpretation of the results, recommendations to maintain loyalty, increase retention, and
expand among the Hispanic/Latino demographic are, specifically, 1) improve leadership, organization,
and communication within Dens and Packs, 2) consider flexible time commitment options, 3) a
mentoring program pairing Cub Scouts with Boy Scouts, 4) partnerships that provide access to facilities,
contacts within new target markets, and other differentiation opportunities, 4) marketing to diverse
populations at minority focused events, aligning messaging specific to their needs, and through the use of
targeted media, such as Spanish-language radio and social media.
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Introduction
Project Overview
The Crossroads of America Council, Boy Scouts of America (BSA) requested a study in order
to identify issues in three areas related to Cub Scouting: retention of current Cub Scout families,
dropped registrations, and the awareness of Cub Scouts among the Hispanic/Latino community. The
overall goal was to perform a business analysis with recommendations to maintain loyalty, increase
retention, and increase awareness for the Boy Scouts of America organization.
Market research was completed by the Clark H. Byrum School of Business in the spring 2014
BUS 209: Quantitative Analysis of Business course, where data was collected on current, former, and
prospective Scouting families. The BUS 209 course students met with the Marketing and Public
Relations Director of the Crossroad of America Council, Emily Elliott, to receive feedback, direction,
and information essential to the project. In order to communicate with the Cub Scout population, the
class was provided contact information for current and former Scouts. The data collected from the Cub
Scout population was interpreted and recommendations were developed to meet the project objectives.
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Market Analysis
Secondary research included a review of more than fifty documents and websites to explore
current market perceptions about Scouting, to review Scouting trends and activities for boys ages 7 –
11, and to review information specific to market size for the Crossroads Council.
Market perceptions about Scouting are mixed, with positive views surrounding the benefits of
participation and some concerns regarding the time commitment required for Scouting, the financial
obligation, as well as the controversy surrounding Resolution 2014. The beneficial aspects of
participation in Cub Scouts, found in the research, are becoming a better individual, growing
religiously, and experiencing new technology. One of the most prominent strengths that the Boy Scouts
implement is their values-based curriculum. The program strives to develop boys into well-rounded
young men by demonstrating how to become respected leaders, developing self-confidence and
stronger characters. These characteristics help the youth cultivate “academic skills, leadership skills,
and citizenship skills that influence their adult lives” (Interactive 5). A study conducted by Harris
Interactive found that 80% of the adults who were former Scouts say the values they learned in
Scouting continue to be very important to them today (Values of Scouts). Another strong point BSA
implements in their program is the variety of activities and unique opportunities offered. Some of their
events include the Blue and Gold Banquet, camping, derbies, field trips, and service projects.
Furthermore, these programs help Cub Scouts meet and connect with boys their own age, participate in
activities with others who share similar interests, and create new friendships.
Another benefit Cub Scouts receive is the involvement in religious growth. There are troops of
many different religions participating in Scouting, and there are 26 different religions that give awards
and badges for the Scout’s religious achievements (Armstrong). Incorporating technology in Scouting
is also viewed as positive. The BSA’s main approach in communicating science and technology to its
Scouts is through the STEM program (science, technology, engineering, and mathematics)
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(Scouting.org). This program gives Scouts an additional option, especially for those who have more
academic interests. The STEM program may not yet be a traditional Scouting activity; however, it
provides substantial skills and benefits to the Scouts who participate.
Issues cited in the secondary research relate to the time requirements for Scouting, the financial
commitment, and the continued disagreement on the issue of homosexuality. Children today participate
in a variety of activities which forces families and children to balance their time commitments. Most
children are in school an average of about seven hours a day plus the amount of time it takes to
complete homework. Children may also participate in extracurricular activities, which can add up to
almost eleven hours a day away from home. School, transportation, homework, and extracurricular
activities allow children little time to do other things, which hinder some children’s involvement in the
BSA program.
Money is also an increasing issue for children who wish to participate in Cub Scouts. The cost
of Cub Scout uniforms and the cost to participate in events may be challenging for lower income
families. A typical Cub Scout’s uniform could cost anywhere from $134 to $222. This amount does not
include additional accessories for their uniform, such as various patches (ScoutStuff). In some, “Scout
groups, which usually include more than one section, are sponsored by religious organizations (52%),
service clubs (25%), community organizations (18%), government agencies, parent teacher
organizations or fire departments (5%)” (Morland). While formal organizations may assist in paying
some of the amount spent on Scouting; many parents will likely not have access to these resources and
may find Scouting cost-prohibitive.
The final issue is the official position that the Boy Scouts of America took as of 2014. This
position states that Scouts themselves can be homosexual and still be a part of BSA, but maintained the
stance that homosexual adults are not allowed to hold leadership positions. There continues to be both
proponents and opponents with regard to the issue. One proponent of the 2014 position is the LGBT
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youth and their allies who have a website called Scoutpride.org (BSA Discrimination). The website
aides children in revealing their sexual orientation, and it gives support to homosexual BSA members
who are bullied or asked to leave the unit. Some opposition can be seen in an interview with the
Washington Times. Dennis Ebersole, a Den Leader in Virginia, said, “Within 12 hours of the
announcement that the membership standards resolution had passed, I was contacted by five other
members in my pack leadership committee, questioning whether they were going to continue
Scouting.” (Yu)
Research concerning membership trends in Scouting primarily discussed how membership has
been dropping significantly. “For every two Scouts that join, only one will make it to the third year”
(Morland). Morland also stated that troops who do not offer as many outdoor activities are more likely
to lose Scouts. “Scouts who achieve badges are more likely to stay and continue to the Venturer
program (ages 14-17). Scouts who achieve awards are involved in more outdoor activities that they
enjoy, which improves the retention rate.”
In the June 2011 issue of Scouting Magazine, reasons for retention problems were identified as
competition with after-school activities, poor parent commitment, program decline, disconnection
between Scout and Pack, cost, and trouble reaching out to today’s kids (Bryan). Positive trends for
Scouting pointed to success of a new program that included useful guidelines and lesson plans to assist
Den Leaders. These lessons instruct the Cub Scouts to work together on ranked achievements. “Group
participation is fun for kids, and boys who advance with peers are more likely to stay with the
program” (Bartusek).
Trends for boys participating in sports activities are also negatively impacting membership.
According to a 2014 survey performed by Sports Marketing Surveys, about fifty-nine percent of boys
aged six to eleven participate in sports. The survey also revealed that these children spend, on average,
twenty hours per week playing sports. This leaves little time for additional extracurricular activities.
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The 2014 Council Market Analysis report was provided by the Crossroads of America Council
as another resource to understand the market. According to this report, the population of boys age
seven to ten in the twenty-five counties that make up the Crossroads of America Council is 86,976.
This number represents the total available market for Cub Scouts. To better understand the Hispanic
and Latino population that make up a growing part of this total, additional research was done to
quantify this potential opportunity. The Hispanic/Latino market represents approximately 6.4%, or
414,963 residents, of the total Indiana population. Of this, approximately .006%, or 3,890 residents, of
Indiana’s total population are Hispanics/Latinos ages 5 to 9, the primary age group for prospective Cub
Scouts. The Hispanic/Latino market is the third largest ethnicity in Indiana, with Caucasian and African
American being the most prominent (“Population Projections”). The Hispanic/Latino population has
continued to grow in Indiana, from just 1.78% percent in 1990 to its current size of over 6%, and is
estimated to increase another 2% in the next five years (“Population Projections”).
Hispanic population by
county is shown on the map. Of
the 25 counties that are part of the
Crossroads of America Council,
Clinton County shows the highest
percentage, 13.2%, of Hispanics.
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Competitor Analysis
There are numerous direct and indirect competitors to the BSA, which include the Boys and
Girls Club of America, 4-H, YMCA, Trail Life USA, and organized sports. All of these organizations
compete for children’s time, which could impact the organization’s enrollment in the future.
One of BSA’s strongest competitors is the Boys and Girls Clubs of America. There are 4,074
Boys and Girls Club facilities in the United States, with 1,400 of those facilities being connected to
schools. Collectively, they serve four million people with approximately fifty-five percent of those
members being male. Around forty-six percent of their members are between the ages of six and ten
years old, and twenty percent are between the ages of eleven and twelve years old.
4-H is one of the world’s largest youth development organizations with seven million youth
members, making it a strong competitor for BSA. 4-H assists with children’s development of personal
and social skills that leads to improvement in all aspects of their future. 4-H is very similar to the Boy
Scouts by creating leadership, responsibility, initiative, and many other values in America’s youth
today.
YMCA is another noteworthy competitor to BSA. This organization serves nine million youth
and thirteen million adults in the United States each year. The YMCA has more than 2,700 facilities in
the U.S. that offer programs focused on youth development, healthy living, social responsibility,
leadership, and sports. With the organization having a variety of activity based programs for adults and
children, the YMCA creates competition for the Boy Scouts of America (BSA).
Trail Life USA is a significant rival to BSA. It is a Bible-based group that is open to people of
all faiths. The organization began as a result of BSA’s Resolution 2014 which allows homosexual
members. Trail Life USA and BSA have very similar aspects, for example, they have troops, they go on
special trips, and even serve the community (The Right Scoop).
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A large majority of children participate in a variety of sports from a young age because it is fun
and their friends are involved as well, making sports an important indirect competitor of BSA.
Participation in organized sports is one of the top reasons that Scouts leave their Packs. All types of
sports are a significant factor in the decline of membership and should be considered by BSA for the
sake of membership retention.
Research
Three separate research projects were performed consisting of three different parts – secondary
research, qualitative interviews, and a quantitative survey. The projects focused on the following:
loyalty among current Scouts, understanding the reasons for dropped registrations among former
Scouts, and public awareness among prospective Scouts in the Hispanic/Latino market. Each of the
three research projects are presented independently in the following sections.
Current Scouts
Research Methodology
Following the secondary research, qualitative research was performed in September 2014. In-
depth interviews were held with current Cub Scouts, parents of current Cub Scouts, and three Pack
Leaders. A copy of the discussion guides used in the interviews can be found in the Appendix. A
quantitative research study was done using email messages inviting current Cub Scout families to
participate in an online survey instrument. The survey instrument was developed and implemented
using SurveyMonkey and a copy can be found in the Appendix. The survey consists of 29 questions
and 65 data points with varying topics such as satisfaction levels, likelihood to recommend, and
preferences for activities.
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Using an online sample size calculator, a target sample size was calculated using a population of
11,618 current Cub Scout families with boys ages 5 - 12. The population database was provided by the
Crossroads Council. A statistically significant sample was calculated to be 383 respondents. This
number provided a confidence level of 95% +/-5%. However, email addresses were available for only
10,025 of the total families in the list. Of those, 9,439 of the addresses were valid. These families were
invited to participate, and 657 useable responses were received, resulting in a 7% response rate among
those sampled.
Qualitative Analysis
In-depth interviews were held with ten Cub Scouts ranging from ages 7 - 11 years old and fifteen
parents of Cub Scouts (including two Cub Masters and three Pack Leaders). In addition, one former
Cub Scout who obtained his Eagle Scout rank, and a 7 year old boy who aspires to be a Cub Scout,
along with his parent, were interviewed. These interviews provided insight and were instrumental in the
quantitative survey development.
A majority of the parents interviewed said that it is vital that the parents of the Scouts be involved;
the more that the parents participate, the more likely the kids will continue in Scouting. Several parents
also stated that sports and other activities often come in conflict with Scouting, making it difficult for
the boys to choose in which one they would rather participate. For example, one family interviewed
discussed that during Cub Scouts twelve boys were involved in their Pack. Unfortunately, when it was
time to move up to Boy Scouts, the Pack dwindled to only five boys because of conflicting interests.
Most of the Cub Scouts interviewed stated that their favorite parts of Scouting are camping, the
Pine Wood Derby, and the Rain Gutter Regatta. This gave a sense that overall the boys value the
camping activities and competition programs most in their Scouting experience. As for the parents,
most stated that they value Scouting because it builds the boys’ characters, and instills valuable life
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lessons and leadership. The parents also said that Scouting is a good way for the boys to make friends
who share similar interests.
Another key insight, discovered in the interviews, is that a majority of Scouts were influenced to
join by a family member who was involved as a child, friends who were joining, or their own interest
in outdoor activities (i.e. camping, canoeing, building fires, hiking).
Across all of the interviews, the majority of people stated that their least favorite aspect of the
program was the meetings because they were “long and boring” or the leaders “talked too much.”
In one interview, an African-American parent spoke about the way he perceives Scouting. This
parent’s child wanted to join Cub Scouts after hearing about the program at school. The parent stated
that when he was growing up he viewed the boys who were in Scouts as weird or different, and they
generally did not fit in socially. Ultimately, he did not want his child to join Cub Scouts because he
heard of instances of misconduct that took place involving Pack Leaders and the children. The father
did not believe that his child was mature enough to handle this type of situation which made his child
vulnerable.
In a final interview, one parent commented on the reason for why others do not join. He stated
that there were not enough Hispanics/Latinos in Scouting. This parent believes that the program was
missing out on the opportunity to recruit Hispanic families due to inadequate resources for Spanish-
speakers within the organization.
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Survey Results
Among the current Scouting families who responded to the survey, 86% of them are married,
10% are unmarried, 3% are in a domestic partnership, and 1% are widowed. Ninety-six percent of
respondents have some sort of college experience and nearly three quarters of the total hold a
bachelor’s degree or higher. The results revealed that 75% of Cub Scout parents are employed, 12% are
stay at home parents, and 13% are either self-employed or other. Over 40% indicated a household
income of greater than $100,000 per year. About two-thirds indicated an income of more than $75,000
per year. Only 7% of the respondents have an income less than $30,000. Additional demographics
collected in the survey can be found in the Appendix.
The survey is divided into the following four sections: Experience with Scouting, Membership,
Satisfaction with Scouting, and Suggestions for Improvement.
Experience with Scouting
Respondents were asked to provide their future plans regarding the BSA. Of the parents who
were surveyed, 93% believe that their child will remain in Cub Scouts until at least Boy Scouts, while
80% of parents believe that their kids will continue into Boy Scouts. Only 64% of parents think it is
probable their child will reach the rank of Eagle Scout.
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Respondents indicated that currently, email (82%) and meetings (79%) are the most frequent
means of receiving updates about Scouting activities. Among those who answered “other,” many were
the Den or Pack Leader and indicated that updates originated from themselves. The next most frequent
“other” response is text messaging.
29%
31%
32%
62%
49%
30%
0% 20% 40% 60% 80% 100%
Remain in CubScouts until Boy
Scouts
Become a BoyScout
Pursue EagleScout
How likely is your child to:
SomewhatLikely
Likely
62%
80%
91%
n=634
12%
16%
17%
19%
30%
79%
82%
0% 20% 40% 60% 80% 100%
Other
Flyers
Social Media
Website
From your child
From AttendingMeetings
How do you recieve updates about your child's scouting? (check all that apply)
n=632
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The majority of the parents of current Scouts feel that they are actively engaged in their child’s
Cub Scout experience.
In addition to Cub Scouts, nearly all boys are involved in at least one additional activity and
many participate in two or more activities. Three-fourths of the respondents indicated that their child is
currently involved in a sports team or activity. Just over one-third of Cub Scouts are involved in a
church group, while one-fourth of the Scouts participate in music.
93%
7%
Do you feel actively engaged in your child's Scouting?
Yes
No
n=632
7%
75%
7%
25%
23%
9%
34%
10%
5%
0% 20% 40% 60% 80%
Other
Boys & Girls Clubs
Arts
4-H
YMCA
School Club
Music lessons/music
Church Group
Sports team or activity
Which of the following extracurricular activities is your child currently involved in? (check all that apply)
n= 562
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When asked why parents want their child to remain in Scouting, more than three fourths of the
parents indicated friendships (79%), character development (78%), and life skills (76%). Recreational
opportunities were indicated by 70% of those who responded. Also, approximately half of the
respondents noted that leadership training and opportunities for family bonding were reasons for
wanting their child to continue in Cub Scouts.
79%
78%
76%
70%
52%
50%
6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Friendships
Character Development
Life skills
Recreational opportunities
Leadership Training
Opportunities for family bonding
Other
As a parent, what has made you want your child to stay involved in scouting? (check all that apply)
n=632
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When asked about what to do with frequency of meetings, sixty-three percent of the
respondents prefer the meetings and activities to remain as they are with an August – May meeting
schedule. Fourteen percent of the respondents had no preference. Twelve percent preferred some type
of shortened schedule and 12% selected “other.” Among those who selected “other,” many indicated a
preference for bi-weekly meetings.
Forty-two percent of the respondents do not hold and have not ever held a leadership position in
Scouting. Among those who indicated that they have held or do hold leadership positions, Den Leaders
are the most frequent, followed by Committee Leaders or Committee Members. Only 11% indicated
Pack Leader and 12% indicated some other leadership position. The majority of the “other” responses
were positions such as assistant Den Leader, Treasurer, or Popcorn Kernel (person leading the popcorn
sales).
63%
5%
6%
14%
12%
Remain as it is with an August - May weeklymeeting schedule
Be shortened to a schedule of weekly meetingsfor approximately 6 months a year
Provide the option of weekly meetings in 3month blocks for participation in 1, 2, or 3 blocks
as desired
No preference
Other (please specify)
0% 10% 20% 30% 40% 50% 60% 70%
Thinking about frequency of meetings and activities, which of the following would you prefer for the Cub Scout program over
a one year period? I would prefer it:
n=600
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Nearly three fourths of the respondents indicate that they were involved in Scouting as a child.
This shows that there is a strong legacy of Scouting in families currently participating in Cub Scouts.
12%
11%
32%
39%
42%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Other
Pack Leader
Committee Leader/Member
Den Leader
None
Please check any of the following leadership positions you or your spouse has held in scouting (currently or in the past)
uio
n= 599
74%
26%
As a child were you or your spouse involved in any type of Scouting?
Yes
No
n=602
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Membership
Over half of the boys in Cub Scouts did not know anyone in their Pack before they joined.
Forty-five percent of the respondents have been involved in Scouts for three or more years. The
remaining 55% have been in Scouting for two years or less.
The majority of boys entering Cub Scouts (70%) first learned about Scouts through some form
of school communication or event at school. The second most common way that boys heard about Cub
Scouts was that a parent had personal experience with Scouting as a child (25%). Together, family and
friends account for twenty-eight percent. Fewer respondents, 11% or less, heard through word of
43%
57%
Did you know anyone in your Pack before you joined?
Yes
No
n=633
27%
28%
36%
9%
How long has your child been in Cub Scouts/Boy Scouts?
Less than 1 year
1-2 years
3-4 years
5 or more years
n=634
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mouth, neighborhood or community notification/flyer/sign, online sources or festival/community
event/fair.
Among the current Scout families who responded, interest in Scouting was most frequently
initiated through the child (68%) or the parent (48%). Note that respondents could select both of these
responses. Only 5% reported interest as a result of another family member and 3% reported some other
form of interest. The most common “other” response was that a friend initiated the interest.
4%
1%
2%
6%
7%
11%
14%
14%
25%
70%
0% 20% 40% 60% 80%
Other
Festival/Community Event/Fair
Online source (website, social media, etc.)
Church
Neighborhood or Community…
Word of Mouth
Family
Friend
Personal Experience with Scouting
School Communication or Event at School
How did you or your child hear about Cub Scouts? (check all that apply)
n=
68%
48%
5%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80%
My child asked to join Cub Scouts
I wanted my child to join Cub Scouts
Another family member wanted my child to joinCub Scouts
Other (please specify)
Which best describes your child's initial interest in Cub Scouts? (check all that apply)
n=632
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The majority of respondents (79%) answered “no” when asked if their child signed up with a
friend.
Parents indicate that they spend a considerable number of hours participating in Cub Scout
activities. Just over three-fourths of the respondents contribute four hours or more per month. Nearly
two-thirds spend seven hours or more each month.
19%
79%
2%
Did your child sign up with a friend?
Yes
No
Don't know
2%
22%
45%
17%
14%
As a parent, approximately how many hours per month do you you spend participating in Cub Scout activities?
Less than one hour
1-3 hours
4-6 hours
7-10 hours
Greater than 10hours
n=630
n=627
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Satisfaction with Scouting
On a scale of 1-5, from “Least Favorite” to “Most Favorite,” respondents rated their child’s
Scouting activities. Mean values were calculated for each activity; with the higher mean value
corresponding to the activity that is the “Most Favorite.” BB Guns and/or Archery is indicated as the
most favorite activity, with a mean of 4.7. Other outdoor activities and camping trips are also highly
rated, each with a mean of 4.5. Activities receiving the lowest ratings were popcorn sales (2.8), wearing
the uniform (3.6), Pack meetings (3.7), and learning about life skills (3.7).
Also of note is that robotics/computers, boat racing, and the Circuit of Fun each had a large
number (approximately 200 total responses) of “Not Applicable” or skipped responses, indicating that
many respondents have no knowledge of or did not participate in these activities.
4.7
4.5
4.5
4.4
4.4
4.3
4.2
4.1
4.0
4.0
4.0
3.9
3.9
3.7
3.7
3.6
2.8
2.0 2.5 3.0 3.5 4.0 4.5 5.0
Using BB Guns and/or Archery
Other outdoor activities
One or two day camping trips
Pinewood Derby
Making Friends
Earning Awards
Fishing
Playing Sports (football, kickball, etc.)
Circuit of Fun
Robotics/Computers
Den Meetings
Boat Racing competitions
Attending sporting events
Learning about Life Skills
Pack Meetings
Wearing the Uniform
Popcorn sales/Fundraising
Mean
On a scale of 1-5, with 1 being the least favorite and 5 being the most favorite, rate how much your child enjoys/enjoyed participating in the
following activities while in Cub Scouts
n=605
22
Using a five-point scale ranging from “Strongly Agree” to “Strongly Disagree,” respondents
were asked to rate their agreement on thirteen factors related to their Cub Scout experience. The
following graph shows the Agree and Strongly Agree responses. Complete ratings showing all
responses for each factor are available in the Appendix.
Ten of the thirteen factors received very favorable ratings, with 80% or more of the respondents
providing an Agree or Strongly Agree response. Only three factors received lower ratings, with science
and technology opportunities provided being the lowest at 60% agreement. Another very positive
aspect is that there is a high amount of respondents who said that they would recommend participation
in Cub Scouts to other families. With 44% “Strongly Agree” and 42% “Agree,” this indicates a high
level of loyalty among current Scouting families.
Not only should the “Agree” ratings be viewed, but the “Disagree” ratings for five of the listed
factors should be viewed as well. Fewer than 3% responded “Strongly Disagree” or “Disagree” for
recommending participation in Scouting to others. Fourteen percent of the respondents strongly
disagreed or disagreed with the statement, “Science and technology learning opportunities are provided
to my child.” Strongly Disagree or “Disagree” was also indicated by 8% of respondents for “I am
satisfied with our Pack Leader,” and “I enjoy attending the weekly meetings.” Also, seven percent of
respondents answered “Strongly Disagree” or “Disagree” for the statement “I am satisfied with my
child’s Den Leader,” and “My Den or Pack Leader encourages community service.”
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42%
49%
45%
51%
48%
48%
39%
44%
48%
53%
42%
56%
55%
18%
22%
28%
30%
33%
33%
43%
38%
37%
34%
44%
33%
36%
20% 40% 60% 80% 100%
Science and technology learning opportunities are/were providedto my child
I enjoy(ed) attending the weekly meetings
My Den or Pack Leader encourages/encouraged communityservice
My child learned a lot in Cub Scouts
Award ceremonies are a valuable part of the Scouting experience
The amount of money spent on Scouting is worth it
I am/was satisfied with my child's Den Leader
I am/was satisfied with our Cub Scout Pack Leader
Community service is a valuable part of the Scouting experience
My child enjoys/enjoyed attending the weekly meetings
I would recommend participation in Cub Scouts to other parents
The activities offered appeal(ed) to my child's interests
Scouting encourages a healthy and active lifestyle
Thinking about your current or former Cub Scout experience, please indicate your agreement with the following statements.
Agree
StronglyAgree
85%
82%
81%
n=617
86%
91%
73%
60%
71%
89%
81%
81%
82%
87%
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The respondents were asked to rate their level of satisfaction with nine factors related to their
Cub Scout experience, along with overall satisfaction. Eighty-six percent of parents indicate they are
satisfied or very satisfied with their Cub Scout experience. Eight of the nine factors received
satisfaction ratings above seventy percent. The highest satisfaction levels received were for safety of
the Scouting environment (95%), values taught in Cub Scouts (90%), and time commitment required
for my child (86%). The only factor that fell below 70% was emphasis on religion, with 51% of the
parents indicating they are satisfied or very satisfied. The majority of the remaining parents (40%) are
neither satisfied nor dissatisfied with the emphasis on religion. However, eight percent are dissatisfied
and two percent are very dissatisfied. Another factor that stood out was the organization of Pack
meetings. Even though 71% of the parents indicate they are satisfied or very satisfied, 11% are
dissatisfied and 4% indicate they are very dissatisfied.
25
(Note: Some numbers do not total due to rounding)
36%
48%
54%
54%
52%
50%
61%
53%
44%
45%
15%
22%
23%
24%
29%
31%
25%
33%
45%
49%
0% 20% 40% 60% 80% 100%
Emphasis on Religion
Organization of Pack Meetings
The time commitment required for meas a parent
Frequency of wearing the Cub ScoutUniform
Quality of activities during Den or PackMeetings
Variety of activities during Den or PackMeetings
The time commitment required for mychild
Overall Satisfaction with Cub Scoutexperience
Values taught in Cub Scouts
Safety of the Scouting environment
Please rate your satisfaction level with the following items related to your child's Cub Scout experience.
Satisfied
VerySatisfied
n=624
95%
90%
86%
86%
81%
78%
77%
71%
80%
51%
26
Key Driver Analysis
Overall Satisfaction is known to be a reliable measure of loyalty (Morgan). By performing
additional statistical testing, mean satisfaction ratings for each variable measured can be analyzed and
its relationship to satisfaction overall can be derived. This provides a driver analysis that compares the
strength of the relationship for each variable rated to the overall satisfaction rating. This statistical
technique is known as a correlation analysis. Correlation coefficients are shown in the table below.
These numbers represent the strength of the relationship between each individual variable and overall
satisfaction. A perfect positive correlation would be 1.0 and no correlation would be 0. Correlations
above 6.0 are generally identified as strongly correlated.
Variable Correlation to
Overall Satisfaction
Variety of activities during Den or Pack Meetings 0.66
Organization of Pack Meetings 0.66
Values taught in Cub Scouts 0.65
Quality of activities during Den or Pack Meetings 0.65
The time commitment required for me as a parent 0.60
The time commitment required for my child 0.58
Safety of the Scouting environment 0.48
Emphasis on Religion 0.39
Frequency of wearing the Cub Scout Uniform 0.53
27
Plotting these correlations on a graph along with mean rated values for each variable provides a
driver analysis, as shown on the following graphic.
Derived Importance
Pe
rfo
rma
nce
0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9
4.6
4.4
4.2
4.0
3.8
3.6
3.4
3.2
3.0
Time commitment
for child Time
commitment
for parent Organization of
Pack Meetings
Quality of activities during
Den or Pack meetings Variety of activities during
Den or Pack meetings
Emphasis on
Religion
Safety of Scouting
environment Values taught
Frequency of wearing Uniform
Weak Driver of Satisfaction
Performing Well
Strong Driver of Satisfaction
Performing Well
Weak Driver of
Satisfaction Not Performing Well
Strong Driver of
Satisfaction Not Performing Well
28
Likelihood to recommend is another strong measure of loyalty (Matzler). Similar to the
satisfaction ratings shown previously, a correlation analysis was performed to understand the strength
of the relationship between the thirteen variables measured and likelihood to recommend Scouting to
other parents. Recommendation to others appears to be most strongly correlated, or driven by, the child
learning a lot, encouraging a healthy and active lifestyle, the activities offered, weekly meetings, and
the value for the money spent on Scouting. Only 22% of the respondents strongly agreed with the
statement “I enjoy attending the weekly meetings.” This indicates a strong improvement opportunity.
Variable Correlation To
Recommendation
My child learned a lot in Cub Scouts 0.69
Scouting encourages a healthy and active lifestyle 0.64
The activities offered appeal to my child's interests 0.63
I enjoy attending the weekly meetings 0.63
The amount of money spent on Scouting is worth it 0.62
I am satisfied with our Cub Scout Pack Leader 0.59
My child enjoys attending the weekly meetings 0.56
Community service is a valuable part of the Scouting experience 0.56
My Den or Pack Leader encourages community service 0.56
I am satisfied with my child's Den Leader 0.54
Science and technology learning opportunities are provided to my child 0.53
Award ceremonies are a valuable part of the Scouting experience 0.52
29
A two-sample t-test examines whether two samples are different and is commonly used when
the variances of two normal distributions are unknown. This type of t-test was used to determine if the
overall satisfaction and the likelihood to recommend BSA between current and former Scouts is
significantly different.
Overall Satisfaction
Current Scouts 4.15
Former Scouts 3.08
p(T<=t) one-tail = 4.75554E-24
The mean overall satisfaction for current Scouts is 4.15 on a five point scale, and the mean
rating for the former Scouts is 3.08. Evaluation of this difference using the t-test shows that there is a
significant difference between the two.
Likelihood to Recommend
Current Scouts 4.28
Former Scouts 3.18
p(T<=t) one-tail =2.32757E-22
The mean rating for likelihood to recommend Scouting among current Scouts is 4.28 on a five
point scale, while the mean rating for former Scouts is 3.18. Evaluation of this difference using the t-
test shows that there is a significant difference between the two.
30
Suggestions for Improvement
The final question of the survey allowed respondents to provide comments or suggestions for
the Crossroads of America Council on ways to improve Scouting. One-hundred and twenty responses
from current active participants in Cub Scouts were analyzed and codes were created for reccuring
themes. The table below displays the most common topics from the respondents, with some responses
receiving multiple codes.
The majority of comments were an expression of dislike about something. The top issue
provided in this section was the dislike of popcorn sales; however, this could be influenced by the fact
that the survey was fielded during the beginning of the BSA popcorn sale period. Twenty-six of the
responses expressed the dislike of leadership by a Den and/or Pack Leader. Thirty-seven responses
were related to the dislike of the meeting structure, advancement of the Cub Scouts, or the cost of the
program. Other responses surrounded the dissatisfaction with communication, use of volunteer time,
the 2014 resolution, or the religious aspect of the program and or Pack (mostly pertaining to the stress
of being part of another religion). Eleven of the responses were ambiguous, either liking or disliking a
Topic # of Occurrences
Dislike popcorn sales 18
Dislike Den Leader(ship) 15
Dislike Meeting Structure 15
Dislike Pack Leader(ship) 11
Dislike Cub Scout
Advancement 11
Dislike Cost 11
Dislike Communication 9
Dislike 2014 Resolution 7
Dislike Religious Aspect 5
Dislike use of volunteer
time 5
Ambiguous 11
Other 49
Total 167
31
particular topic, and in some cases the comment could not be interpreted distinctly. The remaining
comments, in the “other” category, generally expressed positive sentiments, although there were fewer
than five of any single type of response. Some examples of the most frequent types of responses
follow.
“Religion should remain a personal part of the Scouting program, allowing more people from
different backgrounds to participate…We need youth of all beliefs who have the solid ethical
grounding that Scouting provides.”
“We are new to scouting and I just feel a little lost. We are transferring to a different pack so
maybe it will be better in another. Wish there was a schedule for popcorn sales at stores instead of us
doing it ourselves.”
“… Boys don’t want to sit around and look at nutritional charts and hear about things they
learned in school that day. Cub Scouts requirements are antiquated and the responsibility placed upon
voluntary leaders is ridiculous. I can agree to coach any sport team and my commitment is maybe 3
months. If I agree to a den leader, it’s a year round commitment.”
32
Former Scouts
Research Methodology
Following the secondary research provided in the market analysis section, qualitative research
was performed in September 2014. Eighteen in-person depth interviews were held. A copy of the
discussion guides used in the interviews can be found in the Appendix. A quantitative research study
was done using email invitations inviting former Scouting families to participate in an online survey
instrument. The survey instrument was developed and implemented using SurveyMonkey and a copy
can be found in the Appendix. It consists of 29 questions and 59 data points with varying topics ranging
from reasons for leaving to preferences for activities.
Using an online sample size calculator, a target sample size was calculated using a population of
5,416 boys ages sixteen years or younger. The population database was provided by the Crossroads
Council. A statistically significant sample was calculated to be 359 respondents. This number provided
a confidence level of 95% +/-5%. Unfortunately, email addresses were available for only 291 families.
Of the 291 families invited to participate, 58 responses were received, resulting in a 20% response rate
among those sampled. In an effort to provide enough responses for analysis, 17 additional respondents
were added, bringing the total to 75 responses. The additional responses were from families who
indicated that their son is a member but is no longer actively participating in Scouting. Although not a
statistically significant sample, results are provided based on the data obtained from the 75 respondents.
Qualitative Analysis
The goal of the qualitative research was to gain insight on issues related to the BSA’s
enrollment decline and to assist in the quantitative survey instrument development. Interviews were
conducted with former Scouts and former Scout parents. A total of eleven former Scouts and seven
former Scout parents were interviewed. One of the eleven Scouts is an Eagle Scout, and one of the
33
Scout parents was a Den Leader. After completing the interviews, knowledge was gained on various
aspects of why Scouts leave BSA.
The former Scouts interviewed were in their early twenties, except for one child who was
eleven. One of the aspects that piqued the former Scout’s interest in joining BSA in the first place was
participation in an extracurricular activity. Common responses regarding the reason for joining were:
“it was my idea,” “my parents influenced me,” and “my friends were joining.” Around half of the
former Scouts were members for more than five years. Another aspect of Scouting that multiple
interviewees mentioned positively was the competiveness of the activities, as well as the bonds they
developed with other Scouts. The majority of the former Scouts spoke about the satisfaction and quality
of the friendships that they gained from their time in Scouting. Additionally, the interviewees expressed
the idea of the “Scouting experience” which involved exploring the outdoors and enjoying nature.
Through the interviews, valuable insight was gained on what activities they enjoyed and which
activities they disliked. Camping was the top response for their favorite activity. One Scout said, “I
enjoyed camping the most. It was the greatest feeling growing up as a kid getting to freely explore the
outdoors and understand nature.”
When asked about the reason for leaving, several mentioned that as they got older the
commitment became more difficult, which made it overall less enjoyable. Scouting became more like
“school work” because the Scouts had to attend meetings and write papers.
Parents of former Scouts had issues with the time commitment and the workload at troop
meetings. Many said that the troop meetings were “boring” and “pointless.” In one interview, a parent
(Den Leader at the time) spoke about the lack of parent participation. This led to a large workload on
this Den Leader, which ultimately led to her child dropping out of the Scouting program. Another
parent stated that he had to take over for another parent who dropped out because of schedule issues. A
final response from a parent was that certain views and political stances the BSA takes will eventually
34
lead to the withdrawal of more members. The interviews revealed that the contentment of parents in
Scouting may be equally as important as the happiness of the child participant.
The qualitative research results had a significant impact on the survey design. After a review of
the eighteen interviews, the overlap of responses was helpful in the development of the specific
questions that needed to be addressed within the survey.
Survey Results
Using emails from the Crossroads of America Council, 291 families were invited to take the
survey beginning on October 2, 2014. After a week, a reminder was sent to all families who had not yet
taken the survey. The survey was closed on October 15, 2014 with a total of fifty-eight responses of
former Cub Scout families. In order to increase the sample size, current Cub Scouts who were no
longer actively participating in Scouting were added. This increased the amount of former Scout
responses to seventy-five. Among those who responded, 69% were female. The majority identified
themselves as white (91%), married (88%), and earning more than $50,000 per year (82%). Most
respondents are employed or self-employed (82%), and 15% are a stay at home parent. Respondents
tended to be well educated, with 57% holding a bachelor’s degree or higher, and another 33% having
some college education.
The following sections are the survey results. Additional detailed demographics and
supplementary graphs can be found in the Appendix.
Experience with Scouting
Among the respondents for this question, 37% had been involved in Cub Scouts for more than
three years before quitting. Another 33% participated for at least one year before deciding to leave.
Thirty percent left Cub Scouts after less than a year.
35
When asked the main reasons why their child did not continue in Cub Scouts, “My child asked
to quit,” “Activities no longer interested my child,” and “Time commitment for my child” were the
most frequent responses. The cost of the program was the least identified reason for individuals
dropping out of Cub Scouts. Among those who responded “other,” BSA’s 2014 resolution and the lack
of enough kids in their child’s age group were cited most frequently.
12%
18%
33%
37%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Less Than Six Months
Six to Twelve Months
One to Three Years
More than Three Years
Percent of Former Cub Scout Families
How long did your child participate in Scouting?
n=57
16%
7%
9%
11%
18%
25%
26%
26%
32%
33%
35%
0% 10% 20% 30% 40%
Other
Cost of program
No longer had friends in the group
I did not feel welcome at meetings
Time commitment for parent(s)
My child was not engaged
Leadership of Den meetings
Leadership of Pack meetings
Time commitment for my child
Activities no longer interested my child
My child asked to quit
What would you say are the main reasons your child did not continue in Cub Scouts? (check all that apply)
n=57
36
Respondents were asked to check the activities in which their child is currently involved.
Upwards of eighty percent checked that their child is involved in a sports team or activity. Over half
(72%) checked that their child is involved in a Church Group, School Club, or Music Lessons. A small
percentage checked that their child is involved in Boys and Girls Clubs, 4-H, YMCA, Arts, Trail Life
USA, and other activities.
The respondents were asked their preferences for frequency of meetings and activities. The
most frequent response (36%) indicated a preference for the meetings to remain as it is with an August
to May weekly meeting. Twenty-six percent had no preference. Seventeen percent chose the option of
weekly meetings in three month blocks for participation in 1, 2, or 3 blocks as desired. Eleven percent
of respondents who chose “other” indicated that they preferred one to two meetings per month, year
round. Ten percent said it should be shortened to a schedule of weekly meetings for approximately six
months a year.
8%
1%
3%
4%
7%
8%
23%
24%
25%
80%
0% 20% 40% 60% 80% 100%
Other
Trail Life USA
Arts
YMCA
4-H
Boys & Girls Clubs
Music lessons/music
School Club
Church Group
Sports team or activity
Which of the following extracurricular activities is your child currently involved in? (check all that apply)
n=71
37
Respondents were asked to identify all of the leadership positions that they have held in
Scouting at any point in time. Fifty-five percent had not held a leadership position. The remaining 45%
held one or more positions, with Committee Leader or Committee Member being the most common
position held.
10%
11%
17%
26%
36%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Be shortened to a schedule of weekly meetings forapproximately 6 months a year
Other
Provide the option of weekly meetings in 3 monthblocks for participation in 1, 2, or 3 blocks as
desired
No preference
Remain as it is with an August - May weeklymeeting schedule
Thinking about frequency of meetings and activities, which of the following would you prefer for the Cub Scout program over a one
year period?
n=66
7%
27%
39%
55%
0% 20% 40% 60%
Pack Leader
Den Leader
Committee Leader/Member (ex.awards,fundraising, etc.)
None
n=67
Please check any of the following leadership positions you or your spouse has held in Scouting (currently or in the past).
38
Respondents were asked to provide past parent participation in Scouting. Out of sixty-seven
former Cub Scout families, 79% had at least one parent involved in Scouting as a child.
Membership
Respondents were asked to check how their child first heard of Cub Scouts. Seventy-five
percent indicated that their child heard about Scouting through school communication or an event at
school. Over half (52%) checked that they heard about Scouting through personal experience with
Scouting, family, or friends. A smaller percentage (18%) checked that they heard through word of
mouth, church, neighborhood or community flyer.
79%
21%
As a child were you or your spouse involved in any type of Scouting (Cub Scouts/Boy Scouts/Girl
Scouts, etc.)?
Yes
No
n=67
39
Respondents were asked to describe their child’s initial interest in Cub Scouts. The majority
(68%) stated that their child asked to join Cub Scouts. Just under half (47%) stated that they wanted
their child to join Cub Scouts. A small amount stated that another family wanted them to join the Cub
Scouts.
0%
0%
3%
6%
9%
14%
17%
21%
75%
0% 20% 40% 60% 80%
Festival/Community Event/Fair
Online source (website, social media, etc.)
Neighborhood or Community notification/flyer/sign
Church
Word of Mouth
Friend
Family
Personal Experience with Scouting
School Communication or Event at School
How did you or your child first hear about Cub Scouts? (check all that apply)
n=71
6%
6%
47%
68%
0% 20% 40% 60% 80%
Other
Another family member wanted my child tojoin Cub Scouts
I wanted my child to join Cub Scouts
My child asked to join Cub Scouts
What best describes your child's initial interest in Cub Scouts? (check all that apply)
n=72
40
The majority of the respondents (72%) said their child did not sign up with a friend.
Over two-thirds of the respondents (68%) said they spent four or more hours per month on Cub
Scout activities.
25%
72%
3%
Did your child sign up with a friend?
Yes
No
Don't Know
n=73
4%
28%
43%
22%
3%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Less than one hour
1-3 hours
4-6 hours
7-10 hours
Greater than 10 hours
n=72
As a parent, approximately how many hours per month do you/did you spend participating in Cub Scout activities?
41
Satisfaction with Scouting
Respondents were asked to rate their least favorite to most favorite activities using a 5-point
scale. The responses indicate that children enjoy the outdoor and hands-on activities over the activities
that involve the “school work” of Scouting (Den Meetings, Pack Meetings, wearing the uniform).
Popcorn sales are the least favorite activity in which to participate, whereas shooting BB Guns and the
Pinewood Derby are the most favorite activities. It should be noted that greater than half of the
respondents did not provide a rating for robotics/computers or boat racing. They may be unaware of
those Cub Scout activities or their Pack did not make it available.
2.3
2.7
3.0
3.1
3.3
3.7
3.8
3.8
3.8
3.8
4.0
4.0
4.1
4.1
4.2
4.4
4.7
2.0 3.0 4.0 5.0
Popcorn sales/Fundraising
Pack Meetings
Wearing the Uniform
Den Meetings
Learning about Life Skills
Circuit of Fun
Attending sporting events
Robotics/Computers
Earning Awards
Boat Racing Competitions
Playing Sports (football, kickball, etc.)
Making Friends
Fishing
One or two day camping trips
Other outdoor activities
Pinewood Derby
Using BB Guns and/or Archery
Mean
On a scale of 1 to 5, with 1 being the least favorite and 5 being the most favorite, rate how much your child enjoys/enjoyed participating in the following activities while in Cub Scouts.
n=67
42
Respondents were asked to rate their satisfaction level with items related to their child’s Cub
Scouts experience. A large majority stated that they were satisfied or very satisfied with the safety of
the Scouting environment, and the values taught in Cub Scouts. Less than half stated that they were
satisfied with the frequency of wearing the Cub Scout uniform, the time commitment required for their
child, the time commitment required for the parent, and varieties of activities during Den or Pack
meetings. A smaller amount stated that they were satisfied with the overall Cub Scout experience,
organization of Pack Meetings, quality of activities during Den or Pack Meetings, and the emphasis on
religion.
Respondents were asked to rate their Cub Scout experience by rating thirteen statements on a
scale from “Strongly Disagree” to “Strongly Agree.” Upwards of 65% indicated a strong agreement
with Scouting encouraging a healthy and active lifestyle along with community service and award
ceremonies being valuable aspects of their children’s Scouting experience. More than half agreed that
they were satisfied with their Den Leader or Cub Scout Pack Leader, that they encouraged community
24%
29%
32%
33%
35%
43%
47%
51%
55%
53%
14%
13%
11%
10%
15%
11%
8%
8%
27%
35%
0% 20% 40% 60% 80% 100%
Emphasis on Religion
Quality of activities during Den or Pack Meetings
Organization of Pack Meetings
Overall Satisfaction with Cub Scout experience
Variety of activities during Den or Pack Meetings
The time commitment required for me as a parent
The time commitment required for my child
Frequency of wearing the Cub Scout Uniform
Values taught in Cub Scouts
Safety of the Scouting environment
Please rate your satisfaction level with the following items related to your child's Cub Scout experience.
Satisfied
VerySatisfied
88%
82%
59%
55%
54%
50%
43%
43%
42%
38%
43
service, and that the amount of money they spent on Scouting was worth it. Less than half agreed with
the activities appealing to their child, along with learning a lot and enjoyed attending the weekly
meetings. One-third or more of the respondents disagree or strongly disagree with the following
statements; I was satisfied with our Cub Scout Pack Leader, My child learned a lot in Cub Scouts, I
enjoyed attending weekly meetings, My child enjoyed attending weekly meetings, Science and
technology learning opportunities were provided to my child, and I was satisfied with my child’s Den
Leader.
28%
25%
28%
34%
34%
37%
35%
41%
38%
40%
50%
51%
60%
4%
7%
13%
7%
7%
6%
15%
12%
16%
15%
16%
25%
19%
0% 20% 40% 60% 80%
I enjoy(ed) attending the weekly meetings
Science and Technology learning opportunitiesare/were provided to my child
I would recommend participation in Cub Scouts toother parents
My child enjoys/enjoyed attending the weeklymeetings
My child learned a lot in Cub Scouts
The activities offered appeal(ed) to my child'sinterests
The amount of money spent on Scouting is worth it
I am/was satisfied with our Cub Scout Pack Leader
I am/was satisfied with my child's Den Leader
My Den or Pack Leader encourages/encouragedcommunity service
Award ceremonies are a valuable part of theScouting experience
Community service is a valuable part of theScouting experience
Scouting encourages a healthy and active lifestyle
Thinking about your current or former Cub Scout experience, please indicate your agreement with the following statement.
Agree
StronglyAgree
79%
76%
66%
55%
54%
53%
50%
43%
41%
41%
41%
32%
32%
n=69
44
Suggestions for Improvement
The final question of the survey allowed respondents to provide comments or suggestions for
the BSA on ways to improve Scouting. Twenty-five responses from former Cub Scout families were
analyzed. The table below displays the type and number of comments received. Some respondents
provided feedback on multiple topics.
Topic
Number of
Responses
Organization in meetings was poor 6
Enjoyed the religion aspect 4
Commitment issues 4
Communication issues 4
Leader problems 4
Pack activities need improvement 4
Selling popcorn is expensive 4
Pro-homosexual ban 1
Cost of uniforms is too high 1
Den leaders need training 1
The meetings felt like schoolwork 1
Location was an issue 1
Did not like the religion aspect 1
Too many rules 1
The most frequent comments have to do with the disorganization of meetings. For example,
“Due to schedule conflicts, I had asked for a schedule of meetings (other parents asked too).
Our Den Leader never provided.”
Leadership problems are another frequent comment that was received. For example,
“The den leader had the boys coloring most of the time… The whole pack was disorganized.
They didn’t join in most regional scouting events.”
Another comment shows that the problem with leadership was a direct cause of their child leaving the
program,
“We loved Scouting, just not our Den Leader. We had no other choices. So we choose to leave
the program for now.”
45
There are several comments on religious values. For example,
“Bring Christian Values back to Scouting (!!!)”
“I was disappointed in the lack of focus on religion during camps. The prayer was (a) like a
checklist item as opposed to being a moment of quiet and focus…”
Regarding the time commitment that went along with Scouting:
“…The current schedule of August- May is entirely too long and there are too many
commitments for the cub scouts to get through to progress. Many of the kids are also playing
sports and trying to figure out what they like. This led to quick burnout for both my sons who then
wanted to quit.”
46
Hispanic/Latino Awareness
Research Methodology
Hispanics and Latinos are a primary market target of many companies and organizations in
Indiana. The Boy Scouts of America, Crossroads of America Council is following this trend as a
potential opportunity to gain Hispanic members. To assist the Council, Marian University’s Clark H.
Byrum School of Business conducted research, which included interviews and surveys, to determine
the awareness of Scouting in the Hispanic community.
A secondary research review of websites, articles, and media posts was completed in order to
gain background information on the habits and culture of Hispanics, the hobbies of Scout-aged
children, and the type of Boy Scout advertisement they had seen.
This background research was then used to create an interview guide. Then, the guide was used
by the interview team at the Hispanic Day at the Indianapolis Zoo. The information gathered from the
interviews was then included to form a survey that was distributed to Hispanic Cub Scout meetings. A
copy of the interview guide and survey is included in the Appendix.
Qualitative Analysis
At the Hispanic Heritage festival at the Indianapolis Zoo on September 21, 2014, approximately
100 families were met and of those 25 interviews were conducted. The interview asked four questions:
How familiar Hispanics/Latinos were with the Boy Scouts/ Girl Scouts; if they had children and what
their kids liked to do; if they had seen or heard of any Boy Scout advertising; and how they found out
about the event at the Zoo. Of those interviewed, Spanish is the primary language, with none of the
interviewees speaking English. The majority of those interviewed, 19 families, are familiar with either
the Boy Scouts or Girl Scouts and have seen advertising for Scouting. Interestingly, several reported
that they knew of Boy Scouts through Girl Scouts, since their girls were active members.
47
There was a significant trend seen with the idea that Hispanics and Latinos often reinforce
strong gender roles and family structure. Girl Scouts are actively involved in the community, make arts
and crafts, make snacks, dance, are encouraged to make friends and have body confidence-all
associated with the traditional girl of the 5 to 13 age group. Activities their children enjoyed were
spread evenly between playing outside with their friends, watching television, and playing sports,
especially soccer and karate, while over half indicated that the male children played sports.
The most common form of advertisements seen for the zoo event included radio, television,
church, brochures, and word of mouth. Fifty-two percent of respondents also relayed that they hear
most of their Boy Scout advertisements through the radio. This may be key for the Boy Scouts
organization. Either these families listen to the radio often, or the Boy Scout organization advertises
strongly over the radio. Thirty percent of the respondents had heard of the Scout program through
school or TV, and only 5% had seen advertisements in Church, which the Boy Scouts mentioned was
one of their main grassroots advertising points. The rest had seen advertisements through the Girl
Scouts or in printed brochures.
Survey Results
Surveys were distributed through the Scout office and over a three week period received 21
responses. Statistically this low number of responses makes validating the results difficult. Validity
testing was performed and the results did confirm that the sample size was too small to create
statistically meaningful results. However, while this number was much smaller than anticipated, the
results provided confirmation of what was learned in the research and interviews.
All returned surveys were the Spanish (as opposed to the English) version. This correlates with
the interview findings that the community greatly, if not 100%, prefers Spanish as the communication
language.
48
The physical survey conveyed that most Hispanics (75%) were either moderately or slightly
familiar with the Boy Scouts. These results matched the interview data.
Radio/Posters 25%
Church/School 58%
Friends/Family 17%
Social Media 0%
How did you first find out about the Scouts?
49
2.73
2.82
2.83
3.27
3.42
3.55
3.64
3.67
4.09
4.09
4.27
4.36
4.36
1 2 3 4 5
Teaching civic service
Improving academic skills…
Reinforcing religious beliefs
Teaching life skills
Teaching leadership
Reinforcing service to others
Working with adults and community leaders
Teaching outdoor skills (hiking, camping,…
Reinforcing good values/behaviors
Keeping kids physically strong
Making friends
Teaching social skills (friendships, etc.)
Meeting new people
Thinking about what Scouts and Scouting represents, please rate the following items:
1 - Not Represented 2 - Weakly represents 3 - Neutral 4 - Somewhat represents 5 - Strongly Represents
63%
37%
Do you have any friends or family in Scouts?
No
Yes
The survey further explored how the Hispanic/Latino community views Scouting. Respondents
rated social activities, physical activities, and values as more representative of Scouting. Religion,
academics, and civic service were rated as least representative.
When asked if they had friends
or family in Scouts, 63% of the
respondents indicated that they do not
have any friends or family in Scouts.
n=19
50
When asked which activities Hispanic/Latino children are involved with, television, sports, and
movies were the highest rated activity while fishing, reading, hiking and camping were rated the
lowest. The higher rated activities correlate with the interview data.
2%
5%
5%
5%
6%
8%
10%
11%
14%
16%
19%
0% 5% 10% 15% 20%
Fishing
Reading
Camping
Hiking
Academics
Music
Video Games
Playing Outdoors
Movies
Sports
Television
If you have children, what do they like to do? (Circle all that apply)
n=13
51
43%
50%
7%
Which best describes your current household income per year?
$10,001-$30,000
$30,001-$50,000
Prefer not toanswer
Eighty-six percent of respondents noted that the Boy Scouts are either moderately or somewhat
important to our youth, with 14% indicating not at all or highly important.
The last survey question
requested the income of those who
responded. The large majority (93%) of
those who chose to respond were in the
$10,000 to $50,000 household income
range. None of the respondents
indicated an income above $50,000.
93%
7%
How important do you feel the Boy Scouts of America is to our youth?
Important
Not Important
n=17
n=14
52
Conclusions and Recommendations
Conclusions
Among current families of Cub Scouts, satisfaction with Scouting overall and likelihood to
recommend Scouting to others are very high. The BSA also enjoys a positive reputation among current,
former, and even prospective Scouting families for its values-based curriculum and its safe
environment. The ability to develop long-lasting friendships is also viewed as a strength of
participating in Scouting.
Among those who left Scouting, as well as some current Scout parents, issues related to Den
and Pack meetings is a major cause of dissatisfaction and a leading factor in dropped registrations.
Organization of meetings, professionalism of Den Leaders, the perception that Den Meetings require
too much “school work,” the quality and variety of activities at meetings, and fundraising requirements
are all identified as areas for improvement. A large number of respondents indicate a lack of science
and technology learning opportunities.
Issues related to communication were also identified, especially among former Scout families.
Both communications from Den Leaders as well as overall information resources, such as the website,
were seen as important to parent satisfaction and engagement. Respondents report that currently over
80% of Scouting updates are received by email. Parents would prefer additional resources on the
website, especially when they are part of a Den or Pack where communication and/or leadership may
be weak.
Parent involvement is vital to retention, with the majority of current Scout parents spending
more than four hours per month involved in Scouts, and well over half holding some type of leadership
position within the Den or Pack. This time commitment is also a concern among parents, with former
Scout parents indicating dissatisfaction with the amount of time required for both them and their
children. Most frequently cited was a conflict with organized sports; when a choice needs to made, the
53
critical decision usually occurs at the transition to middle school, correlating with the transition to Boy
Scouts.
The Hispanic/Latino target market appears to be moderately familiar with the BSA, and
recognizes some of the BSA’s advertisements, but do not understand the current Boy Scout model
(listing civic service as the lowest trait). The grass roots advertising appears to be reaching the
community (they are most familiar through churches and schools) but “what” Boy Scouts are is
missing in the communication. The more traditionally favorite activities of camping, fishing and other
outdoor pursuits may be a concern. Research shows that this market shows much less interest in these
types of activities, instead placing higher value on group identity, and social and family bonding
activities. Incorporation of family-based and culturally relevant activities and events would provide a
stronger foundation for marketing messages to this target group. From a media standpoint, this group is
tech savvy and strong users of social media. With a significant portion of this demographic reporting
household incomes close to half that of the current Scouting membership, program costs and
mandatory fundraising are also of concern. Fundraising is specifically mentioned as a concern among
this group.
Similar to the Hispanic/Latino demographic, African American boys also tend to come from
families with incomes lower than those reported by current members. Single parent households are also
more prevalent in this demographic, 72% of African American households versus 28% of white
households in Indiana (Kids Count). While the African American target market favors the more
traditional Scout activities such as camping and fishing, they would benefit from a greater emphasis on
incorporation of culturally relevant activities, events, and a focus on participation in a less costly
format.
54
Recommendations
Based on the data collected and the analysis performed, the following recommendations have
been developed.
Improve Den and Pack Meetings: Organization, Communication, Volunteers, Activities, and
Fundraising
Improve organization of meetings by reinforcing the Den and Pack Leader required training
through a quarterly or monthly newsletter or other communication with tips and reminders for meeting
management. Provide information to Den and Pack Leaders on how to develop social media to improve
communication with members. Encourage a high rate of volunteerism within Dens and Packs through
an incentive program for volunteers, especially Den and Pack Leaders. Incentives could take the form
of discounts for children of the volunteer, such as “percent off” coupons for the Scout Shop, for a day
camp, summer camp, or Circuit of Fun event. An annual drawing for prizes for anyone who
volunteered that year would also encourage participation. Improve Den Meeting quality and variety of
activities through “Destination Den,” a once a quarter Den Meeting held at an offsite location such as
a bowling alley, pool, video arcade, or a free public park. Popcorn sales are also an issue for some
parents. Provide alternatives to popcorn sales, with decision making at the Den or Pack level.
Successful examples from across the country include flags, holiday wreaths, or flower bulbs.
Improve Digital Communication to Current Scout Parents
Update the Crossroads Council website with a Parent tab and a FAQ tab. The current “new to
Scouts” tab does not meet the needs of current and prospective parents with questions. Survey
responses suggested difficulty in finding answers to questions such as: What to expect at Den
Meetings, Pack Meetings? Who to call for questions about my Den/Pack? Who to call if I am not
receiving my magazine/communications/etc.? How can I change my Den? What are the costs? What if
I can’t participate for the entire year?
55
Retention of Current Cub Scout Families
Develop a formal mentoring system where Boy Scouts are paired with Cub Scouts individually
or on a Den/Pack basis. This will assist in improving the rate of conversion from Cub Scout to Boy
Scout. As part of this new system, create a mentoring badge for Boy Scouts to attain.
Offer flexible Scouting options. Some Dens may elect to meet less frequently, such as twice per
month. For members of Dens meeting with the regular weekly schedule, offer options for boys to
participate in their choice of three-month blocks. With these alternatives, boys can participate without
the pressure of the weekly and/or year round schedule.
To capitalize on the strong sports interest among boys of this age, offer sport alternatives that
will differentiate the BSA from its competitors. Highly attractive but less commonly offered sports
options should be pursued, such as BMX bicycling or Ultimate Frisbee competitions.
Minority Recruitment
Focus on African American and Hispanic populations. With both, leverage the core BSA
strengths of values, leadership and character in messaging. Increase marketing at culturally relevant
events, fairs, and churches. Include information on financial aid availability and managing the cost of
participation.
For the African American target market, information on single parent family participation
options would be relevant. For new Dens, “Bring a Buddy” night is recommended to generate interest
and increase membership.
For the Hispanic/Latino market, messaging should include a bigger focus on the social aspects
of Scouting, along with family-bonding activities offered. Outdoor activities should be de-emphasized.
To manage the concerns surrounding fundraising, a program allowing reduced fundraising obligations
56
in exchange for bringing a friend who later joins could be offered. Additional media to better reach the
target Hispanic/Latino market includes Spanish-language radio and social and mobile media
advertising.
Partnerships
Explore partnerships with local companies, organizations and universities who share BSA’s
core values. These partnerships can be used to provide facilities, scholarship/education, internship and
volunteer opportunities. Targeted partners can also help reach minority groups. University partnerships
could be especially valuable with university facilities for special Scouting activities. Scouts become
connected to the campus, faculty, and programs as part of the program. These connections can be
fostered throughout high school and the college decision process.
57
Appendix
58
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Bryan. "Retention: Six Reasons Scouts Drop out and How You Can Prevent It." Bryan on Scouting.
Scouting Magazine, June 2011. Web. 19 Sept. 2014.
"BSA." BSA. Boy Scouts of America | National Supply Group. Web. 28 Sept. 2014.
"BSA Discrimination." BSA Discrimination. 6 Jan. 2014. Web. 28 Sept. 2014.
"Children in Single-parent Families by Race." KIDS COUNT Data Center. Annie E. Casey Foundation,
2014. Web. 20 Nov. 2014.
Conover, Jerry, Carol Rogers, and Matt Kinghorn. "Indiana’s Latino Population: Demographic and
Economic Perspectives." Indiana Business Research Center. Kelly School of Business, Apr.
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"Donors." Scouting. Boy Scouts of America, 2014. Web. 22 Sept. 2014.
"Facts & Figures." Boys & Girls Clubs of America. Boys & Girls Club of America. Web. 2 Sept. 2014.
Helm, Burt. "Ethnic Marketing: McDonald's Is Lovin' It." Bloomberg Business Week. Bloomberg, 8
July 2010. Web. 13 Nov. 2014.
"Indiana Hispanic or Latino Origin Population Percentage by County." Indiana Hispanic or
Latino Origin Population Percentage by County. U.S. Bureau of the Census, County
Population Estimates by Demographic Characteristics, 2010. Web. 14 Nov. 2014.
59
Marian University. Quantitative Analysis of Business Statistics Content Module. McGraw-Hill
Education, 2014. Print.
Martinez, Eliza. "What New Boy Scout Parents Need to Know." Everyday Life. Global Post. Web. 15
Oct. 2014.
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McQuerrey, Lisa, "Hispanic Marketing Strategies." Small Business. Demand Media. Web. 12 Nov.
2014.
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Morland, Liam. "Membership Retention in Scout Troops." Diss. U of Waterloo, 2007. Abstract. (2002).
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Pappas, Stephanie. "Busy Kids: Overscheduling Worries Overstated." LiveScience. TechMedia
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Nov. 2014.
"Population Projections." Projections Topic Page: STATS Indiana. Indiana Business Research Center,
2008. Web. 11 Nov. 2014.
60
Putney, Clifford. "Building Character In The Boy Scouts." Reviews in American History 30.2 (2002):
316-21. JSTOR. The John Hopkins University Press. 27 Aug. 2014. Print.
Remeseira, Claudio. "US Is 5th Largest Spanish-speaking Country: New Census Interactive map."
NBC Latino. NBC Universal, 7 Aug. 2013. Web. 21 Sept. 2014.
"Research Identifies Barriers to Reaching Multicultural Families." Research Identifies Barriers to
Reaching Multicultural Families. Boy Scouts of America. Web. 15 Oct. 2014.
Respaut, Robin, and Brian Grow. "Special Report: A $439 Million Camp Adds to Boy Scouts Money
Crunch." Reuters. Thomson Reuters, 15 July 2013. Web. 17 Sept. 2014.
Rowe, Seth. "Always Prepared, 14-year-old Scout Saves His Father's Life after Freak Accident."
StarTribune.com. Star Tribune, 17 Dec. 2014. Web. 1 Sept. 2014.
"Scouting." Scouting. Boy Scouts of America, 2014. Web. 20 Oct. 2014.
"Scout Pride: A Site for Gay, Lesbian, Bisexual, and Transgendered Youth Members of the Boy Scouts
of America." Scout Pride. 21 May 2014. Web. 17 Sept. 2014.
Smith, Deron. "Army Major Creates Boy Scouts Troops for Children in Afghanistan - Scouting
Newsroom." Scouting Newsroom. Boy Scouts of America, 1 Aug. 2014. Web. 1 Sept. 2014.
"Some Churches Severing Ties to Boy Scouts over Allowing Gay Youths." The Dallas Morning News.
The Dallas Morning News, 2014. Web. 1 Sept. 2014.
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Bureau: State and County QuickFacts, 8 July 2014. Web. 11 Nov. 2014.
"The Cub Scout Promise The Law of the Pack and The Cub Scout Motto." Cub Scout Promise, Law, &
Motto. U.S. Scouting Service Project, 2 May 2013. Web. 6 Oct. 2014.
The Right Scoop. "BOOM! Boy Scouts Gets Some Competition from a New Unapologetic Bible-based
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61
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Capital Gazette, 28 Aug. 2014. Web. 28 Aug. 2014.
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62
Students who participated in the Project
Section A Year in School Major
Berghoff, Mark Sophomore Marketing/Theology
Bob, Kristen Sophomore Marketing
Casada, Alexus Junior Management
Cooper, Anthony Sophomore Sports Performance
Cope, Conner Sophomore Sports Performance and Management
Cripe, Riley Sophomore Management
Delph, Jaidlin Junior Marketing
Dyer, Robert Junior Accounting
Eckerle, William Sophomore Marketing
Evans, Dylan Sophomore Marketing
Frazier, Zoe Sophomore Marketing
Greenan, Taylor Sophomore Management
Hampton, Jamonte Sophomore Accounting
Henn, Dominic Sophomore Marketing
Isch, Garrett Sophomore Marketing
Komlanc, Nathan Sophomore Accounting
Leja, Joseph Sophomore Marketing/Finance
McAlister, Darrion Sophomore Management
Meinhart, Michael Junior Catholic Studies
Messmer, Madeline Sophomore Management
Nguyen, Andrea Junior Accounting
Roseman, Kylee Senior Marketing
Summa, Taylor Sophomore Management
63
Section B Year in School Major
Bowers, Blake Sophomore Accounting/Finance
Crowley, James Sophomore Marketing
Cunningham, T Sophomore Marketing
Darius Mitchell Sophomore Accounting
Duncan, Jalen Junior Communication
Fowler, Montanez Sophomore Management
French, Clayton Sophomore Management
Gruell, Cam Sophomore Marketing
Hartnett, Ryan Senior Sports Performance/Business Minor
Hirt, Bryan Sophomore Management
Johnson, Chase Sophomore Accounting/Finance
Jose, Alberta Sophomore Management
Kirby, Anastacia Sophomore Marketing
Miller, Erica Sophomore Accounting/Finance
Moore, Mychalie Sophomore Management
Neal, Brendon Sophomore Marketing
Neari, Anthony Sophomore Accounting/Marketing
Ormsby, Trent Junior Management
Rozycki, Matt Sophomore Marketing
Smith, Michael Sophomore Management
Taylor, Christian Sophomore Marketing
Thomas, Dhane Sophomore Graphic Design/Business Minor
Wall, Rose Sophomore Management
Zehr, Michael Junior Marketing
64
Section C Year in School Major
Abbett, James Sophomore Management
Bowman, Austin Sophomore Management
Cahalan, Cory Sophomore Sports Marketing
Carlton, Sara Senior Management
Denton, John Sophomore Marketing
Dulhanty, Jake Sophomore Marketing
Fette, Evan Sophomore Management
Geis, Ben Senior Pastoral Leadership
Hunker, Will Junior Marketing
Johnson, Dale Senior Management
Martin, Anthony Sophomore Management/Finance
Naylor-Cook, Jackson Sophomore Accounting/Finance
Northern, Hayden Junior Marketing
Resler, Ben Sophomore Marketing
Schubnell, Mary Sophomore Accounting/Finance
Smith, Colton Sophomore Management
Steadham, Sterling Sophomore Marketing
Stephens, Stefan Sophomore Accounting/Finance
Thompson, Amber Junior Management
Werner, Angela Sophomore Accounting/Finance
65
Research Instruments
Current Scouts Discussion Guide for Parents of Cub Scouts
Hello. My name is_________ and I am a student at Marian University working on a class project to
help the Cub Scouts. I’d like to ask you a few questions that will help us better understand what the
Boy Scouts of America can do to improve scouting programs.
1. How did you first hear of the Cub Scouts/Boy Scouts?
Probe: Did you hear, or was it your son?
2. Why did you have your child join the Cub Scouts?
Probe: What image did you have of the Cub Scouts before joining?
3. Were you ever a Boy/Girl Scout?
Probe: If so, what did you enjoy about it?
4. How long has your child been involved in Cub Scouts?
Probe: What age did they start?
5. What did you like most about the Cub Scouts? Least?
Probe: Can you give any advice on how to improve the program?
6. How involved are parents in the program?
Probe: About how many hours each month do you spend doing anything related to Cub Scouts?
Probe: What types of things do you do?
7. Do you see your kid(s) continuing to become a Boy Scout?
Probe: Is it solely his choice to continue or will you influence him to continue/not continue?
8. What extracurricular activities does your child participate in?
Probe: Sports, Clubs, Etc.
9. Do you know of any parents who considered joining but did not?
Probe: If so, do you know why?
10. Do you have any other recommendations for the Scouts on how to improve the Cub Scouts
program?
THANK AND END
Interview date:
Interviewer name:
Who was interviewed (name, current age of son, city):
66
Discussion Guide for Cub Scouts
Note: Obtain parent permission prior to interview. Allow parent to be present during interview.
Hello. My name is __________ and I am a student at Marian University working on a class project to
help the Cub Scouts.
1. Why did you want to join the Cub Scouts?
Probe: Did family influence your decision? Friends?
Probe: Do you remember how you first heard about Cub Scouts? (school, friend, parent, church?)
2. How long have you been a Cub Scout?
Probe: What age did you start?
3. What is your favorite part about Cub Scouts?
Probe: Why?
Probe: If not offered, ask if he likes the uniforms.
4. Are there any activities or other parts of Cub Scouts that you don’t like?
Probe: Why?
5. Do you have a lot of friends in the Cub Scouts/Packs?
6. Would you like to continue in Scouting to become a Boy Scout or even an Eagle Scout?
Probe: Why or why not?
7. Do you participate in any other activities?
Probe: If so, what are they?
8. Is there anything else you can think of that you want to tell me about Cub Scouts?
THANK AND END
Interview date:
Interviewer name:
Who was interviewed (name, city, and age if available):
67
Former Scouts Discussion Guide for Parents of Former Cub Scouts
Hello. My name is_________ and I am a student at Marian University working on a class project to
help the Cub Scouts. I’d like to ask you a few questions that will help us better understand what the
Boy Scouts of America can do to improve scouting programs.
1. Why did your child join the Cub Scouts?
Probe: was it mostly your decision or his decision to join?
Probe: What image did you have of the Cub Scouts before joining?
Probe: Did your image change after leaving?
2. How long did your child participate in the Cub Scouts?
Probe: What age did they start?
3. What would say is the main reason your child is no longer in Cub Scouts or Scouting programs?
4. What did you like about the Cub Scouts?
Probe: Was it their values or service philosophy?
Probe: Did your child make any friends?
5. What did you not like about the Cub Scouts?
Probe: What about the time commitment?
Cost of uniforms and supplies?
Any other issues?
6. What extracurricular activities does your child participate in?
Probe: Sports? School Clubs? 4H? Others?
Probe: Did this interfere with Cub Scouts?
7. About how much time were you required to spend as a parent with your child’s involvement in Cub
Scouts?
Probe: Did you find it to be too much time? Or a problem?
8. Do you have any recommendations for the Scouts on how to improve the Cub Scouts program?
THANK AND END
Interview date:
Interviewer name:
Who was interviewed (name, current age of son, city):
68
Discussion Guide for Former Cub Scouts
Note: Obtain parent permission prior to interview. Allow parent to be present during interview.
Hello. My name is __________ and I am a student at Marian University working on a project for the
Cub Scouts.
1. Why did you want to join the Cub Scouts?
Probe: Did family influence your decision? Friends?
Probe: Do you remember how you first heard about Cub Scouts? (school, parent, church?)
2. How long were you in the Cub Scouts?
Probe: What age did you start?
3. What activities did you like?
Probe: Which activities were your favorite?
Probe: What did you not like?
4. Did you make a lot of friends in the Cub Scouts/ Packs?
5. Why did you leave the Cub Scouts?
6. Do you wish you were still in the Cub Scouts?
Probe: What do you miss about it?
Probe: Why not?
7. Did you have friends that left the Cub Scouts?
Probe: Did you know why they left?
8. Is there anything else you can think of that you want to tell me about Scouting?
THANK AND END
Interview date:
Interviewer name:
Who was interviewed (name, city, and age is available):
69
Cub Scout Survey
70
71
72
Interview Questions for Zoo Event (Hispanic/Latino Awareness Project)
Introductions:
Hi, we are with Marian University and doing a research project for the Byrum School of Business.
Would you be interested in taking 30 seconds to answer a few questions regarding the Boy Scouts?
Questions:
1. Are you familiar with the Boy Scouts? Girl Scouts? Do you know anybody in the scouts?
Yes/No… What do you know?
2. Do you have any kids? Yes/No
If so, then what do they like to do?
3. Have you ever seen any advertising for the Boy Scouts?
Yes/No… Where/What kind?
4. How did you find out about today’s zoo event?
Thank you!
73
Boy Scouts of America Survey (Hispanic/Latino Awareness Survey)
We are a group of Marian University students in the Clark H Byrum School of Business conducting a research
study for the Boy Scouts of America. Your answers are anonymous. If you have any questions please contact
Prof. Joel Hall at [email protected] or (317) 955-6322.
1. How familiar are you with the Boy Scouts? (if not at all skip to question 4)
Extremely Very Moderately Slightly Not at all
2. Thinking about what Scouts and Scouting represents, please rate the following items.
Not Represented
Weakly Represents.
Neither Agree nor Disagree
Somewhat Represents
Strongly Represents
Teaching outdoor skills (hiking, camping, canoeing, etc.)
Teaching leadership Teaching civic service Reinforcing good values/behaviors Reinforcing religious beliefs Keeping kids physically strong Making friends Teaching social skills (friendships, etc.) Teaching life skills Reinforcing service to others Meeting new people Working with adults and community leaders
Improving academic skills (math/science/technology)
3. How did you first find out about the Scouts? (Circle all that apply)
Television
Church
Radio
School
Signs / Posters
Social Media
Family / Friends
Other _________
4. Do you have any friends or family in Scouts?
Yes No
5. Do you have any children? No Children Yes How many
boys? _____
Ages of boys? _____
Preferred Language:
Spanish or
English (Continue on back)
74
Comments:
6. If you have children, what do they
like to do? (Circle all that apply)
Sports
Camping
Music
Television
Video Games
Fishing
Reading
Movies
Hiking
Playing Outdoors
Academics
Other ___________
7. How important do you feel the Boy Scouts of America is to our youth?
Highly Important
Moderately Somewhat Not Important
at all I don’t know what that is
8. How likely are you to enroll your children in Scouts?
Highly Likely Moderately
Likely Not Sure
Somewhat Unlikely
Unlikely
Why? _________
9. How interested are you in learning more about the Scouts?
Highly Interested
Moderately Interested
Not Sure Somewhat
Uninterested Uninterested
10. How likely would you be to volunteer for the Scouts?
Highly Likely Moderately
Likely Not Sure
Somewhat Unlikely
Unlikely Why?
_________
11. Which best describes your education level?
Less than High School
High School Diploma
Some College College Degree Prefer not to
answer
12. Which best describes your current household income per year?
Less than $10,000
$10,001-30,000
$30,001-$50,000
Greater than $75,000
Prefer not to answer
75
Boy Scouts de América Encuesta
Somos un grupo de estudiantes universitarios de Marian en la Escuela de Clark H Byrum del Negocio que conduce un estudio de investigación para los Exploradores de América. Por favor tome un momento lee cada pregunta y luego
rodean su mejor respuesta. Si tiene alguna pregunta por favor póngase en contacto con Joel Hall en jjhall@marian .edu
1. ¿Que tantos conoces de los Boy Scouts? Mucho Moderado Algo Poco Nada
2. Pensando en qué exploradores y Scouting representa, por favor califique los siguientes elementos:
No representados Débil representa. Ni de acuerdo
ni en desacuerdo
algo representa fuertemente representa
Enseñanza de habilidades al aire libre (senderismo, camping, piragüismo, etc.)
Liderazgo docente Enseñanza de servicio cívico Refuerzo de buenos valores/comportamientos Reforzando las creencias religiosas Mantener a los niños físicamente fuertes Haciendo amigos Enseñar habilidades sociales (amistades, etc.) Habilidades para la vida docente Reforzar el servicio a los demás Conocer gente nueva Trabajando con adultos y líderes de la comunidad Mejorar habilidades académicas (Matemáticas/ciencia/tecnología)
3. ¿Cómo encontraste los Boy Scouts? (Circule las que apliquen)
Iglesia
Televisión
Escuela
Radio
Carteles / Posters
Los medios
sociales
Amigos / familia Otra
____________
4. ¿Tienes algun conocido que sea parte delos
Boy Scouts?
Si No
5. ¿Tienes hijos? Si No ¿Cuántos chicos?
_______
Edades de niños:
Idioma preferido Español o inglés
6.¿Estarías interesado en firmar a tus hijos para Boy Scouts?
Muy Probable Probable No Se Mas o Menos
probable
Inprobable Por Que?
____________________
76
Comentario:
(continuar hacia atrás)
7. Si usted tiene niños, ¿qué les gusta hacer? (Circule las que apliquen )
Deporte Camping La música
Televison Videojuuegos Académicos
Leer Pesca
Películas
Estar con amigos Senderismo
Otra ________________
8. ¿Crees que los Boy Scouts es una parte importante para la juventud?
Muy Importante Importante Poco
Importante No se que sea No Se
9. Estas interesado en apendiendo de los Boy Scouts?
Muy Probable Probable No Se Mas o Menos
Probable Inprobable
10. Qual mejor desciba su nivel de educacion? Menor de escuela
secundaria
Diploma de escuela
secundaria
Poco de la universidad
Diploma de escuela
secundaria Prefiere no contestar
11. ¿Gustarias ser serias un adulto voluntario para los Boy Scouts?
Muy Probable Probable No Se Mas o Menos
probable
Inprobable Por Que?
____________________
12. ¿Que mejor describe su actual ingreso familiar total por año?
Menos de 10,000$ $10,001-30,000 $30,001-$50,000
$50,001-$75,000 Mas de 75,000
Prefiero no responder
77
Supplementary Graphs Current Scouts Respondents by ZIP Code
This map shows the number of respondents by ZIP code with the Crossroads of America
Council. The results show that the ZIP codes around the Carmel, Zionsville, Noblesville and
Greenwood areas have the most number of respondents.
32
16
1
n=574
78
46%
54%
What is your gender?
Male
Female
n=589
1%
2%
2%
2%
4%
89%
0% 20% 40% 60% 80% 100%
Other
African American
Asian/PacificIslander
Latino or Hispanic
Multiracial
Caucasian
Which of the following best represents your child's racial or ethnic heritage?
n=570
1%
3%
10%
86%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Widowed
Domestic Partnership
Unmarried
Married
Percent
What is your marital status?
n=525
79
30%
44%
22%
4%
0% 10% 20% 30% 40% 50%
Master's Degree orhigher
Bachelor's Degree
Some College
High School graduate
What is the highest level of education you have completed?
n=592
75%
12%
8%
5%
0% 20% 40% 60% 80% 100%
Employed
Stay at home parent
Self-Employed
Other
Percentage by Employment Status
Please choose the statement that best describes your employment status.
n=593
7%
12%
19%
21%
41%
0% 10% 20% 30% 40% 50%
Less than $30,000
$30,001-$50,000
$50,001-$75,000
$75,001-$100,000
Greater than$100,000
Which best describes your total household income per year?
n=505
80
Q16. Please rate your satisfaction level with the following items related to your child's Cub Scout
experience.
0% 2%
12%
61%
25%
The time commitment required for my child
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfiedSatisfied
Very Satisfied
1% 4%
18%
54%
23%
The time commitment required for me as a parent
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
4%
11%
14%
48%
23%
Organization of Pack Meetings
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
n=624
n=624
n=619
81
1%
7%
11%
52%
29%
Quality of activities during Den or Pack Meetings
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
2%
6%
11%
50%
31%
Variety of activities during Den or Pack Meetings
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
2%
7%
40% 36%
15%
Emphasis on Religion
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
n=622
n=623
n=620
82
0% 0%
5%
45%
50%
Safety of the Scouting environment
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
0% 2%
8%
45%
45%
Values taught in Cub Scouts
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
1% 3%
18%
54%
24%
Frequency of wearing the Cub Scout Uniform
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
n=621
n=621
n=619
83
1% 2%
11%
53%
33%
Overall Satisfaction with Cub Scout experience
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
n=623
84
Q 17. Thinking about your current or former Cub Scout experience, please indicate your
agreement with the following statements.
1% 2%
10%
43%
44%
I would recommend participation in Cub Scouts to other parents
Strongly Disagree
Disgree
Neither Agree nor Disagree
Agree
Strongly Agree
n=612
0% 1%
8%
55%
36%
Scouting encourages a healthy and active lifestyle
Strongly Disagree
Disgree
Neither Agree nor Disagree
Agree
Strongly Agree
n=616
1%
6%
20%
45%
28%
My Den or Pack Leader encourages/encouraged community service
Strongly Disagree
Disgree
Neither Agree norDisagree
Agree
Strongly Agree
n= 616
85
2%
5%
11%
44%
38%
I am/was satisfied with our Cub Scout Pack Leader
Strongly Disagree
Disgree
Neither Agree norDisagree
Agree
Strongly Agree
n=614
0% 3%
12%
48%
37%
Community service is a valuable part of the Scouting experience
Strongly Disagree
Disgree
Neither Agree norDisagree
Agree
Strongly Agree
n=617
2% 5%
12%
39%
42%
I am/was satisfied with my child's Den Leader
Strongly Disagree
Disgree
Neither Agree nor Disagree
Agree
Strongly Agree
n=614
86
1%
7%
21%
49%
22%
I enjoy(ed) attending the weekly meetings
Strongly Disagree
Disgree
Neither Agree nor Disagree
Agree
Strongly Agree
n=616
2% 4%
13%
48%
33%
The amount of money spent on Scouting is worth it
Strongly Disagree
Disgree
Neither Agree nor Disagree
Agree
Strongly Agree
n=617
2%
11%
26%
42%
19%
Science and technology learning opportunities are/were provided to my child
Strongly Disagree
Disgree
Neither Agree nor Disagree
Agree
Strongly Agree
n= 614
87
0% 2%
11%
53%
34%
My child enjoys/enjoyed attending the weekly meetings
Strongly Disagree
Disgree
Neither Agree nor Disagree
Agree
Strongly Agree
n=616
0% 2%
9%
56%
33%
The activities offered appeal(ed) to my child's interests
Strongly Disagree
Disgree
Neither Agree norDisagree
Agree
Strongly Agree
n=615
0%
3%
16%
48%
33%
Award ceremonies are a valuable part of the Scouting experience
Strongly Disagree
Disgree
Neither Agree nor Disagree
Agree
Strongly Agree
n=614
88
1%
3%
15%
51%
30%
My child learned a lot in Cub Scouts
Strongly Disagree
Disgree
Neither Agree nor Disagree
Agree
Strongly Agree
n=613
89
Q 18. On a scale of 1 to 5, with 1 being the least favorite and 5 being the most favorite, rate how
much your child enjoys/enjoyed participating in the following activities while in Cub Scouts.
0% 0% 4%
19%
77%
Using BB Guns and/or Archery
1 Least Favorite
2
3
4
5 Most Favorite
0% 1%
7%
34%
58%
Other Outdoor Activities
1 Least Favorite
2
3
4
5 Most Favorite
n=600
1% 3%
6%
27%
63%
One or Two Day Camping Trips
1 Least Favorite
2
3
4
5 Most Favorite
n=599
n=601
90
1% 2%
9%
31% 57%
Pinewood Derby
1 Least Favorite
2
3
4
5 Most Favorite
0% 0%
11%
41%
48%
Making Friends
1 Least Favorite
2
3
4
5 Most Favorite
0% 3%
10%
42%
45%
Earning Awards
1 Least Favorite
2
3
4
5 Most Favorite
n=595
n=594
n=596
91
1% 4%
16%
33%
46%
Fishing
1 Least Favorite
2
3
4
5 Most Favorite
2%
5%
16%
36%
41%
Playing Sports (football, kickball, etc.)
1 Least Favorite
2
3
4
5 Most Favorite
1% 4%
23%
37%
35%
Circuit of Fun
1 Least Favorite
2
3
4
5 Most Favorite
n=601
n=599
n=597
92
2% 3%
23%
37%
35%
Robotics/Computers
1 Least Favorite
2
3
4
5 Most Favorite
1% 4%
20%
49%
26%
Den Meetings
1 Least Favorite
2
3
4
5 Most Favorite
3%
7%
19%
35%
36%
Boat Racing Competitions
1 Least Favorite
2
3
4
5 Most Favorite
n=600
n=600
n=599
93
2% [PERCENTAGE]
23%
32%
37%
Attending Sporting Events
1 Least Favorite
2
3
4
5 Most Favorite
1%
6%
33%
41%
19%
Learning about Life Skills
1 Least Favorite
2
3
4
5 Most Favorite
3%
9%
27%
42%
19%
Pack Meetings
1 Least Favorite
2
3
4
5 Most Favorite
n=599
n=596
n=599
94
5%
10%
30%
35%
20%
Wearing the Uniform
1 Least Favorite
2
3
4
5 Most Favorite
20%
18%
28%
25%
9%
Popcorn Sales/Fundraising
1 Least Favorite
2
3
4
5 Most Favorite
n=597
n=594
95
Former Scouts Respondents by ZIP Code
This map shows the number of respondents who are former Scouts, by ZIP code, within the
Crossroads of America Council. The results show that the ZIP codes on the northwest and southwest
sides of Indianapolis have the greatest number of respondents.
4
2
1
n= 61
96
69%
31%
What is your gender?
Female
Male
n= 64
5%
5%
91%
0% 20% 40% 60% 80% 100%
Prefer not to answer
African American
Caucasian
Which of the following best represents your child's racial or ethnic heritage?
n=64
3%
9%
88%
0% 20% 40% 60% 80% 100%
Domestic Partnership
Unmarried
Married
n=58
What is your marital status?
97
20%
39%
31%
10%
Master's Degree or higher
Bachelor's Degree
Some College
High School graduate
0% 10% 20% 30% 40% 50%
What is the highest level of education you have completed?
n=64
0%
0%
0%
3%
12%
15%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Currently out of work
Military
Unable to work
Retired
Self-employed
Stay at home parent
Employed
Please choose the statement that best describes your employment status.
n=65
4%
14%
31%
18%
33%
0% 5% 10% 15% 20% 25% 30% 35%
$10,001-30,000
$30,001-$50,000
$50,001-$75,000
$75,001-$100,000
Greater than$100,000
Which best describes you current total household income per year?
n=51
98
Q 16: Please rate your satisfaction level with the following items related to your child’s Cub
Scout experience.
3%
20%
22% 47%
8%
The time commitment required for my child
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
6%
12%
28% 43%
11%
The time commitment required for me as a parent
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
21%
22%
14%
32%
11%
Organization of Pack Meetings
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
n=72
99
13%
26%
19%
29%
13%
Quality of activities during Den or Pack Meetings
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
11%
25%
14%
35%
15%
Variety of activities during Den or Pack Meetings
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
5% 7%
50%
24%
14%
Emphasis on Religion
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
n=72
100
0%
5% 7%
53%
35%
Safety of the Scouting environment
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
4% 4%
10%
55%
27%
Values taught in Cub Scouts
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
6% 6%
29%
51%
8%
Frequency of wearing the Cub Scout Uniform
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
n=72
101
13%
18%
26%
33%
10%
Overall Satisfaction with Cub Scout experience
Very Dissatisfied
Dissatisfied
Neither Satisfied norDissatisfied
Satisfied
Very Satisfied
n=72
102
Q 17: Thinking about your current or former Cub Scout experience, please indicate your agreement
with the following statements.
15%
17%
15%
41%
12%
I am/was satisfied with our Cub Scout Pack Leader
Strongly Disagree
Disgree
Neither Agree norDisagreeAgree
Strongly Agree
2%
10%
22%
50%
16%
Award ceremonies are a valuable part of the Scouting experience
Strongly Disagree
Disgree
Neither Agree nor Disagree
Agree
Strongly Agree
10%
24%
25%
34%
7%
My child learned a lot in Cub Scouts
Strongly Disagree
Disgree
Neither Agree nor Disagree
Agree
Strongly Agree
n=69
103
7%
22%
28%
37%
6%
The activities offered appeal(ed) to my child's interests
Strongly Disagree
Disgree
Neither Agree nor Disagree
Agree
Strongly Agree
9%
24%
26%
34%
7%
My child enjoys/enjoyed attending the weekly meetings
Strongly Disagree
Disgree
Neither Agree nor Disagree
Agree
Strongly Agree
7%
32%
28%
28%
5%
I enjoy(ed) attending the weekly meetings
Strongly Disagree
Disgree
Neither Agree nor Disagree
Agree
Strongly Agree
n=69
104
13%
32%
23%
25%
7%
Science and technology learning opportunities are/were provided for my child
Strongly Disagree
Disgree
Neither Agree norDisagreeAgree
Strongly Agree
7%
13%
30% 35%
15%
The amount of money spent on scouting is worth it
Strongly Disagree
Disgree
Neither Agree norDisagreeAgree
Strongly Agree
24%
10%
12% 38%
16%
I am/was satisfied with my child's Den Leader
Strongly Disagree
Disgree
Neither Agree nor Disagree
Agree
Strongly Agree
n=69
105
10%
16%
19% 40%
15%
My Den or Pack leader encourages/ encouraged community service
Strongly Disagree
Disgree
Neither Agree norDisagreeAgree
Strongly Agree
0%
7%
17%
51%
25%
Community service is a valuable part of the scouting experience
Strongly Disagree
Disgree
Neither Agree norDisagreeAgree
Strongly Agree
2% 4%
15%
60%
19%
Scouting encourages a healthy and active lifestyle
Strongly Disagree
Disgree
Neither Agree norDisagreeAgree
Strongly Agree
n=69
106
6%
24%
29%
28%
13%
I would recommend participation in Cub Scouts to other parents
Strongly Disagree
Disgree
Neither Agree norDisagreeAgree
Strongly Agree
107
Q 18: On a scale of 1 to 5, with 1 being the least favorite and 5 being the most favorite, rate how much
your child enjoys/enjoyed participating in the following activities while in Cub Scouts.
2% 3%
28%
47%
20%
Earning Awards
Least Favorite 1
2
3
4
Most Favorite 5
1% 2%
18%
50%
29%
Making Friends
Least Favorite 1
2
3
4
Most Favorite 5
9%
26%
27%
27%
11%
Wearing the Uniform
Least Favorite 1
2
3
4
Most Favorite 5
n=69 n=67
108
3%
15%
40%
31%
11%
Learning about Life Skills
Least Favorite 1
2
3
4
Most Favorite 5
4% 4%
31%
34%
27%
Robotics/Computers
Least Favorite 1
2
3
4
Most Favorite 5
9%
26%
27%
27%
11%
Playing Sports
Least Favorite 1
2
3
4
Most Favorite 5
n=67
109
6% 6%
8%
30%
50%
One or two day camping trips
Least Favorite 1
2
3
4
Most Favorite 5
0% 2%
16%
27% 55%
Pinewood Derby
Least Favorite 1
2
3
4
Most Favorite 5
0% 0% 2%
23%
75%
Using BB Guns and/or Archery
Least Favorite 1
2
3
4
Most Favorite 5
n=67
110
5%
23%
41%
22%
9%
Den Meetings
Least Favorite 1
2
3
4
Most Favorite 5
16%
27%
30%
22%
5%
Pack Meetings
Least Favorite 1
2
3
4
Most Favorite 5
4% 4%
13%
38%
41%
Fishing
Least Favorite 1
2
3
4
Most Favorite 5
n=67
111
30%
32%
20%
13%
5%
Popcorn sales/Fundraising
Least Favorite 1
2
3
4
Most Favorite 5
2% 5%
15%
34%
44%
Other outdoor activities
Least Favorite 1
2
3
4
Most Favorite 5
7% 3%
18%
43%
29%
Boat Racing Competitions
Least Favorite 1
2
3
4
Most Favorite 5
n=67
112
6% 6%
24%
37%
27%
Attending sporting events
Least Favorite 1
2
3
4
Most Favorite 5
2% 5%
33%
40%
20%
Circuit of Fun
Least Favorite 1
2
3
4
Most Favorite 5
n=67