imc 611: market research proposal for trout unlimited

RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 1

Market Research Proposalfor Trout Unlimited

Stephanie Marchant

West Virginia University


Table of Contents

Introduction.................................................................................................................................................3

Background.................................................................................................................................................4

Social Media Analytics Used...................................................................................................................5

Problem.......................................................................................................................................................8

Research Objectives....................................................................................................................................9

Issues.......................................................................................................................................................9

Objectives................................................................................................................................................9

Recommended Methodology.....................................................................................................................11

Research Design for Qualitative Study..................................................................................................11

Data Collection Method.........................................................................................................................12

Focus Group Plan..............................................................................................................................12

Sample Size.......................................................................................................................................14

Telephone Survey Plan......................................................................................................................15

Sample Size.......................................................................................................................................17

Data Analysis Plan.................................................................................................................................18

Deliverables...............................................................................................................................................21

Appendix A...............................................................................................................................................22

Sample Simply Measured Profile for TU...............................................................................................22

Appendix B...............................................................................................................................................23

Sample RivalIQ Profile for TU..............................................................................................................23

Appendix C...............................................................................................................................................24

Proposed Focus Group Questionnaire....................................................................................................24

Appendix D...............................................................................................................................................26

Proposed Telephone Survey for TU Female Members..........................................................................26

Instructions for Interviewer...............................................................................................................26

Introduction to Questionnaire............................................................................................................26

Proposed Survey................................................................................................................................30

References.................................................................................................................................................33


Introduction

Trout Unlimited (TU) non-profit organization dedicated to the conservation of freshwater

streams, rivers, and associated upland habitats for trout, salmon, other aquatic species, and

people. It currently has more than 150,000 volunteers organized into about 400 chapters from

Maine to Montana to Alaska. (About TU, 2014)

Local chapter activities typically include stream restoration, education programs such as

"Take a Child Fishing," and group activities. Stream restoration includes such things as removal

of encroaching species of plant from stream banks, construction of retaining walls to prevent

river erosion due to human use, and construction of weirs or small water breaks to provide trout

habitat where none existed before.

It draws its funding from anglers and environmentalist contributions, generally sold in the

form of subscriptions. Subscriber benefits include quarterly issues of Trout Magazine, as well as

an annual calendar, name stamps, and other inexpensive items. When a new subscriber signs up,

they are assigned to a local chapter and encouraged to attend meetings. Most chapters meet at

least once a month to organize and socialize, then meet on additional dates for streamside

restoration and other work.

Yet only recently has TU started to realize the potential of reaching out to the female

audience. (Jordan & Buchta, 2014)


Background

Restating the goal of this research proposal is to create a detailed plan of how to measure

the perception of the female audience and reinforce the urgency of ensuring Trout Unlimited

(TU) is responding to growing interest in the sport of fly fishing within this demographic.

Through this assessment and information gathering, it will be possible to deduce valuable

audience insight into new and current membership promotions, the success of current marketing

tactics, and the true desire of the audience’s demands. (McDaniel & Gates, 2013)

The profile of the average trout angler is 53.4 years old, homeowner and married. They

tend to have the discretionary income that allow them to pursue their sport and purchase the

necessary equipment -- such as rods, reels, fly line, flies and fly typing kits, as well as apparel.

In addition, these individuals tend to travel and enjoy other outdoors sports as well as appreciate

wildlife and the environment. (The Outdoor Foundation, 2013)

Forty-seven million Americans participated in fishing in 2012, a disproportionately high

number of new participants in 2012 were female. Fly fishing participation grew in 2012 to 6.0

million participants from 5.7 million participants the year before. Much of the participation

growth was driven by first-time participants who made up 20.5 percent of all fly fishing

participants, up from 14.4 percent in 2011. (Recreational Boating & Fishing Foundation, 2014)

Women are one of the fastest growing demographics in the world of fly fishing and the

companies that fuel the industry have noticed. (Kryzinski, 2013) Females represent more than

46 percent of those interested in trying fishing. (Recreational Boating & Fishing Foundation,

2014) The market may still be male-dominated, but watch these numbers change in the coming

years; more ladies will be hitting the water as they are introduced to the sport.


According to Social Media Today, 71 percent of women are active on social media and

responsible for 62 percent of shares on Facebook. They are more prone to seek out the social

page of a brand and 70 percent of referrals are generated from pins on Pinterest. (Kinsey, 2013)

Sixty percent of consumers say the integration of social media is a motivating factor in doing

business with and sharing the brand. (Digital Insights, 2013) The key to growing fly fishing

followers is to introduce more people to the sport. This is where TU could lead the charge.

Almost all marketers find that social media helps them stand out in an increasingly noisy

marketplace. In fact, 88% of all marketers found social media helps get them increased

exposure. Additionally, 72% of those surveyed saw increased traffic as a result of social media.

(The Motley Fool, 2013)

Social Media Analytics Used

Simply Measured indicates fluctuating engagement with sporadic posts on the TU

Facebook page with the most engaged fans being male and very little reference to female anglers

or encouragement of their participation. Of the posts, videos are the most popular form of

engagement (See Appendix A for Sample Simply Measured Profile). It would behoove TU to

encourage national and local chapters to distribute more videos featuring female anglers as

supporters of TU activities. (Simply Measured, 2014)

Facebook is one of the more popular social media platforms available to organizations,

especially when it comes to reaching the female audience. The number of Facebook users over

the age of 45 has increased by 45 percent since 2012. A majority of these users are female.

(Fitzgerald, 2012) Posting content regularly is an important part of using this platform to

develop and maintain a presence for TU.


By contrast, Twitter users are primarily male and especially loyal. RivalIQ indicates over

17,000 followers with an average Tweet per Day of 3.86. As with Facebook posts, tweets from

TU are sporadic. (RivalIQ, 2014) RivalIQ validates the same data on Facebook activity

gleaned from Simply Measured (See Appendix B for Sample RivalIQ Profile).

Google Trends and LikeAlyzer both indicate that social media activities need to be

greater to be measured effectively. (Google Trends, 2014) LikeAlyzer specifically recommends

responding to fan questions and comments quicker and publishing more photos. (LikeAlyzer,

2014) Trackur provides good data but with no gender segmentation available. (Trackur, 2014)

Sprout Social does provide gender segmentation but, again, without direct access to TU’s

account no further research is available. (Sprout Social, 2014) This is important to the research

proposal to determine the reach and effectiveness of the message from TU. The social media

metrics researched could provide useful insight into deeper data for the social engagement of TU

but without direct access to the TU account for Facebook, Twitter, and LinkedIn it was not

possible to investigate further.

Women are the routers and amplifiers of the social web. Women are thought to be more

social, more interested in relationships and connections, better at multi-tasking, and able to

maintain more relationships within every ring of closeness than men. (Holland, 2014) Women

represent the majority of the online market and are more likely to pass along information about

deals or finds to others. (Kinsey, 2013) Knowing that is important to build and encourage social

network effects. More female users will likely help the brand awareness of TU mature faster.

Providing regular content to Facebook, Twitter, LinkedIn, YouTube, TU blog, and the

TU website ensures that anglers, particularly female, can find TU wherever they want to look.

These followers should then be added to a dedicated female angler database. A consistent


communication strategy will make certain that female followers of TU will keep returning to its

social media platforms to read updates, view photos and videos, and stay engaged.

Fly fishing takes people to beautiful places, in clean water, and they connect with the

natural world in a way that is magical. There is an explosion of interest among women that has

taken off in the last few years. (Angling Trade, 2012) There is a tremendous opportunity for TU

to capture huge market share with the female fly fishing audience through the use of social

media. These advocates can help promote TU through these collaborative social media

conversations.


Problem

How to get more female members in TU nationally and locally.

Research Objectives

Determine how many female members currently exist.

Establish why they joined.

Determine the interest level with current female members.

Evaluate membership participation and renewals and compare male and female

memberships.

Consider geographic propensity for membership.

Assess the probable market size and share of female anglers and enthusiasts.

Determine the demographic profile of a TU member.

Hypothesis 1: Public perception is that fly fishing is primarily male dominated.

Current TU female members are considerably less in number.

How do current female TU members view TU’s support of female anglers?

Hypothesis 2: TU as an organization that supports preserving fishing outlets but

nothing more.


Research Objectives

It is the goal of this research proposal to lay out a detailed plan of how to measure the

perception of the female audience and reinforce the urgency of ensuring TU is responding to

growing interest in the sport of fly fishing within this demographic. Through this assessment and

information gathering, it will be possible to deduce valuable audience insight into new and

current membership promotions, the success of current marketing tactics, and the true desire of

the audience’s demands. (McDaniel & Gates, 2013)

Issues

Why did current female members join TU?

Research Problem: Determine the interest level with current female members.

How many female TU members are active in the organization and renew

membership?

Research Problem: Evaluate membership participation and renewals and compare

male and female memberships.

What can be done to increase female membership in TU?

Research Problem: Assess the probable market size and share of female anglers and

enthusiasts.

Objectives

Determine the demographic profile of a TU member.

Hypothesis 1: Public perception is that fly fishing is primarily male dominated.

Current TU female members are considerably less in number.


How do current female TU members view TU’s support of female anglers?

Hypothesis 2: TU as an organization that supports preserving fishing outlets but

nothing more.

Fly fishing is TU’s welcome mat. In order to appreciate the need for the protection and

restoration of cold water streams in America, it helps to first have a passion for angling.

Encouraging women to try fly fishing will increase awareness for TU’s national, regional, and

local causes while fostering good will with and changing the perception of the female audience.


Recommended Methodology

Focus group research is considered qualitative research. This means that the results of

focus groups may not, and should not, be generalized to the population under study. Focus

group research, as does all qualitative research, sacrifices reliability or the ability to replicate

results, for the sake of increased validity. They are, however, extremely useful in the

development of an understanding of attitudes, issues and concerns.

Research Design for Qualitative Study

Obtain general background information about why women join or would join Trout

Unlimited (TU);

Generate research hypotheses that can be submitted to further research testing using

more quantitative approaches;

Stimulate new ideas and creative concepts;

Diagnose the potential for problems with female membership initiatives;

Generate impressions of TU and their initiatives, including interest in fly fishing for

women; and

Learn how respondents talk about their knowledge of TU, its initiatives, and how they

influence participation in fly fishing for female anglers. This in turn, may facilitate

the design of questionnaires, survey instruments, or other research tools that might be

employed in more quantitative research


Data Collection Method

Two types of surveys would be employed. The first would be to a focus group to existing

female members of TU in the Atlanta Metropolitan area. A second survey would be conducted

via telephone to sample of existing female TU members throughout the country (See Appendix C

and D for Sample Questionnaires).

Focus Group Plan

The focus group would consist of 8-10 participants and will comprise the following

characteristics:

Women between the ages of 45 and 54.

Caucasian, African-American, and Asian.

Single, married, divorced, and widowed.

Income of $50,000 or greater.

Outdoor enthusiast.

Own or have owned a fishing license within the last 5 years.

Environmentally conscious.

Use social media.

All participants will receive $250.00 cash for their time and opinions. Shop alongs will

also be conducting at a fly fishing store where participants will be paid $150.00 for giving their

opinions on the service received. For the focus groups as well as the shop alongs there will be a

small homework assignment involved that must be completed by all participants before they

receive payment. The study is for research purposes only and no one will be sold anything.

Everything discussed in our research will be held in strict confidence.


Recommended Focus Group Facility

Atlanta Out Loud (AOL) was selected because of its central location in the Atlanta

market. Additional focus groups would be planned for locations where fly fishing is a popular

past time.

Atlanta Out Loud, Inc.

Druid Chase Office Park

2801 Buford Highway N.E., Suite 250

Atlanta, GA 30329

http://atlantaoutloud.net/atlanta/

Seating arrangements affect the general environment of the focus group. Amply-spaced

seating helps participants feel they are part of a friendly, problem-solving mission, in which their

individual experiences and opinions are valued. The facilities at AOL provide several “living

room” style arrangements. Given the nature of the study is focused on the female angler this

format is conducive to encourage open and candid responses to the questions posed by the

moderator. The researcher would observe behind glass panels.

Focus groups have proved to be a highly insightful research technique for engaging a

group of people with a question, product or idea. Bringing together a group to discuss a

particular topic provides a more natural setting than one-to-one interviews, as it allows

participants to share their stories and through discussion can enable new strands of thought to

emerge. Therefore this qualitative research method can generate rich data in a less resource

intensive manner than interviewing.

http://atlantaoutloud.net/atlanta/


Sample Size

An important factor that the market researcher needs to consider is related to the sample

size. The question that needs to be answered is: How many people will be participants in the

research? In quantitative research, the goal is to achieve a representative sample of the target

population, and this can best be attained through consideration of sample size, levels of

confidence, and confidence intervals. Generally speaking, the larger the sample, the more

reliable the research findings will be, and typically, the more the findings can be generalized to

the target population in a quantitative research project. The rule of thumb is that a sample will

provide good enough reliability when just less than one percent of the target population

participates in a research study. The caveat is that the sampling procedure must be credible and

rigorously executed. (American Association for Public Opinion Research, 2014)

Quantitative research often involves comparisons between market segments or subgroups

of a target market. Because quantitative research is numbers-driven, determining a comfortable

sample size can be fairly easy -- for each important group or segment in a study, a researcher

would hope to survey 100 participants. This number is a recommendation and not an absolute.

A market researcher will consider a number of relevant variables to determine the size of a

sample in surveys research. (Birchall, 2014)


Telephone Survey Plan

According to Trout Unlimited (TU) there are 2,600 female members as of March 9, 2014.

(Trout Unlimited, 2014) The following research problems have been identified to address

through quantitative surveys:

Why did current female members join TU?

Research Problem: Determine the interest level with current female members versus

non-members.

How many female TU members are active in the organization and renew

membership?

Research Problem: Evaluate membership participation and renewals and compare

male and female memberships.

What can be done to increase female membership in TU?

Research Problem: Assess the probable market size and share of female anglers and

enthusiasts.

One of the biggest problems in conducting a quantitative survey is the low response rate.

One of the best ways to ensure an adequate response rate in a quantitative survey is to have a

member of the research team administer the survey, either in person, via the telephone or via the

internet. This will help to ensure that minimum quotas for completed numbers of surveys are

held.

A chief advantage of administration is that respondents have the ability to ask questions if

they reach a question that they do not understand. Another advantage is that respondents see that

their surveys are being handled by a third party (rather than the sponsor of the study) and thus are

more likely to share their honest opinions.


Telephone surveys offer all of the advantages of an administered survey while

eliminating the problem of geography. One of the reasons telephone surveys have traditionally

been preferred by national polling organizations is because they allow for a true random sample

through a process known as “random digit dialing.” Telephone surveys are generally the best

way to ensure a high quality of data. (American Association for Public Opinion Research, 2014)

Sampling Procedure for Telephone Survey

There are two fundamental types of sampling procedures: Probabilistic sampling and

non-probabilistic sampling. For quantitative research, a probability sample is drawn from the

target population in order to calculate certain statistical considerations. The probability sample

reveals the confidence levels or confidence limits related to sampling error. Probabilistic

sampling can be a drain on resources (including time, money, and expertise), but it does allow a

market researcher to measure sampling error. Non-probability sampling procedures can provide

very useful data and, ultimately, market insights. As with qualitative research and quantitative

research, there are proponents and critics of probability and non-probability sampling

procedures. (McDaniel & Gates, 2013)

Different methods and techniques will produce different forms of data, and it is critical to

ensure that the sampling procedures match the type of data that is needed to answer the research

questions. For this reason, simple random sampling is recommended.

With simple random sampling, there would an equal chance (probability) that each of the

TU female members could be selected for inclusion in a sample. To create a simple random

sample, there are six steps: (a) defining the population; (b) choosing a sample size; (c) listing the

population; (d) assigning numbers to the units; (e) finding random numbers; and (f) selecting a

sample. (Birchall, 2014)


1. Define the population 2,600 Female TU Members

2. Choose your sample size n=335

3. List the population TU membership list

4. Assign numbers to the units From 1 to 2,600

5. Find random numbers

6. Select sample 335 random numbers

Finally, select which of the 2,600 members will be invited to take part in the research. In

this case, this would mean selecting 93 random numbers from the random number table.

(American Research Group, Inc., 2014) Imagine the first three numbers from the random

number table were:

0011 (the 11th member from the numbered list of 2,600)

0093 (the 93rd member from the list)

0125 (the 125th member from the list)

From this list, the 11th, 93rd and 125th name from the TU list of female members to be part of

the sample until 335 members have been selected.

Sample Size

When selecting units from the population to be included in a sample, it is sometimes

desirable to obtain of a list of the population from which units are selected. In this case, a

population size and a sample size for the telephone survey of 335 is used to calculate the

theoretical margin of error of 5, plus or minus in percentage points, 95% of the time, on

questions where opinion is evenly split. (American Research Group, Inc., 2014)

Sampling is an important component of any piece of research because of the significant

impact that it can have on the quality of results and findings. The sample size represents the


characteristics of the whole population. The advantages of sampling are: it is economical and

practical; faster and cheaper; it can yield more comprehensive information; it is more accurate;

and because of savings it permits in time and money, the sample survey makes possible the use

of much larger and much more varied populations than would be possible for the same

expenditure if one were making a complete study of the entire female membership of TU.

Data Analysis Plan

Validation verifies that the survey was conducted as intended. It is especially important

in a third party administered survey, such as the telephone survey that was conducted for Trout

Unlimited (TU). Editing goes hand-in-hand with validation, and involves checking for errors

made by the interviewer (if applicable) and respondents. In TU’s case, the survey was conducted

by a third party, which means there is a possibility of interviewer mistakes. Additionally, there

could have been mistakes made by the respondents because no representative from TU was

present to make any necessary clarifications.

A few questions in TU’s validation process would answer are whether or not correct

demographic data was provided, whether or not answers were consistent, or whether or not the

survey was completed in its entirety. TU’s editing process would check for incomplete answers

to open-ended questions, and whether or not skip patterns were followed.

Coding is the process of marking all the data that fits with particular themes. This

process enables participants to pick examples from the data that will best illustrate the story. As

participants code the data, they continually refine, change, or add to the categories. (Smith &

Albaum, 2013) Coding is a process that continues data analysis, such as:

Develop categories;

Code all the data;


Sort the data;

See what’s unaccounted for; and

Refine the analysis.

Because TU conducted a telephone survey, the need for manual data entry and coding is

required for closed-ended questions. The responses for open-ended questions will also still need

to be coded. Before TU can analyze the data it has collected, the results from the surveys must

be checked once more for errors. To complete this step, SAS (Statistical Analysis System) or

SPSS (Statistical Package for the Social Sciences) software is recommended. (Smith & Albaum,

2013)

Differences analysis is a type of statistical analysis that would be used to compare two

groups of female TU members and determine differences. Differences analysis will be beneficial

in measuring the levels of brand awareness and perceptions between enthusiastic female

members and those not planning to renew. Associative analysis, which examines the

relationship between two variables, would also be useful for TU. (Kiel, 1983) They would be

able to determine if free memberships, demographics, or another factor is related to the

continued support of female TU members. If, for example, TU finds that how female members

are received in their local chapters plays the largest role in influencing membership renewals,

they could conceivably determine that creating female chapters would maintain - and even

encourage - continued membership in the organization.

Multiple regression analysis allows researchers to create predictive models to explain a

behavior or a dependent variable. (Kiel, 1983) Because TU is trying to encourage female

memberships, this would explain the purchase behavior (in this instance, joining TU, is the

dependent variable) by examining which factors, such as chapter involvement, interest in fly


fishing, household income, age and marital status, have the most impact on a woman’s decision

to join and continue to renew their membership.

Discriminant analysis can be used to further examine differences between enthusiastic

female members and those who have no plans to renew. (Sage Publications, 2014) For current

members, it would be interesting to determine if they view the national organization of TU in a

positive light compared to their local chapter. For example, if a respondent indicates they joined

because of the environmental causes that TU supports or because of the free membership? Or,

did they join because they enjoy fly fishing and hoped to find similar-minded individuals with

whom to socialize?

In most research studies, the analysis section follows these three phases of analysis.

Descriptions of how the data were prepared tend to be brief and to focus on only the more unique

aspects to the study, such as specific data transformations that are performed. (Smith & Albaum,

2013) The descriptive statistics can be voluminous. In most write-ups, these are carefully

selected and organized into summary tables and graphs that only show the most relevant or

important information. Usually, the researcher links each of the inferential analyses to specific

research questions or hypotheses that were raised in the introduction, or notes any models that

were tested that emerged as part of the analysis. (McDaniel & Gates, 2013)

In most analysis write-ups it's especially critical to not "miss the forest for the trees." If

too much detail is presented, TU may not be able to follow the central story line of the results.


Deliverables

Upon completion of the research, TU will receive a comprehensive report providing a

brief overview of results supported by an in-depth analysis, to include:

Executive summary

Easy to understand analysis of data

Presentation quality graphics

Verbatim reports

Cross-tabulations

Questionnaire instrument

Electronic version of the report

Oral presentation of results (Power Point optional)


Appendix A

Sample Simply Measured Profile for TU


Appendix B

Sample RivalIQ Profile for TU


Appendix C

Proposed Focus Group Questionnaire

Introductory questions: These questions would be designed to get participants discussing

the issue of why they joined TU in general before homing in on particular issues

o Are you familiar with TU?

o Are you a current member?

If so, for how long?

If not, have you been a member?

o Are you an active fly fisher?

Linking questions: These questions would enable the facilitator to move from the broad

general discussion, following the introductory question, to the more specific areas of

interest;

o Have you been active in TU programs?

o Are you active in other organizations that promote fly fishing?

o Think back over all the years that you've participated in TU programs and tell us

your fondest memory. (The most enjoyable memory.)

o Think back over the past year of the things that TU did. What went particularly

well?

o If you were inviting a friend to participate in TU, what would you say in the

invitation?


Key questions: These questions would address the key issues which the facilitator wants

to cover in the focus group session.

o What needs improvement?

o Suppose that you were in charge and could make one change that would make the

program better. What would you do?

o What can each one of us do to make the program better?

o Tell me about positive experiences you've had with TU?

o Tell me about disappointments you've had with TU?

o Who or what influences your decision to join TU?

o When you decide to join TU, what did you expect from the membership? Take a

piece of paper and jot down three things that are important to you when you

joined TU.

o Let's list these on the flip chart. If you had to pick only one factor that was most

important to you, what would it be? You can pick something that you mentioned

or something that was said by others.

o Of all the things we've talked about, what is most important to you?


Appendix D

Proposed Telephone Survey for TU Female Members

Instructions for Interviewer

Interviewer instructions appear in [UPPERCASE LETTERS ENCLOSED IN

BRACKETS].

Text in UPPERCASE LETTERS should not be read aloud.

Interviewers should read aloud all text that appears in bold, lowercase letters.

R = Respondent

Introduction to Questionnaire

Hello, my name is {INTERVIEWER NAME} and I am calling from {NAME OF

VENDOR}. May I please speak to {MS. / MRS. LAST NAME}?

[IF R ANSWERS PHONE OR COMES TO PHONE, GO TO 1.]

[IF R IS NOT AVAILABLE OR NOT HOME:] When would be a good time to call

{MS. / MRS. LAST NAME} back?

[IF DON’T KNOW, SCHEDULE SOFT CALLBACK FOR DIFFERENT DAY /

TIME.]

[IF INFORMANT OFFERS DAY / TIME, SCHEDULE CALLBACK

APPOINTMENT.]

Hello {MS. / MRS. LAST NAME}. My name is {INTERVIEWER NAME} and I’m

calling from the {NAME OF VENDOR}, which is a research study that collects

information on members’ experiences with Trout Unlimited (TU). Do you have any

questions or concerns about participating in this study that I can answer for you at


this time? [ANSWER ANY QUESTIONS THE RESPONDENT MAY HAVE, THEN

READ THE FOLLOWING STATEMENT.]

Before we get started, let me tell you a little more about what we are asking you to

do. The telephone interview will take about 15 minutes of your time and will focus

on your experiences as a female member of TU. I will ask you questions about your

demographics, the club you attend, and your interest in fly fishing. Everything you

tell me will be kept confidential. {NAME OF VENDOR} will not release any

information that identifies you to anyone without your prior consent, except as

required by law. The information you give during the interview will be used only

for research purposes. You may choose to participate or not. If you choose not to,

this will not affect your membership. Once we start the interview, you can refuse to

answer any question you don’t want to answer. Just tell me and we will skip to the

next one. If, after we start the interview, you need to take a break or need to stop

the interview for any reason, just let me know. Is this a good time to do the

interview?

[IF R REFUSES:

o ATTEMPT TO ADDRESS CONCERNS AND CONVERT REFUSAL;

o SEE IF R WOULD BE WILLING TO SCHEDULE APPOINTMENT FOR

ANOTHER TIME; OR

o COMPLETE REFUSAL / BREAKOFF FORM.]

Let me confirm your mailing address. The address I have is {ADDRESS}. Is that

correct?

[IF NO:] What is the correct mailing address? [RECORD ADDRESS]


[START SURVEY]

Since I have you on the phone right now, may I take a few moments to tell you about

the study?

1. [IF R REFUSES:

o ATTEMPT TO ADDRESS CONCERNS AND CONVERT REFUSAL; OR


ANOTHER TIME.


2. [IF R INDICATES THAT IT IS NOT A GOOD TIME:] Is there a day and time that

would be more convenient for you? [SCHEDULE CALLBACK APPOINTMENT.]

3. [IF YES:] You are part of a sample of 335 TU members who have been selected to

take part in this study. Participation involves completing a telephone interview

about membership in TU. This study is being conducted by {DATA COLLECTION

ORGANIZATION}. It is being funded by Trout Unlimited. The goal of this study is

to collect information on the experience of TU’s female members. This

information will help TU improve the quality of membership for current and future

female members.

The telephone interview will take about 15 minutes of your time and will focus on

your experiences with your TU membership. I will ask you questions about your

demographics, the club you attend, and your interest in fly fishing. Everything you

tell me will be kept confidential. {NAME OF VENDOR} will not release any

information that identifies you to anyone without your prior consent, except as

required by law. The information you give during the interview will be used only


for research purposes. You may choose to participate or not. If you choose not to,

this will not affect the care you receive. Once we start the interview, you can refuse

to answer any question you don’t want to answer. Just tell me and we will skip to

the next one. If, after we start the interview, you need to take a break or need to

stop the interview for any reason, just let me know. We hope you will take this

chance to talk to us about your experience as a female member of TU. Is this a good

time to do the interview?

[IF R REFUSES:

o ATTEMPT TO ADDRESS CONCERNS AND CONVERT REFUSAL;


ANOTHER TIME; OR


[IF R INDICATES THAT IT IS NOT A GOOD TIME:] Is there a day and time that

would be more convenient for you? [SCHEDULE CALLBACK APPOINTMENT.]

[IF YES:] That’s great. Thank you. Before we get started I just want to remind you

that, if you need to take a break or stop the survey for whatever reason, just let me

know.

[START SURVEY]


Proposed Survey

1. When did you join TU?

2. Why did you join TU?

3. Did you take Fly Fishing 101 through Orvis?

Yes No

4. Did you take Fly Fishing 102 through Orvis?

Yes No

5. Did you know about free membership for women?

Yes No

6. How much did you pay for your membership?

7. How likely are you to renew your TU membership?

Not Likely 1 2 3 4 5 6 7 8 9 10 Very Likely

8. How often do you attend TU meetings?

Every Month Not Often Never

9. How often do you go fly fishing?

1x Week 1x Month 2x Month Every weekend

10. Do you go fly fishing with your partner?

Yes No They aren’t anglers

11. Would you go fly fishing more often if you had a group to go with?

Yes No Maybe

12. Do you feel included at TU meetings?

Yes No


13. Do you socialize with other female members from your TU club?

Not Much 1 2 3 4 5 6 7 8 9 10 A Lot

14. Would you feel more comfortable being a TU member if there were more female

members?

Not Much 1 2 3 4 5 6 7 8 9 10 A Lot

15. Are you invited to your TU Chapter fishing trips?

Yes No

16. Do you know why TU is important to the fly fishing community?

17. Are you active with other organizations within the fly fishing community like

Healing Waters, Casting for Recovery, Fly Fishing for Vets, etc.?

Yes No

18. Why do you participate in these events?

19. Do you feel welcomed as a volunteer at these events?

Yes No

20. What other organizations do you belong to?

21. What can be done to make women feel more welcomed as members of TU?

22. What state do you live in?

23. Which TU Chapter do you belong to?

24. What is your marital status?

Single Married Divorced Widowed

25. What is your age?

30-34 35-39 40-44 45-49 50-54 55+


26. What is your household income

$45-55k $56-65k $66-75k $76k+

27. Would you be willing to be contacted by someone from TU to further discuss your

feelings about membership?

[IF R REFUSES CLOSE SURVEY]

[IF YES CONFIRM CONTACT INFORMATION AGAIN AND CLOSE SURVEY]

This concludes the telephone interview. Thank you for taking the time to answer these

questions regarding your membership experience with TU. Have a great day.


References

About TU. (2014, May 20). Retrieved from Trout Unlimited: http://new.tu.org/about-tu

American Association for Public Opinion Research. (2014, June 21). Best Practicces. Retrieved

from American Association for Public Opinion Research:

http://www.aapor.org/Best_Practices1.htm#.U6huyRTD_cs

American Research Group, Inc. (2014, June 21). Margin of Error Calculator. Retrieved from

American Research Group: http://americanresearchgroup.com/moe.html

American Research Group, Inc. (2014, June 21). Sample Size Calculator. Retrieved from

American Research Group: http://americanresearchgroup.com/sams.html

Angling Trade. (2012, August 17). AFFTA Releases Fly Fishing Industry Data. Retrieved from

Angling Trade: http://www.anglingtrade.com/2012/08/17/affta-releases-fly-fishing-

industry-data/

Birchall, J. (2014, June 21). Sampling and samples. Retrieved from Market Research World:

http://www.marketresearchworld.net/content/view/23/1/

Digital Insights. (2013, November 14). Social Media Statistics. Retrieved from Digital Buzz

Blog: http://www.digitalbuzzblog.com/infographic-social-media-stats-2013/

Fitzgerald, B. (2012, July 9). More Women on Facebook, Twitter and Pinterest than Men.

Retrieved from Huffington Post: http://www.huffingtonpost.com/2012/07/09/women-

facebook-twitter-pinterest_n_1655164.html

Google Trends. (2014, June 7). About. Retrieved from Google Trends:

http://www.google.com/trends/

Holland, S. (2014, February 8). Marketing to Women Quick Facts. Retrieved from She-Conomy:

http://www.she-conomy.com/facts-on-women


Jordan, J., & Buchta, K. (2014, 27 January). Women's Fly-Fishing Round Table is Standing

Room Only. Retrieved from Orvis: http://www.orvis.com/news/women-in-fly-fishing/

Kiel, G. (1983). Maximizing marketing research effectiveness through data analysis. Journal of

Marketing Practice: Applied Marketing Science, pp. 40-50.

Kinsey, A. (2013, September 2). How do Women and Men Use Social Media Differently

[INFOGRAPHIC]. Retrieved from Social Media Today:

http://socialmediatoday.com/andykinsey/1707816/social-media-men-vs-women

Kryzinski, B. (2013, September 9). Patagonia Joins the Women's Waders Party. Retrieved from

Hatch Magazine: http://www.hatchmag.com/articles/patagonia-joins-womens-waders-

party/771917

LikeAlyzer. (2014, June 7). Trout Unlimited. Retrieved from LikeAlyzer:

http://likealyzer.com/troutunlimited

McDaniel, C., & Gates, R. (2013). Marketing research essentials (8th ed). New York: Wiley &

Sons.

McDaniel, C., & Gates, R. (2013). Marketing research essentials (8th ed.). New York: Wiley &

Sons.

Recreational Boating & Fishing Foundation. (2014, January 18). 2013 Special Report on Fishing

and Boating. Retrieved from Take Me Fishing:

http://takemefishing.org/uploadedFiles/Content/General/About_RBFF/

Research_and_Evaluations/2013SpecialReportFinalWEB.2013-06-26.pdf

RivalIQ. (2014, June 7). Metrics for Trout Unlimited. Retrieved from RivalIQ:

https://www.rivaliq.com/overview


Sage Publications. (2014, July 12). Planning and preparing the analysis. Retrieved from Sage

Publications: http://www.sagepub.com/upm-data/44135_2.pdf

Simply Measured. (2014, June 7). Facebook Fan Page for Trout Unlimited. Retrieved from

Simply Measured:

https://app.simplymeasured.com/viewer/5x8wu2utmwdhq8n8a9yzixvnnm5ksv/2013435?

id=913894#

Smith, S. M., & Albaum, G. S. (2013). Basic marketing research. Provo: Qualtrics Labs, Inc.

Sprout Social. (2014, June 7). About. Retrieved from Sprout Social: http://www.sproutsocial.com

The Motley Fool. (2013, May 6). Staples Survey Reveals Small Businesses Find Growing Value

in Social Media. Retrieved from Daily Finance:

http://www.dailyfinance.com/2013/05/06/staples-survey-reveals-small-businesses-find-

growi/

The Outdoor Foundation. (2013, January 18). 2013 Outdoor Recreation Participation. Retrieved

from Outdoor Foundation:

http://www.outdoorfoundation.org/pdf/ResearchParticipation2013.pdf

Trackur. (2014, June 7). Trout Unlimited. Retrieved from Trackur: http://track.trackur.com/

Trout Unlimited. (2014, March 9). TU Women's Membership Drive. Retrieved from Trout

Unlimited: http://www.tu.org/blog-posts/tu-womens-membership-drive-0

imc 611: market research proposal for trout unlimited

Documents