Cumberland County Society for the Prevention of

Cumberland County Society for the Prevention of Cruelty to Animals (SPCA) faces a great challenge in attempting to increase its visibility in the county. Currently, the SPCA does not have a viable or strong public presence. Linda Catalano, the Executive Director of the Cumberland County SPCA feels that the Society is "invisible," and that many residents are unaware of the work of the SPCA. This marketing research study will attempt to determine appropriate target markets for any future attempts to increase the visibility of the Society.

This study uses the categories of segmentation to help determine this target market. Market segmentation is simply the division of a market into groups that respond differently to marketing, communications initiatives. The segments are created to maximize differences, and minimize differences within the segments. Market segmentation can result in more efficient use of marketing resources, and the ability to find specific niches (DSS Research). Cumberland County SPCA is currently seriously under funded. The Society does not even have enough funds to maintain normal business hours.

As such, the marketing research study proposed here remains within strict budgetary guidelines. The research plan will use both primary and secondary sources. Prior to undertaking directed research, an extensive review of all existing, and pertinent literature will be undertaken. Given budget constraints, the use of traditional consumer analysis of cannot be undertaken. As such the incorporation of costly consumer databases cannot be used, including the use of the MRI Survey of American Consumers, available from Newsweek (Newsweek Media Kit).

Data Collection group of two qualified volunteers will be asked to conduct primary research. They will use all methods at their disposal, including Internet-based research, library research, and informal "interviews" of friends and family. The main purpose of this stage of research is to act as a "brainstorming" activity to identify potential target markets, and potential techniques for reaching these markets. This stage is expected to take less than two months to complete.

The three volunteers will cooperatively provide a report that will act as a starting point for conducting the research study described below. The research study proposed in this report is aimed at identifying appropriate target markets for attempts to increase public awareness of the SPCA. Prior to identifying these markets, a baseline level of awareness of the SPCA must be determined. This research plan will focus mostly on quantitative (statistical) research, as defined by Sayre.

One hundred randomly selected Cumberland Country residents will be contacted by telephone; a technique that has been previously shown to increase the number of successful responses in comparison to traditionally mailed surveys (Mariampolski). These initial respondents will be interviewed as to their level of awareness of the SPCA's activities, and their level of support of the SPCA. Demographical information like age, sex and income distribution will also be obtained. Psychographic information like lifestyles and attitudes will be assessed.

Based on these initial interviews, logical segmentation of the respondents should begin to appear. For example, young professional women may show a higher level of awareness and support for the SPCA than older, retired males. A second series of interviews will then take place, which focus on market segments that show little awareness or support for the SPCA. Two hundred Cumberland Country residents, which meet the demographical criteria for lowered awareness for the SPCA, will be contacted by telephone.

The purpose of these interviews will be to obtain a more complete analysis of the demographical distribution of these segments, and attempt to ascertain both the level of knowledge about the SPCA. Volunteers will be used exclusively to collect data for the study, given budget constraints. Standard statistical techniques for market segmentation will be used. Specifically, multivariate analytical techniques will be used to define each market segment, and subsequently a scoring algorithm will place members of the target market into specific market segments (DSS Research).

Budget constraints dictate that volunteers must perform all statistical analysis in this study. Given the need for specific skills in data analysis, it is anticipated that finding skilled, appropriate volunteers will be a difficult process. It is suggested that study coordinators approach professors who teach second-year (or above) University statistics classes in an attempt to recruit students as volunteers. Endnotes/Conclusion This research study has focused on identifying underused target markets for the Cumberland County SPCA.

This market research analysis does not make any concrete recommendations for the specific incorporation of this research into.