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1Detroit Parents as ShoppersResearch
2Project Team• Practical Political Consulting/Marketing Resource  Group  ▫ Develop sample process  ▫ Do the door to door s...
3Research design• Traditional phone survey not possible• Needed to go door to door• PPC developed random sample of 500 cen...
4Unprecedented data about familyschool shopping behavior• 1,073 families; 1,699 school age children• Sample looks much lik...
5Race and Ethnicity           DPS 11/2009   2010 Census     Our             Student      ages 5 -19   sample             C...
6Respondents household income                    All    Assigned DPS$10,000 or less    27.4%      31.3%$10,000 - 20,000   ...
7Respondents education attainment                            All    Assigned DPSLess than High School      15.3%      20.3...
8Respondents access to vehicles Car Access                    % All or nearly all the time   79.6 Sometimes               ...
9Respondents time at address  Time at Current Address      %  Less than six months        4.7  Six months to a year       ...
10Survey Answered Key Questions:•   How many parents are shopping for schools in    Detroit, allowing school managers to e...
11How many Detroit households shop?           Shoppers,     Non-              71%      shoppers,                         29%
12Profile of shoppers• Veteran: Have enrolled child in an alternative  to assigned Detroit public schools in the past  and...
13Profile of non-shoppers• Potential: Never shopped for alternatives, but  have characteristics that predict future school...
14Breakdown of Detroit shoppers     4 Types of School Shoppers            Veteran             59%                      Eme...
15What market looks like todayCurrent school attending           PercentAssigned Detroit Public School       55.0Detroit p...
16What market looks like todayCurrent school             PreK-     6-8   9-12attending                    5Assigned Detroi...
17Parents as shoppers
18Who decides about school?• Mothers 58%• Fathers 23%• Students 7%• Other relative 6%
19When are decisions made?• Parents generally shop for schools between  May and August.• Most parents begin the school sho...
20What do respondents think about theirchildren’s schools?         Item               Very   Sat    Dis    Very           ...
21What do parents shop for?“Top 3” characteristics combined        Characteristic                 %        Academic perfor...
22What do parents shop for?Most important characteristic          Characteristic                 %          Academic perfo...
23What do parents shop for?What can help your child succeed?   Characteristic                          %   None: Children ...
24High School Students InfluenceShopping Decisions• 11.7 percent of high school students were the  primary decision maker ...
25Sources of information whenshopping• 61% of respondents said they spoke to other  parents when choosing a new school for...
26Willingness to travelFarthest distance willing to travel   %Up to a mile                          19.0Up to three miles ...
27Focus group conversations• Combined “Veteran” and “Emerging” shoppers  into an “Ever” shopper category• Potential• Unlik...
28Ever shoppers • Tend to look at three or more schools before   making a decision • Start shopping process earlier (May/J...
29Ever shoppers• Emphasize importance of teachers and  connection with them• Test scores/grades not as important• Homework...
30Some parents know what they want• Ever and potential shoppers knew the kind of  school they wanted for their child befor...
31Defining quality? All said:• Safe and secure environment; good discipline• Active communications with parents• Good teac...
32Some interesting comments• 2/3rd of Potential/Unlikely focus group  participants said union representation  important  ▫...
33Resources that might help• Widespread feeling little up-to-date objective  information available• Web is a tool – but no...
34Barriers to Shopping:Two Types of Non-Shoppers•   Those who are unhappy with their children’s    schools but were not aw...
35Recruitment Challenge:Loyalty to Failing Schools• High degree of satisfaction with current school• Fear that high achiev...
36  What Will Help Parents Shop?• Parents want to have mentors who can help  them navigate the shopping process. We should...
37                      Opportunities                                   Challenges          These families are eager to fi...
38Detroit Parents as ShoppersResearch
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Detroit Parents as Shoppers Research

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Detroit Parents as Shoppers Research

  1. 1. 1Detroit Parents as ShoppersResearch
  2. 2. 2Project Team• Practical Political Consulting/Marketing Resource Group ▫ Develop sample process ▫ Do the door to door survey• Qwaku & Associates ▫ Research design ▫ Focus group facilitation ▫ Data analysis ▫ Final report• Martin Waymire Advocacy Communications ▫ Coordinate activities
  3. 3. 3Research design• Traditional phone survey not possible• Needed to go door to door• PPC developed random sample of 500 census blocks• Screened for children• Survey teams visited 292 blocks during summer 2011• Gathered data on 1,073 households, 1,699 children• Survey found focus group potentials
  4. 4. 4Unprecedented data about familyschool shopping behavior• 1,073 families; 1,699 school age children• Sample looks much like we would expect based on census, other sources of information• Would never have obtained this relevant a sample using any other methods• Can be broken into zip code, other geographic and demographic cohorts
  5. 5. 5Race and Ethnicity DPS 11/2009 2010 Census Our Student ages 5 -19 sample Census African 88 83.9 85.2American Latino 8.3 8.4 8.6 White 2.5 4.6 2.6
  6. 6. 6Respondents household income All Assigned DPS$10,000 or less 27.4% 31.3%$10,000 - 20,000 25.6% 30.7%$20,000 - 30,000 15.1% 12.6%$30,000 - 50,000 21.0% 16.8%$50,000 or more 10.8% 8.6%
  7. 7. 7Respondents education attainment All Assigned DPSLess than High School 15.3% 20.3%High School/GED 29.7% 32.1%Some post secondary/ 29.1% 29.3%No degreeAssociates Degree 15.2% 12.4%Bachelors Degree or more 10.5% 5.9%
  8. 8. 8Respondents access to vehicles Car Access % All or nearly all the time 79.6 Sometimes 13.3 No access 7.1
  9. 9. 9Respondents time at address Time at Current Address % Less than six months 4.7 Six months to a year 5.6 A year to three years 23.9 Three years to five years 27.2 Five years or more 38.6
  10. 10. 10Survey Answered Key Questions:• How many parents are shopping for schools in Detroit, allowing school managers to efficiently provide options for children?• What are the socio-demographic characteristics of school shoppers?• When and how do parents shop for schools?• What do parents look for in a school?• What are the likely barriers to shopping for some families?• How can interested stakeholders better serve all school shoppers?
  11. 11. 11How many Detroit households shop? Shoppers, Non- 71% shoppers, 29%
  12. 12. 12Profile of shoppers• Veteran: Have enrolled child in an alternative to assigned Detroit public schools in the past and present, and reported that they are highly likely to consider multiple options, public, charter or private.• Emerging: Currently have a child in an alternative to assigned DPS, but did not report shopping for schools in the recent past.
  13. 13. 13Profile of non-shoppers• Potential: Never shopped for alternatives, but have characteristics that predict future school shopping.• Unlikely: Never shopped; do not display characteristics that predict school shopping in the future.
  14. 14. 14Breakdown of Detroit shoppers 4 Types of School Shoppers Veteran 59% Emerging, 12% Potential 8% Unlikely, 21%
  15. 15. 15What market looks like todayCurrent school attending PercentAssigned Detroit Public School 55.0Detroit public magnet school 5.1Public charter school 22.5Public school outside of Detroit 15.2Private or home school 2.5
  16. 16. 16What market looks like todayCurrent school PreK- 6-8 9-12attending 5Assigned Detroit Public 55.2 % 44.1 % 60.4 %SchoolDetroit public magnet 2.4 9.3 6.6schoolPublic charter school 27.3 26.7 12.8Public school outside of 13.7 16.5 16.9DetroitPrivate or home school 1.3 3.4 3.3
  17. 17. 17Parents as shoppers
  18. 18. 18Who decides about school?• Mothers 58%• Fathers 23%• Students 7%• Other relative 6%
  19. 19. 19When are decisions made?• Parents generally shop for schools between May and August.• Most parents begin the school shopping process during the late spring and make their final decision during the summer.• Non-shoppers begin the process later; many do not make final decision until just before school starts.
  20. 20. 20What do respondents think about theirchildren’s schools? Item Very Sat Dis Very Sat DisIn General 34.9 % 51.8 % 7.6 % 5.6 %Teacher Quality 34.8 53.3 7.5 4.4Academic Performance 38.0 48.4 9.4 3.7Safety & Discipline 38.6 45.0 10.9 8.1Interaction with Parents 38.1 46.3 10.1 5.4Accommodate student 35.0 49.0 10.4 5.7needsExtracurriculars 35.4 47.7 10.5 6.4Location/Transportation 40.5 46.1 8.6 4.8
  21. 21. 21What do parents shop for?“Top 3” characteristics combined Characteristic % Academic performance 61.3 Safety and discipline 49.9 Academic program 45.3 Extra-curricular activities 37.2 Convenient location 32.8 School and class size 16.1 Transportation 12.4 Other 33.3
  22. 22. 22What do parents shop for?Most important characteristic Characteristic % Academic performance 39.8 Safety and discipline 14.8 Academic program 12.9 Convenient location 10.0 Extra-curricular activities 9.0 School and class size 5.7 Transportation 3.3 Other 4.5
  23. 23. 23What do parents shop for?What can help your child succeed? Characteristic % None: Children are doing their best 11.0 Better quality teachers 17.2 Better quality school 15.8 Extra tutoring 14.9 Smaller class sizes 8.9 After school/extracurricular program 9.2 Improved discipline 9.2 Better school facilities 7.4 Language assistance 3.2 Other 3.2
  24. 24. 24High School Students InfluenceShopping Decisions• 11.7 percent of high school students were the primary decision maker about the school they attend• High school students value a school’s theme, advanced placement courses or programs, a college-readiness focus, internships or workplace visits and safety.• Receiving literature in the 8th grade, attending open houses motivated them to choose schools.
  25. 25. 25Sources of information whenshopping• 61% of respondents said they spoke to other parents when choosing a new school for their child.• 49% said they said considered school performance (reputation)• 38% said they attended a school fair• 31% said they obtained information from some other source such as a website or school guide
  26. 26. 26Willingness to travelFarthest distance willing to travel %Up to a mile 19.0Up to three miles 27.3Up to eight miles 24.0Eight miles or more 28.9Other 0.8
  27. 27. 27Focus group conversations• Combined “Veteran” and “Emerging” shoppers into an “Ever” shopper category• Potential• Unlikely• Did a separate group with Latino parents in SW Detroit
  28. 28. 28Ever shoppers • Tend to look at three or more schools before making a decision • Start shopping process earlier (May/June) and complete earlier (August) • Reputation counts highly, particularly among long-time residents • Use friends, family, other parents as info sources
  29. 29. 29Ever shoppers• Emphasize importance of teachers and connection with them• Test scores/grades not as important• Homework can be as important a measure as grades or test scores
  30. 30. 30Some parents know what they want• Ever and potential shoppers knew the kind of school they wanted for their child before or during selection process• Unlikely shoppers tended to figure it out after child was enrolled
  31. 31. 31Defining quality? All said:• Safe and secure environment; good discipline• Active communications with parents• Good teachers• Small class sizes/one-on-one attention• High academic standards and performance
  32. 32. 32Some interesting comments• 2/3rd of Potential/Unlikely focus group participants said union representation important ▫ Only 1/3rd of Ever shoppers• Security is tricky ▫ Some parents said metal detectors/uniformed guards are off-putting
  33. 33. 33Resources that might help• Widespread feeling little up-to-date objective information available• Web is a tool – but not meeting needs• School visits seen as important, but appointments a problem
  34. 34. 34Barriers to Shopping:Two Types of Non-Shoppers• Those who are unhappy with their children’s schools but were not aware of or confident in the other options available to them.• Those who are generally aware of other options and who are not particularly satisfied with their child’s current school but are either very loyal to DPS or face resource constraints that prohibit them from pursuing alternatives.
  35. 35. 35Recruitment Challenge:Loyalty to Failing Schools• High degree of satisfaction with current school• Fear that high achieving schools won’t prepare students to be tough enough for city living.• Loyalty to teachers unions
  36. 36. 36 What Will Help Parents Shop?• Parents want to have mentors who can help them navigate the shopping process. We should connect veteran shoppers with emerging and potential shoppers.• Potential shoppers were especially interested in visiting schools and observing teaching and learning.
  37. 37. 37 Opportunities Challenges These families are eager to find the bestVeteran educational opportunities for their children. 59% New school operators must help this group • Wolf Stewart page 5 better understand quality schools. These families appear to be eager to shop, particularly Emerging for public schools. They conduct a limited search and seek schools with characteristics commonly associated with private or high performing public schools – small 12% class sizes, high academic standards and safety. With better information about quality Potential educational options for their children and adequate support to pursue them, these 8% families are very likely to consider new school options. For a variety of reasons, including lack of reliable information, transportation and family Unlikely resources, and loyalty to DPS, most members of this group currently lack motivation and 21% wherewithal to pursue new school options for their children.
  38. 38. 38Detroit Parents as ShoppersResearch

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