Marketing Research 1 of 3Marketing Research 2 of 3Market.docx

Marketing Research 1 of 3Marketing Research 2 of 3Marketing
Research 3 of 3
TABLE OF CONTENTS
BACKGROUND
PROBLEM STATEMENT
OPERATIONAL DEFINITIONS
RESEARCH OBJECTIVES
HYPOTHESES
RESEARCH PROCEDURES
LIMITATIONS
SECONDARY RESEARCH FINDINGS
PRIMARY RESEARCH FINDINGS
RECOMMENDATIONS
CONCLUSION
APPENDIX SPSS OUTPUT
BACKGROUND
In early 2004, two recent college business graduates (one
majored in finance and the other in management) came together
with a new restaurant concept for a Southwestern casual dining

experience that focused on a Mexican theme with a variety of
good food items and a friendly family-oriented atmosphere.
After six months of planning and creating detailed business and
marketing plans, the two entrepreneurs were able to get the
necessary capital to build and open their restaurant- calling it
Santa Fe Grill Mexican Restaurant.
After the initial six months of success, the noticed that
revenues, traffic flow, and sales were declining and realized
that they knew only the basics about their patrons. Neither of
the owners had taken any marketing courses beyond basic
marketing in college, so they turned to a friend who worked in
marketing for some advice. Initially they were advised to hire a
marketing research firm to collect some primary data about
people’s dining out habits and patterns. Looking into marketing
research consulting firms, they quickly found out these firms
wanted too much money to conduct the research. So they went
to Barnes & Noble bookstore and purchased a practitioner’s
book on how to do marketing research studies. Using their
understanding of how to do research and design questionnaires,
the owners decided to use an experience intercept research
design (randomly stopping customers as they were leaving Santa
Fe Grill), with trained interviewers to qualify the respondents
using a set of three screening questions, and a 35 question, self-
administered survey to actually collect the data.
The report mainly focuses on analyzing the data from Santa Fe
Grill Restaurant with the means of quantitative analysis to
identify Santa Fe Grill’s competitive advantages. Meanwhile,
via analyzing the psychographic/demographic profile of Santa
Fe Grill’s customer, it aims to assess the customer’s willingness
to return to the restaurant in the future. Through comparative
studying on Santa Fe Grill, to determine the characteristics
customers use to describe the Santa Fe Grill restaurant and then
further to find out the Santa Fe Grill’s address areas for
improvement. And then, provide reasonable recommendations to
improve Santa Fe Grill’s business performance.
PROBLEM STATEMENT

In a research project, “the problem must ask about the
relationship between two or more variables” (Wunsch 1). In
addition, it clearly identifies the purpose of the project. The
problem statement for this research project is stated below:
The problem of this study is to determine the level of
satisfaction of the customers with their favorite Mexican
restaurant (Santa Fe Grill restaurant). Also the factors that
influenced their level of satisfaction
OPERATIONAL DEFINITIONS
MEAN: A mean is the simple mathematical average of a set of
two or more numbers. The mean for a given set of numbers can
be computed in more than one way, including the ARITHMETIC
MEAN method, which uses the sum of the numbers in the
series, and the GEOMETRIC MEAN method.
MEDIAN: A median is the middle number in a sorted list of
numbers. To determine the median value in a sequence of
numbers, the numbers must first be arranged in value order from
lowest to highest. If there is an odd amount of numbers, the
median value is the number that is in the middle, with the same
amount of numbers below and above.
MODE: A statistical term that refers to the most frequently
occurring number found in a set of numbers. The mode is found
by collecting and organizing the data in order to count the
frequency of each result. The result with the highest
occurrences is the mode of the set
STANDARD DEVIATION: Standard deviation is a measure of
the dispersion of a set of data from its mean. If the data points
are further from the mean, there is higher deviation within the
data set. Standard deviation is calculated as the square root of
variance by determining the variation between each data point
relative to the mean.
VARIANCE: Variance is a measurement of the spread between
numbers in a data set. The variance measures how far each
number in the set is from the mean.
SATISFACTION:fulfillment of one's wishes, expectations, or

needs, or the pleasure derived from this.
RESEARCH OBJECTIVES
Although the problem statement defines the purpose of the
project, Wunsch also admits “a single research project can be
designed to answer more than one question”. These questions
are called objectives. The objectives for this research project
are stated below.
To identify the factors people deem important in making casual
dining restaurant choice decisions.
To develop a psychographic/demographic profile of Santa Fe
Grill’s customer base.
To determine the patronage and positive word of mouth
advertising patterns toward the Santa Fe Grill Mexican
Restaurant.
To assess the degree to which the customer is satisfied with
their Santa Fe Grill restaurant experience.
To assess the likelihood of the customer’s willingness to return
to the Santa Fe Grill in the future.
To determine the characteristics that customers use to describe
the Santa Fe Grill Mexican Restaurant.
HYPOTHESIS
Hypothesis is when a proposition is formulated for empirical
testing. As a declarative statement about the relationship
between two or more variables, a hypothesis is of a tentative
and conjectural nature. Hypothesis have also been described as
statements in which we assign variables to cases.
HYPOTHESIS 1:
There is a relationship between Fresh foods and the level of
customer satisfaction
HYPOTHESIS 2:
There is a relationship between friendly employees and the level
of customer satisfaction.
HYPOTHESIS 3:
There is a relationship between number of children in a

household of customers and the level of recommendation to
others.
RESEARCH PROCEDURES
SECONDARY DATA
These are data that have had at least one level of interpretation
inserted between the event and its recording. One important
advantage to secondary data is that it ‘may provide primary data
research method alternatives’ (McDanials and Gates 84). For
example, for this study, I was able to examine other studies that
might offer a better method for testing the variable. Examining
a study in which produces inconsistent or inadequate results is a
warning sign for the researchers telling them to possibly use an
alternative testing method. Another major advantage of
secondary data is that it may be useful in clarifying the
problem.
FOCUS GROUPS
Focus groups became widely used in research during the 1980s
and are used for increasingly diverse research applications
today. 11 A focus group is a group of people (typically 6 to 10
participants), led by a trained moderator, who meet for 90
minutes to 2 hours. The facilitator or moderator uses group
dynamics principles to focus or guide the group in an exchange
of ideas, feelings, and experiences on a specific topic.
A study room in the Brooklyn college Library café was used for
the focus group. Verifying that each participant is comfortable
can be an essential component in order to obtain involuntary
information. The ten members of the focus group represented
different ages, sex, food preferences and racial backgrounds.
Their various experiences at the Santa Fe Grill restaurant was
the topic of discussion.
SELF ADMINISTERED SURVEYS
Nowhere has the computer revolution been felt more strongly
than in the area of the self-administered survey. Computer-
delivered self –administered questionnaires use organizational
intranets, the internet, or online services to reach their
participants. Intercept surveys at malls, conventions, state fairs

vacation destinations, even busy city street corners- may use a
traditional paper-and-pencil questionnaire or a computer-
delivered survey via a kiosk. The respondent participates
without interviewer assistance, usually in a predetermined
environment such as a room in a shopping mall.
In order to obtain information about the entire population, a
sample size must be defined prior to the project. The surveys
were administered to a total of four hundred and five customers.
For this research, it was decided to use an experience intercept
research design (randomly stopping customers as they were
leaving Santa Fe Grill), with trained interviewers to qualify the
respondents using a set of three screening question. One
hundred percent of the surveys administered were returned,
making for an efficient data collection method.
LIMITATIONS
Some limitations were encountered during the completion of
this research. Firstly, some of the customers that came into the
restaurant were unwilling to fill the survey on their way out
because they were in a hurry and some of them were running
late to other places.
Secondly, there was a limited sample size as not all the
customers of Santa Fe Grill restaurant took part in the survey.
At least 2000 customers come into Santa Fe grill restaurant
monthly but our sample size was 405. For this reason, it is
difficult to find significant relationships from the data, as
statistical tests normally require a larger sample size to ensure a
representative distribution and to be considered representative
of groups of people to whom results will be generalized or
transferred.
Another limitation to the study is self-reported data. This study
is limited by the fact that the data rarely can be independently
verified. I had to take what the respondents and focus group
participants said at face value. Self-reported data can contain
several potential sources of bias.
Fourthly, time constraint was a limitation faced during this

project. The time given for this project was small and a vastly
comprehensive research with more facts couldn’t be carried out.
Lastly, the limited history of the project is another limitation
that was encountered during the research. Not a vast amount of
research has previously been carried out on this topic.
SECONDARY RESEARCH FINDINGS
One of the secondary research findings is that the competitive
advantages of Santa Fe Grill mainly lies in its product quality
providing new and different foods, relaxed environment
involving a fun place to eat and large size portions as well as
knowledgeable employees. Moreover, the most important
factors influencing people’s dining decision mainly include
price, food quality and service.
Secondly, it was found out that the customers had a positive
judgment about the restaurant’s operations. They painted the
good image of the customers
PRIMARY RESEARCH FINDINGS
A mean of 3.24 means that the average respondent chose that
they occasionally eat at their favorite Mexican restaurant with a
little amount leaning towards eating somewhat infrequently at
their favorite Mexican restaurant
A median of 3 means that after arranging the responses gotten
from participants in either ascending or descending other, the
middle value is 3 which means that the average respondent
chose that they occasionally eat at their favorite Mexican
restaurant.
A mode of 3 means that most of the respondents reported that
they occasionally ate at their favorite Mexican restaurant.
A standard deviation of 1.118 shows that there has been a large
deviation or distance from the mean of 3.24. The data points far
away from the mean, on average. This means the values in the
data set are farther away from the response of the respondents
occasionally eating at their favorite Mexican restaurant.
Variance of 1.25 tells us that the level of the values spread out
of the mean is 1.25
Statistics

X25 -- Frequency of Eating at . . . ??
N
Valid
405
Missing
0
Mean
3.24
Median
3.00
Mode
3
X25 -- Frequency of Eating at . . . ??
Frequency
Percent
Valid Percent
Cumulative Percent
Valid
Very Infrequently
52
12.8
12.8
12.8
Somewhat Infrequently
70
17.3
17.3
30.1
Occasionally
101
24.9
24.9
55.1

Somewhat Frequently
91
22.5
22.5
77.5
Very Frequently
91
22.5
22.5
100.0
Total
405
100.0
100.0
Statistics
X22 -- Satisfaction
N
Valid
405
Missing
0
Std. Deviation
1.118
Variance
1.251
Range
4
Minimum
3
Maximum
7
X22 -- Satisfaction

Frequency
Percent
Valid Percent
Cumulative Percent
Valid
3
38
9.4
9.4
9.4
4
148
36.5
36.5
45.9
5
95
23.5
23.5
69.4
6
93
23.0
23.0
92.3
7 = Highly Satisfied
31
7.7
7.7
100.0
Total
405
100.0
100.0

In conclusion, we found out that most of the Families
occasionally eat at the Santa Fe Restaurant. The mean, mode
and median are all close to 3, the standard deviation of 1.18 and
the variance of 1.25 hence we can conclude that most of the
values are close to the mean, the values doesn’t spread out too
much.
Another finding during the course of this research were the two
most important factors that led to the increase in customer
satisfaction;
Friendly employees: the multiple regression analysis reveals
that for every increase in Friendly employees, there will be a
0.281 increase in satisfaction.
Fresh food: the multiple regression analysis reveals that for
every increase in fresh food, there will be a 0.390 increase in
satisfaction.
Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
t
Sig.
B
Std. Error
Beta
1
(Constant)
-.128
.298
-.429
.668
X12 -- Friendly Employees
.281

.037
.304
7.596
.000
X15 -- Fresh Food
.390
.038
.417
10.346
.000
X16 -- Reasonable Prices
.178
.035
.197
5.041
.000
X17 -- Attractive Interior
.195
.042
.178
4.617
.000
a. Dependent Variable: X22 -- Satisfaction
Lastly, according to our analysis, it shows that the mean of
households with 2 or more children is 4.45, the household with
1-2 children at home has a mean of 4.28 and also, the household
with no children has a mean of 3.13.
In conclusion, the household with 2 or more children are the
most likely to recommend their favorite Mexican restaurant to
their friends because they have the highest mean amongst the
three groups.
Descriptives
X24 -- Likely to Recommend
N

Mean
Std. Deviation
Std. Error
95% Confidence Interval for Mean
Minimum
Maximum
Lower Bound
Upper Bound
No Children at Home
190
3.13
1.052
.076
2.98
3.28
2
7
1-2 Children at Home
107
4.28
1.204
.116
4.05
4.51
2
7
More Than 2 Children at Home
108
4.45
.754
.073
4.31
4.60
3
7
Total

405
3.79
1.199
.060
3.67
3.90
2
7
RECOMMENDATION
Providing options for portion sizes should be considered and
added to the menu. Different portions for lunch and dinner
items may include; salads, sandwiches, and soups. A menu item
can be selected based on a full size or half size portion. A
lower price can be attributed to the smaller portion sizes in
order to reflect the difference. This will appease those
customers who are looking to eat something light and give more
options. Second recommendation is that the advertisement
should be kept to a minimal amount. Using alternative methods
of advertisement to lower the cost would be beneficial to the
restaurants bottom line. Word of mouth and free or lower cost
alternatives will work the best in spreading the word of the
quality and specials offered. Lastly, a healthy selection guide
on the menu will appeal to the customers that are health
conscious. Having a small label or star next to healthy items as
well as a nutrition breakdown would be beneficial and appealing
to the customers that are health conscious.
Overall, the Santa Fe Grill is operating a sound business
that can use an added boost to capture and maintain a newer
customer base. Taking in consideration the conclusion and
recommendations of the research data and implementing them
into their service would greatly benefit the restaurant and the
customers.
The areas that the owners of Santa Fe Grill should focus on are;
competitive analysis, new product planning, and integrated
marketing communications. Competitive analysis will give the

owners insight on their competitors; it will clue them in on what
is happening and what they are competing against. New product
planning will explore the possibilities of new menu items and
feedback on the positive and negatives of the items. Integrated
marketing communication will help get the Santa Fe Grill’s
name and business out to the public and help generate new
customers.
CONCLUSION
In conclusion to the survey and data collected there are several
different aspects the owners of the Santa Fe Grill should take
into consideration. The portion sizes of the meals are very
important to the customers of the restaurant, customers of the
Santa Fe Grill do not patronage based on advertisement, and
customers are careful on what they select to eat off the menu
based on their age.
REFERENCES
Baidu. Retrieved November 05, 2016 from the World Wide Web
http://wenku.baidu.com/view/72111b6cf5335a8102d2204d.html
Bush Consulting Group “College Students & Breakfast:
Research report prepared for Rise & Shine Corp.”, (2012)
Cox, Ashley. “Executive Briefing Marketing Research”, (2012)
Graeff, Timothy. “Marketing Research for Managerial Decision

Making”, (2006)
Libguides. Retrieved from the World Wide Web November 06,
2016 <http://libguides.usc.edu/writingguide/limitations>
McDanials, Carl and Rodger Gates. Marketing Research
Essentials. University of Texas
@ Arlington, 2001
Wunsch, Daniel R. “How to evaluate research as a research
consumer.” Instructional
Strategies - An applied Research Series. (1991): 1-5.
APPENDIX A-RESEARCH METHODS
INTERNAL VALIDITY: internal validity factors cause
confusion about whether the experimental treatment (X) or
extraneous factors are the source of observation differences. Do
the conclusions we draw about a demonstrated experimental
relationship truly imply cause?
EXTERNAL VALIDITY: This is concerned with the interaction
of the experimental treatment with other factors and the
resulting impact on the ability to generalize to (and across)
times, settings, or persons. Does an observed causal relationship
generalize across persons, settings and times?
Random sampling: is the basic sampling technique where we
select a group of subjects (a sample) for study from a larger
group (a population). Each individual is chosen entirely by
chance and each member of the population has an equal chance
of being included in the sample.
Randomization: does not guarantee that if a pretest of the
groups was conducted before the treatment condition, the
groups would be pronounced identical; but it is an assurance
that those differences remaining are randomly distributed.

Matching: employs a nonprobability quota sampling approach
the object of matching is to have each experimental and control
subject matched on every characteristic used in the research
Experiments are studies involving intervention by the researcher
beyond that required for measurement. The usual intervention is
to manipulate some variable in a setting and observe how it
affects the subjects being studied
ADVANTAGES
The researcher’s ability to manipulate the independent variable
Contamination from extraneous variables can be controlled
more effectively than in other designs.
The convenience and cost of experimentation are superior to
other methods
Repeating an experiment with different subject groups and
conditions leads to the discovery of an average effect of the
independent variable across people, situations and times
The researchers can use naturally occurring events and to some
extent, field experiments to reduce subjects’ perceptions of the
researcher as a source of intervention or deviation in their
everyday lives
Nowhere has the computer revolution been felt more strongly
than in the area of the self-administered survey. Computer-
delivered self –administered questionnaires use organizational
intranets, the internet, or online services to reach their
participants. Intercept surveys at malls, conventions, state fairs
vacation destinations, even busy city street corners- may use a
traditional paper-and-pencil questionnaire or a computer-
delivered survey via a kiosk. The respondent participates
without interviewer assistance, usually in a predetermined
environment such as a room in a shopping mall.
ADVANTAGES
Costs: self-administered surveys of all types typically cost less
than surveys via personal interviews. This is true of mail
surveys, as well as of both computer-delivered and intercept
surveys.
Sample accessibility: one asset to using mail self-administered

surveys is that researchers can contact participants who might
otherwise be inaccessible.
DISADVANTAGES
Time constraint: although intercept studies still pressure
participants for a relatively quick response, in a mail survey,
the participant can take more time to collect facts, talk with
others or consider replies at length than is possible in a survey
employing the telephone or in a personal interview
Topic coverage: a major limitation of self-administered surveys
concerns the type and amount of information that can be
secured. Researchers normally do not expect to obtain large
amounts of information and cannot probe deeply into topics.
The telephone survey is still the workhorse of survey research.
With the high level of telephone service penetration in the
United States and the European Union, access to participants
through low cost, efficient means has made telephone
interviewing a very attractive alternative for researchers.
Pollsters working with political candidates use telephone
surveys to assess the power of a speech or a debate during a
hotly contested campaign
ADNAVANTAGES OF TELEPHONE RESEARCH
Moderate cost: one study reports that sampling and data
collection costs for telephone surveys can run from 45 to 64
percent lower than costs for comparable personal interviews.
Much of the savings comes from cuts in travel costs and
administrative savings from training and supervision.
Faster completion of study: when compared to either personal
interviews or mail self-administered surveys, the use of
telephones brings a faster completion of a study, sometimes
taking only a day or so for the fieldwork.
Reduction of Bias: when compared to personal interviewing, it
is also likely that interviewer bias, especially bias caused by the
physical appearance, body language and actions of the
interviewer, is reduced by using telephones.
Behavioral norms: also, behavioral norms work to the advantage
of telephone interviewing. If someone is present, a ringing

phone is usually answered, and it is the caller who decides the
purpose, length and termination of the call.
DISADVANTAGES OF TELEPHONE RESEARCH
Inaccessible households: telephones may be considered as one
of the prime methodology for communication studies. However,
several factors reduce such an enthusiastic embrace of the
methodology. Rural households and households with incomes
below the poverty line remain underrepresented in telephone
studies.
Limitation on interview length: a limit of interview length is
another disadvantage of the telephone survey, but the degree of
this limitation depends on the participant’s interest in the topic.
Ten minutes has generally been thought of as ideal, but
interviews of 20 minutes or more are not uncommon.
Ease of interview termination/; some studies suggest that the
response rate in telephone studies is lower than that for
comparable face to face interviews. One reason is that
participants find it easier to terminate a phone interview.
Less participant involvement: telephone surveys can result in
less thorough responses and persons interviewed by phone find
the experience to be less rewarding than a personal interview.
Inaccurate or non-functioning numbers: one source says the
highest incidence of unlisted numbers is in the west, in large
metropolitan areas, among nonwhites, and for persons between
18 and 34 years of age. Several methods have been developed to
overcome the deficiencies of directories; among them are
techniques for choosing phone numbers by using random dialing
or combination of directories and random dialing.
Participant. With the poor eyesight of an interviewer and the
problems of question clarity, a personal interview, rather than
the intercept/self-administered questionnaire, is the preferable
method for communication.
ADVANTAGES
Depth of information/; the greatest value lies in the depth of
information and detail that can be secured. It far exceeds the
information secured from telephone and self-administered

studies via mail or computer.
Quality of information: the interviewer can also do more things
to improve the quality of the information received than is
possible with another method.
Control: human interviewers also have more control than other
kinds of communication studies. They can prescreen to ensure
the correct participant is replying and they can set up and
control interviewing conditions
DISADVANTAGES
Cost: a survey via personal interview may cost anywhere from a
few dollars to several hundred dollars for an interview with a
hard-to-reach person. Costs are particularly high if the study
covers a wide geographic area or has stringent sampling
requirements
Changes in social climate: many people today are reluctant to
talk with strangers or to permit strangers to visit in their homes.
Interviewers are reluctant to visit unfamiliar neighborhoods
alone, especially for evening interviewing.
Bias; results of surveys via personal interviews can be affected
adversely by interviewers who alter the questions asked or in
other ways bias the results.
Nominal scale: in business research, nominal data are widely
used. With nominal scales, you are collecting information on a
variable that naturally or by design can be grouped into two or
more categories that are mutually exclusive and collectively
exhaustive. This can be used for determination of quality for
example Gender (male. Female)
Ordinal scale: include the characteristics of the nominal scale
plus an indication of order. Ordinal data require conformity to a
logical postulate, which states: if a is greater than b and b is
greater than c then a is greater than c. the use of ordinal scale
implies a statement of “greater than” or “less than” without
saying how much greater or less. This can be used for
determination of greater or lesser value. For example, Category
of Professors

Interval scale: have the power of nominal and ordinal data plus
one additional strength: they incorporate the concept of equality
of interval (the scaled distance between 1 and 2 equals the
distance between 2 and 3) calendar time is such a scale. This
can be used for determination of equality of intervals or
differences. For example, temperature in degrees
Ratio scale: incorporate all of the powers of the previous scales
plus the provision for absolute zero or origin. Ratio data
represent the actual amounts of a variable. This is used for the
determination of equality of ratios. For example, age In years
THE RESPONDENT: opinion differences that affect
measurement come from relatively stable characteristics of the
respondent. Typical of these are employee status, ethnic group
membership, social class and nearness to manufacturing
facilities. The skilled researcher will anticipate many of these
dimensions, adjusting the design to eliminate, neutralise or
otherwise deal with them. Respondents may be reluctant to
express strong positive (or negative)feelings, may purposefully
express attitudes that they perceive as different from those of
others, or may have little knowledge about KBC but be reluctant
to admit ignorance. Respondents may also suffer from
temporary factors like fatigue, boredom, anxiety, hunger,
impatience; these limit the ability to respond accurately or fully
SITUATIONAL FACTORS: Any condition that places a strain
on the interview or measurement session can have serious
effects on the interviewer-respondent rapport. If another person
is present, that person can distort responses by joining in, by
distracting, or by merely being there.
THE MEASURER: the interviewer can distort responses by
rewording, paraphrasing, or reordering questions. Stereotypes in
appearance and action introduce bias. Inflections of voice and
conscious or unconscious prompting with smiles, nods and so
forth, may encourage or discourage certain replies.
THE INSTRUMENT: A defective instrument can cause
distortion in two major ways. First it can be too confusing and

ambiguous. Secondly, there can be poor selection from the
universe of content items.
VALIDITY: is the extent to which a test measures what we
actually wish to measure.
Content validity: the content validity of a measuring instrument
is the extent to which it provides adequate coverage of the
investigative questions guiding the study
Criterion-related validity: this reflects the success of measures
used for prediction or estimation. You may want to predict an
…
CCoolllleeggee SSttuuddeennttss && BBrreeaakkffaasstt
Research Report
prepared for
Rise & Shine Corp.
December 2012
By George Bush, President
Bush Consulting Group

Background
On February 14, 1998, David Michael Anthony set out on a
quest that would
change not only his life, but also the lives of millions of hungry
people around the world.
In an attempt to raise money for World Hunger Year, this thirty-
three year old engineer
cycled on his bike over 26,560 miles across 44 states pulling a
trailer weighing 1,200
pounds. Anthony raised a total of 2.5 million dollars for world
hunger by agreeing to
attach a sponsor sign on his tailor for anyone who donates
$50,000 to a hunger
organization. His contribution towards world hunger was
phenomenal.
Have you ever wondered what motivates people to take action
like Anthony to
help great causes such as world hunger? Even the most
passionate individuals will
sometimes not initiate a potential resolution. This is because an
individual’s attitude
does not necessarily coincide with his/her behavior. Factors

such as accessibility or
ease of donating, awareness, and financial status all effect
donation behaviors.
Similarly gender and class sometimes have differing donation
behavior and attitudes.
Studying these constituents, can be an important aid for
changing the current trends on
donation.
Organizations such as the American Red Cross and World
Vision preach, “Even
a small monetary donation from an individual could greatly
impact the life of a starving
person.” Unfortunately, many people are simply unaware of the
extent of world hunger.
Secondary data proves that world hunger is an issue that must
sometime be seriously
addressed. For example, it has been proven that every 3.6
seconds someone dies of
hunger (think quest). In addition, the U.S. does not rank high
when it comes to
providing assistance to the hungry people in other lands. We
have a “stingy mixed
record on poverty-focused foreign aid” (Foreign aid and world

hunger). In 1997, Jeff
Ambers of Yorkville Common Pantry quotes, “It used to be
families coming (to pantries)
once or twice a month. Now over half of the families are
coming four times a month”
(Ridgeway 40). The problem is by no means getting better and
needs to be addressed.
However, how can an individual take action without jumping on
a bicycle and peddling
cross country, and how can the next generation such as college
students, take a more
active role at eliminating world hunger? In an attempt to
answer some of these
questions a team of highly qualified experts at Lake Forest
College conducted a
research project on donations for world hunger.
Problem Statement
In a research project “the problem must ask about the
relationship between two
or more variables” (Wunsch 1). In addition it clearly identifies
the purpose of the project.

The problem statement for this research project is stated below.
The problem of the study is to compare the donation attitudes
and
behaviors between classes and gender with regard to world
hunger
among college students at Lake Forest College.
Operational Definitions
Prior to the experiment two operational definitions were
defined to make the
research more precise. The first definition was “donation.”
Setting a monetary value on
the description of donation is necessary for classifying donors
in the survey and focus
group. Therefore, the operational definition is given below
Donation – a gift given by the donator in the form of food or
money with a
monetary value above $5.00.
The second word that required clarification is “awareness.” In
this research project

awareness is used with regard to an individuals’ knowledge of
contribution distribution.
As a result, awareness was defined as follows:
Awareness – knowledge of an individuals’ nationality, country,
race, or condition,
which their donation will assist.
Research Objectives
Although the problem statement defines the purpose of the
project, Wunsch also
admits “a single research project can be designed to answer
more than one question”
(1). These questions are called objectives. The objectives for
this research project are
stated below.
O1: Do people believe that their donation to world hunger will
help the
problem?
O2: Do males or females tend to donate more to world hunger?
O3: Do freshmen or seniors tend to donate more to world

hunger?
O4: Does awareness affect an individual’s attitude or behavior
toward world
hunger?
O5: Does financial status affect donation habits?
O6: What motivates people to donate?
O7: How can donating become easier for college students?
O8: What messages and media should be used to encourage
donating among
college students?
Hypotheses
A hypothesis is “a conjectural statement about a relationship
between two or
more variables that can be tested with empirical data”
(McDanials and Gates 28). This
research project is designed to answer the following hypotheses.
H1: No significant difference exists between males and females
with regard to
donation attitudes.
H2: No significant difference exists between freshmen and

seniors with regard
to donation attitudes.
H3: No significant difference exists between males and females
with regard to
donation habits.
H4: No significant difference exists between freshmen and
seniors with regard
to donation habits.
Research Procedures
Secondary Data
One important advantage to secondary data is that it “may
provide primary data
research method alternatives” (McDanials and Gates 84). For
example, before the
study was conducted at Lake Forest College, the researchers
were able to examine
other studies that might offer a better method for testing the
variable. Examining a
study in which produces inconsistent or inadequate results is a

warning sign for the
researchers telling them to possibly use an alternative testing
method. Another major
advantage of secondary data is that it may help clarify the
problem (McDanials and
Gates 84). A team of professors at Brown University conducted
a study in 1996 to
address the long-term problems of world hunger. These
professors compared the
number of hungry people counted between the years of 1992 and
1994 to the number
of hungry people counted between 1994 and 1996. Their results
proved that in three of
the five countries there was an increase in the number of
starving people and an overall
increase in hungry people worldwide. The results discovered by
Brown University
supports Jeff Ambers’ analysis of hunger based on the increased
number of hungry
families. When viewed together, this data redefines the
problem and gives plausibility
to the project at hand.
Interviews

Interviews are can be a major factor in a research project for
two main reasons.
Interviews permit open-ended questions, which allow the
interviewee to give an in-depth
response. Interviews are also particularly useful at the
beginning of a research project
when exploratory research is conducted to find out more
information on the topic. The
research project conducted at Lake Forest College implemented
a total of three
interviews. One interview was given by e-mail to Karen
Ryerson, an employee of the
American Red Cross. (See Appendix) The research team hoped
to gain specific facts
and trends about donating from the perspective of an expert.
The second interview was
administered to Les Dlabay, a frequent donator to world hunger.
(See Appendix) His
specific knowledge concerning the best method of donating to
world hunger could help
the research team design valid survey questions.

Finally, the last interview was completed with Karen Hermann.
(See Appendix)
Hermann is the advisor of Athletic Council, an organization,
which promotes student
involvement in athletic events at Lake Forest College. As a
community service project,
Athletic Council sponsors a food drive to benefit Libertyville
Township Food Pantry. As
an organization on campus the research team was interested in
finding the ways in
which the Lake Forest College community is involved in
donating to world hunger.
When asked how Athletic Council gets students to participate,
Hermann quotes, “We
hang signs in the cafeteria and around commons and we also
hand out flyers at the
football game at the game prior to the collection.” However,
the response to the drive
by the students is not always successful. Karen says, “Most of
our donations come
from the parents at the games.” Responses such as these once
again helped the
research group formulate survey and focus group questions in
which the students

themselves could provide information on ways to increase
involvement.
Focus Group
Besides interviews, another way to obtain qualitative
information on a subject is
to conduct a focus group. According to McDanials and Gates,
“A focus group consists
of 8 to 12 participants who are led by a moderator in an in-
depth discussion on one
particular topic or concept” (111). The world hunger research
team held a focus group
with the intent of discovering students’ attitudes and behaviors
towards donating to
world hunger. Two members of the group acted as moderators
while the other member
recorded the data.
The focus group was took place in a suite in Deerpath, in an
informal
atmosphere. Verifying that each participant is comfortable can
be an essential
component in order to obtain involuntary information. The ten
members of the focus

group represented different ages, sex, and donation behaviors.
For example, two of the
ten participants were senior males while one member was a
freshman female. Since
the focus of the research project is to essentially study the
donation attitudes and
behaviors between males and females and freshman and seniors,
it is helpful that these
categories of people are included in the discussion. Similarly,
at least three members of
our focus group identified themselves as contributors to world
hunger by stating that
they have participated in or helped organize food drives.
Several bits of information were obtained from the focus group,
which helped the
world hunger team create a conclusive survey in which to obtain
quantitative data. (See
Appendix) Most importantly, of the ten people in the focus
group only one could identify
an organization on campus where they knew they could go to
donate for world hunger.
This proves the awareness at Lake Forest College is low.

The research group also obtained creative ideas from students
concerning new
ways Lake Forest College could increase student involvement,
which Hermann said
was lacking. When asked, “How can donating become easier
for you?” a senior male
responded, have “One day where you donate your dinner money
to the hungry. No
eating in the café one day.” Another great idea mentioned at
the focus group was
donating extra flex dollars at the end of the semester to feed the
hungry. In response to
these answers, the research team further investigated these ideas
on their research
instrument.
Survey
By compiling different ideas and opinions from the interviews
and focus group,
the research group was able to devise a survey, which focused
on students’ attitudes
and behaviors about world hunger. (See Appendix) Kellerman
and Thoms advise,

“Determine what information needs to be gathered: select the
appropriate question type
to elicit the desired information; and choose a format that is
easy to read” (38). The
world hunger group formatted the questions in order to meet the
research objectives
established by the group. Also, prior to distribution, the survey
was pre-tested. In order
to test the validity of the survey instrument, the instrument was
read to a team of
experts in Professor Dlabay’s class. Validity “addresses the
issue of whether what we
tried to measure was actually measured” (McDanials and Gates
258). Responses and
reactions were noted from the experts to aid the research team
in improving its survey.
In order to obtain information about the entire population, a
sample size must be
defined prior to the project. The population in the sample for
world hunger consisted of
freshman and senior, male and female students at Lake Forest
College since the

hypotheses aim to compare donation attitudes and behaviors
among these groups.
McDanials and Gates point out that ideally, the population
sample from which
information is obtained “should be a representative cross
section of the total population”
(328).
The surveys were administered to a total of forty students.
This included ten
male and ten female freshman and ten male and ten female
seniors. These students
were randomly selected around campus through personal
contacts and distribution in
highly populated areas such as the cafeteria and resident halls.
Because participants of
the survey were selected randomly in a convenient fashion, a
sample frame was not
necessary. Such a frame would include a full list of all senior
and freshman students of
Lake Forest College. Instead, the research group chose to
conduct a nonprobability
sample, or specifically, a convenient sample. This sampling
technique is helpful

because it is “easy to collect” (McDanials and Gates 247). One
hundred percent of the
surveys administered were returned, making for an efficient
data collection method.
Findings and Conclusions
The results of this project are applicable to the Lake Forest
College community.
Clubs and organizations interested in food drives or world
hunger such as Athletic
Council, will obtain first class ideas, which have been presented
by actual Lake Forest
College students. The conclusions will also be beneficial to
larger nation wide hunger
organizations such as World Hunger and the American Red
Cross, whose continual
mission is to increase donations. The findings can alert such
organizations of current
trends in donation among college students and possibly assist in
new campaigns.
Maybe these companies should allocate more expenditure on ad
campaigns specifically

geared towards college students. This study could help settle
debates on these issues.
Also, although all world hunger organizations have the same
goal, it is important to
remember that they are still in competition with one another.
The information obtained
during this research project, especially through focus group
discussions, in-depth
interviews, as well as open-ended questions on the survey
instrument, might provide a
new creative idea that will result in a boost of business above a
competitor.
Volunteering is a service that can be compared to donating to
world hunger.
Both activities are services provided by individuals wishing to
improve the lives of other
less fortunate people. Michael Gerson reports “20 percent of
volunteers say they have
cut back because they weren’t sure there work helped” (30).
Such is the case with
donating because if people feel their donations are not making a
difference, they will not
donate.

Objective 1 ~ Do people believe that
their donation to world hunger will help
the problem?
Hypothesis 1 ~ No significant
difference exists between males and
females with regard to donation
attitudes.
difference exists between freshman
and seniors with regard to donation
attitudes.
Objective one addresses the individuals’ attitudes towards
donations for world
hunger. The first step to increasing the total donations received
is to convince people
their donation will impact society. The research group surveyed
the sample and
recorded response to the statement “one person can make a
difference in our society.”

The opinion on this issue among males and females were as
follows:
Survey item #7 N SA (5) A (4) N (3) D (2)
SD
(1) X
Males 20 4 12 4 0 0 4.0
Females 20 6 13 1 0 0 4.25
Among seniors and freshmen, the opinions were:
Survey item #7 N SA (5) A (4) N (3) D (2)
SD
(1) X
Seniors 20 7 12 1 0 0 4.3
Freshmen 20 3 13 4 0 0 3.95

A mean score of 4.0 indicates that people tend to agree with the
statement. This was
the case in all four categories, but the senior and females ranked
the highest in
approval. Therefore, this data does not indicate that the problem
of world hunger is
linked with the attitude that a small donation will not make a
difference.
A survey by the New York City Coalition Against Hunger
reported that due to lack
of food, in one summer, “73,000 people were turned away from
emergency food
programs” (Ridgeway 40). In order to improve the current
donation trend, it is important
to grasp the donation behavior of the individuals of interest:
male and female, freshman
and seniors at Lake Forest College. Objective two attempts to
answer the research
groups’ third hypothesis.
Objective 2 ~ Do males or females tend
to donate more to world hunger?

difference exists between males and
females with regard to donation habits.
The donation behavior of males and females was measured by
survey question three.
The number (n) is out of the twenty surveyed and represents the
number who
responded “yes.”
Survey item #3 Females (n) Females (%) Males (n) Males (%)
Have you ever donated $5 or
more to an organization that 8 40% 6 30%
provides assistance for
World Hunger?
These data tend to indicate that females donate more than
males. Only thirty percent of
the males surveyed have donated compared to forty percent of
the females survey. In
fact, Ryerson of the American Red Cross says, “Females make

up the majority of
donors to Red Cross, although the average gift is higher among
males.” Since this
study did not measure the average gift by males and females, a
comparison cannot be
made about the average size of the gift. However, the research
results do agree with
Ryerson’s claim that more women than men are likely to donate.
This research project is also interested in discovering the
donation behavior
between freshman and seniors as expressed in objective three.
Objective 3 ~ Do freshman or seniors
tend to donate more to world hunger?
difference exists between freshman
and seniors with regard to donation
habits.
Although Hermann says “it is hard to guess as to whether
freshman or seniors donate

more” at Lake Forest College, the survey results for this study
revealed that a larger
majority of seniors donate when compared to freshman. In fact,
almost half of the total
seniors surveyed admitted they have donated to world hunger.
These results are
shown below:
Survey item #3 Freshman (n) Freshman (%) Seniors (n) Seniors
(%)
Have you ever donated $5 or
more to an organization that 5 25% 9 45%
provides assistance for
World Hunger?
Prior to the research project, awareness was defined to be
“knowledge of an individuals’
nationality, country, race, or condition, which their donation
will assist.” Many people
are skeptical of the size of the proportion of their donation that
is going directly to feed
the hungry. As a result, objective four remained on the research

teams list.
Objective 4 ~ Does awareness affect an individual’s attitude or
behavior toward
world hunger?
Les Dlabay, a frequent donator to world hunger, has been
donating $22 a month
to World Vision. He sponsors one child in El Salvador and
another in Gana. Despite
some negative criticism by the Tribune, he believes that World
Vision is a “good strong
organization and accountable.” However, Ryerson did not offer
numbers when asked,
“Do people know when they are donating, where their money is
going and if it will be
sent to the right person or place?” Instead, she claims that most
of donated money is
“used for disasters that are getting less media attention, but just
as critical for those
involved.”
A recent study found that the amount of money given to charity
to feed the

hungry has dropped. Schwartzberg quotes, “While the poor get
poorer not because
they’re unemployed but because they can’t survive on what
their jobs pay them – fewer
American households are giving anything to charity, and those
that do are wiring
smaller checks” (36). Objective five addresses this issue.
Objective 5 ~ Does financial status affect donation habits?
In the focus group conducted for this study, on person
commented, “If a person feels it
is important enough to donate, then they will. There are many
wealthy people who do
not donate at all.” However, Ryerson of the American Red
Cross says, “People with
greater resources give larger gifts, and people with less wealth
give a greater
percentage of their income.”
In an effort to eliminate financial stability as a factor in
discussing donations to
world hunger “The Hunger Site” has agreed to donate a days
worth of rice or maize to

the “United Nations World Food Programme” for every visitor
to their website. This
enables those financially unstable individuals the ability to
“give without giving” (36).
Objective 6 ~ What motivates people to donate?
In the focus group conducted for this study, several members of
the group
expressed that the reason they donate to world hunger was for
self-satisfaction. One
member said, “I got to help those people that were in need and
less fortunate than me.”
However, this is not the only reason that causes people to
donate. Survey results from
this study reveal that most people don’t feel that money raised
for world hunger should
be used to assist only U.S. allies, as shown in the following
tables:
Survey item #8 N SA (5) A (4) N (3) D (2) SD (1) X
Money raised for world
hunger should be used 40 5 3 16 10 6 2.775

only to assist US allies.
Because the mean score is below three, people tend to slightly
disagree with the
statement. People sometimes are motivated to donate based on
where and to whom
their donation is assisting. These results indicate that people
will tend to donate less if
their money were to assist only U.S. allies.
Objective 7 ~ How can donating become easier for college
students?
Survey results from this study also reveal that ease of donating
is also an
important issue at Lake Forest College. Males especially
believe that donating to world
hunger is not very convenient. The results are shown below:
Survey item #5 -
males N SA (5) A (4) N (3) D (2)

SD
(1) X
Making donations at
Lake
Forest College for
World 40 2 6 5 7 0 3.15
Hunger is
convenient.
Women on the other hand, tended to have more agreement with
the statement, and
therefore don’t find donating at Lake Forest College as
inconvenient as the men. The
results for the females are shown below:
Survey item #5 -
females N SA (5) A (4) N (3) D (2)
SD
(1) X
Making donations at

Lake
Forest College for
World 40 1 7 3 8 1 2.95
Hunger is
convenient.
It is important to note that the mean score for both men and
women are very close to
neutral. This data indicates that there is definite room for
improvement when it comes
to accommodating students.
In the focus group conducted for this study, a participant
offered a creative idea,
which could possibly increase total donations given by Lake
Forest College students.
This response also specifically addressed the teams objective
seven. At the beginning
of each semester, students have a predetermined amount of “flex
dollars” on their
student identification, which can be used to purchase food at
one of the three coffee

houses located around campus. One member of the focus group
quoted, “Extra flex
dollars can be donated towards world hunger.” This idea
sparked an interest in the
group, which not only caused further discussion about the topic
but also convinced the
research group to highlight this suggestion when developing
their survey.
Survey item #4
Freshman
(n)
Freshman
(%) Seniors (n) Seniors (%)
Would you be willing to
donate
your extra flex dollars left
over at 20 100% 19 95%
the end of the semester
towards

World Hunger if under
$5.00?
Of the total sample surveyed, 97.5% stated that they would be
willing to donate
their extra flex dollars to help eliminate world hunger. In
addition, the research group
also discovered that 68 % (25 of 37) of students would rather
donate to world hunger
via campus organizations. This data shows that students wish to
donate at Lake Forest
College as opposed to a world hunger organization. One
student said that she would
rather donate to a campus organization because, “It would
promote community
involvement.” However, convenience is still an issue. Another
student stated that she
would donate “on campus if it is convenient.”
Objective 8 ~ What messages and media should be used to
encourage donating
among college students?

Athletic Council was not the only organization at Lake Forest
College, which
sponsored food drives. During National Hunger and Homeless
Awareness Week, the
Community Service Coalition and Kappa Alpha Psi Fraternity,
Inc. presented an annual
food drive to help those who are less fortunate during the
upcoming holiday season.”
Like Athletic Council this drive targeted participation by the
students and used signs and
flyers in order to increase awareness. (See Appendix)
However, evidence from the
focus group concludes that their technique to gain awareness is
not effective.
By reviewing all the data collected during the project, the
research team was able
to design some better promotional suggestions applicable to
Lake Forest College
community, as well as to world hunger organizations. One
major issue discovered
during the project was the inconvenience of donating.
Organizations or clubs at Lake

Forest College looking to increase the total donations from the
students should address
this issue first. The study revealed that not only do the female
and senior students think
that donating on campus is more convenient in comparison to
the male and freshman,
but also they tended to donate more. As a result, the research
team believes that a
campaign aimed to accommodate the freshman and male
students would be a great
idea. Populate the all male and all freshman dorms with signs
about donating.
Including donation sites not only in the male and freshman
dorms but also in every dorm
on campus, which would increase the convenience of donating
and accommodate more
people. One student felt that “dorm competitions” would be a
good way to promote
donating for world hunger. Another student suggested that an
organization could “hold a
contest between dorms and give a prize to the winner.” A
competition between
freshman and seniors or males and females could possibly
increase the donations by

the freshman and males also. (See Appendix for a possible
flyers)
Karen Ryerson of the American Red Cross comments that
“several campaigns
over the last several years have specifically targeted this group
(students). One was
called Generation X.” World hunger organizations such as the
American Red Cross
might consider another campaign specifically targeting males,
since only 30% of the
males surveyed had ever donated $5. This approach would
attempt to increase
donations by convincing the males they should donate as often
as the females.
Limitations
Several weaknesses of the research project should also be noted.
First, as
Wunch points out in a survey “a representative sample has the
same characteristics of

the population, and the data that the sample provides is the
same data that the
population would have provided had the total population been
surveyed” (31).
However, during this research project for world hunger, this
was not the case. Every
participant in the study was a student at Lake Forest College. It
is also hard to conclude
that Lake Forest is a good representative college, since the
average tuition for the
school is higher and the average student body population for the
school is lower than
other schools.
Another flaw in the project was that due to a time constraint the
team chose to
use a small sample size. One way to validate a survey by
increasing the confidence
level, decrease the allowable error, or …
Background
Jose's Southwestern Cafe
Celebrating 20 years of business in 2019, Joe's Southwestern
Cafe owner Juan Morales is committed to quality foods and
customer service and is conducting marketing research to better
understand customers.

Morales was born and raised in the Mesilla Valley and knows
what local residents want. After nurturing the former Joe's
Southwestern Cafe restaurant on Foster Road, which opened in
1989, Morales opened the first Joe's Southwestern Cafe in 1999.
One year later, Morales was running three grills. Today, the
corporation operates 11 grills throughout southern New Mexico,
including Las Cruces and Hatch, NM. When it comes to quality
Southwestern cuisine that’s fresh, hot and fast, Joe's
Southwestern Cafe is the answer.
The menu choices are plenty and appeal to any diet. Joe's
Southwestern Cafe offers low-carb options, such as shrimp and
steak items as well as salads. The grills also offer traditional
Mexican shrimp cocktail, philly cheese steaks and hot ham and
cheese sandwiches to curb your hunger.
Joe's Southwestern Cafe creates a new contemporary
interpretation of Southwest-style bar & grill cuisine, infusing
indigenous foods such as squash, corn, pintos & chiles with
fresh local spices and condiments The restaurant’s striking
atmosphere and reasonable pricing have quickly established it
as a popular spot with locals and visitors alike.
An open kitchen reveals a long bank of grills and open flame
broilers, bustling our tradition-inspired creations of grilled
steaks, meats & fresh seafood. A gas-fired rotisserie roasts
seasoned whole chickens. Homemade red & green chile sauces
spice traditional enchiladas while serrano, poblano, & jalapeno
chilies, along with cilantro, garlic and onions bring to life fish
& steak tacos, pastas, soups and sandwiches. The Prime-aged
“baseball cut” sirloin comes served with poblano chile rajas and
red chile onion rings.
Interior design incorporates the hand-tooled Bar and authentic
furniture by Esteban Chapital of Puebla, Mexico. Antique
copper and ceramic pots are displayed above vibrant still life
paintings created byartist, Ricardo Montes Salcido of
Guadalajara. Click here for a virtual tour.
The bar at Joe's Southwestern Cafe seats fifteen, while bancos

and small tables tuck guests into surrounding corners to meet
with friends. The back bar, constructed from old mesquite doors
and covered with a stamped tin ceiling, provides an authentic
backdrop to enjoy a margarita. Eight draft beers are available on
tap featuring local & regional microbrews. Sixteen wines are
available by the glass. Our tequila and Margarita list offer the
classic Mexican & Santa Fe cocktails, featuring a broad
selection of Mexico.
Joe's Southwestern Cafe
1. What is the mean for each (not combined)
A) X7 – 4.70 which means that self-confidence in their future is
not 100%, not close to it’s “strongly agree” choice.
B) X12 – 3.81 which means that customers of Mexican
restaurant don’t think 100% that employees are friendly,
however the numbers are close to an agreement choice than not.
C) X17 – 4.64 which represents customer's opinion as a
disagreement of an attractive interior design.
D) X22 – 5.33 is very satisfied answer of many customers on
the scale.
2. Compare and contrast the means of two groups. Are males
OR females less likely to buy a new product? Explain fully your
conclusion. Don't guess. Support your answer by providing the
mean that was computed.
Females are less likely to buy a new product. The mean of 5.49
in a female group is lower in buying a new product than in
male’s group with mean which was 5.91. Hence man a little
more likely to purchase a new product.
3. Correlation: Explain fully the concept of correlation between
variables. Based on the questionnaire implemented and the
SPSS outputs, does the Pearson Correlation reveal that there is a
high or low correlation between the level of satisfaction and the
likelihood to return to a favorite Mexican restaurant? What was

the Pearson Correlation computed to be? For example .4, .6,
.73, .85, or 1.0? Don't guess. Explain fully.
Correlation measures a relationship between variables which
measured in a numeric representation of relation. Pearson’s data
is at 0.584 of likely to return with 0.584 satisfaction which
means there is a very strong relation with the satisfaction and
likelihood to return to the restaurant, the variables are
correlated.
4. What does the multiple regression reveal about the ability of
fun, size, taste, and service to predict customer satisfaction?
Don't guess. What are the beta coefficients for each? Explain
fully.
In multiple regression it shows that there is an increase of
customer’s satisfaction if there is satisfaction with fun, size,
taste and service in the restaurants.
The beta confidence has shown the fun place to eat is at
confidence at 0.118 which means that per every 1 increase of
customers there is an increase of 0.118 confidence satisfaction.
The beta confidence in a large size portion has shown a
confidence of 0.139 which means that per every 1 increase
satisfied customer there is an increase of 0.139 satisfaction.
The beta confidence in an excellent food taste has shown a
The beta confidence in a speed of service has shown a
SPSS outputs
FREQUENCIES VARIABLES=x22
/ORDER=ANALYSIS.
Frequencies
Statistics
X22 -- Satisfaction

N Valid 325
Missing 1
X22 -- Satisfaction
Frequency Percent Valid Percent Cumulative
Percent
Valid 3 22 6.7 6.8 6.8
4 93 28.5 28.6 35.4
5 58 17.8 17.8 53.2
6 60 18.4 18.5 71.7
7 = Highly Satisfied 92 28.2 28.3 100.0
Total 325 99.7 100.0
Missing System 1 .3
Total 326 100.0
/STATISTICS=MEAN MEDIAN MODE
/ORDER=ANALYSIS.
Frequencies
Statistics
X22 -- Satisfaction
N Valid 325
Missing 1
Mean 5.33
Median 5.00
Mode 4
X22 -- Satisfaction
Percent
Valid 3 22 6.7 6.8 6.8
4 93 28.5 28.6 35.4
5 58 17.8 17.8 53.2
6 60 18.4 18.5 71.7

Total 325 99.7 100.0
Missing System 1 .3
Total 326 100.0
/BARCHART FREQ
/ORDER=ANALYSIS.
Frequencies
Statistics
X22 -- Satisfaction
N Valid 325
Missing 1
Mean 5.33
Median 5.00
Mode 4
X22 -- Satisfaction
Percent
Valid 3 22 6.7 6.8 6.8
4 93 28.5 28.6 35.4
5 58 17.8 17.8 53.2
6 60 18.4 18.5 71.7
Total 325 99.7 100.0
Missing System 1 .3
Total 326 100.0
/BARCHART FREQ
/ORDER=ANALYSIS.
Frequencies
Statistics

X7 -- Self-Confident
N Valid 325
Missing 1
Mean 4.70
Median 5.00
Mode 5
Percent
Valid 2 14 4.3 4.3 4.3
3 43 13.2 13.2 17.5
4 68 20.9 20.9 38.5
5 113 34.7 34.8 73.2
6 74 22.7 22.8 96.0
Strongly Agree 13 4.0 4.0 100.0
Total 325 99.7 100.0
Missing System 1 .3
Total 326 100.0
/BARCHART FREQ
/ORDER=ANALYSIS.
Frequencies
Statistics
N Valid 325
Missing 1
Mean 3.81
Median 4.00
Mode 5

Percent
Valid Strongly Disagree 5 1.5 1.5 1.5
2 70 21.5 21.5 23.1
3 35 10.7 10.8 33.8
4 87 26.7 26.8 60.6
5 128 39.3 39.4 100.0
Total 325 99.7 100.0
Missing System 1 .3
Total 326 100.0
/BARCHART FREQ
/ORDER=ANALYSIS.
Frequencies
Statistics
N Valid 325
Missing 1
Mean 4.64
Median 5.00
Mode 5
Percent
Valid 2 6 1.8 1.8 1.8
3 45 13.8 13.8 15.7
4 77 23.6 23.7 39.4
5 134 41.1 41.2 80.6
6 59 18.1 18.2 98.8
Total 325 99.7 100.0
Missing System 1 .3

Total 326 100.0
/STATISTICS=STDDEV VARIANCE RANGE MINIMUM
MAXIMUM
/BARCHART FREQ
/ORDER=ANALYSIS.
Frequencies
Statistics
X22 -- Satisfaction
N Valid 325
Missing 1
Std. Deviation 1.331
Variance 1.771
Range 4
Minimum 3
Maximum 7
X22 -- Satisfaction
Percent
Valid 3 22 6.7 6.8 6.8
4 93 28.5 28.6 35.4
5 58 17.8 17.8 53.2
6 60 18.4 18.5 71.7
Total 325 99.7 100.0
Missing System 1 .3
Total 326 100.0

MAXIMUM
/BARCHART FREQ
/ORDER=ANALYSIS.
Frequencies
Statistics
N Valid 325
Missing 1
Variance 1.431
Range 5
Minimum 2
Maximum 7
Percent
Valid 2 14 4.3 4.3 4.3
3 43 13.2 13.2 17.5
4 68 20.9 20.9 38.5
5 113 34.7 34.8 73.2
6 74 22.7 22.8 96.0
Total 325 99.7 100.0
Missing System 1 .3
Total 326 100.0
MAXIMUM
/BARCHART FREQ
/ORDER=ANALYSIS.
Frequencies

Statistics
N Valid 325
Missing 1
Variance 1.470
Range 4
Minimum 1
Maximum 5
Percent
Valid Strongly Disagree 5 1.5 1.5 1.5
2 70 21.5 21.5 23.1
3 35 10.7 10.8 33.8
4 87 26.7 26.8 60.6
5 128 39.3 39.4 100.0
Total 325 99.7 100.0
Missing System 1 .3
Total 326 100.0
MAXIMUM
/BARCHART FREQ
/ORDER=ANALYSIS.
Frequencies
Statistics
N Valid 325
Missing 1

Variance 1.059
Range 5
Minimum 2
Maximum 7
Percent
Valid 2 6 1.8 1.8 1.8
3 45 13.8 13.8 15.7
4 77 23.6 23.7 39.4
5 134 41.1 41.2 80.6
6 59 18.1 18.2 98.8
Total 325 99.7 100.0
Missing System 1 .3
Total 326 100.0
CROSSTABS
/TABLES=x2 BY x32
/FORMAT=AVALUE TABLES
/CELLS=COUNT
/COUNT ROUND CELL.
Crosstabs
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
X2 -- Party Person * X32 -- Gender 325 99.7% 1 0.3%
326 100.0%

X2 -- Party Person * X32 -- Gender Crosstabulation
Count
X32 -- Gender Total
Male Female
X2 -- Party Person 2 6 3 9
3 34 18 52
4 87 41 128
5 64 33 97
6 11 16 27
Strongly Agree 6 6 12
Total 208 117 325
CROSSTABS
/TABLES=x2 BY x32
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT EXPECTED COLUMN
/COUNT ROUND CELL.
Crosstabs
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
X2 -- Party Person * X32 -- Gender 325 99.7% 1 0.3%
326 100.0%
X2 -- Party Person * X32 -- Gender Crosstabulation
X32 -- Gender Total
Male Female
X2 -- Party Person 2 Count 6 3 9
Expected Count 5.8 3.2 9.0
% within X32 -- Gender 2.9%2.6%2.8%
3 Count 34 18 52

% within X32 -- Gender 16.3% 15.4% 16.0%
4 Count 87 41 128
% within X32 -- Gender 41.8% 35.0% 39.4%
5 Count 64 33 97
% within X32 -- Gender 30.8% 28.2% 29.8%
6 Count 11 16 27
% within X32 -- Gender 5.3%13.7% 8.3%
Strongly Agree Count 6 6 12
% within X32 -- Gender 2.9%5.1%3.7%
Total Count 208 117 325
% within X32 -- Gender 100.0% 100.0% 100.0%
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 8.472a 5 .132
Likelihood Ratio 8.121 5 .150
Linear-by-Linear Association 3.435 1 .064
N of Valid Cases 325
a. 2 cells (16.7%) have expected count less than 5. The
minimum expected count is 3.24.
ONEWAY x9 BY x32
/STATISTICS DESCRIPTIVES
/MISSING ANALYSIS.
Oneway
Descriptives

X9 -- Buy New Products
N Mean Std. Deviation Std. Error 95% Confidence
Interval for Mean Minimum Maximum
Lower Bound Upper Bound
Male208 5.91 1.495 .104 5.71 6.12 1 7
Female 117 5.49 1.627 .150 5.19 5.79 2 7
Total 325 5.76 1.555 .086 5.59 5.93 1 7
ANOVA
X9 -- Buy New Products
Sum of Squares df Mean Square F Sig.
Between Groups 13.607 1 13.607 5.710 .017
Within Groups 769.673 323 2.383
Total 783.280 324
ONEWAY x24 BY x33
/MISSING ANALYSIS
/POSTHOC=SCHEFFE ALPHA(0.05).
Oneway
Descriptives
N Mean Std. Deviation Std. Error 95% Confidence
Interval for Mean Minimum
No Children at Home 148 4.87 1.535 .126 4.62 5.12 1
1-2 Children at Home 95 4.72 1.478 .152 4.41 5.02 1
More Than 2 Children at Home 82 5.13 1.538 .170
4.80 5.47 1
Total 325 4.89 1.523 .084 4.73 5.06 1
Descriptives

Maximum
No Children at Home 7
1-2 Children at Home 7
More Than 2 Children at Home 7
Total 7
ANOVA
Sum of Squares df Mean Square F Sig.
Between Groups 7.819 2 3.910 1.693 .186
Within Groups 743.412 322 2.309
Total 751.231 324
Post Hoc Tests
Multiple Comparisons
Dependent Variable: X24 -- Likely to Recommend
Scheffe
(I) X33 -- Number of Children at Home (J) X33 -- Number of
Children at Home Mean Difference (I-J) Std. Error Sig.
95% Confidence Interval
No Children at Home 1-2 Children at Home .156 .200
.738 -.34 .65
More Than 2 Children at Home -.263 .209 .456 -
.78 .25
1-2 Children at Home No Children at Home -.156
.200 .738 -.65 .34
More Than 2 Children at Home -.418 .229 .190 -
.98 .14
More Than 2 Children at Home No Children at Home
.263 .209 .456 -.25 .78
1-2 Children at Home .418 .229 .190 -.14 .98
Homogeneous Subsets

Scheffea,b
X33 -- Number of Children at Home N Subset for alpha
= 0.05
1
1-2 Children at Home 95 4.72
No Children at Home 148 4.87
More Than 2 Children at Home 82 5.13
Sig. .147
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 101.770.
b. The group sizes are unequal. The harmonic mean of the group
sizes is used. Type I error levels are not guaranteed.
CORRELATIONS
/VARIABLES=x22 x23
/PRINT=TWOTAIL NOSIG
/MISSING=PAIRWISE.
Correlations
Descriptive Statistics
Mean Std. Deviation N
X22 -- Satisfaction 5.33 1.331 325
X23 -- Likely to Return 4.53 1.148 325
Correlations
X22 -- Satisfaction X23 -- Likely to Return
X22 -- Satisfaction Pearson Correlation 1 .584**
Sig. (2-tailed) .000
N 325 325
X23 -- Likely to Return Pearson Correlation .584** 1
Sig. (2-tailed) .000

N 325 325
**. Correlation is significant at the 0.01 level (2-tailed).
REGRESSION
/MISSING LISTWISE
/STATISTICS COEFF OUTS R ANOVA
/CRITERIA=PIN(.05) POUT(.10)
/NOORIGIN
/DEPENDENT x22
/METHOD=ENTER x13 x14 x18 x21.
Regression
Variables Entered/Removeda
Model Variables Entered Variables Removed Method
1 X21 -- Speed of Service, X14 -- Large Size Portions, X18 -
- Excellent Food Taste, X13 -- Fun Place to Eatb . Enter
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .422a .178 .168 1.214
a. Predictors: (Constant), X21 -- Speed of Service, X14 -- Large
Size Portions, X18 -- Excellent Food Taste, X13 -- Fun Place to
Eat
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 102.239 4 25.560 17.346 .000b
Residual 471.534 320 1.474
Total 573.772 324

b. Predictors: (Constant), X21 -- Speed of Service, X14 -- Large
Size Portions, X18 -- Excellent Food Taste, X13 -- Fun Place to
Eat
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients t Sig.
B Std. Error Beta
1 (Constant) 1.898 .498 3.808 .000
X13 -- Fun Place to Eat .118 .079 .082 1.490 .137
X14 -- Large Size Portions .139 .057 .132 2.417
.016
X18 -- Excellent Food Taste .234 .064 .191 3.673
.000
X21 -- Speed of Service .188 .034 .292 5.604 .000
18
The Impact of Burnout syndrome on Nurse Workers
!1
The Impact of Burnout Syndrome on Psychosocial Wellbeing,
Expected Outcomes, Self-efficacy,
Turnover, and Interest in Career of Nurse Workers.
Olajumoke Omiyale

Aspen University
Author Note
Essentials of Nursing Research N494
Dr. Keshea Britton
Date of Submission February 11, 2020
Burnout Among Nurses !2
Background
Burnout is a very common condition across the world and
especially in the nursing
career. It's the reduction in the energy and zeal of nurses
manifesting in form of being
emotionally exhausted, lacking motivation, feeling frustrated,
fatigued, and low reaction time
which reduces individuals' output and work efficacy in general.
Burnout has been strongly
attributed to the deficit in the number of healthcare
professionals, a concern that goes way to be a
matter of global importance. The rapidly changing healthcare
landscape that brings a paradigm
shift to increased demand for healthcare services in the world
population has come with its

challenges. Although experts associate the change to
improvement in the quality of life for which
people become capable of seeking healthcare services, the move
has placed a lot of pressure on
not only the healthcare systems but particularly on the
workforce (Mudallal, Othman, & Al
Hassan, 2017). However, governments have not moved at a
similar pace to address these
pressures, leaving the mantle on the health institutions and
professionals. To be specific, nurses,
as well as other healthcare providers, are left with a large
number of patients to takes care of, a
number that keeps on increasing day after day, keeping them on
the run all the time. The absolute
result of this healthcare environment is burning or wearing out,
which without doubt minimizes
the efficacy of the nurse’s output.
The working environment for which the nurse staff doesn't
match the care demand
culminated by poor leadership creates unattractive working
conditions. Indeed, WHO reports
indicate that shortages of nurses would nationally and internally
interfere with the efforts to

health and well being of the world population. Where staff
shortage exists, human resources are
overstretched, working conditions become poor and unbearable,
work becomes increasingly
hazardous to the health of the nurse- they get no rest, become
stressed, productivity decrease
with the poor patient outcome which add up to the trauma of the
workers. They end up losing
interest in their job, become highly dissatisfied, burnout and
increase the chances of quitting the
job. In return, the turnover of nurses affects the quality of
healthcare services offered because of
a lack of expertise and increasing the workload burden on the
remaining staff (Sobral, et. al,
2018).
The research topic in question is consistent with the PICOT
format which requires the
development of answerable and researchable questions. The
research question of what impact
does burnout has on productivity or self-efficacy, career
interest, expected outcome, turnover,

and quality of healthcare services in the nursing profession can
have the following formula.
Population- the population is comprised of nurses in the wards;
palliative care wards,
maternity and newborn, renal, ICU wards among others.
Intervention/Indicator- indications would include stressors such
as social, psychological,
and work-related factors.
Comparison/control- may have placebo form nurses in private
hospitals or theater staffs,
who in most cases are relatively sufficient. They usually take
enough rest, do the work for a few
hours and thus less predisposed to burnout.
Outcome- nurses in these wards show a decrease in the reaction
time, often get fatigued
and sick, may lose hope in the career, high dissatisfaction
levels, and increased rate of turnover.
Time-research can be cross-sectional.
Why burn out Syndrome is a Clinical problem
Productivity in many working environments, particularly in the

provision of healthcare
services depends majorly on the motivation, energy, and the
ability of the nurses to make fast and
accurate decisions regarding the circumstances they are
confronted with. While this freshness
remains significant for a nurse to give the best they can to their
client, many factors do affect that
state of consciousness and health for a nurse. just like other
workers, nurses require enough time
to rest after work, take vacations to refresh and maintain the
fitness of both the mind and the
body. However, in reality, nurses rarely get this rest, in most
cases being on call, working for
long-hour shifts and in a stressful working environment.
The palliative care ward where I work has a capacity of between
sixty to a hundred
patients. The nurses assigned to this ward are 20. Taking this as
a reflection of the entire
healthcare system, we find that the ratio of nurses to the patient
is 1:3 on the bare minimum. The
implication of this is that one nurse would at least take care of 3
patients daily on the minimum
with this number likely to increase every other day. Because the
aged population is growing

rapidly and are prone to lifestyle diseases, the likelihood of
demands for these services would
increase. Ultimately, nurses would have a huge burden on the
care they have to take care of a
large number of patients, possibly over a long time. If the
number of nurses remains the same
with the increasing workload, the department is likely to
experience higher rates of turnover.
Literature Review
According to Rola, et. al, (2017), burnout Syndrome is a trend
that is synonymous in the
entire world with some areas severely suffering from the
condition due to the limited workforce.
In this study that was conducted in Jordan, burnout among the
working staff is characteristic of
depersonalization, emotional exhaustion, personal
accomplishment and correlates to work
conditions, demographic traits, and leader empowering
behaviors. the high level of burnout in
this part of the word subjective to poor working conditions
including unfairness, an overload of

work, lack of leaders, personal and social issues necessitate
improvement of health care services
to focus on eliminating burnout among the healthcare workers.
Besides, nurses working on fixed
schedules demonstrated a greater level of emotional exhaustion
and depersonalization compare
to the ones working on rotating shifts due to work overload.
Besides, nurses working in private
environments felt to be in favorable conditions in terms of the
quality of care, staffing, resource
capabilities, and leadership and collegial support (Mudallal,
Othman, & Al Hassan, 2017).
A study done by Chang in Taiwan involving nurses on full-time
basis self-efficacy,
outcome expectations, and positivity in career interests were
measured. The study showed a
strong association between the three factors and burnout. Both
self-efficacy and expected
outcomes showed an inverse relationship with a burnout in
which it negatively impacts them.
Since self-efficacy was positively related to outcome
expectations, any negative effects on the
two by burnout would consequently result in the diminishing the
other factor. Interest in nursing

career negatively impacted the intention to quit the organization
as well as leaving the
profession. The study concluded that since when nurses leave
the profession, patient outcomes
are negatively impacted, policymakers must focus on satisfying
the expectations of nurses and
adequately compensate them fairly to retain them.
According to sabral, et. al, (2018), burnout syndrome is
experienced by workers as a
result of being exposed to interpersonal stressors for a
prolonged duration. The author notes that
burnout has become an issue of global concern by the
justification of the number of researches
that have been previously done concerning the topic. More than
4000 articles on nursing burnout
have been found in PubMed with the database recording over
6000 publications on burnout
generally. Prevalence of burnout among the public university
hospital workers in Sāo Paulo was
found to be 4.8% which was consistent with studies done in a
general hospital in Recife,

Pernambuco, brazil. It outlined that burnout could have
contributed to the high rate of sick nurses
observed during the study. In most cases, the participants
indicated working unfavorably-forced
to deliver services with their exhausted minds and bodies. Also,
the study identified failure of
getting support from colleagues and supervisors, lack of
dialogue in workplaces, relationship
issues, lack of autonomy work overload as well as failure to be
recognized as the major sources
of stress for nurses. Hence, organizations have a big role to play
in identifying and minimizing
stressors congruent in their various work station in order to
prevent employee burnout and
turnover (Sobral, et. al, 2018).
Elin in a study of the role of burnout in new professional's
problem of task mastering,
social acceptance, and role clarity, he noted that the is a gap in
the goal to improve healthcare
because despite burnout being a common phenomenon there are
no preventive measures.
Effective intervention programs for enabling socialization
processes within an organization can

play a role in reducing cases of burnout for new employees.
When the programs target on
clarifying the new role, enhancing social acceptance, and
mastering of tasks within the first year
of work, it creates positive impacts of work in the years to
come. This emphasizes the
importance of incorporating such an intervention program in
establishing a favorable work
environment (Frögli, et. al, 2019).
According to Petitta et. al, (2016), that investigated the role of
various stakeholders such
as leaders, patients, and colleagues as the sources of emotional
exchanges and how they
determine the absorption of negative, (like anger) and positive
(joy) emotions which culminate to
burnout. It outlined that emotional exchanges in workplaces are
contributors to emotional
contingency and thus, burnout. However, while doctors are
capable of joy and anger from
colleagues but less from leaders or patients, nursing absorbs
emotions from both patients,

leaders, and colleagues. Emotions absorbed by doctors are
likely to result in exhaustion but only
cynicism in nurses (Petitta, Jiang, & Härtel, 2017).
The article that Supports Nursing Intervention for Burn out
Syndrome, why?
Both Rola’s and Sabral study provides that intervention
programs are critical in burnout
reduction among workers. Rola stipulated that leaders and
empowering leadership play a critical
role in helping nurses cope with stress at work. Identifying and
devising preventive measures to
the causes of burnout is paramount in motivation at work,
productivity, and the probability of
increased chances for career progression. This is synonymous
with Sabral’s finding that removal
of various stressors by the management stand a big chance of
retaining of employees (Sobral, et.
al, 2018). Creating a favorable environment requires employees
to work for favorable shifts,
getting support from management and collaboration form
colleagues to enable not only

experienced but also new employees from exhaustion and
burnout.
Conclusion
From the discussions above, Burnout remains a world concern
in the healthcare
profession. Many studies, both cross-sectional and case studies
implicate a reduction in
employee nurses as the main cause of burnout. However, many
types of research implicate
burnout in workplaces as a multifactorial condition developed
sequentially by many social and
health environment under which nurses work. hence, the
leadership of various institutions must
address the need as they vary from one institution to another in
order to achieve a highly
motivated workforce, with energy to deliver quality healthcare
and essentially reduce burnout
and the likelihood of experiencing the detrimental employee
turnout.
References
Frögli, E., Rudman, A., Lövgren, M., & Gustavsson, P. (2019).

Problems with task mastery,
social acceptance, and role clarity explain nurses’ symptoms of
burnout during the first
professional years: A longitudinal study. Work, 62(4), 573-584.
Mudallal, R. H., Othman, W. A. M., & Al Hassan, N. F. (2017).
Nurses’ burnout: the influence of
leader empowering behaviors, work conditions, and
demographic traits. INQUIRY: The
Journal of Health Care Organization, Provision, and Financing,
54, 0046958017724944.
Petitta, L., Jiang, L., & Härtel, C. E. (2017). Emotional
contagion and burnout among nurses and
doctors: Do joy and anger from different sources of
stakeholders matter?. Stress and
Health, 33(4), 358-369.
Sillero, A., & Zabalegui, A. (2018). Organizational factors and
burnout of perioperative
nurses. Clinical practice and epidemiology in mental health: CP
& EMH, 14, 132.
Sobral, R. C., Stephan, C., Bedin-Zanatta, A., & De-Lucca, S.
B. (2018). Burnout and work
organization in Nursing. Rev Bras Med Trab, 16(1), 44-52.

Evidence-Based Practice
by H H
Submission date: 08-Mar-2020 12:25AM (UTC+0530)
Submission ID: 1271178647
File name: evidence_based_practice.docx (20.38K)
Word count: 1214
Character count: 7131
4%
SIMILARITY INDEX
3%
INTERNET SOURCES
2%
PUBLICATIONS

4%
STUDENT PAPERS
1 2%
2 1%
3 1%
4 1%
Exclude quotes On
Exclude bibliography On
Exclude matches Off
ORIGINALITY REPORT
PRIMARY SOURCES
Submitted to American Sentinel University
Student Paper
Submitted to Valdosta State University
Student Paper
www.coursehero.com
Internet Source
www.courts.ca.gov
Internet Source
Evidence-Based Practiceby H HEvidence-Based
PracticeORIGINALITY REPORTPRIMARY SOURCES

Copyright © 2011 Wolters Kluwer Health | Lippincott Williams
& Wilkins
Chapter 14
Creating a Vision and Motivating a Change to Evidence-Based
Practice in Individuals, Teams, and Organizations
*
Copyright © 2015 Wolters Kluwer • All Rights Reserved
Implementing EBP
Among the most important elements that need to be present for
change to be accomplished successfully are:
1. Vision: Developing a clear and exciting vision of what is to
be accomplished can unify stakeholders
2. Belief: Belief that the change to EBP is beneficial can lead to
behavior change and foster the ability to successfully make the
change
*
Implementing EBP—(cont.)
3. Strategic planning: Goals are established with deadline

dates; a well-defined strategic plan is written. Use of a SCOT
(Strengths, Challenges, Opportunities, and Threats) analysis
will assist in the planning process: Assess and identify system
Strengths that will facilitate the success of a new projectAssess
and identify Challenges that may hinder the initiativeOutline
the Opportunities for successDelineate the Threats to project
completion, with strategies to overcome them
*
Implementing EBP—(cont.)
4. Action: Putting the strategic plan with its actionable
objectives into motion
5. Persistence: Continuing to move forward despite of
unforeseen barriers; being nimble and open to revising
approaches to allow continued progress
6. Patience: Allows for continued progress even when results of
actions are not yet seen
*
Organizational Change Models: Basic Assumptions of the
Change Curve Model Changing an organization is a highly
emotional processGroup change requires individual changeNo
fundamental change takes place without strong leadershipThe
leader must be willing to change before others are expected to

changeThe larger and more drastic the change, the more
difficult the changeThe greater the number of individuals
involved, the tougher the change will be to make (Duck,
2002)
*
Organizational Change Models: Stages of the
Change Curve Model Stage I: Stagnation: Characteristics
include lack of effective leadership, failed initiatives, and too
few resources; depression occurs and/or hyperactivity exists;
individuals may feel stressed and exhausted Stage II:
Preparation: Emotional climate is anxiety mixed with
hopefulness; possibly reduced productivity; buy-in is essential;
opportunity exists of getting people excited, but may fail if
preparation is too long or too short
*
Organizational Change Models: Stages of the Change Curve
Model—(cont.) Stage III: Implementation: Individuals must see
“what is in it for me?”; it is essential to assess readiness for
change and increase confidence in making the change Stage IV:
Determination: The highest chance of failure is in this stage; if
results are not as expected, change fatigue may set in if
determination to see the change through is not firm;

highlighting small successes is crucial Stage V: Fruition:
Positive outcomes are seen; reward and celebration for effort is
important; danger in this stage is that organization reverts back
to complacency and begins stagnation
*
Organizational Change Models: Kotter and Cohen’s
Model of ChangeStep 1: Create a sense of urgency: Create the
emotional feeling that “we need to move NOW,” which is
especially important when individuals are complacentStep 2:
Form a team: Select members who possess the needed
knowledge and skills, the respect and trust of others, and
enthusiasm and commitment; opinion leaders are particularly
importantStep 3: Vision and strategy: Create a clear vision and
workable strategy with reasonable timeline
*
Organizational Change Models: Kotter and Cohen’s Model of
Change—(cont.)Step 4: Communicating the vision:
Communicate the vision and strategies with “heartfelt
messages” that appeal to the emotions, which will motivate
change; repeating the message will make the strategies
clearerStep 5: Empowerment: Remove barriers that inhibit
successful changeStep 6: Interim successes: Establish short-

term successes to celebrate
*
Organizational Change Models: Kotter and Cohen’s Model of
Change—(cont.)Step 7: Ongoing persistence: Cultivate ongoing
persistence; giving up too early will doom the projectStep 8:
Nourishment: Encourage and feed the new culture to make the
change permanent through celebration and planting meaningful
infrastructures
*
Organizational Change Models: Roger’s Theory of Diffusion of
Innovations
*
Organizational Change Models: The Transtheoretical
Model of Health Behavior Change
Originally conceptualized to explain the process of changes in

health behaviors, but also is applicable to organizational change
Stages:Precontemplation: The individual is not intending to take
action in the next 6 months (40% of an
organization)Contemplation: The individual is intending to take
action within the next 6 months (40% of an
organization)Preparation: The individual plans to take action in
the next 30 days (20% of organization)
*
Organizational Change Models: The Transtheoretical Model
of Health Behavior Change—(cont.)
Stages—(cont.):Action: Overt changes were made less than 6
months agoMaintenance: Overt changes were made more than 6
months ago
By matching intervention strategies to the stage in which
individuals are currently engaged, the model proposes that
resistance, stress, and the time needed to implement the change
will diminish
*
Strategies to Overcome Barriers to
Implementing EBPAllow individuals to express their
skepticism, fears, and anxieties in order to clarify
misconceptionsEducate clinicians about EBP in a way that

appeals to their emotions; this enhances their beliefs about their
ability to implement it Know the personality types of the
individuals involvedProduce a written strategic planDevelop
SMART (i.e., Specific, Measurable, Attainable, Relevant, and
Time bound) goals to be achieved
*
Strategies to Overcome Barriers to
Implementing EBP—(cont.)Communicate the plan clearly
and often; use several media modes (e.g., written,
visual/graphic, and video) if possibleAcknowledge that the
team-building process is dynamic and requires creativity and
flexibilityMatch organizational resources and administrative
support closely to the diffusion of EBPEnlist leaders and
managers early in the change Create a critical mass of EBP
adopters within leadership and individual clinicians to sustain
the change
*
“Knowing and Working with Personality Types”: Rohm’s
Taxonomy (the DISC
Model) Type Characteristics StrategyDriversLike to take
charge and are highly task orientedGive them opportunities to
lead specific tasksInspiredAre socially oriented and like to have

funShow them that the change can be fun and exciting; have
them assist in celebrations of success
*
“Knowing and Working with Personality Types”: Rohm’s
Taxonomy (the DISC Model)—
(cont.) Type Characteristics StrategySupportive and
steadyTypically reserved and like to be ledEmphasize that they
are important to the project, but do not have to
leadContemplatorsVery analytical and detail orientedShow them
all of the details; consider giving them a leadership role in
tracking processes and outcomes

*
Stages of Team FormationStageStage
CharacteristicsFormingAnxiety, excitement, testing,
dependence, exploration, and trustStormingResistance to
different approaches; competitiveness and defensiveness;
tension and disunityNormingTrust and respect develops;
satisfaction increases; feedback is provided to others;
responsibilities are shared; decisions are madePerformingLevel
of interaction is high; performance increases; team members are
comfortable with one another; there is optimism and confidence
*
Question
According to Roger’s theory of diffusion of innovation, the
minimum percentage (critical mass) of people who “adopt” to
the change that would signal that a change has begun to take

hold is:
a. 5%
b. 15%
c. 40%
d. 60%
*
Answer
b. 15%
Rationale: According to the theory, there needs to be a critical
mass of 15% to 20% of a combination of innovators, early
adopters, and early majority before it can be assumed that an
innovative change really begins to take hold.
*
Question
What model of organizational change would be most likely to
give priority to changing nurses’ feelings about EBP over
presenting them with new information?The transtheoretical
model of health behavior changeThe Change Curve
modelDiffusion of innovations modelKotter and Cohen’s model
of change

*
Answer
d. Kotter and Cohen’s model of change
Rationale: Kotter and Cohen propose that the key to
organizational change lies in helping people to feel differently
(i.e., appealing to their emotions). They assert that individuals
change their behavior less when they are given facts or analyses
than when they are shown evidence that influences their
feelings.
*
Question
According to Rohm’s taxonomy (the DISC model), individuals
with which of the following personality styles are most likely to
be comfortable in a leadership role?DriverInspiredSupportive
and steadyContemplator
*

Answer
a. Driver
Individuals with “D” (Driver) personality styles like to take
charge of projects and are highly task oriented, making them
well suited to positions of leadership
*
Copyright © 2011 Wolters Kluwer Health | Lippincott Williams
& Wilkins
Chapter 13
Models to Guide Implementation and Sustainability of
*
Components That Need to Be Considered in the Clinical
Decision-Making Model of EBPPatient
preferences and behaviorsClinical state, setting, and
circumstances Availability of healthcare resources High-
quality research evidence

*
Factors That Are Impacted by the
Practitioner’s Clinical ExpertiseQuality of the initial assessment
of the client’s clinical state and circumstancesProblem
formulationDecision about whether the best evidence and
availability of healthcare resources support a new
approachExploration of patient preferencesDelivery of the
clinical interventionEvaluation of the outcome for that
particular patient
*
Commonalities Found in Models Used for
Implementation of EBPIdentifying a problem that needs
addressingIdentifying stakeholders or change agents who will
help make the change happen in practice Identifying a practice
change shown to be effective through high-quality research that
is designed to address the problemIdentifying and, if possible,
addressing the potential barriers to the practice change
*

Marketing Research 1 of 3Marketing Research 2 of 3Market.docx

Marketing Research 1 of 3Marketing Research 2 of 3Market.docx

Recommended

Recommended

More Related Content

Similar to Marketing Research 1 of 3Marketing Research 2 of 3Market.docx

Similar to Marketing Research 1 of 3Marketing Research 2 of 3Market.docx (20)

More from endawalling

More from endawalling (20)

Recently uploaded

Recently uploaded (20)

Marketing Research 1 of 3Marketing Research 2 of 3Market.docx