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Research Proposal
Prepared for: Randy Walden, CEO, Heartwarming Care
Prepared by: Caitlin Stoskopf, Stacie Matz, Heather Songer, Hung Lin
Pacific Lutheran University
Tacoma, WA, 98447
September 26, 2008
Pacific Lutheran University
Table of Contents
1. Introduction
2. Purpose and Scope
3. Specific Objectives
4. Sample Design
5. Data Collection Procedures
6. Data Analysis Plan
7. Reporting
8. Timetable
9. Associated Costs
Introduction
Heartwarming Care (HWC) is a specialty service that provides in-home care assistance to
people in need. They assist in activities of daily living, such as meal preparation, bathing,
grooming, light housekeeping, companionship, assistance to medical appointments,
medication reminders, exercise, and activity. Heartwarming care prides themselves on
having experienced, sympathetic, and caring employees. Heartwarming Care supplies
care professionals for University Place, Tacoma, and the surrounding areas of Pierce
County.
HWC’s website is generally guided to the adult children of potential clientele and also
potential employees. It gives a general overview of the care available as well as a media
center that provides current events that apply to the industry.
Purpose and Scope
The main objective of this research is to conduct conclusive research to verify insights
about the current position of Heartwarming Care’s website. The final analysis should assist
Heartwarming Care in determining whether to change or maintain the current website
structure, content and rhetoric.
In short, Heartwarming Care is striving to maintain a grasp on the technological and
marketing standards of progressive generations. The website’s intended audience is the
adult children of the company’s current clientele and adult children of prospective clients.
This market is primarily made up of Baby Boomers.
Specific Objectives
• Determine the key words used by clients when looking for a healthcare provider for their
family members online.
• Measure the ‘userability' of Heartwarming Care’s website.
• Evaluate reactions to the ‘media center’ located on the landing page of Heartwarming
Care’s website.
• Determine user’s willingness to provide name and email information in exchange for
access to ‘media center’.
• Determine whether all information on website is relevant.
• Determine whether all desired information by users is present on website.
• Identify the home locale of online users.
• Identify the general demographics of online users.
Sample Design
Because of the conclusive nature of the objectives, we will primarily use quantitative
questioning in the surveys. All qualitative questions will be left to a minimum for ease of
analysis and reporting.
Data Collection Procedures
Data will be collected through two separate media - home phone calls and online.
The numbers to be called will be provided by Randy Walden from Heartwarming Care’s
existing database. A phone script will be created to make all home calls consistent and
unbiased.
We propose, for online surveys, that a link to a survey be on the website and accessible
from any page on the site. Because the website also caters to prospective employees the
online survey will divert to a separate set of questions pertaining to job seekers and how
they perceive the ease and effectiveness of the website.
Data Analysis Plan
Once surveys are complete, data will be analyzed by both SPSS and Survey Monkey.
Survey Monkey offers a web-based interface for creating and publishing custom web
surveys, and then views the results graphically in real time.
SPSS predictive analytics software improves business processes by directing, optimizing,
and automating decisions made throughout an organization. Predictive analytics includes
both the analysis of past, present, and projected future outcomes using advanced
analytics, and decision optimization for determining which action will drive the optimal
outcome.
Reporting
Following the analysis stage, a report and a PowerPoint presentation will be created. A
formal presentation of all findings and conclusions will be given between December 9,
2008 and December 15, 2008. A final copy of the report summarizing the findings of all
phases of the research will then be submitted electronically and through the mail.
Timetable
Date(s) Activity
Oct. 1 - Oct. 12 Industry and Secondary Data Report Development
Oct. 8 Approved Proposal Needed
Oct. 9 - Oct. 24 Survey Development
Oct. 25 Survey Submitted for Approval
Oct. 29 Survey Approval Needed
Nov. 1 - Nov. 15 Surveying
Nov. 15 - Nov. 20 Coding and Data Preparation
Nov. 20 - Nov. 25 Analysis of Data
Nov. 25 - Dec. 3 Report and Presentation Preparation
Dec. 9 - Dec. 15 Presentation and Final Report
Associated Costs
Cost of having website host, IlluminAge, add pop-up survey powered by Survey Monkey
to current site.
Cost of incentives (to be determined by Randy Walden) for those surveyed.
