Nature of the Marketing Problem
Starting from the 2005-2006 academic school year, every graduate of Kalamazoo Public Schools that has been in the school system for at least the four years of high school is being provided up to four years of full tuition at any public college or university in Michigan. The Kalamazoo Public Schools are interested in measuring whether or not this program has led to greater satisfaction of the public with the school system. The general purpose of this study is to determine whether or not there is greater satisfaction of the public since the introduction of the Kalamazoo Promise. Additional background information may be necessary when determining the results.
Research Objectives
The proposed study is designed to provide information helpful to the Kalamazoo Public Schools to discover the overall level of satisfaction with The Kalamazoo Promise. More specifically, the study will attempt to identify the component and overall levels of satisfaction by providing answers to the following research questions:
1. What is the state of awareness among the public about the Kalamazoo Promise, what are their attitudes and opinions towards the program?
2. To determine public’s experience with the Kalamazoo Promise.
3. To what extent to they agree with the nature of the program?
4. What aspects of the program are most disliked and what should be done to elevate the overall satisfaction of the Kalamazoo Promise?
These research questions are broadly stated and will simply serve as a guide to the specific kinds of information to be sought.
Proposed Methodology
The study will be conducted in two parts: (1) a distributor survey and ( ...