1. MODEL FOR SURVEYING PARENTS AND YOUTH ABOUT OST Presented by Dr. Julie Pokela Market Street Research jpokela@marketstreetresearch.com

2. Why Conduct Marketing Research? Improved decision-making in terms of:  Identifying targets for OST programs  Designing and structuring programs  Developing effective communication strategies

3. Model of OST Decision Making

4. Are parents and kids interested in OST programs? Prior research shows interest among both parents and kids  Interest is highest for K-3, is moderate for grades 4-10, and drops for grades 11-12  Parents are looking for academic enrichment and something safe for kids to do  Kids are interested in fun things to do

5. Are parents and kids aware of OST programs? Awareness of OST programs varies from city to city Parents and kids generally don’t think they have many options to choose from Lack of awareness is a major reason for not participating in OST programs

6. How do parents and kids perceive OST programs? What kind of content do parents and kids want?  Parents and kids are interested in a wide range of content  Parents and kids are generally interested in homework help and tutoring as one aspect of OST programs What kind of structure do parents and kids want?  Parents and kids generally prefer programs located in their neighborhood  Parents and kids having varying opinions on who should lead programs and whether they should be in a school or other location  Parents and kids want safe locations and active, involved leaders

7. What are the barriers to participating in OST programs? The major barriers from past research include:  Concerns about safety in the programs and traveling to and from programs  Transportation  Cost  Competing responsibilities

8. How satisfied are parents and kids with OST programs? Satisfaction with OST varies widely Parents and kids are satisfied when programs are perceived as safe, fun, educational, and well-managed

9. How to conduct research with parents and kids about OST programs?  Market Street Research is developing a manual on how to conduct marketing research on OST, with funding from The Wallace Foundation  The manual will be available in Fall, 2006 at: www.marketstreetresearch.comwww.marketstreetresearch.com and www.wallacefoundation.org

10. What will be in the manual?  An overview of the marketing research process  Workbooks on conducting secondary research, utilization research, focus groups, in-depth interviews, telephone surveys, in-person interviews, and self- administered surveys; and on developing a communications plan  Prototype materials for each workbook