The Robert woodland Johnson Foundation (RWJF) knew it urgencyed a cooperative partner to do the research for its Covering Kids initiative .
The Robert Wood Johnson Foundation
Elaine Arkin , a social takingss marketing specialist , was recruited to develop the pick up for proposal (RFP).
The RFP described the Covering Kids initiative , as healthful as the type of marketing research geted, but halt short of specifying the methodology.
We knew we wanted some baseline information, as easily as some pre-testing of advertising. The RWJF team put together a search list by contacting strongs that had managed large communication initiatives in the past.
These contacts recommended a dozen firms that were then asked to describe their capabilities to do valued and qualitative research,as well as their experience with social issue research and with minority and low-income populations.
In all, six firms were asked to submit detail research proposals.
A committee consisting of RWJF staffers, the team from GMMB (the agency aerated with developing the campaign),and several research specialists reassessmented all six proposals.
We were operative on a very tight deadline.
The research would need to be started and finished quickly , with the results incorporated into the GMMB-designed campaign-all in little than three months, indicated RWJF senior communications officer Stuart Schear .
Each firms proposal was reviewed for the feasibility of the methodology and the cost , as well as the firms ability to dally the time constraints.
Two firms could not meet the constraints , and another twain were deemed too small to deliver the quantitative and qualitative research needed, explained Arkin .
Less than one week after receipt of the proposals , the review committee selected Wirthlin Worldwide to provide the research . Wirthlin started the research immediatedely.If you want to get a full essay, order it on our website: Ordercustompaper.com
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