Edtech505 4201 RFP Murtagh Jim

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Sound Analysis Projects331 Main Street Westport, CT 06880

800-SAP-FORU

EVALUATION OF DETERMININGINSTRUCTIONAL PURPOSES (DIP)

A Proposal Submitted to Far West Laboratories for

Education Research and Development

Submitted by:

Jim Murtagh


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IntroductionFar West Laboratory for Education Research and Development (FWL) issued a request forproposal (RFP) on February 1, 2014 for an evaluation of its Determining Instructional Purposes(DIP) training program. FWL wants to identify if there is a viable market for their product, andwhether or not they should increase their production and marketing efforts. Sound Analysis

Projects (SAP) of Westport, CT submits this document in response to the FWL proposal in aneffort to provide FWL with the data they need to make these determinations. SAP will provideinformation and make recommendations to FWL regarding the marketing and sales of DIP, aswell as, provide information that school administrators can use to assist with the purchase andimplementation of the DIP product.

Description of Program Being EvaluatedFWL created the Determining Instructional Purposes (DIP) training program to provide schooladministrators and graduate students with goal setting, problem analysis, and deriving objectivesskills, so they can plan effective school programs. The DIP program consists of three units ofstudy, each dedicated to one of the major skills, plus a separate Coordinators Handbook. Units

consist of 4-6 modules, ranging from 155-259 pages in length, and are sold individually or as aset. The program provides practice activities that give learners an opportunity to apply skills andsolve problems in a hypothetical school district. Training can be organized into a mini-workshopformat, or scheduled over weeks as administrator's schedules permit. Districts can choose toimplement a single module that aligns with their most pressing needs, or implement the wholeprogram. The program requires an individual to serve as a coordinator to organize, guide andmonitor the participants activities. All required material for this role is contained in theCoordinator's Handbook.

The DIP program has not been used in simulated or real training sessions yet, and even thoughFWL wants to grow this portion of their business, they want to confirm there is a viable market

for this product before investing more money into this venue. FWL is seeking consult to helpdirect their marketing and sales initiatives. They also require information targeted to schooladministrators that can be used to make purchasing and implementation decisions.

Evaluation MethodSAP will use a decision-making evaluation approach and a combination of qualitative andquantitative data collection and analysis to address the following requests set forth by FWL:

1. Provide information and make recommendations for use in making decisions regardingthe marketing and sales of the DIP program. Material collected for this objective will betargeted to the FWL Vice-President of Sales & Marketing.

2.

Provide useful information to school administrators to assist in making decisions aboutthe purchase and use of the DIP program. Material collected for this objective will betargeted to the FWL Director of Product Design.

To accomplish objective one, SAP is proposing a two prong approach comprising of a thoroughmarket analysis and comprehensive field testing. Objective two will be addressed throughtargeted interviews and surveys. The result of the evaluation will be a recommendation to FWLas to whether they should invest further resources into the DIP program, and a detailed


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description of the material needed by school administrators to support their purchasing andimplementation decisions regarding DIP.

Objective 1: Market AnalysisFWL wants to know if there is a viable market for their DIP program. To satisfy their need for

marketing and sales data, SAP will conduct an extensive market analysis to determine:

1. Are there competitive programs to DIP already in the marketplace and what is theirmarket penetration?

2. What is the size of the potential customer base for the DIP program?3. What are the current and anticipated market conditions for programs like DIP?4. Is the DIP pricing structure appropriate?5. Do school administrators feel they would benefit from purchasing the DIP program?

SAP will also supply a market analysis that examines if there are additional spin-off outletsbeyond the education sector where the DIP program could be expanded.

Objective 1: Field TrialA field test is recommended to gather user feedback on the effectiveness of the lessons, and usersatisfaction of the program, since the DIP program was never used in real training sessions. SAPis suggesting two field tests, one that targets the three units of instruction and another dedicatedto the Coordinators Handbook. This years ASCD Conference on Educational Leadership isscheduled to take place in Hartford, CT (a 30 minute drive from SAP headquarters). SAP is amajor sponsor at this conference and will offer two private half-day workshops (unit ofinstruction and Coordinators Handbook) to conduct field trials. Similar workshop sessionsconducted by SAP have typically consisted of 30-50 participants. SAP will advertise theworkshops throughout its customer base, as well as on the ASCD website. Participants will

receive free passes to attend the conference, a delicious lunch, training in one unit of instruction,as well as a complimentary copy of the DIP program. Given the half day nature of theworkshops, FWL and SAP will need to work together to ensure the field trial is a validrepresentation of the complete unit of instruction.

Attendees must indicate which DIP unit they want to explore when they register for theworkshop, and each unit will be capped at 15 people. All three units of instruction will beevaluated during the same workshop session, but in separate groups. SAP will supply threecoordinators to conduct the activities. The unit of instruction field test will consist of pretests andposttests that are designed to assess changes in the participants understanding of the DIPsmodule stated learning objectives. They will also be given a qualitative opinion survey about theDIP program. SAP coordinators will collect unstructured interview data and record participantcomments and feedback.

The coordinators workshop will determine if the Coordinators Handbook prepares a person toadminister the DIP program (the DIP program states it requires a coordinator). Attendees whosign-up for this workshop must attend a unit of instruction workshop on the prior day. Thissession will be capped at 15 participants. Only these participants will receive complimentaryCoordinators Handbooks. Participants will participate in a semistructured exit interview to


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gauge the attendees ability to fulfill the role of coordinator. Five participants will be given anopportunity to come to SAP headquarters for a half-day session where they will act as a DIPcoordinator in an obtrusive observational analysis by SAP and FWL representatives to assess theeffectiveness of the workshop training. Participants will be compensated $500, plus another $500for expenses.

Objective 2: Administrators WorkshopSAP will conduct a dinner workshop at ASCD for school administrators to determine whatresources are needed by this group to assist in their decision to purchase and use the DIPprogram. This workshop will be limited to 20 attendees, and participants will need to apply foradmission. Candidates will fill out an online application and then potential candidates will bescreened with a 10 minute phone interview by an SAP staffer to ensure a representative sampleof potential DIP users is included. The three hour workshop will explain the DIP program andhave an SAP moderated semistructured roundtable discussion. Attendees will complete aqualitative survey about which tools and resources they feel would assist them in their decisionmaking process. Participants will be treated to a 5 Star gourmet meal and be provided with five

complimentary sets of the entire DIP program for their district.

All workshop and discussion sessions will be videotaped. FWL will be given copies of thevideotapes to potentially use this material for marketing purposes. FWL will need to acquiremedia releases and provide any compensation on their own. Participants will be informedvideotaping will be used. Survey data will be conducted electronically through iPads alreadyowned by SAP. FWL will provide 150 copies of DIP at no charge.

Task ScheduleEvaluation of Determining Instructional Purposes (DIP)

Task Agency Deadline

1 Introductory meeting with FWL to approve project goals,modify evaluation plan if necessary, and approve timeline.Collect sufficient copies of DIP for workshops. (JM & PF)

FWL / SAP 8/25/14

2 Register workshops with ASCD. Create online applicationforms. Develop phone interview form for admin screening.Begin marketing campaign for workshops. (interns)

SAP 9/12/14

3 Meet with FWL to develop mini lessons for field test. (JM & PF) FWL / SAP 9/12/14

4 Follow-up meeting with FWL to validate & approve lessons forfield test. (JM & PF)

FWL / SAP 9/29/14

5 Coordinators Training for SAP interns. SAP 10/15/14

6 Develop data collection instruments: 1. Unit learning objectives(pretest). 2. Unit learning objectives (posttest). 3. Unit opinionsurvey. 4. Unit observation data collection form, 5.

SAP 11/3/14


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Coordinators exit interview. 6. Coordinators observation form,7. Administrators round table discussion, 8. Administrators exitsurvey. (JM & PF)

7 Meet with FWL to review data collection instruments (JM & PF) FWL / SAP 11/10/14

8 Finalize data collection instruments (JM & PF) SAP 11/17/14

9 ASCD - Day 1 (Units) & Administrators Workshop (all) SAP 11/24/14

10 ASCD - Day 2 (Coordinators Handbook) (all) SAP 11/25/14

11 Coordinators Workshop attendees demonstration at SAP (PFand 1 intern) & Complete market analysis. (JM)

FWL / SAP 12/8/14

12 Analyze and summarize all data. (JM & PF) SAP 1/9/15

13 Meet with FWL to review initial findings (JM & PF) FWL / SAP 1/12/15

14 Prepare final report (JM & PF) FWL / SAP 2/18/15

15 Presentation of final results and recommendations. (JM & PF) FWL / SAP 2/25/15

Note: Schedule based on contract being awarded to SAP by August 18, 2014.

Project PersonnelSound Analysis Projects (SAP) is the premier company for investigating, conducting andsynthesizing market research projects in the K-12 and higher education markets. At SAP, ourdedicated team of 35 employees will address all your research and data analysis needs. The

following professionals are assigned to your project.

Jim Murtagh, Senior Marketing and Research AnalystJim Murtagh has three decades of experience as a marketer and researcher in the educationsector. The author of seven books on marketing and effective planning in education, Jimsvisionary contributions to these fields has established him as a leader in the industry. Jim earneda Doctorate degree in Education Leadership and a Doctorate in Marketing focused on consumerbehavior. Jim will conduct the market analysis and be the project manager for the evaluation.

Pam Fitzner, Senior Marketing and Research AnalystPam is a former New York City Superintendent of Schools and educational professional for 22

years. She earned her Doctorate in Education from Columbia University and her expertise is insurvey development and analysis. Pam will conduct the administrators workshop and overseethe field tests.

Kai Young, Graduate InternKai is part of SAPs intern program and is completing her doctorate in Educational Leadership atthe University of Connecticut. She will be trained as a coordinator and conduct one of the threeunits of instruction workshops.


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Paul Fresco, Graduate InternPaul is part of SAPs intern program and is completing his MBA at the University of NewHaven. He will be trained as a coordinator and conduct one of the three units of instructionworkshops.

Cody Brown, Graduate InternCody is part of SAPs intern program and is completing his Master of Advanced Managementdegree at Yale University. He will be trained as a coordinator and conduct one of the three unitsof instruction workshops.

Additional SAP staff will handle the videotaping of the field tests and workshops.

BudgetThe field tests are an integral part of this proposal, and as such they represent a significantportion of the budget. The close proximity of FWL (New Haven, CT) and SAP will allow forfrequent opportunities for meetings with minimal expense (no overnight travel). SAPs highly

coveted internship program, and the fortunate scheduling of the ASCD conference, enable SAPto provide this evaluation at a highly competitive rate. FWL will not incur any expenses for theworkshops (except for personnel) as these are already part of SAPs annual budget.

Field Test Qty Rate Total

Day 1 Lunch 45 $35.00 $1575.00

Day 2 Lunch 15 $35.00 $525.00

Day 1 Dinner 20 $125.00 $2,500.00

Coordinators Demonstration at SAP 5 $1,000.00 $5,000.00

ASCD Passes (40 free /25 @ sponsor rate) 25 $80 $2,000.00Supplies Qty Rate

Video tapes and duplicating 1 $500.00 $500.00

Travel (by car, no overnight stays) Qty Rate

FWL Meetings (40 miles) x 8 trips 640 $0.56 $358.40

Meetings per diem meals (2 people *8) 16 $15.00 $240.00

ASCD Conference (35 miles) x 2 trips(no per diem as part of conference) 140 $0.56 $78.40

Personnel Qty Rate Days

Jim Murtagh 1 $400.00 37 $14,800.00

Pam Fitzner 1 $400.00 25 $10,000.00

Interns 3 $200.00 18 $10,800.00

Videotaping @ workshops 2 $150.00 2 $600.00

Proposal Total $49,976.80

Edtech505 4201 RFP Murtagh Jim

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