Research Proposal
Baby Boomers and Attitudes towards AARP
OVERVIEW
Background
AARP (Australian Association of Retired Persons) is a membership and advocacy organizations for people in the age of 50 and above group. The organization offers group discount programs, consumer education, and other services in addition to lobbying of its members. However, AARP isn’t just for retired people anymore, which is why the organization has changed its name and is in the process of completing a major make over.
One of AARP’s challenges is to show this new generation of seniors that its services are relevant and valuable. Fewer than one in three baby boomers join AARP when they first receive its invitation during the year they turn 50, although some join when they are a bit older. So AARP has planned new marketing approaches to appeal to this giant segment.
The decision to give special attention to baby boomers has led to AARP’s second challenge: to balance its outreach to 50-year old members with its commitment to older members.
Literature Search
Literature search will focus on the books and surveys developed on the studies and literatures which have focus significantly on baby boomers. The search will also be focus on the literatures on the factors that have influence the behavior and the insights of baby boomer group towards association created to their concerns. The research will also be on the characteristics of the baby boomer group and what are their differences with the other generation in order for us to know the reasons of their behavior towards the AARP.
PROBLEM DEFINITION
The Australian Association of Retired Persons (AARP) is a membership organization which offers some benefits to the retired persons of 50 years old and above. However, the organization notice that their advocacy has not been attractive to the baby boomers generation which is showed in a fewer membership from the group that is, less than one from the three baby boomers.
Decision Problem
What are the factors that can influence baby boomer to join AARP?
Research Problem
Evaluate the factors that are involved influencing baby boomer to join AARP.
Research objectives
- To identify the baby boomer group
- To identify baby boomer needs
- To identify the knowledge of baby boomer about AARP.
- To analyze ways to attract baby boomer
RESEARCH DESIGN
Data Collection Method
A research on secondary sources will be use to identify the baby boomer group and what the group is composed of. An interview will be conducted to know their needs that are needed to be addressed by the AARP. Personal or a computer assisted telephone interview will be used to collect data from the respondents. Interview is used because it is more personalized to know what the respondents’ needs and what their personal knowledge on the organization is. The researchers will also employ a five point Likert response format based on this short scale (5 = strongly disagree; 4 = agree; 3 = neutral; 2 = agree; 1 = strongly agree)
Sampling Method
A random sample will be conducted, with a sample frame providing the names and addresses of the respondents. The names, addresses, and phone numbers of households will be loaded into a spreadsheet and randomized. The Computer Assisted Telephone Interviewing (CATI) program will then randomly assign numbers to each interviewee. The formula for sample size calculation will be taken from (1996) which would cut the total number of interviewees to a retained final number.
Proposed Analytical Method
Simple comparisons such as averages, distribution of responses and a survey response rate will be accomplished. Some useful tools used in analysis and for presenting and interpreting statistical data include variance, standard deviation, percentage, average, mode, mean and median will also be employed.
TIME FRAME
The research will be conducted in 3 months time.
LIMITATIONS OF THE STUDY
The study is limited only on the survey on the identification of the needs of the baby boomer group and what they think of the Australian Association of Retired Persons.
APPENDIX
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