I will explain to the agency that I
plan on starting with the exploratory study which is the initial research to have
a better understanding on how the agency works and could potentially explain
the nature of the problem looking to be resolved, on this case the decrease on
the amount of donations. From these initial findings, I would be able to
develop some theories for example negative publicity on the agency, the
creation of new charities or agency not communicating properly with the
donators. Also, an analysis of the current market will be performed to have a
full knowledge of what the current situation and ensure important information
is not being overlooked.


The exploratory study will include
surveying key people inside and outside the agency who might be able to provide
additional insight. Furthermore, secondary data will be researched for
additional support and possible solutions to this problem.


Once I have concluded the
exploratory study, I will continue with the descriptive research study which will
help me get a better understanding of the details on the issue. This will help
answer questions in regards to how, when, where, who and what. The purpose is
to confirm some of the theories previously developed, learned more specific
information in regards to the problem and measure brand loyalty which on this
case reflects the donations. Additionally, I will select one or 2 important
variables and how they relate to the problem, then interviews will be conducted
as well as additional surveys.