1.

0 Bibliographic citation

Mottner, S., & Ford, J.B.(2003). Measuring Nonprofit Marketing Strategy

Performance: the Case of Museum Stores. Journal of Business Research, 58

: 829-840. Retrieved on January 30, 2010 from http//: www.sciencedirect.com

2.0 Title Evaluation

The title “measuring nonprofit marketing strategy performance: the case of
museum stores” is stated clearly that it is discussing about the marketing
performance strategy in museum stores which is associated as a nonprofit
organization. Based on the title, it can be understand by user that the article is about
the measurement on whereas a nonprofit organization like the museum will market
the museum stores and what strategy it have to plan in marketing it. Seeing on the
word “nonprofit”, it is clearly stated that the museum is an organization without gain
profits as its main mission. The article includes with keywords which are marketing,
nonprofit, strategy, performance, museum and retail. All these keywords show to the
reader the figure of articles covered with and it content.

3.0 Objectives

The objectives of this study are:

i. To gain understanding of relationship between marketing strategy designed to

rise funds for nonprofit.
ii. To gain understanding of marketing strategy with goal of furthering nonprofit
organization’s altruistic objectives.
iii. To gain understanding of the organization’s respective performance
measures.

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4.0 Statement of Problem

The problem encountered in this study is about:

i. The importance of measurement of educational performance’s marketing

strategies of museum store.
ii. The needs to measure nonfinancial performances in nonprofit organization.
iii. The empirical linkage between specific strategies and subsequent
performance of the museum is missing.

5.0 Definition of Terms

The several terms used in this article have difficulties to understand. Some of
variables and terms used to show and reflect the result is not explained clearly. The
researcher is not explained the formula and variables used in analysis data’s diagram
clearly so it is make difficulties to reader to fully understand about the diagram. But,
the keywords used are corresponds to the abstract stated in the articles.

6.0 Literature Review

A previous research is been referred to in this study. The works and methods
of previous researcher is used and being referred during the research. For instance,
research did by Churchill in 1979 be as guidelines to do the measurement of
perception of educational performance developed for this study. Based on Churchill,
the process began with development of pool of subject measures of educational
performance drawn from individual interviews of the organization’s manager with
variety of subject matter. The attributes formed from the interviews is transferred into
statement measured using 7-point Likert scales. This scales that have introduced by
Churchill is applied in this study. This is example of other works that have been cited
in this study.

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7.0 Methodology

i. Sample of population
The sample population is two museum retailing consultant, a Museum
Store Association (MSA) board member who is also museum store manager,
and two museum consultants. The sample is determined randomly in which
1593 museums have been identified after the pretested withdrawn from 7962
museums in the United States.

ii. Research Design

The research design for this study is through pretested, survey, and
interviews with the museum’s manager.

iii. Data Collection

Technique used for collecting data are pretested, survey, demographic
data, and CFA (Confirmatory Factor Analysis). 165 useable responses from
1593 museum act as the samples on this research though pretested and
interviews. All the data collects is analyze for further study.

iv. Data Analysis

After the data collection, it is been analyze for answering the research
question. The analysis is shown in the table and picture diagram by using
different analyzer such as the Confirmatory Factor Analysis, and AMOS 4.0.
The analysis is responses to the hypothesis stated in this study. From the
analysis, it can be stated that museum administrator need to understand the
linkages between financial and educational considerations in their overall store
strategy. Also, the analysis found that financial marketing strategy had
predicted ambiguous effect on educational performances and marketing
activities undertaken by nonprofits may have both mission-related and
financially related results.

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 v. Hypothesis
The hypothesis of this study is as follows:
a) There is positive and direct affect of an educational museum marketing
strategy on the educational performance of museum retailers.
b) There is a positive and direct affect of a financial museum marketing
strategy on the financial performance of museum retailers.
c) There is a positive and direct effect of an educational museum marketing
strategy on the financial performance of museum retailers.
d) There is an ambiguous effect of a financial museum marketing strategy on
the educational performance of museum retailers.

vi. Research Question

a) How will the nonprofit organization measure the marketing strategy
performance?
b) What is the museum intent to do to increase its’ performance?
c) Do the relationships between mission-driven and financially-driven
strategies apply for nonprofit or only for museum store?
d) Do the findings exist outside of museum store?
e) Do other activities and admission marketing exhibit similar pattern?

vii. Theoretical framework

This study has not included with the theoretical framework.

8.0 Finding/Results

The result of the research is divides into two subdivisions which are study
construct scales, and hypothesis testing. The collected data is presented in two
forms based on its pretested and surveys structure. Some of the data is presenting in
a table and some of it is shown in a form of diagram. The variables used is stated in
the tables and in the diagram even not explained clearly about the variables.

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9.0 Recommendation

The authors are come out with list of best suggestions for further research
pertaining to this study and related issues to it. All the suggestion encompassing the
museums location, size, staffing and other that can be do research as to solve and
enhance the marketing performance of museums.

10.0 Contribute to knowledge development

This study contribute to the knowledge development in which it is

encompassing of creating new knowledge by pertaining on measuring the marketing
strategies performance with the analysis scheme used and finding a new results of
the research. Also, the study is sharing the findings of the research in a detailed
explanation in an appropriate medium that can be reached to the audience through a
report. It is also includes with references list that can help readers to refer with for
further information’s seeking. The study is also contribute to the knowledge
development by allow readers to use the concept included in the research such as
the methodology for further research. This methodology can be replicate in order to
do further research suggested in this research paper.

11.0 Bibliography

The arrangement of citation of this article is based on Modern Language

Association (MLA) citation style. All items included for bibliography includes the
author’s name, title of article and journal and other related item to be inserted in the
citation are arrange alphabetically in proper order. All entries are useful in seeking for
the article. At the end of the page is provides with a reference lists that allow readers
to refer to for further study. The entries are arranges by hanging indention in which
the words in second paragraph will margin to the left in 4 or 5 spaces. All the
arrangement, punctuation, and spelled is correct and state in proper order and
sequence according to the MLA style citation requirement.

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12.0 Evaluation criteria

The report is attractive with appropriate title chosen that can reach to the
reader’s understanding and is arrange in proper order with suitable picture diagram
that helpful on explaining the data collected. The report includes with concise
abstract which can give a good impression of readers towards the overall article
covered. The targeted audience of this paper is the museums and its administrator in
which have been stated clearly on this report. The author use their own creativity to
explain about the research’s finding beyond the stages of merely reporting what other
says. All the words use is correct in its own area. The authors carefully check the
spelling, words, tables, citation, pages, bibliography, indentions, and capitalization to
give a quality report paper. In this report, the language used is based on the English
language standard. But, the authors not give details explanation about the variables
used in the analysis section. This article is published in established database’s
journal that is well-known. So, readers can reach to this article easily through the
database. All the reference lists that have been referred to during of this research
were cited correctly according to MLA style. Overall, the article is good and has
encompassing the topic greatly.