The Agency Outreach Chicago: Customer Satisfaction

The qualitative research proposed in the previous assignment on the agency Outreach Chicago can be further disclosed using methods of conceptualization and operationalization. The study hypothesized that Outreach Chicago provides essential supplies for its clients and meets their expectations. To formulate the research problem better, it is essential to state that homeless people that receive various help and services from companies such as Outreach Chicago, most of the time are not fully heard of. The demands of homeless people and those of marginalized groups might be widespread, and aid services usually provide essential goods, a certain amount of food, and hygiene products. However, it would be interesting to hear from the receiving part and ask them what they think about the aid, if it meets their expectations, and helps them a lot in everyday life.

Thus, the research will focus on the identification of general satisfaction of Outreach Chicago’s clients to make the company’s service better. General satisfaction will be estimated by the list of goods the customer finds necessary, the list of goods the customer expects to have or lacks. Additionally, the estimation by the customer of the Outreach Chicago service will be in percentage from 0% to 100%. The study will use primary resources by gathering data from the customers using an interview method.

The dependent variable in this study is customer satisfaction which is operationally defined as their subjective estimations of the company’s service from 0% to 100% together with their lists of necessary goods they have already received, and they wish to receive. The independent variable in the study is essential supplies, which are operationally defined as the supplies that are major and the most frequently requested and needed by homeless people and other customers. The variables are ordinal as they can be categorized and ranked in order, but there are no intervals between the ranking and no true zero point (Adler & Clark, 2015). Measuring validity and reliability in qualitative research is hard as it is not based on scientific criteria. The data gathered from the customers is subjective; however, these factors can still be measured. Validity can be estimated in interviews by asking participants questions based on their understandings of truth, social scientific concepts, and practical issues (Hayashi, Abib & Hoppen, 2019). Reliability can be measured by the total number of customers that were interviewed. Then, the data gathered will reflect the average satisfaction from the agency Outreach Chicago.


Adler, E. S., & Clark, R. (2015). An invitation to social research: How it’s done (5th ed.). Cengage Learning.

Hayashi Jr, P., Abib, G., & Hoppen, N. (2019). Validity in qualitative research: A processual approach. The Qualitative Report, 24(1), 98-112.

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