Mktg survey says

And the Survey Says….
Presented at:
IMCOM Marketing Symposium
April 2011
Rosemary Clark
Chief, Marketing Research and Analysis

Agenda
Overview of Survey Research
Convenience vs. Sampling
Interpreting Survey Findings
Survey of Army Families: An Overview of Family and MWR Findings
Questions
SLIDE 2 OF 13

Why survey in the first place?
Why do we survey?
What are the benefits of doing surveys?
A survey is a process
Disadvantages of doing surveys

Survey Methodology: What you should know
Survey Instrument
Question Design
Measurement Construct
Response Rates
Target Respondents
Convenience/Open Participation
Sampling
Census
SAFVI Response Rate: 28%
LMS2005 Response Rate: 20%

Sampling – An Illustrative Example
Question:
Would LinkedIn be a good social media tool to network with other Family and MWR Marketing Directors?
Step #1 Define the population
Step #2 Group 1 – Convenience sample
Step #3 Group 2 – Random sample

Interpreting Findings
Rules of Thumb
Start with the methodology
Understand any limitations
Focus on the key findings first
Ask – What is surprising?
Use caution with small amounts of data
Do you remember the weather rock?

Survey of Army Families VI
Administration & Methodology
Survey administered February 2010
Stratified sample by rank, and deployment status (non-military spouses)
Spouses of Currently Deployed Soldiers
Spouses of Deployed and Returned Soldiers
Spouses of Not Deployed Soldiers
Response rate of 28% (16,805 Usable Responses) 61:39 mail: online
Respondents
97% Female; 83% White; 12% Black
14% Hispanic/Latino/Spanish origin
49% Completed some college but do not have bachelor’s degree

Survey of Army Families: Army Community Service Programs

Survey of Army Families: Morale Welfare & Recreation

Survey of Army Families
At your current location, how do you usually find out about the Army programs and services available for Army Families?Spouses of Not Deployed Soldiers

Summary
Understand impact of statistical sampling or convenience surveys on interpreting the findings
Gain understanding of recent survey findings as they related to Family and MWR programs including Survey of Army Families (SAFVI)
QUESTIONS?

Mktg survey says

by creativesvs on May 02, 2011

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Mktg survey says Presentation Transcript