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Survey says session2 rc
Survey says session2 rc
Survey says session2 rc
Survey says session2 rc
Survey says session2 rc
Survey says session2 rc
Survey says session2 rc
Survey says session2 rc
Survey says session2 rc
Survey says session2 rc
Survey says session2 rc
Survey says session2 rc
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Survey says session2 rc

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  • 1. And the Survey Says….<br />Presented at: <br />IMCOM Marketing Symposium<br />April 2011<br />Rosemary Clark<br />Chief, Marketing Research and Analysis<br />
  • 2. Agenda<br />Overview of Survey Research<br />Convenience vs. Sampling<br />Interpreting Survey Findings<br />Survey of Army Families: An Overview of Family and MWR Findings<br />Questions<br />SLIDE 2 OF 13<br />
  • 3. Why survey in the first place?<br /><ul><li> Why do we survey?
  • 4. What are the benefits of doing surveys?
  • 5. A survey is a process
  • 6. Disadvantages of doing surveys</li></li></ul><li>Survey Methodology: What you should know<br /><ul><li> Survey Instrument
  • 7. Question Design
  • 8. Measurement Construct
  • 9. Response Rates
  • 10. Target Respondents
  • 11. Convenience/Open Participation
  • 12. Sampling
  • 13. Census</li></ul>SAFVI Response Rate: 28%<br />LMS2005 Response Rate: 20%<br />
  • 14. Sampling – An Illustrative Example<br />Question:<br />Would LinkedIn be a good social media tool to network with other Family and MWR Marketing Directors?<br />Step #1 Define the population<br />Step #2 Group 1 – Convenience sample<br />Step #3 Group 2 – Random sample<br />
  • 15. Interpreting Findings<br />Rules of Thumb<br /><ul><li> Start with the methodology
  • 16. Understand any limitations
  • 17. Focus on the key findings first
  • 18. Ask – What is surprising?
  • 19. Use caution with small amounts of data</li></ul>Do you remember the weather rock?<br />
  • 20. Survey of Army Families VI<br />Administration & Methodology<br /><ul><li> Survey administered February 2010
  • 21. Stratified sample by rank, and deployment status (non-military spouses)
  • 22. Spouses of Currently Deployed Soldiers
  • 23. Spouses of Deployed and Returned Soldiers
  • 24. Spouses of Not Deployed Soldiers
  • 25. Response rate of 28% (16,805 Usable Responses) 61:39 mail: online
  • 26. Respondents
  • 27. 97% Female; 83% White; 12% Black
  • 28. 14% Hispanic/Latino/Spanish origin
  • 29. 49% Completed some college but do not have bachelor’s degree</li></li></ul><li>Survey of Army Families: Army Community Service Programs<br />
  • 30. Survey of Army Families: Morale Welfare & Recreation<br />
  • 31. Survey of Army Families<br />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<br />
  • 32. Survey of Army Families<br />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<br />
  • 33. Summary<br />Understand impact of statistical sampling or convenience surveys on interpreting the findings<br />Gain understanding of recent survey findings as they related to Family and MWR programs including Survey of Army Families (SAFVI)<br />QUESTIONS?<br />

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