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  • 1. And the Survey Says….
    Presented at:
    IMCOM Marketing Symposium
    April 2011
    Rosemary Clark
    Chief, Marketing Research and Analysis
  • 2. 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
  • 3. Why survey in the first place?
    • Why do we survey?
    • 4. What are the benefits of doing surveys?
    • 5. A survey is a process
    • 6. Disadvantages of doing surveys
  • Survey Methodology: What you should know
    • Survey Instrument
    • 7. Question Design
    • 8. Measurement Construct
    • 9. Response Rates
    • 10. Target Respondents
    • 11. Convenience/Open Participation
    • 12. Sampling
    • 13. Census
    SAFVI Response Rate: 28%
    LMS2005 Response Rate: 20%
  • 14. 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
  • 15. Interpreting Findings
    Rules of Thumb
    • 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
    Do you remember the weather rock?
  • 20. Survey of Army Families VI
    Administration & Methodology
    • 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
  • Survey of Army Families: Army Community Service Programs
  • 30. Survey of Army Families: Morale Welfare & Recreation
  • 31. 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
  • 32. 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
  • 33. 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?