CESSE Annual Meeting 2011 - Research as a Catalyst for Sound Association Decision Making
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CESSE Annual Meeting 2011 - Research as a Catalyst for Sound Association Decision Making

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Research as a Catalyst for Sound Association Decision Making presentation given by Jodie Slaughter, FASAE at the CESSE Annual Meeting in July 2011

Research as a Catalyst for Sound Association Decision Making presentation given by Jodie Slaughter, FASAE at the CESSE Annual Meeting in July 2011

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CESSE Annual Meeting 2011 - Research as a Catalyst for Sound Association Decision Making CESSE Annual Meeting 2011 - Research as a Catalyst for Sound Association Decision Making Presentation Transcript

  • Research as a Catalyst for Sound Association Decision Making
  • Today’s Topics
    • Research 101 – benefits, applications, definitions
    • Research you can conduct yourself with no/little budget
    • When to call in a professional
    • Research in Action: Lessons learned by a mid-sized CESSE member
  • Correctly done…
    Research:
    • Gives members a voice
    • Allows you to hear from new audiences
    • Validates or contradicts whims and curtails lurching
    • Surfaces new product ideas/unmet needs
    • Provides insights on competitors
    • Tests ideas and assumptions 
    • Determines product/service pricing, positioning and distribution
    • Monitors performance and member satisfaction
  • Research 101
    The First Step in
    Successful Research
  • Research 101—Definitions
    Primary research: Collecting data that doesn’t already exist
    Secondary research: Collecting data that already exists
    Qualitative: Deeply descriptive and anecdotal information
    Quantitative: Findings that can be expressed numerically and applied to confidence intervals (statistical reliability)
  • Research 101
    Qualitative Research
    +Quantitative Research
    =Sound Research
  • Research You Can Do Yourself
    No Money…No Problem
  • Research You Can Do Yourself
    • Secondary research
    • Electronic survey instruments*
    • Distribute questions to market-facing staff and volunteers
  • When do you need a professional?
  • CESSE Member Mini-Case Study
    Budget: ~ $6,000,000
    Members: 5,862 – 6,120 (20% growth in corporate)
    Why: New exec loves data, needed myth-busting and voices from broader audiences, never did it before
    What: 69 interviews, two focus groups, electronic survey (19.5% response rate), enviro scan
    When: Late 2007
    What’s next: Repeating in 2011
  • CESSE Member Mini-Case Study
    Surprises in the Data
    • Members much less conservative than leaders
    • Very small (older) segment revered sacred cows
    • Time-consuming and potentially troublesome elections were not necessary
    • Academics had been over-represented in association decisions
    • Myths about corporate members were disproved
  • CESSE Member Mini-Case Study
    Forced Choice Method
    • A departure from typical scale-based methods
    • Effective when contemplating key decisions
    • Major change
    • Strategic planning
    • Program development
    • Must be informed by qualitative phase
    • Seeks a measure of “practical significance”
    • Allows for segment-specific solutions
  • CESSE Member Mini-Case Study
  • CESSE Member Mini-Case Study
    In their own words:
    “As a result of the information we gained from the survey, we were able to better identify our current audience as well as identify our potential audience and in one short year we were able to increase our total membership by 3%. “ 
    Megan Bricker
    Director, Marketing & Membership Services
  • Thank youJodie Slaughter, FASAEjslaughter@mckinley-advisors.com
  • “If there is one phrase that sets remarkable associations apart from their counterparts, it’s “Data, data, data.. [In remarkable associations, ] whether qualitative or quantitative, research is always put to use, not put on the shelf.”
    -7 Measures of Success – What Remarkable Associations Do that Others Don’t
  • Do you want to be remarkable?