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Survey says session2 rc

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Survey says session2 rc

  1. 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. 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. 3. Why survey in the first place?<br /><ul><li> Why do we survey?
  4. 4. What are the benefits of doing surveys?
  5. 5. A survey is a process
  6. 6. Disadvantages of doing surveys</li></li></ul><li>Survey Methodology: What you should know<br /><ul><li> Survey Instrument
  7. 7. Question Design
  8. 8. Measurement Construct
  9. 9. Response Rates
  10. 10. Target Respondents
  11. 11. Convenience/Open Participation
  12. 12. Sampling
  13. 13. Census</li></ul>SAFVI Response Rate: 28%<br />LMS2005 Response Rate: 20%<br />
  14. 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. 15. Interpreting Findings<br />Rules of Thumb<br /><ul><li> Start with the methodology
  16. 16. Understand any limitations
  17. 17. Focus on the key findings first
  18. 18. Ask – What is surprising?
  19. 19. Use caution with small amounts of data</li></ul>Do you remember the weather rock?<br />
  20. 20. Survey of Army Families VI<br />Administration & Methodology<br /><ul><li> Survey administered February 2010
  21. 21. Stratified sample by rank, and deployment status (non-military spouses)
  22. 22. Spouses of Currently Deployed Soldiers
  23. 23. Spouses of Deployed and Returned Soldiers
  24. 24. Spouses of Not Deployed Soldiers
  25. 25. Response rate of 28% (16,805 Usable Responses) 61:39 mail: online
  26. 26. Respondents
  27. 27. 97% Female; 83% White; 12% Black
  28. 28. 14% Hispanic/Latino/Spanish origin
  29. 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. 30. Survey of Army Families: Morale Welfare & Recreation<br />
  31. 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. 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. 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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