AC-Tech - Project 3. Market Research - Telephone Interviews or Online Surveys
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My selection for the Toastmasters' Advanced Communicator Bronze program: Technical Presentations. Project 3. Market Research - Telephone interviews or online surveys
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AC-Tech - Project 3. Market Research - Telephone Interviews or Online Surveys
- 1. THE TOASTMASTERS Technical Presentations #3 The Non-Technical Audience 10 to 12 minutes Advanced Communication Series - Technical Presentations, Project 3 www.toastmasters.orgToastmasters Zug – Marcel Brussee
- 2. www.toastmasters.org Market Research - Telephone interviews or online surveys? Toastmasters Zug – Marcel Brussee
- 3. www.toastmasters.org Why Market Research? Toastmasters Zug – Marcel Brussee • Identify potential customers • Understanding your existing customers • Identify business opportunities
- 4. www.toastmasters.org Limitations of Market Research Toastmasters Zug – Marcel Brussee
- 5. www.toastmasters.orgToastmasters Zug – Marcel Brussee CATI: Computer Assisted Telephone Interviewing CAWI: Computer Assisted Web Interviewing CAPI: Computer Assisted Personal Interviewing Some methods of Market Research
- 6. www.toastmasters.org Advantages vs. CAWI • Large scale accessibility in many countries • Mobile connectivity still growing • Quality control (Interviewer administration) Toastmasters Zug – Marcel Brussee CATI - Organisational Disadvantages vs. CAWI • Time consuming • Smaller sample sizes • More expensive • No visual aids • Open ended responses • Availability of respondents • Interviewer’s influence • Accents, dialects
- 7. www.toastmasters.org Advantages vs. CAWI • Bigger population • Professional interviewers • Explanation • Elaboration Toastmasters Zug – Marcel Brussee CATI - Methodological Disadvantages vs. CAWI • Scaling • More towards extremes • Lower response rates
- 8. www.toastmasters.org Advantages vs. CATI • Lower costs • (Audio-) Visual aids possible • Respondent decides when • Reliable (less socially desired responses) Toastmasters Zug – Marcel Brussee CAWI - Organisational Disadvantages vs. CATI • Internet penetration • Representativeness of population • Computer literacy • Connection speeds • Unreceptiveness to completing questionnaires online
- 9. www.toastmasters.org Advantages vs. CATI • Larger samples possible • Mobile devices: SMS and email • Quicker, so more questions possible • Intermediate analysis Toastmasters Zug – Marcel Brussee Disadvantages vs. CATI • More towards mean • External panel • Lower response rates CAWI - Methodological
- 10. www.toastmasters.org Selection of methodology • Desired target group / sample size • Availability of phone numbers / email addresses • Need for visual aids • Open questions, need to elaborate? • Qualitative / quantitative Toastmasters Zug – Marcel Brussee CONCLUSION
- 12. THANK YOU
Editor's Notes
- Brief explanation: What is market research? Why is it done? What are limitations? Give example of one purpose
- Steve Jobs: A lot of times, people don’t know what they want until you show it to them.
- Toastmasters International Where Leaders Are Made - will be the tagline moving forward. Different from a theme, this is an enduring message of who we are today. It will not change from year to year. “In order to accomplish our mission, Toastmasters members, clubs and districts must provide one single, consistent message that demonstrates what Toastmasters is and what we offer the world.” – Toastmasters International President Michael Notaro, DTM For many years, Toastmasters has been synonymous with public speaking, However the powerful combination of strengthening one’s competence in communication and building leadership skills through participation in Toastmasters is what differentiates Toastmasters International from other skill-building programs. The new official tagline, “Where Leaders Are Made,” reflects this synergy between communication and leadership. Toastmasters training helps members build their competence in communication so they can gain the confidence to speak effectively and lead others. It is important that we all understand what this tagline means. It is not intended to summarize the entire member experience; rather, it represents what differentiates Toastmasters. It tells members and potential members what makes Toastmasters different from any other option they could choose to grow their communication and leadership skills. By consistently implementing this tagline along with the supporting brand positioning messages and imagery, you convey to the world that Toastmasters owns that place where members join and gain confidence in public speaking and communication. That confidence often gives them the strength to lead. Regardless of whether a Toastmaster has chosen to become a leader or not, but the mere fact that they are strong, clear and confident communicators, they are often naturally sought out as mentors, advisors and leaders.
- Thanks for your time, I’d like to conclude this presentation and answer any questions you may have. For those questions I cannot answer I’ll direct the inquiries to World Headquarters – brand@toastmasters.org.