Survey says session2 rc

130000R31MAR2011Rosemary Clark/(210) 808-0285/[email protected] UNCLASSIFIED SLIDE 1 OF 12

And the Survey Says….

Presented at:

IMCOM Marketing SymposiumApril 2011

Rosemary ClarkChief, Marketing Research and Analysis


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


Why survey in the first place?

• Why do we survey?

• What are the benefits of doing surveys?

• A survey is a process

• Disadvantages of doing surveys


Survey Methodology: What you should know

• Survey Instrument

• Question Design

• Measurement Construct

• Response Rates

• Target Respondents• Convenience/Open Participation

• Sampling

• Census

SAFVI Response Rate: 28%LMS2005 Response Rate: 20%


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


Interpreting Findings

Rules of Thumb• Start with the methodology

• Understand any limitations

• Focus on the key findings first

• Ask – What is surprising?

• Use caution with small amounts of data

Do you remember the weather rock?


Survey of Army Families VI

Administration & Methodology• Survey administered February 2010

• Stratified sample by rank, and deployment status (non-military spouses)

• Spouses of Currently Deployed Soldiers

• Spouses of Deployed and Returned Soldiers

• Spouses of Not Deployed Soldiers

• Response rate of 28% (16,805 Usable Responses) 61:39 mail: online

• Respondents

• 97% Female; 83% White; 12% Black

• 14% Hispanic/Latino/Spanish origin

• 49% Completed some college but do not have bachelor’s degree


Survey of Army Families: Army Community Service Programs

Usage Used the most Change in Usage 2004/5 to 2010

Rated Most Important

Change in Most Important 2004/5 to

2010

Army OneSource (AOS) 46.2% R ê Income tax preparation 36.0% R ( Welcome packet 34.4% R ( Exceptional Family Member Program (EFMP) 19.7% ( ê Relocation AssistanceMilitary HOMEFRONT/Plan My Move

19.1% ê Ë

Lending Closet 14.0% ( Family support related to mobilization or deployment 12.8% ( ê Consumer Affairs Program/financial counseling 10.3% Ë Emergency Assistance 9.6% ê


Survey of Army Families: Morale Welfare & Recreation

Usage Used the most

Change in Usage 2004/5

to 2010Rated Most Important

Change in Most Important

2004/5 to 2010

Bowling, including pro shop and snack bar 62.5% R Ë Ë

Fitness Facilities 61.6% R Ë ê ËLibrary and Information Services 50.4% R ( ê (Information, Ticket and Registration 48.6% R Ë ê ËSwimming Pools 45.6% R ê ËGymnasium/Playing Courts/Fields 35.5% ( ËAutomotive Skills 15.5% ( (Music and Theater Programs 14.5% ( (Golf 14.5% ( Arts and Crafts Programs 11.2% ( Community Activity Recreation Centers 9.9% ( Full Club Dining and Beverage Services 7.1% ( Outdoor Recreation Areas 30.6% ËRecreation Equipment Rental 17.5% Ë


Survey of Army Families

20.4%

18.5%

25.5%

14.1%

15.8%

50.1%

53.4%

16.7%

20.8%

25.6%

25.8%

29.7%

30.0%

51.7%

0% 20% 40% 60% 80% 100%

Fliers

MWR publications

Bulletin boards on post

Internet web sites

Email

Post newspaper

Friends and neighbors

2010

2004/5

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


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

2.5%

10.7%

6.7%

1.6%

12.2%

9.5%

12.0%

12.6%

2.0%

4.7%

4.7%

8.1%

8.3%

8.9%

9.0%

9.6%

0% 20% 40% 60% 80% 100%

Installation orientation

DoD radio/TV (i.e., AFN orinstallation cable)

Command and Staff spousemeetings

Army OneSource (AOS)

Welcome packets

Other

Marquees/billboards(including electronic)

My children/children's school

2010

2004/5


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?

Survey says session2 rc

Documents

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