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

4. What are the benefits of doing surveys?

5. A survey is a process

7. Question Design

8. Measurement Construct

9. Response Rates

10. Target Respondents

11. Convenience/Open Participation

12. Sampling

13. CensusSAFVI 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

16. Understand any limitations

17. Focus on the key findings first

18. Ask – What is surprising?

19. Use caution with small amounts of dataDo you remember the weather rock?

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

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?