Successful Surveys: How will the results be used?

by Jenny on August 21, 2013 Comments Off on Successful Surveys: How will the results be used?

After writing the post Successful Surveys: Ask the Right Questions, [a discussion of how to keep survey research efforts organized, calculated, and focused through an initial introspection process] it was clear that each individual point could use supplementary insight supporting its value and explaining its practice. Over the following weeks, we will address each question independently in an effort to provide a deeper understanding therein. First we will cover the jump-off question, “How will the results be used?” Consider the following which discusses an ongoing research effort conducted by the National Football League in relation to the big-picture concept of generating a successful survey instrument:

The National Football League continues to develop its Research and Fan Insights Department. Recent years have seen the evolution of several independent, integrated research efforts providing a valuable overview of the NFL’s target market. Desired respondents, those who indicated they are “avid” NFL fans, were included in a study which produced insights as to the effectiveness and perceived importance of existing marketing/promotional efforts by official league sponsors.

The purpose of the study was to identify which sponsors made the biggest impact on the average NFL fan and whether or not it motivated consumption-based action(s). This information would be distributed to corporate sponsors, corporate partners, and relevant stakeholders. Here, the League established how the results were to be used in a manner that could be clearly explained to others. The resulting data collected would be helpful in sponsor acquisition, determining advertising spots, etc.

Survey questions were focused on:

  • Awareness of league sponsors
  • Likelihood of recommending league sponsors
  • Level of conscious support for league sponsors

The initial breakdown of information desired, and its use thereafter, offered a framework through which the survey cues themselves could be generated. Thus ensuring the survey was on point with the purpose of the research project overall.

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Jenny Dinnen is President of Sales and Marketing at MacKenzie Corporation. Driven to maximize customer's value and exceed expectations, Jenny carries a can-do attitude wherever she goes. She maintains open communication channels with both her clients and her staff to ensure all goals and objectives are being met in an expeditious manner. Jenny is a big-picture thinker who leads MacKenzie in developing strategies for growth while maintaining a focus on the core services that have made the company a success. Basically, when something needs to get done, go see Jenny. Before joining MacKenzie, Jenny worked at HD Supply as a Marketing Manager and Household Auto Finance in their marketing department. Jenny received her undergrad degree in Marketing from the University of Colorado (Boulder) and her MBA from the University of Redlands.

JennySuccessful Surveys: How will the results be used?