DataDriven Strategies Questionnaire Content

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Data-Driven StrategiesQuestionnaire Content
Design
National Association of Wholesaler-Distributors
January 28, 2008
Michael Sherman, Ph.D., CAE
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Outline

• 7 Measures Methodology
• Data-Driven Strategies
• Research Tools
• Response Rates
• Questionnaire Design
• Incentives

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Outline

• Review of Surveys Questions
• General
• Demographics
• Content
• Rating Scales
• Ranking
• Lists
• Format
• Golden Rules of Surveys

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What Remarkable Associations Do That Others Dont
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• Measure 3
• Data-Driven Strategies

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• Data, Data, Data
• Gather
• Analyze
• Use

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• Research Tools
• Member Needs Surveys
• Meeting Evaluations
• Readership Surveys
• Customer Service Metrics
• Exit Surveys

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• Research Tools
• Educational Needs Assessments
• Government Affairs Priorities
• Financial Performance
• Web Metrics
• Meeting Statistics

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• Response Rates
• 15-50 Typical
• Declining
• Respondents should be representative
• Good questions encourage good response

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• Questionnaire Design
• State purpose
• Time required
• Confidentiality
• Minimize burden
• Avoid open-ended
• Online follow up often

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• Incentives
• Drawings
• Discounts
• Donations

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Review of Surveys Questions
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• General

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• Demographics

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• Content

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• Rating Scales

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• Ranking

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• Lists

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• Format

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Golden Rules of Surveys

• Dont ask if you dont want to know the answer.
• Dont ask if you are not willing to make changes.
• Dont use a survey to promote products/services.
• Dont survey if the report is destined for the
  shelf.
• Dont ask for more than you need.

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