A Guide To Non User Surveys Wednesday 23 April

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A Guide To Non User SurveysWednesday 23 April

• Presented by
• Dr David Brooks,
• Ashbrook Research Consultancy Ltd

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Presentation Structure

• Why undertake Non User Surveys?
• Who are Non Users?
• What information can be gathered from Non Users?
• How can information be gathered?
• How many people should be interviewed?
• What will it all cost?
• What can you do with the results?

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Why Undertake Non User Surveys?
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• Finding out the characteristics of Non Users
• Determining why Non Users are not using your
  facilities and services
• Determining what would encourage Non Users to use
  your facilities and services
• Informing strategy, policy, service, facility
  marketing and promotion development
• Tracking Non Users through time

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Who Are Non Users?
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• Excluded from interview process

• Any use of your facilities and services in the
  last year
• Use of any aspect of your facilities and services
  more than 4 times in the last year

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What Information Can Be Gathered From Non Users?
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Physical Activity/Exercise Profile

• Extent of physical activity/exercise over
  previous month
• Desire to undertake more physical
  activity/exercise
• Reasons for wanting to undertake more physical
  activity/exercise
• Main factors preventing more physical
  activity/exercise
• Reasons for not wanting to undertake more
  physical activity/exercise

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Private Leisure Recreation Facility Profile

• Use of private leisure and recreation facilities
• Reasons for using/preference for private leisure
  and recreation facilities

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Awareness Potential Use Of Facilities

• Awareness of you as a provider
• Awareness of your leisure activities and services
  
• Interest in your leisure activities and services
• Extent to which activities and services are
  desired that are not currently provided by you
• Factors that would increase likelihood of use of
  your leisure and recreation facilities

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Advertising Promotion Activities

• Recognition of logos generic and specific
• Recall of advertising and promotional activities
  both overall and specific
• Perceived effectiveness of potential promotion
  activities
• Type of newspapers that should be used for
  advertisements or articles
• Locations where leaflets and posters should be
  available

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Advertising Promotion Activities (contd)

• Radio stations that should be used for
  advertisements

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Internet Profile

• Access to/use of the internet at home or work
• Use of the internet to access information
  regarding sport and recreation facilities
• Type of information regarding sport and
  recreation facilities that is sourced on the
  internet
• Likelihood of using the internet to source
  information about leisure and recreation
  facilities in future
• Interest in specific e-marketing/promotional
  activities

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How Can The Information Be Gathered?
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• Telephone interviews low response rates, high
  cost, concerns re accuracy/ representativeness/rob
  ustness of data gathered
• Postal self-completion exercises not costly to
  administer but low response rates raising
  concerns with regard to accuracy/
  representativeness/robustness of any data
  gathered

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• Electronic surveys could be administered through
  website or e-mailing to designated e-mail
  addresses, therefore not costly but responses
  rates (particularly to non user surveys) very
  low, therefore, once again, giving rise to
  concerns with regard to accuracy/representativenes
  s/robustness of any data gathered

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• Face to face interviews low refusal rates,
  opportunity to derive a random sample of
  respondents, ability to apply quality control
  procedures re respondent selection and
  questionnaire quality

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How Many People Should Be Interviewed?
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• Number of building blocks will determine sample
  size e.g. areas for which you are responsible
• Number of interviews in each area must provide
  sufficiently accurate information
• The greater the sample size, the greater the
  ability to interrogate data e.g. on the basis of
  gender, age, place of residence, socio-economic
  group etc.
• Each building block should have a minimum of
  250-400 interviews

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What Will It All Cost?
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• Basic non user surveys could be conducted for
  less than 5,000 limited sample size and limited
  ability to interrogate data
• Typical non user surveys more likely to cost in
  the region of 10,000-15,000

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What Can You Do With The Results?
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• Results should inform development of strategy,
  policy, service, facility, marketing and
  promotion
• Tracking of outcomes through time to monitor
  impact of changes made, profile of non users etc.
  
• Effectiveness of developments regarding services,
  facilities, promotional activities, marketing
  activities and strategies should be reviewed
  through time every 3-5 years

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• Quantitative information can be supplemented by
  qualitative information (through focus groups)