Connections - Winter 2015 - (Page 14)

> MEMBER GETTING BACK TO BASICS SURVEYS: OVER THE YEARS of presenting research workshops to association executives, the same basic questions seem to be raised in almost every workshop. This article provides answers to those commonly asked questions. What size sample do I need? Researchers will draw a sample, instead of contacting each member of the population, when they want to save time and/or money. When using an online survey, we recommend contacting the entire population, since the time and money involved is the same for the entire membership as it is for a sample. Surveying all members gives everyone the opportunity to offer their opinions, exposes all members to the marketing effects 14 Wint er 15 of the survey, and produces more completed surveys. When you contact all members you eliminate sampling bias and eliminate the need to oversample small segments of your membership. If you are collecting data via telephone and you have no experience from previous telephone studies, start with an estimated response rate of 50 percent. If you are planning a mail survey, use an estimated response rate of 10 percent. How many completed surveys do I need for statistical significance? The confidence level that is typically used in social science research is 95 percent. A level of precision of ±5 percent at 95 percent confidence can be BY LARRY J. SEIBERT, PH.D. achieved with 383 responses, if you have 100,000 members or more. Smaller associations would need fewer completed surveys to achieve the same level of precision (example: 357 completed surveys are needed for an association with 5,000 members). When analyzing responses by demographic characteristic, 30 respondents per segment are recommended. How long can my survey be? Survey length is critical, because the longer the survey, the more likely it is that respondent fatigue will set in, resulting in less thought being put into questions later in the survey, and increasing the likelihood that respondents will abandon the survey. A rule

Table of Contents for the Digital Edition of Connections - Winter 2015

Message from the Chair
GSAE News & Events
New Members
Improve Outcomes with Data-Driven Decisions
Member Surveys: Getting Back to Basics
Your Data Tells You What Members Want; Use It
Hacking for Your Mission
GSAE Presents Annual Awards
GSAE events
Destination Planner: Meet Charleston
Choices: The Data Are In?
Index of Advertisers

Connections - Winter 2015