AboutAlex J. Caffarini Expertise I can answer questions on any of the following:
* Determining the best marketing research method for your needs;
* Conducting surveys (including questionnaire design);
* Measuring the effectiveness of marketing promotions;
* Determining market size or market share;
* Data analysis;
* Statistical modeling;
* Sales or business forecasting; and
* Market segmentation.
Experience I have 15 years of marketing research experience across several different industries, including banking, insurance, retail, and non-profit.
Organizations American Marketing Association
Education/Credentials M.B.A. in Marketing and Quantitative Methods, and B.B.A. in Economics, both from Loyola University Chicago.
Question Dear Alex,
I am in the process of designing a survey (you can see it at http://www.surveymonkey.com/s.aspx?sm=6_2fgA2wR8KErLy5e7qhMRRA_3d_3d). Optimally, I am trying to target young managers (18 to 35) from all industries who are 'new to the job' (less than one year). 100 quality responses would be great. But how do I find my young managers? - They usually work hard/long hours and are not members of social networking sites. Should I go to their place of work directly?
Of course, I am on a budget here... Do you have any fun ideas where and how I can find NYMs?
Thank you very much for your help.
anna
Answer Dear Anna,
I would recommend using a convenience or referral sample - one where you can network to get the people you need to take your survey. You find new managers and ask them if they can refer other new managers they know.
There is a key drawback to using a referral sample: it is not a probability sample, so it will not be representative of all young managers, and any statistical analysis on the findings will be meaningless. Instead, you will have to use your results for qualitative information or directional insights. However, in your case, the time and money constraints you are facing make this alternative the most expedient.
Actually, an increasing number of young managers do join social networking sites. I would try the professional networking sites like LinkedIn first. Post a question inviting young professionals meeting your sample criteria to go to a web page opting into the survey. You can employ similar sample recruiting techniques on sites like Facebook and MySpace, as well as on your website and blog (if you have one).
Once you have your list, administer your survey, and have a question on it asking respondents if they would be willing to participate in future surveys. This way, you don't have to reinvent the wheel trying to find executives to survey in the future. You might offer an incentive (free e-newsletters, token prizes for completing surveys, etc.).
In these days of heightened security, as well as executives being busier due to downsizing, visiting their workplaces without an invitation can be trouble.
Anna, as an aside to the above, I looked at your questionnaire and you might want to rework some of your questions as well as the order in which they are asked. I do not know the objective of your survey, so I cannot be more specific right now. But you can find some very helpful marketing research tips on my blog at: www.analysights.wordpress.com, and you can download my free report, "10 Costly Marketing Research Mistakes (and How to Avoid Making Them)," from http://analysights.com/InsightCentral.aspx.
Simply register on the Insight Central page, and you will be kept informed when new tips on marketing research are posted.
Anna, I wish you the very best; let me know if I can answer any further questions.
