Market Outreach Survey
October 21, 2022
Table of contents:
1. Overview
2. Data Collection Method
3. Results
a. Demographics
b. Completion
c. Outreach effectiveness
4. Summary
5. References
Overview
The purpose of this study
To understand which marketing outreach methods are
viewed as effective by those performing the outreach
and those consuming the marketing messages.
Why do we care about this?
Sometimes as marketers we assume we know which
marketing methods are effective without verifying with
the consumers. We were curious about whether there
was a delta between the perceived effectiveness by the
marketer and perceived effectiveness by consumer.
Data Collection Method:
Respondents were asked about:
- Demographics
- outreach preferences, and
- business-related information
Time allotted to complete survey: 2 hours
Results
Demographics
25 and 34
as “White”
as “Asian” or “Asian American”
status as “married”
$25K and $75K
Completion
Completion count
171
Survey responses within
24 hours.
Completion persentage
94%
Average minutes spent
per assignment.
Completion time
32
Average % of the survey
completed by respondents.
Results:
Outreach Effectiveness
Effectiveness of outreach methods
when conducting outreach
% that rated each outreach method
as the most effective
64.33%
E M A I L
59.65%
S O C I A L M E D I A
9.94%
S E O
Effectiveness of outreach methods
when receiving outreach
% that rated each outreach method
as the most effective
54.39%
E M A I L
45.03%
S O C I A L M E D I A
10.53%
S E O
Comparison of effectiveness of outreach
methods toward self and others
Email was the only outreach
method where statistical
differences were found
between effectiveness ratings
for self and others
64.33%
% that rated each email as
most effective toward others
45.03%
% that rated each email as
most effective toward self
Comparison of effectiveness of outreach methods toward
self and others
Absolute ratings of effectiveness,
scale of 1-5
Average rating of effectiveness
across outreach methods
3.11
Summary
1. Certain outreach
methods are superior
to others
Mobile, Email, and Social Media
should be prioritized when
conducting marketing research,
as these were rated as the
most effective.
2. The most effective outreach
methods share several
characteristics
The outreach methods rated as the
most effective are tech-based,
rapid, and inexpensive.
3. Generally, people think
outreach methods are equally
as effective when used toward
themselves or others
Of 11 comparisons, only Email was
significant. Overall, people thought the
outreach methods worked equally
well on themselves and others.
What are the
limitations of this study?
We decided to use MTurk for our data collection due to its efficiency and
cost-effectiveness. However, limitations of MTurk include the possibility of demand
characteristics1, sampling bias2, and practice effects.
These limitations should be taken into account when interpreting the results of this study.
Goodman et al., 2017
Keith et al., 2017
References
“Comparing the Reliability of Amazon Mechanical Turk and Survey Monkey to Traditional Market Research Surveys.”
Proceedings of the 2017 CHI Conference Extended Abstracts on Human Factors in Computing Systems, 2017.
https://doi.org/10.1145/3027063.3053335.
“Crowdsourcing Consumer Research.”
Journal of Consumer Research 44 (2017): 196-210.
“Systems Perspective of Amazon Mechanical Turk for Organizational Research: Review and Recommendations.”
Frontiers in Psychology 8 (2017).
https://doi.org/10.3389/fpsyg.2017.01359.
Thank you.
Please contact Stage Marketing with any inquiries. A complete list
of the survey questions is available upon request.