fbevent

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

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:

# of questions: 21

Respondents were asked about:

  • Demographics
  • outreach preferences, and
  • business-related information



Time allotted to complete survey: 2 hours

Results

Demographics

60.67%
60.67%
Respondents between the ages of
25 and 34
85.5%
85.5%
Respondents younger than 45
34.14
34.14
Average age of respondents
78.36%
78.36%
Respondents indicating their ethnicity
as “White”
14.6%
14.6%
Respondents indicating their ethnicity
as “Asian” or “Asian American”
61.31%
61.31%
Male respondents
74.23%
74.23%
Respondents reporting their relationship
status as “married”
96.49%
96.49%
Working full time
60.95%
60.95%
Annual household income between
$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

limitations-of-this-study

References

Bentley, Frank R., Nediyana Daskalova, and Brooke White.
“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.
Goodman, Joseph K. and Gabriele Paolacci.
“Crowdsourcing Consumer Research.”
Journal of Consumer Research 44 (2017): 196-210.
Keith, Melissa G., Louis Tay, and Peter D. Harms.
“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.