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.