The media survey allows the association to measure members satisfaction with each media channel's content and format, logistics of receiving and sharing the publication, appropriateness of frequency, preferences for future articles, and overall satisfaction with the association's media.
In addition, the association may ask survey participants to rate various publications for their newsworthiness, applicability, timeliness, credibility, and look/design. Some associations may also ask members about their preferred method of receiving various information and updates (mail/web/podcast, email, and other online opportunities), various demographics, and whether they will renew their subscriptions.
Most association publications are looking to attract new advertisers. You can help by providing the kind of relevant information needed to sway them to yours. So choose a media survey as part of your research program to increase member/reader satisfaction as well as advertising revenue.
(3) THE CONVENTION SURVEY
Everything that your association has accomplished comes into sharp focus at convention time. Large groups of members, along with leaders in the field, are gathered together to chart the future of your organization and your industry. This gives you a perfect opportunity to poll them on their thoughts, feelings, and attitudes.
You then have a larger choice of research methods, from on-site interviews at the convention (personal interviews or focus groups) to post-convention surveys (written questionnaires by mail/Internet or telephone interviews).
You even have the opportunity to find out what members think about the convention itself. Do they like the location, size, theme, topics, speakers, even the entertainment and accommodations? When you think about how much your organization spends at convention time, doesn’t it make sense to invest in a little research to make sure everything comes out just right?
(4) ISSUE FEEDBACK SURVEY
When you begin to speak about the issues facing your association, you can be sure that emotions among members will run high. Changes in government policies, social attitudes, economics, even world events can evoke strong reactions. It’s important for today’s association managers to separate facts from feelings and get a grass roots understanding of your members’ attitudes.
