IMC 611 Proposed Survey Method for Trout Unlimited (Week 5 Assignment)

RUNNING HEAD: Proposed Survey Method for Trout Unlimited p. 1

Proposed Survey Method for Trout Unlimited

Stephanie Marchant

West Virginia University


According to Trout Unlimited (TU) there are 2,600 female members as of March 9, 2014.

(Trout Unlimited, 2014) The following research problems have been identified to address

through quantitative surveys:

Why did current female members join TU?

Research Problem: Determine the interest level with current female members versus

non-members.

How many female TU members are active in the organization and renew

membership?

Research Problem: Evaluate membership participation and renewals and compare

male and female memberships.

What can be done to increase female membership in TU?

Research Problem: Assess the probable market size and share of female anglers and

enthusiasts.

One of the biggest problems in conducting a quantitative survey is the low response rate.

One of the best ways to ensure an adequate response rate in a quantitative survey is to have a

member of the research team administer the survey, either in person, via the telephone or via the

internet. This will help to ensure that minimum quotas for completed numbers of surveys are

held.

A chief advantage of administration is that respondents have the ability to ask questions if

they reach a question that they do not understand. Another advantage is that respondents see that

their surveys are being handled by a third party (rather than the sponsor of the study) and thus are

more likely to share their honest opinions.


Telephone surveys offer all of the advantages of an administered survey while

eliminating the problem of geography. One of the reasons telephone surveys have traditionally

been preferred by national polling organizations is because they allow for a true random sample

through a process known as “random digit dialing.” Telephone surveys are generally the best

way to ensure a high quality of data. (American Association for Public Opinion Research, 2014)

Sampling Procedure

There are two fundamental types of sampling procedures: Probabilistic sampling and

non-probabilistic sampling. For quantitative research, a probability sample is drawn from the

target population in order to calculate certain statistical considerations. The probability sample

reveals the confidence levels or confidence limits related to sampling error. Probabilistic

sampling can be a drain on resources (including time, money, and expertise), but it does allow a

market researcher to measure sampling error. Non-probability sampling procedures can provide

very useful data and, ultimately, market insights. As with qualitative research and quantitative

research, there are proponents and critics of probability and non-probability sampling

procedures. (McDaniel & Gates, 2013)

Different methods and techniques will produce different forms of data, and it is critical to

ensure that the sampling procedures match the type of data that is needed to answer the research

questions. For this reason, simple random sampling is recommended.

With simple random sampling, there would an equal chance (probability) that each of the

TU female members could be selected for inclusion in a sample. To create a simple random

sample, there are six steps: (a) defining the population; (b) choosing a sample size; (c) listing the

population; (d) assigning numbers to the units; (e) finding random numbers; and (f) selecting a

sample. (Birchall, 2014)


1. Define the population 2,600 Female TU Members

2. Choose your sample size n=335

3. List the population TU membership list

4. Assign numbers to the units From 1 to 2,600

5. Find random numbers

6. Select sample 335 random numbers

Finally, we select which of the 2,600 members will be invited to take part in the research.

In this case, this would mean selecting 335 random numbers from the random number table.

(American Research Group, Inc., 2014) Imagine the first three numbers from the random

number table were:

0011 (the 11th member from the numbered list of 2,600)

0093 (the 93rd member from the list)

0125 (the 125th member from the list)

From this list, the 11th, 93rd and 125th name from the TU list of female members to be part of

the sample until 335 members have been selected.

Sample Size

The second decision that the market researcher needs to make is related to the sample

size. The question that needs to be answered is: How many people will be participants in the

research? In quantitative research, the goal is to achieve a representative sample of the target

population, and this can best be attained through consideration of sample size, levels of

confidence, and confidence intervals. Generally speaking, the larger the sample, the more

reliable the research findings will be, and typically, the more the findings can be generalized to

the target population in a quantitative research project. The rule of thumb is that a sample will


provide good enough reliability when just less than one percent of the target population

participates in a research study. The caveat is that the sampling procedure must be credible and

rigorously executed. (American Association for Public Opinion Research, 2014)

Quantitative research often involves comparisons between market segments or subgroups

of a target market. Because quantitative research is numbers-driven, determining a comfortable

sample size can be fairly easy -- for each important group or segment in a study, a researcher

would hope to survey 100 participants. This number is a recommendation and not an absolute.

A market researcher will consider a number of relevant variables to determine the size of a

sample in surveys research. (Birchall, 2014)

Sampling frame

The sampling frame is very similar to the population you are studying, and may be

exactly the same. When selecting units from the population to be included in a sample, it is

sometimes desirable to obtain of a list of the population from which units are selected.

In this case, a population size and a sample size of 335 is used to calculate the theoretical

margin of error of 5, plus or minus in percentage points, 95% of the time, on questions where

opinion is evenly split. (American Research Group, Inc., 2014)

Sampling is an important component of any piece of research because of the significant

impact that it can have on the quality of results and findings. The sample size represents the

characteristics of the whole population. The advantages of sampling are: it is economical and

practical; faster and cheaper; it can yield more comprehensive information; it is more accurate;

and because of savings it permits in time and money, the sample survey makes possible the use

of much larger and much more varied populations than would be possible for the same

expenditure if one were making a complete study of the entire female membership of TU.


References

About TU. (2014, May 20). Retrieved from Trout Unlimited: http://new.tu.org/about-tu

American Association for Public Opinion Research. (2014, June 21). Best Practicces. Retrieved

from American Association for Public Opinion Research:

http://www.aapor.org/Best_Practices1.htm#.U6huyRTD_cs

American Research Group, Inc. (2014, June 21). Margin of Error Calculator. Retrieved from

American Research Group: http://americanresearchgroup.com/moe.html

American Research Group, Inc. (2014, June 21). Sample Size Calculator. Retrieved from

American Research Group: http://americanresearchgroup.com/sams.html

Birchall, J. (2014, June 21). Sampling and samples. Retrieved from Market Research World:

http://www.marketresearchworld.net/content/view/23/1/

Jordan, J., & Buchta, K. (2014, 27 January). Women's Fly-Fishing Round Table is Standing

Room Only. Retrieved from Orvis: http://www.orvis.com/news/women-in-fly-fishing/

McDaniel, C., & Gates, R. (2013). Marketing research essentials (8th ed). New York: Wiley &

Sons.

Trout Unlimited. (2014, March 9). TU Women's Membership Drive. Retrieved from Trout

Unlimited: http://www.tu.org/blog-posts/tu-womens-membership-drive-0

IMC 611 Proposed Survey Method for Trout Unlimited (Week 5 Assignment)

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