Searching for the Grail: Qualitative Versus Quantitative
By John Grifferty, Senior Project Manager
To borrow a theme from this year's most widely read bestseller, many associations are on an endless quest for the elusive Holy Grail of association success: meeting member needs. The ultimate goal of every membership organization - providing programs and services of value to members - leads association professionals to consider many directions in researching what members want. There is no dearth of potential solutions.
But what - among the myriad ways to collect opinions - is the best way for YOU to learn everything you can from your membership? Large-scale quantitative surveys? One-on-one contact with members? Web-based questionnaires? Before you make your next important decision, be sure to explore the various options for collecting feedback from your constituency.
PERSONAL INTERVIEWS
This method is ideal for associations facing a tight deadline who want to "take the pulse" of a particular issue or question. Often held at pre-existing events (i.e., annual meeting), personal interviews allow associations to obtain feedback in the face of tight deadlines since interviews can be executed in a very short time frame. Personal interviews can help determine, in great detail:
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The value of membership, both tangible and intangible
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Awareness, use and satisfaction with products, services and events
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Potential programs and services to prioritize for development
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The perception of your association versus that of the competition
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Reasons members reach the decision to join and/or renew - or not
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The benefits that might compel a lapsed or prospective member to join
FOCUS GROUPS
Focus groups allow you to capture a broad range of opinions and motivations while realizing efficiencies in logistics and expenses. Be sure to work with experienced facilitators to ensure that your sessions stay on track and that relevant information is collected and desired outcomes met. Focus groups can help you:
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Deeply explore issues facing your organization from a membership point of view
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Thoroughly investigate members' motivations, perceptions and experiences
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Collect themes emerging from a collaborative discussion
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Determine members' level of engagement with your association
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Obtain complete reporting of the session with summaries, analysis and recommendations
QUANTITATIVE RESEARCH
Development and distribution of paper, telephone, or electronic surveys can help your organization quickly and efficiently obtain statistically valid data concerning member needs and opinions. Surveys allow associations to learn more about members by soliciting feedback from a larger portion of membership. The collection and analysis of statistically valid data can put you on the fast-track to turning research into action. Quantitative research methods allow you to:
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Empower members by giving them a voice in the decision-making process
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Solicit feedback via a method convenient to your members
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Build programs and services based on member needs, as proven statistically
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Collect statistically valid data and comprehensive reporting on findings
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Confirm existing hypotheses regarding member opinions and needs