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MKTG2113 Presentation

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by

Laura Hanlon

on 17 April 2013

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Transcript of MKTG2113 Presentation

Survey Development Current donation rates will not meet the projected demand. Research Questions
A university student, who anticipates a positive reaction from their friends on social networking sites if they donate blood, are more likely to donate blood.


A university student who learns that one of their friends has donated blood on a social networking site is more likely to donate themselves. Target Audience Jasmine 21 years USYD Student Non-donor Hypothesis 1: Hypothesis 2: Possible Implications for ARCBS a. It is hoped the data collected may have far wider applicability for the ARCBS.

b. Depending on the research findings, the ARCBS may wish to consider a tailored marketing strategy around university students who donate blood being encouraged to post this on their Facebook page, Twitter, Instagram or Tumblr while at the collection site.

c.The ARCBS could increase engagement with university student donors by providing personal post-donation feedback to donors via social media. - The internet method removes interviewer bias, provides 24 hour access for potential respondents and increases their anonymity. PROBLEM DEFINITION The ageing Australian population will increase demand for blood products by 100% over the next 10 years (ARCBS, 2013). Recruitment of the next donor generation is critical in guaranteeing security of blood supply and combating the above trends. Possible Solution? Key points from the secondary data:

Individuals may be influenced to engage in behaviour e.g. donating blood, if that behaviour is considered of value to their network or friendship circle.

Further, the data suggests that young adults require specialised marketing strategies to increase blood donor rates. - Aims to measure if an affect-based construct, mainly an anticipated feeling of support and affirmation from online friends, will increase the likelihood of intention to donate blood. Hypothesis 1 Hypothesis 2 - Aims to measure the impact of one of your friends sharing on social media that they have donated blood on your own intention to donate. - Given the characteristics of the population under study, who have ready access to computers (personal or library) or iphones, the survey method should be internet based. Scale development Ease of completion
Quick, engaging, easy to complete
Avoiding respondent drop-out
Insightful, valuable information
Demographics
Young university students
Balancing stimulation and consistency Structure Screening
Nominal scales - dichotomous
Limited, exhaustive options
Easy opening
Probing questions
Demographics Scale development - Likert scale
Attaching scores – quantifiable
Ability to measure intensity
Alternating between positive and negative statements
Avoiding acquiescence bias Scale Development - Box-tick style Multiple options (e.g. social networks)
Simplicity
Alphabetical ordering
Open box - minimising inclusion bias We gained important insight into the planning, research and development of surveys
How in depth and complex all these processes are
The importance of pre testing a survey
How important communication and teamwork are to be successful when developing a survey Reflection 15 people pre tested
University of Sydney Students
Aged between 18-24
Both males and females
Australian students
International students Pre Testing The Survey These included limited access to resources such as:
Time
Money
People
Research Experience
We had to take into account these limitations and work around them Limitations With access to more resources we would:
Work directly with the ARCBS
Use previous data findings from ARCBS
Use additional time and funding to carry out in depth research
Advertise and raise awareness of the survey
Have a larger team of people to be more efficient and effective What We Would Do Differently Suggestions from participants included:
Making language simpler and easier to understand
Remove questions to do with religion and/or illnesses preventing donations

These suggestions were implemented as a direct result from pre testing results Pre Test Findings
Full transcript