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NSA Speaker Usage Metrics


NSA has begun the process of collecting valuable data on speaker usage across three specific markets in the meetings industry: Corporate, Association and Education (Education includes secondary school settings, both private and public, colleges and universities and adult education). The quantitative data gathered as a result of this research will give NSA members a metrics to identify trends regarding speaker usage in various populations that hire speakers. The current study comprises a benchmark wave. NSA will repeat the study at appropriate intervals and, using the baseline data contained in this report, will identify changes in speaker usage and emerging trends.

Download NSA Speaker Usage Metrics Research

FAQs:
Based on responses from early feedback to this research, the following Frequently Asked Questions on Speaker Usage Research have been included.

Q: Why do some responses add up to more than 100%?
A: These results come from Multiple Responses Questions - a question to which a respondent may give multiple answers. For example, when asked what kind of speakers they have hired, they may say "industry experts, motivational speakers and entertainers." On these charts, totals will not add up to 100% due to the multiple responses.

Q: Who was surveyed?
A: Corporate and association planners who work in corporate and association settings, respectively. Education planners include those in secondary school settings (private and public), colleges and universities and adult education. All respondents were screened to have primary or equally-shared responsibility for bringing in outside speakers for their organizations' meetings.

Q: Where did we get the sample list of meeting planners?
A: The sample list of meeting planners was purchased from Contact Marketing Solutions (CSMI):

Sandra Hurst
Sales Executive-CSMI Florida
Contact Solutions Marketing Inc.
Toll Free: 877-584-2261
Direct: 239-458-9644
Fax: 239-458-9645
www.csmionline.com

Q: Who conducted the research?
A: WirthlinWorldwide
2805 Butterfield Road
Suite 330
Oak Brook, Illinois 60523
Tel (630) 472 9500
Fax (630) 472 9500
www.wirthlin.com

Q: How was the study conducted?
A: This study was conducted as a telephone survey, using a purchased list of meeting planners. Each survey took approximately six minutes to complete. The purchased list of planners consisted of 4,736 names. With a completed sample of 150, reported percentages are accurate to +/- 7.9%. Wirthlin made a total of 10 attempts to reach a given respondent. After that time, they were counted as "inactive" and no attempt was made to reach them again.

Research Definitions:

"Open-End"
A question which has no pre-categorized responses. For example, when a respondent is asked how many meetings they have had in the past year, they will respond with a specific number.

"Multiple responses"
A question to which a respondent may give multiple answers. For example, when asked what kind of speakers they have hired, they may say "industry experts, motivational speakers, and entertainers." On these charts, totals will not add up to 100% due to the multiple responses.

"Read list"
A multiple choice question with a pre-defined list of responses.

Questions/Comments:

Please email your questions and comments to Beverly at the NSA Headquarters office:

Download NSA Speaker Usage Metrics Research

     
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