The Triennial Needs Assessment Leisure Needs Survey, conducted at 92 Army installations in 2005, is intended to provide data to facilitate Morale, Welfare and Recreation (MWR) program decisions at the installation, regional and Army-wide level. The report feeds into the five-year program planning process and can also be useful in daily operations planning and in marketing planning. Survey results give you a very general overview of your installation offerings and how they are perceived by your customers and are meant to point users in the appropriate direction to do additional research before making decisions. New to the 2005 LNS was the ability of respondents to fill out the survey via the internet.
It is very important to keep in mind several points when using your data. First, you should check the survey response rates for each of your patron groups. When you have low response rates to a survey effort, you have no way of identifying whether the people who responded to the survey are different from those that didn't respond and you cannot assume that they are the same. What this means is that while you DO have useful information about those that answered your survey, you cannot generalize the results to your overall population. Response rates, however, are not the only statistic you should consider when applying your data to your population. The confidence level represents the probability that the response to a
question would occur if 100 random samples were drawn from your population and asked the same question. This confidence level calculation is based on the actual number of surveys you had returned for each patron group, not the percentage of surveys returned. Thus, you should use both your response rates and your confidence levels to determine how accurately your samples represent your populations and if one or both is low, use caution in generalizing your survey results to your population. Further discussion of confidence levels can be found in your 2005 Leisure Needs Survey Report.
The 2005 Leisure Needs Survey Reports provide general levels of customer feedback about your programs and facilities and the data should be used as one indicator of what is happening in your market, but not as a sole decision-making tool. Many other pieces of information, whether qualitative or quantitative, such as focus groups, usage data, financial data, customer comment cards, competitive factors and Command guidance should be used in conjunction with survey results to adjust MWR programs and activities to meet the needs of the installation community.
Point of contact:
Mr. George Brezny, FMWRC Senior Marketing Research Specialist, 210-466-1866