2. Importance of customer service in today’s
competitive business environment
Nassau Broadcasting background
Connoisseur Media
Competitive landscape
3. Respondents will rank Nassau Broadcasting
slightly above the competition
Respondents will believe that trust is most
important in the weighting section
Respondents who indicate they spend more on
advertising will be more satisfied
Respondents with higher education levels will be
more critical
Female respondents will be less satisfied than
male respondents
4. Surveymonkey.com
Clients emailed by their sales rep
Posts on LinkedIn.com
Standard SERVQUAL Questionnaire adapted
to media companies
Likert Scale
▪ Choices 1-6 to “force” a positive or negative response
Demographic questions
Questions related to client preferences
5. Total Respondents
68
Complete Responses
53
QualifyingQuestion
“Are you involved in the decision-making process
for marketing and advertising your business?”
Total Qualified Responses
35
6. 9%
14%
63%
14%
Highest level of education
completed
Trade School/Associate’s Degree
Some College
Bachelor’s Degree
Graduate Degree
54%
43%
3%
Sex
Male Female No Response
10. 4.40
4.60
4.80
5.00
5.20
5.40
5.60
5.80
6.00
yees promise to do something by a certain time, they dohen a customer has a problem, employees show a sincere interest in solving
it
Services are performed right the first timeServices will be provided at promised timesAccurate records are keptExpectation
Perception
20. 27%
24%20%
15%
7%
3% 2%
2% 0%
0%
0%
Most Effective Advertising
Other
Online (Google
Ads, SEO, etc.)
Radio
Social Media
Newspaper
Billboard/Outdoor
Cable TV
Daily Deals (Groupon, Living
Social, etc.)
Broadcast TV
Magazine
Yellow Pages
“Other” Responses
Word of Mouth
▪ 3
A combination of most of the
above
Combination of
radio, print, billboard, online
Internet in general
LOCAL MEDIA AND EVENT
SPONSORSHIP
No one; multiple effective
forms depends on purpose
Our web site
Radio combined with cableTV!
We are an agency and this will
vary by client
21. 14%
86%
Annual Contracts vs. As-
Needed Buys
Annual
As Needed
Small Sample Size
Open-ended questions
difficult to
analyze/categorize
Industry, Job
Title, Measurement of
Advertising
Effectiveness
Reverse questions
likely skewed results
Q# 10/32, 13/35, 19/41
22. H-1
Respondents will rank Nassau Broadcasting
slightly above the competition
▪ Additional research needed
▪ Poor question wording made research objective
impossible to answer
23. H-2
Respondents will believe that trust is most
important in the weighting section
▪ Respondents ranked the reliability dimension far above
all others
▪ Constant Sum Scale
▪ Weight = 32.29
24. H-3
Respondents who indicate they spend more on
advertising will be more satisfied
▪ Rankings by Gap Score do not show a clear correlation
▪ $1,000-$10,000
-0.23
▪ Less than $1,000
-0.46
▪ More than $25,000
-0.73
▪ $10,000-$25,000
-0.84
▪ More research is necessary
25. H-4
Respondents with higher education levels will be
more critical
▪ Rankings by Gap Score Indicate that the opposite is true
▪ Bachelor's Degree
-0.43
▪ Graduate Degree
-0.5
▪ Some College
-0.6
▪ Trade School/Associate's Degree
-0.67
26. H-5
Female respondents will be less satisfied than
male respondents
▪ Rankings by Gap Score Indicate that the opposite is true
▪ Males
-0.60
▪ Females
-0.35