Transcript So, Now I’m a Marketer, Too?

Web Site Design
Survey of Current
K-State Research and Extension Users
Pat Melgares, Marketing Coordinator
K-State Research and Extension
Department of Communications
About feedback panels…
• “…a continuing group that responds periodically to
questioning.”
• In marketing, “a rather common survey method.”
• “May exist for as little as a week, or as long as a year or
more.”
• “…may be set up by telephone, mail or personal
interview.”
• Groups are carefully screened to get the best persons
for the problem under discussion.
-- State of the Art Marketing Research (1998), Blankenship, Breen and Dutka
Past
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projects
2003 – Animal Sciences and Industry
2004 – Local-level projects
2005 – College of Agriculture
2006 – PDIS; Employee Resources Web
Key similarities
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Simplicity
Functionality over visual appeal
Updated information
Easy search capability
Method
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ID target groups
Select panelists based on audience
Contact panelists for consent
Conduct feedback by email or Web
Data analysis
Discuss qualitative and quantitative results
Goals
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Categories (links)
Preferred terms
CMS features
Awareness of new technology
Target Audiences
• Metro audiences
• Young adults (ages 25-44)
• K-State Research and Extension
employees
• Decision-makers
• Minorities
Results
• Respondents were more accurate in
selecting a consumer-friendly term for
information they were seeking.
Results
• Respondents strongly preferred
consumer-friendly terms over
administrative terms.
Results
• Four Web features were clearly preferred
over other choices.
Results
• RSS feeds seem to be an opportunity for
K-State Research and Extension.
Discussion
• Use consumer-friendly terms for page
links.
Discussion
• Emerging opportunities for high-bandwidth
features.
Discussion
• ‘Push Technologies’ should be developed
and promoted.
Discussion
• Pay attention to rising use of different
browsers.
Thank you!
Pat Melgares, Marketing Coordinator
K-State Research and Extension
Department of Communications
[email protected]
532-1160