Research Methodology
Sampling
This research project united the two populations of marketing and creative design professionals into one
larger marketing and design universe. This was done in order to more accurately measure the respective
populations by preventing crossover participation due to overlapping job functions and responsibilities
in many areas.
The survey was administered entirely via the Web using 6 Degrees' online data collection technology.
Participants with known email addresses were contacted online. Others (fewer) were contacted via postcard.
A valid sample of nearly 200,000 was developed from databases and subscriber lists of the following organizatons:
AIGA, American Marketing Association, Aquent, BtoB Online, and Communications Arts.
Further, participation was open to the public and participants/members were encouraged to inform their colleagues
about this project using a "Tell-A-Friend" link displaying at the conclusion of the survey form.
Distribution and Response
Participation was solicited via post cards and email the week of January 9, 2006. Three reminder emails were sent
between January 20 and February 10. No reminder postcards were sent.
Responses were cut off for final editing, cleaning, and tabulation on February 21, 2006, at 1:45 PM ET,
with a total of 14,094 valid survey returns (resulting in a 7.2% response rate).
Given the size of the initial population and of these response numbers, this project represents at the 95%
confidence level an accurate perspective of the marketing and design communities collectively within a margin
of error of +/- 0.8%. Among the aggregated "creative" responses, the project represents a +/- 1.1% margin of
error also at the 95% confidence level. Among marketers, this error margin is +/- 1.55% at the 95% confidence level.
Compensation and Beyond
The primary focus of this research project was compensation measures. Participants placed themselves in vocational
categories for measurement purposes (for example, marketing, creative, academic, human resources, marketing contractors,
design freelancers).
Removed from further participation were professionals placing themselves in the following categories:
academia, accounting/finance, sales, product development/customer service, retired, semi-retired, and those on leave.
In addition to the compensation components, the research project also focused on the following issues:
- Skills, Professional Development, and Hiring
- Organizational Structures: Intersections between Marketing and Others
- Marketing Processes, Metrics, and Programs
- Ethics, Accountability, and Responsibility
Population subsets of the initial sample were randomly routed through to these more in-depth modules.
Once the subsets achieved a relevant sample size, they were closed to further participation and all participants
were routed from the compensation module directly to the end.
All participants, regardless of category, were presented with a Sweepstakes Entry form at the conclusion of their participation.
About Aquent
For twenty years, Aquent has helped businesses master the ability execute marketing
and communications activities.
Aquent delivers staffing, consulting, and technology solutions through a
network of more than seventy branches worldwide helping thousands of companies
make the most of their people, processes, and technology.
From its inception in 1986, Aquent has pioneered consulting, outsourcing, and
staffing solutions that enable clients to build their internal marketing and
communications capabilities. Providing unmatched resources and expertise
through its network of nearly seventy branches worldwide, Aquent today helps
thousands of companies make the most of their people, processes, and technology.
To speak with an Aquent representative, call 877-227-8368, or visit
www.aquentmarketing.com.
About the American Marketing Association
The American Marketing Association (AMA) is the largest marketing association in North
America. It is a professional association for individuals and organizations involved
in the practice, teaching and study of marketing worldwide. It is also the source
that marketers turn to every day for professional development, information and
networking. AMA members are connected to a network of experienced marketers
nearly 40,000 strong and include leading marketing professionals and academics
from every industry.
AMA is information, ideas and insight that marketers can use daily, along
with the knowledge to help them grow in their career. Our principal roles are
to advance marketing practice, be an advocate for marketing and act as an
essential resource for marketing information, education and training.
AMA offers highly acclaimed seminars, workshops and Hot Topic events focused
on the trends shaping the future. Our website, MarketingPower.com, is the
everyday connection to industry updates, news and articles. The AMA also is the
source for the field's top publications, including Marketing News. And AMA local
chapters keep members in touch with the best people and the best practices. For
over six decades, the AMA has been the source that marketers turn to first.
For more information on the AMA, please visit
www.MarketingPower.com.
About 6 Degrees
6 Degrees is an independent firm of consultants delivering research and technology solutions to
marketing, legal, financial, and medical professionals nationwide.
6 Degrees has developed a team of consultants with backgrounds specialized in market research,
statistics, graphic design, and technology in order to meet the needs of their clients.
6 Degrees has earned a reputation for high-quality work, no-nonsense honesty, devotion to its clients,
and solid deliverables. 6 Degrees' experience with formulating strategies that generate usable data
and statistically sound analyses will ensure the success of any research project.
