Association CEO Index 2024 - Flipbook - Page 61
Association CEO Index 2024
Methodology
The survey was designed by Survey Matters, in conjunction with AuSAE and Bespoken.
The survey was conducted using a quantitative, online instrument. A total of 39 questions
were included, and respondents took an average of 23 minutes to complete the survey.
Survey
Design
The Association CEO Index is calculated on responses to a series of statements designed
by Survey Matters to measure the career satisfaction and wellbeing of association CEOs, as
well as provide a self assessment of membership management performance, advocacy
effectiveness and innovation capability. While the statements included in the indices are
not meant to be exhaustive, they are based on Survey Matters experience working with
associations and the value is in the ability to track changes in sentiment over time.
As well as 32 quantitative questions, there were also several opportunities for respondents
to provide free text or qualitative comments, to expand or explain their answers or to offer
their ideas and suggestions. We have relied on the qualitative feedback heavily in this
report, as their inclusion adds depth, context and richness to the quantitative findings.
Data
Collection
The survey was distributed on 11 July 2024 and the survey remained open until 8 August
2024. It was emailed to over 1400 association CEOs who are AuSAE members. An
anonymous survey link was also distributed via AuSAE social media channels. A total of 131
members completed the invitational survey, and 38 answered using the anonymous link.
This provides a 9% response rate to the invitational survey, and 95% confidence that actual
results are within a +/- 7% confidence interval. Please note that a 10% response rate is
average for the majority of association surveys conducted by Survey Matters.
Quantitative survey data was analysed using Q Statistics software. Descriptive statistics
have been provided in tabular and graphical format and included in this report.
Qualitative survey responses have been categorised, analysed and themed in DisplayR,
using AI free text coding. All automated coding has been independently verified by Survey
Matters staff for accuracy.
In order to better understand the preferences and satisfaction of association CEOs,
responses have been segmented and analysed based on association type (professional,
industry or hybrid association) and size. It has also been viewed through the lens of
respondent gender, age and experience.
Analysis
and Report
While segmented results are provided throughout this report, please note that due to the
overall sample size most of the results for these groups contain small samples. As such they
do not aim to be a representative sample of the different segments but rather to provide
directional feedback on the thoughts and opinions of these members.
This report has employed significance testing at the 95% confidence interval; a high bar
that is widely used in quality research to ensure the integrity of findings. Given the small
sample size, however, very few statistically significant differences are noted in the results
and differences in reported results, no matter the size, may be attributable to the smaller
sample size. While these differences have often been called out for interest, readers are
encouraged to keep this in mind while reviewing the findings of this report.
Results are provided at an aggregate level only, and no individual responses are identified.
This ensures the confidentiality of respondent opinions and encourages honest and
objective feedback.
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