2005 SuperNEWS Reader Survey
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In February 2005, The Golfweek Group commissioned Beta Research Corp., an independent research firm in Syosset, N.Y., to conduct a market study for Golfweek's SuperNews, now TurfNet the Magazine. The areas under study included the readership patterns of four industry-related publications, leisure and Internet activities, as well as a demographic profile of all respondents.
A mail methodology was chosen to meet research objectives. A sample of 1,500 potential respondents from the National Golf Foundation was provided for the sole purpose of this study.
On June 6, 2005, a four-page questionnaire, a postage-paid reply envelope, and a cover letter explaining all research objectives were mailed to the entire sample. As a token of appreciation, a $1.00 bill was included for the respondent's cooperation.
On July 5, 2005, a second mailing was conducted to all non-responders from the initial mailing. The survey packet included the same four-page questionnaire, and a postage-paid reply envelope. A total of 21 post office returns were eliminated leaving a net effective mailing of 1,479. At the designated field closing date of August 1, 2005, a total of 400 usable responses were received for a total response rate of 27.0%.
Percentages based off total (400) are accurate at the 95% confidence level to ±4.9%. All coding, cleaning, and computer tabulations were completed according to standard research procedures.
Please keep in mind that our study was absolutely scientific:
- blind study conducted by BETA Research of New York;
- randomly selected names from the NGF list, not our own;
- questionnaire published in four versions to rotate order of the four
magazines that were the subject of the study;
- 400 completed responses from two separate mailings to 1,500 names.
An annual scientific study by Specialty Products Co. for the past few years has asked superintendents to name their "most-valued trade publication." The 2006/2005 numbers for the relevant magazines follow:
- Golf Course Management, 42.7%, down from 47.9%
- Golfweek's SuperNEWS, 22.4%, up from 18.1%
- Golfdom, 12.8%, down from 13.4%
- Golf Course News, 4.8%, down from 5.5%
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