Intern Point Paper

University of Maryland
Department of Communication
COMM386: Experiential Learning, Spring 2015

Odalis Lopez
May 15, 2015

POINT PAPER EXIT SURVEYS

Subject. Exit surveys are used to gauge audience reactions during the first week after a film is
released. Allied has a division dedicated to conducting surveys as other forms of primary
research.
Background. I signed up to conduct exit surveys through ERM, Experimental Research
Marketing, and I was contacted to conduct exit surveys for the first time. As people entered the
movie theater to see While Were Young, I handed out surveys for moviegoers to complete with
their demographic information and reaction to the film once its over. As people exited the film, I
collected their responses. I conducted these surveys for two movie screenings, then entered the
data and scanned the results to the research company.
Discussion. As the lead representative I had extra responsibilities to ensure we had the materials
needed to conduct the survey, which included:
Undergoing a brief training with the ERM supervisor
Picking up the printed surveys at FedEx
Purchasing golf pencils
Checking on the number of tickets sold with theater staff after show times begin
Entering all survey results into online database
Scanning all completed surveys to the ERM staff immediately following completion
Sending a brief report
In total, we received more than 100 results from the While Were Young surveys. The main
problem I encountered with this task was that there were a lot of small details that were essential
to conducting the exit surveys. I ended up almost being late to the show time where we would
disseminate surveys because I did not realize how long each seemingly small task would take.
I found it interesting seeing the types of questions that were asked, including demographics as
well as opinions of the movie. Seeing where survey results and online data come from was a
learning experience. I also really enjoyed doing fieldwork for my internship, such as the exit
surveys.
Recommendation.

ERM should have a simple checklist for the day of for the lead representative. They do
explain everything via telephone and send a detailed email, but I think its too much
information. A simple checklist would help significantly.