Transcript Chapter 29 Section 29.2

Marketing Essentials
n Chapter 29 Conducting Marketing Research
Section 29.2 The Marketing Survey
Chapter 29 n Conducting Marketing Research
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SECTION 29.2
The Marketing Survey
What You'll Learn
 How to construct a survey
 The ways that technology is used in
marketing research
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SECTION 29.2
The Marketing Survey
Why It's Important
Businesses need valid and reliable data to
make good decisions. Marketing researchers
need to know how to construct survey
instruments that provide the necessary
information to assist in the decision-making
process.
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SECTION 29.2
The Marketing Survey
Key Terms
 validity
 reliability
 open-ended questions
 forced-choice questions
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SECTION 29.2
The Marketing Survey
Constructing the Questionnaire
Questionnaires should provide data that have
validity. Validity exists when the questions asked
measure what was intended to be measured.
Research questionnaires should also have reliability.
Reliability exists when a research technique
produces nearly identical results in repeated trials.
To be valid and reliable, a questionnaire must be
properly written, formatted, and administered.
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SECTION 29.2
The Marketing Survey
Writing Questions
Survey questions can be either open ended or
forced choice.
Open-ended questions ask respondents to
construct their own response to a question.
 Example: "How can we serve you better?"
Forced-choice questions ask respondents to
choose answers from set possibilities. Forcedchoice questions are the simplest to write and
easiest to tabulate.
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SECTION 29.2
The Marketing Survey
Yes/No Questions
Two-choice questions give the respondent
only two options, usually yes or no. Yes/No
questions should be used only when asking
for a response on one issue. Yes/No questions
are often used as filter questions. Filter
questions help to guide respondents to
answer only those questions that apply.
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SECTION 29.2
The Marketing Survey
Multiple Choice Questions
Multiple choice questions give the respondent
several choices. When constructing multiple
choice questions, it is important that the
options are made comprehensive enough
to include every possible response.
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SECTION 29.2
The Marketing Survey
Level of Agreement Questions
When assessing attitudes or opinions, it
is often a good idea to write statements
that reflect those attitudes or opinions.
Then you can ask respondents for their
level of agreement with the statements.
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SECTION 29.2
The Marketing Survey
Basic Guidelines for Writing Questions
When writing the specific questions you should
follow some basic guidelines:
 Each question should be written clearly and
as briefly as possible.
 Use the same ranking or rating scales for all
similar questions.
 Do not ask leading questions, which suggest
a correct answer.
 Avoid any bias, which is a systematic error
introduced by encouraging one outcome or
answer over the others.
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SECTION 29.2
The Marketing Survey
Formatting
Questionnaires must have excellent visual
appearance and design.
 Use dark ink (usually black) on light paper
and type that is easy to read.
 Use shaded sections for contrast and arrows
to lead the reader through the questionnaire.
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SECTION 29.2
The Marketing Survey
Formatting
 Place section headings or numbers on survey
sections, and number all questions.
 Include clear directions.
 Include demographic questions at the end of
the survey. People will be less likely to answer
them at the beginning.
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SECTION 29.2
The Marketing Survey
Administering the Survey
All surveys should have deadlines for
completion.
Surveys should include a brief explanation of the
survey’s purpose, either presented before the
survey or in a cover letter (with a mailed
questionnaire).
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SECTION 29.2
The Marketing Survey
The Impact of the Computer Technologies
on Marketing Research
Computer technologies have had a tremendous
impact on marketing research. Software
programs allow researchers to analyze huge
amounts of information. They also allow
researchers to find secondary data in computer
databases, prepare surveys, and generate lists
of potential questionnaire respondents.
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SECTION 29.2
The Marketing Survey
The Impact of the Computer Technologies
on Marketing Research
 Computerized databases are a source of
data collection.
 Software programs assist with forecasting,
analyzing market data to predict future sales.
 Research can be conducted through online
surveys and focus group chat sessions on
the Internet.
 Automated dialers place calls automatically,
and digital surveys can be conducted by a
prerecorded voice.
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29.2 ASSESSMENT
Reviewing Key Terms and Concepts
1. Why should questionnaires provide data that
have validity?
2. Why should research questionnaires have
reliability?
3. What are three steps that must be taken to
construct a valid and reliable questionnaire?
4. What are some methods of administering a
questionnaire?
5. Name six research activities that computers
can help researchers perform.
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29.2 ASSESSMENT
Thinking Critically
Can business risks be eliminated by
marketing research? Why or why not?
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Marketing Essentials
End of Section 29.2
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