Transcript The Marketing Survey

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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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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The Marketing Survey
Key Terms
 validity
 reliability
 open-ended questions
 forced-choice questions
 quantitative
 qualitative
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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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The Marketing Survey
Constructing the Questionnaire
Design is important for useful data
 How will you analyze the data?




Qualitative?
Quantitative?
This will affect the types of question you use
Open - respondents can give their opinions, feelings etc.
in their own words.
 Structured - range of responses is restricted; it forces the
respondent to make a choice (making it easier to tabulate results)

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The Marketing Survey
Writing Questions
Survey questions can be either open ended or
(structured) 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 (structured) ask
respondents to choose answers from set
possibilities. Forced-choice questions are the
simplest to write and easiest to tabulate.
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The Marketing Survey
Types of structured question
 List
 Category
 Quantity
 Ranking
 Grid
 Scale
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SECTION 33.2
The Marketing Survey
Types of structured question
List Which of the following did you eat at your
last meal? Check all that apply:
Cooked vegetables
Salad
Boiled or mashed potatoes
Roast potatoes
Chips
Fresh fruit
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The Marketing Survey
Types of structured question
Category Please indicate your age?
Less than 18
18 - 24
25 34
35 - 44
45- above
Note: Questions of age are considered by some as
embarrassing and best asked as a category rather than the
direct question “What is your age?”
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The Marketing Survey
Quantity & Ranking
Quantity: How many times did you eat chips
last week?
Please circle one.
Not at All
Once
Twice
3-4 times
Ranking: Place the following in the order of
importance, number 1 being the most important
____ A well stocked library
____ Well equipped laboratories
____ Up to date computing facilities
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The Marketing Survey
Scale/Grid:
Strongly
agree
Agree
Neither
agree
nor
disagree
Disagree
Strongly
disagree
The laboratory classes in
this module were well
organized
There were sufficient
tutorials/seminars in this
module
The lectures in this
module were clearly
presented
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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.
1. Do you frequently attend sporting events?
Yes
No
If yes, please answer questions a - e below.
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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. Examples
might include list, category or quantity questions.
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. Examples might
include ranking or scale/grid questions.
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The Marketing Survey
Basic Guidelines
for Writing Questions
When writing the specific questions you should follow
some basic guidelines:
 Formulate a hypothesis. How does this question contribute
to the objective of the research?
 Consider how you will analyze the data.
Qualitative or quantitative?
 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 asking offensive or embarrassing questions.
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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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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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The Marketing Survey
Administering the Survey
Surveys can be distributed in person, left at location
with a collection box, via Internet or mail.
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).
Mention that your survey is for educational
purposes and is conducted by Tri Valley ROP
Business Ownership Students from Foothill High
School.
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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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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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ASSESSMENT
Reviewing Key Terms and Concepts
1. Why should surveys provide data that have validity?
2. What are three steps that must be taken to construct a
valid and reliable questionnaire?
3. Give an example of:
a) an open ended question?
b) a filter question?
c) multiple choice question?
d) level of agreement question?
4. What are some methods of administering a
questionnaire?
5. Name three research activities that computers can
help researchers perform.
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