Transcript Marketing Research

Marketing Research
Developing a Research Questionnaire
Written by: Meghan Hatcher
Georgia CTAE Resource Network 2010
What is marketing research?
The systematic gathering, recording,
and analyzing of information about
problems related to marketing goods
and services.
Primary uses of marketing research
Obtain information about potential
customer:
Preferences
Opinions
Habits
Trends
Plans
4 Areas of Marketing Research:
Market Research
Product Research
 Focuses on the customer and the
market
 Focuses on the product itself
Advertising Research
 Focuses on the advertising message
and the media placement
Sales Research
 Focuses on sales data
Limitations of Marketing Research
 Cost $$
 Time
 Customer commitment / Validity of
data
 The time lag between research and
the application
The Marketing Research
Process
5 Steps of Research
1. Define the problem
2. Obtain data
3. Analyze the data
4. Recommend a solution
5. Apply the results
3 methods to collecting Primary
data
 Survey Method
 Observation Method
 Experimental Method
The Marketing Research
Process
1. Define the problem
What are the issues, or what problem
needs to be addressed?
The Marketing Research
Process
1. Define the problem
Student attendance at basketball games
is low?
Writing Problem Statement:
 Woodstock High School has over
2,300 students in grades 9-12.
Currently ____% of these students
attend varsity boys basketball games.
 How can the varsity boys basketball
team improve student attendance at
home basketball games?
Developing A Questionnaire
Two types of Questions
Open ended questions:
Forced-choice questions:
Open ended questions:

Ask respondents to construct their own responses to a question
1.
Why don’t you attend the varsity boys basketball games?
________________________
2.
What do you think of the food provided at the games?
__________________________________________
3.
Do you know when the games are?
________________________________________________
Forced-choice questions
 Ask respondents to choose answers
from possibilities given on the
questionnaire
Can be:
 Two-choice questions
 Multiple choice questions
 Rating questions
Two- Choice Questions
Please answer Yes or No to the following questions:
1. Have you ever attended a Woodstock High School
varsity boys basketball game?
Yes
2.
No
Would you be more likely to attend a game if you received
school credit?
Yes
No
Multiple Choice Questions
1. Circle the responses below that best describes
the reason you do not attend the varsity boys
basketball games?
1. No interest
2. Don’t know when the games are
3. The team is not any good
4. The time of the game
Rating Questions
1.Please rate the following:
Prices:
Excellent
Good
Fair
Poor
Concessions:
Excellent
Good
Fair
Poor
Good
Fair
Poor
Halftime Entertainment:
Excellent
Rating Questions
On a scale from 1-10 how satisfied are you with
the level of play?
1 2 3 4 5 6 7 8 9 10
On a scale from 1-10 rate the halftime
entertainment during the basketball game?
1 2 3 4 5 6 7 8 9 10
Questionnaire Format
 Use different types of questions
 Write clear directions for each section
 Well written and easy to read
 Number all questions
 If questionnaire requires more than one
page place a message at the bottom of
each page asking respondents to move to
the next page
Activity
Writing a Survey