chapter 29 conducting marketing research1 what you'll learn the marketing survey how to...

Chapter 29 Conducting Marketing Research 1

What You'll LearnWhat You'll Learn

The Marketing SurveyThe Marketing Survey

How to construct a survey

The ways that technology is used in marketing research



Why It's ImportantWhy 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.



Key TermsKey Terms

validity

reliability

open-ended questions

forced-choice questions

quantitative

qualitative



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.

Constructing the Questionnaire



Design is important for useful dataDesign is important for useful data How will you analyze the data?How will you analyze the data?

Qualitative?Qualitative? Quantitative?Quantitative?

This will affect the types of question you useThis will affect the types of question you use Open - respondents can give their opinions, feelings etc. Open - respondents can give their opinions, feelings etc.

in their own words.in their own words. Structured - range of responses is restricted; it forces the Structured - range of responses is restricted; it forces the

respondent to make a choice (respondent to make a choice (making it easier to tabulate results)making it easier to tabulate results)

Constructing the Questionnaire



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.



Types of structured questionTypes of structured question

ListList CategoryCategory QuantityQuantity RankingRanking GridGrid ScaleScale


SECTION 33.2SECTION 33.2 The Marketing SurveyThe Marketing SurveyTypes of structured questionTypes of structured question

List List Which of the following did you eat at your Which of the following did you eat at your last meal? Check all that apply:last meal? Check all that apply:

Cooked vegetablesCooked vegetablesSaladSaladBoiled or mashed potatoesBoiled or mashed potatoesRoast potatoesRoast potatoesChipsChipsFresh fruitFresh fruit


The Marketing SurveyThe Marketing SurveyTypes of structured questionTypes 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?”


The Marketing SurveyThe Marketing SurveyQuantity & RankingQuantity & Ranking

Quantity:Quantity: How many times did you eat chips How many times did you eat chips last week? last week? Please circle one.Please circle one.

Not at All OnceNot at All Once Twice Twice 3-4 times3-4 times

Ranking: Ranking: Place the following in the order of Place the following in the order of importance, number 1 being the most importantimportance, number 1 being the most important

____ A well stocked library____ A well stocked library

____ Well equipped laboratories____ Well equipped laboratories

____ Up to date computing facilities____ Up to date computing facilities



Scale/Grid:Scale/Grid:

Strongly agree

AgreeNeither 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


The Marketing SurveyThe Marketing SurveyYes/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.



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.

Multiple Choice Questions

Level of Agreement QuestionsWhen 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.



When writing the specific questions you should follow some basic guidelines:

FormulateFormulate a hypothesis. a hypothesis. How does this question contribute How does this question contribute to the objective of the research?to the objective of the research?

Consider how you will analyze the data.Consider how you will analyze the data. Qualitative or quantitative?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.

Basic Guidelines for Writing Questions



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.

Formatting

Slide 1 of 2



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.

Formatting

Slide 2 of 2



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.

Administering the Survey



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.

The Impact of the Computer Technologies on Marketing Research

Slide 1 of 2



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.

The Impact of the Computer Technologies on Marketing Research

Slide 2 of 2


ASSESSMENTASSESSMENT

Reviewing Key Terms and Concepts1. 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.

chapter 29 conducting marketing research1 what you'll learn the marketing survey how to...

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