presented by delores a. edelen score volunteer. what is research ? why research matters ? survey...
TRANSCRIPT
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Presented byDelores A. EdelenSCORE Volunteer
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What is Research ? Why Research Matters ?Survey Research: Goal/Pros & ConsCreating Your SurveyUsing Survey FindingsAbout SCOREAbout the PresenterQ & A
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Investigation designed to discover: Who cares & Why (target
market/market share) What should be changed (quality
control/updates) How should something be applied
(needs assessment/unmet needs)
Key Survey Principle: Too much salt in the soup?
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Reality Check (Reality vs Sentiment)
Can save: Money Time Effort
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Goal Use information from a few
respondents to describe or say something about an entire population of people
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PROs Sample large, diverse groups Relatively inexpensive ▪ tradeoff s : time, money, resources,
desired precision (fingerprints vs blood tests)
Collect info on things that cannot be observed (e.g., perceptions, opinions, etc)
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CONs Low response rate Info overload Results only as good as sample
selected & questions asked
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What do you want to know? (Summarize in one sentence) _______________________
What auxiliary questions needed to clarify/answer primary KRQ?
Think in the language of respondents What kind of banana? (ripe plantains, miniature) What purpose ? (hunger, healthy snack,
potassium source, pie, repair CD scratch) Open-Ended vs Closed-Ended
How much will people pay for a How much will people pay for a banana?banana?
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Open-Ended Questions Allows to learn what people think, in their
own words High rates of non-response (too much
work for respondents) Reliability issues: respondents may
interpret question differently than intended/ researcher may interpret differently than respondents intended
How is ‘WORTH’ interpreted? Does worth = pay?
What would you say this What would you say this banana is worth?banana is worth?
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Closed-Ended Questions More efficient, easier, & quicker for
respondents Higher response rates Gives respondents fewer choices to select
from May force respondents to select choice
that does not reflect their views Requires specific language and full range
of choicesAs a source of 10grams of potassium, how much As a source of 10grams of potassium, how much would you recommend that a friend pay for a pound of would you recommend that a friend pay for a pound of banana? a ) Less than 10 cents ; b ) 10 to 30 cents; c ) banana? a ) Less than 10 cents ; b ) 10 to 30 cents; c ) 31 cents and above; d ) other ____________31 cents and above; d ) other ____________
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Avoid the following Questions Always & Never
Double-barreled
Leading & Loaded
ApproximatelyApproximately how often in the past week did you feel how often in the past week did you feel like eating a banana? 1=like eating a banana? 1=almostalmost always; 2= frequently; always; 2= frequently; 3=rarely; 4=3=rarely; 4=almostalmost never never
How much do you like bananas and How much do you like bananas and peanut butter? peanut butter?
Do you agree that Do you agree that responsibleresponsible parents should feed parents should feed their children a their children a healthyhealthy banana instead of candy banana instead of candy as as recommended by doctorsrecommended by doctors??
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Sample Wordings
Which is better: How much would you pay for a banana? OR…
During past _______ did you: 1= _______; 2= ________; 3= During past _______ did you: 1= _______; 2= ________; 3= ________________________Generally speaking do you consider yourself a 1 )____ Generally speaking do you consider yourself a 1 )____ 2 ) ____ 3 ) ____2 ) ____ 3 ) ____Some people seem to _____ Others aren’t that Some people seem to _____ Others aren’t that interested. Would you say that you ______ 1=Almost all interested. Would you say that you ______ 1=Almost all the time; 2= some of the time; 3= now and then; 4= the time; 2= some of the time; 3= now and then; 4= hardly ever at all?hardly ever at all?
The last time you bought bananas did you pay 1= The last time you bought bananas did you pay 1= less than 10 cents per pound; 2= 10-20 cents per less than 10 cents per pound; 2= 10-20 cents per pound; or more than 30 cents per pound?pound; or more than 30 cents per pound?
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Respondents: Who should you ask? Demographics
Age Educational level Income level (ask as range, not open-
ended) Parents? (w/young children, no children,
adult children) Race/Ethnicity Occupation/ Employment status
Focus on the demographics that are most relevant to your needs
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Respondents: Who should you ask?
Identify characteristics of your ideal target market
Where are they? (telephone, internet, etc.)
Random selectionMakeup should be representative of
expected target market population
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How large depends on Heterogeneity (more homogenous=smaller
size; more heterogeneous=larger size) Frequency of occurrence (less frequently =
larger sample; more frequently=smaller sample)▪ E.g. marital life of 16-20 year olds vs cell phone
usage Response rate (60 -70% & up = better
validity)
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Ask: Summarize main results How valid? (accurate) How reliable? (dependable) Test results (e.g., observing actual
behaviors, secondary sources) Apply insights
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SCORE is a nonprofit association dedicated to educating entrepreneurs and helping small businesses start, grow, and succeed nationwide. SCORE is a resource partner with the U.S. Small Business Administration (SBA), and has been mentoring small business owners for more than forty years.
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Small business mentoring (private)Seminars & Workshops
Marketing Business Plan Business startup & More
Small Business Tools, Templates, Events
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Contact Local SCORE office Website: http://orlando.score.org/ Tel: (407) 420-4844
Fax: (407)420-4849 Address:
3201 E. Colonial Dr.,Fashion Square Mall, Suite A-20Orlando,FL 32803
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EducatorEntrepreneurManager, trainerSCORE volunteer: Marketing