Download - The Marketing Survey
The Marketing SurveyChapter 29.2
By the end of class, students will be able to:
The Marketing Survey
Design a marketing research survey.
Administer a marketing research survey.
PREDICT Why is the survey method a great way to collect information?
• validity
• reliability
• forced-choice question
• open-ended question
The Marketing Survey
Marketing researchers must construct survey
instruments that will provide valid and
reliable information needed to make good
business decisions.
The Marketing Survey
The Marketing Survey
Constructing the Questionnaire
Two Essential Elements of a Questionnaire
Validity Reliability
ValidityWhen the questions in a questionnaire measure what was intended to be measured; the quality of being logically valid or effective.
ReliabilityWhen a research technique produces nearly identical results in repeated trials; the trait of being dependable.
The Marketing SurveyConstructing the Questionnaire
Types of Questions
Forced-ChoiceQuestions
Open-EndedQuestions
Forced-Choice QuestionA question that asks respondents to choose an answer from possibilities given on a questionnaire.
Open-Ended QuestionA question that requires more than a “yes” or “no” answer and requires respondents to construct their own response.
The Marketing SurveyConstructing the Questionnaire
Defining the Problem
1
STEP 1 – DEFINE THE PROBLEM
Gatorade was created due to a problem in 1965.
What problem are you trying to solve or understand with your questionnaire?
The Marketing SurveyConstructing the Questionnaire
Obtaining the Data
2
STEP 2 – OBTAIN THE DATA
With the use of a survey, record the data.
The survey method uses a sample of the population.
The larger the representative sample, the more accurate the results.
The Marketing Survey
Forced-Choice Questions
The Marketing Survey
Forced-Choice Questions
Multiple Choice Questions:
Which items have you purchased in the past year? (Please check all that apply)
T-shirt Sweatshirt Sweater Stadium Blanket Food Drink
JacketBaby ClothesAccessoriesSweat pantsPajama pantsOther ______________
The Marketing Survey
Forced-Choice Questions
Rating Scale Questions:
Please rate the following: (Please circle one for each line item)
Product Quality
Color Choices
Value for my Money
Excellent Good Average Fair Poor
Excellent Good Average Fair Poor
Excellent Good Average Fair Poor
The Marketing Survey
Forced-Choice Questions
Level of Agreement Questions: (Please circle one for each line item)
“The store is clean.”
“The employees are friendly.”
“The store should sell Pop-Tarts.”
Strongly Agree Neutral Disagree StronglyAgree Disagree
Strongly Agree Neutral Disagree StronglyAgree Disagree
Strongly Agree Neutral Disagree StronglyAgree Disagree
The Marketing Survey
Open-Ended Questions
Cannot be answered with Yes or No AnswerAsk for an opinion or an idea, but be very specific so you get valid and reliable results.
What new product(s) would you buy if they were offered in the Falcon’s Nest?_________________________________________________________________________________________________________________________________________________________
Marketing Research SurveyObjective: To learn the value and purpose of primary research data by administering a survey on a current topic.
Directions: You and a partner will create and administer a survey on one of the following subjects: A school sport The school facilities Post-Secondary Education/
College The school band The school facilities AP Classes
Co-op Jobs School Cafeteria Music (Be specific) Fashion (Be specific) Health & Nutrition Health & Fitness
Marketing Research Survey
Project Requirements:
Use MS WORD to create a marketing survey.
Define a problem, issue or inquiry for more data in which a survey would help satisfy possible solutions. Write out your survey problem as your objective.
Construct at least 5 questions. Remember to keep it simple and clear. Avoid all bias and pre-test your questions!
You must include at least 4 forced questions and at least 1 open-ended question.
You must also include two extra demographic questions, such as grade level and gender at the beginning or end of the survey.
Marketing Research Survey
Project Requirements:
We will go to the computer lab to create the surveys. You must have your survey questions approved before you print them out.
Then, before next class, you will administer the survey to 10 people.
Next class, you will tabulate your results, and present your findings to the class for a grade.