The Marketing Survey Chapter 29.2. By the end of class, students will be able to: The Marketing Survey Design a marketing research survey. Administer

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


Marketing researchers must construct survey

instruments that will provide valid and

reliable information needed to make good

business decisions.



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.


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?


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.


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 ______________



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





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




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.

Documents

The Marketing Survey Chapter 29.2. By the end of class, students will be able to: The Marketing Survey Design a marketing research survey. Administer