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The Marketing Survey. Chapter 29.2. The Marketing Survey. By the end of class, students will be able to:. Design a marketing research survey. Administer a marketing research survey. BRAIN WARMER. PREDICT Why is the survey method a great way to collect information?.

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the marketing survey1
The Marketing Survey

By the end of class, students will be able to:

  • Design a marketing research survey.
  • Administer a marketing research survey.
slide3

BRAIN WARMER

PREDICT Why is the survey method a great way to collect information?

the marketing survey2
The Marketing Survey
  • validity
  • reliability
  • forced-choice question
  • open-ended question
the marketing survey3
The Marketing Survey

Marketing researchers must construct survey instruments that will provide valid and reliable information needed to make good business decisions.

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The Marketing Survey

Constructing the Questionnaire

Two Essential Elements of a Questionnaire

Validity

Reliability

Validity

When the questions in a questionnaire measure what was intended to be measured; the quality of being logically valid or effective.

Reliability

When a research technique produces nearly identical results in repeated trials; the trait of being dependable.

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The Marketing Survey

Constructing the Questionnaire

Types of Questions

Forced-ChoiceQuestions

Open-EndedQuestions

Forced-Choice Question

A question that asks respondents to choose an answer from possibilities given on a questionnaire.

Open-Ended Question

A question that requires more than a “yes” or “no” answer and requires respondents to construct their own response.

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The Marketing Survey

Constructing the Questionnaire

STEP 1 – DEFINE THE PROBLEM

1

Defining the Problem

What problem are you trying to solve or understand with your questionnaire?

Gatorade was created due to a problem in 1965.

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The Marketing Survey

Constructing the Questionnaire

STEP 2 – OBTAIN THE DATA

2

Obtaining 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.

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The Marketing Survey

Forced-Choice Questions

Yes/No Questions

Please circle your response to the following question:

  • Is the school store layout orderly? Yes No
  • Did you find what you came in to buy? Yes No
                • IF ‘No’, what was it? __________________
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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
  • Jacket
  • Baby Clothes
  • Accessories
  • Sweat pants
  • Pajama pants
  • Other ______________
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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
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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 Strongly
  • Agree Disagree
  • Strongly Agree Neutral Disagree Strongly
  • Agree Disagree
  • Strongly Agree Neutral Disagree Strongly
  • Agree Disagree
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The Marketing Survey

Open-Ended Questions

Cannot be answered with Yes or No Answer

Ask 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 survey
Marketing Research Survey

Objective: 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
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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 survey2
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.