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Survey Research for Market Insights: Techniques and Best Practices

Learn how survey tasks drive market research success, from question creation to data gathering. Understand various survey types, question formats, sampling methods, and data interpretation strategies. Includes reflection questions and reference sources.

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Survey Research for Market Insights: Techniques and Best Practices

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  1. Market Research Presented by: Dallas Hamilton, Alex Titus, Ian Horne, Lukas Weber, and ShahyaKhodadadeh

  2. Objective To understand how the performance of survey task can lead to good market research

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  4. A survey is defined as, “A detailed study of a market or geographical area to gather data on attitudes, impressions, opinions, satisfaction level, etc.”

  5. Creating Survey Research Questions • Companies want to know people’s knowledge, attitude, preference, and buying behavior • Surveys help to obtain unique information about multiple different things • Conducted by: • Phone • Email • In person • online

  6. Creating Survey Research Questions (cont.) • Questionnaire= collecting primary data • Close-end questions: give possible answers to choose from • Open-end questions: allows subject to respond in own words • Reveal more than close-end questions

  7. Close-end Questions • Answers are easy to interpret or tabulate • More structure to get a specific answer • Types of close-end: • Multiple choice • Scale questions

  8. Open-end Questions • Useful for exploratory research • Finding out what people think • Not concerned with how many people think

  9. Wording and Ordering of Questions • Wording: • Simple • Direct • Un-biased • Ordering: • Logical order • First question should create interest • Last question should be personal or more difficult

  10. Problems with survey questions • Subjects cannot remember answers or have never thought about it • Unwilling to answer questions about private matters • Subject may answer even when they do not know to sound more intelligent • May answer to the most pleasing choice

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  12. Finding a Sample of Respondents • Researchers need to interview consumers to gather data • Survey from entire target population: census • Census provide perfect answers • Every person in target is surveyed • Census • Time-consuming • Expensive • Wasteful

  13. Finding a Sample of Respondents • Finding a correct sample • Probability (random selection) • Every subject has a chance to be in the sample • Nonprobability • when random selection is to to expensive or take too much time

  14. Types of probability samples

  15. Types of Nonprobability Samples

  16. Gathering Data • Gathering and interpreting data is very important for a business’s success • With survey research many things can affect the accuracy of the data

  17. Primary Data • Survey research give data from first hand experiences from real people • Problems are common with survey data • Shortcut errors • Subject does not understand questions • Questions can be confusing, or offensive

  18. Secondary Data for Customer Insights • Helps to begin research • Obtained very quickly • Comes from various sources • Potential problems: • Inability to obtain all data needed • Information might not be useful, accurate, or current

  19. Reflection

  20. Discussion Questions • Explain the role of secondary data in gaining customer insights. Where do marketers obtain secondary data and what are the potential problems using it? • What are the advantages of Internet-based survey research over traditional survey research? What is neuromarketing, and how is it useful in marketing research?

  21. References • Google. (2012, March 29). Google Consumer Surveys. Youtube. Retrieved from http://www.youtube.com/watch?v=90MIiBvXYcw • Kotler, P. (2013). Principles of marketing: Student value edition. (pp. 100-125). [S.l.]: Prentice Hall. • NBRIResearch. (2013, February 15). Customer and Employee Surveys | Market Research | NBRI. YouTube. Retrieved from http://www.youtube.com/watch?v=arHFglXtG70 • Sampling. (n.d.). Sampling. Retrieved from http://www.socialresearchmethods.net/kb/sampling.php • Stichproben und Repräsentativität. (n.d.). Stichproben Und Repräsentativität. Retrieved from http://arbeitsblaetter.stangl-taller.at/FORSCHUNGSMETHODEN/Stichproben.shtml • Survey. (n.d.). BusinessDictionary.com. Retrieved from http://www.businessdictionary.com/definition/survey.html

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