Marketing Research Process Chapter 29.2

The Marketing Survey constructing THE survey Validity Reliability When questions asked on a questionnaire (survey) measure what was intended to be measured. When a research technique produces nearly identical results in repeated trials. Ex. Was your food hot? Would not yield a reliable answer. Why? “HOT” could be interpreted as either the level of spiciness or the temperature of the food

TO BE VALID AND RELIABLE, A SURVEY MUST BE PROPERLY WRITTEN, FORMATTED, AND ADMINISTERED.  

Writing Questions Open Ended Questions Forced-Choice Questions Ask respondents to construct their own response to a question. Ex. What changes or additions to this product would you recommend? Ask respondents to choose answers from possibilities given on a survey. Yes/No Questions Multiple-Choice Questions Rating Scale Questions Ex. How would you rate our service today? Excellent, Good, Fair, Below Average Level of Agreement Questions Ex. The cafeteria should serve heart-healthy foods. Strongly Agree, Agree, Neutral, Disagree  

basic guidelines for writing questions Be Brief and write clearly Use same rating scales for all similar questions. Do not ask leading questions Ex. Do you prefer X or the more reasonable priced Z? WHY? The phrase “more reasonable priced” could cause respondents to answer Z. Avoid bias Avoid questions that might cause a respondent to guess at the meaning of your question. Ex. How many students in your high school drink coffee on a daily basis?

FORMATTING Clear Directions at the beginning Short and to the point Dark ink and clearly defined section headings Personal Data should be gathered at the end of the survey.

ADMINISTERING THE SURVEY Include deadlines to complete Use incentives to lure respondents. Coupons, Free gifts, Cash prize.