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?

The Marketing Survey 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 Constructing the Questionnaire Validity 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.

Forced-Choice Questions The Marketing Survey Constructing the Questionnaire Types of Questions Forced-Choice Questions Open-Ended Questions 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.

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.

With the use of a survey, record the data. 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.

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? __________________

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 ______________

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

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

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 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 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.