Marketing Research 101 Developing a research study to define a problem or opportunity.

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Presentation transcript:

Marketing Research 101 Developing a research study to define a problem or opportunity

The Basic Steps: Step 1 Define the objective of your research project: “To determine the level of existing customer satisfaction or loyalty among shoppers of Chico’s Clothing Store at the Galleria Mall”

Step 2 Outline your “Areas of Questioning” Such as: A. Shopping Habits among customers for this store and other similar stores. B. Level of Customer Service Satisfaction today and in the past. B. Level of Customer Service Satisfaction today and in the past. C. Demographic Questions C. Demographic Questions

Step 3 Design Survey Use close ended questions as much as possible. Yes/No Yes/No Multiple Choice Multiple Choice Likert Scale (1-10, with 1=poor, 10=excellent) Likert Scale (1-10, with 1=poor, 10=excellent)

More Tips On Writing Surveys Number every questions Number every questions Test the survey on friends to make sure you are getting desired results and that it is easy to understand. Test the survey on friends to make sure you are getting desired results and that it is easy to understand. Meet with instructor to review your draft of questions. Meet with instructor to review your draft of questions.

How many surveys to conduct? If your survey is among consumers (B2C) a good number of completed surveys would be (try for 100!). If your survey is among consumers (B2C) a good number of completed surveys would be (try for 100!). If you are conducting a survey among business people: B2B (25-30 surveys would be fine). If you are conducting a survey among business people: B2B (25-30 surveys would be fine).

Other Advice Meet with manager of business to get their approval first. Show them your survey. Meet with manager of business to get their approval first. Show them your survey. Conduct survey on at least two different occasions. Conduct survey on at least two different occasions. It’s best to have two team members conducting the survey on the same day. It’s best to have two team members conducting the survey on the same day. Read the survey to respondents and record their answers, do NOT hand it to them to fill out. Read the survey to respondents and record their answers, do NOT hand it to them to fill out. Take photos of the interviewing for your appendix and presentation. Take photos of the interviewing for your appendix and presentation.

Good Luck and Have Fun! When this project is complete you will have a new appreciation for those market researchers who conduct surveys for a living!