 Practicum 1: Surveys February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike Gross.

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Presentation transcript:

 Practicum 1: Surveys February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike Gross

Agenda  What is a survey?  Finding respondents and gathering data  Issues that can arise  Why surveys are important  Conclusion

What is a Survey? A Survey is…  Primary data about  Knowledge  Attitudes  Preferences  Buying Behavior (Armstrong & Kotler, 2012, p 109)

What is a Survey? Survey Research  Most widely used in market research  Best for…  Descriptive information  General attitudes  Preferences (Armstrong & Kotler, 2012, PPT)

What is a Survey?  “…the most widely used method for primary data collection…” (Armstrong & Kotler, 2012, p 109)  “Major advantage… is its flexibility…” (Armstrong & Kotler, 2012, p 109)

Finding Respondents  Data gathered via Samples  Sample: A segment of the population that accurately represents the group being studied (Armstrong & Kotler, 2012, p 114)

Finding Respondents Probability Samples  Simple Random Sample  Stratified Random Sample  Cluster Sample

Gathering Data Several Methods  Most Common…  Mail- Low Cost, Low RR  Telephone - Medium Cost, Low RR  Personal - High Cost, High RR  Online - Low Cost, Medium RR (Armstrong & Kotler, 2012, p 110)

Issues with Surveys Issues include…  Consumer privacy  Inaccurate Findings  Misuse of Research Findings (Armstrong & Kotler, 2012, pp )

Why are Surveys Important?  Surveys can…  Gain customer insight  Help avoid mistakes  Keep costs low  Ex. Pontiac Aztec

Conclusion  Today we covered…  What a survey is  Finding respondents and gathering data  Issues that can arise  Why surveys are important

Questions?

References Armstrong, A., & Kotler, P. (2012). Principles of marketing. (14th ed., p. 109). Upper Saddle River, New Jersey: Prentice Hall. Armstrong, A., & Kotler, P., (2012). Chapter four: Managing marketing information to gain customer insights. [PowerPoint slides]. Retried from CSUMB, BUS306 iLearn account.