1. Marketing Research Process
Chapter 29.2

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

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

5. 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

6. 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?

7. 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.

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