1. The Marketing Survey
Chapter 29.2

2. The Marketing Survey By the end of class, students will be able to:
Design a marketing research survey.
Administer a marketing research survey.

3. BRAIN WARMER
PREDICT Why is the survey method a great way to collect information?

4. The Marketing Survey validity reliability forced-choice question
open-ended question

5. The Marketing Survey
Marketing researchers must construct survey instruments that will provide valid and reliable information needed to make good business decisions.

6. 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.

7. 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.

8. 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.

9. 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.

10. 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? __________________

11. 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 ______________

12. 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

13. 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

14. 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?_________________________________________________________________________________________________________________________________________________________

15. 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

16. 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.

17. 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.