1. MMA How to design and validate an effective questionnaire for survey research Sample slide

2. MMA 1/10/2012MMA – Research Training2 “A problem clearly defined is half a problem solved”…. Charles Kettering, GE. Sample slide

3. MMA Defining the Research Problem A sales manager, in Florida, noted that there is a progressive decline in sales of tomato juice for three consecutive weeks; each week was worse than the one before. Which is the symptom and which is the problem here? a) Symptom: progressive decline in sales b) Problem: could be as remote as a reduction in bus fares in New York, where more money in the hands of the consumer encourages affluence.. The symptom-problem definition is quite an evasive exercise. How do we decide at which point the symptom stops and the problem exists. 1/10/2012MMA – Research Training3 Sample slide

4. MMA Symptoms versus Problems 1/10/2012 MMA – Research Training4 Problem Symptom A symptom is an indicator of a bigger issue – the problem. Problem: a question raised for inquiry, consideration, or solution (Meridian Dictionary) Sample slide

5. MMA Stating the research problem Clearly stating the problem and differentiating it from the symptom will lead to asking the right questions that will evoke the right information. - Problem statement: we need to expand our markets if the company must remain viable. - Problem: the viability of the company is threatened by its waning market size and shrinking sales. How do we translate these into research questions? We must first carry out preliminary investigations to clearly define the problem. 1/10/2012MMA – Research Training5 Sample slide

6. MMA Formulating research questions As the saying goes: “A problem well defined is half a problem solved”……Charles Kettering. Preliminary research can be used to shed more light on the problem/opportunity using exploratory research methods: i. Examination of historical records ii. Focus group interviews iii. Case studies Leading up to the formulation of research questions, and subsequently, the probing questions that are to be formatted into a questionnaire. 1/10/2012MMA – Research Training6 Sample slide

7. MMA Defining Research questions/hypotheses Research questions----the point at which the research determines the course of action to be taken and the specific data to be gathered. Research questions must be clearly stated. - Example: Is there a viable market for bottled water in Long Island City during the summer? Hypothesis----A statement that explains or makes generalizations about a set of facts or principles, usually forming a basis for possible experiments to confirm its viability. - Example: Long Island City is usually hot in the summer therefore we should sell many bottles of water. 1/10/2012MMA – Research Training7 Sample slide

8. MMA Types o f research questions Research questions come in three forms and suggest the type of investigation. The three forms of investigative questions: a) Descriptive: what is the extent of the market for bottled water? b) Observational: are male more likely than females to purchase bottled water during the summer? c) Causal: if we dropped the price of bottled water, would it affect sales and revenue in the short run? 1/10/2012MMA – Research Training8 Sample slide

9. MMA Turning a problem into probing questions 1/10/2012 MMA – Research Training9 Steps in transforming a research problem into probing questions. Do you think we should enter the market on the basis of price or should we do so on the basis of a quality product? What brand of water do you usually purchase? What are the reasons for choosing the water you purchased? Problem defined Research question Probing questions We are experiencing a fall in the sale of bottled water for three consecutive weeks and it seems we are being priced out of the market in Long Island. Sample slide

10. MMA Target Audience-Profile Defining the target audience is very critical for the magnitude of data sought and the type of probing questions that we need to ask. If the audience is not clearly defined, at least two error can possibly occur: - The researcher could miss the relevant information - Costly and wasted effort Who is the target audience? Which is a more clearly defined target audience? a) Definition 1: college students in New York City b) Definition 2: freshmen from the CUNY enrollment within the five boroughs of New York City It depends, at least, on the problem statement and the extent of data sought. 1/10/2012 MMA – Research Training 10 Sample slide

11. MMA Target Audience – Other Issues Access to the target audience. i. How easy would it be to contact the target audience and get them to participate in the research. ii. When and where to contact targets. This has implication for the type of media that will be used to administer the questionnaire. For example: magazines reach a specific audience ----golfers digest would be appropriate for reaching golfers. The response rate is critical for the types of media, time and costs: i. How many questionnaires have been completed and returned. ii. How many questionnaires have missing values. iii. Why are there missing values. Personal administered questionnaires have a higher response rate while the internet has a relatively lower response rate. 1/10/2012MMA – Research Training11 Sample slide

12. MMA Critical issues There are some critical issues at this point that will impact the designing of questionnaires: Cost in total and cost at each event of the process Time and schedules for all events Target audience: definition access and response Errors: sources and the necessary remedies Data management: how is data managed? ­ Collection ­ Cleaning ­ Analyzing ­ Storing 1/10/2012MMA – Research Training12 Sample slide

13. MMA Contact: MMA--Associates 57 South Orange Avenue Society Hill @ University Heights Newark, NJ 07103 USA Telephone: 973643 0541 www.marketingacumens.com The completed slide-set for this course is available.