Marketing Essentials

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Marketing Essentials
n Chapter 29 Conducting Marketing Research
Section 29.2 The Marketing Survey
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SECTION 29.2
The Marketing Survey
What You'll Learn

• How to construct a survey
• The ways that technology is used in marketing
  research

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SECTION 29.2
The Marketing Survey
Why It's Important
Businesses need valid and reliable data to make
good decisions. Marketing researchers need to
know how to construct survey instruments that
provide the necessary information to assist in
the decision-making process.
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SECTION 29.2
The Marketing Survey
Key Terms

• validity
• reliability
• open-ended questions
• forced-choice questions

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SECTION 29.2
The Marketing Survey
Constructing the Questionnaire
Questionnaires should provide data that have
validity. Validity exists when the questions
asked measure what was intended to be
measured. Research questionnaires should also
have reliability. Reliability exists when a
research technique produces nearly identical
results in repeated trials. To be valid and
reliable, a questionnaire must be properly
written, formatted, and administered.
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SECTION 29.2
The Marketing Survey
Writing Questions

• Survey questions can be either open ended or
  forced choice.
• Open-ended questions ask respondents to construct
  their own response to a question.
• Example "How can we serve you better?"
• Forced-choice questions ask respondents to choose
  answers from set possibilities. Forced-choice
  questions are the simplest to write and easiest
  to tabulate.

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SECTION 29.2
The Marketing Survey
Yes/No Questions
Two-choice questions give the respondent only
two options, usually yes or no. Yes/No questions
should be used only when asking for a response
on one issue. Yes/No questions are often used as
filter questions. Filter questions help to guide
respondents to answer only those questions that
apply.
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SECTION 29.2
The Marketing Survey
Multiple Choice Questions
Multiple choice questions give the respondent
several choices. When constructing multiple
choice questions, it is important that the
options are made comprehensive enough to include
every possible response.
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SECTION 29.2
The Marketing Survey
Level of Agreement Questions
When assessing attitudes or opinions, it is often
a good idea to write statements that reflect
those attitudes or opinions. Then you can ask
respondents for their level of agreement with the
statements.
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SECTION 29.2
The Marketing Survey
Basic Guidelines for Writing Questions

• When writing the specific questions you should
  follow some basic guidelines
• Each question should be written clearly and as
  briefly as possible.
• Use the same ranking or rating scales for all
  similar questions.
• Do not ask leading questions, which suggest a
  correct answer.
• Avoid any bias, which is a systematic error
  introduced by encouraging one outcome or answer
  over the others.

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SECTION 29.2
The Marketing Survey
Formatting

• Questionnaires must have excellent visual
  appearance and design.
• Use dark ink (usually black) on light paper and
  type that is easy to read.
• Use shaded sections for contrast and arrows to
  lead the reader through the questionnaire.

Slide 1 of 2
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SECTION 29.2
The Marketing Survey
Formatting

• Place section headings or numbers on survey
  sections, and number all questions.
• Include clear directions.
• Include demographic questions at the end of the
  survey. People will be less likely to answer them
  at the beginning.

Slide 2 of 2
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SECTION 29.2
The Marketing Survey
Administering the Survey
All surveys should have deadlines for completion.
Surveys should include a brief explanation of
the surveys purpose, either presented before the
survey or in a cover letter (with a mailed
questionnaire).
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SECTION 29.2
The Marketing Survey
The Impact of the Computer Technologies on
Marketing Research
Computer technologies have had a tremendous
impact on marketing research. Software programs
allow researchers to analyze huge amounts of
information. They also allow researchers to find
secondary data in computer databases, prepare
surveys, and generate lists of potential
questionnaire respondents.
Slide 1 of 2
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SECTION 29.2
The Marketing Survey
The Impact of the Computer Technologies on
Marketing Research

• Computerized databases are a source of data
  collection.
• Software programs assist with forecasting,
  analyzing market data to predict future sales.
• Research can be conducted through online surveys
  and focus group chat sessions on the Internet.
• Automated dialers place calls automatically, and
  digital surveys can be conducted by a prerecorded
  voice.

Slide 2 of 2
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ASSESSMENT
29.2
Reviewing Key Terms and Concepts
1. Why should questionnaires provide data that
have validity? 2. Why should research
questionnaires have reliability? 3. What are
three steps that must be taken to construct a
valid and reliable questionnaire? 4. What are
some methods of administering a
questionnaire? 5. Name six research activities
that computers can help researchers perform.
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ASSESSMENT
29.2
Thinking Critically
Can business risks be eliminated by marketing
research? Why or why not?
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Marketing Essentials
End of Section 29.2