chapter 29 conducting marketing research 1 marketing essentials section 29.2 the marketing survey...
TRANSCRIPT
Chapter 29 Conducting Marketing Research 1
Marketing EssentialsMarketing Essentials
Section 29.2 The Marketing Survey
Chapter 29 Conducting Marketing Research
Chapter 29 Conducting Marketing Research 2
SECTION 29.2SECTION 29.2
What You'll LearnWhat You'll Learn
The Marketing SurveyThe Marketing Survey
How to construct a survey
The ways that technology is used in marketing research
Chapter 29 Conducting Marketing Research 3
SECTION 29.2SECTION 29.2 The Marketing SurveyThe Marketing Survey
Why It's ImportantWhy 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.
Chapter 29 Conducting Marketing Research 4
SECTION 29.2SECTION 29.2 The Marketing SurveyThe Marketing Survey
Key TermsKey Terms
validity
reliability
open-ended questions
forced-choice questions
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SECTION 29.2SECTION 29.2 The Marketing SurveyThe Marketing Survey
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.
Constructing the Questionnaire
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SECTION 29.2SECTION 29.2 The Marketing SurveyThe 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 29.2SECTION 29.2 The Marketing SurveyThe 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 29.2SECTION 29.2 The Marketing SurveyThe Marketing Survey
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.
Multiple Choice Questions
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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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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.
Basic Guidelines for Writing Questions
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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.
Formatting
Slide 1 of 2
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SECTION 29.2SECTION 29.2 The Marketing SurveyThe Marketing Survey
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.
Formatting
Slide 2 of 2
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SECTION 29.2SECTION 29.2 The Marketing SurveyThe Marketing Survey
All surveys should have deadlines for completion.
Surveys should include a brief explanation of the survey’s purpose, either presented before the survey or in a cover letter (with a mailed questionnaire).
Administering the Survey
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SECTION 29.2SECTION 29.2 The Marketing SurveyThe Marketing Survey
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.
The Impact of the Computer Technologies on Marketing Research
Slide 1 of 2
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SECTION 29.2SECTION 29.2 The Marketing SurveyThe Marketing Survey
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.
The Impact of the Computer Technologies on Marketing Research
Slide 2 of 2
Chapter 29 Conducting Marketing Research 16
29.2 ASSESSMENTASSESSMENT
Reviewing Key Terms and Concepts1. 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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29.2 ASSESSMENTASSESSMENT
Thinking Critically
Can business risks be eliminated by marketing research? Why or why not?
Chapter 29 Conducting Marketing Research 18
Marketing EssentialsMarketing Essentials
End of Section 29.2