market research - paper base questioners

8/7/2019 market research - paper base questioners

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OUR POSITION

We are the Account Representative for Punta Mita Marketing

Research Associates.

The sales manager at Puerto Vallarta Autos(Doreteo

Dominguez) hire us for marketing research on fields of their

business, he feels that their company may have a problem in

near future because they have detected that their local markethas changed greatly.

So we should Advise to Doreteo Dominguez on an suitable

method of marketing research, and define any benefits and

weaknesses of such a method.

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What is a survey ?

A ³survey´ is a systematic method of gathering information from (a

sample of) entities for the purpose of constructing quantitative

descriptors of the attributes of the larger population of wich the

entities are members

A survey usually originates when an individual or institution isconfronted with an information need and the existing data are

insufficient

What is survey methodology ?

Survey methodology is the study of survey methods

INTRODUCTION :

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TR ADITIONAL DAT A COLLECTION METHODS

We prefer using quantitiative methods base on paper & FTF

We distributing questionnairespaper in some places like a

chain shops, hotels, car rental, real states, where more have

common related to our fileds and motivating to filling that

questionairs, then collecting that & send it to us.

Sending the interviewers to the respondent·s home or office

to administer the questions in face-to-face (FTF) interviews

* Questionnaire :is a standardised set of questions administered to the

respondents in a survey

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FORMATTING THE ANSWER

Survey items can take a variety of formats; but we prefer Closed questions :

Because i think if ordring question by response structire can

catch to our golads easily & quieckly we can conclustion

Easy to answer:

Close question is more easier than open questions for answer Computer base questions:

Because that form will read by computer & then evaluatated by

computer. so, we can gadering information in short tome.

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THE ORDER OF A QUESTIONAIRE

1. personal informaitonsa) Sexb) Agec) studyd) Marital status

2. general informaitiona) Jobb) Type of jobc) Incomed) Interste) hobbit

3. Related information

a) How big thier familyb) What is the perpose use of car c) How many car they haved) Which type that ise) How ofen they use itf) Which part of city lives

g)W

hich type of house they liveh) How much they like speand for buying car

i) Which featurs of car are moreimportant for them & orderd

j) Which colors they prefer for thier cars

k)W

hich types of car they think isuseful for this city

Our forms have a 3 main parts:

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:

PAY ATTENTION TO THE

WORDING

Clearly specify the attitude object of interest Measure the strength of the attitute

using a response scale, a separate item

or multiple items that can be combined into a scale Giving more option rather at least 4 or 5 options

Note that an attitude have generally a direction (agree or disagree)

and an intensity (strongly disagree, disagree, neutral, agree,

strongly agree)

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ATTITUDE QUESTIONS:

REDUCE IMPACT OF QUESTION

ORDER

We asking general and specific questions about a topic, we orderd

the general question first

otherwise, the answer to the general question is likely to be affected

by the number and content of specific questions

When we asking questions about multiple items,start with the least popular

the unpopular questions are likely to seem even less appealing

when they follow more popular questions

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Use closed questions for measuring aptitudes;

open answers are difficult to code

Use five-to seven-point response scalesand label every scale point

verbal label ensure that interpret the scale in the same

way

ATTITUDE QUESTIONS:

PAY ATTENTION TO THE RESPONSE

SCALE

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OUR SCOPE

In conclusion:

We designed target forms for that filed of business

That questionnaires forms easily and quickly analysed &

verified with the computers

In total we evaluated lots of forms in a short period of

time with our strategies. Finally we giving our review of result of our

questionnaires for to the sales manager at Puerto Vallarta

Autos(Doreteo Dominguez) for using to improving their

business & their match with new market in Puerto

Vallarta.

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1 1

BENEFITS OF PERSONAL INTERVIEWS

1. Opportunity for feedback.

2. Opportunity to probe complex questions.

3. Reduction in rate of item nonresponse (completeness of

questionnaire).

4. Possibility of using visual aids & props.5. High response rate / willingness of respondents to

participate.



WEAKNESS OF PAPER BASE QUESTIONNAIRE

1. Absence of interviewer means:

± Loss of control over the data collection. (Computer Base)

± Respondent can misinterpret questions.

± Visual props cannot be used. (Picture include)

2. Questions have to be standardized.

3. Takes long time to receive response. (FTF ± Computer Base)

4. has to be short.

5. Low response rates. (FTF)

6. No assurance that intended subject actually completed the

questionnaire. (FTF)

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REFERENCES

Groves R.M. et al. Survey methodology, Wiley-interscience

Canada national statistical agency: http://www.statcan.gc.ca/

Eurostat methodological publications

European Values Study (EVS)



TH ANK YOU FOR YOUR ATTENTION

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