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Market ResearchPresented by: Dallas Hamilton, Alex Titus, Ian Horne, Lukas Weber,
and Shahya Khodadadeh
Objective
To understand how the performance of survey task can lead to good
market research
A survey is defined as, “A detailed study of a market or geographical area to
gather data on attitudes, impressions, opinions, satisfaction level, etc.”
Agenda
Survey Questions
Survey Samples
Data Gathering
Reflection
Discussion Questions
Creating Survey Research Questions
Companies want to know people’s knowledge, attitude, preference, and buying behavior
Surveys help to obtain unique information about multiple different things
Conducted by: Phone Email In person online
Creating Survey Research Questions (cont.)
Questionnaire= collecting primary data
Close-end questions: give possible answers to choose from
Open-end questions: allows subject to respond in own words Reveal more than close-end questions
Close-end Questions
Answers are easy to interpret or tabulate More structure to get a specific answer
Types of close-end: Multiple choice Scale questions
Open-end Questions
Useful for exploratory research Finding out what people think Not concerned with how many people think
Wording and Ordering of Questions
Wording: Simple Direct Un-biased
Ordering: Logical order First question should create interest Last question should be personal or more difficult
Problems with survey questions
Subjects cannot remember answers or have never thought about it
Unwilling to answer questions about private matters
Subject may answer even when they do not know to sound more intelligent
May answer to the most pleasing choice
Click here
Finding a Sample of Respondents
Researchers need to interview consumers to gather data
Survey from entire target population: census
Census provide perfect answers Every person in target is surveyed
Census Time-consuming Expensive Wasteful
Finding a Sample of Respondents
Finding a correct sample Probability (random selection)
Every subject has a chance to be in the sample Nonprobability
when random selection is to to expensive or take too much time
Types of probability samples
Probability
Samples
Simple Rando
m
Stratified random
Cluster
Types of Nonprobability Samples
Convenience sample
Judgment Sample
Non proportiona
l quota Sample
Snowball sampling
Gathering Data
Gathering and interpreting data is very important for a business’s success
With survey research many things can affect the accuracy of the data
Gathering Data
Secondary
Internal databases Internet
Primary
Observation Survey Experime
nt
Primary Data
Survey research give data from first hand experiences from real people
Problems are common with survey data Shortcut errors Subject does not understand questions Questions can be confusing, or offensive
Secondary Data for Customer Insights
Helps to begin research
Obtained very quickly
Comes from various sources
Potential problems: Inability to obtain all data needed Information might not be useful, accurate, or current
Reflection
Discussion Questions
1. Explain the role of secondary data in gaining customer insights. Where do marketers obtain secondary data and what are the potential problems using it?
2. What are the advantages of Internet-based survey research over traditional survey research? What is neuromarketing, and how is it useful in marketing research?
References
Google. (2012, March 29). Google Consumer Surveys. Youtube. Retrieved from http://www.youtube.com/watch?v=90MIiBvXYcw
Kotler, P. (2013). Principles of marketing: Student value edition. (pp. 100-125). [S.l.]: Prentice Hall.
NBRIResearch. (2013, February 15). Customer and Employee Surveys | Market Research | NBRI. YouTube. Retrieved from http://www.youtube.com/watch?v=arHFglXtG70
Sampling. (n.d.). Sampling. Retrieved from http://www.socialresearchmethods.net/kb/sampling.php
Stichproben und Repräsentativität. (n.d.). Stichproben Und Repräsentativität. Retrieved from http://arbeitsblaetter.stangl-taller.at/FORSCHUNGSMETHODEN/Stichproben.shtml
Survey. (n.d.). BusinessDictionary.com. Retrieved from http://www.businessdictionary.com/definition/survey.html