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Practicum 1: SurveysFebruary 14, 2013

Business 306Vinny DeLorenzo

Kevin Durham Matt Welling

Mike Gross

Agenda

What is a survey? Finding respondents and

gathering data Issues that can arise Why surveys are

important Conclusion

What is a Survey?

A Survey is… Primary data about

Knowledge Attitudes Preferences Buying Behavior(Armstrong & Kotler, 2012, p 109)

What is a Survey?

Survey Research Most widely used in

market research Best for…

Descriptive information General attitudes Preferences(Armstrong & Kotler, 2012, PPT)

What is a Survey?

“…the most widely used method for primary data collection…”

(Armstrong & Kotler, 2012, p 109)

“Major advantage… is its flexibility…”

(Armstrong & Kotler, 2012, p 109)

Finding Respondents

Data gathered via Samples Sample:

A segment of the population that accurately represents the group being studied(Armstrong & Kotler, 2012, p 114)

Finding Respondents

Probability Samples Simple Random Sample

Stratified Random Sample

Cluster Sample

Gathering Data

Several Methods Most Common…

Mail- Low Cost, Low RR Telephone- Medium Cost, Low

RR Personal- High Cost, High RR Online- Low Cost, Medium RR

(Armstrong & Kotler, 2012, p 110)

Issues with Surveys

Issues include…

Consumer privacy Inaccurate Findings Misuse of Research

Findings

(Armstrong & Kotler, 2012, pp 124-125)

Why are Surveys Important?

Surveys can… Gain customer insight Help avoid mistakes Keep costs low

Ex. Pontiac Aztec

Conclusion

Today we covered… What a survey is Finding respondents and

gathering data Issues that can arise Why surveys are

important

Questions?

References

Armstrong, A., & Kotler, P. (2012). Principles of marketing. (14th ed., p. 109). Upper Saddle River, New Jersey: Prentice Hall.

Armstrong, A., & Kotler, P., (2012). Chapter four: Managing marketing information to gain customer insights. [PowerPoint slides]. Retried from CSUMB, BUS306 iLearn account.