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Practicum 1: Surveys February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike...

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S Practicum 1: Surveys February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike Gross
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Page 1: Practicum 1: Surveys February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike Gross.

S

Practicum 1: SurveysFebruary 14, 2013

Business 306

Vinny DeLorenzo Kevin Durham

Matt WellingMike Gross

Page 2: Practicum 1: Surveys February 14, 2013 Business 306 Vinny 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

Page 3: Practicum 1: Surveys February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike Gross.

What is a Survey?

A Survey is… Primary data about

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

Page 4: Practicum 1: Surveys February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike Gross.

What is a Survey?

Survey Research Most widely used in

market research Best for…

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

Page 5: Practicum 1: Surveys February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike Gross.

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)

Page 6: Practicum 1: Surveys February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike Gross.

Finding Respondents

Data gathered via Samples Sample:

A segment of the population that accurately represents the group being studied

(Armstrong & Kotler, 2012, p 114)

Page 7: Practicum 1: Surveys February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike Gross.

Finding Respondents

Probability Samples

Simple Random Sample

Stratified Random Sample

Cluster Sample

Page 8: Practicum 1: Surveys February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike Gross.

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)

Page 9: Practicum 1: Surveys February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike Gross.

Issues with Surveys

Issues include…

Consumer privacy Inaccurate Findings Misuse of Research

Findings

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

Page 10: Practicum 1: Surveys February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike Gross.

Why are Surveys Important?

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

Ex. Pontiac Aztec

Page 11: Practicum 1: Surveys February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike Gross.

Conclusion

Today we covered…

What a survey is Finding respondents

and gathering data Issues that can arise Why surveys are

important

Page 12: Practicum 1: Surveys February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike Gross.

Questions?

Page 13: Practicum 1: Surveys February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike Gross.

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.


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