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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

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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

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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