Marketing Research
Developing a research Questionnaire
What is marketing research?
The systematic gathering, recording, and
analyzing of information about
problems related to marketing goods
and services.
Primary uses of marketing research
Obtain information about potential
customer:
Preferences
Opinions
Habits
Trends
Plans
4 Areas of Marketing Research:
Market Research
Product Research
 Focuses on the customer and the
market
 Focuses on the product itself
Advertising Research
 Focuses on the advertising message
and the media placement
Sales Research
 Focuses on sales data
Limitations of Marketing Research
 Cost $$
 Time
 Customer commitment / Validity of
data
 The time lag between research and
the application
The Marketing Research
Process
5 Steps of Research
1. Define the problem
2. Obtain data
3. Analyze the data
4. Recommend a solution
5. Apply the results
3 methods to collecting Primary
data
 Survey Method
 Observation Method
 Experimental Method
The Marketing Research
Process
1. Define the problem
What are the issues, or what problem
needs to be addressed?
Why is store traffic down?
What information do I need?

What are you shopping for today? ________________________

Have you ever shopped in XYZ store before? Y
N

Are you satisfied with the selection?
N

On a scale from 1-10 how satisfied are you with the prices?

Y
1 2 3 4 5 6 7 8 9 10

On a scale from 1-10 how helpful do you find the sales associates?

1 2 3 4 5 6 7 8 9 10

Are the dressing rooms adequate?

What other clothing stores do you frequent? ______________

______________
Y
N
Writing Problem Statement:
 Store sales are down 20% and
customers traffic is down 30% over
the same time period last year.
Developing A Questionnaire
Two types of Questions
Open ended questions:
Forced-choice questions:
Open ended questions:

Ask respondents to construct their own responses to a question
1.
What are you shopping for today?
________________________
2.
What other clothing stores do you frequent?
______________,
1.
_____________
If there is one thing we could change to make your shopping
experience better, what would it be?
________________________________________________
Forced-choice questions
 Ask respondents to choose answers
from possibilities given on the
questionnaire
Can be:
 Two-choice questions
 Multiple choice questions
 Rating questions
Two- Choice Questions
Please answer Yes or No to the following questions:
1. Did the associates make you feel welcome?
Yes
No
2. Are you satisfied with the selection?
Yes
No
3. Was the service prompt?
Yes
No
Multiple Choice Questions
1. Please choose which of the following is most
important to you when deciding where you
shop for clothes:
A. Changing Rooms
B. Customer Service
C. Price
D. Selection
E. Store Location
Rating Questions
1.Please rate the following:
Prices:
Excellent
Good
Fair
Poor
Selection:
Excellent
Good
Fair
Poor
Cust. Service: Excellent
Good
Fair
Poor
Rating Questions
On a scale from 1-10 how satisfied are you
with the prices?
1 2 3 4 5 6 7 8 9 10
On a scale from 1-10 how satisfied are you
with the merchandise selection?
1 2 3 4 5 6 7 8 9 10
Questionnaire Format
 Use different types of questions
 Write clear directions for each section
 Well written and easy to read
 Number all questions
 If questionnaire requires more than one
page place a message at the bottom of
each page asking respondents to move to
the next page
Activity
Writing a Survey