The
Marketing
Survey
Chapter 29.2
The Marketing Survey
By the end of class, students will be able to:
 Design
a marketing research survey.
 Administer
a marketing research survey.
PREDICT Why is the survey method a great
way to collect information?
The Marketing Survey
• validity
• reliability
• forced-choice question
• open-ended question
The Marketing Survey
Marketing researchers must construct survey
instruments that will provide valid and
reliable information needed to make good
business decisions.
The Marketing Survey
Constructing the Questionnaire
Two Essential Elements of a Questionnaire
Validity
Validity
When the questions in a
questionnaire measure
what was intended to be
measured; the quality of
being logically valid or
effective.
Reliability
Reliability
When a research technique
produces nearly identical
results in repeated trials;
the trait of being
dependable.
The Marketing Survey
Constructing the Questionnaire
Types of Questions
Forced-Choice
Questions
Open-Ended
Questions
Forced-Choice Question
A question that asks
respondents to choose an
answer from possibilities
given on a questionnaire.
Open-Ended Question
A question that requires
more than a “yes” or “no”
answer and requires
respondents to construct
their own response.
The Marketing Survey
Constructing the Questionnaire
STEP 1 – DEFINE THE PROBLEM
1
Defining the
Problem
What problem are you trying to solve or
understand with your questionnaire?
Gatorade was created due to a problem in 1965.
The Marketing Survey
Constructing the Questionnaire
STEP 2 – OBTAIN THE DATA
2
Obtaining
the Data
With the use of a survey, record the data.
The survey method uses a sample
of the population.
The larger the representative
sample, the more accurate the
results.
The Marketing Survey
Forced-Choice Questions
Yes/No Questions
Please circle your response to the following question:
 Is the school store layout orderly?
Yes
No
 Did you find what you came in to buy?
Yes
No

IF ‘No’, what was it? __________________
The Marketing Survey
Forced-Choice Questions
Multiple Choice Questions:
 Which
items have you purchased in the
past year? (Please check all that apply)
 T-shirt
 Jacket
 Sweatshirt
 Baby
 Sweater
 Stadium
 Food
 Drink
Blanket
Clothes
 Accessories
 Sweat pants
 Pajama pants
 Other
______________
The Marketing Survey
Forced-Choice Questions
Rating Scale Questions:
Please rate the following: (Please circle one for each line item)
 Product
Quality
Excellent
Good
Average
Fair
Poor
 Color
Choices
Excellent
Good
Average
Fair
Poor
 Value
for my Money Excellent
Good
Average
Fair
Poor
The Marketing Survey
Forced-Choice Questions
Level of Agreement Questions:
(Please circle one for each line item)
“The
store is clean.”
Strongly
Agree
Agree
Neutral
Disagree
Strongly
Disagree
employees are Strongly Agree
friendly.”
Agree
Neutral
Disagree
Strongly
Disagree
“The
Neutral
Disagree
Strongly
Disagree
“The
store should sell
Pop-Tarts.”
Strongly
Agree
Agree
The Marketing Survey
Open-Ended Questions
Cannot be answered with Yes or No Answer
Ask for an opinion or an idea, but be very specific so
you get valid and reliable results.
What
new product(s) would you buy if they were
offered in the Falcon’s
Nest?_______________________________________________
_____________________________________________________
_____________________________________________________
Marketing Research Survey
Objective: To learn the value and purpose of primary
research data by administering a survey on a current topic.
Directions: You and a partner will create and administer a
survey on one of the following subjects:






A school sport
The school facilities
Post-Secondary Education/ College
The school band
The school facilities
AP Classes






Co-op Jobs
School Cafeteria
Music (Be specific)
Fashion (Be specific)
Health & Nutrition
Health & Fitness
Marketing Research Survey
Project Requirements:
Use
MS WORD to create a marketing survey.
Define
a problem, issue or inquiry for more data in which a
survey would help satisfy possible solutions. Write out your
survey problem as your objective.
Construct
at least 5 questions. Remember to keep it simple
and clear. Avoid all bias and pre-test your questions!
 You must include at least 4 forced questions and at
least 1 open-ended question.

You must also include two extra demographic
questions, such as grade level and gender at the
beginning or end of the survey.
Marketing Research Survey
Project Requirements:
We
will go to the computer lab to create the
surveys. You must have your survey questions
approved before you print them out.
Then,
before next class, you will administer the
survey to 10 people.
Next
class, you will tabulate your results, and
present your findings to the class for a grade.