Market Research
Presented by: Dallas Hamilton, Alex Titus, Ian Horne, Lukas Weber, and Shahya
Khodadadeh
S
Objective
To understand how the performance of
survey task can lead to good market
research
Click here
A survey is defined as, “A detailed study of a
market or geographical area to gather data on
attitudes, impressions, opinions, satisfaction
level, etc.”
Creating Survey Research
Questions
S Companies want to know people’s knowledge, attitude,
preference, and buying behavior
S Surveys help to obtain unique information about multiple
different things
S Conducted by:
S Phone
S Email
S In person
S online
Creating Survey Research
Questions (cont.)
S Questionnaire= collecting primary data
S Close-end questions: give possible answers to choose from
S Open-end questions: allows subject to respond in own words
S Reveal more than close-end questions
Close-end Questions
S Answers are easy to interpret or tabulate
S More structure to get a specific answer
S Types of close-end:
S Multiple choice
S Scale questions
Open-end Questions
S Useful for exploratory research
S Finding out what people think
S Not concerned with how many people think
Wording and Ordering of
Questions
S Wording:
S Simple
S Direct
S Un-biased
S Ordering:
S Logical order
S First question should create interest
S Last question should be personal or more difficult
Problems with survey questions
S Subjects cannot remember answers or have never thought
about it
S Unwilling to answer questions about private matters
S Subject may answer even when they do not know to sound
more intelligent
S May answer to the most pleasing choice
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Finding a Sample of
Respondents
S Researchers need to interview consumers to gather data
S Survey from entire target population: census
S Census provide perfect answers
S Every person in target is surveyed
S Census
S Time-consuming
S Expensive
S Wasteful
Finding a Sample of
Respondents
S Finding a correct sample
S Probability (random selection)
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Every subject has a chance to be in the sample
S Nonprobability
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when random selection is to to expensive or take too much time
Types of probability samples
Stratified
random
Simple
Random
Cluster
Probability
Samples
Types of Nonprobability
Samples
Convenience
sample
Judgment
Sample
Non
proportional
quota Sample
Snowball
sampling
Gathering Data
S Gathering and interpreting data is very important for a
business’s success
S With survey research many things can affect the accuracy of
the data
Gathering Data
Secondary
Internal
databases
Internet
Primary
Observation
Survey
Experiment
Primary Data
S Survey research give data from first hand experiences from
real people
S Problems are common with survey data
S Shortcut errors
S Subject does not understand questions
S Questions can be confusing, or offensive
Secondary Data for Customer
Insights
S Helps to begin research
S Obtained very quickly
S Comes from various sources
S Potential problems:
S Inability to obtain all data needed
S 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
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Google. (2012, March 29). Google Consumer Surveys. Youtube. Retrieved from
http://www.youtube.com/watch?v=90MIiBvXYcw
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Kotler, P. (2013). Principles of marketing: Student value edition. (pp. 100-125). [S.l.]:
Prentice Hall.
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NBRIResearch. (2013, February 15). Customer and Employee Surveys | Market
Research | NBRI. YouTube. Retrieved from
http://www.youtube.com/watch?v=arHFglXtG70
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Sampling. (n.d.). Sampling. Retrieved from
http://www.socialresearchmethods.net/kb/sampling.php
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Stichproben und Repräsentativität. (n.d.). Stichproben Und Repräsentativität. Retrieved
from http://arbeitsblaetter.stangltaller.at/FORSCHUNGSMETHODEN/Stichproben.shtml
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Survey. (n.d.). BusinessDictionary.com. Retrieved from
http://www.businessdictionary.com/definition/survey.html