logging in or signing up V2Chapter29Sec2TheMa rketingSurvey Tirone Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 115 Category: Education License: All Rights Reserved Like it (1) Dislike it (0) Added: February 07, 2008 This Presentation is Public Favorites: 1 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Conducting Marketing Research: Conducting Marketing Research Chapter 29Sec 29.2 – The Marketing Survey: Sec 29.2 – The Marketing Survey How to conduct a survey The ways that technology is used in marketing research What you’ll learnConstructing the Questions: Constructing the Questions Questionnaires should provide data with validity and reliability. Validity exists when the questions asked measure what was intended to be measured. Reliability exists when a research technique produces nearly identical results in repeated trials.Constructing the Questions: Constructing the Questions Open-ended Questions Can’t be answered with Yes or No Generate a wide variety of responses Generates lots of good information but difficult to categorize and tabulate.Constructing the Questions: Constructing the Questions Forced-choice Questions Respondents choose answers from possibilities given on a questionnaire. Simplest questions to write Easiest to tabulate Types of Forced Choice Questions: Types of Forced Choice Questions Yes/No Questions Used only when asking for a response on one issue. Most often used as a filter question. Was our facility clean? Yes No Was your server courteous? Yes NoTypes of Forced Choice Questions: Types of Forced Choice Questions Multiple Choice Questions – be careful to include all possible options so you don’t frustrate the person taking the survey. What is your primary intended use of this product? (check only one) Backpacking/Mountaineering Camping/Hiking Hunting Fishing Other ________________________________ Types of Forced Choice Questions: Types of Forced Choice Questions Rating Scale Questions Please rate the following: Reservations Excellent Good Average Fair Poor Check-In Excellent Good Average Fair Poor Parking Excellent Good Average Fair PoorTypes of Forced Choice Questions: Types of Forced Choice Questions Level of Agreement Questions “I am extremely health conscious” SA A N D SD “I do not like vegetables.? SA A N D SD The cafeteria should serve heart-healthy foods.” SA A N D SDGuidelines: Guidelines Write clearly and briefly Give clear directions Avoid bias When finished, pretest the surveyFormatting: Formatting Questionnaires must have excellent visual appearance and design to appeal to respondents. Directions should be clear General demographic questions go at the endAdministering the Questionnaire: Administering the Questionnaire Should have a deadline for completion Mailed questionnaire In-Person Surveys Incentives – used to encourage people to participate You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
V2Chapter29Sec2TheMa rketingSurvey Tirone Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 115 Category: Education License: All Rights Reserved Like it (1) Dislike it (0) Added: February 07, 2008 This Presentation is Public Favorites: 1 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Conducting Marketing Research: Conducting Marketing Research Chapter 29Sec 29.2 – The Marketing Survey: Sec 29.2 – The Marketing Survey How to conduct a survey The ways that technology is used in marketing research What you’ll learnConstructing the Questions: Constructing the Questions Questionnaires should provide data with validity and reliability. Validity exists when the questions asked measure what was intended to be measured. Reliability exists when a research technique produces nearly identical results in repeated trials.Constructing the Questions: Constructing the Questions Open-ended Questions Can’t be answered with Yes or No Generate a wide variety of responses Generates lots of good information but difficult to categorize and tabulate.Constructing the Questions: Constructing the Questions Forced-choice Questions Respondents choose answers from possibilities given on a questionnaire. Simplest questions to write Easiest to tabulate Types of Forced Choice Questions: Types of Forced Choice Questions Yes/No Questions Used only when asking for a response on one issue. Most often used as a filter question. Was our facility clean? Yes No Was your server courteous? Yes NoTypes of Forced Choice Questions: Types of Forced Choice Questions Multiple Choice Questions – be careful to include all possible options so you don’t frustrate the person taking the survey. What is your primary intended use of this product? (check only one) Backpacking/Mountaineering Camping/Hiking Hunting Fishing Other ________________________________ Types of Forced Choice Questions: Types of Forced Choice Questions Rating Scale Questions Please rate the following: Reservations Excellent Good Average Fair Poor Check-In Excellent Good Average Fair Poor Parking Excellent Good Average Fair PoorTypes of Forced Choice Questions: Types of Forced Choice Questions Level of Agreement Questions “I am extremely health conscious” SA A N D SD “I do not like vegetables.? SA A N D SD The cafeteria should serve heart-healthy foods.” SA A N D SDGuidelines: Guidelines Write clearly and briefly Give clear directions Avoid bias When finished, pretest the surveyFormatting: Formatting Questionnaires must have excellent visual appearance and design to appeal to respondents. Directions should be clear General demographic questions go at the endAdministering the Questionnaire: Administering the Questionnaire Should have a deadline for completion Mailed questionnaire In-Person Surveys Incentives – used to encourage people to participate