1 / 15

Questionnaire Construction

Questionnaire Construction. Mary Lim: Unitec. Why Market Research . http://bigbrightbulb.com/newb/wp-content/uploads/knife-to-gun-fight.jpg. Knives at A Gunfight. Having your product in the market place is like being in a gunfight. You are not alone You are up against your challenger...

cwen
Download Presentation

Questionnaire Construction

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Questionnaire Construction Mary Lim: Unitec

  2. Why Market Research http://bigbrightbulb.com/newb/wp-content/uploads/knife-to-gun-fight.jpg

  3. Knives at A Gunfight • Having your product in the market place is like being in a gunfight. • You are not alone • You are up against your challenger... • ...and several other gunslingers... • ...and they are all around you. • You need guns, not knives • You need bullets, not blanks

  4. Your Ammunition • ‘Guns’ – Strategies to get your enemies • ‘Bullets’ – several types: • Know yourself – your brand, product and customers • Know your enemy – brand, product and customers • Know your terrain – your market and your competitors’ • The Silver bullet: the three ‘Knows’ all in one bullet

  5. Making Your Silver Bullet - 1 • What is your attitude towards market researchers? • Do you like to be stopped whilst on your way to work/uni/shopping to answer questions on Brand X and give your personal details? • The tables have turned and now it’s your turn! • How do you feel?

  6. Making Your Silver Bullet - 2 • A simple guide (Walter, G., Cleary, M. & Reys, J. M., 1999). • Choosing a topic and subject group • Given the topic, - what can you ask about? • Survey types • Sampling methods • Determine your sample size • Survey length • Format • The need for thick skin • Survey etiquette and respondent sensitivity

  7. Making Your Silver Bullet - 3 • The WHAT Question – a general question to help you ease into the situation, and set the stage: • What do you think/know/ of ...? (category) • What would you do/eat/wear/use if ...? (category) • What do you do for/during ...? (category) • The WHEN Question – narrowing down the possibilities: • When I mention (product) what is the first thing that comes to your mind? (Experiences recall) • When I mention (product) what is the first brand [or first three brands] that comes to your mind? (Brand recall)

  8. Making Your Silver Bullet – 4 ‘cont’d • The WHY Question – going into specifics • Why do you go there/use (preferences, patterns) • Why this (particular) activity • The HOW Question – going into specifics • How often do you go there? • How much do you buy?

  9. Making Your Silver Bullet – 4 ‘cont’d • The WHERE Question – going into specifics • Where do you go to buy this? • Where do you search to get this information? • The WOULD YOU Question – decision making • Would you buy this product/brand/from this location?

  10. Making Your Silver Bullet – 5 ‘cont’d • Understanding the question: i.e. does your respondent understand the question? • Compare: ‘What have you done today?’ with: ‘What have you studied today?” • Double barrel – asking a question covering two issues: • ‘Do you watch TV and drink wine while you are having your dinner?’ Yes ( ) No ( )

  11. Making Your Silver Bullet – 5 ‘cont’d • Ambiguous questions: • Do you think tomatoes will be cheaper than the price of lamb if we imported them from elsewhere?

  12. Making Your Silver Bullet – 6 ‘cont’d • Using scales: • On a score of 1-5, 1=Not severe and 5=Most severe, how would you rate your pain? • On a score of 1-5, 1=Not comfortable and 5=Most comfortable, how would you rate your bed? • On a score of 1-5, 1=Most ineffective and 5=Most effective, how would you rate the hair gel? • On a score of 1-5, 1=Most likely to buy and 5=Most unlikely to buy, would you buy this brand of hair gel? • What are the implications?

  13. Your Questionnaire Structure 1 • 10-15 questions • Part 1 – Category: Set the mood • Part 2 – Get into the brand • Top of mind recall • Brand experiences • Part 3 – Establish consumer behaviour • Brand purchased, why • Frequency of purchase • Reason for brand choice – brand/product attributes • Perception of competition • Point of purchase, why, patterns • Willingness to purchase

  14. Your Questionnaire Structure 2 • Part 4 – Advertising • Ad recall – memorability, medium, timing • Likes and dislikes • Competitors’ advertising • Part 5 – Demographics • Gender • Age grouping • Income grouping • Profession • Suburb

  15. Questionnaire Construction • Questions? • Discussion

More Related