Marketing Research

1. Marketing Research Developing a Research Questionnaire Written by: Meghan Hatcher Georgia CTAE Resource Network 2010

2. What is marketing research? The systematic gathering, recording, and analyzing of information about problems related to marketing goods and services.

3. Primary uses of marketing research Obtain information about potential customer: • Preferences • Opinions • Habits • Trends • Plans

4. Market Research Product Research Advertising Research Sales Research Focuses on the customer and the market Focuses on the product itself Focuses on the advertising message and the media placement Focuses on sales data 4 Areas of Marketing Research:

5. Limitations of Marketing Research • Cost $$ • Time • Customer commitment / Validity of data • The time lag between research and the application

6. The Marketing Research Process 5 Steps of Research • Define the problem • Obtain data • Analyze the data • Recommend a solution • Apply the results

7. 3 methods to collecting Primary data • Survey Method • Observation Method • Experimental Method

8. The Marketing Research Process • Define the problem What are the issues, or what problem needs to be addressed?

9. The Marketing Research Process • Define the problem Student attendance at basketball games is low?

10. Writing Problem Statement: • Woodstock High School has over 2,300 students in grades 9-12. Currently ____% of these students attend varsity boys basketball games. • How can the varsity boys basketball team improve student attendance at home basketball games?

11. Developing A Questionnaire Two types of Questions Open ended questions: Forced-choice questions:

12. Open ended questions: • Ask respondents to construct their own responses to a question • Why don’t you attend the varsity boys basketball games? ________________________ • What do you think of the food provided at the games? __________________________________________ • Do you know when the games are? ________________________________________________

13. Forced-choice questions • Ask respondents to choose answers from possibilities given on the questionnaire Can be: • Two-choice questions • Multiple choice questions • Rating questions

14. Two- Choice Questions Please answer Yes or No to the following questions: • Have you ever attended a Woodstock High School varsity boys basketball game? Yes No • Would you be more likely to attend a game if you received school credit? Yes No

15. Multiple Choice Questions 1. Circle the responses below that best describes the reason you do not attend the varsity boys basketball games? 1. No interest 2. Don’t know when the games are 3. The team is not any good 4. The time of the game

16. Rating Questions • Please rate the following: Prices: Excellent Good Fair Poor Concessions: Excellent Good Fair Poor Halftime Entertainment: Excellent Good Fair Poor

17. Rating Questions On a scale from 1-10 how satisfied are you with the level of play? 1 2 3 4 5 6 7 8 9 10 On a scale from 1-10 rate the halftime entertainment during the basketball game? 1 2 3 4 5 6 7 8 9 10

18. 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

19. Activity Writing a Survey