1 / 19

Marketing Research

Marketing Research. Developing a research Questionnaire. What is marketing research?. The systematic gathering, recording, and analyzing of information about problems related to marketing goods and services. Primary uses of marketing research. Obtain information about potential customer:

madeson-pickett
Download Presentation

Marketing Research

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. Marketing Research Developing a research Questionnaire

  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? Why is store traffic down?

  9. What information do I need? • What are you shopping for today? ________________________ • Have you ever shopped in XYZ store before? Y N • Are you satisfied with the selection? Y N • On a scale from 1-10 how satisfied are you with the prices? • 1 2 3 4 5 6 7 8 9 10 • On a scale from 1-10 how helpful do you find the sales associates? • 1 2 3 4 5 6 7 8 9 10 • Are the dressing rooms adequate? Y N • What other clothing stores do you frequent? ______________ • ______________

  10. Writing Problem Statement: • Store sales are down 20% and customers traffic is down 30% over the same time period last year.

  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 • What are you shopping for today? ________________________ • What other clothing stores do you frequent? ______________, _____________ • If there is one thing we could change to make your shopping experience better, what would it be? ________________________________________________

  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: • Did the associates make you feel welcome? Yes No • Are you satisfied with the selection? Yes No • Was the service prompt? Yes No

  15. Multiple Choice Questions 1. Please choose which of the following is most important to you when deciding where you shop for clothes: A. Changing Rooms B. Customer Service C. Price D. Selection E. Store Location

  16. Rating Questions • Please rate the following: Prices: Excellent Good Fair Poor Selection: Excellent Good Fair Poor Cust. Service: Excellent Good Fair Poor

  17. Rating Questions On a scale from 1-10 how satisfied are you with the prices? 1 2 3 4 5 6 7 8 9 10 On a scale from 1-10 how satisfied are you with the merchandise selection? 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

More Related