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Marketing Surveys

Marketing Surveys. 29.2. Constructing the Questionnaire. A questionnaire has validity when the questions asked measure what they were intended to measure. It’s VALID Reliability exists when a research technique produces nearly identical results in repeated trials. It’s RELIABLE.

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Marketing Surveys

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  1. Marketing Surveys 29.2

  2. Constructing the Questionnaire • A questionnaire has validitywhen the questions asked measure what they were intended to measure. • It’s VALID • Reliabilityexists when a research technique produces nearly identical results in repeated trials. • It’s RELIABLE

  3. Conducting the Questionnaire • Questions should be clear and easy to understand • All participants need to understand that question in the same way

  4. Sample Questions • Was your food hot? • Spicy? • Temperature? • How often do you eat out? • At sit-down restaurants? • At any place other than home?

  5. Types of Questions • Open-ended questionsask respondents to construct their own response to a question. • Generates a wide variety of responses • Sometimes responses are difficult to categorize

  6. Types of Questions • Forced-choice questions ask respondents to choose answers from possibilities given on a questionnaire. • Formats include: • Two-Choice Questions (Yes/No) • Multiple-Choice Questions • Rating or Ranking Scales • Level of Agreement Scales

  7. Two-Choice or Yes/No Questions • Should be used only when asking for a response on one issue • Example: • “Was our facility clean?” • “Were the grounds well maintained?” • NOT – “Was our facility clean and well maintained?” WHY NOT?

  8. Multiple Choice Questions • It is important to make the options: • Mutually exclusive - Can’t both be true at the same time • Comprehensive – includes all possible responses • Most surveys will include “other” to be sure all options are covered

  9. Multiple Choice Questions • Example: • “When given the choice between all of the rental car companies listed below, which do you prefer? (check only one) • Alamo • Avis • Budget • Dollar • Enterprise • Hertz • Other __________________ Adding “other” increase the reliability. If it was not an option customers might just choose any of the ones listed

  10. Rating Scale Questions • Asking respondents to rate a product or service • Examples: • From very unsatisfied to very satisfied • From excellent to poor How would you rate your reception by the front desk staff? Helpfulness Excellent Good Fair Poor Check in speed Excellent Good Fair Poor Informative Excellent Good Fair Poor

  11. Level of Agreement Questions • Used for assessing attitudes or opinions • Commonly used options are strongly agree to strongly disagree Indicate your level of agreement with each statement. “I am extremely health conscious.” Strongly agree agree neutral disagree strongly disagree “I do not like vegetables.” Strongly agree agree neutral disagree strongly disagree “Eating healthy is important to me.” Strongly agree agree neutral disagree strongly disagree

  12. Poor Questions • Leading questions – a question that suggests a correct answer • Example: • “Do you prefer X or the more reasonably priced Y?” • Bias questions – encouraging one answer over another • Example: • “Don’t you agree that school parking is a problem?”

  13. Poor Questions • Avoid questions that could cause respondents to guess How many students at Stone Bridge drink coffee on a daily basis? • Less than10% • 35% • 75% • 100%

  14. Basic Guidelines for Writing Questions • Questions should be clear and concise. • Consistent ranking or rating scales should be used for similar questions.

  15. Formatting the Questionnaire • Use dark ink, preferably black. • Use light paper. • Use fonts and types that are easy to read. • It should be short enough to answer quickly. • Use section headings and numbers where appropriate.

  16. Formatting Content • Directions for completing the questionnaire must be clear for each section or group of questions. • General demographic questions are typically grouped together at the end of the questionnaire.

  17. Administering the Questionnaire • All surveys should have deadlines for completion. • Surveys should always include a brief explanation of purpose. • What information is the survey attempting to collect? • Who is eligible to participate? • Many questionnaires offer incentives for participation.

  18. See What You Know! • Pull out the Pop-Tarts survey that you completed at the start of class. • Next to each question, label the type of question that is used. • Types of Questions • Open-ended • Two-choice • Multiple-choice • Rating • Ranking • Level of Agreement

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