Marketing Research

  • 701 views
Uploaded on

Marketing 6621

Marketing 6621

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
701
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
3
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Creating Market ResearchSurveys/Questionnaires
  • 2. Surveys/Questionnaires areone of two types ofmarket research Primary Research Secondary Research
  • 3. Primary Research Experiments, investigations, or tests carried out to acquire data first-hand.
  • 4. Primary Research • Interviews • Surveys • Questionnaires • Focus Groups
  • 5. Secondary Research Secondary research is to analyze data that has already been published.
  • 6. Questionnaire List of a research or survey questions asked to respondents, and designed to extract specific information.
  • 7. Questionnaire Serves three basic purposes: 1. Collect the appropriate data 2. Make data comparable and amenable to analysis 3. Minimize bias in formulating decisions
  • 8. Sample A sample is a group of people drawn at random from all those people who are in your chosen market.
  • 9. Types of Questions Dichotomous Questions Likert Response Scale Semantic Differential Cumulative/Guttman Scale Filter/Contingency Questions
  • 10. Dichotomous Questions A question has two possible responses. Surveys often use dichotomous questions that ask for Yes/No, True/False or Agree/Disagree response.
  • 11. Likert Response Scale Survey questions that attempt to measure on an interval level.
  • 12. Semantic Differential An interval question that is assessed by the respondent on a set of opposite adjective pairs
  • 13. Cumulative/Guttman Scale Respondent checks each item with which they agree.
  • 14. Filter/Contingency Questions Response to one question in order to determine if the respondents are qualified to answer a subsequent one.