Marketing Research

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Marketing 6621

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Marketing Research

  1. 1. Creating Market ResearchSurveys/Questionnaires
  2. 2. Surveys/Questionnaires areone of two types ofmarket research Primary Research Secondary Research
  3. 3. Primary Research Experiments, investigations, or tests carried out to acquire data first-hand.
  4. 4. Primary Research • Interviews • Surveys • Questionnaires • Focus Groups
  5. 5. Secondary Research Secondary research is to analyze data that has already been published.
  6. 6. Questionnaire List of a research or survey questions asked to respondents, and designed to extract specific information.
  7. 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. 8. Sample A sample is a group of people drawn at random from all those people who are in your chosen market.
  9. 9. Types of Questions Dichotomous Questions Likert Response Scale Semantic Differential Cumulative/Guttman Scale Filter/Contingency Questions
  10. 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. 11. Likert Response Scale Survey questions that attempt to measure on an interval level.
  12. 12. Semantic Differential An interval question that is assessed by the respondent on a set of opposite adjective pairs
  13. 13. Cumulative/Guttman Scale Respondent checks each item with which they agree.
  14. 14. Filter/Contingency Questions Response to one question in order to determine if the respondents are qualified to answer a subsequent one.

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