3. MARKETING PROCESS
Companies create a useful
product or service
Companies market to
customers – research,
advertising, promotions
Companies sell more of the
product to the customer –
Sales & Distribution
5. WHAT ARE SURVEYS?
A MARKET RESEARCH ACTIVITY TO IDENTIFY
CUSTOMER PREFERENCES, BEHAVIOURS, CHOICES
6. MORE ABOUT SURVEYS
Questions knowledge, attitudes, preferences, behaviours
Primary, first-person data
Flexible, easy-to-set-up
Time-consuming
Can provide flawed information
7. BUT WHY DO SURVEYS?
To answer questions about customers (behaviours,
choices and product preferences) that only they can
answer
8. BEST PRACTICES- HOW TO DESIGN A SURVEY
• Why survey? What questions do you want answered?
What will you do with the results?
Decide the goals of the survey.
Start with easy questions then proceed to more
complex questions
Maintain a logical flow to the questions
Keep the survey short and to the point
Ask different types of questions: Multiple choice,
open-ended, closed, rating scale and rank order
9. QUESTIONS IN A SURVEY
Close-ended question: Defined set of options with a
clear answer
• Do you watch television?
• Yes/No
Open-ended question: Requires more than a single
word. Several possibilities.
• What will you buy at the supermarket today?
• Answer is a list, a paragraph, leaves room for addition to the
answer
• Avoid too many such questions in a survey
10. QUESTIONS IN A SURVEY (CONT’D)
Rating scale questions: Asks you to rate a product
or service on a scale
• Compared to your favorite soap, the fragrance in our soap
was:
• Excellent, very good, good, average, poor
Rank Order questions: Ranks answer choices
• What is most important to you in your cell phone? Rank 1-5
where 1 is most important and 5 is least important
• Appearance:
• Memory:
• Features:
• Touchscreen/smartphone:
• Battery life:
11. MAMAJI SNACK COMPANY
You are hired to advise the company about its plans to
enter the potato chip market
12. WHAT QUESTIONS DO YOU NEED ANSWERS
FOR?
Questions
What do
they
snack
on?
What do
they like
in
BrandX
When do
they eat?
Where do
they eat?
Who
buys
chips?
13. A NEW POTATO CHIP: IS THERE A MARKET?
• Why ask this question?
Basic details of person: Name, age, residence
• If not what do you eat instead?
• Why ask this question?
Do you eat potato chips?
• What does this answer?
How often do you eat potato chips?
• Tangy Tomato, Masala Magic, Original Salted
What is your favourite flavour of chips?
Do you like your chips plain or rippled?
• What does this answer
Do you eat chips at home or outside?
15. THE 20 QUESTIONS GAME
Your product is a new energy drink, Energy Bubbles
Target age group for this soft drink is 15-24 years
But does anyone want another energy drink?
What will make your drink stand out?
It’s time for a survey!
Identify what information you want to get
Trainer is the consumer who answers your survey
Generate 20 questions for this survey
Should follow logic and accomplish the goal for the
survey
Editor's Notes
For each question here, tie it back to the fundamentals questions that the survey was supposed to answer
