The document outlines the process of conducting market research through surveys, emphasizing their effectiveness in gathering primary data via questionnaires. It details a case study on launching a new beverage in Malaysia, outlining steps such as defining research objectives and collecting data through focus groups and surveys. Additionally, it provides guidelines for creating various surveys on topics such as fruit, fashion, cosmetics, skincare, and electronics preferences, along with a group project to enhance practical skills in using Google Forms for survey creation.

1. MARKET RESEARCH SKILLS:
CONDUCTING SURVEY (TUTORIAL)
MKT4303

2. GATHERING DATA
(PRIMARY DATA: SURVEY > QUESTIONNAIRE)
• Surveys requiring respondents to complete a
questionnaire are a popular way of collecting
information for all sorts of purposes. You may
have received various ‘market research’
questionnaires through the post or been sent a
questionnaire after you bought something or
made use of a service.
• The main strength of questionnaires is that
they allow you to identify and describe the
extent of variation in answers on particular
topics and to look for relationships between
positions on one set of questions and positions
on another.

3. MARKETING RESEARCH
PROCESS:
Situational Example: Launching a New Beverage in Malaysia
Step 1: Define the Problem and Research Objectives
A beverage company wants to introduce a new flavored drink in Malaysia
but is unsure about which flavors will appeal to the local market. The
objective is to determine the preferred flavors among Malaysian
consumers.
Step 2: Develop the Research Plan
The company decides to conduct focus groups and surveys to gather
opinions on various flavors. They plan to use both primary data (from the
focus groups and surveys) and secondary data (from existing market
reports on beverage trends in Malaysia).They choose to sample a diverse
group of Malaysians across different age groups and regions.
Step 3: Collect the Data
The company organizes focus group sessions in Kuala Lumpur, Penang, and
Johor Bahru, asking participants to taste and rate different flavors.
They also distribute online surveys to a broader audience to gather more
feedback on flavor preferences.

4. SURVEY 1: FRUIT FLAVOR
PREFERENCES
The survey should include the following
sections:
• Section 1: Customer Demographics
⚬ Create at least 3 questions related to
gathering demographic information
about the customers.
• Section 2: Flavor Preferences:
⚬ Develop at least 3 questions focused on
collecting more detailed feedback on
customers' flavor preferences.
• Section 3: Price Preferences:
⚬ Formulate at least 3 questions to
understand customers' preferences
regarding pricing.
• Section 4: Buying Frequency and Reasons
for Consuming Fruit Juice
⚬ Include at least 3 questions to
determine how often customers
purchase fruit juice in a week and why
they choose to consume it.

5. SURVEY 2: FASHION
PREFERENCES
The survey should include the following
sections:
• Section 1: Customer Demographics:
⚬ Create at least 3 questions related to
gathering demographic information
about the customers.
• Section 2: Fashion Style Preferences:
⚬ Develop at least 3 questions focused
on fashion style choices.
• Section 3: Brand Loyalty:
⚬ Create at least 3 questions about
brand preferences and loyalty.
• Section 4: Shopping Behavior:
⚬ Include at least 3 questions about how
and where customers shop for
fashion.

6. SURVEY 3: COSMETIC
PRODUCT PREFERENCES
The survey should include the following
sections:
• Section 1: Customer Demographics:
⚬ Create at least 3 questions related to
gathering demographic information
about the customers.
• Section 2: Product Preferences:
⚬ Develop at least 3 questions on
specific cosmetic products.
• Section 3: Brand Loyalty:
⚬ Create at least 3 questions about
brand preferences and loyalty.
• Section 4: Purchasing Habits:
⚬ Include at least 3 questions about how
and where customers buy cosmetics.

7. SURVEY 4: SKINCARE
PRODUCT PREFERENCES
The survey should include the following
sections:
• Section 1: Customer Demographics
⚬ Create at least 3 questions related to
gathering demographic information
about the customers.
• Section 2: Skincare Routine
⚬ Develop at least 3 questions about
customers' skincare routines.
• Section 3: Product Effectiveness
⚬ Create at least 3 questions on how
customers evaluate product
effectiveness.
• Section 4: Purchasing Decisions
⚬ Include at least 3 questions about how
and where customers buy skincare
products.

8. SURVEY 5: ELECTRONIC
PRODUCT PREFERENCES
The survey should include the following
sections:
• Section 1: Customer Demographics
⚬ Develop at least 3 questions about
how customers use electronic devices.
• Section 2: Device Usage
⚬ Develop at least 3 questions about
how customers use electronic devices.
• Section 3: Brand Preferences
⚬ Create at least 3 questions about
brand loyalty and preferences.
• Section 4: Purchasing Habits
⚬ Include at least 3 questions about how
and where customers buy electronic
devices.

9. GATHERING DATA
(PRIMARY DATA: SURVEY > QUESTIONNAIRE)
In groups of 4-5 members, you will randomly choose one survey topic (either F&B,
Fashion, Cosmetics, Skincare, or Electronics) and create a survey form.
Students are expected to:
• Utilize Google Forms and explore its various features.
• Once the survey is completed, post the link in the group’s WhatsApp chat (one link per
group) for your classmates to participate.
• After finishing the exercise, discuss and present the survey results in class, and share
your insights on the advantages of using survey forms in market research.
*INDIVIDUAL TASK: Share your thoughts on the benefits of using survey forms in the
context of market research (include the survey form link) in Canvas under Week 7 -
Activity Discussion Board.