consumer surveys Flashcards
details?
-these involve asking consumers or potential consumers for their opinions and preferences.
-can be used to obtain both quantitative and qualitative research
-for eg 2 qyestions were asked in a survey of shoppers
>how many foreign holidays did u take last year?
>what do you look for in an ideal fh?
-the first question is designed to obtain quantitative data which can be presented graphically and statistically analysed and the second is designed to find the key qualitative features of a holiday influencing consumer choice.
-there are 4 imp issues for market researches to be aware of when conducting consumer surveys
=WHO to ask: in most cases its too expensive+impossible to survey all potential member of a target market called survey population. it necassary to select a sample from this pop.the more closely this sample reflects the characteristics of the survey pop,the more accurate it likely to be
=WHAT to ask: the construction of an unbiased and unambiguous questionnaire is essential to obtain useful results.
=HOW to ask:should questionire be self completed n returned by post,or filled in by an interviwer in a face to face sesh with respondant otr could a telephone survey be conducted instead?
=HOW ACCURATE is it: assesing the likely accuracy and validity of the results is a crucial element of market reserch surveys?
